Jenny Bent, Susan Katz, Joy Peskin, Marisa Russell, Hannah Moskowitz, Betsy Bird. Photo by Galo Delgado.

What are the ingredients that make up a YA bestseller? A panel of seasoned publishing professionals addressed this question and many more at the Women’s National Book Association NYC chapter’s event “The Making of a Young Adult Bestseller-From Acquisition to Reader,” November 14. It was moderated by New York Public Library’s youth materials specialist and Fuse #8 blogger Betsy Bird, at Manhattan’s Wix Lounge, a free work and event space for creative professionals.

Over the course of two hours a group of industry hopefuls—aspiring writers, editors, and agents—heard insider tips, advice, anecdotes, and encouragement from representatives involved in each of the major stages of children’s publishing. Speakers included Jenny Bent, founder and literary agent at the Bent Agency; Susan Katz, president and publisher at HarperCollins Children’s; Hannah Moskowitz, author of several books for teen and middle-grade audiences; Joy Peskin, editorial director at Farrar Straus Giroux for Young Readers; and Marisa Russell, publicity manager at Penguin Young Readers.

The panelists agreed that while there is no magic formula for acquiring and finding “the next big thing,” chart-topping hits usually have a few key elements in common.

When taking on clients and new manuscripts, Bent looks for the perfect balance of great writing and a phenomenal idea. She said she asks herself “Does it leap off the page? Will it resonate with young adult readers?”

Photo by Galo Delgado.

Peskin added that a clue to a title’s possible future success is whether at an editor’s first read, the manuscript has a magnetic pull, much like meeting an exciting new person. That initial gut reaction is what will create an advocate in an editor, who will then push for acquisition and publisher support in the months that follow.

Using the example of Veronica Roth’s “Divergent” series from HarperCollins, Katz credited spunky editors for bringing fast attention to books that deserve a closer look. Once they’ve received and read a stellar manuscript, these individuals then push for a preemptive bid—a preliminary deal, including author advance and contract terms—so high that it would allow a publisher to sign up the book before any auction with competing imprints. “Unfortunately, there are a lot more misses than home runs,” she says, as a high advance doesn’t always equal a grand slam.

Moskowitz, who recently experienced a small auction for one of her titles, assured the audience that an editor’s enthusiasm and connection to the work is just as important as contractual stipulations. “I knew which publisher I wanted to work with on Zombie Tag (Roaring Brook, 2011), because the house sent me the offer in a zombie-themed coffin,” she recalled.

In this competitive market, an author’s ability to self-promote and speak about their book is a publicist’s dream. In addition to a major hook and raising awareness on a new title via radio, print, bloggers, and social media, building buzz through author appearances can really impact a novel’s staying power.

“We were amazed at how YA author, Rae Carson, a former beauty pageant contestant, totally compelled her audience at the New York Comic Con,” Russell said. But if writers are not up to speaking in public, there are different ways they can build a relationship with their readers. “Find your own means of connecting,” whether it’s through Facebook, Twitter, or blogging,” Bent recommended.

For her part, Moskowtiz explained, “I don’t use social media to expand my audience, but to cement it.”

Social media is especially important for authors who self-publish. For those writers, success requires a lot of time dedicated to promotion and marketing. “Trying to sell your self-published novel is a full-time job in itself,” said Bent, who represents both traditionally and self-published writers.

Citing the “Pete the Cat” picture book series (HarperCollins), which was sold by the creators to thousands of fans before being picked up by the publisher, Russell added that popular self-published authors often bring along a built-in fan base to build on.

When publishers feel like they have a potential blockbuster in their hands, they spend considerable time branding the book, brainstorming covers, title, and taglines, and soliciting advance praise in order to provoke excitement.

Peskin struggled with fine tuning the title for YA novelist Leila Sales’s next book, This Song Will Save Your Life (Farrar, 2014), changing it several times before she and Sales were completely satisfied that it accurately reflected the work’s caliber. Bent praised Abrams for getting the packaging just right for A.G. Howard’s Splintered (Abrams, 2013), a creepy retelling of Alice in Wonderland.

In the end, panelists agreed, there’s really no telling whether a book will meet its high expectations, even it if has all the right elements: riveting writing, perfect trappings, and savvy and connected author. The experts encouraged participants to keep working on their craft, and to persevere.

“Write the story that only you can write,” Peskin advised.

Space are meaningless without meaningful connections with adults and peers in libraries. #engchat

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@meenoorami

Meenoo Rami

Moran, Superintendent of the Albemarle County Public Schools in Charlottesville, VA, and Socol, a special education technology scholar at Michigan State University’s College of Education in East Lansing, emphasized that it’s crucial to the survival of librarians that they keep up with today’s technology driven world.

But how imperative are ebooks? Many tweeters cautioned against wholeheartedly embracing this technology. Middle school librarian Deven Black (@devenkblack) reminded participants that access to ebooks in poorer schools is limited. Jenn Cook (@cookout70), an associate Professor of English and Education at Rhode Island College, warned that abandoning physical books may make libraries less inclusive: “Just like when millionaires talk about poverty, when we assume that ‘change’ means going digital/virtual, we leave many behind.”

Similarly, Buffy Hamilton (@buffyjhamilton), a high school teacher in Canton, GA, and blogger at The Unquiet Library, urged restraint among librarians who view electronic materials as “a one size fits all solution.” Though ebook distributors like OverDrive may seem to hold all the answers, she noted, not all libraries can afford them, and their content may not be essential or interesting to students.

Participants agreed that librarians must maintain traditional skills—such as readers’ advisory—but also be savvy to new trends in order to stay relevant. Becky Fisher (@BeckyFisher73), an educator in Charlottesville, VA, tweeted that “Contemporary librarians have to understand contemporary means of accessing and making information!” and encouraged them not to fear sites like Wikipedia. Going back to basics, librarian Kathy Kaldenberg (@scsdmedia) stressed the importance of encouraging a love of literature: “Hands down. The most effective thing we do at our library is read the books and give personal recommendations.”

Librarians aired frustration that administrators on tight budgets do not always accept evidence showing that libraries improve student learning. Julie Goldberg (@juliegoldberg), a librarian in Rockland County, cited a three-year study conducted by the Center for International Scholarship in School Libraries (CISSL) at Rutgers University showing that school libraries have a positive effect on student achievement  but lamented that “many decision-makers are unaware.” Hamilton tweeted, “many librarians are attempting to lead change but meet tremendous resistance from admin and faculty.”

Participants agreed that libraries should be warm and innovative environments, but opinions differed over whether they should also maintain quiet spaces. Shannon DeSantis (@shdesant), a library science graduate student at Syracuse University, tweeted that “the days of the shush library should be over. We want our space to be collaborative and welcoming!” On the other hand, Fisher spoke for many participants when she described her ideal space: “We are looking at providing cozy, quiet, curl up with a book spaces as well as noisy, collaborative, make things happen ones.”

Though participants had many diverse ideas about what future libraries must look like in terms of space and technology concerns, the belief that librarians are vital to the success of a school was a constant. Meenoo Rami (@meenoorami), founder and moderator of Engchat, underscored that what students need most is committed librarians: “Space are meaningless without meaningful connections with adults and peers in libraries.” Participants who want to continue the conversation can use the Twitter hashtag #sljsummit to follow Socol and Moran’s thoughts about the evolution of libraries at the Leadership Summit.

Held at the at the New York Public Library, the speakers on the “The Changing Relationship Between Reader and Writer” panel discussed how much of their personal lives they share with readers. Moderator Karen Halpenny, vice president of Children’s Media Association, a nonprofit organization dedicated to distributing quality media to kids and young adults, brought up author John Green’s relationship to his audience as an example of the problems that can arise from a strong online presence. Although Green is famous for his enthusiastic interaction with his readers, he includes a page on his Tumblr site in which he urges fans to observe appropriate behavior when contacting him—and asks them not to come to his house or locate his address.

Adele Griffin prefers to maintain a healthy distance from her fans. She talked about her respect for Newbery-winning author and National Ambassador for Young People’s Literature, Katherine Paterson, and her approach to meeting fans. While Griffin feels a strong connection with the beloved children’s book author and appreciates her books, she found Paterson much more reserved in person. Similarly, Griffin strives to establish a sense of intimacy with her readers through her written work rather than through real life encounters.

Sheinmel addressed how her fans perceive her, as well as her sense of obligation toward them. Because her upcoming novel, Stone Girl (Knopf, 2012), about a teenager coping with anorexia and bulimia, is based on personal experience, she feels a duty to handle body image issues responsibly when talking to readers. While the advanced reader copy of Stone Girl included a note detailing her own history with these disorders, Sheinmel ultimately decided to remove it, saying that she didn’t want it to affect the way fans viewed either her or her work.

Michael Northrop discussed interactions with adult fans. Because writers usually show a carefully crafted, optimal persona when communicating with fans online, he believes that some fans mistake these positive interactions for real friendship. However, he acknowledged that this response is simply part of being a writer with an online presence.

The authors also described the most effective ways of using social media to connect to fans. Gayle Forman devotes much time and energy into blogging, usually taking an entire day to compose a post. Though she finds blogging time-consuming, she prefers it to Twitter because she enjoys the opportunity to have longer, more drawn out conversations with her readers through the comments section.

While the writers feel that establishing an online identity can be challenging, they all remain committed to their fans.

For more coverage of KidLitCon 2012, please see our article on Critical Reviewing in the Age of Twitter.

Moderator Jen Hubert-Swan, a blogger at ReadingRants and middle school librarian at New York’s Little Red School House, began the conversation by bringing up a recent Slate.com article, “Against Enthusiasm: The Epidemic of Niceness in Online Book Culture, ” which took aim at online book culture for creating an atmosphere in which “retweets, likes, favorites…make any critique stick out sorely” and which has resulted in bloggers who are reluctant to negatively review novels.

Although the panelists agreed that reviewers should honestly critique novels, Betsy Bird, a youth materials specialist at New York Public Library, pointed to a few who would rather limit themselves to writing about titles they enjoyed. Bird, who blogs for SLJ at Fuse #8, says she considers them cheerleaders rather than reviewers. However, Bird cautioned against writing nasty or mean-spirited reviews.

Similarly, Liz Burns, a librarian at New Jersey’s National Library Service for the Blind and Physically Handicapped and who blogs for SLJ at A Chair, A Fireplace & a Tea Cozy, advised that a critical review should be supported by quotes or references to the text. She also stated that a reviewer can apply critical analysis to books they appreciate as well as to those they dislike.

Monica Edinger, fourth grade teacher at the Dalton School, a private school in New York, and who blogs at Educating Alice, put the conversation into historical context. She brought up past authors and literary critics, such as E.B. White and Dorothy Parker, who regularly reviewed each other’s work—and often resulted in feuds and arguments. Edinger believes that the world of social media is simply making the relationships between authors and reviewers more public.

Hubert-Swan questioned whether a blogger can have a friendship with a writer and still review their work. Freelance writer Marjorie Ingall, who also writes at her self-titled blog, doesn’t “friend” or follow any authors because her journalism background makes her more sensitive to potential conflicts of interest.

On the other hand, Burns distinguished between knowing an author personally and following them on Twitter, stressing that a relationship based only on social media wouldn’t affect reviews. Above all, she emphasized the importance of transparency and stated that if she’s reviewing a book written by a friend, she always discloses their relationship in the blog-post.

Bird said she often receives responses from authors or editors who take issue with her negative reviews of their work. Similarly, Hubert-Swan talked about her experience writing critical commentary of books on Goodreads. She said she removes her negative comments if contacted by authors because she would rather not start a debate in a public forum.

The panelists concluded that many authors dealing with Internet commentary need more guidance from publishers. Sheila Barry, blogger at Making Books for Children and co-publisher of Groundwood, said that as an editor, she’s often had to reassure authors who were unhappy at receiving negative reviews. As both a blogger and a young adult author, Maureen Johnson finds herself in a unique position. She drew upon her personal experience, stating that confronting the world of online reviews is incredibly daunting for a first-time author. However, she emphasized that authors must refrain from replying to negative responses to their work to ensure that reviewers feel comfortable voicing their opinions.

These kids aren’t alone. Research suggests that as many as 20% of all high school kids and one of three 20-24 year-olds have uploaded a nude or semi-nude picture of themselves. In addition to sexting, students’ entire online presence is under scrutiny. Four times as many college admissions counselors are utilizing social networking sites this year to find qualified applicants. According to a 2011 Kaplanstudyof college applicants, 12% of students might have been rejected because they had online profiles that negatively impacted their admission chances. Imagine the shock experienced by the full ride scholarship athlete who posted racial slurs and homophobic comments on Twitter only to find, within 24 hours, all scholarship offers were rescinded by the granting institutions.

Many folks, especially young people, post inappropriate content without regard to consequences. This carelessness may be a result of the manner in which adolescent brains develop, according to the National Institutes of Health (NIH) study published in National Geographic(Oct 2011). The study revealed that adolescent brains develop with a slow and uneven arc, which results in a different understanding of their realities. They have a higher regard for reward while consequences are frequently ignored. They like the excitement, novelty or risk of an activity because it gives more weight to the payoff.

A student may admit to a posting, saying: “I did write the message. But I shouldn’t be fired for such a small thing!” They think what they’re doing is their own private business, and don’t realize that it could very quickly become public.

What can we as teachers/librarians do to help kids? Advocate for unfiltered access at the high school level to social networking sites such as Facebook and Twitter so we can model appropriate and positive use of these tools. Encourage posts that show good character and judgment. Demonstrate how to avoid racist, sexist, or flat-out ignorant posts, not only their own, but of friends posting on their walls as well. Teach them how to avoid negative comments (not everything sucks!) and those overly harsh or critical of others. Teach students to create a positive online presence by posting awards, volunteer activities, and work experiences.

We must find ways to guide young people with a light but steady hand, helping them to stay connected while finding ways to promote their independence. This will give them more opportunities for success and avoid potentially tragic consequences.

Phil Goerner, teacher librarian, Silver Creek High School, Longmont CO

This article originally appeared in School Library Journal‘s enewsletter SLJTeen. Subscribe here.