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Reading Brazil READING BRAZIL News and Trends from the Brazilian Publishing Industry Frankfurt Book Fair • Thursday, 11 October 2012 • Published by Publishing Perspectives & PublishNews The Brazilian National Library’s shelves hold priceless incunabula, manuscripts and books In 2013, Frankfurt Demand Grows for English- Will Learn to Samba Language Books in Brazil BY CELSO DE CAMPOS JR. Rising government Next year, Brazil takes the role of Guest of Honor Brazil is rocking. The World spending on education, at the Frankfurt Book Fair. Here’s what to expect. Cup. The Olympics. The economy. Gisele. Books . Books? Yes. In along with more English. BY IONA TEIXEIRA STEVENS new, vibrant generation of books, In English? Yes, once again. international ties, fuels authors and publishers. The country’s fantastic boost demand for English- A country full of different A recent study from the Pro- opens a Maracanã-like window of voices and cultures that interact book Institute shows that about opportunities for companies that language materials among themselves and interna- 50% of the Brazilian population is work with imported books in the in the habit of reading. That might tionally, in a continual renewal— land of samba. “The growing Bra- This optimistic view is also not seem like a lot, but when one that is the core message that Brazil zilian market demands news and shared abroad. “Brazil is the larg- considers that it represents over 88 wants to send out to the publish- knowledge. Quality products—be it est market for books in South million readers, publishers can’t ing world in 2013. The National Li- art books, technical, trade—can be America and is also a major glob- help but be optimistic about the brary, responsible for the country’s brought to Brazil. Selling them can al book market. As the Brazilian huge market size and great growth book policies, will focus on Brazil’s be a differential both for distribu- middle class grows, the demand potential. Brazilians are also keen dynamic and diverse cosmopoli- tors and booksellers,” says Sandro for English-language books will on technology-driven reading—a tan literature, how this literature Silva, managing director of Super- continue to increase,” says Phil recent study shows that Brazilians always has—and will continues pedido Tecmedd, one of the largest Ollila, Chief Content Officer of In- are buying five tablets per minute*. to—absorb different trends and book distributors in Brazil. gram Content Group. Last month, Brazil will be represented at cultures and reinvent itself. Ingram launched a program in col- the ceremony of the passage of the Brazil is the second country to laboration with Brazilian print-on- baton by Brazilian author Milton have been twice invited as Guest of Join us for Caipirinha Hour demand company Singular Digital. Hatoum, who will receive it from Honor at the Frankfurt Book Fair. “In terms of content, we see a two- the New Zealand delegation on The first time was in 1994, and way relationship with Singular October 14th. From then on, it’s Brazil could not be a more differ- Digital with books in Portuguese all about preparation, with lots of ent country than it was back then. coming to North America and our ginga**. The Ministries of Culture A decade of solid economic growth English language title base avail- and International Relations are in and social development are start- TODAY at able in Brazil.” ing to have an impact on the coun- charge of Brazil’s participation in 5:30 p.m. try’s artistic production, and with Frankfurt, and the organizing com- Education is the Key the help of long-term book and mittee is presided over by Galeno Hall 5.1, According to survey from the reading incentive policies, Brazil- Amorim, president of the National Stand E953 Organization for Economic Co-op- ian literature is flourishing with a Library . more on page 2 » eration and . more on page 2 » Page 2 • Reading Brazil • 11 Oct 2012 Demand Grows for Superpedido Warehouse English-Language Books in Brazil cont’d from page 1 . Devel- opment (OECD), Brazil increased public spending on education from 10.5% of total public expenditure in 2000, to 14.5% in 2005, and to 16.8% in 2009—one of the steep- est rates of growth among the 33 countries analyzed. No wonder ed- ucation plays a vital role in the dif- fusion of English-language books throughout the country. “Brazil’s educational system is changing, with a huge increase of the number of students. Foreign language books can provide capac- itation and keep them updated,” guarantees Superpedido’s Silva. Accordingly, it’s only natural Beatriz Alves, Oxford University Press that the largest academic press in the world also has its eyes focused in the country: “Oxford bets heav- Galeno Amorim, President, Brazilian National Library ily on Brazil and has an aggressive goal on medium and long terms,” says the Regional Sales Manager Brazill as Guest of Honor 2013 in Frankfurt for Oxford University Press, Beatriz Alves. “And it’s important that not cont’d from page 1 . Founda- 40 grants in total,” says Amorim. only the government, but also the tion (FNB). “One of the main goals “But in the last year, Germany book chain, support the imported is to stimulate and multiply trans- stands out. It became the most de- product so Brazil can become a lations of Brazilian books abroad. manding country, with 25 grants country of English readers aptly Of course, we also want to present in total.” A new literary magazine, prepared to the job market in Bra- the opportunities that the Brazil- Machado—launched here at Frank- zil and in the world—as well as in ian publishing market has to offer furt—will publish texts by Brazil- other BRIC countries.” • to investors. Brazil’s participation ian authors in English and Spanish, is based on three axes: literary, cul- offering an overview of Brazilian tural and economic,” says Amorim. contemporary literary production He explains that one of the main for the international rights market. challenges will be how to ensure One of the highlights of the that the opportunity to showcase program in 2013 will be the exhi- the country “has a long-term ef- bition at the Cultural Pavillion. fect, and that does not finish at the A 2,500-square-meter space de- Book Fair’s end in 2013.” veloped by scenographer Daniela Amorim notes that through- Thomas and architect Felipe Tas- out 2013, at least 80 Brazilian au- sara will display a multifaceted and thors will visit Germany to hold conceptual vision of Brazil. readings and debates across the Now, all the Frankfurters have country, not only for the Frank- to do is to start practicing some furt Book Fair, but also for fairs in samba steps for next year, when Leipzig, Cologne and Berlin. the Brazilian drums will sound In the lead-up to Frankfurt, throughout the German city. • about 250 Brazilian books are ex- *Source: IDC Brazil pected to be translated via the ** Ginga is an untranslatable FBN’s translation grants. German Brazilian word that means an el- translators are a very important egant, flexible and happy way to part of this process. “Historically, adapt and to improvise in order to France is the country that most overcome obstacles—or to win the benefited from the program, with football World Cup five times. The Brazilian National Library Picture this: you are a king and Napoleon Bonaparte is after you. You decide to flee to your colony. You pack all your belongings—you obviously would not leave them behind—and fill one of the caravels with the Royal Library’s books. That is the origin of the Brazilian National Library. In the 19th century, the Portuguese Regent Prince Dom João brought the precious collection of the Royal Library to Bra- zil. This included priceless incunabula, manuscripts and coins—some 60,000 items—and built what would become the historical building of the Brazilian National Library in Rio de Janeiro. Today the National Library Foundation, or FBN, is part of the Ministry of Culture, and is responsible for all book and reading incentive policies in Brazil. 11 Oct 2012 • Reading Brazil • PAGE 3 “Brazil is as Sophisticated a Market as the US or Britain” BY EDWARD NAWOTKA vestment in Companhia is not the In 2011, Penguin Acquired 45% of Brazilian publisher centerpiece of a Latin American “Brazil is a very high-quality strategy. “We don’t have a Latin market, both in terms of publish- Companhia das Letras—and for some very good American strategy, and won’t have ers and readers,” says Penguin CEO reasons—as Penguin CEO John Makinson explains. one for the time being. Nor is this John Makinson. “In most areas it is about publishing books in Portu- comparable to America or Britain gal. We regard Brazil as an impor- or any other developed markets.” tant market in its own right.” And the man knows of which he He also notes that lumping speaks, having led Penguin to ac- Brazil’s publishing business into quire 45% of Companhia das Le- comparisons with China and In- tras, a renowned publishing house dia, where Penguin has also es- based in São Paulo, in December tablished operations, is not quite last year. It represented the first right. “China and India feel like time a British trade publisher had emerging book markets,” he notes. made a significant investment in a “Brazil does not. While they are Brazilian publisher. not quite there with digital yet, The investment came almost that is likely about to change, and two years after an initial partner- when it does it will happen fast—in ship to launch Penguin Compan- months, not years.” hia, a Brazilian imprint which On a personal level, Makinson publishes classic titles from both says that he is comfortable work- houses.
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