Where's the Money?

While children are constantly being enticed by computer and video games and television shows, books, games and other printed material designed for children have not declined as much as one might expect. The recession and electronic media have put a dent in sales, but the market is still healthy for sheetfed and web printers.

“Five to 10 years ago, the amount of children’s books being published decreased due to an increasing use of the computer,” said Frank Mazzi, vice president of sales at National Graphic Solutions, a Wisconsin commercial printer that counts 75 percent of its work for the children’s market. “But it has come back. I think there are more parents who are working with their children to boost their reading skills and help with their education. We’re seeing an increase in children’s educational workbooks that are licensed along with a film character.”

Simba Information’s new report, “Children’s Publishing Market Forecast 2010” expects steady growth in this segment in 2010. The overwhelming success of children’s books in recent years such as Harry Potter, Captain Underpants and Twilight are prompting publishers to search for the next multi-title blockbuster author. In addition, bestselling individual titles of rapidly growing genres like graphic novels have illuminated the children’s book market as a lucrative space, said the report.

Printers who are heavily involved in book titles with multimillion run lengths are excited to be part of the niche. “J.K. Rowling, the author of the Harry Potter series, has created a storybook hero with unparalleled powers,” said John Edwards, whose company has printed many bestselling titles. “Who would have ever dreamed that children of all ages would turn off their TVs and put down their Game Boys in favor of a comfortable chair and a book? Research shows that children who start reading early develop a lifelong love of books. That’s good for them and for our industry.”

But before you start setting your sights on the children’s market you need to be aware that there are pitfalls. In the past year, the U.S. government has enacted strict rules and regulations for any product designed for children. Printers are crying foul and the PIA is lobbying Congress to re-introduce legislation to exempt children’s books and other printed matter from the new requirements. (see sidebar)

Last month, Gary Jones, director of Environmental, Health, and Safety (EHS) Affairs for Printing Industries of America, met with Consumer Product Safety Commission representatives to discuss the legislation and how it will negatively affect printers. “This does not only affect children’s book printers,” said Jones. “The testing and certification requirements affect any printer who produces work for children; such as baseball cards, educational flash cards, DVD jewel cases, posters and any product that is printed for children. We want the Consumer Product Safety Commission and legislators to realize the enormity of the problem. The legislators know there is a problem but right now they aren’t willing to revisit the legislation.”