inkspatters:
How I Live Now by Meg Rosoff (pretty sure this one's also won some prestigious award)
According to the Random House website, it was nominated for/won the following:
WINNER 2005 - Michael L. Printz Award Winner
NOMINEE - Los Angeles Times Book Prize
WINNER - Boston Authors Club Julia Ward Howe Prize
WINNER - Branford Boase Award
WINNER 2005 - ALA Best Books for Young Adults
WINNER - Publishers Weekly Flying Start Author
WINNER - Booklist Books for Youth Editors' Choice
WINNER - Kirkus Reviews Editor Choice Award
WINNER - Publishers Weekly Best Children's Book of the Year
WINNER - Horn Book Fanfare
NOMINEE 2005 - Orange Prize for New Writers
In the UK, it's nomination for the Orange Prize was a big deal because that usually falls to women who write for adults, so it helped to build cross-over appeal. As a result, a lot of UK bookstores would market it on the YA and the 'adult' tables, which helped with the sales.
A similar thing happened for The Book Thief by Markus Zuzak. The Random House website has it down as being nominated for/winning the following:
NOMINEE 2006 - Commonwealth Writers Prize for Best Book (South East Asia & South Pacific)
WINNER 2007 - ALA Best Books for Young Adults
WINNER 2007 - Michael L. Printz Honor Book
WINNER 2007 - Book Sense Book of the Year
WINNER 2006 - Horn Book Fanfare
WINNER 2006 - Kirkus Reviews Editor Choice Award
WINNER 2006 - School Library Journal Best Book of the Year
WINNER 2006 - Publishers Weekly Best Children's Book of the Year
WINNER 2006 - Booklist Children's Editors' Choice
WINNER 2006 - Bulletin Blue Ribbon Book
WINNER 2009 - Pacific Northwest Young Readers Choice Master List
Again, it was sold on both adult and YA shelves.
Cross-marketing is done for some titles, in addition to those listed above, I would also add:
- The Boy In The Striped Pyjamas by John Boyne, which despite being clearly aimed at a MG/YA audience, got a lot of adult sales - not least when it was made into a film.
- The Black Magician Trilogy by Trudi Canavan, which was marketed on the YA shelves and the adult fantasy shelves.
- Harry Potter Series by J. K. Rowling, which famously had adult and child versions of the covers;
- The His Dark Materials Trilogy by Philip Pullman, which actually won what was then the Whitbread Book of the Year (the first time a children's title had ever done so).
There are plenty of other authors out there who could be marketed on a cross-market basis but in practice publishers are reluctant to do so because it costs so much money to do the relevant marketing and promotion. As a result, most make a judgement call and decide to focus on the market where they will make the most sales.
Personally, I think that the huge numbers of people (especially women) who peruse the YA shelves is making the market distinction irrelevant. Most of the YA book blogs I know are run by grown ups, so there's a lot of awareness out there as to what's coming out and what's happening.
MM