This session will discuss the third link in the chain that follows new authors and new publishers, namely new readers. With India increasingly becoming a young country, it becomes imperative upon publishers to attract young readers, especially when other media vie for their attention. Scope: Marketing tools employed for books for children/YA Understanding reading habits among children (what attracts children to books) Success stories where children have been drawn towards books Books as educators, just not entertainers (development of “good” books) Do we have to sacrifice substance over style to make books more appealing to children? What are the competencies that publishers must build to develop books that children like to read? What steps must be taken to develop good books in Indian languages? Can TV extensions be better used to engage children? Panellists: Chair: Sayoni Basu, Duckbill » C0-Panellists: Chandni Khanna, Hippocampus » Shobha Viswanath, Karadi Tales » Suzanne Singh, Pratham Books » Swati Roy, Eureka Bookstore and Bookaroo »