Scholastic India launches ‘Nova’ to target young adults

20 Feb,2013

By A Correspondent


Scholastic India, a subsidiary of Scholastic Corporation that has been running a dynamic publishing programme for children since 1997, has launched Nova, a new initiative for the Young Adult segment. The genre will feature books around a variety of themes, with the focus being on ‘coming of age’ themes, science fiction, crime fiction, fantasy and romance.


Nova is being introduced to the market with Rahul Srivastava’s murder mystery, ‘What Happened to Regina that Night’, and two collections of short stories, ‘Music of the Stars and other Love Stories’ and ‘Saleem on Earth and other Stories’.


Scholastic India will launch Nova through a series of bookstore promotions across the country in February and March. Activities will include author interactions and book signings, special branded display racks, handouts and posters across chains such as Landmark, Crossword, Oxford Bookstores among others. Other special initiatives to popularize titles under the Nova list will include a major campaign for Suzanne Collins’ book Catching Fire, in The Hunger Games series, in tandem with the release of the film in November 2013.


Commenting on the launch of Nova, Neeraj Jain, Managing Director, Scholastic India said, “The launch of Nova heralds a very exciting time in the journey of Scholastic India. We are keen to expand the Nova list year-on-year and are aggressively seeking new Indian authors who appeal to the 13-30 audience. While our children’s book division continues to do extremely well and grow every year, we expect Nova to add significantly to our revenues almost immediately.”


Tina Narang, Managing Editor, Scholastic India added, “Scholastic India, after successfully publishing children’s books for over a decade, is now ready to target the older reader or the Young Adult. What makes this a greater challenge and more exciting is the fluid nature of this new segment of readership – both in the target age group which could be anything from 13 years and up and in the range of genres that can be picked from. For authors of adult fiction and non-fiction, who find writing for children more restrictive by virtue of language, story and form, this is an easier fit, and a bridge between the two very well defined readerships, that of children and adults.”


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