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Penguin publishers using online social networking to attract teen readers
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Photo by Kendra Chaparral
YA Central is Penguin publishers' new online endeavor to attract teen readers. The network offers book information and entertainment specifically for teens. The site is being marketed to schools, libraries and parenting Web sites and blogs. Penguin, like other publishers in the industry, is experimenting with the latest online trends to reach a young adult market. New formats are especially important when seeking to connect books and new technologies.
YA Central is part of Penguin's slightly convoluted Web site. Their Publisher's Office page is set up like a "seasonally published" magazine. YA Central, Episodes 1-4, are under Screening Room, seemingly called so because the interviews are videos.
The current volume focuses on Laurie Halse Anderson. Celebrating the 10-year anniversary of her book Speak, Anderson reflects on her earlier and new work, including Wintergirls. Taking a cue from the film industry, most new books have trailers. Episode 3 is the trailer for Wintergirls. Episode 4, the longest of the videos at 26:42, shows teen fans chatting with Ms. Anderson. This is a typical YA Central experience in a nutshell.
Viewers also have access to other author interview videos, book trailers and behind-the-scene footage. Penguin is promising book club discussions, too. The Publisher's Office Bulletin Board lists information about overall current content. Aimed at readers of all ages, toddlers to business readers will find something of interest. Penguin offers a Suggestion Box to email ideas as well.
Parents sometimes hesitate to accept that true reading can take place online. Today's publishers understand that many teens are voracious readers. Companies have to keep up with this fast-learning age group. The goal of parents and publishers should be to get kids reading.
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