Since last year a day is devoted to the records

Queries on the champagne stopper speed record, the largest cruise ship in the world, the number of guests to an underwater wedding or club of the most victorious champions League football The answer lies in the "Guinness World Records" with the 2007 Edition was published in France tomorrow.

The concept of the work and the mark are well known to the public. It must nevertheless show that they are in the news. And blow to the consumer that have an old Edition in its library is not sufficient. "It is to create an expectation about the new book." It should no longer remain after the holiday of the year that the arrival of the new the following autumn is experienced as an event. This is not a book of reference as a dictionary purchased every 10 years. "But a book of distraction and education," said Craig Glenday, Director of the publication. Graphic design is renewed, new ideas of records to do-it-yourself are suggested.

To prove that the book is renewed every year, covers display very different colours of the other and visible once in the store. This year, the blue is the flagship. "To throw the reluctance of some parents who have experienced this book in their youth and have the impression that it has not changed." "While it has changed mock-up and developed the records on the technology or sports of snow and the extreme universe that interest young people," noted Steve Bateman, Director of Hachette practice, that publishes the work in France.

Retain attention through a new event policy on a global level. Since last year, a day is devoted to the records. In 2005, mark considers, for the only United Kingdom, that to get the same benefits should have been investing about 1 million pounds (1.5 million). November 9, Paris, romantic destination par excellence, should thus address the glove and seek to surpass Budapest, where 12,000 people had were embraced simultaneously in one place.

The "Guinness World Records" display an international vocation, he is also a local focus with specific developments on the national records. France, its name is difficult to pronounce, it is subtitled "the book of records". With a particular difficulty in our communication: Although the book has more connection with the specialist of the Guinness beer, the Evin law prevents him from being present on all media, especially television. Thus, the show "The night of records", programmed on France 2, Saturday, could not refer directly to the book. What does however not the vintage 2006 claim best 90,000 sold in France, 11 more than the previous edition, under the impact of a promotional support.

With the boys from 8 to 12 years as the heart of the audience, it is largely a gift purchase and sales peaks reached book before Christmas. Unlike a growing number of books, it is not marketed with a CD-ROM or a DVD. "Our marketing studies have shown us that the parents and grandparents who buy the"Guinness World Records"seek rather to draw the attention of children to anything other than a screen and get them to read." "We do not want systematically redirect computer", says Craig Glenday. "In France, it is encyclopedic, educational, appearance is the most rooted in the minds", says Steve Bateman.

The bias does not make adaptations in some countries, under license, games video, robots, contained on the records available on mobile Internet access or by a system of questions and answers by SMS. In the Japan clothing and accessories such as umbrellas are also at the time of the records. Mark does not hesitate to join actors such as Procter & Gamble, McDonald's and Toshiba for promotional operations.

In France finally, the editor has just launched this year two more targeted and works at small price on the themes of adventurers and the more crazy achievements. Advantage: they found their place at the youth then RADIUS that the pavement of origin sold 27 euros, is arranged among works of reference dictionaries and the "Quid". Which leverages opportunities contact. And plays the modes of recruitment for the Classic Edition.