Almighty painter

Chapter 222 Everything is ready
The cover art of the album "The Little Prince" adopts such an art-level printing method, and the illustrations in the pages of other works are still printed in CMYK with a relatively low cost.

Finally, staple them together.

"It would be great if all the illustrations could be individually calibrated and printed."

Anna is still a little bit dissatisfied.

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

Osborn laughed dumbfounded.

Art catalogs are expensive all over the world.

In Dongxia, where book printing and labor costs are the lowest, an exquisite picture book with dozens of pages is often sold at the same price as a packaged encyclopedia.

"In 19, I dealt with Ms. JK Rowling to publish the book script of the new version of the stage play "Harry Potter and the Cursed Child", and it was only set at 25 pounds. Just this, I have received countless Negative feedback, thinking that we are shamelessly eating black money from fans’ sentiments. According to the survey report of the group’s marketing department, twenty pounds is the bottom line if we want to obtain greater shipments. No matter how high the setting is, the profit per piece cannot make up for the total The loss due to volume decline is not worth it.”

"It's not a textbook that you have to buy. Readers don't have to choose The Little Prince from the Scholastic Group." Osborne shrugged.

"Printing costs are actually not a big deal. No matter how expensive the ink is, how much is it worth? If I were a publishing house, I would rather squeeze some profit margins."

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

Ha ha.

Osborne laughed twice, rolled his eyes, and remained silent.

The fact that books are expensive is a social phenomenon in Europe and America, and what Anna said about suppressing profits doesn't count, even what Osborne said doesn't count.

Various publishing groups compete with each other in many aspects, but they are not interested in engaging in price wars.

Those best-selling e-books in the Kindle store, Star Wars comics, a small volume without any physical printing costs, still cost more than ten pounds.

"Okay, don't worry. CMYK is already a high-end printing method. The standard color difference in the industry is plus or minus 10%. Scholastic Group's own production line can control it at 3%, and the effect will not be too bad."

Osborne chatted casually: "You really care too much about this set of books. His manager, that Mr. Sloth who hides his face, has an old relationship with you, right?"

"Your aunt's classmate? Or some other friend you know?"

The girl blinked her eyes, and gave Uncle Osborne a "guess" smile in a very mysterious way.

"This illustration is worth the hard work. Now that we have decided to reverse the draft again, it is really a loss if we don't do a good color correction, control every color difference to perfection, and restore all the strokes of Detective Cat. Also Live up to such a work."

Anna changed the subject: "Especially those eyes, Uncle Osborne, they are a pair of magical and moving eyes, am I right?"

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

"The new illustrations are good, but the old ones are also good." Osborn didn't think so. "Not everyone agrees that it is necessary to change the manuscript."

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

"I... I actually don't know."

Osborn hesitated for a moment: "From an artistic point of view, this illustration is of course good. But Anna, you know, your uncle and I are a businessman. Businessmen believe more in marketing and brand gimmicks, but it is difficult for such things as artistry. What huge expectations to have because it's out of control."

Osborne cut off a corner of the Wellington steak and threw it into his mouth: "I believe in your vision, Anna, and I also think this is one of the best illustrations I have seen in my many years of work. But it is just An illustration, I don’t dare to put much hope in it.”

"There are many scenes in the history of books where illustrations create miracles." Anna said softly.

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

"I can't just see an illustration of a painting and think it can become the next "Nils's Travels with a Goose" or "The Wind in the Willows". Perhaps the artistry can be compared, but the business logic is different. "

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

Anna shook her head and corrected Osborne's statement: "She is not the next "Nils' Goose Traveling" and "The Wind in the Willows". It is higher than that."

"Beautiful things always touch people's hearts. This is just the most simple and simple physiological feeling, which has nothing to do with artistic logic or business logic."

"Anna, it seems that you are very confident in the sales of this set of books. This is the best, but I also hope that under the leadership, I can publish a set of classic books that will sell well for many years in the future."

Osborn turned his head, "It would be great if the words and illustrations complement each other."

"I read the translated version by Dean Hawke of Oxford University. The text is elegant, without the old pedants who study traditional English literature and the habit of using long, curvy words indiscriminately. The text is very classic."

"The picture of 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 picture——"

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

Anna tapped the table with her jade-like knuckles, speaking confidently and firmly.

Osborne did not speak.

He just looked at the resolute Anna quietly for a few seconds, and finally smiled helplessly: "Little Anna, I don't even know whether this persistence and seriousness are your strengths or weaknesses. I can only say that you are still the same as when you were a child." look."

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

unlock screen,

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

"This is indeed an impressive work." Osborne thought.

He didn't know if Anna's assertion just now was just blind confidence in Detective Cat.

At least a little bit of Osborne believes the girl should be right.

The new illustration of Detective Cat is indeed a very charming work.

Especially the little boy on the dunes has magical eyes. Even after he received the drawing, he subconsciously set the "Little Prince on the Dunes at Night" as the cover of his mobile phone.

When Osborn previously received the manuscript submitted by the art department led by Charlie.But never felt like this.

perhaps……

It was possible, and Miss Irene was right.

"Then I will lend you a good word, Anna."

Osborne licked his lips, and was also a little excited by the girl's words.

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

Osborne clicked on the phone a few times, and then passed the phone along the dining table, "This is our new publication advertisement."

advertise?

Anna wiped her fingertips with a wet towel, then took Osborn's cell phone.

Marketing is a must-learn 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 a large-scale exposure strategy can achieve the effect of good wind sending me to Qingyun by force.

Defoe's "Robinson Crusoe", J. D. Salinger's "The Catcher in the Rye" and Fitzgerald's "The Great Gatsby" are all classic cases that the book marketing industry must learn.

In 1925, the publisher of the latter published the slogan "Epoch-making work of this century", "The greatest novel in American history", and "Concentration of the imprint of the 20th century" on the "New York Times" are all very classic. The slogan attracted many people to enter the store and choose to buy a copy of "The Great Gatsby" to see what happened, creating a sales record at that time.

In the past 20 years, Scholastic's largest book promotion campaign was a series of marketing activities for the finale of the Harry Potter series, "Harry Potter and the Deathly Hallows", before it was put into the book market.

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

The publishing house even directly arranged for Ms. J.K. Rowling to hold symposiums on top variety shows such as "Ellen Show", "Today Show" and "Oprah Show" with tens of millions of viewers.

The advertising expenditure in the London area alone is calculated in millions of pounds.This kind of generous marketing has pushed the sales of "Deathly Hallows" to an outrageous and terrifying figure of [-] million copies.

Anna understands that "The Little Prince" cannot be qualified for such a huge amount of resources invested by the group.

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

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

There are only a few simple shots, but it is not a promotional content of pure stars with words and push books, but a small and brief plot, which is the so-called story advertisement.

A story about a crying little girl.

The video that Anna sees in her hand is the work completed by the publishing house with the BBC's professional advertising team 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 shots from different perspectives collected in the monitoring room to preserve the real sense of presence.

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

One to say one,

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

Fortunately, the monitoring system of the market simulation bookstore in the European headquarters building of the Scholastic Group 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 shopping, which is not comparable to road surveillance.

The advertising team then carried out corresponding post-processing such as image quality enhancement and algorithmic frame supplementation on the surveillance video on the film and television post-production software.

There are still differences in the video screen, highlight dynamics and the professional 8K movie camera shooting effect in the mobile phone, but the effect is better than that of common mobile phone cameras.

It's already working for TV commercials, too.

Ana doesn't care about the picture quality.

She was pleasantly surprised to find that although the scene of this advertisement is extremely simple and the creativity is not new, the expressions of all the actors are very real.

Especially the moment when the little girl's expression changed - that ignorant, innocent smile with missing teeth can easily infiltrate people's hearts.

Anna watched the ad several times.

She dragged the progress bar of the mobile phone back from the slogan "Scholastic Publishing Group, let children meet the beautiful world in reading" at the end of the screen, and it was fixed on the little black girl.

"It's very real. This little girl's acting skills are really good. Which child star is she?"

"Child actor? Oh no, it's live footage from Detective Cat and Wehrlein's marketing campaign. I don't think there's anything more real than that."

Osborne smiled: "The video you saw is 96 seconds long, and it will be updated on the group's official account and YouTube account. There are also two 60-second and 30-second versions, and the content is pretty much the same It’s just that the choice of editing is different, and it will be put into urban rail subways and programs of different TV stations according to the advertising expenses.”

"The director's team suggests—"

Osborn even bent his thumbs and index fingers to his chest, and made a gesture of brackets: "We will add [the content of the advertisement is completely recorded in real life, real scenes. It is not a script plot] at the bottom of the official video Explanation of Deduction]. The BBC team thinks the marketing effect must be very good.”

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

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

"You don't need to thank me. It's not my decision. Just two subway stations, Stratford and London Bridge, with more than 10 people, video ads cost 3000 pounds per second. "The Little Prince" project team The budget can't afford expensive TV commercials."

Osborne waved his hand: "What you saw was this year's Scholastic Group's corporate promotional video and the planning advertisement for the Easter book shopping season, not the promotional advertisement for "The Little Prince."

Publishing groups with a market capitalization of over US$[-] billion produce their own corporate videos every year.

During the Easter promotion season, Christmas holiday, Black Friday and other important consumer and shopping times in the West, they will also launch their own products on various media channels like the Dangdang book season in Dongxia and the Double Eleven Shopping Festival. Shopping promotion ads.

Morgan directors liked how the ad came out.

"I think Director Morgan successfully persuaded the board of directors in North America to replace the originally planned promotional video advertisement and make it the publisher's corporate promotional video for this year. It mainly promotes the children's book business of the Scholastic Group—"

"And our "Little Prince" was lucky to get on this ride."

In her heart, Anna praised her good luck with Ms. Detective Cat.

The girl felt that this was not only luck, but also inevitable. The little girl's reaction just proved the excellence of Ms. Detective Cat.

Good luck just let the camera record this scene.

"A free ride? No, it's not a free ride but a free rocket." Osborn couldn't help showing a smile that was hit by a pie.

(End of this chapter)