by Michelle Parker-Rock, Regional Advisor Arizona

On Friday, February 8, two-hundred and forty writers and two-hundred illustrators attended the SCBWI’s Writers Intensive and Illustrators Intensive, respectively. Numerous industry professionals were on hand to share their experiences and shed light on the world of children's publishing.

The Illustrators Intensive offered participants a variety of viewpoints about the business side of a career in illustration. Award-winning illustrator Jerry Pinkney was the opening speaker. Pinkney, the illustrator of over one hundred books, has also painted twelve U.S. postage stamps. Pinkney is a member of the National Council for the Arts and is an art professor at the University of Delaware. He talked about his strong work ethic and his devotion to his craft.

Holly M. McGhee is the founder of Pippin Properties, Inc., an agency devoted to the management and representation of children's book authors and artists. She shared stories about writers and illustrators who have stepped out of their comfort zones and took leaps of faith in order to grow their careers in new directions. She encouraged participants to believe, and advised them to be patient and kind as they move forward in their own endeavors.

Tracy van Straaten, Vice President of Publicity at Scholastic, and John Mason, Director of Library and Educational Marketing at Scholastic, offered attendees an insider’s look at what takes place during marketing and publicity meetings before a book’s release. They outlined their strategies for making media connections, planning book tours, developing kits for educators, and other promotional ideas.

A panel presentation with Arthur Levine (Vice President at Scholastic and Editorial Director of Arthur A. Levine Books), Bob Brown (owner of Books, Bytes & Beyond), Kate McClelland (Youth Services Librarian and ALA Board Member), and Cecilia Yung (Art Director and Vice President at Penguin Young Readers Group), examined the elements of a successful picture book. Levine and Yung said craft and content are most important. Brown wants books that build characters and looks to see what sold well the year before. McClelland looks for illustrations that extend the writing, as well as powerful page turns that keep the readers interested.

Terri Goldich, Curator at the Thomas J. Dodd Research Center at the University of Connecticut, gave participants a virtual tour of the children's book archives at the Dodd Center. She also provided the illustrators with a list of vendors of archival materials.

Robin Galender, an attorney with the US Copyright Office, shared information about copyright law. Copyright is the exclusive right to reproduce, distribute, prepare derivative work of, publicly perform, or display visual artwork. She said that while creative work is automatically protected when it is made, registering with the copyright office has many benefits.

Award-winning author and illustrator Tomie dePaola, pinch-hitting for cartoonist and illustrator Harry Bliss who was delayed due to weather, offered illustrators advice for building a portfolio. He suggested that they consider what to include and how much to include. Bliss, who eventually arrived, showed the participants a slide show of his work and talked about some of his favorite projects. He often works around the clock and is forever trying to balance work and personal time.

In another panel presentation, Tom Starace (Executive Art Director with HarperCollins), Anne Schwartz (editor and Vice President of Random House's Schwartz & Wade imprint), Brian Kelleher (Field Sales Director at Simon & Schuster), and Tracy Van Straaten (Vice President of Publicity for Scholastic), discussed their views about marketing. Van Straaten said that every book gets some level of publicity. Kelleher said that deadlines for field sales are important. Starace said even one month off deadline makes a difference, and Schwartz emphasized the importance of starting with a good book.