The cover painting of the "Little Prince" album adopts such an art-level printing method, and the illustrations in the other pages are still CMYK printing at a relatively low cost.

Finally, they are stapled together.

"If only all the illustrations could be color-corrected and printed individually."

Anna was still a little dissatisfied.

"My little girl, it's too much just to print the cover like this. Do you want the final price of the work to be more than £50? ”

Osborne laughed dumbly.

All over the world, the cost of art albums is high.

In Dongxia, where book printing and labor costs were the lowest, a beautiful picture album with dozens of thin pages often had to be sold at the same price as a set of encyclopedias.

"For 19 years, I handled J· Ms. K Rowling, the book script for the new stage play "Harry Potter and the Cursed Child", is only set at 25 pounds. That's it, we have received countless negative feedback, thinking that we are shamelessly eating the black money of fans' feelings. According to the survey report of the group's marketing department, if you want to get more shipments, 20 pounds is the bottom line. No matter how high it is, the profit of a single piece cannot make up for the loss of the total decline, and it is not worth it. ”

"It's not a textbook that you have to buy, and the Scholastic Group isn't the only One Little Prince to choose from." Osborne shrugged.

"The cost of printing is not a big deal, and how many pounds is the ink worth, no matter how expensive it is? If I were a publisher, I'd rather squeeze some profit margins. ”

Anna took a sip of the lemonade in her glass and suggested.

Hehe.

Osborne laughed twice, rolled his eyes, and didn't speak.

Books are expensive and belong to the social phenomenon of Europe and the United States, and what Anna said about suppressing profits doesn't count, and even what Osborne said.

The various publishing groups compete with each other in major aspects, but they have little interest in engaging in price wars.

The best-selling e-books in the Kindle Store, the Star Wars comics, and a small copy without any physical printing costs, can still cost a dozen pounds.

"Okay, rest assured. CMYK is already a high-end printing method, the industry's common standard color difference is plus or minus 10%, Scholastic Group's own production line can be controlled at 3%, the effect will not be too bad. ”

Osborne casually chits-is, "You're really interested in this set of books. His agent, the stealthy Mr. Sloth, has an old relationship with you, right? ”

"Your aunt's classmates? Or some other acquaintance? ”

The girl blinked and gave Uncle Osborne a mysterious "guess" smile.

"This illustration is worth the hard work, since it has been decided to re-draft, not good color correction, to control every trace of color difference to perfection, to restore all the brushstrokes of the detective cat, it is really a loss. also lived up to such works. ”

Anna digressed the subject: "Especially those eyes, Uncle Osborne, they are very magical eyes, am I right?" ”

"So, I think the "Little Prince" project team will understand my little waywardness." She said.

"The new illustrations are good, but the old illustrations are also good." Osborne doesn't see it that way: "Not everybody agrees that it's necessary to rewrite. ”

"What about you?" Anna smiled and looked at Osborne.

"I ...... I don't know. ”

Osborne hesitated for a moment: "From an artistic point of view, of course this illustration is good. But Anna, you know, your uncle and I are a businessman. Businessmen believe more in marketing, they believe in brand gimmicks, but it's hard to expect a lot from such a thing as artistry, because it's uncontrollable. ”

Osborne cut off a corner of the Wellington steak and tossed it into his mouth: "I believe in Anna's vision, and I think it's one of the best illustrations I've seen in all my years in the industry." But it's just an illustration, and I don't dare to put much hope in it. ”

"There are not many scenes in the history of books where illustrations create miracles." Anna whispered.

"Of course, miracles can always happen, it's just always a matter of probability."

"I can't just look at an illustration and think it's going to be the next 'Niels Travels on a Goose' or 'The Wind in the Willows'. Maybe the artistry can be compared, but the business logic is different. ”

"No, if from an artistic point of view."

Anna shook her head and corrected Osborne's statement: "She's not the next 'Nils Goose Ride' and 'The Wind in the Willows', it's higher than that." ”

"Beautiful things can always move people's hearts, this is just the simplest and simple physiological feeling, and has nothing to do with artistic logic or commercial logic."

"Anna, it seems that you are confident in the sales of this set of books. That's the best, and I hope to lead the publication of a set of classic books that will sell well for many years to come. ”

Osborne tilted his head, "If the text and illustration complement each other, that's great." ”

"I read the translation of Hawke, Dean of Oxford, and it is very classic, without the rotten air and habit of using long words that are often used by old scholars of traditional English literature."

"The picture of the detective cat, if it is a classic in your mouth Uncle Osborne, the previous set of illustrations has actually fulfilled this requirement perfectly, and the current cover art——"

"If what you need is a miracle, it can give you a miracle."

Anna tapped the table with her white jade knuckles, speaking with confidence and certainty.

Osborne did not speak.

He just looked at the determined Anna quietly for a few seconds, and finally smiled helplessly: "Little Anna, I don't know if this kind of persistence and seriousness is your advantage or disadvantage." All I can say is that you are still the same as when you were a child. ”

Osborne gently wiped the corners of his mouth with a tissue and took out the large-screen Samsung Galaxy phone from his pocket.

Unlock the screen,

The cover art of "The Little Prince" comes into view.

"It's really an impressive piece of work." Osborne thought.

He didn't know if Anna's assertion just now was just blind confidence in the detective cat.

At least Osborne believes that the girl should be right.

The new illustration of the detective cat is indeed a very attractive work.

In particular, the little boy on the sand dunes has eyes full of magic, and even after he received the drawing, he subconsciously set this "Little Prince on the Dune at Night" as a mobile phone cover.

Osborne had previously received a manuscript from Charlie's Fine Arts Department. But I've never felt it this way.

Maybe......

It's really possible, Miss Yelena is right.

"Then I'll lend you a good word, Anna."

Osborne licked his lips, and was also a little excited by what the girl said.

"By the way, speaking of marketing, I have something here that might interest you, Anna you should check it out."

Osborne clicked on his phone a few times, then handed it down the dining table, "This is our new publication ad." ”

Ad?

Anna wiped her fingertips with a wet towel before taking Osborne's phone.

Marketing is a compulsory subject for book publishing-related majors.

The publishing industry not only says that "a good book must be popular", but also that "excellent marketing investment is a prerequisite for the success of a publication".

Excellent text and large-scale exposure strategy can achieve the effect of a good wind and sending me to the clouds.

Defoe's Robinson Crusoe, J. Defoe's Robinson Crusoe, J. Defoe. D. Salinger's "The Catcher in the Rye" and Fitzgerald's "The Great Gatsby" are classic examples of book marketing.

In 1925, the publisher of the latter published in the New York Times with the slogans "The epoch-making work of this century", "The greatest America has ever seen", and "A condensation of the mark of the times of the 20th century", which were all very classic advertising slogans, attracting many people to enter the store and choose to buy a copy of "The Great Gatsby" to see what it was, setting a sales record at that time.

Scholastic's largest book campaign over the past two decades has been a series of marketing campaigns for Harry Potter and the Deathly Hallows, the finale of the Harry Potter series, before it was launched on the book market.

Including holding various large-scale press conferences, holding pilot autograph sessions around the world, inviting professional voice actors to read certain plot passages on the spot, and compiling some story episodes into stage plays for small performances at the event site.

The publishing house even directly arranged for Ms. J. K Rowling to attend the "Ellen Show", "Today Show" and "Oprah Show", which have millions of viewers.

Advertising spending in London alone is in the millions of pounds. This kind of large-scale marketing has pushed the sales of "Deathly Hallows" to 100 million copies, which is an outrageous and terrifying number.

Anna understood that "The Little Prince" could not be qualified to be invested in such a huge amount of resources by the group.

She didn't even expect that the project team would shoot a professional advertisement for the book.

The video in the phone is not long, about a few tens of seconds.

There are only a few simple shots, but it is not a pure promotional content of celebrities pushing books, but a small short plot, which is the so-called story advertisement.

A story about a crying little girl.

The video that Anna is seeing now is a work that the publisher asked the BBC's professional advertising team to complete based on what happened in the bookstore with the approval of Morgan's director.

According to the needs of the publishing house, the director team simply wrote the script after research and discussion.

He did not make up any camera movements, and directly used the lenses from different angles collected in the monitoring room to retain the real sense of the scene.

Through professional editing, the team quickly expressed the theme concept of "fairy tales make crying children smile" in this advertisement.

There is one thing to say,

The stage design and lighting conditions in the video are not good.

Luckily, the surveillance system for the Scholastic Group's market-simulated bookstore in the European headquarters building is very advanced. It was just renovated two years ago, and it is enough to see the subtle expressions on the faces of customers when they shop, which is not comparable to road surveillance.

The advertising team also carried out corresponding post-processing such as image quality enhancement and algorithm frame filling on the film and television post-production software of the surveillance video.

The video and highlight dynamics in the phone are still different from those captured by professional 8K movie cameras, but they are even better than the usual mobile phone cameras.

For TV commercials, it can already be used.

Anna doesn't care about the quality of the picture.

She was pleasantly surprised to find that although the scene of this advertisement was simple and the creativity was not novel, all the actors' expressions were very real.

Especially the moment when the little girl's expression changed—that ignorant, innocent toothless smiling face, which could easily infiltrate people's hearts.

Anna watched the ad several times.

She dragged the phone's progress bar back from the slogan "Scholastic Publishing Group, Let Children Meet a Better World in Reading" at the end of the screen, and fixed it on the little black girl.

"It's true. This little girl's acting skills are really good, which child star is it? ”

"Child star? Oh no, this is the live footage we captured during the Detective Cats and Villerhine market research campaigns. I don't think it could be more true than that. ”

Osborne smiled: "The video you see is 96 seconds long, and it will be updated on the group's official account and YouTube account. And there are two versions of 60 seconds and 30 seconds, respectively, and the content is very similar. It's just that the selection of editing is different, and it will be put into the urban rail subway and the programs of different TV stations according to the cost of advertising costs. ”

"The director's team suggests—"

Osborne even raised the thumbs and forefingers of both hands to his chest and gestured with a parenthesical gesture: "We will add [The advertising content is completely real and real] at the bottom of the official video. Non-Horn Script Interpretation]. The BBC team felt that the marketing must have worked very well. ”

"Such a big investment? Buying advertising on a TV station is not a small amount of money. ”

Anna looked Osborne up and down, her tone full of gratitude, "I don't even know what to say." ”

"You don't need to thank me. It wasn't my decision. Stratford and London Bridge, two tube stations with more than 100,000 people, cost £3,000 a second for video ads. The budget of the "Little Prince" project team could not afford expensive TV commercials. ”

Osborne waved his hand: "You're seeing this year's Scholastic Group's corporate video and Easter book season campaign advertisement, not 'The Little Prince' campaign." ”

The publishing conglomerate, which is worth more than $10 billion, produces its own corporate video every year.

In the Easter promotion season, Christmas holiday, Black Friday and other important consumer shopping points in the West, they will also place their own shopping promotion advertisements on various media channels like the Dangdang Book Season and Double 11 Shopping Festival in Dongxia.

The JPMorgan directors liked the effect of the ad.

"I think the Morgan directors managed to convince the board of directors in North America to replace the planned promotional video ad and identify it as the publisher's corporate video for this year. It's mainly about the Scholastic Group's children's book business—"

"And our 'The Little Prince' was lucky to hitch a ride."

Anna admires her and Detective Cat Lady's good fortune in her heart.

The girl felt in her heart that this was not only lucky, but also inevitable, and the little girl's reaction just proved that the detective cat lady was excellent.

Good luck just allowed the camera to record the scene.

"Hitchhiking? No, this is not a free ride but a free rocket. The corners of Osborne's mouth couldn't help but smile at the corner of his mouth when he was hit by the pie.

(End of chapter)