Meet the Publishers

Even children who don’t read are addicted to this series of books about a mouse. Why?

The originals are in Italian. Young readers can’t have enough of the English translations.

The Geronimo Stilton series is an incredible phenomenon in children’s publishing in India. In the five years since this series – starring the eponymous mouse who is a bestselling writer and the editor of The Rodent News – was launched here by Scholastic India, one million copies have been sold already. The immense popularity of the books – which have been translated from Italian into English – has actually transcended the realm of regular book fairs and book stores, with the pull coming from even stationary and toy stores.

“Geronimo Stilton as a series is rich with everything that children love in their books. They are replete with humour, they have nail-biting adventures featuring action set pieces in an age-appropriate and non-violent way. There was (and still is) nothing like this in the Indian children’s books category,” Neeraj Jain, managing director at Scholastic India, told Scroll.in. The marketing campaign has been unique, he added.

“We waited for a while for the series to develop some word-of-mouth publicity,” Jain said. “Once the buzz grew, we went ahead with an on-air campaign on radio. There have been sustained visibility exercises through displays, character visits and special collaterals across schools that we reach out with to book fairs and book clubs. We carried out The Great Geronimo Tour of India in 2016 where there were character visits and activities at Tier II cities across India. The tour was also amplified on radio and social media.”

Children, many of them not big readers in general, have been lapping up these books and waiting eagerly for the next instalment. According to some retailers, schools are actually beginning to issue directives to book exhibitors not to sell Geronimo Stilton books as children are hooked and refuse to read anything else!

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In this talk delivered in 2012, Elizabetta Dami, creator of Geronimo Stilton, said that the idea to create these stories came from her storytelling sessions with patients in a children’s hospital ward. She was clear that while the stories had to grip the child’s imagination, they also had to work at multiple levels like inculcating values and giving the young readers hope. Her own publishing house began to create these stories, after which she joined hands with seasoned publisher Pietro Marietti.

In September 2006, Marietti established Atlantyca Entertainment to forge new business opportunities for the company’s library of entertainment book properties. Since then, as chairman of the firm, Marietti has published over 100 titles in the Geronimo Stilton series. It has generated business worth more than $1 billion.

This growth is also attributed to strategic licence sales, such as bi-monthly comic book magazines, toys, stationery products, as well as a Broadway show called Geronimo Stilton: Mouse in Space presented by Orlando Repertory Theatre (January 2017). Amazon Prime has also committed to two seasons (52 episodes) of an Italian-American-French animated series.

Claudia Mazzucco, CEO of Atlantyca SpA., talked to Scroll.in about the series, its origins, and what it takes to keep up the momentum of its phenomenal popularity over generations. Excerpts from the interview:

How did Geronimo Stilton come about? There is no guarantee that an anthropomorphised mouse will be a hit with kids.
The Geronimo Stilton editorial series was initially published in eight titles by the Italian publishing house Dami Editore. Then Elisabetta Dami joined the publishing company Edizioni Piemme as a shareholder and, jointly with the owner Pietro Marietti, they developed the Geronimo Stilton project both on the editorial and the marketing side.

Why did you choose to create the text for children in this manner – multicoloured and diverse fonts?
The “graphisms” in the actual format aim to add an emotional meaning in a funny and witty way to the literal meaning of the word. This helps children to catch the meaning in a blink with the valuable result, among other, to encourage even reluctant readers to read.

Are these texts based on some technical knowledge about creating reading material for younger children? Somewhat similar to Ladybird’s Read It Yourself, Harper Collins’s I Can Read and Dr Seuss books? I ask since these books are poised beautifully in that space between picture books and chapter books but with some characteristics of game books such as those created by Livingstone (1970s). The Geronimo Stilton series definitely helps a child read easily.
This result was achieved little by little at the very beginning of the development of the editorial series in Edizioni Piemme, thanks to the editorial team, the leadership of Mrs Dami and Mr Marietti, and the enthusiastic feedback of young readers.

The rapidity with which these titles are released every month matches the pace of a magazine subscription, but it is actually a book. How does your publishing firm manage it?
The editorial team is a very well-trained engine and they rely upon a big community of illustrators and graphics that have been collaborating for years.

Are some of the titles created specifically for some countries and not for the rest of the world, such as Bollywood Burglary?
The titles are created for a worldwide market. Some themes are suggested by foreign publishers but the books are developed in order to be licensed and distributed all over the world.

What is the turnaround time of a story from conception to publishing?
About five months.

The themes of the stories selected are very modern and at times, topical. How does this come about? Apart from an editorial team does the firm also rely on the feedback from young readers? Are there any special moments or letters that have been memorable?
All over the world, children’s publishers have to be open to changes because their consumers are children – the more flexible, demanding, unpredictable community of the publishing market. The editorial team is even more careful because of the strong ethical commitment of this particular intellectual property. Moreover, a website for children and the related community gives immediate feedback with their comments to books and the marketing initiative.

In contemporary fiction for children, three characters come immediately to mind who have had such huge success – Gruffalo, Peppa Pig and Geronimo Stilton. Do you have any thoughts or insights on why this may have happened? Why now? Of these three only Geronimo is in translation.
We have to make a distinction between properties based on an animated series or movie and those which are based on an editorial series. The first ones derive their popularity from the large-scale awareness that broadcasters can grant. The latter have a different, slower and more resilient evolution. A book-based character and the related brand, once they have reached a level of popularity, can last for years, and can influence generations. In Italy, the first readers of Geronimo Stilton, girls and boys who were eight years old in 2000 when the series was first published, are now grown up. They are parents now and their children are Geronimo Stilton readers.

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The next Industrial Revolution is here – driven by the digitalization of manufacturing processes

Technologies such as Industry 4.0, IoT, robotics and Big Data analytics are transforming the manufacturing industry in a big way.

The manufacturing industry across the world is seeing major changes, driven by globalization and increasing consumer demand. As per a report by the World Economic Forum and Deloitte Touche Tohmatsu Ltd on the future of manufacturing, the ability to innovate at a quicker pace will be the major differentiating factor in the success of companies and countries.

This is substantiated by a PWC research which shows that across industries, the most innovative companies in the manufacturing sector grew 38% (2013 - 2016), about 11% year on year, while the least innovative manufacturers posted only a 10% growth over the same period.

Along with innovation in products, the transformation of manufacturing processes will also be essential for companies to remain competitive and maintain their profitability. This is where digital technologies can act as a potential game changer.

The digitalization of the manufacturing industry involves the integration of digital technologies in manufacturing processes across the value chain. Also referred to as Industry 4.0, digitalization is poised to reshape all aspects of the manufacturing industry and is being hailed as the next Industrial Revolution. Integral to Industry 4.0 is the ‘smart factory’, where devices are inter-connected, and processes are streamlined, thus ensuring greater productivity across the value chain, from design and development, to engineering and manufacturing and finally to service and logistics.

Internet of Things (IoT), robotics, artificial intelligence and Big Data analytics are some of the key technologies powering Industry 4.0. According to a report, Industry 4.0 will prompt manufacturers globally to invest $267 billion in technologies like IoT by 2020. Investments in digitalization can lead to excellent returns. Companies that have implemented digitalization solutions have almost halved their manufacturing cycle time through more efficient use of their production lines. With a single line now able to produce more than double the number of product variants as three lines in the conventional model, end to end digitalization has led to an almost 20% jump in productivity.

Digitalization and the Indian manufacturing industry

The Make in India program aims to increase the contribution of the manufacturing industry to the country’s GDP from 16% to 25% by 2022. India’s manufacturing sector could also potentially touch $1 trillion by 2025. However, to achieve these goals and for the industry to reach its potential, it must overcome the several internal and external obstacles that impede its growth. These include competition from other Asian countries, infrastructural deficiencies and lack of skilled manpower.

There is a common sentiment across big manufacturers that India lacks the eco-system for making sophisticated components. According to FICCI’s report on the readiness of Indian manufacturing to adopt advanced manufacturing trends, only 10% of companies have adopted new technologies for manufacturing, while 80% plan to adopt the same by 2020. This indicates a significant gap between the potential and the reality of India’s manufacturing industry.

The ‘Make in India’ vision of positioning India as a global manufacturing hub requires the industry to adopt innovative technologies. Digitalization can give the Indian industry an impetus to deliver products and services that match global standards, thereby getting access to global markets.

The policy, thus far, has received a favourable response as global tech giants have either set up or are in the process of setting up hi-tech manufacturing plants in India. Siemens, for instance, is helping companies in India gain a competitive advantage by integrating industry-specific software applications that optimise performance across the entire value chain.

The Digital Enterprise is Siemens’ solution portfolio for the digitalization of industries. It comprises of powerful software and future-proof automation solutions for industries and companies of all sizes. For the discrete industries, the Digital Enterprise Suite offers software and hardware solutions to seamlessly integrate and digitalize their entire value chain – including suppliers – from product design to service, all based on one data model. The result of this is a perfect digital copy of the value chain: the digital twin. This enables companies to perform simulation, testing, and optimization in a completely virtual environment.

The process industries benefit from Integrated Engineering to Integrated Operations by utilizing a continuous data model of the entire lifecycle of a plant that helps to increase flexibility and efficiency. Both offerings can be easily customized to meet the individual requirements of each sector and company, like specific simulation software for machines or entire plants.

Siemens has identified projects across industries and plans to upgrade these industries by connecting hardware, software and data. This seamless integration of state-of-the-art digital technologies to provide sustainable growth that benefits everyone is what Siemens calls ‘Ingenuity for Life’.

Case studies for technology-led changes

An example of the implementation of digitalization solutions from Siemens can be seen in the case of pharma major Cipla Ltd’s Kurkumbh factory.

Cipla needed a robust and flexible distributed control system to dispense and manage solvents for the manufacture of its APIs (active pharmaceutical ingredients used in many medicines). As part of the project, Siemens partnered with Cipla to install the DCS-SIMATIC PCS 7 control system and migrate from batch manufacturing to continuous manufacturing. By establishing the first ever flow Chemistry based API production system in India, Siemens has helped Cipla in significantly lowering floor space, time, wastage, energy and utility costs. This has also improved safety and product quality.

In yet another example, technology provided by Siemens helped a cement plant maximise its production capacity. Wonder Cement, a greenfield project set up by RK Marbles in Rajasthan, needed an automated system to improve productivity. Siemens’ solution called CEMAT used actual plant data to make precise predictions for quality parameters which were previously manually entered by operators. As a result, production efficiency was increased and operators were also freed up to work on other critical tasks. Additionally, emissions and energy consumption were lowered – a significant achievement for a typically energy intensive cement plant.

In the case of automobile major, Mahindra & Mahindra, Siemens’ involvement involved digitalizing the whole product development system. Siemens has partnered with the manufacturer to provide a holistic solution across the entire value chain, from design and planning to engineering and execution. This includes design and software solutions for Product Lifecycle Management, Siemens Technology for Powertrain (STP) and Integrated Automation. For Powertrain, the solutions include SINUMERIK, SINAMICS, SIMOTICS and SIMATIC controls and drives, besides CNC and PLC-controlled machines linked via the Profinet interface.

The above solutions helped the company puts its entire product lifecycle on a digital platform. This has led to multi-fold benefits – better time optimization, higher productivity, improved vehicle performance and quicker response to market requirements.

Siemens is using its global expertise to guide Indian industries through their digital transformation. With the right technologies in place, India can see a significant improvement in design and engineering, cutting product development time by as much as 30%. Besides, digital technologies driven by ‘Ingenuity for Life’ can help Indian manufacturers achieve energy efficiency and ensure variety and flexibility in their product offerings while maintaining quality.

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The above examples of successful implementation of digitalization are just some of the examples of ‘Ingenuity for Life’ in action. To learn more about Siemens’ push to digitalize India’s manufacturing sector, see here.

This article was produced on behalf of Siemens by the Scroll.in marketing team and not by the Scroll.in editorial staff.