Canadian

Publishing 2012
A Special
Report
Publishers in Canada
adjust and adapt to the
new conditions
P u b l i s h e r s We e k l y . c o m
A CLIMATE
OF
CHANGE
A lot of things go into being
PUBLISHER
OF THE YEAR.
Here’s seven of them.
PenguinCanada
PW-ad_FullPage.indd 12 12-09-12 10:12 AM
which is based in 1oronto, attributes that
partiaiiy to Canadian consumers not hav-
ing purchased the criticai mass oí devices
that American consumers have. But the
market is stiii growing.
1he rise oí digitai in Canada has
caused muitipie rippie eííects through-
out the Canadian book worid, particu-
iariy because it coincided with the
giobai economic crisis. So íar, however,
those eííects have not been cataciysmic.
many pubiishers say digitai saies have
not taken a discernibie bite out oí print
saies and that e-book saies are heiping
the bottom iine signiíicantiy.
Nevertheiess, Darwinian eííects oí the
digitai age can be seen throughout the
Canadian pubiishing ecosystem. 1his
year’s Canadian suppiement examines
those eííects and the ways in which pub-
iishers, distributors, and bookseiiers are
showing their resiiience, creativeiy
adapting to survive and even thrive in
the new environment.
Environmental
Conditions
BookNet Canada has been tracking print
book saies in Canada since it was íounded
in 1oronto in 200~. CIO Noah Genner
says 2012 has generaiiy been a diííicuit
year so íar in the Canadian market, but it
is an improvement over iast year, which
was especiaiiy tough in Canada. Saies oí
I.I. )ames’s Iiíty Shades series, pub-
iished in Canada by Random House oí
Canada’s Knopí Doubieday Pubiishing
Group, are “having a huge impact” and
giving the whoie market a iiít, he says.
“1he saies oí that are much iarger than
anything we’ve seen in quite some time
in print and in e, I think. 1hey are deíi-
niteiy starting to hit 1wiiight kinds oí
ranges.” RHC’s martin said that three
miiiion copies oí the series in aii íormats
have been shipped in Canada.
But even ií you back the Iiíty Shades
spike out oí the saies íigures, Genner says
2012 stiii iooks better than 2011. “We’re
trending down, but we’re not trending
down at the 11` or 12` that we were
the year beíore.” He says he thinks part
oí the improvement is due to a ieveiing
oíí oí e-book saies, but that is based oniy
on BookNet’s new survey oí book buyers
and anecdotai iníormation írom pubiish-
ers, because BookNet is stiii deveioping
a system to track Canadian e-book saies
statistics. Genner notes that trend is not
unexpected in the context oí the piateau-
ing that has been seen in U.K. and U.S.
e-book saies. “It’s stiii a growing seg-
ment, but it’s not growing at the ~5`
and 40` per quarter that we saw beíore,”
he says.
Canadian publishers respond to the
digitally altered landscape
Adapting to
Conditions
Bv Iiici Axx Wiiii~xs
1he pubiishing business mirrors the naturai worid in many
ways. it’s a íertiie, creative process iníiuenced by myriad
conditions, some as unpredictabie and uníorgiving as weather.
1he coming oí the e-book and digitai pubiishing to the
Canadian book industry can be compared to the approach oí
ciimate change. Aithough the digitai revoiution was iong
predicted, there were e-book deniers and those who predicted
the end oí pubiishing and bookseiiing civiiization. In recent
years, Canadian pubiishers prepared, digitizing their írontiists
and backiists as íast as they couid, whiie watching the eííects
oí the phenomenon as it washed through the U.S. industry
íirst.
A
s íaii approached iast
year, many pubiishers
in Canada toid PW
their digitai book saies
were in the 5`—6`
range with the highest
reported ieveis at 10`–12`. 1his year,
digitai is estimated to be about 12`–
1~` oí the book market, with pubiishers
surveyed íor our annuai iook at the Cana-
dian industry reporting e-book saies that
ranged up to 1¯`. 1hat’s stiii iower than
U.S. ieveis, but Brad martin, president
and CIO oí Random House oí Canada,
W W W. P U B L I S H E R S W E E K LY. C O M 3
C a n a d i a n P u b l i s h i n g 2 0 1 2
C a n a d i a n P u b l i s h i n g 2 0 1 2
P u b l i s h e r s we e k ly ■ s e P t e mb e r 2 4 , 2 0 1 2 4
GETHSEMANE HALL
“Gethsemane Hall is a slowly
tightening noose of a novel, the
carefully measured tension be-
ginning with the pedestrian stu
of bad dreams and mysterious
sounds in the dark, and building
steadily until nally exploding in
an imaginative Grand Guignol re-
lease.”— Quill & Quire
9781459702257 | AVAILABLE
EXIT PAPERS FROM
PARADISE
A dark literary comedy about
a young man’s aspirations to
be something better than he
currently is. Set in Michigan, Exit
Papers is a daring debut by an
exciting young novelist.
9781459706118 | OCTOBER
MORE THAN BIRDS
Adventurous Lives of North
American Naturalists
The fascinating development of
natural history studies in North
America is portrayed through the
life stories of 22 naturalists. The
book includes excerpts from their
writings, proles of their research
and details of their personal lives.
9781459705586 | DECEMBER

SMOKE SIGNALS
The Native Takeback of North
America’s Tobacco Industry
A compelling look at tobacco’s
uses and abuses from its Native
origins to today’s controversies,
tracing its checkered history in
North America.
9781459706408 | DECEMBER
CUT TO THE BONE
A Hollis Grant Mystery, Book 4
“…the book stands out in its
genre for tackling the unfamiliar
subject of Canadian racial
attitudes.”
— Publishers Weekly
9781459702073 | NOVEMBER
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p D&M Publishers
Trena White, publisher
In March, D&M announced that White, 36, would take over as
publisher at D&M when cofounder Scott McIntyre stepped out
of the role of CEO on July 1. White is now in charge of running
both Douglas & McIntyre and Greystone programs, but both
McIntyre and Rob Sanders remain actively
involved in the company in various roles.
McIntyre continues as chairman and
director of both D&M and BookRiff
Media, and Sanders as senior vice-presi-
dent, new business development, interna-
tional, and publisher at large.
White started her book publishing
career at McClelland & Stewart, editing nonfiction after gradu-
ating from the Simon Fraser University’s master of publishing
program. But after six years at M&S in Toronto, the opportunity
to work at D&M and return to her home province of British
Columbia arose and White started at D&M in May of 2010 as an
acquiring editor in nonfiction. She was appointed associate pub-
lisher of Douglas & McIntyre in mid-2011.
“I have a lot to learn but that’s part of what makes this excit-
ing,” says White.
Buzz Book: A political satire from Chris Cannon and Brian
Calvert, America but Better, which began as a YouTube video of
Canada declaring its candidacy for the American presidency that
went viral and got a million hits in a couple of weeks.
Jesse Finkelstein, chief operating officer
Finkelstein, 36, was appointed as COO at the same time as
White was appointed with the intention that they would work
as an executive team.
“It’s an incredible learning curve and
a tremendous opportunity to work with
Trena, and also to be able to work with
the senior management team here,
including Scott,” says Finkelstein.
Finkelstein, also a graduate of SFU’s
master of publishing program, began
her career working for small publishers
in her native Montreal. An internship at Raincoast Books led to
a job after she graduated from SFU. After Raincoast closed its
publishing division, Finkelstein was hired at D&M in 2009 as
digital assets and foreign rights director.
Penguin grouP (CanaDa)
Nicole Winstanley,
president and publisher
In July, Penguin Canada announced that Winstanley, 38, its
publisher, would immediately add president to her duties, follow-
ing Mike Bryan’s decision to retire as pres-
ident in order to return to his native U.K.
When Winstanley first graduated with
an English degree, she found work in
Toronto’s financial industry, but had to
read a book a day on her commute from
the suburbs “to keep afloat because it just
wasn’t where my heart was,” she says. She took a publishing
degree at night at Toronto’s Ryerson University and took the
first publishing job she could find—as an assistant at a publish-
ing directory company called Sources. After graduating, she was
hired at Westwood Creative Artists and became the agency’s
international rights director. In 2005, she began work at Pen-
guin as a senior editor. She was appointed publisher in 2009.
Winstanley says reaction to her appointment has been warming. “People
are happy to see that the company is in the hands of a Canadian and a book
person, which isn’t always the case with publishers,” she says.
Buzz Book: Winstanley will continue to edit a boutique
list of authors with the Hamish Hamilton imprint. She edited a
debut novel from Canadian author Marjorie Celona, titled Y, the
story of a baby left on the doorstep of a YMCA and her life, but it is
also her mother’s story. “It’s all things. It’s heartbreaking and wise,
but also funny and dark. It’s one of those unforgettable books
that rarely comes along,” says Winstanley. It has been longlisted for
Canada’s biggest fiction prize, the Scotiabank Giller Prize.
Barry Gallant, chief operating officer
Gallant, age 45, Penguin Canada’s vice-president of finance and
operations, was promoted with Winstanley to chief operating
officer. He has worked with Penguin Canada in several financial
and operational capacities for 16 years.
After starting in a financial role, Gallant
moved to the operations side of Penguin,
focusing on client publisher management,
inventory control, distribution, and cus-
tomer service. “In terms of the new role,
I’m really excited about it, and we have a
great team in place to face the challenges ahead.”
ranDoM house of
CanaDa
Kristin Cochrane, 41, executive publisher
of the McClelland & Stewart Doubleday
Publishing Group and executive vice-presi-
dent of Random House of Canada
In June, Random House of Canada announced that Cochrane,
publisher of Doubleday Canada, was being promoted to oversee
a huge pool of talent as executive publisher of the McClelland &
Stewart Doubleday Publishing Group. The group she heads
C a n a d i a n P u b l i s h i n g 2 0 1 2
RETAIL ENVIRONMENT
Indigo’s Evolution
Heather Reisman, CEO of Indigo
Books & Music, Canada’s only
large-scale book retail chain, says
that digital book sales are about
12% to 13% of the market at the
moment, but she too says the pace
has slowed somewhat. Indigo is
now back to being a print books–
only business, but it was only in
January of this year that it sold the
digital arm it created, Kobo, to the
Japanes e I nt er net company
Rakuten for C$315 million (C$146
million of which went to Indigo). “What we’ve seen is obviously
this massive growth in digital relative to the standing start, but
it does seem to be tailing off a bit at the moment,” says Reisman.
Nevertheless, e-book and online sales are still growing, and that
has put Toronto-based Indigo and all bricks-and-mortar book-
stores under immense pressure.
Last fall, Indigo embarked on what Reisman describes as a
“five-year evolutionary process,” diversifying into its own lines
GETHSEMANE HALL
“Gethsemane Hall is a slowly
tightening noose of a novel, the
carefully measured tension be-
ginning with the pedestrian stu
of bad dreams and mysterious
sounds in the dark, and building
steadily until nally exploding in
an imaginative Grand Guignol re-
lease.”— Quill & Quire
9781459702257 | AVAILABLE
EXIT PAPERS FROM
PARADISE
A dark literary comedy about
a young man’s aspirations to
be something better than he
currently is. Set in Michigan, Exit
Papers is a daring debut by an
exciting young novelist.
9781459706118 | OCTOBER
MORE THAN BIRDS
Adventurous Lives of North
American Naturalists
The fascinating development of
natural history studies in North
America is portrayed through the
life stories of 22 naturalists. The
book includes excerpts from their
writings, proles of their research
and details of their personal lives.
9781459705586 | DECEMBER

SMOKE SIGNALS
The Native Takeback of North
America’s Tobacco Industry
A compelling look at tobacco’s
uses and abuses from its Native
origins to today’s controversies,
tracing its checkered history in
North America.
9781459706408 | DECEMBER
CUT TO THE BONE
A Hollis Grant Mystery, Book 4
“…the book stands out in its
genre for tackling the unfamiliar
subject of Canadian racial
attitudes.”
— Publishers Weekly
9781459702073 | NOVEMBER
includes Tundra Books, McClelland &
Stewart, Signal, Fenn-M.S., Doubleday
Canada, Doubleday Canada Books for
Young Readers, Bond Street Books, and
Appetite by Random House.
After graduating from Queen’s University in
Kingston, Ont., Cochrane attended the Banff
publishing immersion workshop and then was
hired as a sales and marketing assistant at Harp-
erCollins Canada. She held various senior sales and marketing positions
there between 1995 and 2006. Then she joined Doubleday Canada as
associate publisher and was promoted to publisher in 2010.
Cochrane expects it will take some time for the new publishing
division to knit together, but, she says, “Across the group there’s
a really lovely sense of co-operation and collegiality. Everyone’s
really excited to get to know each other’s lists better and find
ways we can work together within that group to publish better.”
BUZZ BOOK: “One of the books we are most excited about is
[Canadian author] Miranda Hill’s collection of short stories, Sleep-
ing Funny. She won the Journey Prize for a story that’s in the col-
lection. She’s just a fantastic writer,” says Cochrane.
C a n a d i a n P u b l i s h i n g 2 0 1 2
take on that role.’ But for a lot of people,
Indigo is the only game in town..., so
authors especially wanted to see their
title in Indigo,” he says.
One year into Indigo’s five-year plan,
Reisman says it is still too early to judge
its net result, but Indigo’s sales have not
declined by the full 12%–13% of the
market that has moved to digital. The
new product mix is a “wonderful success
with our customers,” she says. “We’re
seeing it continue to grow month over
month in double digits, and we see it as
an additional reason that people come
into the store.” She added that Indigo
aims to have more of its lifestyle products
influenced by writers and words. (For
example, the phrase “Love you to the
moon and back,” quoting children’s book
author Sam McBratney, is embroidered
onto a throw pillow.) “There is a connec-
tion between what we’re doing because
at our heart and soul that’s what we’re
about.”
Asked if Indigo might increase the
proportion of nonbook inventory, Reis-
man says she thinks the current balance
is working. “At the moment, we have no
plans to put less emphasis on books [or
give them] less space, but there’s no
question that depending on the category,
we are finding ways to do way more book
facing.” For example, she says, Indigo
tries to display as many cookbooks face
out as possible, but books that are core to
the assortment, such as more technical
books that the stores just have to have,
might be on the shelves spine out.
Another adaptation Reisman says she
would like to see evolve is a closer coor-
dination with publishers even before
books are published, so that they can
discuss and create opportunities for pro-
motion. For example, Reisman says,
when Penguin Group Canada’s new
president, Nicole Winstanley, told her
about Penguin staff holding a quinoa
cooking challenge, making recipes from
their new fall title Quinoa Revolution by
Patricia Green and Carolyn Hemming,
Reisman suggested extending it to
Indigo customers, who could participate
and discuss the book online and possibly
at events in stores. While it may be pos-
of designer gift and lifestyle products—
home decor items, body and bath prod-
ucts, and accessories. News of the shift in
its product mix, and that there would be
reduced space for books, was met with
dismay from many worried publishers,
but Reisman spoke of it as a necessary
adaptation for Indigo to survive the
changes in the industry. The closure of
Borders underlined her point, as many
Canadian publishers keenly felt the loss
of that account.
“I am sympathetic with Indigo,” says
Kim McArthur, president of McArthur
& Company, which is based in Toronto.
“They are adjusting as fast as they can.”
Publishers, in turn, have adapted, but
there are costs and casualties. “There are
smaller orders and fewer titles,” says
Toronto’s ECW Press copublisher David
Caron. Publishers have moved to smaller
print runs and hope for more frequent
reorders, but it is that much more diffi-
cult to introduce new writers. “The hard-
est part is that [Indigo will] pass on a
title entirely,” says Caron. In the past, he
says, Indigo used to try to make most
Canadian authors’ books available, at
least on a limited basis, but that is not
the case anymore. “I guess part of it is
that they say, ‘We’re a business, we can’t
WC_StepFWD_Bookends_PublisherWeekly_091012-2.indd 1 12-09-10 4:19 PM
The rise of
digital in Canada,
coinciding with
the global
economic
crisis, had many
effects. So far,
however, those
effects have
not been
cataclysmic.
C a n a d i a n P u b l i s h i n g 2 0 1 2
sible to do this in the short runup to the
book’s release on October 2, Reisman
says much more promotion could be
done with more time. “If you wait all the
way until the buying team in our com-
pany sees the catalogue and then pres-
ents it to our marketing people, it is too
late to plan something. Of course, you
are not going to do it with all [books],
10,000 titles,” she says, “but imagine if
you do it with a couple of hundred. You
generate much more of a buzz, more
heat, more of a focus on what’s between
the covers.... That to me is a whole other
way of operating in the 21st century,
where the writer, the publisher, the edi-
tor, the book retailer, and consumers
engage together.”
Target Flies North
There is another species that has played
an increasingly important role in retail
ecosystems in recent years—nontradi-
tional book retailers such as Costco, Wal-
Mart, and grocery and drug stores. They
are now all important accounts for many
publishers in Canada.
Publisher Marc Côté of the Toronto-
area indie house Cormorant Books says
the company has “had the best first six
months of the year we’ve ever, ever had.
Sales were up 50%.” He says a large part
of that is thanks to the sales force at
Thomas Allen & Son, which began rep-
resenting Cormorant after the two com-
panies agreed to work symbiotically last
year. The reps presented Cormorant’s
titles to Loblaws and Shoppers Drug
Mart, and they bought them. Voilà! A
50% increase in sales. But Côté is aware
of the risk of those accounts. The orders
are big, but the returns can be too. “We’ll
see how it all pans out,” he says.
That’s territory that ECW’s Caron
knows well now. “It’s great when they
take on a book that fits,” he says. “A
good example is Costco out east taking
the [Nova Scotia author] Anne Emery
titles. When they do, it works out very
well because the people out east support
local authors, and so they buy up a lot of
those books when they are there.” ECW
is careful to pitch books that fit Wal-
Mart and other big nonbook retailers.
Some books sell through well, others
don’t, says Caron. It’s important to
understand that the retail experience is
very different from a bookstore. “The
books are just going to be there. They’re
not going to be merchandised. There
will be a small array of titles, and so it’s
our job to get people into those stores.
Knowing that, we really sort of blitz in
terms of publicity for the window of
time when we know they will be in Wal-
Mart.”
This year, American retail giant Target
is expanding into Canada with plans to
open 125 stores across the country in
2013 and more in 2014. Kevin Hanson,
president of Simon & Schuster Canada,
which is based in Toronto, says he thinks
Target’s arrival in Canada will be an
important one for book publishers: “I
think it hits a sweet spot in Canada. It’s
midmarket, it’s discounted, it’s a broad
offering.” He notes that book buyers in
many secondary markets such as smaller
cities are not well served in Canada and
that consumers might benefit from Tar-
get moving into their communities.
Based on what Target does in its U.S.
stores, Hanson expects to see a broad
selection from bestseller fiction, midlist,
and literary fiction that might appeal to
book clubs. He notes that the U.S. stores
also have author signings, picks, and fea-
tured books.
For the Independents,
Survival of the Fittest
While consumers may be happy to see
Target enter the market, its presence will
only add to the pressure on independent
booksellers, already beleaguered by
increasing costs, competition with the
deep discounts offered online, and a
growing e-book segment of the market.
Closures of prominent stores have
made headlines across the country this
year. Vancouver’s Sharman Ki ng
announced that he was retiring and
would close his four Book Warehouse
locations. Nicholas Hoare announced he
would close both his Montreal and
Ottawa stores due to drastic rent hikes,
but the Montreal location was saved in
June when the mayor of Westmount
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C a n a d i a n P u b l i s h i n g 2 0 1 2
P u b l i s h e r s we e k ly ■ s e P t e mb e r 2 4 , 2 0 1 2 8
be able to sell e-books via a link to Kobo,
along with Kobo e-readers and accesso-
ries. So far, there is no similar deal with
the Canadian Booksellers Association,
but Todd Humphrey, Kobo’s executive
vice-president for business development,
says that Kobo is “having conversations
with booksellers’ associations around the
world, and we feel like we are the perfect
platform to power the independent
booksellers.”
One other e-book option is available to
independent bookstores in Canada.
In June, Calgary-based Enthrill Enter-
tainment launched its e-book gift cards
in 102 mass retail stores, primarily gro-
cery chains, and in 10 independent book-
stores. Seven other independents have
since joined. Participating publishers
include D&M Publishers (Vancouver),
House of Anansi (Toronto), Coach House
Books (Toronto), and Orca Book Pub-
lishers (Victoria). “We serve every single
device,” says Enthrill president Kevin
intervened to negotiate a temporary deal
with the landlord. Toronto lost one of its
oldest independents in January when the
Book Mark closed, and in the spring the
Toronto minichain Book City closed one
of its five stores.
Canadian Booksellers Association
president Mark Lefebvre said earlier
this year that there hadn’t been a dra-
mati c drop i n CBA membershi p,
though there are always changes as
bookstores are sold, open, and close.
While closures of prominent stores are
emotional blows to communities, Lefe-
bvre says he takes heart in seeing new
bookstores still opening “against all
odds in a really, scary dark season.”
Indeed, there were bright points, such
as Black Bond Books co-owner Cathy
Jesson buying and saving the Book
Warehouse flagship store in Vancouver,
and her brother, Michael Neill, open-
ing a second location of his Mosaic
Books in Kelowna, B.C.
Login Canada has also stepped in to
offer independents help selling e-books.
The Winnipeg-based science, technical,
and medical distributor has relaunched
what used to be called its Virtual Book-
store as its Affiliate program, and
through it will create a site, for free, for
independent bookstores to sell e-books
along with their print books. “We used
to have a nominal charge for mainte-
nance, but this year we decided to do
away with that,” says president Mark
Champagne, “because we wanted the
bookstores to have an opportunity to be
in the e-book game and actually make
some kind of money out of it if there are
sales in e for the particular books they
might be selling.” Champagne says more
than 70 bookstores have signed on for the
service, and about a dozen more agree-
ments are just being finalized.
Kobo also recently announced a deal
with the American Booksellers Associa-
tion so that its 2,000 members will soon

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Claudette McGowan
These Hands
Shawn Pendenque
Strings & Grips
Desmond McLennon
Coming Soon...From the Fields to the Future
By: Joyce Robinson
WHEN I GET OLDER:
THE STORY BEHIND WAVIN’ FLAG
By K’NAAN
With illustrations by Rudy Gutierrez
RESCUING THE CHILDREN:
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OSCAR PETERSON:
THE MAN AND HIS JAZZ
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Canadians telling Canadian stories to the world
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C a n a d i a n P u b l i s h i n g 2 0 1 2
tion was announced, RHC president and
CEO Brad Martin said that M&S had
been “experiencing financial challenges”
that he attributed to a difficult economy
and digital-driven transitions. With
M&S “fully within the Random House of
Canada family we will more effectively
be able to meet these challenges to ensure
the growth and long-term stability of
this iconic Canadian publisher.” And
with that, extended family became
immediate family.
The sale of one of Canada’s oldest and
most prestigious publishing houses to a
multinational raised nationalist hackles,
and many saw it as another sign, along
with the sale of Kobo to Japan’s Rakuten,
that the Canadian government is no lon-
ger enforcing a longstanding policy of
restricting foreign ownership within cul-
tural industries. But many in the indus-
try also acknowledged that the sale was
only the final step in a gradual integra-
tion that had been happening over the
Franco, “so you can buy an e-book for
anybody and not have to worry about
them not being able to read it.” The
response so far has been overwhelming,
and there are plans to expand to more
stores before Christmas.
Publishers Adapting to
Survive and Thrive
Louise Dennys, of Knopf Random Vin-
tage Canada, sums up the challenges
publishers in Canada are facing: “We
have to work with the fact that there are
fewer bookstores. We have to work with
the fact that space in bricks-and-mortar
stores is at a premium for books. Indigo
is very wisely, I think, having to diversify
from a bookstore into something much
broader in order to bring customers into
the stores, and I think Heather is doing
that brilliantly. But it also means that
the shelf space is less, and so we have to
find ways to make the book attraction
even greater than it has been before.”
PW takes a look at how publishers are
evolving, adapting, and finding clever
and creative ways to publish, market,
distribute, and draw readers to their
titles.
Random House of Canada Grows
Random House of Canada was already
the biggest house in Canada, but this
year it has evolved by growing larger
still. In January, RHC acquired McClel-
land & Stewart and its children’s pub-
lishing division, Tundra Books. M&S
and Tundra were already part of Ran-
dom’s extended family, since Random
bought a 25% share in M&S in 2000.
(Then-owner Avie Bennett donated the
remaining 75% to the University of
Toronto.) Over the next decade, M&S
gradually became more closely inte-
grated with Random House, sharing its
sales, production, human resources, and
accounting services. When the acquisi-
WHEN I GET OLDER:
THE STORY BEHIND WAVIN’ FLAG
By K’NAAN
With illustrations by Rudy Gutierrez
RESCUING THE CHILDREN:
THE STORY OF THE
KINDERTRANSPORT
By Deborah Hodge
OSCAR PETERSON:
THE MAN AND HIS JAZZ
By Jack Batten
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Personal reflections on the
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The inspirational story of the
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Jacketed Hardcover Autobiography
For ages 6 to 9
From refugee to hip-hop star,
K’naan’s inspirational personal
story
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9781770492691
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PUBLISHING EXCELLENCE
Another year of
Shortlisted for the 2012
Man Booker Prize
Winner of the 2012
Canadian Booksellers
assoCiation liBris award
Finalist for the 2011
Governor General’s
award
Winner of the 2012
Canadian liBrary
assoCiation Book of the
year for Children award
and the ruth and sylvia
sChwartz award
Shortlisted for the 2011
Man Booker Prize
Longlisted for the 2011
oranGe Prize for fiCtion
Winner of the 2012
Charles taylor Prize
Shortlisted for the 2012
Canadian Booksellers
assoCiation liBris awards
and the williaM saroyan
international Prize
Finalist for the 2011
sCotiaBank Giller Prize
and the Governor General’s
award Shortlisted for the 2012
williaM saroyan
international Prize
@HarperCollinsCA HarperCollins Canada HarperCollins.ca
L
O
N
G
L
IS
T
E
D
FOR THE 2012 S
C
O
T
I A
B
A
N
K
G I L L E R P R I Z E
PUBLISHING EXCELLENCE
Another year of
Shortlisted for the 2012
Man Booker Prize
Winner of the 2012
Canadian Booksellers
assoCiation liBris award
Finalist for the 2011
Governor General’s
award
Winner of the 2012
Canadian liBrary
assoCiation Book of the
year for Children award
and the ruth and sylvia
sChwartz award
Shortlisted for the 2011
Man Booker Prize
Longlisted for the 2011
oranGe Prize for fiCtion
Winner of the 2012
Charles taylor Prize
Shortlisted for the 2012
Canadian Booksellers
assoCiation liBris awards
and the williaM saroyan
international Prize
Finalist for the 2011
sCotiaBank Giller Prize
and the Governor General’s
award Shortlisted for the 2012
williaM saroyan
international Prize
@HarperCollinsCA HarperCollins Canada HarperCollins.ca
L
O
N
G
L
IS
T
E
D
FOR THE 2012 S
C
O
T
I A
B
A
N
K
G I L L E R P R I Z E
C a n a d i a n P u b l i s h i n g 2 0 1 2
can work together within that group to
publish better.”
Having more people on the frontlines
paying close attention to each title can be
an advantage at a time when conven-
tional publishing wisdom is changing.
For example, Cochrane speaks about the
company’s variations on the traditional
formula that a paperback should be
released 12 months after the hardcover is
published. The current thinking is that
it could be six months or nine months or
longer than a year, depending on the
book and circumstances in the market for
it. “That’s what’s so frankly fun about it,”
she says. “Each book and each author
demands its own unique set of consider-
ations, whether it’s the marketing plan,
the format, the price, the publicity plan,
everything. So as publishers we now get
to look more specifically at the timing
for the paperback, the price for the
e-book, the price for the hardcover.”
Louise Dennys offers a good explana-
tion of the evolutionary advantages of
RHC’s new size and number of imprints.
She notes that each imprint is similar in
size and staff to a midsize Canadian pub-
lishing house and can therefore devote
more close attention to each of the books
on its list. “We have a very different ship
behind us, but as imprints, we can still
operate with as much nimbleness and
speed as a midsize publishing house in
terms of how we handle our own publica-
tions in Canada,” says Dennys. “We act
rather like a very fast sloop. A lot of the
larger publishing houses in the old days
used to be rather like the Queen Mary.
Now we whip around the place like a
much faster boat.”
Penguin Group (Canada) Heads
South
Penguin Group (Canada) has launched a
new imprint at Penguin U.S. this year.
The imprint is named Pintail, after a bird
that migrates between Canada and the
U.S., says Penguin’s new president,
Nicole Winstanley. The imprint consists
of titles for which Penguin Canada has
rights and which it believes have signifi-
cant U.S. sales potential, she explains—
Penguin Canada is publishing the book,
past decade. Random House made com-
mitments to maintaining the publishing
program, including the eponymous
McClelland & Stewart imprint and the
New Canadian Library, Emblem Edi-
tions, and Signal imprints. In fact, Mar-
tin tells PW that Random House is
growing those publishing programs. For
example, he says Tundra has signed nine
new children’s authors, and its title list
is growing by 25% with 34 titles in
2012, 54 in 2013, and 59 in 2014.
In June, Random House of Canada
announced the creation of the McClel-
land & Stewart Doubleday Canada Pub-
lishing Group to be headed by executive
publisher Kristin Cochrane. In addition
to bringing Doubleday Canada, M&S,
and Tundra together into one division, it
will also include the Fenn-M&S sports
imprint and the Appetite lifestyle
imprint. Announcing the creation of the
new division, Martin said that the new
structure would allow each imprint to
develop a sharper focus, though authors
would not be moved from imprints
where they have established relation-
ships. Cochrane said that one example of
that sort of refining of the lists going
forward might be that a sports book that
Doubleday Canada might have pub-
lished in the past would go to the Fenn-
M&S imprint, where publisher Jordan
Fenn has exclusively focused on sports.
Cochrane, who had been head of Dou-
bleday Canada, which is celebrating its
75th anniversary this year, is careful to
emphasize that the editorial identities of
the imprints will be maintained. “The
group itself will evolve in how it works
organizationally and as we come together,
but individually we have a really clear
sense of those imprints and really strong
publishing heads of each,” she says.
“Across the group there’s a really lovely
sense of cooperation and collegiality.
Everyone’s really excited to get to know
each other’s lists better and find ways we
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PW_Canadian_Supplement3.indd 1 12-09-10 4:43 PM
C a n a d i a n P u b l i s h i n g 2 0 1 2
but Penguin U.S. will do sales and mar-
keting. The fall list includes such books
as Chef Michael Smith’s Kitchen; the Scotia-
bank Giller Prize finalist Better Living
Through Plastic Explosives, a short story
collection by Zsuzsi Gartner; and Sarita
Mandanna’s first novel, Tiger Hills. Man-
danna has already been picked to be fea-
tured in Target stores as an emerging
author. “It is a great opportunity to
extend our reach,” says Winstanley.
HarperCollins Canada Grows at
Home
HarperCollins Canada (based in Toronto)
is launching a new imprint, Patrick
Crean Editions, which will be home to
renowned publisher Patrick Crean, who
joined the company this month. Crean
left Thomas Allen & Son and the pub-
lishing program he founded there 12
years ago on a high note after publishing
the 2011 winner of the C$50,000 Scotia-
bank Giller Prize, Canada’s top prize for
fiction—Esi Edugyan’s novel Half-Blood
Blues. Crean also published Austin
Clarke’s Giller winner, The Polished Hoe,
in 2002. His authors’ books have also
won Governor General’s Literary Awards
for fiction and nonfiction and the Pear-
son Writers’ Trust Prize for Nonfiction.
HarperCollins president and CEO
David Kent says Crean’s talent will be
well served by the resources of a larger
publishing house. Crean is an ideal addi-
tion to the company’s editorial staff,
Kent says, noting that Crean’s extensive
experience means that he could help
Phyllis Bruce, vice-president and pub-
lisher of Phyllis Bruce Books, mentor the
next generation of young editors at
HarperCollins Canada.
The editorial staff is also growing with
the hiring of editor Jane Warren, who
acquired and edited Edugyan’s Half-
Blood Blues while at Key Porter Books. At
HarperCollins, Warren will acquire
Canadian and international fiction and
nonfiction, as well as doing substantive
editing on selected adult and YA books.
House of Anansi Launches
Two Imprints
House of Anansi is celebrating its 45th
created a series of 15 artist print books in
boxes called Speeches for Doctor Franken-
stein. Pachter illustrated Atwood’s
poems. Those 15 copies were the only
editions of the books that ever existed.
“It’s a fine-art object,” says Anansi presi-
dent Sarah MacLachlan. “You could go to
the expense of sending it to Switzerland
and making a beautiful print book out of
it and sell 100 copies,” but once Atwood
saw a digital edition of her first illus-
trated children’s book, Up in the Tree, that
Anansi’s children’s publisher, Ground-
wood Books, had produced, she sug-
gested producing this the same way.
Fitzhenry & Whiteside:
An Acquisition
This summer Toronto-based publisher
and distributor Fitzhenry & Whiteside
expanded with the acquisition of White-
cap Books, the Vancouver house best
known for its culinary list. Whitecap co-
owners Michael Burch and Nick Rundall
anniversary by launching a new imprint:
A-List. The idea was sparked by the twist
of fate that allowed Anansi to reclaim the
rights to Survival, Margaret Atwood’s
seminal study of Canadian literature and
national identity. In the 1980s, former
Anansi owner Jack Stoddart sold the
rights to McClelland & Stewart, but with
a clause that returned the book to Anansi
if M&S was no longer Canadian owned.
That reclamation inspired Anansi to cre-
ate an imprint with a selection of Cana-
dian works from its backlist, redesign
their covers, and add introductions from
well-known Canadian writers. It’s an
eclectic list including poetry from
Atwood, Dennis Lee, and Al Purdy, as
well as fiction from Graeme Gibson,
Anne Hébert, Roch Carrier, Rawi Hage,
Lisa Moore, and Gil Adamson.
Anansi is also starting a digital
imprint, and another Margaret Atwood
project will be the lead title. In 1966,
Atwood and the artist Charles Pachter
PW- Login Canada third page ad final in outlines 2012 .indd 1 12/09/2012 4:18:39 PM
C a n a d i a n P u b l i s h i n g 2 0 1 2
P U B L I S H E R S WE E K LY ■ S E P T E MB E R 2 4 , 2 0 1 2 14
bestselling authors such as Maeve Binchy
and Ian Rankin off McArthur’s distribu-
tion list, representing about C$11 mil-
lion in revenue, president Kim McArthur
says, the company had to quickly regroup
and refocus on its Canadian publishing
program. Now, she says, “We are nimble.
We are like a small speedboat darting in
and out, finding our spots.”
say the business is healthy, but, approach-
ing retirement, both wanted less respon-
sibility. Rundall has stayed on as sales
manager for Whitecap. “We think it is an
important part of the adult publishing
program,” says president Sharon Fitzhenry.
She adds that as Whitecap’s distributor
since 2011, Fitzhenry & Whiteside knows
the high quality of the company’s books
and “we think it was a good mix.”
McArthur & Company Gets
Smaller and Nimble
McArthur & Company has adapted in the
other direction by contracting. When
Hachette UK moved its Canadian sales
and distribution to Hachette’s U.S. offices
in 2010, taking all of its agencies and
K
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A
p
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e
a
l When Kobo first entered the digital reading and reader fray
in 2010, CEO Michael Serbinis spoke of the company as a
David taking on Amazon’s Goliath. And in many ways, Kobo
still is a David in the field, even though its acquisition by
Japan’s Rakuten in January this year meant that it now has a
giant (albeit a smaller one) on its side.
In Canada, where Kobo has its deepest roots and connec-
tion with consumers and a large share of the market, publish-
ers and others in the industry have observed the growth of
e-book sales slowing somewhat. ECW Press’s co-publisher
David Caron says that what was once 300% growth year over
year in ECW’s monthly e-book sales has slowed to about
85%. Caron and BookNet Canada’s CEO Noah Genner have
speculated that the slowdown probably indicates that the
wave of early adopters buying devices and e-books has peaked.
But Todd Humphrey, Kobo’s executive vice-president of busi-
ness development, says Kobo’s growth is still accelerating and
exceeding expectations. “Our growth month over month from
day one has been ahead of where
we thought it would be,” he
tells PW. “We set some pretty
lofty goals for ourselves, and we
continue to see, both in Canada
and around the globe, a faster
adoption, and not only in con-
verting people into e-book cus-
tomers—the rate at which they
are then making purchases con-
tinues to accelerate, so our busi-
ness domestically and globally
continues to accelerate.”
While Amazon still domi-
nates the U.S. market with
Kindle, Kobo meets it toe to toe. Early in September, Kobo
unveiled its three new devices—the e-ink Kobo Mini, Kobo
Glo (with a front light), and its new tablet, the Kobo Arc, in the
same week as Amazon’s Kindle Fire. Humphrey promoted the
Arc’s user interface Tapestries as a feature that brings “content
to the surface that is really personalized to the user that is on
that device at that moment. It allows for easier movement
through the device, allows for greater discovery whether it is
music or movies or books or Web pages—the device does a lot
of that heavy lifting for the consumer.” He added that the Arc
is also on an open Android 4.0 platform. “It’s got access to
Google Play, which is the Google App store, more than
600,000 applications.”
Kobo recently made a new inroad, partnering with the
American Booksellers Association to allow independent book-
sellers to sell e-books and Kobo devices. Giving Kobo access
to 2,000 independent booksellers, Humphrey says the deal
“allows us to begin to service, from an independent stand-
point, a market that has otherwise been typically untouched
to this point.” While there is no similar deal with the Cana-
dian booksellers, he says, Kobo is in conversation with book-
seller associations around the world. While he could not dis-
close the financial details of the deal with the ABA, Hum-
phrey says, “The independent bookseller is affiliated with that
customer, so there’s a nice revenue share. We didn’t want to
walk in and just presume the independents wanted to hand
over their customers, so it really is a partnership in the truest
sense of the word.”
But Kobo’s strategy has always been a global one. “From
day one we said we are going to be an open platform and a
global company, and I think that the acquisition by Rakuten
has allowed us to
accelerate that,” says
Humphrey. One
approach Kobo has
used to appeal to cus-
tomers in other mar-
kets is to offer service
in the local language.
“It’s another layer
of complexity, but it
really has been a criti-
cal piece of the way that we have gone to market is to say,
‘We’re here to serve you as a customer and we’re here in your
local language, and I think that has spoken volumes about the
way we approach our customer experience.” Even if Kobo
never beats Amazon in the U.S., the world is a big place.
Humphrey says that Kobo has plans to launch in Brazil. Such
emerging markets offer lots of opportunity to companies will-
ing to venture there.
Kobo Arc (r.) and Kobo Glo
C a n a d i a n P u b l i s h i n g 2 0 1 2
Firefly Adapts to the Evolving
Reader
Lionel Koffler, owner and publisher of
Firefly Books, says that readers these days
are demanding more return for the
money and time they invest in a book.
They want to learn a new skill or save
more money or be healthier, he says.
“We’re doing very little these days which
used to be the core of our list, which is
wildlife photographs and botanical
paintings and the like, celebrating the
beauty of the natural world,” he says.
Instead Firefly is producing many more
how-to books. “It might be instead of
some great photographer’s pictures of
wildlife, it is how to take your own pic-
tures,” says Koffler. One of the lead titles
this fall is The Brain Book, edited by Ken
Ashwell, an encyclopedic guide to the
brain that also offers advice on maintain-
ing a healthy brain.
Marketing Adaptations
The digital translation of location, loca-
tion, location is discoverability, discover-
ability, discoverability. Here are some of
the ways publishers in Canada are adapt-
ing to make sure they, their books, and
their authors get noticed.
Do-It-Yourself Press
One way to manage the media is to create
your own. This fall, Random House of
Canada unveiled its own online maga-
zine, Hazlitt, named after the 19th-cen-
tury author and journalist William
Hazlitt. It is a venue to showcase the
company’s authors and content, but it is
intended to be a fully realized online
magazine, examining culture and cur-
rent affairs on a daily basis. Robert
Wheaton, vice-president and director,
strategic digital business development,
says, “The mission is to provide a com-
pelling, entertaining, informative online
magazine and the things that online
magazines do best, and to publish work
at its natural length, whether that is a
500-word blog post or a short online film
or a marquee online feature.” Random
House of Canada has hired two promi-
nent journalists to make it all happen:
Christopher Frey, as director of digital
publishing and Hazlitt editor-in-chief,
and Alexandra Molotkow, as Hazlitt
senior editor.
The company has also created two
other magazine-style Web sites. “Crave”
features culinary and lifestyle content
from all of RHC’s imprints, particularly
from publisher Robert McCullough’s
new imprint, Appetite, but also from
houses that the company distributes in
Canada such as Crown’s Clarkson Potter.
Retreat features fiction and literary non-
fiction. “There’s book club content if
people are having conversations about
the books—and also for people who want
to talk about books, hopefully this is a
45 YEARS OF VERY GOOD BOOKS
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exploring ourselves and
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author of The Elegant Universe
Random House Canada’s online magazine,
Hazlitt, features RHC books and authors.
Random’s two online magazine sites promote
its cooking and literary fare, respectively.
C a n a d i a n P u b l i s h i n g 2 0 1 2
P U B L I S H E R S WE E K LY ■ S E P T E MB E R 2 4 , 2 0 1 2 16
rock-and-roll connection this season. It’s
a picture book for six-to-nine-year-olds,
a biography of the Somali-Canadian rap-
per, singer, and songwriter, K’naan.
Titled When I Get Older, the book is based
on his song “Wavin’ Flag,” which is his
personal story, and it was chosen as a
theme song for the FIFA World Cup in
2010. “It’s really a refugee story,” says
Tundra publisher Alison Morgan. K’naan
grew up happily in Mogadishu until civil
war shook up his life, and he moved to
New York then Canada, and struggled to
settle in. The book comes with a history
of Somalia, sheet music, and the lyrics.
In August, HarperCollins Canada
published Such Wicked Intent, the sequel
to Canadian YA star author Kenneth
Oppel’s This Dark Endeavor, about a
young Victor Frankenstein. Hadley
Dyer, executive editor of children’s
books, said Oppel does not intend to
write a third book for a trilogy, but since
the producers of Twilight have optioned
the first book, he isn’t entirely closing
the door. HarperCollins will have more
Hollywood sparkle in December when
Peter Jackson’s first film of J.R.R.
Tolkein’s The Hobbit is released and will
undoubtedly boost sales of the Harper-
Collins edition of the book.
House of Anansi was ahead of the
trend with its long-standing partnership
with the CBC to publish the Massey Lec-
tures, an annual series of five lectures
delivered by a noted thinker on five cam-
puses across Canada, broadcast nationally
on CBC radio, and streamed on the Inter-
net. This fall’s lectures, “The Universe
Within: From Quantum to Cosmos,” are
by theoretical physicist Neil Turok. “The
catch line we use, and we want to get
T-shirts made with it, is
great forum,” says RHC’s director of
marketing and corporate communica-
tions, Tracey Turriff.
And while Random House has taken
the biggest step into the realm of maga-
zine publishing, it is not the only or the
first publisher to do so in Canada. In
2011, HarperCollins Canada started cre-
ating and publishing Frenzy, a small-
f ormat pri nt magazi ne f or teens.
Designed in-house by Jessica Anderson,
creative coordinator, traditional, Frenzy
closely resembles a teen or fashion maga-
zine. But Vikki VanSickle, marketing
specialist and outreach, says all of the
content is 100% related to HarperCol-
lins Canada’s books. It includes author
interviews and information about books,
but also quizzes and celebrity and fashion
spreads. The current issue includes a
fashion spread based on a fall title set in
the 1920s. About 2,000 print copies go
out to public and school libraries each
season as well as to individual subscrib-
ers. Marketing director Cory Beatty says
Frenzy is an effective tool for connecting
with booksellers and readers. “Some of
the dedicated teen booksellers at Chap-
ters/Indigo, for example, have it in their
stores, so they’re aware of what books are
out. That has sometimes led to extra
placement or even handing [the maga-
zine] out to other staff to keep them
informed about what books are coming
out.” Bloggers were invited to an exclu-
sive Frenzy event at the Toronto Harper-
Collins offices for a behind-the-scenes
view of the publishing program and
upcoming YA titles. The department is
also building Frenzy’s online presence.
As a part of Corus Entertainment, one
of Canada’s largest media compa-
nies, Kids Can Press has some evo-
lutionary advantages stemming
from its integration with Corus’s
television stations such as Treehouse
and Nickelodeon (Canada). Working
with Corus’s Nelvana, one of the
world’s leading creators, producers,
and distributors of children’s and ani-
mated programming, Kids Can’s
Franklin the Turtle has become a global
brand that is about to get much bigger
still. “We’re just at the front end of the
Franklin tsunami that is about to hit,”
says Kids Can president Lisa Lyons.
This fall, Kids Can will release story-
books based on episodes of the Nelvana-
made CGI Franklin television series in
Canada. The television series began air-
ing on Nickelodeon in February this
year, and the storybooks will release in
the U.S. next fall in tandem with a big
merchandising push that will appear at
Christmas 2013 throughout North
America. The books have also been
licensed internationally in such markets
as France and Poland. Franklin now has
60,000 friends on Facebook.
Cross-Pollination
If you aren’t part of a media conglomer-
ate or can’t make your own media part-
nerships, serendipitous connections with
other media can give a book a big boost.
And a dash of celebrity never hurts.
ECW Press has published numerous
music books, but the house has never had
one like Clockwork Angels. Rush drum-
mer Neil Peart teamed up with science
fiction writer Kevin J. Anderson to
expand the story told in Peart’s lyrics on
the latest Rush album, of the
same name. Rush’s record
compani es Atl anti c and
Roadrunner are helping to
promote the book with some
flashy results. On August 31,
Rolling Stone magazine ran an
excerpt. In exchange, ECW is
promoting the album with
flyers inside the book and at
events.
Tundra Books also has a
HarperCollins’s teen
fashion magazine helps promote
lots of HarperCollins books.
C a n a d i a n P u b l i s h i n g 2 0 1 2
‘We are analog beings living in a digital
world facing a quantum future,’ ” says
Anansi president MacLachlan. “He’s
really talking about how... we are actu-
ally the authors of many of our problems,
but we can be the authors of our solu-
tions,” she says. Anansi will publish it
directly into the U.S. and is already field-
ing several international offers.
The Stone Thrower, a memoir by Jael
Ealey Richardson about her father,
Chuck Ealey, who became a star in the
Canadian Football League when racism
kept him from playing professionally in
the U.S, will also benefit from the airing
of a television documentary about Ealey.
The film was commissioned by TSN for
the 100th anniversary of the Grey Cup.
Thomas Allen & Son are publishing.
McArthur & Company is also benefit-
ing from the sale of rights for Paul
Almond’s seven-book historical Alford
saga to Toronto’s Cream Productions,
which is now creating a television mini-
series for CBC Television of the first
book, The Deserter. McArthur has also
sold the rights for Margaret Atwood’s
series of children’s books, Wandering
Wenda and Friends, to Toronto-based
Breakthrough Entertainment, one of
Canada’s largest television production
and distribution companies.
Toronto-based Annick Press is work-
ing with New York–based Open Road
Media to help create and market some of
its e-books, including 20 books by chil-
dren’s favorite Robert Munsch that are
enhanced with audio of Munsch reading
the story, music, and sound effects. “The
whole story with e-books is discoverabil-
ity,” says Annick director Rick Wilks,
who credits Open Road’s good relation-
ships with e-tailers for the success of the
books.
“Open Road has such good relation-
ships with all the e-tailers. They are into
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o
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For printer Webcom, adapting to changes in publishing has required a speed
that might be closer to revolution than evolution.
In the past two years, the printer has invested more than C$20 million in
inkjet presses and in developing its BookFWD production model. BookFWD
is designed to help publishers print and manage their inventories and meet
the changing demands of the market, whether that is shorter print runs and
quicker cycle times or more customization, says president and CEO Mike
Collinge.
With a capacity to print two billion pages a year, Webcom now is the
second-largest digital inkjet printing company in North America. Collinge
says that about 30% of Webcom’s business has now shifted from offset
printing to high-speed inkjet presses. The average order size has dropped by
53% since January 2011, but he says, the number of orders placed has grown
68%, so the number of books being printed has actually increased.
The publishers’ challenge is not to produce more books than they can sell
but enough to meet the demand, he adds. “Our ability to run many smaller
orders that are just geared to the demand that they are confident in is helping
our publishers become more profitable and responsive to their market, and
even still, the total number of books is significantly growing for us.”
Webcom is now the
second-largest inkjet
printer in North
America.
C a n a d i a n P u b l i s h i n g 2 0 1 2
P u b l i s h e r s we e k ly ■ s e P t e mb e r 2 4 , 2 0 1 2 18
the Middle East and tries to understand
the intricacies of power struggles, reli-
gion, oil, influence, and uneasy alliances
in the region, Dundurn Press is publish-
ing Maclean’s magazine’s foreign corre-
spondent Michael Petrou’s book Is This
Your First War? Travels Through the Post-
9/11 Islamic World, out when many peo-
ple might be reaching for a book with
some answers.
Groundwood Books author Deborah
Ellis will also offer readers of her new YA
novel, My Name Is Parvana, insights into
Afghanistan and its people in a sequel to
her critically acclaimed Breadwinner
trilogy, which has sold more than two
million copies in 28 languages.
OwlKids Books is creating an enhanced
e-book app for Elin Kelsey and illustrator
Soyeon Kim’s picture book, You Are Star-
dust, but Kelsey’s inspiration couldn’t be
more down-to-earth. She is concerned
that today’s kids don’t have enough
opportunities to connect with nature. ■
Amazon, they’re talking about it, they
are offering specials,” he says. “I think
The Paper Bag Princess got to #5 on the
kids’ book bestseller list at Amazon.
That was just a few weeks after the
e-book was released this summer. It just
rocketed.”
Orca Book Publishers in Victoria is
partnering with the Vancouver school
board in a pilot project, providing
about 175 e-books to about 90 schools.
“The purpose is really to see how it
wor ks , ” s ays publ i s her Andr ew
Wooldridge. “It allows them to gather
information on who’s reading what and
how and how fast and which building
is progressing faster than which other
one and to try to gauge how to increase
reading scores.”
Marketing with a Sense of Humor
In the absence of in-house magazine
production and media deals, mar-
keting with originality and a sense
of humor still works in the digital
age.
In August, indie house Coach House
Books offered a Sex Trade-in Sale to pro-
mote its spring release of Tamara Faith
Berger’s novel Maidenhead. Readers
could trade in their copies of Fifty Shades
of Grey for a discount on Berger’s novel.
Those who could not physically bring
their book into Coach House’s offices in
downtown Toronto could e-mail a photo
of themselves with their copy of Fifty
Shades of Grey along with their favorite
or least favorite passage from the book in
order to get the print edition of Maiden-
head for C$12 or the e-book for C$8.
Berger’s book published this month in
the U.S.
Timing Is Still Everything
If the timing is right, newspaper head-
lines and the nightly news may contrib-
ute to a publisher’s marketing efforts. As
the world watches the current turmoil in
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PW_Layout 1 9/19/2012 12:15 PM Page 1
THANK YOU
FOR 14 GREAT YEARS!
Beatrice MacNeil
Stuart Clark
Mélanie Vincelette
Anne DeGrace
Margaret Atwood
Nancy Huston
Paul Almond

Donna Milner
Emily St. John Mandel
David J. Bercuson &
Holger H. Herwig

FALL 2012
MCARTHUR & COMPANY
TORONTO
www.mcarthur-co.com
THANK YOU
FOR 14 GREAT YEARS!
Beatrice MacNeil
Stuart Clark
Mélanie Vincelette
Anne DeGrace
Margaret Atwood
Nancy Huston
Paul Almond

Donna Milner
Emily St. John Mandel
David J. Bercuson &
Holger H. Herwig

FALL 2012
MCARTHUR & COMPANY
TORONTO
www.mcarthur-co.com
THANK YOU
FOR 14 GREAT YEARS!
Beatrice MacNeil
Stuart Clark
Mélanie Vincelette
Anne DeGrace
Margaret Atwood
Nancy Huston
Paul Almond

Donna Milner
Emily St. John Mandel
David J. Bercuson &
Holger H. Herwig

FALL 2012
MCARTHUR & COMPANY
TORONTO
www.mcarthur-co.com
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RANDOM HOUSE OF CANADA
www.randomhouse.ca
Random House Inc. Distribution Center
400 Hahn Road, Westminster, MD 21157
Phone: 1-800-733-3000 • Fax: 1-800-659-2436

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