SLIDE 1 PAVE
P U B L I S H I N G
N O V E M B E R 30 , 20 12
SLIDE 2 3
CONTENTS
THE IMPRINT 4 About Us 5 SWOT Analysis THE SHIT WE DID 7 Tip Sheet 10 Marketing Summary 12 Metadata 13 P&L CO-OP CULTURE 17 Tip Sheet 20 Marketing Summary 24 Metadata 25 P&L READ ATWOOD WHEN YOU GET ARRESTED 29 Tip Sheet 33 Marketing Summary 35 Metadata 36 P&L WILL THIS MAKE ME FAMOUS? 39 Tip Sheet 42 Marketing Summary 45 Metadata P&L
SARAH POLLEY
The Sh*t We Did
when we were young
mike soron
How Community is Making a Comeback
Foreword by the authors of THE 100-MILE DIET
CO-OP
CULTURE
READ ATWOOD WHEN YOU GET ARRESTED
HOW TO PUNCTUATE LIFE’S BIG MOMENTS WITH THE BEST CANADIAN BOOKS
EDITED BY JULIE WILSON
SLIDE 3 4 PAVE PUBLISHING
THE IMPRINT
ABOUT US
PAVE is the intersection between tradition and invention. We create a platform for emerging Canadian voices that speak to a generation engaged in social issues. These stories echo Canadian ideas of culture, community, and social responsibility. We are proud to be an imprint of House of Anansi Press. Anansi titles have a reputation of excellence in Canadian literature, including the likes of Margaret Atwood, Matt Cohen, Michael Ondaatje, and Nort- hrop Frye, and a host of prestigious literary awards.
THE TEAM
Braden Alexander Lauren Cheal KC Hutton Angelina Tagliafjerro Creative Director Editor-in-Chief Managing Editor Marketing Director (Gay in Residence) (That Cat Lady) (Canadian in Training) (Miraculously Tiny Foodie)
SLIDE 4 5 strengths
+ Founders have experience in magazine publishing, and have a fjnger on the pulse of Canadian culture of the moment + Founders who are passionate about emerging Canadian voices + Focus on Canadian realities will provide a strong domestic market for titles + Parent company has an award-winning backlist of Cana- dian titles and has fostered the rise of many respected Cana- dian authors + Our focus on social responsi- bility will encourage a likeable brand ethos
+ Potential to fjll a niche by speaking to and for Canadians between the ages of 25 and 40. + Availability of new technology will allow us to explore new formats and content in digital publishing + Opportunity to impact a new era of Canadian publishing + A tech-savvy audience will allow us to maximize ebook sales and new digital formats + Canadian content is relevant to Canadian media, which will result in ample coverage of our authors and titles.
threats
+ Niche audience (Canadians, 25-40) limits market size for titles + Unknown profjtability for digital content using new technology + Tech savvy audience is less likely to pay for content they are used to getting for free (through blogs or pirated materials) + Canadian focus limits the potential for a U.S. audience and media coverage
weaknesses
+ Founders have limited practical experience in book publishing + Our focus on Canadian reali- ties might limit foreign rights sales + Parent company’s reputation sets a high standard for PAVE as an imprint + The size of our market may be limited due to our focus
SWOT ANALYSIS
SLIDE 5 SARAH POLLEY
The Sh*t We Did
when we were young
SLIDE 6 7
THE SHIT WE DID
TIP SHEET The Shit We Did
When We Were Young Sarah Polley
SOC022000 SOCIAL SCIENCE/ Popular Culture BIO026000 BIOGRAPHY & AUTOBIOGRAPHY / Personal Memoirs BIO013000 BIOGRAPHY & AUTOBIOGRAPHY / Rich & Famous
sales handle
Oscar-nominated screenwriter Sarah Polley’s fjrst book is a touching and surprisingly funny exploration of life’s longest and most compli- cated relationship – the one between brothers and sisters.
description
Oscar-nominated screenwriter and renowned director Sarah Polley moves from the silver screen to the written page in The Shit We Did. In her playful memoir, Polley delves into the complex relationships between brothers and sisters as she recalls growing up with her four siblings and the shit they did together. From intense rivalries to embar- rassing traditions, she cleverly ties her brothers’ and sisters’ childhood antics and behaviours to the way they relate to each other as adults. In doing so, Polley shows us that it is our siblings who teach us the most about ourselves. This charming book will have readers remembering everything they love and love to hate about their own brothers and sisters.
blurbs
“This carefully crafued book shows that Sarah Polley and storytelling are the perfect match.” – Patrick deWitt
memoir
6 x 9, 240 pages Hardcover $29.95, Enhanced E-book $27.95, E-book $24.95
publication date
September 2013
rights sold
UK Rights Sold $8000 CAD First Serial to The Walrus $1500 CAD
print run
7,000
multimedia
5 embedded interviews in enhanced eBook
SLIDE 7 8 PAVE PUBLISHING
“I have a crush on Sarah Polley. She is everything I’m not: witty, hilari-
- us, and a total knockout.” - Seth Rogen
“The Shit We Did proves there are no limits to Sarah Polley’s creative prowess.” – Will Ferguson
audience
- The personal audiences/followings/fans of Sarah Polley
who have grown up watching her and trust her as a social commentator, and know her as a talented screenwriter and director.
- 25-35 year olds, who are in the midst of redefjning their rela-
tionships with their siblings. These are:
+ Viewers of George Stroumboulopoulos, and listeners of Q with Jian Ghomeshi who want to be well informed about current Canadian creative culture + People who listen to Defjnitely Not The Opera (DNTO) and are interested in fascinating and beautifully-crafued stories
key selling points
- scar-nominated author. Polley’s celebrity will draw readers in (her
recent documentary premiered at TIFF, she has 9,500 followers on Twitter, and is involved in local politics), but her down-to-earth, docu- mentary-style narrative will connect on a personal level with readers as they make connections to their own childhood. never before seen interviews. Extra footage from Polley’s docu- mentary will be used for an enhanced E-book and extensive marketing campaign. timely and nostalgic. This generation grew up with Sarah Polley and trusts her insights. As Gen Y settles into adulthood/parenthood, they value the change in their relationships with their own siblings. This title capitalizes on a current yearn for childhood.
SLIDE 8 9
sales channels sales numbers
Chapters/Indigo 2000 Independent Bookstores 500 Costco 1000 Amazon 200 Library 1000 Total 4700
author information
Sarah Polley is an Oscar-nominated screenwriter and director, as well as a social commentator and activist. She began her career as a child actor and fjrst gained fame for her role as Sara Stanley on Road to Avonlea. Now an acclaimed director, she earned an Academy Award for her fjlm Away From Her, based on Alice Munro’s short story “The Bear Came Over the Mountain.” Her 2012 documentary, Stories We Tell, debuted at TIFF. The fjlm discusses her parents’ relationship and chronicles the afgair her mother had which resulted in Polley’s birth. From watching extra interview footage from this documentary, Polley was inspired to further examine her relationships with her siblings, which became the basis for The Shit We Did. Polley lives in Toronto with her husband and young daughter.
author hometown/place of residence
Toronto, Ontario
Away From Her - Academy Award-nominated screen adaptation Stories We Tell - documentary Take This Waltz – feature fjlm
comparable and competing titles
1982 by Jian Ghomeshi. Viking Canada, 2012, Hardcover, $30.00 Canadian Pie by Will Ferguson. Penguin Canada, 2012, Hardcover, $32.00 Falling Backwards: A Memoir by Jann Arden. Knopf Canada, 2011, Hard- cover, $32.00
SLIDE 9 10 PAVE PUBLISHING
MARKETING SUMMARY strategy
Our sales strategy piggybacks on the celebrity of the author, Sarah Pol- ley, and her recent documentary Stories We Tell. We will present The Shit We Did When We Were Young as Polley’s follow up to her docu- mentary about her parents, and how that experience inspired Polley to examine sibling relationships. We will target select professional blog- gers, literary publications, and newspapers for reviews. We will use the current increase of media attention on Sarah Polley to garner interviews with national news media. We keep focus on her book by releasing select interview footage of Polley and siblings to exclusive media sources, such as Jian Ghomeshi and George Strom-
- boulopoulos. These will be used as talking points for the book as a
- whole. We will also target our audience (young, hip 25-35 year olds)
through campaigns at Chapters/Indigo and Costco, in which we will emphasize the gifu aspect of this book, particularly as a Christmas present to a sibling.
pre-publication
Press release kits sent to local/national newspapers such as: + Vancouver Sun (Print/Online: Entertainment – Celebrity or Books section) + Toronto Star (Print/Online: Entertainment – Stargazing or Books section) + Globe and Mail (Print/Online: Arts – Celebrity or Books sec- tion) + National Post (Print/Online: Art – The Scene or Books section) + Angle: Universality of topic, likeability and popularity of author, and timeliness of the book for Christmas gifu giving between siblings. 5 kits and ARCs at cost = $125 Press release kits sent to mainstream book reviewers: i.e. 49th Shelf, Publisher’s Weekly, Library Journal, Kirkus Reviews, Booklist, and select Canadian bloggers (BlogTO.ca) 5 kits and ARCs at cost =$125
SLIDE 10 11
upon release
Author tour of Toronto – media heavy. Exclusive releases of select Polley interviews with siblings: + Exclusive TV interview with George Stroumboulopoulos + Exclusive radio interview on Q with Jian Ghomeshi $3,000 Indigo/Chapters front display placement $1,000 Social media blitz by in-house stafg on Twitter and Instagram: + Twitter contest/giveaway (managed by in-house stafg) – + To enter, tweet funny sibling stories, #TheShitWeDid + Aim for 1,000 participants + Grand-prize winner receives dinner in Toronto with Polley Cost for dinner: $1,000 + 5 runners-up receive signed copy of book Cost for 5 copies: $100 + Instagram campaign (managed by in-house stafg) + To join, post best childhood sibling photo on Instagram with #TheShitWeDid hashtag + Grand-prize winner receives dinner in Toronto with Polley (at- tends same dinner as Twitter winner) Cost for dinner: $1,000 + 5 runners-up receive signed copy of book (or other swag) Cost for 5 copies: $100 Cost for in-house management: $2,000 Total Cost: $8,450
SLIDE 11 12 PAVE PUBLISHING
METADATA title: the shit we did subtitle: when we were young author: sarah polley formats: price:
Hardcover
$29.95 Enhanced E-book $27.95 E-book $29.95 BISAC 1: SOC 022000 SOCIAL SCIENCE/POPULAR CULTURE BISAC 2: BIO 026000 BIOGRAPHY & AUTOBIOGRAPHY/ PERSONAL MEMOIRS
publication date: September 2013 supplier:
Hardcover
HarperCollins Enhanced E-book Apple iBooks E-book Various Platforms
Hardcover
Enhanced E-book & E-book Cover Image, Table of Contents, Reviews, Awards, Author Bio, Product Region, Barcode Cover Image, Table of Contents, Reviews, Awards, Author Bio, Barcode
SLIDE 12 13
PROFIT & LOSS DATA FORM
Print Run Format: Price: Quantity printed:
Hardcover, Enhanced Ebook, Ebook
($29.95, $27.95, $24.95) 7,050
Units Sold Hardcover: Ebook: Enhanced Ebook:
Rights Income (less 50% to author)
Grants Awarded BDIP: Canada Council: Total Grants: Advance Earned Advance: Unearned Advance: Variable Costs: PPB/unit: Royalties: Print Ebook Developmental Costs Editorial: Production/Design: Digital Conversion: Total Developmental:
7,050 250 250 $4,750 $1,930 $3,000 $4,930 $10,000 $24,795 $0 $2.22 12% 30% $3,900 $3,350 $300 $7,550
SLIDE 13 14 PAVE PUBLISHING
PROFIT & LOSS CALCULATION
Revenues:
Revenues: Rights:
Grant Funding:
$96,336 $4,750 $4,930
TOTAL
$106,016
Cost of Goods:
Development Costs: PPB: Royalties: Freight In:
Gross Margin: Less Provisions:
(including bad debt, author advance w/o, inventory w/o)
Gross Profjt: Direct Costs:
Sales Commissions: Marketing Costs: Warehouse & Fulfjllment:
General & Administrative:
Allocation 15%
Contribution to Profjt:
$7,550 $16,206 $24,767 276 $5,330 $8,480 $2,890 $14,450 $48,800 (59%) $57,217 $4,097 $53,120 $31,150 (23%) $21,970
SLIDE 14
SLIDE 15 mike soron
How Community is Making a Comeback
Foreword by the authors of
THE 100-MILE DIET
CO-OP
CULTURE
SLIDE 16 17
CO-OP CULTURE
TIP SHEET
Co-op Culture: How Community is Making a Comeback Mike Soron
Foreword by Alisa Smith and J.B. MacKinnon, authors of The 100-Mile Diet: A Year of Eating Local HOM022000 HOUSE & HOME / Sustainable Living SOC015000 SOCIAL SCIENCE / Human Geography
sales handle
With 18 million co-op members in Canada discovering the simple bril- liance of sharing, the resurgence of co-op culture is here.
description
The latest generation of young and prospective families is fjnding that they can’t afgord the life of their dreams without a little help. 18 million co-op members in Canada have found that co-ops are helping them achieve these dreams. Mike Soron, founder of Vancouver’s Kitchen Tools Co-op, compiles a how-to guide that tells the story of the resur- gence of co-ops. The book covers co-ops for car sharing, household tools, community gardens, kitchen gadgets, and local food. Mike gives an on-the-ground perspective—from how to start a community garden, to the environmental benefjts of car sharing—and profjles of tool co-ops that are helping build communities. Co-op Culture is the perfect hybrid
- f stories about communities and an informative how-to guide, and
Mike Soron is leading the way for this new movement.
blurbs
“Co-op Culture captures the spirit of this signifjcant social movement in Canada and around the world” - Phil Baudin, Executive Director of Modo Car Co-op
lifestyle
5 1⁄2 X 8 1⁄2 , 240 pages Trade Paperback, E-book
$19.95, $17.95 publication date
April 2013
rights sold
UK Rights Sold $3500 CAD AUS Rights Sold $2500CAD
print run
4,000
SLIDE 17 18 PAVE PUBLISHING
“Simply brilliant—this book is a must-read for anyone who wants to save money and live better through co-operation” - Craig A. Cox, author of Storefront Revolution: Food Co-ops and the Counterculture “Mike writes with style, humour, and passion about the ways co-op communities are shaping and reshaping family life” - Alex Samur, Editor
audience
The audience will be enterprising 30-40-year-olds (aging hipsters) participating in co-ops or who want to fjnd out more about them. This audience shops at Mountain Equipment Co-Op, banks at Assiniboine Credit Union, attends Folk Fest, and volunteers at their community gar-
- den. They read blogs about DIY and urban farming. Mike Soron’s social
media network (1788 followers on Twitter), and extensive personal network will be another key audience segment.
statistics on co-op participation in canada
+ There are approximately 9,000 co-operatives and credit unions in Canada, providing products and services to 18 million mem- bers. + Co-operatives exist in virtually every sector of the economy, from agriculture, retail and fjnancial services to housing, child care, funeral services and renewable energy. + Canada has the highest per-capita credit union membership in the world: 33 per cent of Canadians are a member of at least
Source: The Canadian Co-operative Association: http://www.coopscanada.coop/
key selling points
timely, one of a kind book. The co-op is a phenomenon (again), and the book speaks to the people who are involved in the movement. Other books on co-ops are out-of-date or take a philosophical ap- proach—this book is relevant, practical, and a great resource. definitive guide to co-ops today. The book covers difgerent co-ops in great detail, including information on co-ops for car sharing, house- hold tools, community gardens, kitchen gadgets, local food, and cofgee. Everything you want to know about co-ops is here. how-to-guide and inspirational stories. Tips for starting a co-op
SLIDE 18 19
are noted in sidebars, and special appendices at the end provide check- lists and resources. These tips are framed by stories that show what a difgerence co-ops are making. expert author. Mike’s experience running Vancouver’s Kitchen Tools Co-op and research background grounds the book in the reality of this
- movement. Mike provides a fresh perspective on the world of co-ops.
sales channels sales numbers
Chapters/Indigo 500 Independent Bookstores 750 Special 750 Amazon 75 Library 500 Total 2575
author information
With a Masters Degree in Urban Planning and a reputation for out- spoken articles in Open File Vancouver and (Cult)ure Magazine, Mike Soron is the man to watch this year. In his spare time, Mike is co-creator
- f Vancouver’s Kitchen Co-op, Executive Director of Sustainable SFU,
and sits on the City of Vancouver’s LGBTQ advisory committee. He currently lives in Vancouver.
author place of residence
Vancouver, British Columbia
comparable and competing titles
The Sharing Solution: How to Save Money, Simplify Your Life & Build Community by Janelle Orsi and Emily Doskow. NOLO, 2009, paper- back, 7X9, 480 pages, $24.32 The 100-Mile Diet: A Year of Local Eating by Alisa Smith, J.B. Mackin-
- non. Vintage Canada, 2007, 5 1⁄2 X 8 1⁄2, 288 pages, $21.00
Here Comes Everybody: The Power of Organizing Without Organiza- tions by Clay Shirky. Penguin Books, 2009, paperback, 6 X 9, 352 pages, $20.00
SLIDE 19 20 PAVE PUBLISHING
MARKETING SUMMARY strategy
A major launch event is planned in coordination with the Canadian Cooperative Association’s National Congress in June 2013 (Edmonton, AB). The author’s keynote speech at the event will be used as a spring- board for press coverage and interviews around the topic and the
- book. The marketing of this book will capitalize on the supportive com-
munity that already exists around co-operatives, and on the personality and reach of the author. Mike Soron’s engaging speaking style and comfort in front of a room is another asset that we will make full use
- f in the sales of this book. Soron will be styled as the expert on this
topic in Canada (and beyond), and as an authority on the movement in Canada.
pre-publication
Send advance review copies to targeted book reviewers within Cana- dian media, and to non-traditional reviewers as well (15 copies). Long-lead reviewers to pitch include: + The Tyee: Lead time is two months, pitch angle is new BC- based author and a picture of social movement in Canada. Aim for a review in the Books section. + Rabble.ca: Review in books section, cultivate relationship with books editor in advance. Pitch angle is a book about social responsibility and the new Canadian reality. + Globe and Mail: Contact Gabe Gonda, Arts and Life editor at ggonda@globeandmail.com for the book review. Pitch angle is an up-and-coming writer talking about relevant social move- ments in Canada. + Quill and Quire: At least 2 months before publication, em- phasize new voice of the author and Canadian History as the subject. + Canadian History Magazine (formerly The Beaver): Published six times a year, plan to send review copy 3 months before publication/appropriate issue of Canadian History Magazine. Again, the pitch here is that this is a unique book the social fabric of Canadian life and the people who are creating that fabric. Cost: $15 per book, 15 books = $225 Print advertising for libraries and wholesalers in catalogues Cost: $150 per catalogue, 3 catalogues = $450
SLIDE 20 21
Advertise with School Libraries in Canada (SLIC), focusing on the Social Studies market present in the schools. Advertise in both print version (quarterly publication), and online version. Cost: $300 for ads CBC Radio: Pitch a radio documentary for the third half-hour of The Current, looking at some of the co-ops featured in the book. Why did they form, who founded them, what are they planning for the future,
- etc. The lead-time for this project will be at least 4 months in advance
(including time to pitch to CBC and time for them to create the docu- mentary). Cost: None
upon release
Launch event in coordination with the Canadian Association of Coop- eratives/l’Association des coopératives du Canada. The Congress takes place in Edmonton, AB, on June 23, 2013. Mike will give the keynote address for this event. In coordination with this event, we will have a lead-up of media coverage in Edmonton and nationally. Social media campaign around this event will be supplemented by PAVE stafg, but lead by author. Cost: CCA to give honorarium for travel, PAVE to pay for hotel for 3 nights. $750 Posters, fmyers and other advertising materials: $200 Get the book placed in a “Local Voices” store display in Chapters/In- digo stores in B.C. Cost: 4% of Indigo Purchase, 750 copies sold, at 50% dis- count = $7481.25, 4% of that is $229.25 Advertise with the Canadian Co-operative Association on their website and through their 4 print publications. Aim to negotiate low advertising rates given the nature of their non-profjt advocacy and our author’s profjle in the community. Emphasize partnership and collaboration. (1 month before the CCA Congress – 2 weeks afuer) Cost: $300
SLIDE 21 22 PAVE PUBLISHING
Twitter campaign including heavy circulation of the Globe and Mail interview and conversations about the CCA Congress. Aim to get re-tweets from reviewers and community members who have already shown support for the books through review. Author will start and en- gage in conversations about the topics that are discussed at the CCA Congress. Cost: Tweets by author, campaign by stafg, no outright cost
post publication
Reading at Banyan Books in Vancouver, email campaign to Mike’s net- work in the co-op community to make sure attendance is appropriate. Cost: $200 (fmyers, posters, etc) Virtual* Author Tour (three weeks afuer launch) Feature podcast interview with author Mike Soron on (Cult)ure Maga- zine Online interview on The Tyee Online interview on Rabble.ca Video interview featuring Mike talking to Clay Shirky about this social movement; put on YouTube and circulate widely through Twitter, Face- book, and Email marketing. Cost: $400 (production costs for interview, using Mike’s network of volunteers) Virtual* Speaking Tour, Educational programs Centre for Co-operative and Community-Based Economy, University of Victoria Centre for the Study of Co-operatives, University of Saskatchewan Master of Management, Co-operatives and Credit Unions, Saint Mary’s University *Skype lecture or similar, unless the institution will contribute to travel costs or if the author is travelling on his own. Cost: None
SLIDE 22 23
Additional Marketing Opportunities through partnerships with co-ops around the country, including as many as listed in the Appendix as
- possible. Arrange trades for advertising space on brochures or other
materials produced by the co-ops. Author will tweet about these co-
- ps that are participating.
Partners include: Modo Car Co-op, Vancouver Zip Car, Toronto Peg City Car Co-op, Winnipeg The Car Sharing Co-op of Edmonton Virtucar, Ottawa Car Share Halifax Total Cost= $3,100
SLIDE 23 24 PAVE PUBLISHING
METADATA title: Co-op Culture subtitle: how community is making a comeback author: mike soron formats: price:
Trade Paperback
$19.95 E-book $17.95 BISAC 1: HOM 022000 HOUSE & HOME/SUSTAINABLE LIVING BISAC 2: SOC 015000 SOCIAL SCIENCE/HUMAN GEOGRAPHY
publication date: April 2013 supplier:
Trade Paperback HarperCollins E-book
Trade Paperback
E-book
Cover Image, Table of Contents, Reviews, Awards, Author Bio, Product Region, Barcode Cover Image, Table of Contents, Reviews, Awards, Author Bio, Barcode
SLIDE 24 25
PROFIT & LOSS DATA FORM
Print Run Format: Price: Quantity printed:
Trade Paperback & Ebook ($19.95 & $17.95) 3,585
Units Sold Paperback: Ebook:
Rights Income (less 50% to author)
Grants Awarded BDIP: Canada Council: Total Grants: Advance Earned Advance: Unearned Advance: Variable Costs: PPB/unit: Royalties: Print Ebook Developmental Costs Editorial: Production/Design: Digital Conversion: Total Developmental:
3,585 210 $3,500 $638 $3,000 $3,638 $3,000 $6,110 $0 $1.60 9% 25% $4,400 $2,350 $300 $7,050
SLIDE 25 26 PAVE PUBLISHING
PROFIT & LOSS CALCULATION
Revenues:
Revenues: Rights:
Grant Funding:
$31,349 $3,500 $3,638
TOTAL $38,488 Cost of Goods:
Development Costs: PPB less $200 discount: Royalties: Freight In:
Gross Margin: Less Provisions:
(including bad debt, author advance w/o, inventory w/o)
Gross Profjt: Direct Costs:
Sales Commissions: Marketing Costs: Warehouse & Fulfjllment:
General & Administrative:
Allocation 15%
Contribution to Profjt:
$7,050 $5,536 $6,110 280 $1,118 $3,443 $940 $4,702 $18,976 (62%) $19,512 $1,537 $17,975 $10,204 (25%) $7,770
SLIDE 26
SLIDE 27 READ ATWOOD WHEN YOU GET ARRESTED
HOW TO PUNCTUATE LIFE’S BIG MOMENTS WITH THE BEST CANADIAN BOOKS
EDITED BY JULIE WILSON
SLIDE 28 29
READ ATWOOD WHEN YOU GET ARRESTED
TIP SHEET
Read Atwood When You Get Arrested: How To Punctuate Life’s Big Moments With The Best Canadian Books Editor/Compiler: Julie Wilson Contributing writers: David Bezmozgis, Sasha Chapman, Lynn Coady, Jeramy Dodds, Esi Edugyan, Michal Kozlowski, Johanna Skibsrud, Carrie Snyder, Audrée Wilhelmy, Patrick deWitt
BISAC 1 BIO001000 BIOGRAPHY & AUTOBIOGRAPHY / Artists, Architects, Photographers BISAC 2 LIT004080 LITERARY CRITICISM/Canadian
sales handle
Julie Wilson, the queen of literary voyeurism, assembles a panel of award–winning authors, poets, and editors to create the defjnitive guide for what to read when.
description
Read Findley the fjrst time you get fjred. Save Barney’s Version for a bad breakup. Canada’s new lit nerds dish on when to crack the classic novels you’ve been meaning to read. Wilson’s panel of experts navigate the murky landscape of literature as fjrst laid down by your grade school English teacher. However, this list replaces Austen with Atwood, Dickens with Davies, for a compendium
- f life-changing books for the modern Canadian bibliophile.
Each has expertly woven in their own stories of how these books shaped them as readers, as writers, and as people during pivotal life moments – everything from the time David Bezmozgis got a bad tattoo to the day Jeramy Dodds lost his job. Read together, these stories show us the one thing all great literature has in common: it changes us, forever.
lifestyle
5 1⁄2 X 8 1⁄2 , 240 pages Trade Paperback, E-book
$24.95, $19.95 publication date
April 2013
rights sold
First rights to The Walrus $500 Second serial rights to Geist $200
print run
3,000
SLIDE 29 30 PAVE PUBLISHING
blurbs
“An unabashedly Canadian look at modern literature…This is a beautiful book about beautiful books.” – Shelagh Rogers, host of CBC Radio 1’s The Next Chapter “…A top-notch collection of Canada’s emerging literary talent. These are the ones to watch.” - Mary Schendlinger, Co-founding and Consult- ing Editor at Geist
audience
University-educated, literary-minded 20-35-year olds, the type who read Geist and The Walrus and have been meaning to read Atwood’s backlist titles, but haven’t yet. This audience participates in small book clubs and really loves to discuss books. There’s also a bonus market
- f high school students and fjrst-year university students studying
- literature. Educators, specifjcally grade 11 and 12 English teachers, who
desire a fresh take on the classics in order to engage high school stu-
- dents. They follow education blogs where we might promote this book.
key selling points
The book is told as a series of beautiful narratives written by some of Canada’s best young writers and editors. The ties to real-life stories make the classics accessible and applicable. Julie Wilson has a formidable online platform and is well-connected to national media. The list of books is unabashedly Canadian, which immediately places it into the discussion of which books are part of the Canadian canon.
sales channels sales numbers
Chapters/Indigo 1200 Independent Bookstores 800 Special 100 Amazon 100 Library 600 Total 2800
SLIDE 30 31
author information
Julie Wilson is the author of Seen Reading and a producer at 49thShelf.
- com. She is the past online marketing manager for House of Anansi
Press and the past host of the CBC Book Club. She created Seen Read- ing as a collection of microfjctions, which have been featured on the CBC, Quill & Quire, The National Post, and The Globe and Mail.
contributor information
David Bezmozgis - Author of The Free World, shortlisted for the Giller Prize and the GG Award. Sasha Chapman - Managing editor of The Walrus, honors degree in English Lit. Lynn Coady - Author of The Antagonist, shortlisted for the 2011 Giller Prize. Jeramy Dodds - A poet, a Trillium Book Prize winner, and shortlisted for the 2010 Griffjn Poetry Prize. Esi Edugyan - Author of Half Blood Blues, winner of the 2011 Giller Prize. Michal Kozlowski – Assistant Publisher of Geist Johanna Skibsrud - Author of The Sentimentalists, winner of the 2010 Giller Prize. Carrie Snyder - Author of The Juliet Stories, shortlisted for the 2012 GG Award. Patrick de Witt - Author of The Sisters Brothers, winner of the 2011 GG Award. Audrée Wilhelmy - Author of Oss, shortlisted for the GG Award.
author place of residence
Toronto, Ontario
author’s previously published books
Seen Reading Other publications: The National Post, The Globe and Mail, CBC.ca, Taddle Creek, Maisonneuve.
SLIDE 31 32 PAVE PUBLISHING
review quotes
“Seen Reading might be one of the most whimsical books I’ve read in a long time… [any reader would] be moved by the material and, in the best possible way, yearn for more.” – The Globe and Mail
comparable and competing titles
Hooked on Canadian Books: The Good, the Better, and the Best Cana- dian Novels since 1984, T.F. Rigelhof, 13 March 2012, hardcover, $32.00 Reading the 21st Century: Books of the Decade, 2000 – 2009, Stan Persky, 25 July 2012, paperback, $22.95
SLIDE 32 33
MARKETING SUMMARY strategy
We want to turn Read Atwood into a topic of conversation, something literary-minded people have an opinion about. Julie Wilson will join the national conversation about the Canadian canon, using her title as a reference point. We’ll partner with Canada Reads, using the CBC’s book battle as a platform for discussing our title and why it’s an impor- tant source of opinion and information on Canadian novels. We’ll ad- vertise in independent bookstores, 49th Shelf, and literary magazines in order to reach an audience of devoted readers and book lovers. Whether people agree with our list or not, the point is that they’ll be talking about it and buying it.
pre-publication
Start a blog called “Read Atwood When You Get Arrested,” as a component of Julie’s current online presence (tied together with Seen Reading.com and the Book Madam), featuring Julie’s signature Skype interviews with each of the contributing authors. This blog will ofger users free e-books as prize incentives for sharing their stories about how a Canadian book changed them in some way during an important moment in their life. There will also be a space for themed reading lists on the website, where users can contribute, comment, and vote. Julie will add her own lists every few weeks. Cost: $100 (domain name, blog advertising on Facebook through promoted posts) Right before publication, we’ll ofger two big prize packs for the best stories from contributors. Winners will receive a copy of our book, and the works of the contributing authors (one from each). Cost: $100 (mailing – books donated by contributing au- thors or their publishers) Press kits and ARCs sent out to long-lead magazines like Maclean’s, The Walrus, Geist, FLARE, Chatelaine, Reader’s Digest, and Elle Can- ada. Cost: $100 (mailing)
SLIDE 33 34 PAVE PUBLISHING
Press kits and ARCs sent out to online magazines like Rabble.ca and The Tyee, as well as national and local newspapers, most importantly The Globe and Mail and The National Post. Cost: $150 (mailing) Press kits and ARCs sent out to book bloggers. The press kits will mine the discussions happening on the blog. Cost: $200 (mailing)
upon release
Ad campaign in Canadian literary magazines and awards programs, featuring headlines like “Read Findley When You Get Fired” and “Read Davies When You’re Depressed.” Cost: $1500 Julie will lead a big media blitz in Toronto. Pitch exclusive interviews to Cityline, Jian Ghomeshi on Q, and interviews with national newspapers. Cost: $650 A feature in Quill & Quire. Author interview on Cityline and George Stroumboulopoulos Tonight.
post publication
Partner with Geist’s in-school program, including copies of Read Atwood as part of the package for students. Total Cost: $2,800
SLIDE 34 35
METADATA title: read atwood when you get arrested subtitle: how to punctuate life’s big moments with the best canadian books editor/compiler: julie wilson contributing authors: david bezmozgis, sasha chap- man, lynn coady, jeramy dodds, esi edugyan, johanna skibsrud, carrie snyder, audrée wilhelmy, patrick dewitt formats: price:
Trade Paperback
$24.95 E-book $19.95 BISAC 1: BIO 001000 BIOGRAPHY & AUTOBIOGRAPHY/ARTISTS, ARCHITECTS, PHOTOGRAPHERS BISAC 2: LIT 004080 LITERARY CRITICISM/CANADIAN
publication date: April 2013 supplier:
Trade Paperback HarperCollins E-book
Trade Paperback
E-book
Cover Image, Table of Contents, Reviews, Awards, Author Bio, Product Region, Barcode Cover Image, Table of Contents, Reviews, Awards, Author Bio, Barcode
SLIDE 35 36 PAVE PUBLISHING
PROFIT & LOSS DATA FORM
Print Run Format: Price: Quantity printed:
Trade Paperback & Ebook ($24.95 & $19.95) 3,320
Units Sold Paperback: Ebook:
Rights Income (less 50% to author)
Grants Awarded BDIP: Canada Council: Total Grants: Advance Earned Advance: Unearned Advance: Variable Costs: PPB/unit: Royalties: Print Ebook Developmental Costs Editorial: Production/Design: Digital Conversion: Total Developmental:
3,320 250 $700 $423 $3,000 $3,423 $3,000 $7,532 $0 $1.60 10% 25% $3,150 $2,350 $300 $5,800
SLIDE 36 37
PROFIT & LOSS CALCULATION
Revenues:
Revenues: Rights:
Grant Funding:
$34,916 $700 $3,423
TOTAL $39,039 Cost of Goods:
Development Costs: PPB less $200 discount: Royalties: Freight In:
Gross Margin: Less Provisions:
(including bad debt, author advance w/o, inventory w/o)
Gross Profjt: Direct Costs:
Sales Commissions: Marketing Costs: Warehouse & Fulfjllment:
General & Administrative:
Allocation 15%
Contribution to Profjt:
$5,800 $7,502 $7,532 273 $2,315 $2,807 $1,047 $5,237 $21,107 (51%) $17,932 $1,389 $16,543 $11,406 (15%) $5,136
SLIDE 37
SLIDE 38 39
WILL THIS MAKE ME FAMOUS?
TIP SHEET
Will This Make Me Famous? Stencil Art, Wheat Pasting, and Wall Pieces in Rain City Author: Timothy Taylor
BISAC 1 ART000000 ART/General BISAC 2 ART058000 ART/Graffjti & Street Art
sales handle
A stunning snapshot of the street art movement in Vancouver and the unsung artists who bring life to the city’s streets.
description
JERM IX. iheart. The Dark. Space Kitten. You’ve seen their artwork on Vancouver streets, but do you know who they are? While street art is going mainstream, as a cultural movement it still lurks behind concealed identities and late-night shadows. Will This Make Me Famous? sheds light on the artists and the work that has earned them a place in the lifeblood of Vancouver. Inspired by Timothy Taylor’s research into street art culture for his novel The Blue Light Project, this collection of Rain City’s ephemeral art captures the soul of the city and the people who live to create it.
blurbs
“A thought-provoking and inspiring collection. You don’t realize the full scope and impact of Vancouver’s street art until you see it all in one book.” – Douglas Coupland
audience
People who want to collect a piece of Vancouver’s history before it is
- gone. These are alternative collectors who look for art artifacts in non
- traditional places. Tourists who take part in walking tours of the city
art book
8 1⁄2 x 9 , 160 pages Trade Paperback 180 colour photos
$27.95 publication date
September 2013
rights sold
First Serial to Georgia Straight $100
print run
3,120
SLIDE 39 40 PAVE PUBLISHING
and experience the art (or street art like it) and want to take a piece of that culture back home with them. Proud Vancouverites who love their city and know something about the community of artists and creators who work and live in this unique spot will also want to have this book
- n their (DIY) cofgee table.
key selling points
Never before seen commentary from street artists, explaining their work, intentions, and processes. Award-winning author whose personal interest in street art creates an engaging and authoritative narrative. Taylor’s 2011 novel, The Blue Light Project, features a street artist as the main character. Preservation of street art masterpieces on the printed page before they disappear Interest in street art is increasing due to growing movements, such as the Street Art Showcase in Toronto, and 2011 Academy Award nomi- nee for best documentary of Exit Through The Gifu Shop, directed by famed British street artist Bansky.
sales channels sales numbers
Chapters/Indigo 700 Independent Bookstores 300 Special 1870 Amazon 50 Library 200 Total 3120
author information
Timothy Taylor is an award-winning novelist, short story writer, and
- journalist. His short story “Doves of Townsend” won the Journey Prize
in 2000 and his debut novel, Stanley Park, was nominated for the Giller
- Prize. Taylor is currently a contributing editor at Vancouver Magazine
and a regular contributor to the Walrus. His most recent novel, The Blue Light Project, explores street art as a means of cultural expression. It was awarded the CBC’s Bookie Prize in the literary fjction category. Taylor lives in Vancouver.
SLIDE 40 41
author place of residence
Vancouver, British Columbia
author’s previously published books
The Blue Light Project, Knopf Canada, 2011 Story House, Knopf Canada, 2006 Silent Cruise, Vintage Canada, 2002 Stanley Park, Vintage Canada, 2001
review quotes
“Timothy Taylor is without a doubt one of Canada’s fjnest writers.” – Steven Galloway, author of Cellist of Sarajevo “An exhilarating, at-times alarming, read—not a call to arms so much as a call to the regenerative power of art.” – Alissa York, author of Fauna and Effjgy “...Taylor will one day be a Canadian icon.” – J.C. Sutclifge, The Globe and Mail
comparable and competing titles
Vancouver Special, Charles Demers, Arsenal Pulp Press, 2010, Paper- back, $24.95 Public Art in Vancouver: Angels Among Lions, John Steil and Aileen Stalker, Touchwood Editions, 2009, Paperback, $19.95 Street Renegades: New Underground Art, Francesca Gavin, Lawrence King Publishers, 2007, Paperback, $26.95
SLIDE 41 42 PAVE PUBLISHING
MARKETING SUMMARY strategy
Will This Make Me Famous? will be marketed as a one-of-a-kind snap- shot of street art in Vancouver. This is an afgordable collector’s item for people visiting the city and the perfect gifu item for Vancouver-philes. The marketing plans for this book capitalize on the community of artists and creators who bring the city to life. The campaign meets tourists and locals at the street level, giving them the chance to get involved with the artists and the movement. We would like to position it within the graffjti book movement as a whole, as a contribution to world-class street artworks, and within the Vancouver market as an
pre-publication
Street sticker campaign: art stickers with artist names and links to project website + Emily Carr art students will hand out their designed street art stickers in high foot-traffjc Vancouver intersections one week prior to launch party; promoting both exhibit and book (teams at UBC bus loop, Broadway and Cambie, Broadway and Com- mercial, Granville and Georgia) + Retailer bonus: 100 free stickers for every 10 copies a retailer purchases Cost: $680/10,000 from jukeboxprint.com Promotion of launch party/art show + Hosted in partnership with VAG; ad on their website and at gallery + 100 13 x 18 posters to be placed strategically in galleries, li- braries, shops, and schools around Vancouver (especially VAG, Vancouver Library Central Branch, Alife, Emily Carr) + Cross-promotion of launch party from sticker campaign Cost: $120/100 13 x 18 posters from jukeboxprint.com Limited Release Reusable Tote Bags: made in Vancouver, featuring printed images from book and sold at VAG gifu shop and locally owned shops around Gastown, Main Street, Commercial Drive, etc. Cost: 500 x $20 each (sold at cost, cost recuperated)
SLIDE 42 43
Review Copies to Vancouver Blogs and Media: + Street Art Vancouver + Vancouver is Awesome + Vancity Buzz + The Tyee + Scout Magazine + Vancouver Sun + The Province + Georgia Straight + West Ender + Vancouver Magazine Cost: 10 x $20 = $200 Get Timothy Taylor to drop hints on his blog and out and about. Work his magazine connection! Vancouver Magazine especially. Cost = Author’s time Advertising Contests through Timothy Taylor, Downtown Vancouver, and Miss 604 to broaden audience (copy of book and bag each) Cost: 3 x ($20 + $20) = $120 Social Media campaign on Facebook, Twitter and Flickr to raise aware- ness and start dialogue/photo sharing + Get talking with @StreetArtVan, Culture Crawl, etc. and local media personalities like the morning radio hosts from the Peak FM. + Share photos of Vancouver street art sightings to win on Face- book and Twitter: 2 x book and bag Cost = 2 x ($10 + $20) = $80, campaign managed in-house Downloadable stencils: “WILL THIS MAKE ME FAMOUS?” Collaborate with Vancouver Street Art website and Flickr stream to encourage user content sharing Cost: in-house maintenance
SLIDE 43 44 PAVE PUBLISHING
post publication
Launch party/exhibition at VAG, in collaboration with street artists + Featuring original works and photography of Vancouver-based street artists + Invites for traditional and social media: push “new face” of street art as skilled crafusmanship rather than graffjti. Cost: $700 for rentals, $850 for catering. Media invites . Continue to manage Social Media presence Cost: in-house. Marketing Budget: $3,063 Total Costs: $2,750
SLIDE 44 45
METADATA title: will this make me famous? subtitle: stencil art, wheat pasting, and wall pieces in rain city author: timothy taylor formats: price:
Trade Paperback
$27.95
bisac 1: ART 058000 ART/GRAFFITI & STREET ART bisac 1: ART 000000 ART/GENERAL publication date: September 2013 supplier:
Trade Paperback HarperCollins
Trade Paperback
Cover Image, Table of Contents, Reviews, Awards, Author Bio, Product Region, Barcode
SLIDE 45 46 PAVE PUBLISHING
PROFIT & LOSS DATA FORM
Print Run Format: Price: Quantity printed:
Trade Paperback ($27.95) 3,400
Units Sold Paperback:
Rights Income (less 50% to author)
Grants Awarded BDIP: Canada Council: Total Grants: Advance Earned Advance: Unearned Advance: Variable Costs: PPB/unit: Royalties: Print Developmental Costs Editorial: Production/Design: Total Developmental:
3400 $100 $518 $3,000 $3,518 $3,000 $8,399 $0 $3.63 10% $4,100 $350 $4,450
SLIDE 46 47
PROFIT & LOSS CALCULATION
Revenues:
Revenues: Rights:
Grant Funding:
$41,995 $100 $3,583
TOTAL $45,678 Cost of Goods:
Development Costs: PPB less $200 discount: Royalties: Freight In:
Gross Margin: Less Provisions:
(including bad debt, author advance w/o, inventory w/o)
Gross Profjt: Direct Costs:
Sales Commissions: Marketing Costs: Warehouse & Fulfjllment:
General & Administrative:
Allocation 15%
Contribution to Profjt:
$4,450 $12,342 $8,399 300 $1,038 $2,776 $1,260 $6,299 $25,491 (48%) $20,187 $2,230 $17,957 $11,373 (16%) $6,584
