E-book Marketing from the Point of View of Child and Adolescent Publishers

Articles in Press

Document Type : Original Article

Authors

• Masoumeh Abdol Maleki ¹
• Golnessa Galyani-Maghaddam ²
• Mehdi Alipour-Hafezi ²

¹ M.A in Knowledge and Information Science, Allameh Tabataba’i University, Tehran, Iran.

² Associate Professor, Knowledge and Information Science ,Allameh Tabataba’i University, Tehran, Iran.

10.22067/infosci.2025.91204.1229

Abstract

Abstract
In contemporary society, children and adolescents are more deeply engaged with the digital environment than ever before. Devices such as tablets, smartphones, and e-readers have become integral to their daily routines. This digital transformation has generated unprecedented opportunities for the publishing industry, particularly in the marketing of e-books targeted at younger audiences. In Iran, the children’s and adolescents’ e-book market—an emerging segment within the publishing sector—has witnessed notable expansion in recent years. This growth accelerated during the COVID-19 pandemic, when many families turned to online educational resources and digital entertainment for their children. Nevertheless, this expansion has also presented significant challenges. Uncertainties in the market, competition from freely accessible or unauthorized content, and parental concerns regarding the appropriateness of digital materials for children remain key obstacles confronting this sector of the publishing industry.
Children’s and young adult publishers engaged in the multimedia book sector have increasingly become a fundamental pillar of the publishing industry. By employing modern technologies, these publishers produce books that integrate text, images, audio, and video, thereby creating an engaging and interactive reading experience. Such innovations have proven effective in capturing children’s attention and fostering sustained interest in reading. In Iran, publishers such as Partavi Fekr and Nashr Ney endeavor to develop high-quality content that addresses both the educational and recreational needs of young audiences. These publishers also highlight the importance of children’s literature and contribute significantly to the promotion of reading culture through workshops and cultural initiatives. Needs assessment for children’s and young adult publishers involves systematically identifying and analyzing the interests and requirements of their audiences. This process encompasses market analysis, the collection of reader feedback, examination of cultural and social trends, identification of desirable content, and the testing and evaluation of published materials.
The present study aims to examine the perspectives of publishers of children’s and young adult literature regarding the status of e-books for these age groups. Specifically, it seeks to address questions related to publishers’ satisfaction with e-book sales, the challenges and barriers confronting this form of publication, and effective marketing strategies for e-books. Furthermore, the study endeavors to identify the strengths and weaknesses of the e-book market for children and adolescents in Iran and to propose strategies for its growth and advancement. Ultimately, the findings are expected to provide publishers and investors with a deeper understanding of the market landscape and the needs of their target audiences.
Methodology: This study employs an applied qualitative research design utilizing the grounded theory method, which facilitates an in-depth exploration of phenomena within their real-world context. Data were collected through semi-structured interviews with nine publishers of children’s and adolescent literature. The data were subsequently analyzed using a seven-stage thematic analysis approach.
Findings: The key findings of this research are organized into two principal categories: strategies related to material factors and strategies related to spiritual factors. Each of these categories is further divided into two subcategories. Material factor strategies consist of marketing and sales strategies as well as economic considerations. Based on the research’s Q&A sessions, publishers emphasized a variety of marketing approaches that had a positive influence on sales. These approaches were generally consistent across publishers, reflecting similar strategic orientations. In parallel, strategies related to spiritual factors encompass publication process challenges and ethical considerations. Publication process challenges are further classified into pre-production, production, and distribution stages.
Discussion & Conclusion
The findings indicate that effective marketing and advertising strategies generate significant opportunities for the sale of electronic books and digital resources. The expansion of electronic collections, particularly in children’s and young adult literature, enhances both the quality of available titles and the accessibility of educational and recreational content, thereby fostering a more engaging and educational reading experience. Interviews with publishers revealed that Rasa Ava and Dani Publications have produced over 1,300 and 1,000 e-books, respectively. This output represents not only a substantial contribution to the field but also a notable achievement in comparison with other publishing houses.
Implementing initiatives such as developing digital libraries, integrating artificial intelligence to enhance content and user engagement, and improving the quality of e-books through advanced graphic design, audio-visual elements, and interactive features enables publishers to strengthen and sustain their competitive position in the market. These strategies not only contribute to broader access to content and enriched user experiences but also promote higher sales, improved publication quality, and an expanded user base.

Keywords

• : marketing
• interactive book
• e-book
• children and teenager’s publisher
• e-marketing
• audiobook

Main Subjects

• Qualitative Research

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