This is going to be blam: how children’s publishers see the digital age

Brian Carruthers

Publishers are struggling to adapt their business models to the demands of the digital age, except when it comes to children, for whom the publishing industry is flourishing.

“At Egmont we’ve been experimenting with digital for about 12 years - books and magazines - and I can tell you now that our business is still very much print,” Cally Poplak, MD Egmont Publishing, told the PPA Festival (London, May 2017). “This is surprising as children now spend 10.3 hours a day on digital devices [including multi-screening], so surely there’s no future in print, is there?”

Print perseveres

Digital devices such as the Kindle may have made inroads into the adult publishing market, but that’s not happening in the children’s market. “A huge proportion of parents, about two thirds,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands