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.

HOLM, Jennifer L. and Matthew Holm. Babymouse for President. Random. 2012. ISBN 9780375967801. JLG Level: GE : Graphic Novels Elementary (Grades 2-6)

Babymouse is a work of fiction, but it fits perfectly with this week’s theme. It’s time for student council elections and Babymouse has decided to run for president. While trying to find a platform, she struggles to define her beliefs. During the debate Babymouse learns something about herself and what she stands for. Fans of the graphic novel series will laugh at her almost impossible promises and elect to re-read it.

TOWNSEND, Michael. Where Do Presidents Come From? And Other Presidential Stuff of Super-Great Importance. Dial. 2012. ISBN 9780803737488. JLG Level: NE : Nonfiction Elementary (Grades 2-6)

Written in graphic novel-style, Townsend uses humor to tell the history of presidential elections. Interrupting the narrative are various comic relief characters―clowns, bunnies, and even talking numbers. He explains the electoral college, the White House going-ons, and what presidents do. Older students will enjoy the jokes, while simultaneously learning about presidential facts. Includes a bibliography and websites for further research.

ROSENSTOCK, Barb. illus. by Mordicai Gerstein. The Camping Trip that Changed America: Theodore Roosevelt, John Muir, and our National Parks. Dial. 2012.

Long before there were national parks, Theodore Roosevelt asked John Muir to take him on a camping trip in the Sierras. He wanted to know if the wilderness was truly endangered. So in 1903, Roosevelt sent his men ahead and spent one night under the shelter of the redwoods with his guide. The pair rode into Yosemite Valley and on their last night together, Muir explained how the development of new cities and the search for gold were clearing away the forests. He asked the politician to protect the wilderness. When the future President returned home, he pushed Congress to pass laws in favor of that cause. He then went on to establish national parks and forests. Rosenstock tells a powerful story about a camping trip that truly changed America.

KATZ, Susan. illus. by Robert Neubecker. The President’s Stuck in the Bathtub: Poems About the Presidents. Clarion. 2012. ISBN  9780547182216. JLG Level: NE : Nonfiction Elementary (Grades 2-6)

Finally, with a good dose of humor, in classic form, Katz shares a poem about each president, starting with Washington and ending with Obama. In very few words, readers get a glimpse of a Commander-in-Chief who was so small he was referred to as “The Great Little Madison.” John Quincy Adams was fond of swimming naked. Taft got stuck in the bathtub. Buchanan had a habit of tilting his head to one side while he tried to focus his eyes. Arthur changed the presidential song. Theodore Roosevelt was one of the boys and participated in pillow fights with his sons. Filled with facts of all kinds, this presidential poetry book is not to be missed―whether it’s an election year or not.

For ideas about how to use these books and links to supportive sites, check out the Junior Library Guild blog, Shelf Life.

Junior Library Guild is a collection development service that helps school and public libraries acquire the best new children’s and young adult books. Season after season, year after year, Junior Library Guild book selections go on to win awards, collect starred or favorable reviews, and earn industry honors. Visit us at www.JuniorLibraryGuild.com.