Friday, May 22, 2009


On April 1, 2009, Borders announced plans to refocus on children's books. At yesterday's shareholders meeting, CEO Ron Marshall shared details of how Borders plans to tap into this "tremendous growth" opportunity. Here are some excerpts from today's Publisher's Weekly article:

-Borders will turn much of its dying music and movies section space into bigger children's book areas.

-The company has been "really underdeveloped in kids," and its share of families in "prime kids years" was low. By contrast, Barnes & Noble has established children's departments with story hours and special events. Expanded childrens' book sections will be rolled out to every Borders store within 90 days, Anne Kubek, Borders executive vice president of merchandising and marketing, said after the shareholders meeting.

-In recent years, [Marshall] acknowledged, customers may have confused Borders with a toy store or a candy shop, a strategy of "lifestyle selling" that brought in action figures and yoga mats....Borders plans to carry education games and toys and teaching devices as well as books, and will relocate young adults and teen books away from the baby and youth books, Kubek said. Teen books often will be positioned close to the manga and science fiction titles, since "teens cross shop those."

-Borders has established "a compressed cycle" of ordering books, going from 12 weeks to four weeks in mid February to about two weeks now, Marshall said. That "just in time" ordering reduces returns to publishers and allows buyers to select more titles based on more information and media buzz, said Anne Roman, a Borders spokeswoman.

-Unfortunately, Borders has a long way to go before it is back on solid financial footing. They lost $186.7 million in the fiscal year ended in January, and Marshall cautioned shareholders not to expect a strong rebound in sales for years.

Children's Writers...rather than allow doom and gloom of that last paragraph to cloud the good news of this post, let's work together as the amazing kidlit community that we are and create great books, create big media buzz, and get our books on Border's bookshelves. Bigger children's book sections means opportunity for each and every one of us. But, the book and the buzz must bring in customers, drive sales and establish the importance of children's books not only for the well being of our children, but for the well being of our publishers and booksellers.

Thank you Ron Marshall and Borders for getting back to the business of selling books and recognizing the buying power of children's book customers.

I shall now jump off my soapbox. Have a great Memorial Day Weekend. God Bless America and all the wonderful men and women who keep us safe.


  1. This is great. I swear our Borders just expanded the kids/teen sections about three months ago. Wonder if it's going to get even bigger! :)

  2. AHHH! Light at the end of the tunnel. Good news for a change.

  3. YAY! Thank you!

    You totally made this YA author's day!

    If you need some new manuscripts to help fill this need in the market, please hop on over to my site! :)


  4. This is great news. Thanks for sharing.

  5. wow. i DO wonder how this will work out--maybe this will help save Borders?

    the thing about children's books--the net profit per item is much lower than on adult books. on the other hand, you can pack more children's books into the same space, and people still need children's books in economic crises (while adult books may be a little more of a pass). also, recently, more adults have been reading children's books (esp YA) for fun.

    let's see how this goes.

  6. Yay! Thank you for some good news!!!


  7. Oh good news! Yeah! Thanks for sharing.

  8. Borders Group has long suffered from an identity crisis. Its stock has ranged as high as $37 and now trades in the $2 range. Expanding the kids section is not only good for kids and those of us in the kidlit group, but also for the bottom line. Just last year BG was a takeover target for B&N. We need more bookstores, not fewer. Good move all around.

  9. I love the energy you brought to this Borders biz...a call to arms Authors!



Related Posts Plugin for WordPress, Blogger...

join the mailing list

Enter your email address:

Delivered by FeedBurner