I gave myself whiplash reading this New York Times headline: In Books for Young, Two Views on Product Placement.

Product placement? In books? Two views?

Seems Tina Wells (of “Tweenabee“/Buzz Marketing fame) will be writing a new series of books for young girls with a corporate sponsorship component:

In “Mackenzie Blue” . . . a new series aimed at 8- to 12-year-old girls from HarperCollins Children’s Books, product placement is very much a part of the plan. Tina Wells, chief executive of Buzz Marketing Group, which advises consumer product companies on how to sell to teenagers and preteenagers, will herself be the author of titles in the series filled with references to brands. She plans to offer the companies that make them the chance to sponsor the books.

The editors at Jezebel gagged when reading that Susan Katz, publisher of HarperCollins Children’s Books, wasn’t concerned about a “possible backlash against corporate sponsorship in books aimed at such a young audience.”

If you look at Web sites, general media or television, corporate sponsorship or some sort of advertising is totally embedded in the world that tweens live in, Ms. Katz said. It gives us another opportunity for authenticity.

Emphasis mine. In the words of Inigo Montoya, I do not think [that word] means what you think it means.

Alli at Ypulse calls for transparency:

I’ve always advocated for media literacy in schools, but to take it to the next level, publishers of “product-lit” could partner with readers and tell them exactly what they’re doing. Transparency and full-disclosure would empower teens to decide how much they’re willing to participate.

Now there’s an idea.

Okay, product placement aside, what will make these books different from the loads of crappy tween pulp out there now? According to CNNMoney:

Tina Wells . . . was inspired to write the series because she felt it was important for girls to have positive books to read and to encourage them to make good choices. In “Mackenzie Blue,” tweens will discover more about going “green,” learn about the “global” landscape, and be motivated to achieve their goals. Fun and eco-conscious, Mackenzie Blue is an upbeat break from mean-girl culture . . . .

Plus, she’s fashionable. God forbid a girl not be fashionable. There’s no making good life choices without being properly accessorized.

Did I mention that these books aren’t even written yet?

Call to action: Ms. Katz at HarperCollins should know that some people don’t accept that product placement as part of the landscape and will, in fact, not purchase the books or any related products: feedback@harpercollins.com.

And instead of purchasing corporate-sponsored, “product-lit” pulp, choose something from the Amelia Bloomer Project List, which honors the authors, illustrators, editors, and publishers of books that encourage readers to challenge what it means to be a woman, regardless of ethnicity or social-economic background. (via blue milk, via commenter Rachel at Feministe) 

photo courtesy shaycam

This entry was posted on Thursday, February 21, 2008 at 12:18 pm and is filed under Books, The Problem. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.