The UK children’s publishing house – adapting to change for the multimedia market Available to Purchase

Reports the results of the first stage of research (in progress, 1997‐2000), which aims to develop an understanding of the challenges facing publishers who have entered the children’s multimedia market in the UK in the 1980s and 1990s. The findings of the first stage of the research amongst established UK publishers producing multimedia for children are described. These point to a number of factors that appear to be critical to the success of publishers in the multimedia market: modification of corporate culture, internal structures and processes; branding of the company’s chosen multimedia identity; focusing on the added value element of multimedia products; promotion of organisational learning, innovation and creativity within the company; and sourcing necessary skills effectively. A second study will examine the perceptions of new media companies which have entered this market.