A tweet by Frank Cottrell-Boyce caught our eye last week. In it he highlighted the problems new children’s authors have in reaching their target audience. We discuss why he is right and why your child is more likely to read Roald Dahl than Chloe Daykin.
Fire Girl, Forest Boy by local Chloe Daykin
Parents not in the know
What book would you recommend a child reads? Most of us when asked this question will revert to familiar favourites such as Harry Potter, Jacqueline Wilson or Roald Dahl. Why? Because you read it as a kid, you probably enjoyed it and you know it’s appropriate. On the whole parents don’t read children’s books. Most of us are too busy to read adult fiction let alone take time out to read a book written for and marketed to 9 year olds. Yet this reliance on established titles makes it harder for new authors to break on to market.
Grandparents who are more likely to buy a book as a present than parents, also don’t read books from this genre and the temptation to stick to supermarkets top picks – David Walliams/Tom Gates or books they know you read as a child (see the circle starting to form here?) is high. Famous Five is fine but it was first published in 1942. Kids want to be able to identify themselves and their lifestyle in their reading books. Something they can’t do in row boat adventures to private islands whilst drinking ginger beer.
Celebrities are in
In 2018 David Walliams topped the author rich list, a title he retained from 2017. The trend for celebrities picking up pen and paper doesn’t stop their however. Blue Peter presenter Konnie Huq released her first children’s book last year. Radio one presenter Gregg James has a series of books and even Cara Delvingne has a YA published. Whilst we’re not saying celebrities can’t write, if people are more attracted to celebrity writers how do genuine authors who got their deal on nothing but hard work and talent compete?
Limited exposure
Unfortunately good book shops are few and far between and libraries are constantly dwindling. This means Amazon and Supermarkets reign supreme. Think about where books are placed in the supermarket, the only place children are likely to regularly go to that actually sells books. You have to walk past the toys, past the clothes and past the DVDs to find two shelves of well established titles for children aged 3-16. Have a look, I bet your bottom dollar that Harry Potter, David Walliams and some sort of Frozen spin off will be dominating.
Even in proper book shops children’s book space is limited so classics are often put next to brand new books. Roald Dahl next to Frank Cottrell Boyce. Harry Potter next to Katherine Rundell. Who are you drawn to?
As a result
All this means kids are not getting access to BRILLIANT new books. They are not reading local authors, experiencing different styles of story telling or discovering something new all by themselves. As a result they are not falling in love with reading. This is despite the fact that children who read for pleasure do better at school. Reading can even help with a child’s mental well being. So what are you waiting for? Make your New Years resolution a worthy one by getting your child reading a book that’s by a new author in 2020. If you’re stuck for ideas check out our children’s section as well as our guide to age appropriate reading. A good book seller/librarian will be able to steer you and even your child’s teacher will know what their class are loving reading at the moment. We look forward to hearing which book you pick on social media. #NewChildrensAuthorIn2020
