With
the recent election for Labour Party leader, there's been a lot of
debate on whether goods and services like electricity, train travel, health etc should be provided via government institutions or privately
through the market, or a mixture of both. So far as I know, none of the candidates put
forward a view with regard to children's books (correct me if I'm
wrong!) So I thought I'd do a bit of ruminating on the subject
myself. It may be a rather dry-sounding issue for a books blog –
but important all the same.
It's
a Market, Innit?
In
some ways, children's books are a classic free market good. Books
are commissioned and produced by publishers, who are typically
private companies aiming to produce a profit, and are then sold in
bookshops or online (again, privately owned companies hoping to make
a profit) to consumers (parents children and teenagers themselves).
The writer is usually a self-employed individual, receiving
sale-dependent royalties. So far, so free market. (And here many
authors reading this will be giving hollow laughs, thinking they know
all this already: how many writers have heard that though an editor
“loves” their story, they can't see “a market” for it or they
don't think they could “market” it successfully? In fact,
there's a lot of writers out there who regularly bemoan the
commercial nature of modern publishing.)
Or
is it?
But
in fact, there is a lot of non-market involvement too. For one
thing, schools and libraries buy large numbers of children's
books, and provide them to children without charge. They fund this
with public money (taxation) and have traditionally different
criteria for choosing books from the individual consumers who go into
bookshops. Librarians and teachers shape wider consumer taste too -
for example, by reviewing books, or by running awards
(one of the most prestigious children's books awards, the Carnegie,
is chosen by librarians) or by inviting authors into schools
to discuss their books. Some writers receive funding through the
government-funded Arts Council, or rely on income from school
visits and library events, or from teaching creative writing
in universities or elsewhere. Then there is the role of the National
Curriculum in determining which educational books are published,
or book festivals in
promoting books and authors. There is big
institutional framework, which is not driven by profit.
Does
all this matter? A book is a book – if it ends up in a child's
hands via a 3 for 2 table in a big chain bookstore, or via a library
shelf after being on an awards shortlist, the response of the child
is what matters, surely?
It might not be so simple. Looking
back on my own favourite childhood reads, I'd argue that the two
routes can produce rather different books. Here are a few examples, all of them books I loved and cherished, but which I came across in different ways..
Emma's
Bookshelf - the Market-Led books
Enid
Blyton was wildly popular with kids but was widely shunned by the
books “establishment” - she didn't get prizes, was often excluded
from schools and libraries for her allegedly dubious values, both
cultural and literary, and
her work was famously banned by the BBC. But her books sold (and still sell) in bucket loads – a definite
case of the customer winning out.
My favourites included the Secrets series, the Famous five, the Magic Faraway Tree...I could go on.
The “Jill”
Books by Ruby Ferguson – this girls' pony series never won any
prizes, but like many readers I loved its wit and verve.
The
Chalet School Books – girls' school stories were another genre
often regarded with pure snobbery by the establishment – no prizes
or reviews - yet this series not only established a huge fan base
(and still has a strong adult following) but surely deserves credit
for its unusually cosmopolitan setting and cross-national cast of
characters.
Roald
Dahl – it's strange to remember that Dahl was actually viewed with
suspicion at first by many in the UK book world. Eventually –
after his enormous popularity in the US could no longer be ignored –
he was published in the UK, and of course became equally successful.
How
did I acquire these books? I never saw any of them in my local
library or at my school (except for, perhaps, Dahl). Instead I was either bought them as
presents or I actually bought them for myself - not new (I didn't
have the funds) but second hand from the shelves of DL's Book
Exchange, where the small children's section was squeezed in between
the shelves of adult paperbacks.
Non-Market
Led

Some
of my favourite books, though, were less mainstream. I was an avid
reader of historical fiction – a lot of which, I suspect, depended
on libraries for sales and shelf-space. The covers were often
rather worthy and “educational” in appearance – not designed to
immediately entice a child. Such books would sit on the library
shelf until some child like me stumbled upon it, decided to give it
a go - and then took it to their hearts.
 |
My battered copy |
A classic example is One
is One. A real slow burner, with much dense description, set in the medieval period, it relates the story of
Stephen, a bullied boy whose artistic gift ultimately leads him to choose life in a monastery over
the adventure of being a knight. Doesn't exactly sound like a crowd
pleaser? But it's a wonderful book and actually still in print
today. (It's harder to imagine it being taken on and published
today, I have to admit).
Needless
to say, I never found any of these books at DL's book
exchange.
Both
Market and Institutions
What's interesting to me is that some favourite authors fall between camps.
Or rather they depended on both routes for success.
Diana
Wynne Jones, although probably one of the most influential
children's fantasy authors of the twentieth century, was never a
household name. I actually bought Charmed Life myself, new, at a
Puffin book sale at my school. (It was very rare that I bought a new
book for myself.) So – that was my choice was as a consumer.
However, it was a choice from a range of books that would have been
considered suitable to offer in a school in those days – the solid
titles, rather than the glitzy. (And Charmed Life had won an award,
which might have led to its inclusion.) My other favourite, The Ogre Downstairs, was acquired through school too. Like Forest, I'd suggest
Jones reached her ardent fans by negotiating a rather tricky route
between commercial and institutional approval.
Antonia Forest never won a huge audience, but she did get favourable reviews and Carnegie nominations early in her career. Later on, though, when many librarians shunned her for being “elitist” it is probably the fact that her school stories were so squarely “genre”, and so were released by Puffin, which ensured she continued to find enthusiastic fans.
 |
Kaye Webb biography |
Kaye Webb's biography is a fascinating insight into some of these
interactions, and how children's publishing worked, during the time
when I was a child reader. Webb was the chief at Puffin – the
immensely influential paperback children's imprint which brought many
authors into the mass market. Webb had enormous freedom to follow
her tastes – but, as her biographer points out, the massive
expansion in demand from libraries and schools was equally important
in trends, creating new demands - for example, for books about
children from less privileged backrounds, something publishers
like Webb then responded to. This was an “institutional”
objective – more diverse characters – but there were also more
purely “market” pressures: Webb was not herself a particular fan
of Roald Dahl, but his enormous appeal to children (demonstrated
through hardback sales) meant she did publish him, and his titles
became some of Puffin's most successful ever.
 |
the first Mantlemass book |
One of my own childhood favourites, the Mantlemass
series – was published by Webb after she had surveyed libraries
about their most popular titles. I remember myself originally
discovered the Mantlemass series in hardback in my public library (I
can still visualize the covers) – then acquiring my own
puffin copies, to read again and again.
My
childhood reading would have suffered if I'd been only reliant on one
category of books – the purely commercial or the institutionally
approved.
Both were needed. (And both, it has to be said, delivered their clangers too.
The pulpier titles of
DL's Book Exchange did not always deliver on
their promise. Some of the “worthy” school and library reads
were pretty turgid too.) When I look at children's books, a mixture of organisations, of market and non-profit-driven institutions, seems to have been what worked.
I thought I'd try and organise these thoughts a little. Here,
it seems to me, are some of the pros and cons of both categories.
Good
Things About the Market
- Not
snobbish – if a child likes it, and parents are prepared to buy it,
they will publish it.
- Interested
in all age groups and tastes – all “markets” in fact.
- Respects
“genre” books – school stories, humour, ponies, mysteries etc
- Want
books to be attractive and so compete with other
entertainment/consumer goods.
Bad Things About Market
- Publicity
potential, celebrity tie-ins, “hooks”, “high concept”,
current fashions, may all end up more important than inherent
quality.
- “Quieter”
books, experimental books, unusual protagonists, niche interests etc
may all get overlooked.
- Responds
to purchasing power – which means some groups of readers will be
neglected.
Good Things About Non-Market Institutions
- Don't
just have to think about profit
- May
be more likely to reward innovation, experiment or pure literary
quality
- Can
allow children to discover more "educational” or worthy themes, or
pursue minority interests by providing slow-burn, non-glitzy books
- May
help to include groups with low purchasing power
Bad Things About Non-Market Institutions
- May
be overly “worthy” or snobbish – eg about genre books, overtly
“commerical” titles – or inversely snobbish (eg the 1970s
backlash against “elitist” titles)
- Has
its own fads and fashions
- Adult-led
– danger of losing touch with child readers
- May
have objectives which may come before pure quality or enjoyment.
This has turned into a monster post - for which, apologies! Meantime, I'd like to hear your thoughts. How are books being provided - how should they be provided? How did you get hold of your favourite books, then and now? And how does this all impact on the children's book market today (a question I'll return to next time...)
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