Authors Aloud seeks to make noise with its virtual roster of author events

Schools are embracing virtual author and illustrator visits at a time when many of their libraries are still closed, according to a company that organises author tours and events. 

Authors Aloud UK has for the past eight years worked with storytellers and publishers on live events, but it had to quickly think of a Plan B when lockdown was enforced earlier this year. 

“It was a challenging time because the bottom fell out of our business,” Annie Everall, who founded the company with Naomi Cooper pictured above and Anne Marley, told The Bookseller. “We thought we could either weep or look at what we could do in a different way, and so we looked at what we could do online.”

The company quickly pivoted its strategy and worked with its authors and illustrators—many of whom were nervous about moving online—on developing online content, and created a new area of the website to show what each storyteller could offer. Author Chitra Soundar, for example, offers assembly talks, Q&A sessions with classes, storytelling for children in reception and Year 1, and workshops for Key Stage 2, while fellow writer Cliff McNish provides talks and workshops for all age groups, from reception to Sixth Form.

Everall, Cooper and Marley held a virtual launch party and asked 26 of their authors and illustrators to take part in a “speed dating” session. Each participant gave a one-minute performance of what they offer and the schools and librarians who had signed up to watch (280 in total) could enter into a draw to win a free online author event. 

The response to the launch was overwhelmingly positive, said Cooper. “Schools really want to bring back an element of normality to the bizarre environment they are working in. It’s tough. Some schools don’t have their libraries open and children are often restricted from going into the libraries that are open. Virtual events are a way of bringing books to the children.”

Digital events also open up opportunities to small or geographically isolated schools for which an in-person event would be too expensive, said Everall. 

The company also works with libraries and, in partnership with the Association of Senior Children’s & Education Librarians (Ascel) and library authorities, it has organised author events in Bristol, Norfolk, Lincolnshire and Leicestershire. It also hosted the launch event for Libraries Week, working with library and information association CILIP to do so. Another part of its business is helping publishers arrange virtual launch events and, for those Everall organises, book sales via an independent bookshop. Attendees can order using an online order form and request who they would like a signed copy of the book dedicated to. 

Authors Aloud UK does not have the exact figure of how many schools and libraries have used its digital service, but says it has around 1,000 schools on its mailing list. Out of the 300 authors who are registered with Authors Aloud, more than 100 have signed up to do digital events.

The company has events booked in until the end of the year and beyond, and is organising next month’s book launch for Peter Bentley and Steve Antony’s version of Chitty Chitty Bang Bang (Hachette Children’s). It is plan- ning online “speed-dating” events every four to six weeks to generate more business, alongside training webinars for its members, and is looking for more black and minority storytellers to join the business.
 
A downside of moving online is the fact that revenues have gone down. The authors, illustrators and poets charge less for digital visits, Authors Aloud has reduced its fee, and schools often book one 60-minute session rather than hire an author for a whole day. The founders do, however, feel positive about the opportunities that lie ahead. 

“Schools and libraries are embracing virtual visits and there is a lot of opportunity out there,” said Everall. “It’s exciting.”