Corante

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CORANTE John Yunker is founder of Byte Level Research and author of the widely acclaimed book, Beyond Borders: Web Globalization Strategies and editor of Global By Design.

He has covered the emerging field of Web globalization for half a decade and has published a wide range of reports dedicated to best practices in Web localization and internationalization.
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Going Global focuses on the risks and rewards of expanding into new geographic and cultural markets, from Web globalization to international marketing to global usability.
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« Law & Web Globalization | Main | Scholastic en Español »

September 4, 2003

World Wide Madonna

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Posted by John Yunker

This article in the Wall Street Journal (subscription required) explains the logistics of Madonna's foray into children's publishing.

Madonna has never done anything small, so why should her first children's book be any different? Her book, "The English Roses," will hit bookstores in more than 100 countries in 30 languages simultaneously. This is a bigger launch, in languages, than even Harry Potter.

As expected when translating into so many languages, text expansion was a challenge:

The large number of languages led to some tricky moments for Editoriale Lloyd, because some translations needed adjusting to fit the space allocated around the illustrations -- Nordic languages, for example, can be particularly long-winded. That is one reason why such complicated simultaneous print runs are likely to be confined to children's books where a small amount of text is easily wrapped around pictures.

I found the logistics particularly interesting:

A plant in Ohio, for example, is printing all 750,000 copies of Callaway's English edition for the U.S., as well as a Spanish edition and a French edition for Canada, both for subsidiary publisher Scholastic Inc. In northern Italy, Editoriale Lloyd SRL is printing copies in 18 European languages, from French to Faroese, the tongue of the remote Faroe Islands (pop. 47,000) northwest of Scotland.

Because of the hefty print runs, the individual publishers save money: the printers can get better prices for paper and the publishers save up-front costs connected with processing the illustrations. H. Aschehoug & Co., the book's Norwegian publisher, expects to save at least 30% in printing costs on its initial 8,000 copies.

Apparently, the cost savings will make the effort worth it; of course, this all depends upon the book actually selling in mass quantities, which I'm not so sure is going to happen.

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