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| Mary McAveney | |
For Abrams CEO Mary McAveney, the company's three major anniversaries highlight "our enduring commitment to publishing high-quality, visually stunning books that inspire, educate, and entertain," she says. "They are a testament to the hard work and dedication of our team, the trust and support of our authors and illustrators, and the loyalty of our readers. Celebrating these milestones allows us to reflect on our past achievements, honor our legacy, and look forward to the future with renewed passion and purpose."
Since joining the company in November 2022, McAveney has had several major goals, particularly "to strengthen our position as a leader in illustrated book publishing, expand our reach both domestically and internationally, and innovate in ways that meet the evolving needs of our readers and the industry." She's done so by enhancing the company's digital presence, diversifying its portfolio, and fostering "a culture of creativity and collaboration within the company." The ultimate goal is to "ensure that Abrams continues to produce books that resonate with audiences and make a lasting impact."
McAveney's background in marketing and strategy has been instrumental in working on these goals. (Before joining Abrams, she was Chief Revenue Officer and Chief Marketing Officer at Open Road Integrated Media and earlier held executive positions at Simon & Schuster, Zondervan, HarperCollins--and, in a nice bit of symmetry, at Abrams, where she worked in marketing and sales 30 years ago.) Key parts of these efforts include using her expertise to help develop "comprehensive performance marketing that puts books in the hands of readers in addition to enhancing our brand visibility and engaging our audiences." The company is also leveraging data-driven insights to better understand reader preferences and tailoring its marketing accordingly. Strategic planning has also helped to identify growth opportunities, optimize operations, and stay ahead of industry trends. Aligning marketing and strategic initiatives helps "ensure that Abrams remains competitive and continues to thrive," McAveney adds.
Since McAveney's arrival, Abrams has made a series of major appointments, bringing in top talent in sales, strategy, and finance that have helped in these efforts. The company also has added more distribution clients, completed several acquisitions, and made Abrams ComicArts a new division, which, as McAveney says, "allows us to explore new genres and markets within the fast-growing comics, manga, and graphic novel industries. It also allows us to really tap into the strength of our sister companies."
Like most companies, Abrams has had to navigate the challenge of a changing economy that post pandemic is fitfully returning to "normal," with occasional supply chain issues and market fluctuations. The other big challenge has been the general digital transformation that has affected the book industry in ways unpredictable a few years ago. Still, McAveney says, "These challenges have also highlighted strengths--the resilience and adaptability of our team, the innovative solutions we've developed, and the strong relationships we've built with our authors, illustrators, and distribution partners."
For the future, Abrams plans to continue refining audience data, expand digital offerings, and leverage its market expertise "to enhance the reading experience and connect with our consumers directly." The company also plans to diversify its catalog, grow into new genres and formats to attract a broader audience, and continue to strengthen relationships with authors and illustrators, increase its visibility, and further its global reach.
Speaking directly to Shelf Awareness readers, McAveney says, "I would like to extend my heartfelt gratitude for your support and enthusiasm for our books. Your passion for reading and appreciation for high-quality publishing inspire us every day. As we celebrate these significant milestones, we remain committed to bringing you books that captivate, educate, and entertain. Thank you for being a part of the Abrams journey, and we look forward to continuing to share our stories with you for many years to come."