The 2004 Los Angeles SCBWI Conference
A Report by Susanne Gervay.

The USA market is very different to the Australian market. While some of our authors have broken into it, these authors are very specific. The fantasy area is similar to our own which allows a brilliant author like Garth Nix to successfully enter it. Emily Rhodda is also there. The Australian YA authors seem to be part of Arthur Levine's publishing agenda and the Scholastic imprint PUSH. We find Marcus Zusak and Jacqueline Moriaty there. Other authors represented include Nick Earls and Steven Herrick. Australian authors and illustrators are breaking in slowly. Of course our own Deb Abela will be a star there soon with a 6 book release of Max Remy Super Spy.

However in general the market is conservative with very conservative book covers.

• Picture books are traditional and more subdued in colour than Australian books
• There are a lot of basic chapter books aimed at new readers
• Middle grade fiction is the most developed with a STRONG bias towards historical fiction. There are some wonderful authors in this category like Sharon Creech, Richard Peck, Karen Cushman
• Great fantasy writers for middle grade like Bruce Coville
• There has been a humour by-pass there and it is unlikely that Paul Jennings and similar will find a home in the USA
• There is a strong parochial feel to many of the books
• YA fiction is totally confused - unsure if it is cutting edge (very few of these, fantasy, middle grade, chic-lit, for 13 year olds or 18 year olds
• Like Oz, the cult of the celebrity is in full swing with The FONZ and Lin Oliver collaborating on middle grade funny fiction

Authors and illustrators do a lot of touring with the support of bookshops. Schools are used to author visits. Like Australia, unless you have been identified as BIG, the marketing budget is small.

However the market is BIG with great opportunities for publicity for those willing to go out there. Nick Earls, Marcus Zusak and other Australians have toured across the States.

Literary Agents

It is hard to get literary agents and just like in Oz, there are A & B list authors and that determines how effectively they represent you. However the US agents seem more aggressive and 'street smart'. Writers House is the biggest agency with 11 agents in their house. Most agents are located in NY.

Style of Books

Books are published in hard cover first and that means they are important. Books first published in paperback are regarded as popular fiction and not worthy. Note that Jen McVeity Dream Catcher was published in HARD cover.

There are 3 levels a book goes through:

• High quality hard cover sold at US$12-$16
• OK quality paperback sold for around US$5-$7
• Cheap, nasty, horrible paperback sold at ridiculous prices like US$3-$4

Books for the school market are actually sold with teachers notes at the back.
The back cover blurbs of most US books are weak and often retell the story.

SCBWI

SCBWI is an amazing network with editors and publishers for all the big houses talking at meetings. SCBWI members are in the know about who or what is publishing.

There are fantastic meetings throughout the country which any member can join and there is a great network of writers and illustrators.

Some names at the SCBWI Conference were:

• Wendy Loggia Publisher Delacourt
• David Levithan Publisher Push (Scholastic)
• Mark McVeigh (was HarperCollins publisher)
• Kevin Lewis, editor S & S
• Jeannette Larson Harcourt Brace (only San Diego West Coast publisher)

Socialising

The best part was after the conference when everyone met for drinks, dinner, at the spa. It was a time of swapping information and really learning about what it is going on while having a great time.

Photographs

You can view a selection of photographs from the 2004 LA conference here.