What parents think of picture books - A small survey. Moira Butterfield

I decided to ask some current picture book users a few questions, so I set up a small survey using Survey Monkey, put it on Facebook and asked friends with young children their views. Now I don’t have a massive number of followers so this was a teeny-tiny survey of acquaintances and not remotely a scientific cross-section of the population. But the answers were interesting nevertheless, and made me think. I hope you find them thought-provoking, too. 

1. “What price do you think is about right for a paperback picture book?”

The answer was overwhelmingly £3 to £4.50. Picture books were seen by everybody as low-cost items, which could be seen as depressing from the creator’s end. But given that all the respondents said they read a picture book every single day to their child, this makes picture books incredible value for money! The best buy a parent can make, surely?  

2. “What is your child’s current favourite picture book?”

Various Julia Donaldson titles won hands-down, by a mile.  These are adults answering the question, of course. The answer could be their favourite book because they find it easy to read the clear rhyme and clear story of a Julia Donaldson book (see question 6). Children will work out that they are going to get a happy one-to-one sharing experience if they ask for a book their parent likes.

This is one to think about. Should would-be picture book authors actually be copying this format for commercial success? Rhymes, super-clear rhythm that you can’t go wrong reading out + a very clear story? Is any kind of experimentation that deviates from that a marketing mistake? Discussion welcomed!

3. “Where do you buy picture books?”

The answer was split pretty much 50/50 between ‘online and ‘supermarkets’, with ‘bookshop’ a distant third. Supermarkets heavily feature well-known books and online sellers direct people along the same lines, so that’d go some way to explaining the overwhelming dominance of Julia Donaldson in the UK, I think. To be honest, it’s hard to see how a new author or illustrator could make a dent if those stats hold in the wider community (I can't say that they do, of course). is that being too defeatist? 

4. “Roughly how often do you read a picture book with your child?”

The answer was mainly “every day” with a couple of complete book heroes who said “Four stories a night” and Multiple times a day”. Everybody salute these incredible parents! About half the respondents stipulated that they read every night before bedtime. Something to think about there when it comes to books with overtly scary pictures and texts. They could be limiting their market.

5. “What would make you buy a picture book?”

I gave multiple answers to choose from here. The overwhelming winner was “You like the look of the art” followed by “It’s a book you remember from your childhood” and then – a little way back - “It’s by an author you like” - followed by “It features a TV or film character your child knows.”

So there is hope for authors but it’s the look that counts in the main, along with buying the tried and tested, with this small group.

Pleasingly not one respondent chose the answer “Because it was written by a celebrity”. 

Those that commented further on the style of art they liked said they preferred lots to spot in the pictures. 

6. “Is there anything about picture books that irritates you?”

Two-thirds of the respondents didn’t add an answer, which shows, I guess, that they were happy about the picture books they read and gave them a big thumbs-up.

The answers I did get were very interesting.

“Scary pictures” was one. Now that feeds into my own view that children’s picture book award short lists can tend to favour unbelievably scary-looking visuals, without thought for the end users. I'm pleased that this year's Kate Greenaway shortlist looks much better than last year's in that respect. 

“Books that start to rhyme and don’t continue to rhyme” was another comment, along with “When it doesn’t flow.” Yup, bad rhyme and bad rhythm is the pits! But there’s another point here for authors, I think. It’s hard for people to read rhythm that isn’t absolutely clear. So while you may think your text rhythm flows (because you know how it should be read) will a reader do so? Are there places where they could trip up? Is the rhythm cast-iron enough for them to not go wrong? Testing the text out on friends, asking them to read it out loud with no guidance at all from you, could help here.

Rhyme is important, according to the person who wrote “Rhyming books are so much easier to read after a long day with the kids.” Interesting point! When you’re tired and haven’t much acting energy left, it’s easy rhymes that you want. Julia Donaldson-style - or Dr. Seuss maybe.

“Lack of actual story” was another comment. I can see that, too. Given that most respondents said they read a book at night, and I’m guessing (as above) they’re weary, they could be wanting something straightforward that doesn't require them to do lots of explaining, perhaps.

I hope you’re not depressed by the above and it gives you food for thought. It’s just the comments of a tiny selection of parents, but they're being helpfully honest about their own experience. They’re not remotely connected to the publishing industry. They're the end-users of picture books and I think their views matter. Getting work accepted by publishers relies on it being market-friendly, so it is worth thinking about the experience someone would have reading your story – perhaps in a slightly weary voice by the bedside!

All reactions gratefully received below. 

Moira Butterfield

@moiraworld

www.moirabutterfield.com

Latest picture book work:

“Everybody Feels…” series by QED