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TW E E T S

CO N T EN T S

@MANONHENDRIKS

De Arbeiderspers | A.W. Bruna Uitgevers

Leafed through the digital summer catalogue

History .............................................................................................................................. .... 2

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Our imprints ..................................................................................................................... 3

by @arbeiderspers and @awbruna : Amazing!

De Arbeiderspers

Looking forward to the new Japin and holding

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A.W. Bruna Fiction

‘De villa Triste’ in my hands!

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Signatuur ............................................................................................................................ 8 Orlando ................................................................................................................................ 10 Lev. ........................................................................................................................................... 12

@DANIELLEHERMANS

VIP

Had a great night at @awbruna and @ @

The organization ........................................................................................................... 15

@arbeiderspers Super combo. If a

Publishers and editors

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Sales

publisher can throw a good party, it’s

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Digital team

a good publisher. #fact

Marketing

Special sales

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Colophon

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Corporate social responsibility

@ALEXVANGALEN

13

Surprising how well the chemistry between @arbeiderspers and @awbruna works, and how natural it all feels. 1+1=3.

A strong corporate brand

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TW E E T S

CO N T EN T S

@MANONHENDRIKS

De Arbeiderspers | A.W. Bruna Uitgevers

Leafed through the digital summer catalogue

History .............................................................................................................................. .... 2

....................................................

1

Our imprints ..................................................................................................................... 3

by @arbeiderspers and @awbruna : Amazing!

De Arbeiderspers

Looking forward to the new Japin and holding

..........................................................................................................

A.W. Bruna Fiction

‘De villa Triste’ in my hands!

........................................................................................................

4 6

Signatuur ............................................................................................................................ 8 Orlando ................................................................................................................................ 10 Lev. ........................................................................................................................................... 12

@DANIELLEHERMANS

VIP

Had a great night at @awbruna and @ @

The organization ........................................................................................................... 15

@arbeiderspers Super combo. If a

Publishers and editors

...........................................................................................................................................

Sales

publisher can throw a good party, it’s

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16

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17

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18

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20

Digital team

a good publisher. #fact

Marketing

Special sales

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Colophon

23

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24

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26

Corporate social responsibility

@ALEXVANGALEN

13

Surprising how well the chemistry between @arbeiderspers and @awbruna works, and how natural it all feels. 1+1=3.

A strong corporate brand

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D E 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

We show that commercial enterprise and quality can go hand

One is known as a successful publishing firm for over 140 years,

in hand. Our imprints De Arbeiderspers, A.W. Bruna Fiction,

with an impressive range of authors such as Carlos Ruiz Zafón,

Signatuur, Orlando, Lev. and VIP cater for various types of

John Grisham, Elizabeth George, Havank, Stieg Larsson,

readers; They are different, complement each other, but most

Suzanne Vermeer and David Baldacci. The other one has built up

of all, we have in common that quality has the highest priority.

a reputation over the last 80 years with Dutch and international

We are publishing strong titles for a wide audience. Each imprint

literature, and represents authors such as Maarten ’t Hart,

has its own profile, and with the arrival of De Arbeiderspers, our

Koos van Zomeren, Anna Enquist, Arthur Japin, Joost Zwagerman,

portfolio has become even more diverse. We learn more about

Abdelkader Benali and Sylvia Witteman. One is from Utrecht,

each other’s methods and traditions every day. This results in

the other from Amsterdam.

a rare combination of non-conformism, reliability, quality,

Together, we’re a publisher covering the entire country.

innovation and broad thinking.

This is expressed in our new head office in Utrecht and our beautiful pied-à-terre on the Herengracht in Amsterdam. In

Relay race

these locations, you can feel our passion for books and see us

Books can only be made as a team. Our passionate staff not only

in action, while we are busy writing a new chapter in our

work together in teams, but also with our authors, both national

publishing history.

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.

Writing a new chapter in our publishing history together

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!

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H I STO 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

A.W. Bruna has no relations with the chain store Bruna, or the

On May 21, 1929, Mr. Van Riel, notary in Amsterdam, signed the

famous Nijntje (Miffy) illustrator Dick Bruna, who, by the way, is

deeds for a joint-stock company: N.V. Drukkerij en Uitgevers-

also a son of A.W. Bruna. He only occasionally illustrates covers

maatschappij De Arbeiderspers. The new company started on

or designs logos for the company, such as that of the popular

the Hekelveld in Amsterdam. The social-democratic newspapers

pocket series Zwarte Beertjes (Black Bears).

Het Volk and Voorwaarts and Boekhandel en Uitgevers Maatschappij Ontwikkeling together formed a ‘red’ family. More than

In 2002, A.W. Bruna Publishers took over the literary imprint

80 years later, De Arbeiderspers is no longer red. If you look back

Signatuur (previously Signature). In 2009, the new novel division

at its rich history, you see a publisher who, in the first few years,

Orlando was added. In 2010, A.W. Bruna Publishers was taken

published books to emancipate the working class, who was

over by WPG Publishers of the Persgroep Nederland (previously

forced to ‘march on’ during the war, and who represented 1950s

PCM Publishers). The rest is history: since January 1, 2012, A.W.

authors such as Louis-Paul Boon, Annie M.G. Schmidt and Simon

Bruna Publishers and De Arbeiderspers have moved to a new

Carmiggelt, and from the 1970s onwards, developed into one of

building in Utrecht.

the best literary publishers of the Netherlands.

WPG Publishers Until mid 1997, De Arbeiderspers was based at Singel 262.

De Arbeiderspers | A.W. Bruna Publishers is part of WPG

The publishing house then moved, now as a separate division

Publishers, an independent group of multimedia companies

of WPG Publishers, to the Herengracht. Since January 1, 2012,

in the Netherlands and Belgium. Also part of this group

De Arbeiderspers and A.W. Bruna Publishers have moved into

are publishing houses De Bezige Bij/Balans, Querido and

a building on the Franz Lisztplantsoen, in Utrecht.

WPG Publishers Belgium. Besides books, WPG Publishers also publishes educational material (Zwijsen) and magazines (such as Vrij Nederland, Opzij, Happinez and Voetbal International).

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OU R IM 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 N A F I C T I O N S I G N AT U U R O R L A NDO L E V. VIP

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FACTS

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

D E ARBE IDERSPERS

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

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.

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’

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 Bernières, Michel Houellebecq, Cormac McCarthy, Daniel Mendelsohn, Jonathan Littell, Caitlin Moran, Thomas Mann, Jennifer Egan and Paulo Coelho.

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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

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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 Poëzieprijs.

AP domains For many years, De Arbeiderspers has published four prestigious series: Privé-domein, Open Domein, Oorlogsdomein and AP Domein. Privé-domein (Private Domain) is probably the best

The voice of the author is

very distinctive

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.

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A . W. BRUNA F I CTIO 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, Daniëlle 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

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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!

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FACTS

45-50 new titles per year 20 percent novels, 80 percent thrillers

DO YOU REMEMBER THESE? Georges Simenon, Havank, Ian Fleming, Sjöwall and Wahlöö

strong tradition in Scandinavian thriller writers. Since the 1970s, we have been the publishing house for Sjöwall

INTERESTING FACT

and Wahlöö, and we are proud to continue this tradition with

In 2012, Suzanne Vermeer could be

new Scandinavian thriller stars, such as Jens Lapidus and Hans

found in the Dutch bestseller list

Koppel. But we also try to distinguish ourselves with interesting subgenres such as thrillers for young adults, holiday thrillers,

with a record number of six books.

eco-thrillers, cultural-historical thrillers or books that dance on

In 2011, she was the bestselling Dutch

the boundaries between thrillers and novels.

author. In total, Suzanne Vermeer has sold more than a million books.

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.

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

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FACTS

24 new titles per year Mainly literary novels

BOOKSTORE FAVORITES Jonas Jonasson, Carlos Ruiz Zafón, Charles Lewinsky

SIG NATUUR

Literary gems for book lovers and collectors

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 Zafón’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.’

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 Zafón, Jonas Jonasson and Stieg Larsson.

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.

You get to the point where the relative context becomes clear

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.

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TW E E T S @BLZDEWINGERD Just read the book catalogue by @Signatuur :the new Zafón 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 :)

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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 Piñeiro 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.

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OR LA 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.

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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

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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

we inserted cards to give readers the

Authentic, inspirational and involved are key words for this

opportunity to let us know what they

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

thought of the book. Orlando received hundreds of enthusiastic responses.

them into books which sell very well. The small scale and

‘A beautiful book’, ‘a great novel’,

personal attention in the acquisition and editorial departments,

‘What a moving story’, ‘Read it in one

combined with the largest marketing and sales organization

go’ were some of the many reactions.

De Arbeiderspers | A.W. Bruna Publishers have to offer: that is what makes Orlando a great imprint.

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 s strong tro trong tr r ng ng c cor corporate or o rp por or o rate ate at te b br brand rand an nd d | 11 11

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FACTS

40-45 new non-fiction titels per year (in total) Mainly self-development and popular (auto)biographies

L E V.

Books that inform and inspire

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

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.

an interesting example. With its trendy topic, powerful (online)

Lev. helps you find the answers to questions such as:

spread-the-word marketing and

What makes me happy and really adds something to my life?

innovative publishing forms

Books can help people change their lives for the better –

(free PDF, iPad app), this book has

whether they need change in their private life or professionally.

become the example of non-fiction breaking through boundaries.

The books encourage you to develop yourself or at least make you think. That is what Lev. wants to do. Inform and inspire.

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

Personal development in the broadest sense of the word

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.

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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

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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

Learn something in a relaxed and

accessible manner

you the real stories behind famous people.

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.

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B

Carlos Ruiz Zafón 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

Pr

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Book launch Anna Enq uist

t

ltema Paul Auster at bookshop Selexyz Sche

O UR O RG ANIZAT ION

Customeroriented attitude and quality

y

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.

aar

We always keep

our readers in mind Press trip with Peter Robinson (l) in Yorksh ire, England A strong corporate brand | 15

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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

Our editorial departments form the creative heart of the

road, to stay in touch with authors and agents, and represent the

business. These are people with a passion for the written word.

publishing house. Publishing books is a very social affair.

They love language and also have affinity with the division they acquire titles for. Because of their background, e.g. in languages,

Enthusiasm

literary science, communications science or marketing manage-

The publishers are supported by acquisitions editors who are

ment, they know what the general readership of De Arbeiders-

responsible for individual authors. They also purchase titles and

pers | A.W. Bruna Publishers wants.

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

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SA LE S The sales department of De Arbeiderspers | A.W. Bruna

Digital promotions

Publishers is responsible for the distribution of titles (both

Our sales staff are the eyes and ears of the market.

the printed books and e-books) via the central purchasing

Known authors are acquired on trust, but with new names it

organi-zations, individual bookstores and internet stores.

is important to offer some background information. We have

We are known for our precise sales policy and do everything

advanced tools to do this, such as digital catalogues in which

we can to keep up our reputation.

we promote new titles. This allows us to show buyers why a book is perfect for them. We can show book trailers and short

The sales manager and commercial director visit the larger

interviews early on, and add or change information up to the

bookstore chains and department stores several times a year.

moment it’s being shown, to ensure that it is always up to

These are important strategic moments, which tell us a lot

date. Per buyer, we also have the sales history of our imprints

about whether a title is given the trust it needs to become a hit.

available, especially of the backlist. Printed brochures are also

Also important are the visits by our sales representatives to

available on request.

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.

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 ďŹ t 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.

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D I 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 develop smart and sophisticated campaigns for our e-books,

We have two sales and marketing professionals who are

complementing existing in-store promotions. Where bookstores

specialized in e-books. At the moment, we are the number 1

often only offer opportunities to present new books, e-books

e-book publisher for the Dutch and Flemish markets.

enable you to set up a campaign for an author’s entire backlist.

With more than a thousand available e-books, in 2012

We are also free to offer relevant price promotions, as digital

De Arbeiderspers | A.W. Bruna Publishers covers an eighth

products are not bound by legal book rates (the Dutch Wet op de

of the e-market.

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

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!

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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).

ZAFÓN YA-APP A fun app for the iPad, with four Young Adult books, written by Carlos Ruiz Zafón before he became famous with The Shadow of the Wind.

DILEMMA-APP This iPhone app contains 200 dilemma

VISIONAIRS! CROSSMEDIA PROJECT

cards which teach you to think about

A unique crossmedia project about

your problems differently. Shuffle the

the attention economy in practice,

cards and pick one, just like the physical

consisting of a book, consisting of a

card box by Berthold Gunster

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.

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MA R K E 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

such as Twitter, Facebook, blogs and communities. This way, we

Our marketing managers develop professional plans for all

can come into contact with a more specific target audience,

important new titles. These plans contain the specific action

which results in a valuable two-way traffic. A good example of

moments which can extend the lifespan of a title as much as

a place where a dialogue about our titles takes place is Crime-

possible. What marketing plan fits what title? How much energy

zone.nl. At the start of 2010, A.W. Bruna Publishers (now

do you put into a book? What are the results? The results are

De Arbeiderspers | A.W. Bruna Publishers) purchased this thriller

carefully recorded, as we are of the opinion that ‘the numbers

community. Another recent innovation is the Signatuur Boeken-

tell the tale’.

quiz (Book Quiz) on Facebook.

Free publicity is also an important tool. We have excellent

Contributing ideas

contacts in the media, which gives us attention for authors and

We ask our authors to actively contribute to our publicity

books that money just can’t buy. Authors and journalists can

campaigns. We regularly invite foreign authors to the Nether-

meet up in our literary salon in Amsterdam, a new, cultural

lands 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

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.

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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 deďŹ nitely 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.

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MA R K E T I NG DYSLEXIC-FRIENDLY

THE BRAND STIEG LARSSON

At the end of 2011, we published a dyslexic-

Mannen die vrouwen haten (The Girl with the Dragon

friendly version of De provocatie (Zero Day)

Tattoo) by Stieg Larsson was handed out for free at the

by David Baldacci. The book was printed in

beginning and became a huge hit thanks to word of

a specially developed font, which is easier

mouth advertising. Restyling, a low-price edition, visible

to read for dyslexics. This resulted in

PR and the film adaptation have all contributed to the

page-long articles about this publishing

success of the Stieg Larsson brand. Because

novelty and was also great publicity for

we didn’t just sit back after the initial success, but

the author.

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

LIKE A VIRUS

cross-promotion with flyers

For a short while, visitors to a tourist website for the

in the Coelho diary.

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

of marketing surrounding the latest Elizabeth George

Because we wanted something

thriller. Thousands of website visitors were fooled by

else for the holidays than the

this unique promotion, which spread like a virus.

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!

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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.

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C OR PO RAT E S O C IAL RE SPO 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

WPG stimulates

in China.

us to go green

Centralized agreements WPG Publishers compensates sustainable business management and motivates us and other publishers to go green. We have

Charity

made centralized agreements about the purchasing of paper

By supporting charity projects, the entire company is committed

and sustainable production of book covers. WPG also promotes

to help less-fortunate people around the world. As a company,

Het Nieuwe Werken, which means: more working from home,

we support Booksteps, a project that sets up libraries in the

flexibility, less commuting and increased productivity.

north of Uganda. Every year, we organize a sponsored walk to

Ba

F

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.

Every year we organize a walk for the charity project called ‘Booksteps’

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.

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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 rd co re e th Celebrating

Bastiaan Ragas of fers Daphne Decker s his new book

Ruiz Zafón Fans waiting to meet Carlos

De Arbeiderspers’ wri ters running team

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C OLO P 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 info@apawb.nl www.awbruna.nl | www.arbeiderspers.nl Š 2012, De Arbeiderspers | A.W. Bruna Publishers Text by Lizanne Croonen Translated by Ammerins Moss-de Boer Design by Sanneke Prins, Sproud - Amsterdam

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TW E E T S

CO N T EN T S

@MANONHENDRIKS

De Arbeiderspers | A.W. Bruna Uitgevers

Leafed through the digital summer catalogue

History .............................................................................................................................. .... 2

....................................................

1

Our imprints ..................................................................................................................... 3

by @arbeiderspers and @awbruna : Amazing!

De Arbeiderspers

Looking forward to the new Japin and holding

..........................................................................................................

A.W. Bruna Fiction

‘De villa Triste’ in my hands!

........................................................................................................

4 6

Signatuur ............................................................................................................................ 8 Orlando ................................................................................................................................ 10 Lev. ........................................................................................................................................... 12

@DANIELLEHERMANS

VIP

Had a great night at @awbruna and @ @

The organization ........................................................................................................... 15

@arbeiderspers Super combo. If a

Publishers and editors

...........................................................................................................................................

Sales

publisher can throw a good party, it’s

..............................................................................................

16

.......................................................................................................................................

17

.....................................................................................................................

18

..........................................................................................................................

20

Digital team

a good publisher. #fact

Marketing

Special sales

.....................................................................................................................

Colophon

23

...........................................................................

24

............................................................................................................................

26

Corporate social responsibility

@ALEXVANGALEN

13

Surprising how well the chemistry between @arbeiderspers and @awbruna works, and how natural it all feels. 1+1=3.

A strong corporate brand

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TW E E T S

CO N T EN T S

@MANONHENDRIKS

De Arbeiderspers | A.W. Bruna Uitgevers

Leafed through the digital summer catalogue

History .............................................................................................................................. .... 2

....................................................

1

Our imprints ..................................................................................................................... 3

by @arbeiderspers and @awbruna : Amazing!

De Arbeiderspers

Looking forward to the new Japin and holding

..........................................................................................................

A.W. Bruna Fiction

‘De villa Triste’ in my hands!

........................................................................................................

4 6

Signatuur ............................................................................................................................ 8 Orlando ................................................................................................................................ 10 Lev. ........................................................................................................................................... 12

@DANIELLEHERMANS

VIP

Had a great night at @awbruna and @ @

The organization ........................................................................................................... 15

@arbeiderspers Super combo. If a

Publishers and editors

...........................................................................................................................................

Sales

publisher can throw a good party, it’s

..............................................................................................

16

.......................................................................................................................................

17

.....................................................................................................................

18

..........................................................................................................................

20

Digital team

a good publisher. #fact

Marketing

Special sales

.....................................................................................................................

Colophon

23

...........................................................................

24

............................................................................................................................

26

Corporate social responsibility

@ALEXVANGALEN

13

Surprising how well the chemistry between @arbeiderspers and @awbruna works, and how natural it all feels. 1+1=3.

A strong corporate brand

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A strong corporate brand - De Arbeiderspers | A.W. Bruna Publishers