Puffin has recently released a debut book for teens, The Vanishing of Katharina Linden by Helen Grant, under the Penguin logo. Although the book has been edited and marketed by the children's department at Puffin, the Penguin logo allows it to be stocked in adult sections. As research has shown that teenagers will not buy books from children's departments, this is one way to reach them and Penguin have successfully pulled this off before with other books such as Melvyn Burgess's Doing It.
Another publisher, Headline, started a new list a few months back with the specific intention of marketing books to teens without identifying them as the target audience. Shrewdly, Headline recognised that many of the books on offer in the children's market tread delicately around the very subjects that interest teenagers. Yes - sex, drugs and death are hot topics for the average spotty youth, a fact which is borne out by the astonishing success of Stephanie Meyer's Twilight series.
As a writer for this very market I have come up against editing strictures which dictate suitable content for a younger readership. Of course we need to be careful when writing for children but we also need to balance that ...