A strong corporate brand - De Arbeiderspers | A.W. Bruna Publishers
You are now reading the introduction brochure for De Arbeiderspers | A.W. Bruna Publishers. As we are now one company, after the merger on 1 January 2012, we could like to reintroduce ourselves and show you the divisions we are working on, whether it's printed books or digital products.
A strong corporate brand CO NT ENT S De Arbeiderspers | A.W. Bruna Uitgevers .................................................... 1 History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Our imprints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 De Arbeiderspers .......................................................................................................... ........................................................................................................ 4 6 A.W. Bruna Fiction Signatuur . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Orlando . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . 10 Lev. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 12 VIP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 13 16 17 18 20 23 24 26 The organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Publishers and editors Sales Digital team Marketing Special sales Colophon .............................................................................................. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . ..................................................................................................................... .......................................................................................................................... ..................................................................................................................... ........................................................................... Corporate social responsibility ............................................................................................................................ DE A RBE I D E RS P ERS | A.W. BRUNA PUBL IS HERS You are now reading the introduction brochure for De Arbeiderspers | A.W. Bruna Publishers. As we are now one company, after the merger on 1 January, 2012, we would like to reintroduce ourselves and show you the divisions we are working on, whether it's printed books or digital products. Our purpose is to make and keep authors popular. And we're achieving that. De Arbeiderspers | A.W. Bruna Publishers is the largest general publishing house in the Netherlands, both of printed books and e-books. Quality A passion for books One is known as a successful publishing firm for over 140 years, with an impressive range of authors such as Carlos Ruiz Zaf�n, John Grisham, Elizabeth George, Havank, Stieg Larsson, Suzanne Vermeer and David Baldacci. The other one has built up a reputation over the last 80 years with Dutch and international literature, and represents authors such as Maarten 't Hart, Koos van Zomeren, Anna Enquist, Arthur Japin, Joost Zwagerman, Abdelkader Benali and Sylvia Witteman. One is from Utrecht, the other from Amsterdam. Together, we're a publisher covering the entire country. This is expressed in our new head office in Utrecht and our beautiful pied-�-terre on the Herengracht in Amsterdam. In these locations, you can feel our passion for books and see us in action, while we are busy writing a new chapter in our publishing history. We show that commercial enterprise and quality can go hand in hand. Our imprints De Arbeiderspers, A.W. Bruna Fiction, Signatuur, Orlando, Lev. and VIP cater for various types of readers; They are different, complement each other, but most of all, we have in common that quality has the highest priority. We are publishing strong titles for a wide audience. Each imprint has its own profile, and with the arrival of De Arbeiderspers, our portfolio has become even more diverse. We learn more about each other's methods and traditions every day. This results in a rare combination of non-conformism, reliability, quality, innovation and broad thinking. Relay race Books can only be made as a team. Our passionate staff not only work together in teams, but also with our authors, both national and international. We cherish the relationships we have with our authors. We are there to help them during the writing process, if necessary, and brainstorm with authors about how we can extend the life expectancy of a book with the right marketing and sales campaign. But we also work on the life expectancy of the author as a `brand'. Our goal is to publish more than one book per author; that is why we prefer to invest in a sustainable relationship. Not only the author, but also good translators, editors, designers and photographers play a crucial role in the making of our books; professionals we want to work with for a long time. We go through the publishing process together, almost as a relay race. This enables us to achieve sustainable successes. We warmly invite you to pass the baton! Writing a new chapter in our publishing history together A strong corporate brand | 1 HIS TO RY Two famous names in publishing, with two rich histories, are now working together as one. Both De Arbeiderspers and A.W. Bruna Publishers have a unique position in the history of publishing, a result of decades of hard work. Together, we have more than 225 years of experience in publishing. A.W. Bruna Publishers Publishing house A.W. Bruna Publishers was founded in 1868, by the then 24-year-old Albert Willem Bruna. He originally took over a book, paper and music store in Haarlem. The business moved to Utrecht in 1890, where it has been based ever since. In 1909, the company was split up into the publishing house A.W. Bruna & Zoon and the Spoorwegboekhandel, led by, respectively, the eldest and youngest sons of founder A.W. Bruna. Many people think they are linked, but publishing house De Arbeiderspers On May 21, 1929, Mr. Van Riel, notary in Amsterdam, signed the deeds for a joint-stock company: N.V. Drukkerij en Uitgeversmaatschappij De Arbeiderspers. The new company started on the Hekelveld in Amsterdam. The social-democratic newspapers Het Volk and Voorwaarts and Boekhandel en Uitgevers Maatschappij Ontwikkeling together formed a `red' family. More than 80 years later, De Arbeiderspers is no longer red. If you look back at its rich history, you see a publisher who, in the first few years, published books to emancipate the working class, who was forced to `march on' during the war, and who represented 1950s authors such as Louis-Paul Boon, Annie M.G. Schmidt and Simon Carmiggelt, and from the 1970s onwards, developed into one of the best literary publishers of the Netherlands. A.W. Bruna has no relations with the chain store Bruna, or the famous Nijntje (Miffy) illustrator Dick Bruna, who, by the way, is also a son of A.W. Bruna. He only occasionally illustrates covers or designs logos for the company, such as that of the popular pocket series Zwarte Beertjes (Black Bears). In 2002, A.W. Bruna Publishers took over the literary imprint Signatuur (previously Signature). In 2009, the new novel division Orlando was added. In 2010, A.W. Bruna Publishers was taken over by WPG Publishers of the Persgroep Nederland (previously PCM Publishers). The rest is history: since January 1, 2012, A.W. Bruna Publishers and De Arbeiderspers have moved to a new building in Utrecht. WPG Publishers Until mid 1997, De Arbeiderspers was based at Singel 262. The publishing house then moved, now as a separate division of WPG Publishers, to the Herengracht. Since January 1, 2012, De Arbeiderspers and A.W. Bruna Publishers have moved into a building on the Franz Lisztplantsoen, in Utrecht. De Arbeiderspers | A.W. Bruna Publishers is part of WPG Publishers, an independent group of multimedia companies in the Netherlands and Belgium. Also part of this group are publishing houses De Bezige Bij/Balans, Querido and WPG Publishers Belgium. Besides books, WPG Publishers also publishes educational material (Zwijsen) and magazines (such as Vrij Nederland, Opzij, Happinez and Voetbal International). Quality has the highest priority for all of us 2 | A strong corporate brand OU R I M P RI NT S Readers have different tastes, and are looking for authors and books that fit their preferences. With our various imprints, we can cater to different target groups as one publishing house. From readers interested in real literature to readers who want to `relax with a thrilling book', from people who want to `dream away to different worlds' to people who want to read for self-development, and from lovers of big epic stories to poetry lovers. Each imprint has its own identity, where authors feel at home and where readers find the books they love. De Arbeiderspers | A.W. Bruna Publishers consists of six strong imprints, which have all conquered their own corner of the book market: DE A R B E I DE R S P E R S A . W. B R U NA F I C T I O N S I G NAT U U R O R L A NDO L E V. VIP A strong corporate brand | 3 FACTS D E ARBEID ERSPERS 80-90 new titles per year Dutch and translated fiction and non-fiction DO YOU REMEMBER THESE? Simon Carmiggelt, Louis Paul Boon, Annie M.G. Schmidt Powerful stories, beautifully told For more than 80 years, De Arbeiderspers has been characterized as the literary publisher, with impressive Dutch and translated fiction and non-fiction. De Arbeiderspers is not restricted to specific genres or subjects. We make our choices based on preference and quality. Our books are compelling, often confrontational and, last but not least, well written. Powerful stories, beautifully told. INTERESTING FACT Authors of De Arbeiderspers often win awards. Such as Arthur Japin, who won the Libris Literatuurprijs, and Jonathan Littell and Michel Houellebecq, who were both awarded the Prix Goncourt. Anna Enquist and Arthur Japin both received the NS Publieksprijs. And Jennifer Egan was the 2011 Pulitzer Prize winner, with her novel A Visit from the Goon Squad. And this is only a small selection of all the prizes and awards won. Literary roots The roots of our imprint are in fiction, specifically Dutch literature. Around 60 percent of the books we publish are originally Dutch. Examples are famous authors such as Arthur Japin, Maarten 't Hart, Anna Enquist, Marion Bloem, Joost Zwagerman, Tessa de Loo, Rosita Steenbeek, Peter Terrin and Abdelkader Benali. These are people with whom we have built up great relationships, and who we will do everything for. The same is true for young promising writers such as Christiaan Weijts and Maria Barnas. Our books can be classed in the triangle `head, heart and fist' 4 | A strong corporate brand But we look beyond our borders as well: France, America, Germany, Hungary, Turkey, England and so on. Some of the large, international names in our division are Paul Auster, Louis de Berni�res, Michel Houellebecq, Cormac McCarthy, Daniel Mendelsohn, Jonathan Littell, Caitlin Moran, Thomas Mann, Jennifer Egan and Paulo Coelho. TW E E T S @SASKIAKRUIZE Finished! #blindgangers @JokeHermsen @arbeiderspers beautiful book! Favorite line: `Like a fisherman she pulled the sentences onto the dry land of her consciousness.' @PRIJKELI @arbeiderspers My compliments for the new book catalogue. Great titles from School of Life, the new novel by Arthur and Andere Tijden Sport! @E1AINE_ What a great first novel by @pzantingh `Een uur en achttien minuten' is a beautiful, moving story about friendship and loss. #mustread @ASTRIDPUUROZO #booktip Anna Enquist's `De verdovers' beats my iPad: a beautiful book that gets you from the get-go! @COSMOKARLIJN Has anyone read `How to be a woman' by #CaitlinMoran ? What a great woman! It's on my to-do list for this weekend. #feminismrocks One of a kind Our books can be classed in the triangle `head, heart and fist'. Books that touch you, that address your intellect and that are politically engaged. They stand out because of a special point of perspective or tone of voice. They often become long sellers, with a specific iconic value. Modern classics, which everyone talks about and keeps recommending to others. Because they are one of a kind. If an author wants to tell his or her story in a different genre, such as non-fiction, we are more than willing to offer them that space. This often results in relevant works with a narrative structure, where the voice of the author is very distinctive. You will not very often see purely scientific or historical books in the portfolio of De Arbeiderspers. What we do publish, are political statements, feminist manifests or, for example, works by authors who want to share their view on the world. Books which stand out because of the position and viewpoint of the author, for readers who like to find out more about new ideas. Let's call these high impact books. Poetry De Arbeiderspers has an impressive poetry division. Ilja Leonard Pfeijffer, Rob Schouten and Joost Zwagerman; these are only a few names of authors who write the most beautiful poetry. The quality of their work is recognized by both the audience and experts, looking at the large number of prize-winning poets. Eva Gerlach, for example, was presented with the prestigious P.C. Hooftprijs, while Esther Jansma won the VSB Po�zieprijs. AP domains For many years, De Arbeiderspers has published four prestigious series: Priv�-domein, Open Domein, Oorlogsdomein and AP Domein. Priv�-domein (Private Domain) is probably the best known and most collected series of autobiographies and personal documents. The first installment, Herinneringen aan mijn roomse jeugd (Memories of a Catholic Girlhood) by Mary McCarthy, was published in 1966, followed by more than 270 publications by other world-renowned literary authors. The voice of the author is very distinctive A strong corporate brand | 5 A. W. BR UNA F I CTI O N A fiction division which stands out A.W. Bruna has been a renowned publisher of popular fiction for over 140 years. Nowhere does the Top 10 book list contain as many e fictional works as in the Netherlands and the Flemish provinces. The public wants fiction, t and fiction is what we do best. Entertainment in the form of a chilling thriller or a thrilling or light-hearted (women's) novel. Well-written books with a good tempo, which keep readers highly entertained. We have a nose for good stories! Brand names Our list of authors speaks for itself: David Baldacci, Elizabeth George, Suzanne Vermeer, Jens Lapidus, Tom Clancy, John Grisham, Jean Auel, Frederick Forsyth, Dani�lle Hermans, Ruben van Dijk. All of them are (inter)national authors who have become brand names in themselves. Varying from writing g lawyers and bankers to an environmentalist with a quick pen. Before we add new writers to our fiction division, we ask ourselves a few critical questions. Is the work distinctive? Does it stand out from the crowd? Can we `build' on this author? r? This allows us to create an imprint suitable for a wide audience, e, but which still stands out from the rest. Tradition of thrillers Thrillers are an important part of the A.W. Bruna Fiction division. We like to call it, relaxing with a thrill. The thriller is the most popular genre in the Dutch market and a genre which is inextricably linked to our publishing house. We have, for example, a Relaxing with a thrill 6 | A strong corporate brand TW E E T S @LISADEKLEIJN In bed with #deperfecteminnares by @MarianMudder , what a great book! @READERSDIGESTNL We read `Wild Water' by Ruben v. Dijk @awbruna `What if the dykes burst?' Exciting! How safe is your house?... @SUSANSANDERUS Yes! *dance of joy* Baldacci at number 1 in the #bestseller60 Super! @ESTHERCPNB @thrillerboek Wim, just read Josten and Smits first novel, very promising! Have you read it yet? @VANESVH Just saw the #Auel display in the bookstore. My compliments to @awbruna , it looks beautiful! FACTS 45-50 new titles per year 20 percent novels, 80 percent thrillers DO YOU REMEMBER THESE? Georges Simenon, Havank, Ian Fleming, Sj�wall and Wahl�� strong tradition in Scandinavian thriller writers. Since the 1970s, we have been the publishing house for Sj�wall and Wahl��, and we are proud to continue this tradition with new Scandinavian thriller stars, such as Jens Lapidus and Hans Koppel. But we also try to distinguish ourselves with interesting subgenres such as thrillers for young adults, holiday thrillers, eco-thrillers, cultural-historical thrillers or books that dance on the boundaries between thrillers and novels. A.W. Bruna also has a great reputation in the area of commercial women's fiction, for women in their thirties. These are books with recognizable themes, such as love, friendship and motherhood. Authors such as Marian Mudder, Sophie King and Fiona Neill are good examples, but our portfolio of novels is ever increasing and becoming more diverse. INTERESTING FACT In 2012, Suzanne Vermeer could be found in the Dutch bestseller list with a record number of six books. In 2011, she was the bestselling Dutch author. In total, Suzanne Vermeer has sold more than a million books. Zwarte Beertjes We always think long and hard about the possible appearances of a title, such as a paperback, hardback, pocket edition, introduction pocket or special edition. Classic books from our fiction division are also often published in our Zwarte Beertjes (Black Bears) pocket series. This series was started in 1955, and can still be recognized by the bear logo, designed by Dick Bruna. More than 3,500 Zwarte Beertjes have been published to date, with characters such as Havank's de Schaduw (the Shadow) and Ian Fleming's James Bond. Current top writers, such as David Baldacci, Ruth Rendell and Elizabeth George, also appear in this low-price edition. There are many collectors who scour secondhand book markets for that one Zwarte Beertje still missing from their bookcase. A good nose for entertainment A strong corporate brand | 7 FACTS SIG NATUUR 24 new titles per year Mainly literary novels BOOKSTORE FAVORITES Jonas Jonasson, Carlos Ruiz Zaf�n, Charles Lewinsky Literary gems for book lovers and collectors Fans of beautiful, intriguing stories know that the literary imprint Signatuur has just the books for them. Our publisher makes a personal selection of literary gems which have the power to surprise, inform, touch and endear you. Within a short space of time, Signatuur has become a recognized, literary and internationally-oriented division, with high-quality authors such as Charles Lewinsky, Hilary Mantel, Richard Russo, Carlos Ruiz Zaf�n, Jonas Jonasson and Stieg Larsson. INTERESTING FACT The Dutch news website www.nu.nl speaks very highly of this publishing house. `The Signatuur books are of such high quality that you can blindly take them off the bookshelf, knowing you'll get something special. Since Zaf�n's The Shadow of the Wind, the publishing house has always managed to score with staggeringly good authors such as Stieg Larsson, Baulenas and Roncagliolo; In other words, keep them coming.' Master story tellers The imprint is a good mix of big, touching stories and small, tender tales. India, Switzerland, Australia, Mexico, Scandinavia, China and Spain or Catalonia: the origin of our authors is very diverse, and the choice of story type also doesn't follow a strict formula. What Signatuur authors do have in common is that they are master story tellers, who mirror the big in the small. A complex history seen through the eyes of a child, or a colourful panorama of life from the viewpoint of a family you learn to love. There is always an unexpected angle and then you get to the point where the relative context becomes clear. This makes our books deep reading experiences which will stay with you for a long time. Especially because the story does not end when you close the book after you've finished reading it. You get to the point where the relative context becomes clear 8 | A strong corporate brand TW E E T S @BLZDEWINGERD Just read the book catalogue by @Signatuur :the new Zaf�n novel is coming out in September. De gevangene van de hemel. #somethingtolookforwardto @EVASCHUUR @Signatuur I just won a book! Thank you for `De 100-jarige man die uit het raam klom en verdween'. I'm taking it on holiday to Australia. @LEESTAFELINFO `Gestolen leven' by Adam Johnson is a disarming and disquieting book. A must read. #booktip @CARLANIJHUIS I am now reading a book by a 26-year-old author: `De tijgervrouw van Galina' by Tea Obreht. I haven't finished it yet, but it's great up to now. @MISSLIPGLOSS Reading a few more pages of `Skippy tussen de sterren', the thickest book I've ever read. I think it's great. Working on a book blog post :) There are titles that can't be called literary novels because they are too sinister, but not thrillers either because they are too literary. For these dark, hybrid titles, we created the label `Signatuur Noir', with its own logo. One thing is sure: the characters in these stories do not live happily ever after. Examples of Signatuur Noir authors are Andrea Maria Schenkel, Santiago Roncagliolo, Claudia Pi�eiro and John Ajvide Lindqvist. For book lovers Almost all our titles are published as hardcovers and are beautifully designed. The books are attractive for collectors and book lovers. You want to be seen with a Signatuur book in your hands. This also applies to the pocket editions, which cost a maximum of 10 Euros. In the case of Signatuur, this means a lot of pages for little money. Unmissable classics or special books which, according to the publisher, deserve another chance. The pockets have a stylish white band and are a satisfying addition to your bookcase in more ways than one. It should be clear that the Signatuur reader cannot easily be characterized. He or she is a book lover, but does not turn up his or her nose at commercial success. He or she likes to be surprised by new cultures, habits and feelings, and enjoys quality. That is the reason why the translation process is given a lot of time and attention at Signatuur. We have built up a great reputation in the field of translations, and the press has also indicated that this quality is appreciated. Credibility is crucial for Signatuur. You want to be seen with a Signatuur book in your hands A strong corporate brand | 9 OR L A ND O Authentic, involved and inspirational Orlando is the latest fiction imprint by De Arbeiderspers | A.W. Bruna Publishers. This novel division is specifically aimed at female readers. Orlando is named after the novel by _ Virginia Woolf with the same name a playful story in which the young Orlando roams the different continents for centuries, looking for passion, adventure and the significance of life. With authors such as Joyce Maynard, Anita Shreve, Sarah Winman, Amanda Hodgkinson and Alice Hoffman, we have created our own niche in the market within only a few years. Orlando publishes stylishly designed novels with a strong narrative plot and attention to character development. Accessible literary novels which are relaxing to read, but which also teach you something about the world around you, about yourself or about human behaviour in general. From a portrait about a special friendship or family to a love story in a war-torn country: you sympathize with the main character and can lose yourself in the book. These are stories that touch you. You can lose yourself in the book 10 | A strong corporate brand TW E E T S @JOLANDASOETING Treated myself to #britanniaroad22 by @Orlandouitgever . The positive tweets definitely helped ;-) Bruna finally had it in store. @PIPAP68 It's amazing! You can tear a bookmark from the back of `Toen God een konijn was'. A smart idea by @Orlandouitgever ! @PETRAVANBRECHT A present in my mailbox: `De redding' by Anita Shreve. Won in the #Orlandogeeft competition by @Orlandouitgever . Thank you for this great read! @FLOWMAGAZINE Finally reading a book you can look forward to all day: Britannia Road 22/Amanda Hodgkinson. Any tips for after? @SCHOONESCHIJN Finished reading `Hersenspinsels' by Alice LaPlante today. A good book, right from the first page. Warmly recommended! #tip FACTS 12-15 new titles per year Moving, narrative novels Books you keep talking about EXTRA TREAT Each book contains a detachable bookmark, something every book lover will appreciate INTERESTING FACT In Joyce Maynard's novel Labor Day, Personal attention Authentic, inspirational and involved are key words for this imprint, both with regard to title selection as well as marketing. Every year, we publish only 12 to 15 titles, to be able to give these novels the individual attention they deserve to turn them into books which sell very well. The small scale and personal attention in the acquisition and editorial departments, combined with the largest marketing and sales organization De Arbeiderspers | A.W. Bruna Publishers have to offer: that is what makes Orlando a great imprint. we inserted cards to give readers the opportunity to let us know what they thought of the book. Orlando received hundreds of enthusiastic responses. `A beautiful book', `a great novel', `What a moving story', `Read it in one go' were some of the many reactions. Book club The Orlando reader is a highly-educated, modern woman, 35 or older, who enjoys life, family, work and friends, and who feels involved with her close environment but also the bigger world. She loves talking to her friends about the books that touch her, e.g. in a book club. That is why all Orlando books have a Book Club section, containing an interview with the author, background information, questions and topics to discuss. Contact with our readers is very important for us. We are very active on Twitter and Facebook, and have set up the website www.leescluborlando.nl and the Facebook group Leesclub Orlando. These are lively online communities where you can find the publisher's personal blogs and discuss the novels you have read with other readers. That is what we do: publish books you keep talking about. Stories that touch the heart A strong corporate brand | 11 strong corporate brand 11 trong or orate tr ng corporate brand r t nd FACTS L EV. 40-45 new non-fiction titels per year (in total) Mainly self-development and popular (auto)biographies Books that inform and inspire Lev. is our largest non-fiction imprint. Each book or digital product that appears in this imprint is about personal development in the broadest sense of the word. The imprint can be divided into the sections spiritual books, popular psychology and business. Popular authors are Seth Godin, Berthold Gunster, Tijn Touber and Jorge Bucay. DUTCH PRIDE Berthold Gunster's books have sold more than 250,000 copies INTERESTING FACT Lev. also addresses the need for accessible, Internet-related subjects, such as social media and blogging. Handboek Communities is an interesting example. With its trendy topic, powerful (online) Lev. helps you find the answers to questions such as: What makes me happy and really adds something to my life? Books can help people change their lives for the better � whether they need change in their private life or professionally. The books encourage you to develop yourself or at least make you think. That is what Lev. wants to do. Inform and inspire. spread-the-word marketing and innovative publishing forms (free PDF, iPad app), this book has become the example of non-fiction breaking through boundaries. Setting a trend We are always on the look-out for the latest trends and want to publish current, trendsetting titles suitable for a general audience. Sometimes we stimulate readers to go on a journey through the mind (Tijn Touber), other times we address what you look like from the outside (Trinny and Susannah). In each case, you learn something from our books, in a relaxed and accessible manner. We only publish titles which are reliable and (scientifically) founded in their field, written by authors who, by experience or study, are experts in their field and who can write about their specialty in an engaging way. You won't find any hot air at Lev. Or vague use of language. Personal development in the broadest sense of the word 12 | A strong corporate brand TW E E T S @MJPHEIJMANS Someone is laughing her head off in bed next to me, reading the Bastiaan Ragas book, must be funny #great #bastiaanragas @EMILEVAESSEN I just wrote a book review for @leesfanaten . The Rafael Nadal biography was beautiful. The review will be up in a few days. @DEHOUTENTREIN Had a great chat with @circuspatz They've got lovely stuff! I'm definitely getting started with it! @DYANNE_BEEKMAN Just recorded a LINDA. app for my book! Great fun! @HAMELCOLLEGE Great confessions about losing weight by Larissa Verhoeff, who speaks from experience: `Vette pech' " #crusaders #vitality You won't find any hot air at Lev. New target groups Lev. regularly cooperates with popular (inter)national quality magazines with a specific expertise. We have, for example, cooperated with Men's Health, the international, popular health magazine for men. Lev. also worked with the Dutch parenting magazine J/M voor Ouders. This has resulted in original books for a large audience. In this way, we keep looking for ways to find new target groups. V IP VIP is our imprint for entertaining biographies and autobiographies. We publish both translations of important international titles and relevant Dutch books by and about very important persons (VIPs). Keith Richards, Bastiaan Ragas, Neil Young , Andre Agassi, Bono, Arnold Schwarzenegger and Amy Winehouse: These are only a few of the names of famous personalities who wrote about their lives or were written about, from the world of music, film, business and sport. VIP is revealing, quirky, quality and of topical interest. And there's always a touch of glamour. VIP is the only division which brings you the real stories behind famous people. Learn something in a relaxed and And there's more... At De Arbeiderspers | A.W. Bruna Publishers, we also make room for special projects, such as CircusPatz, the books by Ilja Gort and Jeremy Clarkson/Top Gear. All are strong brands in themselves, separate from the imprints and divisions described. accessible manner A strong corporate brand | 13 Carlos Ruiz Zaf�n signs boo ks in Maastricht Maarten `t Hart talks about the F.B. Holtz-biography Arthur Japin at the AP-jubilee party Christophe Vekema n (l) signs his no vel for Herman Br usselmans Book signing Charles Lewinsky in Alkmaar rt (l) k of `Mister Ajax' Sjaak Swa Guus Hiddink receives a boo 14 | A strong corporate brand Book launch Anna Enq uist O UR O RG ANIZAT ION ltema Paul Auster at bookshop Selexyz Sche Customeroriented attitude and quality De Arbeiderspers | A.W. Bruna Publishers is a professional organization with around 65 employees. A close-knit team where everyone complements each other. We always have our readers in mind. This already starts with the creative process in the publishing department, and continues with, for example, the production staff, secretarial department and sales team. A customer-oriented attitude and quality: those are things we find important. We would like to show you a couple of our most visible departments. We always keep our readers in mind Press trip with Peter Robinson (l) in Yorksh ire, England A strong corporate brand | 15 P U B LI S H E RS A ND ED ITO RS A good book starts up front, where the publishers are triggered by an interesting story or idea. De Arbeiderspers | A.W. Bruna Publishers receives hundreds of manuscripts every week, and it is up to the publishers and editors to cherry-pick the best ones. Our publishers and editors have a wide and international network of agents, other editors and renowned scouts. By keeping up a good contact within the publishing world and actively looking for good stories, we quickly find the most interesting authors and can anticipate on international developments. Always cherry-picking the best ones Main theme Each imprint is led by a publisher. He or she is responsible for the general policy regarding acquisition, support, purchase and sales of titles in this division. Publishers monitor their imprint, to ensure all books follow a main theme, recognizable for authors, buyers and readers. Together with production, sales and marketing staff, the publisher and responsible editor decide the best way to market a title. The publisher is also continuously on the road, to stay in touch with authors and agents, and represent the publishing house. Publishing books is a very social affair. Our editorial departments form the creative heart of the business. These are people with a passion for the written word. They love language and also have affinity with the division they acquire titles for. Because of their background, e.g. in languages, literary science, communications science or marketing management, they know what the general readership of De Arbeiderspers | A.W. Bruna Publishers wants. Enthusiasm The publishers are supported by acquisitions editors who are responsible for individual authors. They also purchase titles and are the point of contact for authors. This continues through the entire production process: from rough draft to the finished book in the bookstore. Their enthusiasm is key. The editors translate the author's requirements to the publishing process, and the other way around, from the publishing house to the author. He or she is an important communicator and is very hands-on. Triggered by an interesting story or idea 16 | A strong corporate brand SA LE S The sales department of De Arbeiderspers | A.W. Bruna Publishers is responsible for the distribution of titles (both the printed books and e-books) via the central purchasing organi-zations, individual bookstores and internet stores. We are known for our precise sales policy and do everything we can to keep up our reputation. The sales manager and commercial director visit the larger bookstore chains and department stores several times a year. These are important strategic moments, which tell us a lot about whether a title is given the trust it needs to become a hit. Also important are the visits by our sales representatives to individual bookstores, to ensure every store has the right selection and number of books. But also to entice shops to enter our promotions, to advise them on what titles are relevant for which target audiences, and to arrange book presentations, signing sessions etc. Our sales representatives visit book fairs three times a year, to promote and sell new titles. Digital promotions Our sales staff are the eyes and ears of the market. Known authors are acquired on trust, but with new names it is important to offer some background information. We have advanced tools to do this, such as digital catalogues in which we promote new titles. This allows us to show buyers why a book is perfect for them. We can show book trailers and short interviews early on, and add or change information up to the moment it's being shown, to ensure that it is always up to date. Per buyer, we also have the sales history of our imprints available, especially of the backlist. Printed brochures are also available on request. Our sales staff are the eyes and ears of the market Promotional material To support new titles, we offer our clients an extensive package with promotional material at a very early stage. From brochures to book covers, posters, banners, dummies, pre-publications, samples (POD) and digital material. If necessary, we adjust the material to fit the requirements of the customer. The sales policy at De Arbeiderspers | A.W. Bruna Publishers is also very customer-oriented. Flemish market The sale of our titles in the Flemish provinces is the responsibility of our colleagues of WPG Publishers Belgium. WPG Publishers Belgium does not just limit its activities to the sales and distribution of our books, but also carries out marketing tasks, in the broadest sense of the word. Completely according to the needs and potential of the Flemish market. A strong corporate brand | 17 DI G I TAL T E A M The market is constantly changing, and e-readers, tablets and smart phones are becoming more and more prominent. To keep in touch with a continuously more digital society, we have our own digital team, which specializes in new publication types for our titles, such as e-books and apps. Instead of fighting against it, we embrace the digital market and look towards the future with optimism. Digital publisher To start, we have a digital publisher, who works on all things digital within our publishing house, beyond the normal e-books. Examples are e-books with audiovisual or other extra content (enhanced e-books), tablet and smart phone apps, cross-media projects and even completely new products, such as a smart database app which can automate data or methods from books. These digital products are being developed for a selection of authors from all our imprints. The digital publisher closely cooperates with the publishers of the various imprints and the marketing department. To find out what the latest trends are and what the market wants, he stays in contact with developers, branch organizations, bookstore owners, authors and readers. Online and offline. E-book sales We have two sales and marketing professionals who are specialized in e-books. At the moment, we are the number 1 e-book publisher for the Dutch and Flemish markets. With more than a thousand available e-books, in 2012 De Arbeiderspers | A.W. Bruna Publishers covers an eighth of the e-market. We develop smart and sophisticated campaigns for our e-books, complementing existing in-store promotions. Where bookstores often only offer opportunities to present new books, e-books enable you to set up a campaign for an author's entire backlist. We are also free to offer relevant price promotions, as digital products are not bound by legal book rates (the Dutch Wet op de vaste boekenprijs). This freedom results in more creativity and flexibility in how we market our digital products. We can also address a broader market, which increases our brand awareness. What we see above all, is that our digital and printed book promotions enhance each other. An e-book is not just a digital book, but also a marketing tool for all publication types, and to create more awareness for the author and his or her complete works. Digital and printed book promotions enhance each other 18 | A strong corporate brand Important sales channels for our e-books at the moment are Bol.com, Kobo and the Apple iBookstore, but there are new players on the horizon. We also want to start selling our digital products in our own web store. We are nowhere near finished developing yet! JOOST ZWAGERMAN-APP The first iPhone app for a Dutch literary author, enabling readers to read poems, news, blogs and follow the author's activities during the 2010 Book Week (Boekenweek 2010). ZAF�N YA-APP A fun app for the iPad, with four Young Adult books, written by Carlos Ruiz Zaf�n before he became famous with The Shadow of the Wind. DILEMMA-APP This iPhone app contains 200 dilemma cards which teach you to think about your problems differently. Shuffle the cards and pick one, just like the physical card box by Berthold Gunster VISIONAIRS! CROSSMEDIA PROJECT A unique crossmedia project about the attention economy in practice, consisting of a book, consisting of a book, iPhone and iPad app and a weblog.. Each separate publication type plays its unique part in the project as a whole. GIMMICK! ENHANCED E-BOOK In his enhanced e-book, author Joost Zwagerman welcomes the readers in a video. Each chapter contains an atmospheric photograph. A strong corporate brand | 19 MA R KE T I NG Striving for effective and efficient marketing strategies De Arbeiderspers | A.W. Bruna Publishers sees marketing as an essential part of the publishing process. Our strong marketing department with a 14-person staff, divided over the various imprints, is proof of that. Our marketeers do not make decisions lightly. We strive for effective and efficient marketing strategies, which do our authors and titles justice and which yield results. Whether this result is a lot of copies sold or an increase in name awareness. meeting place, where lectures, book presentations, parties and other meetings are organized. Amsterdam is the journalistic heart of the Netherlands, which means that journalists don't have to travel far for an interview or meeting. Two-way traffic Besides free publicity, newsletters and other proven marketing models, such as campaign posters or media advertising, we are continuously looking for new, original strategies to sell our titles. These can be YouTube movies to share with friends, e-book promotions or other digital projects made in cooperation with our digital team. The entire publishing house makes extensive use of social media, Results Our marketing managers develop professional plans for all important new titles. These plans contain the specific action moments which can extend the lifespan of a title as much as possible. What marketing plan fits what title? How much energy do you put into a book? What are the results? The results are carefully recorded, as we are of the opinion that `the numbers tell the tale'. Free publicity is also an important tool. We have excellent contacts in the media, which gives us attention for authors and books that money just can't buy. Authors and journalists can meet up in our literary salon in Amsterdam, a new, cultural such as Twitter, Facebook, blogs and communities. This way, we can come into contact with a more specific target audience, which results in a valuable two-way traffic. A good example of a place where a dialogue about our titles takes place is Crimezone.nl. At the start of 2010, A.W. Bruna Publishers (now De Arbeiderspers | A.W. Bruna Publishers) purchased this thriller community. Another recent innovation is the Signatuur Boekenquiz (Book Quiz) on Facebook. Contributing ideas We ask our authors to actively contribute to our publicity campaigns. We regularly invite foreign authors to the Netherlands to be interviewed by the media. Our Dutch authors can be found at e.g. trade shows and events. They can then tell about these events on Twitter, Facebook or a personal blog. Our marketing department assist our authors through the wondrous The results are carefully recorded 20 | A strong corporate brand world of digital promotions. We create an online environment where publishing house, authors and readers can communicate with each other in an easy, relaxed manner. Sometimes, we let `fans' contribute ideas for a book cover or title. This adds to the positive feeling readers get from reading our books. Joint promotions For a successful marketing campaign, we regularly cooperate with other parties. De Arbeiderspers | A.W. Bruna Publishers has plenty of experience with these so-called joint promotions. Some titles by Orlando and De Arbeiderspers have been published as bookazines, in cooperation with larger magazines such as ZIN, esta and Plus Magazine. This enables us to get tens of thousands of new readers. Joint promotions can also be created with the help of the special sales manager. Readers of the book Bella Italia by Suzanne Vermeer, for example, got the opportunity to win a Fiat 500 for a year for free. This definitely adds value to a brand. Word of mouth Whatever type of marketing we decide on, our goal is to get people to talk about our books and authors. There is no better advertising than word of mouth advertising. We try to facilitate this as much as possible by publishing samples of books or sometimes even handing out complete books. But also by making it easy for people to tip their friends and family, via the Send-to-a-friend and Share options in social media. This turns out to be one of the most effective type of advertising: the advice of someone you trust. There is no better advertising than word of mouth advertising A strong corporate brand | 21 MA R KE T I NG DYSLEXIC-FRIENDLY At the end of 2011, we published a dyslexicfriendly version of De provocatie (Zero Day) by David Baldacci. The book was printed in a specially developed font, which is easier to read for dyslexics. This resulted in page-long articles about this publishing novelty and was also great publicity for the author. THE BRAND STIEG LARSSON Mannen die vrouwen haten (The Girl with the Dragon Tattoo) by Stieg Larsson was handed out for free at the beginning and became a huge hit thanks to word of mouth advertising. Restyling, a low-price edition, visible PR and the film adaptation have all contributed to the success of the Stieg Larsson brand. Because we didn't just sit back after the initial success, but redoubled our marketing efforts, the book continues to sell well. SPECIAL FEELING Paulo Coelho is an author who invokes a specific feeling and atmosphere. We tried to express this feeling in our media-wide pay-off for his book Aleph: `Every moment is a new beginning.' We used newsletters, a Dutch fan page with a quote widget, promotional videos, Twitter contests, online banners, print advertisements, radio commercials, campaign posters, price promotions for the backlist, display packages and cross-promotion with flyers in the Coelho diary. LIKE A VIRUS For a short while, visitors to a tourist website for the Stoke Newington area were under the impression that they just witnessed the finding of a body. It quickly became clear to them that this was a very special type WRAP IT UP Because we wanted something else for the holidays than the traditional slogan `The best books for under the Christmas tree', we decided on a creative, combined newspaper advertisement for the 2011 Christmas and holiday season: a broadsheet-size sheet of wrapping paper for the three book tips at the bottom of the page, namely the books by Keith Richards, Mies Bouwman and Dyanne Beekman. Very original! of marketing surrounding the latest Elizabeth George thriller. Thousands of website visitors were fooled by this unique promotion, which spread like a virus. 22 | A strong corporate brand SP E C IA L S A L E S An important part of the commercial department of De Arbeiderspers | A.W. Bruna Publishers is special sales. With more than 25,000 titles in our extensive archive, our publishing house has innumerable opportunities to revitalize titles. Commissioned by bookstores, business, supermarkets, department stores and other parties, we produce dozens of high-quality special editions every year. Positioning Our special editions are great tools to respond to the growing demand for books outside bookstores; We have also noticed that for bookstores it is an important tool to distinguish themselves. An exclusive edition of a bestseller or new talented writer to drive a sales promotion completely supported by marketing ensures that both the selling party and the author are well positioned. A special edition can also help introduce a new series. Custom-made Each title is suitable for a make-over; books from the past as well as recent titles can get interesting new target audiences. The books get a stylish, new design and can even be custom-made by adding a company logo and personal preface. The customer's wishes and requirements are our primary consideration. Specific target audience A title can be transformed into a valuable business gift, which a company can give to customers to show their appreciation. You will also see our special editions in specialist stores, in museums, camping stores, petrol stations or theme parks. We have excellent contacts with newspapers and other media, who want to distribute titles among their own target audience. A good example is the Crimezone Classics series, which we produced and marketed in cooperation with the popular thriller website Crimezone.nl, and which has been styled in the same way as the Crimezone brand. De Arbeiderspers | A.W. Bruna Publishers are responsible for the book sale. Special editions with a stylish, new design A strong corporate brand | 23 C OR POR AT E S O C I AL RESPO NSIBIL ITY De Arbeiderspers | A.W. Bruna Publishers is of the opinion that as a company we have a responsibility towards the world we live in. For this reason, we have taken big steps with regard to social and ecological development. We want to show that you can have a healthy, commercial enterprise which is also passionate about corporate social responsibility. After the merger at the start of 2012, we moved to a new office building in Utrecht. In this building, we work in a completely climate-neutral manner and according to the official HIER climate campaign directives. HIER is an initiative of various social organizations who want to raise awareness and combat climate change. Compensation The entire building is equipped with light sensors, the floor covering is cradle-to-cradle and, for example, the sound-proof panels are made from sustainable material. All (kitchen) equipment is as energy-friendly as possible and we serve fair-trade coffee and tea. By offering digital book brochures, we have reduced our paper use by a staggering 65 percent. We also make use of green energy and compensate our CO2-emission with Golden Standards credits; Credits which comply with the highest possible environmental standard. The credits we earn are invested in a wind farm project in China. WPG stimulates us to go green Charity By supporting charity projects, the entire company is committed to help less-fortunate people around the world. As a company, we support Booksteps, a project that sets up libraries in the north of Uganda. Every year, we organize a sponsored walk to collect more money for this good cause. Our imprint Orlando also supports the Stichting Microkrediet voor Moeders, a Dutch organisation dedicated to help women in Asia. Centralized agreements WPG Publishers compensates sustainable business management and motivates us and other publishers to go green. We have made centralized agreements about the purchasing of paper and sustainable production of book covers. WPG also promotes Het Nieuwe Werken, which means: more working from home, flexibility, less commuting and increased productivity. Every year we organize a walk for the charity project called `Booksteps' 24 | A strong corporate brand We are a environmental friendly company already, but we're trying our best to reduce our ecological footprint even more. We supply information about our sustainable business and are very glad to see that many of our ideas are being implemented elsewhere. It's great to be able to inspire others in publishing and other sectors. Manuscripta, the Dutch ope ning event of the new book season Book launch of Mies Bouwman's biography books g Larsson's sales of Stie g the record Celebratin Bastiaan Ragas of fers Daphne Decker s his new book Ruiz Zaf�n Fans waiting to meet Carlos De Arbeiderspers' wri ters running team A strong corporate brand | 25 C OL OP H O N De Arbeiderspers | A.W. Bruna Publishers Franz Lisztplantsoen 200 3533 JG Utrecht P.O. Box 40203 3504 AA Utrecht The Netherlands T +31 (0)30 247 04 11 F +31 (0)30 241 00 18 E email@example.com www.awbruna.nl | www.arbeiderspers.nl � 2012, De Arbeiderspers | A.W. Bruna Publishers Text by Lizanne Croonen Translated by Ammerins Moss-de Boer Design by Sanneke Prins, Sproud - Amsterdam 26 | A strong corporate brand TWEETS @MANONHENDRIKS Leafed through the digital summer catalogue by @arbeiderspers and @awbruna : Amazing! Looking forward to the new Japin and holding `De villa Triste' in my hands! @DANIELLEHERMANS Had a great night at @awbruna and @ @ @arbeiderspers Super combo. If a publisher can throw a good party, it's a good publisher. #fact @ALEXVANGALEN Surprising how well the chemistry between @arbeiderspers and @awbruna works, and how natural it all feels. 1+1=3.