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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 education 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. “It’s still a relatively young The Volkswagen van used to advertise the Penguin-Companhia partnership ing in Brazil. “I feel I understand relationship, but it is showing great how Brazilians do business,” he promise,” says Makinson. “We are Editora Paralela, which publishes learning systems from SEB Brazil, says. “I feel culturally aligned selling more rights to them than Penguin’s stalwart chart topper a move that immediately turned there—which is not always the we might otherwise, and we’ve Patricia Cornwell, among other Pearson into one of the leading case with some of the places where been bringing their books into the bestsellers. Another outcome has educational groups in Brazil. The I travel for business.” He also says global English-language market. been an acceleration of Compan- resulting internal relationships that he’ll likely be spending more Overall it’s doing well.” hia’s digitization program, as the should help Companhia boost time there in the coming years, Makinson notes that part of publisher is now able to tap into sales to the government’s school particularly in 2014. “It’s good to the appeal in acquiring Compan- Penguin’s global expertise. adoption programs, as well as know that when the World Cup is hia was Penguin’s track record Penguin’s acquisition came a smooth distribution around the on, I’ll actually have an excuse to with commercial books; in the little more than one year after its vast country. go,” he says. “Though,” he adds, intervening year Companhia has parent company, Pearson, spent Contrary to rumors, Makin- pragmatically, “I wouldn’t bet on since launched a new imprint, £326 million to buy private school son flatly states that Penguin’s in- England beating Brazil at home.” •

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EditoraConceito_Anuncio_23,5x15cm.indd 2 26/09/2012 12:12:51 BRINGING BRAZILIAN BOOKS CLOSE TO READERS WORLDWIDE The International Book Center, linked to the National Library Foundation (FBN–MinC), is the PUBLISHING BRAZILIAN AUTHORS? new government agency responsible for the promotion of Brazilian literature and books worldwide. Following the enhancement of the Support Program for the Translation and Publication of Brazilian Authors Abroad in 2011, the Center has launched new programs to THE GOVERNMENT OF BRAZIL reinforce its actions. WANTS TO HELP. 01 03 Support Program for the Translation and Residency Program for Foreign Publication of Brazilian Authors Abroad Translators in Brazil

Foreign publishers interested in publishing Foreign translators already working on the Brazilian authors are eligible for this program. In translation of a Brazilian book may apply for a order to apply for a grant, the publisher must maximum grant of R$ 15,000 for a residency of present a title for translation or reissue in print, up to five weeks in Brazil. The grant should e-book or both. All applications must include a cover living expenses and airfares. In the first marketing and distribution plan, the translator's part of the program, translators are invited for resume and contract with the publisher, and a an immersion in Brazilian culture focusing on signed copyright agreement between the the needs of their specific work. In the second publisher and author, if the work is not within the part, they will engage in workshops, lectures, public domain. A committee of external courses and other activities organized by consultants, members of the National Library translation study centers associated with Foundation and professionals from other areas the program. of the Ministry of Culture (MinC) will evaluate each project. The maximum grant offer is US$ 8,000 and the program is permanently open. 04 Exchange Program for Brazilian Authors 02 Foreign publishers may apply for grants to cover Support Program for the Publication of Brazilian the travel expenses of Brazilian authors Authors in the Community of Portuguese- promoting their books abroad. Speaking Countries (CPLP)

Publishers from CPLP member states who wish THE BRAZILIAN NATIONAL LIBRARY OFFERS to publish literary works or titles in the The grants in Frankfurt humanities by Brazilian authors are eligible for FOUR DIFFERENT KINDS OF GRANTS TO SUPPORT this program. The aim is to boost the presence of Learn more about the Brazilian grants at these Frankfurt PUBLISHERS WORLDWIDE IN THEIR EFFORT TO Brazilian literature in African countries where events with Fábio Lima, the coordinator of the Translation Portuguese is the official language (Angola, Cape Support Program: PROMOTE THE BRAZILIAN LITERATURE. THERE

Verde, Guinea-Bissau, Mozambique, São Tomé Brazilian Translation Grants: a general presentation | ARE GRANTS FOR TRANSLATION, PUBLICATION, and Príncipe), East Timor and Portugal. The Thu, Oct 11, 16:30 | Fri, Oct 12, 10:00 | Brazilian Booth | maximum grant offer is US$ 6,000. Hall 5.1, E953 AUTHOR'S TRAVELS AND TRANSLATOR'S RESIDENCY

The Brazilian Translation-support Funds: a conversation IN BRAZIL. ALL YOU HAVE TO DO IS APPLY. with Fábio Lima | Fri, Oct 12, 13:00 | Sparks Stage | Hall 8, N988

BRAZIL GUEST OF HONOUR AT THE FRANKFURT BOOK FAIR 2013 For further information, visit www.bn.br/cil/translation or write to [email protected]. WWW.BRAZIL13FRANKFURTBOOKFAIR.COM BRINGING BRAZILIAN BOOKS CLOSE TO READERS WORLDWIDE The International Book Center, linked to the National Library Foundation (FBN–MinC), is the PUBLISHING BRAZILIAN AUTHORS? new government agency responsible for the promotion of Brazilian literature and books worldwide. Following the enhancement of the Support Program for the Translation and Publication of Brazilian Authors Abroad in 2011, the Center has launched new programs to THE GOVERNMENT OF BRAZIL reinforce its actions. WANTS TO HELP. 01 03 Support Program for the Translation and Residency Program for Foreign Publication of Brazilian Authors Abroad Translators in Brazil

The Brazilian Translation-support Funds: a conversation IN BRAZIL. ALL YOU HAVE TO DO IS APPLY. with Fábio Lima | Fri, Oct 12, 13:00 | Sparks Stage | Hall 8, N988

International Center for Books Abrelivros Contact: Mr. José Castilho, Contacts at the Brazilian National Library Associação Brasileira de Editores de President Centro Internacional do Livro na Livros Escolares Phone: +55-11- 3242-7171 Fundação Biblioteca Nacional Association of Brazil’s largest Email: [email protected] Manages federal translation sup- K-12 educational publishers; very ------You Need strong and active organization port programs and offers guidance Brazilian League of Publishers to international publishers. based in São Paulo. Liga Brasileira de Editoras www.bn.br/translationgrants www.abrelivros.org.br Over 100 independent publishers Contact: Mr. Fábio Lima, Contact: Ms. Beatriz Grellet, to Have in belong to this association, repre- Translation Support Coordinator Executive Manager senting small- and medium-sized Phone: +55-21-2220-1987 Phone: +55-11-3666-2801 publishers in Brazil. Email: [email protected] Email: [email protected] Brazilian www.libre.org.br ------Contact: Mr. Haroldo Ceravolo, Brazilian Book Chamber Brazilian Association of President Publishing Câmara Brasileira do Livro Reprographic Rights Phone: +55-11- 5084-8202 Main national association of book Associação Brasileira de Direitos Email: haroldo@alamedaeditorial. publishers, booksellers and dis- Reprográficos com.br tributors, based in São Paulo, also Brings publishers together to fight ------organizes the São Paulo Book Fair. book piracy and offer legal alterna- Brazilian Publishers Project www.cbl.org.br tives; founders of the Pasta do Pro- The Brazilian Publishers Project, Contact: Mr. Mansur Bassit, fessor project. an agreement between the Brazil- SUBSCRIBE: Executive Director www.abdr.org.br ian Book Chamber and the Brazil- Phone: +55-11-3069-1300 Contact: Mr. Dalton Morato, ian Trade Investment Promotion Email: [email protected] Executive Manager PublishNews Brazil, an on- Agency (Apex-Brasil), promotes Phone: +55-11-5052-5965 line trade magazine focused ------the Brazilian publishing industry Email: [email protected] on the Brazilian publishing Book Publishers National Union in the global market. market, offers weekly email Sindicato Nacional dos Editores de Livro ------www.brazilianpublishers.com.br updates in English. Get the Book publishers union in Brazil, Brazilian Association of Contact: Ms. Dolores Manzano, latest trends, books and buzz based in Rio de Janeiro; organizes University Presses Executive Manager in your inbox each week. the Rio de Janeiro Book Fair. Associação Brasileira de Editoras Phone: +55-11-3069-1300 www.snel.org.br Universitárias Email: brazilianpublishers@cbl. Brings together the top university org.br Subscribe for FREE to Contact: Ms. Lis Castelliano, Executive Director presses in Brazil, many related to ------PublishNews Brazil at: Phone: +55-21-2533-0399 public universities. » publishnewsbrazil.com Email: [email protected] www.abeu.org.br ------11 Oct 2012 • Reading Brazil • PAGE 7 Brazil’s Publishing Powerhouses Brazil by the Numbers Brazil’s best and and showed that there was a big demand for high quality literature Statistics on Brazil’s publishing industry in 2011 from the brightest are here at an accessible price in Brazil. Brazilian Book Chamber and Pró-Livro Institute. “Writers then started to migrate not only to buy, but to us, and we slowly built a strong Size of the publishing market catalog with significant authors, Total revenue of the publishing industry: $2.576 billion such as Vinicius de Moraes,” says also to sell rights! editor and founder Luiz Schwarcz. Market size at Consumer values: $3.312 billion Companhia das Letras was also Government purchases: $739 million By Iona Teixeira Stevens the first publisher to successfully get its Brazilian authors published Breakdown of publishing revenues in 2011 From Nicholas Sparks to chil- abroad, among them Daniel Galera dren’s books, classic author Gra- and Michel Laub. Government share: 28.7% ciliano Ramos to young Brazil- Last year, Penguin bought 45% K-12 share: 53.2% ian talents, Brazilian publishers of Companhia das Letras. The part- Bookstore and distributors: 57.5% are at the Frankfurt Book Fair in nership resulted in a new imprint, full force. You can also find other Companhia das Letras-Penguin, Alternative markets: 13.8% publishers at the Brazilian Book which publishes titles from the Digital sales: less than 1% Chamber stand in Hall 5.1 E941. British publisher in Portuguese. Intrínseca Record Number of titles and publishers Based in Rio de Janeiro, In- (Hall 5.1 E950) What started Total copies of books sold: 470 million trínseca combines good literature as a small politics and law book New titles launched : 20,405 and commercial success. In 2003 publisher by two brothers-in-law founder Jorge Oakim kick-started some 70 years ago is today the Number of active publishers: around 600 the company—at the Frankfurt biggest publisher in Brazil. Re- Book Fair, no less—by buying his cord has 11 imprints and a catalog Buying and reading books in Brazil first title, Hell by Lolita Pill. In- of 6,000 titles, covering subjects Bookstores: around 1,000 trínseca mixes popular and com- from self-help to American fiction Points of sale for books: around 5,000 mercial authors, such as Rick Rior- and classic Brazilian authors, like dan and Stephenie Meyer, along Graciliano Ramos. Some of Re- Newspaper kiosks that sell books: 30,000 with acclaimed ones, like Lionel cord’s bestsellers include Spencer Book readers: 88.2 million people Shriver and Jennifer Egan. This Johnson’s Who Moved My Cheese?, People who read books in English: 6.2 million year Intrínseca is at the top of all books by Brazilian Lya Luft and the bestseller lists thanks to one American Harold Robbins. In the People who read books in Spanish: 4.4 mi particular book—you guessed it— 1970s the publisher put out Tieta Fifty Shades of Grey and its sequels. do Agreste from beloved Brazilian You will not see dozens of novelist Jorge Amado. This was no- books coming out from Intrínseca table, says Sergio Machado, presi- each month. Instead, Mr. Oakim dent of the publishing group, “not focuses on small-scale produc- only because of the book itself, tion: “One key title in our history but also because of the marketing was The Revenge of Gaia by James campaign, which was very bold for Lovelock. It was selected as the the time.” best book in 2006 by Brazilian and In order to manage the enor- international press, and it showed mous editorial production, Record that it was possible to publish only built its own production plant, a few, good-quality books.” equipped with a Cameron printer. Novo Conceito Callis Founded in 2004, the young (Hall 8.0 D920) Callis is anoth- publisher Novo Conceito, which er Brazilian publisher that began means New Concept, transitioned at the Frankfurt Book Fair. In 1992, from a technical and medical pub- editor Miriam Gabbai was passing lishing house into a bestseller ma- by a stand and saw a children’s col- chine. Nicholas Sparks’ Dear John lection entitled Famous Children. marked the company’s entry into The book featured the childhood commercial fiction, and since then, stories of famous classical music nearly every new book has been composers. Excited, she acquired embraced by the public. the rights only to find out that Based in Ribeirão Preto, in the back in Brazil, people doubted she interior of the state of São Paulo, would be able to sell many copies. Novo Conceito is growing by the She proved her critics wrong, and day. CEO Fernando Baracchini tells today Callis is among the top chil- us that new imprints are on their dren’s publishers in the country. way: “We are diversifying to new Callis is also investing heav- areas with fantasy books and the ily in selling rights. After Famous new imprint New Pages, reserved Children, she added titles about only for Brazilian writers, that will Brazilian musicians and compos- help us find new national talents.” ers, such as a recent book about Companhia das Letras Carlos Gomes, one that has been (Hall 5.1 E954) One of the translated and published in Ja- most celebrated Brazilian pub- pan, Canada, Argentina, France lishers, Companhia das Letras was and Mexico. “Our challenge now is founded in 1986. Their first book, to strengthen rights sales. We are Edmund Wilson’s To the Finland not here only to buy, we are here to Station, soon became a bestseller sell,” says Gabbai. • For further information, visit: www.brazil13frankfurtbookfair.com At the Frankfurt Book Fair, visit the Brazilian Booth at Hall 5.1 E953.