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'Potter' publisher looks to promote next big thing
(Agencies)
Updated: 2008-09-02 10:58 "Harry Potter" was born in the brain of Rowling and immortalized by millions worldwide. The staff at Scholastic, and the British publisher, Bloomsbury, were sure they had a hit, even a classic, but not a record breaker. Other children's franchises, including "Clifford" and "Junie B. Jones," began simply as books and expanded only in response to public demand. "I remember when 'The Sisterhood of the Traveling Pants' first came out; nobody knew it was going to be so big. That's how it works. You need the kids to grab onto a book and tell each other about it," says Beth Puffer, manager of the Bank Street Bookstore, based in New York. "I can't think of a phenomenon that was presented that way from the start. This is a very unique situation." Puffer and other booksellers are enthusiastic about "39 Clues," although unsure whether it will be a sensation. Kimberly Diehm, co-owner of the Neverending Story Children's Bookshoppe in Las Vegas, calls the first volume "a perfect tale" by Riordan, but says she has noticed little discussion about it among her fellow retailers. Becky Anderson, co-owner of the Anderson Bookstores in suburban Chicago, says she is a little wary of the project's ambitions: "It was presented to us as the thing that's going to replace 'Harry Potter."' But she was "blown away" by "The 39 Clues." "We're investing big in this," she says. "I think we see it as a way to get saying all TV is bad, all computers are bad, and all books are good," says Scieszka, appointed last year by the Library of Congress as the National Ambassador of Young People's Literature. "Kids know that it's not true; there is great television and there are great games. I just also want to make sure that we don't forget what's unique about a book, losing yourself in an extended narrative." "I think it will be fascinating to find out if this is a trend that we'll be seeing a lot more of," says Dutton senior editor Ben Sevier, who added that he and other publishers would be watching how the public reacts to "The 39 Clues." "It's hard to manufacture a phenomenon," he says of the series. "It's an enormous risk, and it signals an enormous enthusiasm." |
