Moricard, Sales and Marketing editions Tonkam Me: "Can you describe your responsibilities in Publishing Tonkam?"
SM: "I wear two hats. one hand, I assure the interface with the broadcaster. As such, I propose business objectives and budgets necessary to achieve them. J ' sales analysis, set priority levels and offer my recommendations ... I manage schedules and budgets ... other hand, I lead the marketing research department. As such, I define appropriate marketing strategies and coordinating the implementation and monitoring of actions. "
Me:" Can you briefly describe the activity of Tonkam Editions: main titles, turnover, market share? "
SM: " Tonkam history is an editor who has strongly consolidated its market presence in the last 5 years. The catalog has over 1000 references today with historical series as X , Among them, Amer Beton , authors favorites like Osamu Tezuka, CLAMP, Masakazu Katsura, Kaori Yuki, Takeshi Obata, Rumiko Takahashi, Takehiko Inoue . Tonkam represents almost 6% market share 2009 with about 6.6 million CA "
Me:" How is the market for manga? The purchasing power crisis has had an impact on this industry? "
SM:" In 2009, the economy was not favorable. I refer specifically to the law of modernization of the economy that has disrupted the activity of booksellers. In terms of the crisis, although in comparison with other sectors, the effects were a bit slow to be felt, they eventually catch up with our market. The manga market is mature phase (phase before the decline). It may be noted that GFK listing a very slight decline in 2009 volume. (-0.5%) "
Me:" What are your strengths about inflation and output impressive number of publishers? A huge range? Constant innovation? "
SM:" Yes is important to regularly challenge for whether one is in tune with the market. This thinking has always editorial and marketing implications. We are trying to force proposal to stimulate the market with a renewed offer that fits with the changing tastes of readers. For example, 2010 will be our year Collection Young manga. It is a collection of tracks halfway between the current Seinen and Shonen dedicated to a readership of young adults. The publisher announced KAZE manga Shonen up his collection (which is a collection with similar ambitions editorial) a few days before our announcement, and the magazine devoted an issue to Animeland this new trend ... I think we're moving in the direction of history. "
Me: " readership has it changed? Have you managed to win the heart of women and younger? How do you explain this phenomenon? "
S. M: "Girls have always been an important part of manga readership. As the heart of target, it is relatively stable. It remains a pyramid that feeds the bottom. The new players are young. They're coming through in series like Naruto or One Piece . Many are casual readers who follow one or two series. The other, less numerous are passionate about manga, and will follow a dozen rounds at the same time . But this phase lasts only a few years back and the post-bac is often the age they left behind ... The rationale for a collection like Young and take follow-up by an offer which is aimed at readers who wins the series (teens). "
Me:" The series the coast, you check in editions Tonkam? "
SM:" 99% of the manga series are published. But it remains a paradox. Today, given the saturation of the offer, a short series is more engaging to begin a series that already has 40 volumes ... And yet, a long series is often documentation of successful series in Japan, therefore, with some potential in France ... "
Me:" Do you you further develop Internet? After Facebook, the establishment of a forum, the creation of mini sites on strong titles, what online communication strategy for tomorrow? "
SM:" The implementation of our network Communication is a basic, not an end. Web marketing strategy for tomorrow is to give value to these media is more a marathon than a hundred meters. In the field of manga, the offer is very interesting! The displays have a very cheap CPM, social networks and news sites and relay treat a large amount of information. The real difficulty is to obtain the agreement of the Japanese publishers to work extensively with this offer. "
Me:" The current situation has fostered reconciliation between players of the manga? Can you cite some examples of partnerships or licensing actions that you put up recently? "
SM" When a series comes in manga, animated series or video games, it seems logical that the respective editors are working to pool their promotion. Partnerships are formed easily in France but do not always find an extension to Japan: it often happens that marketing projects do not emerge because not approved by the parent of each. "
Me:" What are the main difficulties facing the publishing industry of manga? Seduction booksellers, distributors? Return rates higher? Decreased number of prints? "
SM:" Yes a bit of it all! Many booksellers are overwhelmed by the offer, and manga is becoming a 'fresh'. Large quantities are taken in securities with favorable sales history, the exhibition on the table is often reserved for titles that have already applied for, and limited to ten days! The majority of outlets are seeking to optimize the profitability ratio per meter. References to low turnover are returned. People do not control what they see not. It became difficult to install the new series while maintaining the level of the series background. "
Me:" What do you the future of the manga market? "
SM: " I think we live the golden age now. The coming years should see a market contraction. The digital service will provide its share of novelties. The French establishment has treated this editorial influence and is likely to propose new things. "
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