The publishing world is constantly full of surprises, and one of publishing's biggest trends in 2015 is definitely one that could not have been predicted a few years ago. According to Pacific Magazines CEO Peter Zavecz, adult colouring books have given the publishing industry a new lease of life.
With successes for colouring books under the Better Homes & Gardens, New Idea and That's Life mastheads, the publishing house told Mumbrella it would be launching another three colouring-in books before Christmas. Bauer Media has also launched an Australian Women's Weekly branded colouring book.
The trend for branded colouring books first began overseas, with Australian publishing houses realising the potential revenue opportunities this trend offers.
“It’s one of those trends that won’t last a long time, but if you get in early, you can certainly take advantage of the opportunity. Our supermarket partners love it. What it does is show an extra dimension to that relationship we have with consumers," says Zavecz.
“The good thing for us internally is that it reminds us that people are still excited about innovation in print. People are still connecting to print products and they will respond to innovation."
“The four [colouring books] have been our best-selling “one-shops” for quite some time and all of them have shown very similar results. It’s very profitable. It’ll be profitable until everyone floods the market.”
