Here is her report:Ī lively and enthusiastic group of booksellers, authors, teachers and librarians gathered for the Southern California Independent Booksellers Association Authors Feast and Trade Show in Long Beach last Saturday to network, attend education sessions and celebrate SCIBA annual awards. She successfully protected all three hats from naughty rabbits. Maryelizabeth Hart of Mysterious Galaxy attended SCIBA 2011 wearing three hats: bookseller, editor/award nominee and reporter. "Along with Madeline, Oren and Morgan, Scott Moyers of Penguin, Maya Mavjee of Crown and Tina Jordan of the AAP were instrumental in guiding the early planning of the many-layered campaign that is World Book Night in the U.S." Josh Marwell, president, sales, HarperCollins Madeline McIntosh, president, sales, operations and digital, Random House Phil Ollila, chief content officer, Ingram Content Group Michael Pietsch, publisher, Little, Brown, and executive v-p, Hachette Book Group Jeff Seroy, senior v-p, marketing and publicity, Farrar, Straus & Giroux Oren Teicher, CEO, American Booksellers Association "I'd also like to thank three people who served on a formation board earlier this fall," Lennertz noted. Board members are: Molly Barton, v-p digital publishing, business development and strategy, Penguin Patricia Bostelman, v-p, marketing, Barnes & Noble Morgan Entrekin, CEO and publisher, Grove Atlantic Dennis Eulau, executive v-p, operations, and CFO, Simon & Schuster Carl Lennertz, executive director, World Book Night U.S. The board of directors has been announced for World Book Night in the U.S., which will take place April 23, 2012. We are not only concerned with the speed to market in China but also with user needs." "If there are too many vendors participating, the product will become very complex. "We hope to launch products in China that are simple and user-friendly," Onetto said. Reuters reported that Amazon's senior v-p Marc Onetto told Sohu IT yesterday the products are still under discussion regarding copyright issues and that the company does not plan to work with domestic vendors initially. It had been called Joyo Amazon after the company purchased seven years ago in order to enter China, and the name change is "actually more significant in the Chinese language, as there has been a 100% switcheroo in the Chinese characters used in the branding of the site." Penn Olson added that Amazon's sales in China have been less than impressive thus far: "The phenomenal growth of books- and 3C-seller 360Buy in China in the past few years-to be number two in the B2C sector-shows that Amazon missed its prime opportunity in the country." Hoping to increase its impact on the Chinese market, Amazon is in talks with regulators to introduce its Kindle and Kindle Fire in China. Amazon has undergone a name change in China-from Joyo Amazon to Amazon.cn, "a sign that the company is ready to stand alone on its global brand," Penn Olson reported.