Could you be missing important audiences with your product ranges? Bookspeed product specialist Jen Wallace shares how your book range can help you reach untapped markets and better represent your whole community.
Every October, Black History Month is now an established part of the calendar. But for our cultural and heritage institutions highlighting diverse voices is vital all year round.
Black History Month provides an opportunity to reflect on your ranges and review whether you are doing enough to amplify the voices that haven’t always been given as much space as other people’s.
If you are doing any dedicated events or exhibitions for Black History Month, books can signpost the theme clearly. It is an opportunity to introduce brilliant Black authors to your audience, alongside products by Black creators for an inspiring and appealing display.
But diversity shouldn’t be the preserve of a single month, or a tick-box exercise. It is widely acknowledged that people of colour are significantly under-represented in publishing, as either employees, authors, or protagonists. Retailers, wholesalers and buyers have a role to play in improving the diversity of the books that make it to market by making sure that the books we put in front of customers are representative of our whole society. Commercially, it makes sense too. There is a strong market for interesting stories from unheard voices.
This is especially true for children’s books. Children’s publishing can be perceived to be dominated by a few established authors, and it’s difficult for new writers to break through. The characters children see in books can shape their view of the world, so it’s important that young people can see themselves in stories. Breadth in children’s ranges means reaching more families.
Our British Black Voices collection helps retailers find these books. We needed a place where we could gather great books by Black British writers. We’ve featured titles on many of the key moments in Black history, such as Windrush, but we also wanted to make sure we were highlighting Black voices across all popular themes, such as gardening or cookery.
For an obvious connection to Black History Month, Black History for Every Day of the Year by acclaimed historian David Olusoga and his siblings Yinka and Kemi Olusoga, is a celebratory account of Black contributions throughout time.
I also love the late Benjamin Zephaniah’s Nature Trail. It’s a top seller and his work is hugely admired. And for children, the Luna series of picture books by Joseph Coelho is just one example of some the lovely kids’ titles featuring a Black protagonist.
We have included some great adult fiction too, from brilliant writers such as Zadie Smith or Kit de Waal. And for something fun I really like I’ll Bring Dessert by former Bake Off contestant Benjamina Ebuehi and the Flygerians Cookbook.
The heritage and culture sector has entered a period of re-evaluation, acknowledging the impact of slavery’s legacy throughout its buildings and collections. Throughout the UK, museums and galleries have been embracing the opportunity to start conversations or educate their audiences on these issues.
Many of our heritage and cultural retail customers view their product ranges as an extension of that education. Books are an obvious choice to support that aim, offering access to a subject at many different entry points, from novice to expert. Black History Month is just one example of how you can bring in books to signpost institutional values in your retail ranges and move towards more diverse representation all year round to appeal the broadest range of customers possible.
About Bookspeed
Bookspeed has been supplying museum and heritage retailers with bespoke book ranges for more than 30 years. Find out more at Bookspeed.com.
