Book Fairs Go Beyond Books

Scholastic is under fire from a consumer group for making its merchandise for kids less about books and more about “stuff.” While the company sees the non-book offerings as a good tactic to help sales, does it cross the line into conspicuous consumption? Some parents think so.

I noticed the “stuff” in the catalogs, although there seemed to be so many books available I didn’t give it much thought. We receive at least 4 to 6 catalogs a year and that gives us a pretty good overview of what is being sold. As a parent, I was not too thrilled with the Bratz offerings and I was pleased when Scholastic dropped those items from its catalog. My daughter’s school also has an annual book fair that is at least 95% books with some extras thrown in.

Because my daughter is an avid reader and regularly adds to her book collection, I don’t object if she asks for some fun thing from the catalog. Last time it was a voice distorter and I have to say, she’s left some pretty funny messages on it. What if my child wasn’t much of a reader to begin with – would I then view the catalog through different eyes?

Another objection raised involved the goodies included with a book. My daughter enjoys those items, which can include posters, bracelets, pens and so forth. She always reads and rereads the books so the gift with purchase is just a fun little thing that clearly takes second place.

There are some good points raised, however, about Scholastic’s policy on selling books and additional items and schools and parents should consider what is and isn’t acceptable. In the end, demand and consumer feedback will rule.

Posted by Paula Krapf of Author Marketing Experts, Inc.