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The Bird

Penguin Group News

Published Quarterly | Volume 7 | October 2009

Copyright © 2009 Penguin Group

Worldview


 We're devoting this edition of The Bird to The Kids. Children's publishing has always been a hallmark of Penguin. We have the publishing brands — Puffin, DK, Ladybird — and the author brands — Roald Dahl, Eric Carle, Beatrix Potter — and the market positions. In the UK our adult market share lags well behind Hachette and Random House but we are the number one publisher of children's books (now that JK has taken a well deserved rest).

The paradox of the children's market is that, while media surveys tell us that young people are too busy playing computer games and ripping off music to bother with books, sales in the category continue to grow. Our biggest retail customers around the world tell us that they're planning to invest more in children's product, children's marketing, and children's floor space. So either guilty parents are buying millions of books that their children then ignore, or something's going on that the media studies aren't telling us.

The Bird asked our top children's publishers to shed some light on the big trends in the market. They also tell us what makes Penguin's approach to children's publishing so successful and distinctive. There have, as you may know, been some important changes in recent months. Don Weisberg took over as President of the Penguin Young Readers Group in May of last year and, with the support of a fantastic team, has given fresh energy and focus to our children's publishing in New York. This week we launched with great hoopla a brand new story about Winnie the Pooh, penned by David Benedictus, a typically creative example of how we're seizing new opportunities.

In London, we have reunited all of our children's publishing under the leadership of Stephanie Barton and Francesca Dow. So Puffin, Ladybird, Frederick Warne and BBC Children's Books are now a single children's powerhouse with more channel authority than was possible before. The integration of the UK children's organisation will also strengthen communications between London and New York because the two teams will have a common structure and a common focus.

Together they'll be tackling the big issues of the day:

What's the opportunity in the e-book market? Not much at the moment because devices are so expensive and don't offer colour but potentially enormous as the next generation of e-readers enters the market with full colour and much greater functionality.

How do we build on our growth in the Young Adult market? We don't need JK Rowling and Stephenie Meyer to tell us that bestselling YA can become true global phenomena. Nick Hornby, Mike Lupica and Greg Mortensen have led the way for us, and have sold in big numbers, but we're still looking for the worldwide blockbuster.

How do we transfer the skills we have accumulated in London, Melbourne and New York to the less developed children's markets in, among other territories, China, India and South Africa? We need to pool our expertise in special sales, design, online marketing, pricing, licensing...

The list is almost endless — as are the opportunities. So I hope you'll take the time to take a close look at this issue, and give some thought to the adult readers of tomorrow. I'm sure you'll enjoy it.

John

The Bird Interview

The Bird Interview: Don Weisberg

 Don Weisberg has been in the publishing business his entire adult life. He began in 1973 working in a bookstore, followed by numerous jobs in sales, marketing and publishing at Bantam Books, then Bantam Doubleday Dell, Random House and now Penguin. He was Chief Operating Officer of Random House for seven years before becoming President of the Penguin Young Readers Group in May 2008.

Here Don responds to a number of questions about Penguin Young Readers Group's performance as well as the importance of online marketing and ways to attract more readers in today's economic climate.

How would you describe your first year at the helm of Penguin Young Readers Group?

It's been an exciting and rewarding first year. After 35 years in the industry, I've enjoyed learning a completely new aspect of the business and seeing first hand the differences between children's and adult books. Penguin Young Readers Group has one of the richest lists in the industry and I am gratified to have inherited such amazing books and such a terrific team.

There is a real electricity at 345 Hudson Street. What are some of the things that are driving this energy?

Thank you. There are a couple of things contributing to the energy here. One is that every member of our team knows and believes that what we do is important and that our books can make a difference in the lives of children. The people who work in the young readers division are a combination of optimism and idealism. Combine that with the incredible authors and books that we publish, and the energy is palpable. On top of that, we realize that we haven't even begun to scratch the surface of our potential.

You have such a talented team of publishers, editors, marketing/publicity and sales executives. How do you keep everyone motivated?

Good question. I'll let you know when I figure it out. In all seriousness, motivation is never the job of one person. As long as our team feels independent and empowered to take risks, we will reap great rewards.

How would you describe some of your teams' most effective publishing strategies?

The simplest explanation is that we implement long-term strategies that focus on our authors' overall careers and how we can best help them reach their full potential. We define the pillars of the house, and put our energy on projects that will have the most long-term impact on our results, and we don't let up.

What are the most exciting aspects of Penguin Young Readers Group at the mid-year point and beyond?

To finish the first half of the year with Sarah Dessen's Along for the Ride debuting on the New York Times Children's Chapter Book bestseller list at #1, the Wall Street Journal bestseller list at #3 and the USA Today bestseller list at #11 is testimony to all of our efforts, from the long-term publishing strategy to a creative marketing and publicity campaign to an incredible look and feel of the book to an aggressive distribution stance in the marketplace. We approached the campaign knowing that Sarah Dessen had written a #1 bestseller, and we made it happen. This is just one example of our new publishing philosophy, which we now bring to all of our major campaigns.

How would you describe the current state of children's and young adult publishing in the U.S. during what is still a challenging economic climate?

Children's and YA publishing are probably two of the few areas that are not suffering to the same degree as other areas of the business. However, regardless of format or genre, our customers are facing one of the most difficult sales climates in recent history. In some cases, survival is at stake and no area goes untouched. We are picking our shots and focusing on our tried and true backlist. Penguin's backlist is a great advantage during these times, but it is a struggle nonetheless.

Even though there are reports that kids are more interested in sending and reading text messages than reading books, the teen/young adult market appears to be particularly vibrant now. Why do you think that is?

Hold on, I'm in the middle of a text message. All kidding aside, I don't have the slightest idea. Okay, I'll give it a shot. The YA books with which we have had the most success deal with important issues such as teen suicide, anorexia, divorce and loss. One potential theory is that teens seek out our books because they deal with significant issues that twitter and texts can't intelligently address. Secondly, texting and twittering can't replace the pure entertainment that a Twilight or our own Vampire Academy can deliver.

Some of your Group's online marketing campaigns have been particularly successful, such as ones for Thirteen Reasons Why and Sarah Dessen's new book, Along for the Ride. Can you tell me a little about those?

The central idea behind both the Thirteen Reasons Why and Sarah Dessen online campaigns is reader interaction. Instead of force-feeding teens information about our books, we allow our readers to communicate with and influence one another via reader comment tools and social networking sites. For example, when we launched the Thirteen Reasons Why reader comment tool on the book's website, fans instantly started posting comments. These comments spurred others. There are now over 4000 comments on the site. Combine that with two incredible reading experiences and you have a cocktail for success.

Your group has also had success with bestselling adult authors crossing over and writing bestsellers for the young readers market, such as Mike Lupica and Nick Hornby. What do you think accounts for this publishing trend and your Group's success with it?

Two of the biggest bestselling YA authors over the last ten years are JK Rowling and Stephenie Meyer. A recent study showed that over 50% of Meyer's readers are adult. This is no different than the movie industry, where films like Star Wars and Indiana Jones draw both young and old viewers. At Penguin Young Readers Group, we are always striving to find books that readers will enjoy, regardless of age. Mike Lupica and Nick Hornby are great examples of authors who reach readers of all ages. We've also had incredible success with our Young Readers edition of Three Cups of Tea by Greg Mortenson, which has been on the New York Times best seller list for 32 weeks now, several of those at #1.

Shifting gears, what inspired you to begin your career in book publishing?

The video and music stores wouldn't hire me. The book store did! When I look at a book, I feel like I'm looking at the greatest invention ever made. When I need uplifting, I turn to my library.

From your perspective, what's special about Penguin Young Readers Group and the company's approach to publishing?

Everyone here genuinely believes in what we publish and that our books have the ability to change lives. That passion and belief are reflected in the high quality of our books.

What have been the most rewarding aspects of your career?

I have been one of the luckiest people in the world to have enjoyed a successful career in book publishing. Working in this industry, you meet many of the world's most talented people who are at the forefront of the world's most important ideas and movements. And someone pays you to do it! I would of course be remiss if I didn't also mention one of the other great rewards of working in publishing: free books!

What advice would you give to someone just starting out in book publishing?

Two things: there are endless possibilities and nothing is sacred. With all of the changes happening in the industry, from new reading formats to shifting marketing and sales outlets, it is more important than ever to approach the industry with fresh eyes and a fresh approach.

When you look ahead to the future of Penguin Young Readers Group, what excites you the most?

What excites me is this company's ability to build an incredible list of books and authors, and to make each title a major success. Penguin Young Readers Group has one of the most creative and hard working teams in the industry, and at the same time, we like to have fun. We've just begun to tap into our true potential. From here, the possibilities are endless.

The Bird Interview

The Bird Interview: Stephanie Barton and Francesca Dow

Stephanie Barton, Penguin UK Children's, Managing Director

 Stephanie Barton came into publishing from a background of working with primary-aged children in the Museums sector, and enjoyed a brief stint as a house-mother in a boys' school. She started at Ladybird and has worked across the Penguin group, doing a stint in DK and then in the newly created Penguin division, Brands and Licensing, which comprised Frederick Warne, Ladybird and BBC Children's Books, where she was Publishing Director, taking over as Managing Director in 2008.





Francesca Dow, Puffin, Managing Director

  Francesca Dow is Managing Director of Puffin Books and publishes many of today's most successful authors and illustrators including Roald Dahl, Quentin Blake, Eric Carle, Eoin Colfer and Charlie Higson. Her first job in children's publishing was at Orchard Books, where she became Publishing Director before moving to Puffin in 2002, launching Lauren Child's career with her Clarice Bean and Charlie and Lola books. At Puffin she has built on the rich backlist of classic children's books with a powerful stable of today's bestselling authors such as Charlie Higson, Cathy Cassidy, Rick Riordan and Jeff Kinney. In her new enhanced role she remains Puffin's Managing Director and takes on new responsibilities for Ladybird's non-licensing list and Frederick Warne.

Here Stephanie and Francesca introduce us to the brand new UK children's division and tell us what plans they have in store to make Penguin's Children's division a force to be reckoned with in today's ever-changing market.

Tell us about the new division. What's new?

Stephanie — This brand new division puts children's publishing at the heart of Penguin and presents real opportunities. For the first time we will be bringing together all four of our brilliant children's imprints — Puffin, Ladybird, Frederick Warne and BBC Children's books — as one unified division. The intention is very simple. It's all about clout, both inside and outside Penguin. In terms of grabbing attention and resource within Penguin this will help all of us do even greater things. The sum of the whole really is greater than the parts.

The new division will reflect the very real diversity that exists in the children's market, whether that be author-led publishing, home learning, novelty, licensing, brands, digital, media and merchandise. And there are fantastic opportunities for our content in the digital market-place.

Our strategy is this: wherever children are — online, at school, in bookstores or at festivals, alone or with friends, at work or at play — there Penguin Children's will be.

How do you feel the reorganisation will impact your position in the current market?

Francesca — It will give us tremendous power in the marketplace. We will be the biggest children's publisher to offer such a complete portfolio across top brands, licensing and TV characters and the best children's authors. Penguin Children's books IS a one-stop shop – for our customers as well as consumers. Retailers know that children's books offer genuine growth – in hard times, especially, parents will spend on their children's education, so there is everything to play for.

Stephanie — We're excited to have a new Children's Sales Director, Dan Shepherd. Working closely with Dan and his team of children's sales specialists we will manage our publishing portfolio in a co-ordinated, strategic way by market and channel, and we really will be able to leverage all our skills and knowledge against our competitors.

How are children's books performing in the current economic climate?

Stephanie — Overall, the children's book market in the UK is having a terrific time and is up 8% in value on last year, but much of this is due to the phenomena of Stephenie Meyer. However, if we strip out Little, Brown's inflationary sales, the underlying trend is one of decline, down 2.3% in value on last year. Our main competitors — Random, Egmont, Harper Collins are all down year on year, and showing double-digit decline.

We are holding up better and, although our total market share has fallen from 14% to 13% year on year despite Puffin is showing exceptional growth with sales up 14.5% for year. Ladybird is having a great year, too, more than 22% up on sales, year on year, and enjoying a small increase in its market share. We dominate the Pre-School and Early Learning category with a combined market share of more than 23%.

The supermarkets have been particularly challenging this year with the loss of a key wholesaler, Entertainment UK, who was the main distributor into supermarkets, and Woolworths' 800 stores closed on the high street.

Francesca — In these times of economic hardship, consumers, and therefore retailers, revert to trusted brands, which has given us — across Ladybird, Warne and Puffin — the perfect opportunity to grow our sales on classic properties. For example, in Puffin this spring saw the 40th Anniversary of The Very Hungry Caterpillar and — with some new publishing across formats and price points and imaginative marketing and huge publicity — we were able to celebrate not just a Very Happy Birthday but a sales increase of more than 70%.

How do buying habits compare to, say, 10 years ago

Stephanie — Clearly there has been a shift from high street to supermarkets and, more noticeably, to online. Consumers are far more savvy shoppers than they were ten years ago and not as loyal. They are looking for value and increasingly parents and children will use the web to price compare.

Parents also want to make informed choices about what they purchase, although they are now resistant to being 'marketed to' and are led more by (authentic) community voices . It is not insignificant that customer reviews for example are one of Amazon's most powerful sales tools. Retailers need to compete with the level of service, flexibility and speed online can offer.

Books like Harry Potter and The Book Thief have been huge hits. Have we got any plans for crossover publications?

Francesca — In Puffin we certainly do. Crossover books are not easy to find but seeking them out has been a key strategy for Puffin for some months. Crossover books are not easy to find but seeking them out has been a key strategy for Puffin for some months. We've just acquired jointly with Michael Joseph a major new crossover series called I Am Number Four by James Frey. Film rights have gone to DreamWorks. The book is a terrific read that delivers on every level with thrills and even a tear-jerker ending. We'll publish in adult and young adult editions in Spring 2011. We also have The Truth about Leo coming in April 2010 by David Yelland – a powerful story which will have enormous appeal also to adults.

Children today are digital natives. What are we doing to integrate our publishing with new technologies?

Stephanie — In January of this year we published the first ever Doctor Who cross-platform publishing series, which won huge approval from the BBC Doctor Who script writing team — each book offered access to www.darksmithlegacy.com, where readers use knowledge gained from the Doctor's adventure to battle the monsters for themselves...they earn Eternity Points to release further exclusive content online — its been a fantastic success and one we will repeat with other brands.

We have also developed an interactive Decide Your Destiny series for Star Wars: Clone Wars, hosted by the official Star Wars website so have a look at Obi-Wan Kenobi's advice on www.starwars.com/dyd and type 3F52X!

Ladybird's is to trial shortly a mobile phone initiative in Nigeria, using the Key Words reading scheme content and we are now working on a Ladybird interactive project to further develop three interactive role-playing games using Ladybird early learning and learn to read content.

Francesca — For Puffin, digital marketing is key to accessing our older readers, who are spending so much time online. So for Charlie Higson's Young Bond novel By Royal Command we commissioned a highly sophisticated online game, based on the book.

With Higson's new title The Enemy we will air an incredible short film starring Mr Higson (star of the BBC Fast Show series) disguised in zombie-style make-up from the team behind Shaun of the Dead. We will hit boys in their bedrooms with this show-stopping film as it airs simultaneously on TV music channels as well as online the evening before publication.

We are always looking for new ways to develop our business and to see what skills we have that can be developed into online services. Jeremy Ettinghausen, digital publisher, has created We Make Stories (wemakestories.com) is an incredibly exciting new website to encourage children to create their own stories in a variety of formats, including pop-ups and graphic novels. Schools and individuals can join the website for a one-off subscription fee (just £5.99 for individuals — join now!) And we hope that subscription-driven revenue will help to fund further content.

What inspired you to get into book publishing?

Stephanie — Children, yes really! Before coming into publishing I was in education, travelling round schools, meeting and talking to teachers and children, bringing history alive through role-play and re-enactment. As part of the job I also wrote and partnered with an illustrator and designer to produce books and activity sheets and sold them for real money! And I loved that too, which led me to apply to Ladybird to be an editor, where I worked mainly across non-fiction, storybooks, early learning and licensed titles.

Francesca — I have always loved books and reading and knew from my teens that I wanted to be involved in publishing 'when I grew up'. And why Children's books? Maybe it's because the best children's books are fantastic stories — with the child as hero and adults well out of the way — and those stories have stayed with me? I love illustration and design and design is absolutely key to the success of children's books. Children themselves are very instinctive, very immediate in their responses: if they like the cover, they'll pick up the book. But if they're not grabbed, you've lost your readers. I like this challenge. And now having children myself of course makes the whole challenge of publishing infinitely more fascinating.

What one book are you most proud of?

Stephanie — I should say now that I am not old enough to have published the brilliant and original Key Words Reading Scheme from Ladybird (1964) but I have been its guardian for many years and I am immensely proud of it. Despite its critics, with over 90 million copies sold and still going strong, in every part of the globe it has been a truly remarkable and life-changing series for many children who have become lifelong readers through it.

Children are active learners and learn through play and it was observing my daughter when she was very young that led Ladybird to publish the first Ladybird Baby and Toddler interactive books. The first high-contrast black and white cloth books, which were part of the launch range broke new ground in the UK. Planned, co-ordinated and packaged by age and stage, the range was a first in the market place and enabled Ladybird to find a niche beyond its traditional formats which fitted so perfectly its credentials as an early learning specialist.

Francesca — I'm very proud to have launched Lauren Child's career with her first Clarice Bean and Charlie and Lola books. And at Puffin I'm proud of so many books — but the reality is that although you like all your books, you like your successful books best! Building some of our new authors has been incredibly exciting — such as Rick Riordan with his Percy Jackson series, Cathy Cassidy and Charlie Higson and now Jeff Kinney with his Wimpy Kid books. And I'm proud to publish Meg Rosoff who has such a distinctive talent and surprises her readers with every new book.

Which books have been particular favourites of yours and your children?

Stephanie — My children loved Rosie's Walk — 32 words and not a single one wasted. They loved how the pictures told the real story and the anticipation of Rosie outwitting the fox, time and time again. Also the Ahlberg's Each Peach Pear Plum and anything by Shirley Hughes (or Shirley Shoes as she was called in our house) and Eric Carle, especially Brown Bear, Brown Bear and The Very Busy Spider, with its brilliant bumpy spider's web. Now they are older, one has just finished the Morris Gleitzman story Then, which was thoughtful and wonderful, and the other embarked upon The Enemy, the fabulously frightening new book coming from Puffin in the Autumn, which he would not and could not put down.

I was mad about Enid Blyton Famous Five and Malory Towers and collected them all. I loved encyclopedias and the Ladybird History and What to find in... series. I still have my battered copy Banister Fletcher's The History of Architecture from which I would copy and make drawings of arches and flying buttresses!

Francesca — When my boys were very young, we loved Allan Ahlberg's picture book classics such as Peepo ( Burglar Bill remains a family favourite); Rod Campbell's Dear Zoo; the fabulous Hairy Maclary books by Lynley Dodd; The Elephant and the Bad Baby illustrated by Raymond Briggs and Eric Hill's Spot of course.

Then Charlotte's Web, all of splendiferously funny Roald Dahl, the Moomins, and the Milly Molly Mandy. Classics such as Goodnight Mr Tom and Stig of the Dump and The Hundred and One Dalmations. Now they are laughing their way through Wimpy Kid, love Artemis Fowl, and Robert Muchamore's books. And Paver's Chronicles of Ancient Darkness. They devour Charlie Higson and list Percy Jackson as one of their absolute favourites. On holiday we read the classics aloud and this year's big successes have been Treasure Island, and PG Wodehouse.

When I was young, I obviously lived in a complete fantasy world because I adored Ballet Shoes, A Little Princess, Jane Eyre and I Capture the Castle.

What books are you most excited about in the second half?

Stephanie — Our big Christmas title from Frederick Warne is the stunning Peter Rabbit: A Winter's Tale. With a print run of 85,000 across the UK, US and Australia and five foreign language editions signed up so far, this wonderful book sets a new standard for Beatrix Potter gift books, is perfect for Christmas and is already being well received by the trade.

In January this year we launched The Darksmith Legacy, the first ever Dr Who cross-platform publishing series with ten titles releasing over the year. Darksmith comes to an end in the autumn and will finish in spectacular style with an exclusive 'Collected Party' in December.

Little Penguin and the Big Storm – a gentle storybook, beautifully illustrated and with a sound on every page is our first foray into the higher-end gift novelty format from Ladybird at Christmas.

Francesca — From Puffin the biggest fiction launch of the autumn is Charlie Higson's new blockbuster series The Enemy — move over vampires, the zombies are coming ...

The new Wimpy Kid book — Dog Days — which comes in hardback for the first time should be very big for us.

And I have to put in a mention of Puffin's 70th birthday, which we celebrate next spring. We're busy planning the biggest 70th birthday celebration ever, including NATIONAL PUFFIN DAY on 8 May, where consumers, booksellers, librarians and teachers nationwide can let their imagination run wild and celebrate all things Puffin. With a wonderful range of publishing, a major year-long Puffin exhibition on the past, present and future of Puffin opening at Newcastle's Seven Stories, The Centre for Children's Books, a Puffin Film Festival of famous film adaptations of classic Puffin titles plus an animation competition at London's BFI Southbank and launch of a brand new range of Puffin-branded merchandise it's going to be a very exciting Puffin year.

What is your focus for 2010 and beyond?

Stephanie — We have an exciting time ahead of us and already we are seeing synergies and opportunities across the publishing. We're asking many questions about how to future-proof ourselves against the changing industry landscape, and it is energising to take a fresh look at what we do.

We're in a time of immense change: some customers are repositioning themselves as the give book space to toys and other forms of children's entertainment and others reinvent themselves as online businesses.

Our competitors are re-evaluating what they do and several are announcing new partnerships and commercial models as they think beyond the book and how to service and develop their author relationships and more widely across the children's entertainment sector.

Children's books are part of the world of children's entertainment, not separate to it. We have no boundaries either to the origins or the format of delivery of our content. Ideas, authors and generators of content can come from anywhere and we will embrace not only print but also more diverse forms of connecting with children, be that through books, gaming, online or TV.

Francesca — Our focus for Puffin is in growing key brands — making the big authors bigger. And the US is an opportunity — with the US market so influential when it comes to teen readers.

I believe that growth is, in theory, simple: it comes from having the right books and publishing them brilliantly. The books need to be imaginatively packaged and marketed and sold with huge confidence - but ultimately if the books are really strong, you will grow your sales.

Digital

By Genevieve Shore, Group Digital Director

  The theme of this edition provides the perfect opportunity to showcase some of our most exciting digital projects as we endeavour to bring reading and books to a younger generation of digital natives. As we all know, children are spending more and more time on computers at home and at school, using their mobiles to manage their social lives and their entertainment and experimenting with all forms of digital media. It is becoming increasingly vital for publishing companies to understand this use, reach these channels and ensure our great publishing , authors, illustrators and licensors are able to reach a younger audience where, when and how they want us to. I hope you'll agree that the selection below shows that we are really leading the way.

UK

Penwizard & Peppa Pig's Personalized Print-on-Demand Publishing Pact

Ladybird and Penwizard have announced a new agreement which will see Peppa Pig, the hugely popular children's character from E1 Entertainment, embark on a new direction in print on demand publishing. Ladybird has published Peppa Pig in a range of book formats since 2005 and has seen enormous success with over 1.1 million books sold to date*.

The new agreement with Penwizard will allow Ladybird to offer consumers the ultimate in personalised gifting. Visitors to www.peppapigandme.com will be able to place their own child into Peppa's world by creating and naming an avatar based on the child's appearance. The end result is a completely unique book starring the child for whom the book is intended. A couple of clicks later and the book is printed and mailed to the recipient.

Key Words Project Helps Nigerian Children Learn English

Ladybird is the only Penguin business to have been selected to work with Pearson Education's New and Emerging Technologies team. We are taking part in a brand new mobile phone initiative. Paired with Mobile Xcetera, Ladybird explores how to digitally deliver Key Words homework material, via mobile devices, to schoolchildren and their parents in Nigeria learning English.

BBC Children's Books Go Online

In the Night Garden Widget Connects Routines to Readers

 BBC Children's Books has recently been given approval from BBC Worldwide to create an In the Night Garden story — time widget, directly linking the storybooks with bedtime. The widget can be personalised to suit the child's routine, offering a selection of items to choose from, including 'Have a bath,' 'Put on pyjamas,' pleeeease go to sleep! Initially the widget will be hosted from on www.inthenightgarden.co.uk and is due to launch before Christmas.

The Darksmith Legacy: Doctor Who Interactive!

 This year saw the launch of The Darksmith Legacy, the first — ever Doctor Who cross-platform publishing series. A series of 10 books are being released over the course of 2009, each offering access to www.thedarksmithlegacy.com, where readers use the knowledge gained from the Doctor's adventure to battle the monsters for themselves. By completing the games, players work collectively to earn Eternity Points which add up to release exclusive content such as alternative endings, tips from the authors and illustrators, and free downloads. To date we have had 25,000 vistors to the site and have sold 70,000 books in the series.

Following the success of The Darksmith Legacy, we are working with the BBC on ideas for a central online destination for Doctor Who books which would provide us with a platform to communicate directly with fans and host interactive content planned for 2010.

Puffin Books launches pioneering digital story-telling kit for children

 We Make Stories, Puffin UK's new site where children can create, share and print a variety of innovative stories using a unique set of digital tools, has launched. The site, funded by the Pearson innovation fund, consists of six tools designed to inspire and encourage literacy, creativity and storytelling skills in 6-12 year olds. Available online at www.wemakestories.com members are able to create pop — up books, customize audiobooks, design their own comics, produce exciting treasure maps and learn how to create a variety of entertaining adventures.

Spinebreakers Join Up with High-Profile Partners

Spinebreakers.co.uk was the first teen book community run by teens for teens giving them a space online where they can discover new books, chat to other readers and ultimately have their needs as a social networking generation satisfied. Our sole aim was to put books on teenagersÕ cultural landscape alongside listening to music, gaming, watching TV, going out with friends and interacting on the internet. Its fair to say we have done this and more.

One of the best things Spinebreakers has taught us is that the next generation of readers are very effectively marketing to each other through written reviews, video trailers, (http://www.spinebreakers.co.uk/books/Pages/AllBookRelatedVideo.aspx) features and in conversations. Spinebreakers lets them write alternative endings, create new covers, make movie trailers, write short stories, interview favourite authors, give book recommendations...the list is endless.

Spinebreakers has also been involved in a number of high profile partnerships to offer young readers incentives and rewards for their creativity and involvement on the site, including projects with MTV, Divine Chocolate, Channel 4, the BBC and Island Records. A particularly successful partnership and a great opportunity for the teenagers was with Orange and the Orange Prize for Fiction 2009 where members of the Spinebreakers editorial 'crew' were invited to form the first ever Youth Judging Panel to engage younger readers with the literary prize. The teenagers read, judged short listed and blogged alongside the official judges to provide an alternative 'teen choice' winning title.

This autumn, Spinebreakers will be collaborating with the National Theatre Discover Programme to launch The Big Break young scriptwriting competition where five winners will be invited to spend a day at the National Theatre Studio working with professional writers, National Theatre directors and actors to workshop and develop their scripts.

US

New Technology Drives the Success of New Penguin Young Readers Titles

Along for the Ride by Sarah Dessen

 Sarah Dessen's Along for the Ride debuted at #1 on the New York Times children's chapter books bestseller list and sold more in its first day on sale than Dessen's last novel sold in its first week, with an initial print run of 250,000. Penguin Young Readers has now launched Sarah-Land, a social networking community that has attracted thousands of members since March 2009.

Thirteen Reasons Why by Jay Asher

Originally published in hardcover by Razorbill in October 2007, with an initial printing of fewer than 20,000 copies, Thirteen Reasons Why debuted on the New York Times children's chapter book bestseller list in Spring 2008 and stayed on the list for five weeks, more than six months after initial publication. This prompted the decision to repackage and republish the title in hardcover in Fall 2008. The enhanced hardcover edition of Thirteen Reasons Why went on sale in October 2008, published in conjunction with a special video promotion viewed by more than 100,000 readers, and an official website. More copies of Thirteen Reasons Why were shipped in the first half of 2009 (150,575) than all of 2008 (more than 136,600). There are now over 400,000 copies of the book in print. The book has been the New York Times bestseller list for more than 40 weeks overall. Thirteen Reasons Why has been translated into 19 languages and counting.

New Penguin Group (USA) Online Network Gives Readers Exclusive Access to Their Favourite Books and Authors

Penguin Group (USA) has launched From the Publisher's Office, a new area within the penguin.com site that houses exclusive video and audio content created and produced primarily by Penguin staff members. Readers are granted intimate access to the authors and experts involved in creating the titles and stories that they know and love. There are two sections of the site that are aimed directly at children and young adults: YA Central and Penguin Storytime.

YA Central is an area where teens can sit down with today's best Young Adult writers — accessing exclusive author/ reader interviews and book trailers: http://us.penguingroup.com/static/pages/publishersoffice/screeningroom/0609/yacentral/episode1.html#vmix_media_id=4357509.

Penguin Storytime is an area where picture books are brought to life with videos of live readings as well as interviews with well — known children's authors and illustrators and other key figures in young people's literature: http://us.penguingroup.com/static/pages/publishersoffice/screeningroom/0609/penguinstorytime/readaloudcenter.html#vmix_media_id=4855810.

Content from the site has been added to YouTube and will also be added to iTunes.

Australia

Online Marketing Campaigns Boost Specky Magee and Vampire Academy Series

www.speckymagee.com.au, the site for the Penguin Australia children's series Specky Magee, was re — launched to great effect at the beginning of the 2009 Australian Rules Football season in March. The books have a strong AFL theme and are written by former AFL great Garry Lyon and bestselling children's writer Felice Arena. The core attraction of the new site, an AFL tipping competition, now has 700 registered tippers.

Penguin Australia launched a standalone site, www.penguin.com.au/vampireacademy, for the Vampire Academy series, by Richelle Mead. With the author so active online, and a huge groundswell of online fans in Australia, we felt the series needed a dedicated space for the Aussie fans. To keep the site fresh and interesting, each week we've posted updates from the Australian VA Headquarters, with information about the series, the upcoming tour, competitions, polls and book club information. One of the most popular competitions to date has been the VA roving reporter competition, for which we partnered with leading teen magazine Dolly. Jessie Woods from Queensland was the first winner — you can see her entry at http://www.youtube.com/watch?v=-XV5uE04Dys.

Penguin Australia Reaches New Heights Online

Penguin Australia's marketing team are having another record year online. penguin.com.au has again been awarded the Hitwise Award for best website in the Arts and Entertainment category. This is the third year in a row the team has taken out this industry accolade. Friends and followers to Penguin's Facebook (2,200), Twitter (3,370) and YouTube accounts are growing at a rapid rate, with a recent competition on Facebook resulting in a 60% jump in the number of friends on Penguin's Facebook page.

Penguin Australia launches Graeme Base iPhone app

Penguin Australia has signed a licensing deal for an Apple iPhone application for Jungle Drums, one of Graeme Base's bestselling picture books. Go to http://www.youtube.com/watch?v=xBg0NYmurVU for a sample. This is the first time an Australian picture book has been made available in this format. The app launched in July.

Starting with the next edition of the Bird, this will become a guest column where we'll invite digital experts from around the Group to give their insights into our digital world. As of this month I take on a new role as Director of Digital Strategy at Pearson plc. It was always going to be a wrench to leave Penguin but I am consoled by knowing that we have a hugely talented group of people here who are more than ready to tackle the challenges ahead. And I plan to stay very close to Penguin's digital activities — you can't get rid of me that easily! hahahahahahah

The Bird Feature

Reaching the Next Generation of Readers: Inside Children's and Young Adult Publishing Programs Across Penguin

Books for children and young adults are reaching readers of all ages everywhere. With J. K. Rowling's Harry Potter books and Stephenie Meyer's Twilight saga selling a combined 1.2 billion copies worldwide alone, the children's/young adult category crosses all borders and demographics. A recent study from Simba Information reported that one in five adults in the U.S. bought at least one children's book during the prior 12 months (this represents roughly 46.2 million adults). Also, the 2008 National Endowment for the Arts (NEA) study found that the "young adult" demographic in the US showed a nine percent increase in reading books (over the NEA's 2002 report).

Penguin children's leading positions in the UK, US, Australia and South Africa, among other regions, are driven by such iconic authors as Eric Carle (this year celebrating the 40th anniversary of The Very Hungry Caterpillar, which has sold more than 20 million copies worldwide), Roald Dahl (Charlie & the Chocolate Factory and his other books selling more than 25 million copies worldwide), Mem Fox (one of Australia's most celebrated, award winning children's authors) and Tomie dePaola (the author and illustrator of more than 200 children's books, including the Caldecott Honor-winning Strega Nona) as well as new #1 bestselling authors such as Jeff Kinney (Diary of a Wimpy Kid), Sarah Dessen (Along for the Ride) and John van deRuit (Spud).

And there are Penguin's many enduring children's brands such as Winnie-the-Pooh, with Dutton Children's Books publishing the first authorized new Pooh title in 80 years this week; Beatrix Potter's Peter Rabbit, leading the way with its Green publishing initiatives, such as "Naturally Better"; Spot, who turns 30 years in January 2010; and Puffin Books, which will be celebrating its 70th anniversary throughout next year.

Read on for insights into these and other successful Penguin children's publishing programs and campaigns around the globe.

Penguin Australia

How Children Help Create and Define the Market for What They Read

"The success of the Wimpy Kids books worldwide has reinforced to us in our market that children themselves create a hit," said Laura Harris, Children's Publishing Director, Penguin Australia. "Word of mouth was phenomenal on these books when we first published them in Australia, and now they are a force to be reckoned with and a reminder that smart, funny, middle reader novels are the heart of children's books, and that good ones are the most difficult to find. Getting these books directly into kids' hands, appealing to them in the first instance, is paramount in our marketing, design and positioning.

How Penguin Australia is Reaching Readers of the Future

As part of its education, sales and children's marketing strategy, Penguin Australia has run a series of focus groups throughout 2009 covering young mums, young readers and teenagers to help better understand the interests, reading and purchasing habits of these groups.

"These focus groups have been particularly useful," said Kristin Gill, GM Education, Sales & Children's Marketing. "The young mum's session highlighted how challenging it is for parents to find the right books for their children — there's just so much choice out there. The overwhelming feeling was that they needed help identifying the right books for the right age groups and as time poor parents, they wanted a place to go where information regarding books according to age, gender or interest — be it pirates, fairies or dinosaurs — was clearly set out for them."

Based on much of this feedback, the team will launch a new website in the coming months www.myfirstlibrary.com.au which will be designed to be a portal for Australian parents of children 0-6, to help them make more informed reading choices for their children.

Penguin Canada

"The sales growth in the Children's program has largely been in the teen market," says Penguin Canada Sales Director Cindy Kantor. "Sarah Dessen is extremely popular in Canada. The initial ship of Along for the Ride was 50% higher than the previous hardcover, Lock and Key. Stephenie Myers' successful series has really increased sales of all teen books and in particular vampire books, like the series, Vampire Academy."

Penguin Canada's Children's Publishing Programs Take Aim at YA Fiction Market

 Hiromi Goto's Half World satisfies both the dark and fantastical elements that are currently dominating the YA lit scene. Incorporating literary and graphic elements (illustrated by Skim's Jillian Tamaki) it inspired a book trailer and incredible website where readers can continue their exploration of Half World.

<p height="1em" width="0pt" align="justify"> Comedian Seán Cullen's newest novel, The Prince of Neither Here nor There, features another popular otherworldly creature. No, not vampires. Faeries! Cullen's flighted fiends have attitude and wicked wit to add to the mix.

Another bestselling Penguin Canada YA author, Eric Walters, connects with students like no other author in Canada. He has presented to over 1,000,000 children across the country. YouTube has played a major role in Walters' visibility. Watch an address Walters did for the video for Sketches — a scene acted out from the book: http://www.youtube.com/watch?v=w2C42NoRt9o.

Sharon McKay is a "War Artist" and the award-winning author of the recently released, War Brothers. Sharon traveled to Uganda to learn first hand what it means to be a child soldier. She spent months interviewing current and past soldiers and the tens of thousands of children who live in hiding, to avoid being recruited. Sharon has shared her stories with youth across Canada and has donated half of her royalties to organizations that work to help rehabilitate victims of this reality.

Last but not least, while dark and brooding fiction often dominates the bestseller lists, Before Green Gables is a perfect example of classic children's storytelling. In the authorized prequel to LM Montgomery's Anne of Green Gables, Budge Wilson's young Anne has been a bestseller in Canada. Both adults and children alike have been drawn in once again to the east coast of Canada to revisit their favourite red-headed heroine.

Penguin China

Children's Publishing in China Led by Foreign Titles in Translation

"The bestseller lists for children's publishing in China are dominated by foreign titles in translation — and we are therefore seeing a lot of interest in our children's publishing, right across our range," said Jo Lusby, General Manager, Penguin China.

 "At present, we are focusing on the very youngest readers, hoping to capture them before they become over-burdened with school work and begin to view reading as a chore, rather than an imaginative pleasure. With all this in mind, we published bilingual Spot books in conjunction with the Year of the Dog, and our partners Jieli have sold more than a half million copies of the series. Kindergartens, play centres, and schools have organized a huge range of parties and interactive activities.

"As with other countries, In the Night Garden is proving to be a runaway success. With the start of animation broadcasts on Chinese television in May, we saw the first eight titles of the series be reprinted within two months of their publication.

"For older children, we are publishing Charlie and Lola, also in cooperation with Jieli, as well as selling our full range of English-language children's titles (in particular Ladybird) to parents here in China."

DK

With DK publishing programmes geared towards young readers, Mary Ling, DK Category Publisher, Children's 5+, said, "Seven plus is an exciting age range. Everything is new to our young readers so we seek out the WOW factor with our books aiming to make them irresistible to either them or their book buying parents."

Getting the attention of today's young readers is something the editorial, marketing and PR teams at DK always strive to do-they even go out in the trenches!

DK (US)

Sharkpedia is Jaw-Inpsiring to Young Readers

 DK children's editor Nancy Ellwood was star of this year's show at Brooklyn's Explore Charter School ABC Day, an annual event held to celebrate reading and learning. Ellwood presented how Sharkpedia went from concept to printed book, while sharing all kinds of "jaw-inspiring" facts about these creatures of the deep. Photos from the event can be seen on the DK Flickr page.

Eyewitness, One of DK's Most Treasured Children's Brands, In Schools Via Whiteboard Technology

DK's signature brand, Eyewitness, has been the most trusted name in illustrated reference publishing for over 20 years with over 50 million copies in print in more than 88 countries, and with over 130 titles in the series. DK's Tom Hall recently struck a deal with Promethean to bring Eyewitness content into classrooms via whiteboard technology. Now, the DK Eyewitness brand reaches 21st-century children in multiple forms!

DK (UK)

Blast Lab Bright Ideas and Ask Me Anything Among Exiting DK Autumn Offerings

Mary Ling, DK Category Publisher, Children's 5+, said, "This Autumn we have the best children's art book ever. It's a classic-covering the world from first cave paintings to Damien Hirst and Banksy. We plan to bring it alive with a kid's art trail through the galleries of London during October half term. The children themselves will be keen to get hold of Blast Lab Bright Ideas with children's TV favourite Richard Hammond. It's a dynamic experiment book plus a brace of LEDs to light up their enthusiasm for science."

"Kids who can't imagine the world before the Internet are used to getting their information online, but nothing beats getting lost in a book,"said Laura Buller, DK Category Publisher — Children's 8+ . "Ask Me Anything, publishing in the UK this autumn, is just the book to snuggle under the duvet with a torch. Guinness may be pure genius, but we've got 20% more pages; 70% more topics, and we're 15% cheaper.

"We've also created books pitched to a couple of topics kids are already obsessive about: vampires and brain-training. The Vampire Book will lure in Stephenie Meyer fans with its cool holographic cover and modern approach. Train Your Brain to be a Genius turns the brain-training phenomena on its head with plenty of incredible reference about the amazing human brain, alongside the brain tricks and teasers."

Monster and Car-themed Digital Games Drive Young Readers to DK Children's Titles

Children use the Internet primarily for playing games, and by creating digital games for DK titles Car Science (www.dk.com/carscience) and Dr Frankenstein (www.dk.com/drfrankenstein), DK's online marketing department was able to reach and interact with a wide number of children. To date, Car Science has achieved 75,000 page views and 45,000 visitors, and Dr Frankenstein has had 7,000 views and 4,500 visitors.

Penguin India

Puffin India Going Strong in Its Eighth Year

The most significant children's publishing story at Penguin India in 2009 has been Puffin. Sudeshna Shome Ghosh, Editorial Director, Puffin India offers insights and perspective:

"Puffin India was born in 2001 with a team of two editors and one designer. From our very first books we knew we were publishing into a market that had vast potential but was hungry for quality books with Indian content. Books like The Puffin Book of Classic Indian Stories (Meera Uberoi), The Puffin Treasury of Modern Indian Stories (ed. Mala Dayal), 101 Folktales of India (Eunice De Souza) continue to be popular even today. Gradually we added many more fantastic looking titles to these: The Puffin Ramayana, The Puffin Book of Magical Indian Myths, and the newest one out earlier this year, The Puffin Mahabharata.

"As we slowly started making our presence felt in bookstores, we published books by some of India's best-loved writers, most notably Ruskin Bond, who, even at 75, is by far the most popular Indian children's writer. Other popular fiction titles are the ones by Satyajit Ray and his series of detective fiction, and R.K. Narayan with stories of a harum-scarum schoolboy, Swami. Each year we publish some new fiction titles which range from stories of annoying monsters (Moin and the Monster, Anushka Ravishankar), talking elephants (Living Next Door to Alise, Anita Nair) to wise teddy bears (A Bear for Felicia, Jerry Pinto).

  "In 2007 we started our very own Puffin Classics series, which has grown to 10 titles now. In 2009, we published our first lot of comic books! Featuring the dashing detective Feluda, we started with two titles in July (Beware in the Graveyard and A Bagful of Mystery) to be followed up quickly with more in the months to come.

"Some of our other exciting acquisitions have been Where's Hanuman, a picture book with 12 picture puzzles where the child has to spot the legendary character of Hanuman and his friends on each page; the delightful story of a monstrous toy shop owner in The Magic Store of Nu-Cham-Vu; and the Swapnalok Society series by Bollywood actress and singer Suchitra Krishnamoorthi about a bunch of intrepid kids living in a large residential complex in Mumbai and their growing pangs.

"As Puffin India celebrates its eighth birthday this year, we look forward to sustaining the quirkiness of babyhood with the originality of the teenager in the years to come!"

Penguin New Zealand

Epic Stories with Believable Characters Reach Young Readers in New Zealand

"The market for readable material in the YA market here in New Zealand is alive and well," according to Vicki Marsdon, Commissioning Editor, Children's Publishing, Penguin NZ. "The Twilight phenomenon (closely following on the heels of Harry Potter) has highlighted the fact that readers are more than willing to commit their time and their money to reading these epic stories."

 "In our own publishing list we have deliberately set out to capture our share of this market with the publication of T.K. Roxborgh's Banquo's Son, planned for October. Aimed simultaneously at the YA and older audience, we feel that we have taken advantage of the market's need for epic storylines while at the same time using the marketing muscle of Penguin to drive interest in this genre through less traditional forms of marketing.

"Central to the success of these types of books is a compelling storyline and believable characters; this seems to be the message coming through from our readers: deliver us characters we fall in love with and care about, and we will support them in numbers."



Penguin South Africa

Penguin is Top Children's Publisher in South Africa

Penguin Books was the number 1 children's publisher for 2008 in the category of all children's books sold in South Africa and continues to be a dominant force in the category in 2009. Louise Grantham, Publisher, Penguin Books SA comments, "Children's fiction has outsold children's nonfiction [in South Africa]. A strong imported title will sell 1,500 copies and (apart from the Stephenie Meyer phenomenon). There are only a few authors, such as Eoin Colfer and Percy Jackson, who sell over 4,000 copies. Fantasy is a strong genre for teens and young adults while Disney books related to movies such as Hannah Montana and The Jonas Brothers also sell well. For local titles, African-themed books are the strongest within the younger (0-6) age groups.

"The growth and development of youth literacy is an important and critical issue in South Africa. Key stakeholders in the South African government, education and the private business sector continue to express their commitment to developing and promoting literacy amongst the youth. For this reason, book-buyers are becoming increasingly interested in children's books. Parents and guardians are beginning to understand the importance of fostering a love of reading in children.

"In a country with a high unemployment rate (24%) and skills shortage crisis; parents and guardians are beginning to realise that if they do not encourage their children to read, their chances of becoming a successful and resourceful adult will be limited. As a result booksellers are seeing a spike in their sales of children's titles. During this period of economic downturn and recession, booksellers have ear-marked the promotion of children's titles as a genre for potential growth and to help them generate sales and meet their budgets."

The Spud Phenomenon Continues as the Third Book in the Series Soars

 The book launch of Spud — Learning to Fly featured a video including short comments from fans of author John van de Ruit and gives an overview of the atmosphere and excitement generated at the event. His book, Spud — Leaning to Fly, is the third title in the Spud series and sold over 28,000 copies within 11 days of its release on the 10th of June. The Spud phenomenon, which was originally published for the adult market, has had a huge cross-over into the 12+ age group market.

Debut by Penguin SA's Youngest Author Shortlisted for Exclusive Award

 Sixteen-year-old Andy Petersen is the youngest author that Penguin Books SA has ever published. His debut, Daniel Fox and the Jester's Legacy, was released in March 2009 and has sold over 3,200 copies to date and has been short-listed for the 2009 Exclusive Books One Club Prize. Exclusive Books is the largest book retailer in sub-Saharan Africa and every year (with the help of school teachers, librarians and educators) they recruit young reader critics to vote for their book of the year through their One Club Prize.




Penguin Young Readers Group (US)

"Penguin Young Readers Group has one of the most creative and hard working teams in the industry, and at the same time, we like to have fun. We've just begun to tap into our true potential," said Don Weisberg, President of Penguin Young Readers Group, in this issue's Bird Interview.

The Penguin Young Readers Group has long been recognized for its rich, diverse, and award-winning list. A Young Readers Group priority has been attracting an audience of tech-savvy readers in an increasingly digital world, by implementing multimedia-platform marketing campaigns that spread virally, propelling titles onto the New York Times bestseller lists. The Young Readers Group has continued to successfully achieve this goal in 2009. Here are highlights from three key title campaigns:

New Winnie-the-Pooh Book Published for the First Time in 80 Years

 Return to the Hundred Acre Wood, the first authorized sequel to A.A. Milne's Winnie-the-Pooh and The House At Pooh Corner, published by Dutton Children's Books, went on sale across the United States on October 5th. Written by David Benedictus and illustrated by Mark Burgess, this is the first new Winnie-the-Pooh book in more than 80 years. Penguin Audio also published an audio version of the book read by Grammy Award-winner Jim Dale.

On October 5th, Penguin Young Readers Group also unveiled and presented a permanent mural for the original Winnie-the-Pooh stuffed animals that inspired the books — adding another chapter to its long history with Winnie-the-Pooh and the Library. Pooh, Eeyore, Piglet, Kanga, and Tigger have lived at The New York Public Library since 1987 and currently find their home in the Children's Center at 42nd Street.

In advance of this historic launch, Penguin rolled out an extensive six-figure marketing campaign. In early September, bookstores across the country opened "Pooh-tiques", dedicated spaces for Winnie-the-Pooh and friends. With these "Pooh-tiques", booksellers invited readers to rediscover Winnie-the-Pooh's beloved adventures and return to the Hundred Acre Wood. National media coverage for Return to the Hundred Acre Wood included segments on NBC's "Today Show" and NPR's Morning Edition, features in USA Today, Parents, Parenting, Ebony, Associated Press and Salon.com, as well as national and regional television and radio interviews with author David Benedictus.

Dutton officially introduced Christopher Robin and his "silly old bear" to the US in 1926 with the publication of Winnie-the-Pooh by A.A. Milne and illustrated by E.H. Shepard. Dutton published The House at Pooh Corner, which introduced Tigger, in 1928. The Eric Carle Museum of Picture Book Art in Amherst, MA is currently celebrating Pooh with an exhibit of original Winnie-the-Pooh illustrations by E.H. Shepard, on display from May-November of 2009. This is the first time these pieces have been exhibited together in the United States.

Greg Mortenson's Three Cups of Tea and Listen to the Wind

On January 22, 2009, Penguin Young Readers Group published two young reader's editions of the Greg Mortenson's bestselling book Three Cups of Tea. Greg and his daughter Amira embarked on a national two-week bookstore and media tour, appearing on NBC's "Today Show" and speaking to thousands of fans in cities across the country. Penguin also launched a major Community-wide read campaign positioning all three books as the perfect family reads. Both the picture book version Listen to the Wind and the young reader's chapter book Three Cups of Tea quickly rose to the #1 spots on their respective New York Times bestseller lists and inspired Pennies for Peace drives in schools across the country. Listen to the Wind has now spent more than 30 weeks on the New York Times bestseller list, including 18 weeks at #1. The young readers edition of Three Cups of Tea has also spent 30 weeks on the bestseller list, including four at #1. Penguin has shipped more than 115,000 copies of Listen to the Wind and more than 300,000 copies of the Three Cups of Tea Young Readers Edition. Both books continue to sell well.

Eric Carle's Very Hungry Caterpillar 40th Anniversary Edition

 This year has marked the 40th anniversary of Eric Carle's preschool classic, The Very Hungry Caterpillar. Since its publication in 1969, 29 million copies of the book have sold worldwide and it has been published in over 45 languages. To celebrate the anniversary, Philomel published a special pop-up version of the book and March 20th was designated as "The Very Hungry Caterpillar Day." On this first day of spring, teachers, librarians, booksellers, and fans of the book gathered to read and celebrate the metamorphosis of this eager, insatiable caterpillar. Google presented exclusively designed Google Doodle by Eric Carle that day, seen by 128 million users worldwide, which created incredible awareness of the anniversary and was a brilliant juxtaposition of a classic brand and new technology.

Penguin spread the word with an extensive marketing and publicity campaign. Eric Carle was the special guest of honor and featured artist at the Los Angeles Times Book Festival. Marketing initiatives included major promotions with Stonyfield YoBaby Yogurt and Applebees which reached a combined total of 9.6 million consumers. Scholastic Book Fairs featured an Eric Carle Author Video which reached 28 million students, and The Very Hungry Caterpillar has been selected as this fall's 2009 Read for the Record Campaign book. Retailers have also supported the book with gift cards featuring the Very Hungry Caterpillar, activity kits and displays.

Penguin UK

Penguin Children's UK: Wherever Children Are

The new Penguin Children's UK division brings together Puffin, Ladybird, Frederick Warne and BBC children's books as one unified division. As Managing Director Stephanie Barton said in this issue's Bird Interview: "The new division will reflect the very real diversity that exists in the children's market, whether that be author-led publishing, home learning, novelty, licensing, brands, digital, media and merchandise. And there are fantastic opportunities for our content in the digital marketplace. Our strategy is this: wherever children are — online, at school, in bookstores or at festivals, alone or with friends, at work or at play — there Penguin Children's will be."

Here is a look at several book launches and campaigns that clearly demonstrate the heart of this strategy:

Young Samurai — Puffin's Latest Major Boy Brand Springs onto the Scene

 Young Samurai: The Way of the Sword is the second in the gripping action-packed Young Samurai series. A major boy brand for Puffin, we promoted the publication with TV advertising on Nickelodeon, which ran for 2 weeks. This was also accompanied by targeted press advertising in children's and martial arts media and a jam-packed author tour that kicked off with The Amazing Books for Boys public event and was supported by eye-catching marketing materials.

Diary of a Wimpy Kid by Jeff Kinney — the 20-million copy Bestseller Heads for UK Chart Domination

 Diary of a Wimpy Kid: The Last Straw is the latest instalment in the bestselling Wimpy Kid series and was the perfect hit for the Summer holidays. An amazing top 5 performance, only topped by Stephenie Meyer. To celebrate publication, a brand-new website was launched at www.wimpykidclub.co.uk, with a massive pre-awareness push to consumers in the July issue of Pokemon World. Reaching a monthly readership of 150,000 with a hilarious mini-book of extracts from all the Wimpy Kid books, a pull-out A3 poster of comics and a full-page ad. Plus bespoke promotions with all the major retailers. For Dog Days, the major autumn bestseller in October, look out for unmissable pre-awareness activity including an ice-cream van tour and major schools campaign.

Move Over Vampires, the Zombies are Coming... The Enemy by Charlie Higson Launches This Autumn

 The blockbuster new series from Charlie Higson, The Enemy, will launch to all existing Young Bond fans, teenagers and zombie fans everywhere. Partnering with TV music channels, we will air an incredible short film which includes the acting skills of Mr Higson himself and the make-up from the team behind Shaun of the Dead. We will hit boys in their bedrooms and fathers on the sofa with this show-stopping film as it airs at 9.30pm on TV and online the evening before publication. Sponsorship of Film4's FrightFest, a late night launch event in the London Bridge Tombs and major retailer initiatives will ensure teens everywhere want this book. See the trailer at www.the-enemy.co.uk.

Let's Get the Party Started: Celebrating the 4th annual Roald Dahl Day

 Without question, Roald Dahl is the World's No. 1 storyteller, and what would have been his 90th birthday on 13 September 2006 deserved to be, without question, the first Roald Dahl Day — an annual opportunity to celebrate this amazing man and his amazing stories. Since then, this has given us the chance to create a revolutionary new kind of backlist promotion for retailers, to create a key annual 'Save the Date' moment in the educational calendar and to reach new generations of children all over the world through media partners, schools and libraries.

Fans, booksellers and gatekeepers worldwide have embraced Roald Dahl Day and seized the chance to organise fantastically outlandish storytelling, fancy dress, themed lessons, quizzes, city reads, the options are endless...all based on the downloadable materials at www.roalddahlday.info which are updated every year to give everyone everything they need to celebrate in style.

There will be numerous flagship Everything You Wanted to Know About Roald Dahl events nationwide and major retail promotions across all channels from September to November.

Turning Ahead to 2010: We'll Celebrate 70 Spectacular Years of Puffin

In 2010 Puffin Books will be 70 years old. 70 years! And as part of our BIG birthday celebrations, we want readers, bookshops, libraries, partners everywhere to join us to make this the biggest and the best celebration of books and reading ever.

We pride ourselves on having a Puffin for every child and every occasion and our list is full of quality books which can be read alone or enjoyed as a family. In short, there's a Puffin for everyone and a whole new world of excitement and wonder for every child is there to be ignited.

We're busy planning the biggest 70th birthday celebration ever, including NATIONAL PUFFIN DAY on 8 May. For regular news, updates, downloads and events, go to puffin.co.uk

Frederick Warne Plans on a Fantastic and Furry Future Looking Forward: Gearing Up to Celebrate 30 years of Spot

 In January 2010, Warne celebrates 30 years of Spot! The mischievous puppy first appeared in the story, Where's Spot? and in 2008, author Eric Hill found himself winning an OBE.

The innovative lift-the-flap concept offered parents a brand new, interactive way of reading with their children-since then, Spot has come a long way, published in 60 languages, selling over 50 million copies worldwide.

Next year, to celebrate Spot's 30th anniversary, Frederick Warne will host nation-wide birthday parties, and will make event packs available to book stores and libraries. Using Google Maps, www.funwithspot.com will feature a global hunt for Spot, based on the Hide and Seek game in Where's Spot? but occurring online, all over the world. In the summer, Warne will also host a Spot birthday party extravaganza. And, families will be able to participate in a variety of competitions throughout the beginning of the year. The lucky families who win will receive golden tickets as prizes.

Pioneering Ladybird Initiatives Across Africa, Across the Universe

Key Words Project Helps Nigerian Children Learn English

Ladybird is the only consumer-facing Pearson business to have been selected to work with Pearson Education's New and Emerging Technologies team, where it takes part in a trial of a mobile phone initiative. Paired with Mobile Xcetera, Ladybird explores how to digitally deliver material, via mobile devices, to markets and customers not currently reached. More specifically, Ladybird will seek to use the Key Words Reading Scheme to deliver content to mobile users in Nigeria, and especially to schoolchildren learning English.

Decide Your Destiny: Clone Wars Online and Interactive

Ladybird is also taking a digital step in the evolution of Clone Wars with an interactive Decide Your Destiny paperback series. Hosted on the official Star Wars website, readers will get to junctures in the story where they are given options. The URL www.starwars.com/dyd will uncover a game, a video, a message or a free download, each of which directs readers back to the book. This project is a great example of using a well known and popular brand such as Star Wars to reach a new generation of readers, offering fantastic book content alongside a fun and engaging experience online.

Green Penguin

March of the Penguins: 2009 Penguin Global Walk Raises Green Awareness Around the World and Raises Funds for "Plant a Billion Trees" Campaign

A global team of Penguin employees from its offices around the world participated in the Penguin Global Walk on Friday, June 5th, World Environment Day, to raise funds for the Nature Conservancy's and United Nations Environmental Programme's "Plant a Billion Trees" initiative and demonstrate their commitment to making Penguin a greener company. We had a global total of just short of 1,000 walkers, tackling routes that varied from a half marathon route through London's Royal parks to a route that encompassed part of the Great Wall of China.

The final total raised globally by Penguin reached an impressive £56,105, doubling the amount raised in last year's UK effort. This money will enable just over 55,000 trees to be planted across the world, so a big well done to everyone who took part! Individual charities that will benefit from these funds include the Nature Conservancy of Canada, Food and Trees for Africa, Conservation Volunteers Australia and New Zealand and the UK's Woodland Trust.

Sue Holden, Chief Executive of the Woodland Trust, said, "I would like to thank all of you for taking part in this year's Penguin Global Walk. In 2006 you helped us create Penguin Wood. In 2008 you helped provide school tree packs for 18,000 children. This year you have helped us plant 3,000 trees, towards the UN's Billion Trees Campaign."

Building on last year's Penguin UK effort, the London employees were joined by Penguins from across the globe spanning from Canada and the US all the way to New Zealand. John Makinson said before the event, "More important than our entry into the publishing hall of fame would be the environmental impact we could have. Imagine how many trees we could plant if we're walking to raise money in every Penguin city from Auckland to Toronto."

In 2008, Penguin UK's 400 walkers raised £25,000 and were able to plant 18,000 trees. Aiming to improve on both totals this year with international support, the event saw all of the different time zones getting involved with Auckland and Melbourne setting off first, closely followed by New Delhi, Beijing, Johannesburg, the UK and Ireland and finally New York and Toronto.

Here are some walk highlights from a selection of Penguin locations:

Australia

A bright sunny day greeted more than 150 Penguin Australia staff as they embarked on the Australian leg of the Penguin Global Walk. The walking track started outside the Penguin offices in Camberwell near the iconic Camberwell Junction and weaved around an 8km track through some of Melbourne's glorious parks and gardens. A representative from Conservation Volunteers Australia spoke to the teams at the conclusion of the event, to thank everyone for their efforts. $10,249 was raised as part of this initiative, which means more than 1,600 tree violets (small trees for small bird habitat) will be planted. You can see the photos at Penguin Australia's flickr account.

DK (UK)

 DK, team name Divide and Konifer, was well represented in the Penguin Global walk with every department taking part. The walk inspired seven DK employees to continue fundraising and participate in The Nation Triathlon, an Olympic distance triathlon.

India

 Outside the Penguin office in Panchsheel Park, enthusiastic staff assembled for the Penguin Walk in the 40-degree heat. Penguin India author Sam Miller had kindly agreed to map the route and lead the walk. Like the Pied Piper of Hamlin, Sam led the pack of Penguins (including CEO Mike Bryan), DKs and PEDs in a 5km long walk that would stretch from the office to a nearby park and a circumnavigation of the park and back to the office. Plied with refreshing water in the searing sunshine, the environmentally conscious group walked the route enthusiastically. We survived! There was a breakfast party after the walk in the office. Penguin India had also organised a book sale at Midlands Book Store, in conjunction with Kalpavriksh, an NGO associated with the environment that will plant trees with the proceeds from the book sale that took place from 5th - 7th June.

New Zealand

 We had a stunning day in Auckland, with 20 walkers doing 8km round the local streets, through a lovely park. We had stunning blue skies (great for a winter day) and everyone was very buoyant.

South Africa

Penguin South Africa hosted its Penguin Walk at the Johannesburg Zoo. All staff members participated in a 5km walk that was mapped out around the animals.

The scenic route, which featured popular wildlife such as baboons, hippos, lions and crocodiles, produced lots of smiles and ensured that a fun time was had by all!

Penguin Group (USA)

 In the US, employees raised over $31,000. Led by Penguin Group (USA) CEO David Shanks, more than 200 Penguin Group (USA) employees braved heavy rain and wind on to complete the 4k New York City leg, and throughout that week employees in Penguin's Kirkwood, East Rutherford and Pittston locations walked each day to log their mileage. Many Penguin employees who weren't able to take part in the Walk still helped raise funds for the cause.

The Bird Quiz

Congratulations to Chantelle Walker, Sales Assistant for Paperback Sales at Penguin Group (USA), who was selected as the winner of the Sony eReader, the raffle prize the last Bird Quiz. Respondents with 100 percent scores will be eligible to receive four Penguin YA and/or Children's books of their choice.

Please e-mail your answers to penguinquiz@us.penguingroup.com. Good luck!

1. In a recent agreement with Companhia das Letras, Penguin will become the first English-language trade publisher to publish classics in what language and where?

a. Spanish, Spain
b. Spanish, Argentina
c. Portuguese, Brazil
d. Portuguese, Portugal

2. How many Puffin India Classic titles are currently in print?

a. 18
b. 19
c. 14
d. 10

3. Which Rough Guide titles were finalists in the ForeWord Book of the Year?

a. The Rough Guide to Anime and The Rough Guide to Nirvana
b. The Rough Guide to Europe on a Budget and Ultimate Adventure: A Rough Guide to Adventure Travel
c. The Rough Guide to the USA and The Rough Guide to the Lost Symbol
d. The Rough Guide to True Crime and The Rough Guide to the iPhone

4. Name the title of John van de Ruit's latest Penguin South Africa book.

a. Spud
b. Spud — Learning to Fly
c. Spud III
d. Spud — The Madness Continues...

5. Penguin Australia will publish Peter Carey's new title called?

a. A Suitable Girl
b. Famous Five
c. Brown Bear, Brown Bear
d. Parrot and Olivier in America

6. Which three DK titles were recognized by the Parents Choice Awards?

a. The Most Explosive Science Book in the World... by the Brainwaves, I Can Eat a Rainbow, and Evolution Revolution
b. The Most Explosive Science Book in the World... by the Brainwaves, Take Me Back, and Evolution Revolution
c. The Vatican, Take Me Back, and Evolution Revolution
d. Evolution Revolution, Take Me Back, and Wolverine: Inside the World of the Living Weapon

7. 2009 marks the 40th anniversary for which Eric Carle's preschool classic?

a. Mister Seahorse
b. The Very Hungry Caterpillar
c. Do You Want to Be My Friend?
d. The Very Busy Spider

8. BBC Children's Books launched The Darksmith Legacy earlier this year. How many titles are included in the series?

a. 20
b. 10
c. 40
d. 13

9. How old is Penguin South Africa author Andy Petersen?

a. 17
b. 24
c. 16
d. 19

10. Penguin Australia won the Book of the Year, Younger Children, with which title?

a. Ten Little Fingers and Ten Little Toes
b. Itsy Bitsy Spider
c. Vampire Academy
d. The Word Spy

11. Frederick Warne is celebrating Spot's anniversary in January 2010. How many years young will the puppy be?

a. 7
b. 15
c. 30
d. 50

12. What was the organization that partnered with Penguin India to plant trees from the proceeds of a book sale to be conducted at Midlands Book Store?

a. Kalpataru
b. Kalpagram
c. Kalpakkam
d. Kalpavriksh

13. Comedian Seán Cullen's newest Penguin Canada novel, The Prince of Neither Here nor There, features what popular otherworldly creatures?

a. Vampires
b. Werewolf
c. Faeries
d. Dragons

14. How many of the In the Night Garden books have been published so far in China?

a. Nine
b. Twenty
c. Five
d. Eight

15. Which Sarah Dessen Penguin Young Readers title sold more in its first day on sale than her last novel sold in its first week?

a. Lock & Key
b. The Truth About Forever
c. Just Listen
d. Along for the Ride

Bird's Nest

Penguin Australia

Penguin Australia Named Publisher of the Year

 Penguin took home nine awards, including the coveted Publisher of the Year award for the second year running at the 2009 Australian Book Industry Awards (ABIA). In a remarkable night, Penguin won nine of the twelve categories in which it had titles shortlisted including:

Book of the Year: Younger Children: Ten Little Fingers and Ten Little Toes by Mem Fox, illustrated by Helen Oxenbury
International Success Award: Penguin for Sonya Hartnett
Biography of the Year: The Lucy Family Alphabet by Judith Lucy
Book of the Year: Older Children: Finnikin of the Rock by Melina Marchetta
General Non-Fiction Book of the Year: The Tall Man by Chloe Hooper
Newcomer of the Year: Nam Le, The Boat

Penguin also won Marketing Campaign of the Year for the Popular Penguins campaign. United Book Distributors (Pearson Australia's warehouse) won Distributor of the Year.

Tim Winton Wins the Miles Franklin Literary Award

 Tim Winton won the Miles Franklin Literary Award for a record-equalling fourth time in June for his acclaimed novel Breath. Commenting on his win, Winton said, "It's been a strong year for Australian novels. I'm stoked, of course, but also mindful that there are terrific writers who will be feeling pretty stiff tonight, because their books are more than good enough to have won. To some extent I feel like the kid who's simply left holding the parcel when the music stops."

It is 25 years since Winton won his first Miles Franklin for Shallows in 1984. His novels Cloudstreet (1992) and Dirt Music (2002) were also winners.



More Awards Success for Penguin Australia

Penguin Australia has made a clean sweep during the recent awards season:

 At the NSW Premier's Literary Awards The Boat by Nam Le won the Book of the Year Award, A Fraction of the Whole by Steve Toltz won the People's Choice Award, The Tall Man by Chloe Hooper won the Douglas Stewart Prize for Non-Fiction, The Word Spy by Ursula Dubosarsky & Tohby Riddle (illustr.) won the Patricia Wrightson Prize for children's literature.

At the 2009 Kibble Literary Awards Jacqueline Kent won the Kibble for An Exacting Heart: the story of Hephzibah Menuhin. At the Encore Awards in the UK, Australian writer Julia Leigh took home the award for best second novel for Disquiet. At the Michael L. Printz Awards in the US, Melina Marchetta won the award for Excellence in Young Adult Literature for her novel Jellicoe Road. While closer to home Guy Rundle's Down to the Crossroads won the non-fiction award at The Age Book of the Year Awards and Then by Morris Gleitzman and The Word Spy by Ursula Dubosarsky and Tohby Riddle (illustr.) were both named Honour Books at the Children's Book Council Awards.

 As The Bird goes to print Chloe Hooper's widely acclaimed book The Tall Man, seems set to claim an Australian record for the most awards in a year. The Tall Man has now won the non-fiction prize at the Victorian Premier's Literary Awards and Queensland Premier's Literary Awards. It's won the non-fiction category at The Indie Book of the Year and was judged the Winner General Non-Fiction at the Australian Book Industry Awards. The Tall Man also won the Davitt Award for True Crime and the Ned Kelly Award for Non-Fiction and was named the inaugural winner of the John Button Prize. It's also just been shortlisted for the Prime Minister's Literary Award and named a Finalist in the Melbourne Prize for Best Writing.

Penguin Australia to Publish Peter Carey's New Novel

Penguin will publish Peter Carey's new novel Parrot and Olivier in America. The book will hit stores in Australia and New Zealand in November, ahead of its international publication in 2010. According to Publisher Ben Ball, Parrot and Olivier in America rivals Carey's great comic masterpieces Illywhacker and Oscar & Lucinda.

"Carey has found a subject that allows his virtuoso imagination and powers of linguistic sorcery to operate at full throttle: the birth of modern America," said Ben Ball. The winner of two Booker Prizes, Peter Carey is one of Australia's finest novelists.

Sporting Greats Sign with Penguin Australia

Penguin has signed some of the biggest names in Australian sport in recent months. Former Australian cricketer Matthew Hayden, one of the game's most decorated opening batsmen is writing his eagerly awaited memoir. The book is scheduled for a Christmas 2010 release, and will cover Hayden's time at the top during one of Australia's most dominant cricket eras.

In Australian Rules Football — there's much to be excited about with books coming from three of the games most famous AFL captains. Shane Crawford, the recently retired and much-loved former captain of the Hawthorn football team will write his autobiography due for a Father's Day publication in 2010. A Brownlow medallist (the game's highest individual honour), Crawford retired after finally winning a premiership in his 305th game.

Associate Publisher Andrea McNamara has signed Brad Johnson, the current captain and games record holder at the Western Bulldogs to write his autobiography and Geelong Football Club captain Tom Harley, who's working on a book on leadership. Both books are due for publication in the last half of 2010.

Penguin Canada

Penguin Canada Earns More Prestigious Awards

 Penguin Group (Canada) followed up its 2008 Publisher of the Year win with four awards from the Canadian Booksellers' Association in 2009, including Marketing Achievement of the Year, Sales Representative of the Year, and a double win for 2008 Scotiabank Giller Prize winner Joseph Boyden. Boyden's critically acclaimed Through Black Spruce won the Fiction Book of the Year Award, and he won Author of the Year honours for his outstanding literary work, contribution to Canadian culture and support to the bookselling industry.

Through Black Spruce has sold over 90,000 copies in hardcover since its publication last September. Three Day Road, hailed internationally as a masterpiece, has sold over 150,000 copies and maintains a strong presence on the country's bestseller lists. Boyden's biography of Métis leaders Louis Riel and Gabriel Dumont will be published as part of Penguin Canada's Extraordinary Canadians series in 2010.

Extraordinary Canadians, for which Penguin took home the Marketing Achievement of the Year Award, re-imagines Canada's most influential historical figures from the fresh perspective of writers such as Joseph Boyden, Douglas Coupland and Vincent Lam. A photo gallery featuring recent events and news on upcoming titles can be found at www.extraordinarycanadians.ca.

Adrienne Kerr, Penguin Canada Sales representative for Southwest Ontario, and formerly a bookseller for Nicholas Hoare and book buyer for HDS Retail, was honoured by the CBA as Sales Rep of the Year. Kerr has subsequently moved to Editorial to become Penguin Canada's commissioning editor for commercial fiction, and in a flurry of acquisitions has acquired three new books from international bestseller Sophie Hannah and two backlist titles from Robert Sawyer, recently profiled on Time.com and the author of FlashForward, the hot new series from ABC-TV starring Joseph Fiennes.

Penguin Group (Canada) author Alice Munro has won the third Man Booker International Prize. The prize, worth £60,000 or roughly $100,000 CDN, is the international version of the UK's Man Booker Prize and is awarded once every two years to an author for a body of work with outstanding international impact.

Penguin Canada Makes Major Acquisitions

Penguin imprint Hamish Hamilton has bought World English Language rights (excluding the US) to the long-awaited sequel to Vikram Seth's much-loved million copy bestseller A Suitable Boy (more details in Penguin India portion Bird's Nest). This is the first worldwide acquisition by Hamish Hamilton UK, together with its newly formed imprints in Melbourne, Toronto and Delhi. Also recently signed to Hamish Hamilton Canada is Miguel Syjuco, winner of the Man Asian Literary Prize. Syjuco's prize-winning novel, Ilustrado, will be published in Canada in April 2010. Rights have sold in 16 countries.

Other significant acquisitions by Penguin Canada include a new novel by Giller Prize Winner Joseph Boyden, The Long Song by Andrea Levy, Imagine: The Science of Creativity by Jonah Lehrer, , an untitled memoir by Steven Page, former lead singer of The Bare Naked Ladies, Peter Nimble and His Fantastic Eyes, a highly touted YA debut by LA based Canadian screenwriter Jonathan Auxier, and Journey of Injustice: Canada's Underground World of Human Trafficking by Benjamin Perrin, one of nine individuals in the world to receive a "Trafficking in Persons Hero" award from the U.S. Department of State as part of the annual global Trafficking in Persons report released by Hillary Clinton, U.S. Secretary of State.

Steig Larsson's Books Lead Penguin Canada's Bestsellers Across the Provinces

Raging across Canadian bestseller lists and currently the top selling Penguin titles in both hardcover and paperback at Indigo are Steig Larsson's phenomenally bestselling The Girl With the Dragon Tattoo and The Girl Who Played with Fire. The books have sold over 15 million copies worldwide in 34 languages. Canadian rights were snapped up by Executive Editor Nicole Winstanley and the series continues to show huge upward growth potential.

Bestselling YA Author Eoin Colfer to Pick Up Where the Hitchhiker's Guide to the Galaxy Left Off

Penguin Group (Canada) won the rights to publish the sixth novel in the ever-more increasingly inaccurately named Hitchhiker's Guide to the Galaxy trilogy, in a competitive auction among Canada's major publishing houses. Eight years after the tragically early death of its creator, Douglas Adams, widow Jane Belson has sanctioned the project to be written by the bestselling children's writer, Eoin Colfer, author of the Artemis Fowl novels. The new book "And Another Thing..." will be published in hardcover, e-book and audio book by Penguin in October 2009.

Bram Stoker's Great Grand Nephew Brings Dracula Back with the Un-Dead

The acquisition of the first authorized sequel to Bram Stoker's classic novel, Dracula, was another exciting moment for the commercial fiction department at Penguin Group (Canada) Co-written by the great grand nephew of Stoker and already optioned for a movie that is slated to begin filming in early 2009, The Un-Dead is a true sequel, picking up some twenty-five years after the close of the original and featuring all of the intrepid demon hunters, as well as a surprise appearance or two. The novel was acquired as part of a three book deal. Dacre Stoker was born and raised in Montreal, and the Canadian Stoker family is coming out to see the exciting marketing and publicity plans Penguin Group is rolling out.

Stuart McLean Gives Extreme Vinyl a Spin in His Newest Book

 Penguin will release #1 bestseller and CBC radio host Stuart McLean's Extreme Vinyl Café on September 29th along with a mixed display of new editions of the Vinyl Café backlist. Promotional plans for Stuart's concert tour and an oversized "Book on Tour" are in place along with aerial advertising at Word on the Street. McLean will promote the Book on Tour on his radio show and start it on a cross-Canada mission for most autographed book in Canada. Postcards for the book will be distributed at concert tour venues including a 12 city Ontario tour in October followed by appearances in Newfoundland and Labrador, Vancouver and Victoria in November, and a 12 city cross Canada Christmas tour in December. The "book on tour" will travel from Halifax to Vancouver, with advertised signings at independent book stores in Stuart's concert tour cities, and promotion on CBC Radio.

Lastly, Penguin Canada author Jack Whyte, crossed the one million copy mark in August with the publication of Order in Chaos, the concluding novel in the Templar Trilogy. The Globe and Mail ran a front page story in Books & Focus with the headline One Pen, One Sword, One Million Sold. Whyte's new Scottish trilogy features Robert the Bruce, William Wallace and the Black Douglas and launches in August 2010 with The Forest Laird.

Penguin China

Penguin China's Feather Club and Penguin Dating at Beijing International Book Fair

   At the 2009 Beijing International Book Fair, held in early September, Penguin was the only publisher who had an open day for readers at the trade fair. We organized the Penguin Feather Club in the morning to welcome all virtual (online) friends to get to know Penguin and Penguin staff. Penguin Dating was held in the afternoon; we set up two rounds of group discussion to help each other to get to know/understand each other. The last section of Penguin Dating involved giving a flower to those you like. The result…no one dared to show their love in public, for they are bookworms!

DK

DK US

DK Titles Recognized by 2009 Parent's Choice Awards

 The Parents Choice Award has been called the oldest non-profit consumer guide to quality children's media. Fewer than 20% of the products submitted for the 2009 awards received any commendation. It's an honour for DK to have three titles recognized:
Evolution Revolution — Silver Medal
Take Me Back — Recommended
The Most Explosive Science Book in the World... by the Brainwaves — Recommended

X-Men and Wolverine Authors Draw SRO Crowd

DK held a standing room only event at Museum of Comic and Cartoon with X-Men author Chris Claremont and Wolverine: Inside the World of the Living Weapon author Matthew K. Manning. The book was heralded by numerous reviews appearing in Washington Times, Publishers Weekly, GalleyCat, Marvel.com, and Maxium.com.

The Vatican Draws High Profile Media Coverage

 The Vatican continues to receive great press with author Father Michael Collins contributing to Entertainment Weekly in a "Fact vs. Fiction" breakdown of the Angels & Demons film, a Sirius XM Radio's "The Catholic Channel" (nationally broadcast) and the Houston Chronicle.

Annabel Karmel's US Book Tour is Great Success

DK author Annabel Karmel was in the US this summer for a publicity extravaganza, including a 15-city radio tour and a 20-city TV tour to promote her latest children's books, I Can Eat a Rainbow, First Meals and More: Your Questions Answered, and Cook It Together. Karmel has had great success contributing to Gather.com forums, and received national press coverage in Working Mothe r, NPR and Martha Stewart Radio. Martha Stewart Living Radio's "Morning Living" has featured a number of DK titles including Birds of North America, Where to Go When, and Book of Weeds.

DK's Year of Star Wars Continues

 2009 is proving to be DK's "Year of Star Wars." In May, DK sent members of the Empire City Garrison, 501st Legion to the Children's Book Council's opening of "Children's Book Week". Stormtroopers delighted Star Wars fans old and new by securing the perimeter around Bryant Park, and reading from The Story of Darth Vader. For the first time ever, DK participated in Disney World's Star Wars Weekends. Four DK authors/illustrators — Matt Busch, Chris Reiff, Chris Trevas and Ryder Wyndham — attended this event. Read more about the Star Wars Weekends at http://tinyurl.com/c6chq9. Pictures from the event are available at http://www.flickr.com/photos/dkpublishing/3522264376/in/set-72157617991767616/*

Stormtroopers were also present in DK's booth for Book Expo America in New York in anticipation of DK's mega publicity campaign-which features more than 60 concurrent events all being held on October 10th across the US-for the launch of The LEGO Star Wars Visual Dictionary.

 On Saturday, October 10th, DK Publishing will launch the publication of LEGO® STAR WARS: The Visual Dictionary with 70 in-store events scheduled across the US. Fans will enjoy meeting and taking pictures with the StormTroopers of the 501st Legion and other STAR WARS characters and each event will include giveaways and in-store activities. The LEGO brand and STAR WARS are two of the world's most well-recognized and successful franchises, and have been collaborating since the 1999 release of the first LEGO STAR WARS minifigures. LEGO® STAR WARS: The Visual Dictionary features an exclusive minifigure that is only available in DK's book. For more information about the book and events, visit http://us.dk.com/101009

DK UK

The RHS Encyclopaedia of Garden Design Sparks Events, Media and Public Attention

DK's integrated Marketing, Publicity & Online campaign for the RHS Encyclopaedia of Garden Design made a big impact on the gardening market in the Spring. The first phase of the campaign featured publicity generated by press competitions to win amazing garden make-overs in the Evening Standard and Sunday Telegraph; the second phase was The Great London Garden Trail in May where the winning gardens were open to the public, alongside many never-seen-before Society of Garden Designers gardens across London. Pre-trail publicity included a major feature in the Evening Standard, Gardener's World (BBC2), GMTV, Sunday Times and Critics Choice in Time Out, and ITV London News covered the trail on the day itself. 4,000 visitors travelled around London, visiting the 10 gardens on show. It was so popular that DK plans to run the same trail and brand campaign in 2010.

Pregnancy Book Campaign Reaches Thousands of Expectant Mothers

In July, DK UK launched The Day-by-Day Pregnancy Book, a ground-breaking title devoting a whole page to each of the 280 days of pregnancy. A direct email campaign reached 24,000 expectant mothers, with a full page advertorial in Bumps n' Babies (the official magazine of the National Childbirth Trust). The press campaign included extracts, competitions and reviews in The Sun, The Independent, Practical Parenting, Pregnancy & Birth, Prima Baby and on all major pregnancy and parenting websites. Due to the success of the campaign Editor-in-Chief Dr Maggie Blott is now set to be the new resident pregnancy expert on Breakfast (BBC1).

DK Partners with UK Retailers for Autumn LEGO Promos and Events

Looking forward to the Autumn, DK UK will be mirroring the LEGO activity in the US with LEGO events nationwide during October. DK is partnering with retailers including Waterstones, Borders and WHS on a programme of in-store promotions and events to feature a LEGO 'Builder', a LEGO expert who will create amazing 4ft LEGO structures in-store with goody bags and certificates given away at each event. LEGO models will be displayed, and the in-store campaign will be supported by extensive publicity and Facebook advertising.

ROUGH GUIDES

 Two Rough Guides titles are finalists for the ForeWord Book of the Year Awards: Ultimate Adventures: A Rough Guide to Adventure Travel in the Adventure/Recreation Category and The Rough Guide to Europe on a Budget in the Travel Guide Category.

TRAVEL

An Associated Press article reported how the DK Eyewitness Moscow guidebook bested smart phones in a Conde Nast Traveler comparison. Three journalists were sent to Moscow and given different tasks to accomplish. The guidebook user performed better overall than both the iPhone and Blackberry users. Total circulation of the article was over 5 million readers.

Twenty DK Eyewitness Top 10 Travel Guide Apps are now available on iTunes for the iPhone, with a further thirty to launch in coming months. Watch a video showcasing the apps at www.traveldk.com/iphone.

Penguin India

Penguin India Sweeps the Indiaplaza Golden Quill Awards

Penguin India has performed an astounding clean sweep at the Indiaplaza Golden Quill Awards, with two of their biggest bestsellers winning the awards in all three categories. The Readers' Choice Awards, decided by an online poll, went to Amitav Ghosh's Sea of Poppies for Fiction and to Nandan Nilekani's Imagining India for Nonfiction. Sea of Poppies also bagged the Jury Award for Best Book.

The Indiaplaza Golden Quill Awards, which were started in 2008, are organized by the country's largest online bookstore, and reward the best fiction and nonfiction writing of the year by an Indian author. The Indiaplaza Awards also involve readers in the final choice of the winners. The 2009 awards were for the best writing of 2008.

Penguin won the Jury Award for Brinda Charry's Naked in the Wind at the inaugural Indiaplaza Golden Quill Awards last year.

Sea of Poppies by Amitav Ghosh and T'ta Professor by Manohar Shyam Joshi; translated by Ira Pande are winners at the Vodafone Crossword Awards 2008

 Sea of Poppies by Amitav Ghosh is the joint winner for Best Work in English Fiction and T'ta Professor by Manohar Shyam Joshi (translated by Ira Pande) is the winner in the Indian Language Fiction Translation category of the Vodafone Crossword Award 2008.

The judges for the fiction award, Mukund Padmanabhan, Usha K.R. and Rukmini Bhaya Nair, said in praise of Sea of Poppies: '[This is] a work realized with the confidence of an author at the height of his powers ... Sea of Poppies brings characters and situations alive in a story that is at once hugely entertaining and narrated with an elegant restraint, illustrating how grand narrative can be combined with a youthful sense of adventure.'

Penguin India swept the Vodafone Crossword Awards last year, with Usha K.R's A Girl and a River winning for Fiction, William Dalrymple's The Last Mughal for Non-fiction, and Sankar's Chowringhee and Anand's Govardhan's Travels named joint winners for the Indian Language Fiction Translation award.

B D Garga's From Raj to Swaraj: The Non-Fiction Film in India Wins National Award

It's pouring awards for Penguin India — and this time, it's the National Award. B D Garga's From Raj to Swaraj: The Non-Fiction Film in India has won the Swarn Kamal for Best Book on Cinema. The Swarn Kamal (Golden Lotus) award is shared between the publisher and the author.

This is the latest feat in Penguin's incredible performance at the National Awards: last year, Jerry Pinto's Helen: The Life and Times of an H-Bomb won the Best Book on Film award for 2006, while Roopa Swaminathan's Star Dust: Vignettes from the Fringes of the Film Industr y won the award for 2004. Past winners of the National Award published by Penguin also include Gayatri Chatterjee's Awara and Anupama Chopra's Sholay.

The National Award for the Best Book on Film is the highest recognition for this genre of writing in the country and Penguin India is delighted to be honoured repeatedly for its publications on film.

Over 700 Participants at the Puffin Quiz 2009

  The Puffin Quiz 2009 with quizmaster Derek O'Brien was a grand success for both Penguin and Puffin. The quiz started early at 8.30 in the morning with over 700 starry-eyed and intensely competitive quizzers waiting impatiently for their turn to register and make it through the towering steel gates of Siri Fort Auditorium. Ruskin Bond, India's most beloved author, made a quiet entry inside the hall but was surrounded by fans clamouring for his autograph. Once all the students were seated the preliminary round of the quiz began. Over 50 schools participated in the quiz although only six teams made it into the final round. The infectious enthusiasm of the students, the presence of star-quizmaster Derek O Brien and author Ruskin Bond created an unforgettable event. The fabulous prizes (Laptops for the 1st prize, Xboxes for the 2nd prize and Ipods for the 3rd prize) were the icing on the cake.

The Sequel to Vikram Seth's A Suitable Girl Coming from Penguin in 2013

In a move which will cheer his fans, Vikram Seth, among the most widely admired writers in the world, has announced that he is writing the long-awaited sequel to his much-loved million-copy bestseller A Suitable Boy. A Suitable Girl will be published by Penguin in Autumn 2013.

2013 marks the twentieth anniversary of the publication of A Suitable Boy, which was a worldwide sensation. The 1,350 page book sold over a quarter of a million copies in hardback and over a million copies in paperback. In the intervening years, Penguin will also publish a new volume of Vikram Seth's poems and a new book of essays.

After announcing the new book, Vikram Seth said, "In India, all my books have for years been published by Penguin. But I am very happy today to be joining foreign colonies of the Flightless One. They have already made me feel very welcome, and I hope in time to hatch many suitable eggs with them.'

The sequel to A Suitable Girl will also be published by Penguin in the UK and Canada.

The Biography of Oscar-winning Music Director A.R. Rahman Takes Readers Inside His "Musical Storm"

The Penguin India biography of the Academy Award-winning Music Director A.R. Rahman is proving to be immensely popular. An international celebrity today, Rahman is being called 'the Mozart of the East' for his award-winning score for Slumdog Millionaire. In India, however, Rahman has been an iconic superstar for seventeen years, ever since his first film Roja. Many claim to know the man behind the music but Rahman shies away from the public eye. He is fiercely protective of his privacy, and prefers to be known only through his music. A.R. Rahman: The Musical Storm also takes readers straight into Rahman's inimitable world: the composing and recording sessions that run through the night; his compulsive need to 'get it right,' which can cause directors to wait months for a song; his continuing fascination with electronic equipment; his relationship with his mother, his inspiration; and above all his religiosity, which is at the root of his being and his music.

Hamish Hamilton Launches in India

The Hamish Hamilton imprint, known for its fine literary fiction and nonfiction, launched in India in July 2009 with the publication of Arundhati Roy's Listening to Grasshoppers: Fieldnotes on Democracy and Ali Sethi's The Wish Maker. Sultana Daaku, a novel by Sujit Saraf and Upamanyu Chatterjee's forthcoming novel Way To Go are some of the other major titles that will be published under this imprint in the next year.

Penguin New Zealand

Penguin Group (NZ) Authors Take Home Major Awards

Penguin NZ won two 2009 Montana Book Awards:

 Ladies, A Plate: Traditional Home Baking by Alexa Johnston won the Lifestyle & Contemporary Culture category.

 He Pātaka Kupu te kai a te rangatira, the first-ever dictionary written entirely in te reo Māori, won the Maori Language award.

The winners of the country's most prestigious awards for contemporary writing were chosen from more than 220 books submitted for the 2009 awards.

At the Booksellers New Zealand Industry Awards, Penguin Group NZ won the highly coveted award for Sales and Promotional Support. This award has eluded us for the past six years, when we have historically been in the runner up position. We were also delighted when our sales reps Rachel Cooper and Louise Crisp took out the awards for North Island Sales Rep of the Year and South Island Sales Rep of the Year respectively.

Penguin South Africa

Penguin Books SA Books Continue to Dominate the Top 10 Best-Sellers List in South Africa

 In August, six out of the ten titles on the South Africa best-seller list were from Penguin. Spud — Learning to Fly by John van de Ruit once again tops the Adult Fiction chart at position one. The paperback edition of Outliers: The Story of Success by Malcolm Gladwell, was in 3rd position. Breaking Dawn by Stephenie Meyer is at number 4 and is the bestselling children's title. New Moon by Stephenie Meyer was at number 6, followed by Eclipse and Twilight in positions 7 and 8 respectively. All the books in the Twilight series continue to sell over 1,000 units every week.

The Help and Testimony on 2009 Boeke Fiction Prize Shortlist

The Help by Kathryn Stockett and Testimony by Anita Shreve are two out of six titles, which have been shortlisted for Exclusive Books' 2009 Boeke Fiction Prize.

Exclusive Books is South Africa's leading national book retailer. The Boeke Prize is celebrating its 15th anniversary this year and has become the biggest general fiction based promotion in South Africa.

C N A Book of the Year Goes to Barack Obama's Audacity of Hope

Audacity of Hope by Barack Obama is the winner of the 2009 C N A Book of the Year Award, as voted for by their readers. The second runner up prize went to Breaking Dawn by Stephenie Meyer.

C N A is the leading retailer of reading, writing, listening, learning and communication consumables to middle and upper income families in Southern Africa.

Penguin UK

WHS Travel Stores to Sell Penguin Guides Exclusively

  An exclusive 12-month deal was signed in June with W H Smith Travel that made Penguin travel guides the sole supplier of foreign travel guides in all of Smith's travel stores (which include retail outlets based in airports, motorway, railway and hospital shops.) The contract means that DK and Rough Guides will be the only foreign travel guides on offer at the 450 WHS Travel stores in the UK. W H Smith believe that this move will make travel guide shopping "easier for the customer," as travel customers are "extremely time pressed."

Anna Rafferty Wins New Media Age Award

 At the prestigious New Media Age Awards, our very own Anna Rafferty won 'Greatest Individual Contribution to New Media' for her innovative approach to digital marketing — she beat off a shortlist that included Lord Carter (who has just produced the government's digital blueprint for the future), Channel 4 and the BBC — go Anna! She was commended, in particular, for her commitment to providing original and ground-breaking campaigns with minimal expenditure, demonstrating the impact of low-budget projects on a wide reaching audience and revitalising interest in Classic literature. Her work on our social media-driven initiatives, including Spinebreakers, BlogaPenguinClassic, BlogaHolidayRead and PenguinDating was recognised and the Editor-in-chief of NMA commented that "her enthusiasm, dedication and success have put Penguin at the forefront of digital media, with their online work going from strength-to-strength."

James Kelman Book Bags Scottish Book of the Year Award

 James Kelman won the Scottish Book of the Year Award for Kieron Smith, Boy a book charting the life of a young boy in post-war Glasgow. James said it was "an honour" to win the award for the novel, which was described as a "masterpiece" by the judging panel.

Vintage Ladybird products were named Gift of the Year 2009!

The UK's Giftware Association has just unveiled the list of winners of its prestigious annual Gift of the Year Awards, revealing that Wild & Wolf is a Winner in the 2009 competition with their Ladybird products. The Ladybird Vintage tins, flasks, journals and plasters won the Branded Character Award and the journals won the Stationery Category Award. Gift of the Year Awards are only given to the latest, most original and innovatively designed products that can be given as gifts. However, entrants also have to demonstrate that the product is commercially viable.

Brands & Licensing

Camp Bestival Celebrates Enduring Brands at Lulworth Castle

 The Marketing and PR team from Brands & Licensing were very happy campers in August after surviving the madness of Camp Bestival where 15,000 revellers gathered at Lulworth Castle in Dorset. The book tent went down a storm attracting huge crowds of over 300 children to every show throughout the three-day festival. The tent was constantly buzzing with families and children who enjoyed seeing their favourite characters including Peter Rabbit and Spot as well as racing Top Gear cars, attending an In the Night Garden Pyjama Party, having their photo taken with David Tennant (albeit in cardboard form at our Doctor Who Quiz) or just chilling out on the many Ladybird beanbags and enjoying a good book. Peppa Pig also greeted queues of children squeezing to get into the tent for a hug with the cheeky piggy making it a highlight of the weekend.

Beatrix Potter™ Green, Naturally Better, Takes to the Air and Opens Garden

 The Beatrix Potter™ Green Award winners have been announced. We received hundreds of entries from children right across the UK, aged 5-11yrs. The standard was extremely high, with entrants telling us how they had become 'Green Champions' in their local community. Winners from two age categories won a digital camera, National Trust family membership, and £500 for their school to spend on an eco-project.

Warne joined up with the UK's second largest nursery chain, Asquith Nurseries, to launch a Peter Rabbit Naturally Better campaign focusing on gardening and outdoor play. 100 nurseries received gardening kits and packets of seeds, and the children were invited to record their gardening achievements in a project book. From all the projects received, one lucky nursery was selected to receive a special visit from the Peter Rabbit puppet show.

Peter Rabbit™ online gardening Flickr gallery 'My Patch' is going well, with people invited to upload their best gardening photos. A winner with the best photo was selected and won £200 worth of gardening vouchers: www.peterrabbit.com/naturallybetter/mypatch.asp

Peter Rabbit™ Organics fruit purees became part of children's meals on all flights from the UK with Virgin Atlantic from June 09.

Blue Peter's gardener, Chris Collins, officially opened the new Peter Rabbit™ Naturally Better garden at The World of Beatrix Potter™ Attraction in the Lake District in May. The garden brings Beatrix Potter's Tales to life, filled with the varieties of fruit, vegetables, herbs and flowers that were sketched by Beatrix. The garden will be run using organic principles and the produce grown will be used in the attraction's cafe.

Penguin Group (USA)

Penguin to Become First English-Language Trade Publisher to Publish Classics in Portuguese in Brazil

  Penguin has reached an exclusive agreement with Companhia das Letras to publish the Penguin Classics in Brazil. Penguin Classics is the largest and most comprehensive publisher of classic literature in the world. Companhia das Letras is one of the most prestigious publishing houses in Brazil, internationally renowned for its commitment to publishing the best in Brazilian and foreign literature. This new partnership makes history as Penguin becomes the first English language publisher to publish classics in Portuguese. The initial list of titles will launch in 2010.

The new imprint under Companhia das Letras will be called Penguin Companhia Classicos, and will also include an accompanying line called Penguin Companhia. Some of Companhia's most renowned authors and masterworks of Portuguese history and fiction will be published under both imprints.

The classic titles published in this joint partnership will carry the world famous Penguin Classics livery with Portuguese text. The books will include Portuguese translations of existing Penguin Classics editions along with translations into Portuguese of additional titles commissioned by Companhia das Letras. The books will uphold Penguin Classics' established standards of excellence and will be accompanied by introductions, notes, and other scholarly apparatus.

John Makinson, Penguin Chairman and Chief Executive, comments: "Penguin is thrilled to be introducing its iconic classics brand to Brazil, one of the most dynamic and promising publishing markets in the world. The opportunity is enormous and we could not wish for more compatible partners in this adventure than Luiz Schwarcz and Companhia das Letras. The publishing pedigree and style of Companhia are completely consistent with our own, and together we hope to reinvent the publishing of classic literature in Brazil."

Viking/Penguin's Elizabeth Gilbert to Publish a New Memoir with Viking

Elizabeth Gilbert, author of the #1 New York Times bestseller Eat, Pray, Love, will have a new memoir out from Viking in January 2010. Committed: A Skeptic Makes Peace with Marriage begins where Eat, Pray, Love ended-just after Gilbert fell in love with Felipe, a Brazilian-born man of Australian citizenship who'd been living in Indonesia when they met. Resettling in America, the couple swore eternal fidelity to each other, but also swore to never, ever, under any circumstances get legally married. (Both were survivors of divorces.) But providence intervened one day in the form of the U.S. government, which-after unexpectedly detaining Felipe at an American border crossing-gave the couple a choice: they could either get married, or Felipe would never be allowed to enter the country again.

 Since its initial publication in January 2006, Eat, Pray, Love has spent 57 weeks in the #1 spot on the New York Times trade paperback bestseller list and 135 weeks on the list overall. It has shipped over 6 million copies in both hardcover and paperback in the U.S. and has been published in over thirty languages.

Also, filming has commenced on Columbia Pictures' adaptation of Eat, Pray, Love, with an all star cast: Julia Roberts, Javier Bardem, James Franco, Billy Crudup, Richard Jenkins and Viola Davis. Ryan Murphy is directing, Brad Pitt and Dede Gardner of Plan B and Rod Om Films are producing. The film is tentatively scheduled for release next summer.

Charlaine Harris's Entire Sookie Stackhouse Series on the New York Times Bestseller Lists Simultaneously

Publishing phenomenon Charlaine Harris and her Sookie Stackhouse series have been featured prominently on the New York Times bestseller lists in 2009. Harris's eight mass market paperbacks, plus the latest Ace hardcover, Dead and Gone, appeared simultaneously on the bestseller lists in the same week in August and September. This may be a publishing record with an entire series placing on the list all at the same time!

Charlaine participated in Comic-Con International in San Diego in August, where she met fans and signed a ton of books. On Saturday she joined the cast and creator of HBO's hit television series "True Blood" (which is based on Harris' novels and has just been picked-up for a third session) on a panel discussion about the show in front of 5,000 cheering fans. Charlaine answered several questions and thrilled everyone with the announcement of a new three book contract, promising that Sookie Stackhouse's adventures will continue into 2014!

Penguin Classics and the Union of Concerned Scientists Form Unique Collaboration for Interactive Book about the Effects of Global Warming

Penguin Classics and the Union of Concerned Scientists, in a unique collaboration between a publisher and a non-profit organization, present essays and photos from a wide array of contributors from across the US to personally illustrate the effects of global warming in a new interactive book called Thoreau's Legacy: American Stories About Global Warming. This special anthology was launched in July and is available for free online as an interactive book at http://ucsusa.org/americanstories/ and as an eBook through the Penguin site. Limited edition hardcover is also available for purchase.

A team of reviewers from Penguin Classics and UCS went through nearly 1,000 submissions and selected 67 contributions from scientists, students, grandparents, activists, veterans, journalists, evangelical Christians, artists, and businesspeople who live in 32 states stretching from Alaska to Florida. A foreword on global warming by award-winning novelist, poet and nonfiction author Barbara Kingsolver helps to set the context.

Penguin Classics Editorial Director Elda Rotor said, "I have great respect for the work of the Union of Concerned Scientists and it's been very satisfying for us to have been able to help generate public participation in this project, and we hope their voices will be heard; particularly as Congress debates legislation to reduce the pollution that contributes to global warming."

The Union of Concerned Scientists is the leading science-based nonprofit working for a healthy environment and a safer world. UCS combines independent scientific research and citizen action to develop innovative, practical solutions and to secure responsible changes in government policy, corporate practices, and consumer choices.

Behind the Bird

Executive Editors
Rebecca Sinclair
Marilyn Ducksworth

Editor
Dave Zimmer

Design and Production
Lauren Lickus, Brian McDonald, Ellen Chang

eBook Creation and Production
Joseph Frizzell

Division Correspondents:

Australia: Sally Bateman

Canada: Yvonne Hunter

China: Jo Lusby, Emily Wang

India: Avanija Sundaramurti, Hemali Sodhi

New Zealand: Sandra Lees, Geoff Walker

South Africa: Edem Foli, Tracey McDonald

UK: Lorna Broomfield, Antonia Wilkinson, Hermione Ireland (DK)

US: Dave Zimmer, Judi Powers (DK)

Table of Contents

Worldview

The Bird Interview: Don Weisberg

The Bird Interview: Stephanie Barton and Francesca Dow

Digital

The Bird Feature

Green

The Bird Quiz

Bird's Nest

Austrailia
Canada
China
DK
India
New Zealand
South Africa
UK
USA

Behind the Bird

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