The Bookwire Spanish and Portuguese Digital Markets Report

Bookwire Index

1. INTRODUCTION 3

2. DIGITAL TRENDS IN THE SPANISH AND PORTUGUESE MARKETS 5

3. IN THE SPANISH AND PORTUGUESE MARKETS 7

ARGENTINA 7 10 12 14 ECUADOR 16 SPAIN 18 MEXICO 23 PERU 27 PORTUGAL 28 4. CONCLUSIONS 30

5. ABOUT BOOKWIRE, CREDITS AND ACKNOWLEDGEMENTS 33

Notes 34

Bookwire The Spanish and Portuguese Digital Markets Report 3

1. INTRODUCTION

Over the past few years, many international pub- will grow by 2.5% in 2015, one of the lowest rates lishers who regularly attend fairs in Latin in a decade, according to IMF numbers. This rate American countries and have established their may be pushed up by a highly likely rise in foreign publishing brands on that continent have clearly demand, or it could fall if the decrease in demand observed two critical issues central to the future for raw materials were to force prices down. of there: print book exports to the region In such case, Latin American economies with have stagnated – and are trending downward – greater dependence on exports may enter into a while the emerging digital transition is beginning period of sluggishness. generate keen interest all over the region. There is a convergence of forces that could lead to a real In this decade, has witnessed a sig- explosion of digital commerce in these countries nificant rise of the middle class (50% according to within the next decade. the World Bank), private consumption (now up to 67% to 75% of the GDP) and access to education This paper presents a range of essential figures (school enrolment rates have greatly increased and perspectives with a view to enabling profes- although there are still high levels of poverty and sionals in the publishing sector around the world inequality). Some indicators suggest that the to understand the transformation currently region is facing a profound social (and cultural) taking place in the Spanish- and Portuguese- transition. In order to sustain future growth language markets, as well as the business and continue progress in reducing poverty and opportunities this transformation presents. inequality, Latin American countries need to Spanish-language markets represent over 500 address three important challenges: support million Spanish speakers mainly living in Latin for education, a firm commitment to the digital America and Spain, along with the US, where economy, and an increase in R&D spending, the latest census counted over 50 million people which represents 0.8% of regional GDP – still a of Hispanic or Latino origin, including nearly 40 far cry from the nearly 3% in the U.S. or 3.4% in million who speak Spanish at home. Portuguese South Korea. markets represent over 200 million Portuguese speakers, living mainly in Brazil and Portugal, as In order to analyse and design suitable business well as Mozambique and Angola. scenarios, it is important to distinguish the two eco- nomic and largely geo-political blocs which have A decade of economic, political and social sta- emerged in Latin America. On the one hand, the bility across Latin America has provided a solid Pacific Alliance (Chile, Peru, Colombia y Mexico), foundation for its various book markets. A look at and on the other Mercosur (, Brazil, the data around future growth in Latin America, Paraguay, Uruguay and Venezuela). The first bloc is however, should give any publishing professional much more dynamic, pragmatic and open, and the pause. Latin America and the Caribbean are second bloc is more protectionist and bureaucratic. currently in a period of transition: the end of the Needless to say, the first bloc offers better perspec- “golden decade” (2003-2013), a cycle of prosperity tives for all kinds of business and transactions, marked by continuous economic growth and particularly in the book sector, primarily due to the huge social progress, and the birth of a new era opening up of its economies to the outside world that will be marked by a slower growth rate and and the free trade agreements they have with a drop in the prices of raw materials. A number Europe, Asia and the U.S. A basic working knowl- of sources have forecast that Latin America’s GDP edge of this situation is an important prerequisite

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to designing publishing business and marketing these countries. At the same time, the growing strategies for the continent. penetration of e-commerce platforms, both B2B and B2C, and their arrival in America mark the We firmly believe that digital books offer a beginning of a new and undeniably significant unique opportunity for Spanish- and Portuguese- market ecosystem in terms of the potential for language publishing, a global marketplace that greater visibility for Latin American publisher could create greater visibility for Latin American catalogues. Considering that the number of pub- titles on both sides of the Atlantic. For the past 40 lishers that exported paper books to America was years, the Spanish-language book business has relatively limited until recently, the ready avail- been built on a lack of symmetry between Spain ability of mature digital platforms could bring and Latin America. Spanish books travelled to about an exponential increase in the number of America but Latin American books for the most titles available in Spanish in Latin America from part didn’t make it to Spain, or arrived in dribs publishers all over the world. From this stand- and drabs. Digital books have the potential to point, the digital book business has reached a shatter this imbalance if Latin American pub- crucial juncture on both sides of the Atlantic. lishers understand and accept the need to build The opportunity is there and should be realized, the basic digital infrastructure necessary to make both in Spain and Latin America. As readers, we their own publishing industry competitive. can consider ourselves extremely lucky; access to a great mass of content in Spanish is excellent The design of digital distribution and sales news. channels is essential for emerging publishers in

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2. DIGITAL TRENDS IN THE SPANISH AND PORTUGUESE MARKETS

Though it wouldn’t be correct to talk about Latin thus contributing to a gradual improvement America as a unified whole, given that each in the GDP of each country in the region. A rise country moves at its own pace and has its unique in 3G broadband connections would yield an characteristics, still there are general trends increase in mobile e-commerce for the entire throughout the continent, and these should be region – keeping in mind that mobile (cell) phone analysed with precision, as well as with a certain penetration currently stands at 84% across Latin amount of caution. America.

In a few short years we have seen the world’s When it comes to the book world and its poten- economy begin to revolve around the Internet. tial development, there are two important phe- According to the World Bank, every 10% nomena to look at: publishing production on one increase in penetration on the Internet can hand, and on the other the speed of the digital mean a 1.3% growth rate in the GDP of emerg- transition in buying habits. According to recent ing countries. Latin America is a continent with research published by CERLALC1 in its report, a very high growth forecast despite the fact that “Libro en Cifras nº 5” (The Book in Numbers, the average of internet connected users is a little No. 5), we are at the brink of an important transi- over 40%, whereas the average in OECD coun- tion. Here’s a look at some of the data: tries is around 80%. The potential for growth is very high due to the substantial rise of the End of year data for 2013 shows an increase in middle class throughout the entire continent publishing production of 8.9%, from 178,971 titles resulting from the positive economic outlook in published in 2012 to 194,009 titles in 2013. the region. The number of titles published digitally account- Despite this growth, the region still has an enor- ed for about 17%. mous digital divide, both of supply and demand. The former is caused by the limited reach of wired have increased share from 8% of networks due to lack of infrastructure, which books published in 2010, to 14% in 2011, and translates into slow Internet connections; the 17% in 2013. latter is determined by the economic inequality affecting much of the population and related low Although the digital percentage may still seem levels of cultural and educational attainment. fairly low, what is noteworthy is the way the Nevertheless, Internet usage is increasing rapidly numbers are trending upward. Coupled with and penetration is expected to reach 53% in 2016, the large increase in the number of readers who with an annual growth rate of 13%. claim to read on electronic devices, it would be reasonable to assume that there will be a sub- Breaking the digital divide is a challenge faced stantial change in habits in the region. by all Latin American economies. Economic modernization requires investing in new technol- For more than a year now, e-commerce ogies and promoting Internet use in areas such via B2C channels has been very strong. Many as business, industry, and politics. In this sense, it Spanish publishers have acknowledged that their is essential to encourage and implement public digital sales in Latin America account for 25% to policies that support the adoption of broadband, 50% of their total worldwide sales.

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Figures pertaining to LATAM paper imports allow Estimate by Country us to contrast the content and impact of books Institutional digital book sales market share Total 100% exported from Spain.

Value of Book Exports by Subject 2013 2013/12 50%

Literature 10.38% -16.76% 36 30 26 20 18 14 Religion 18.64% 14.81% 0% Brazil Mexico Chile Colombia Argentina Peru Science and technology 13.20% -13.01% The significant loss of momentum for print Social Science 12.53% -7.26% books in all non-retail sales channels in the Children’s & young adult region is increasingly plain, opening up major 14.32% -4.88% literature business opportunities for publishers that lead the creation of new institutional B2B sales chan- nels. Publishers capable of implementing new According to various studies, 60% of these sub- business models and digital sales networks2 in jects are absorbed by non-retail channels. This Latin America will achieve a secure and lasting suggests that reach of the digital transition has competitive advantage. Fearlessness in embrac- the potential to be very broad, with accelerated ing innovation through new business models rates of change. designed to facilitate access and purchasing by , universities, schools and government The predictable and already evident decrease in institutions will be one of the keys to the digital print book sales is bound to be accompanied by market in the region. an increase in digital sales, particularly in librar- ies, universities, and institutions. A reasonable Finally, one model with great potential for Latin forecast would be that in four or five years, more America is subscription, primarily through retail than 60% of purchases by libraries and universi- channels and linked to major telecom opera- ties in Latin America will be entirely digital. It is tors, which will offer ebooks as part of service consequently essential to develop far reaching packages including television, fixed and mobile e-commerce networks, aggregation platforms telephony, and related cultural and entertain- with large and comprehensive catalogues and ment content such as music, video, films, and user-friendly purchase mechanisms, and clearly videogames. The development of these models identifiable commercial metadata. Print on should lead the publishing industry to view sub- demand (POD) is also likely to reach significant scription models from the perspective of a service volume within a very short space of time. rather than conforming to the pay-per-download model.

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3. PUBLISHING IN THE SPANISH AND PORTUGUESE MARKETS

The enormous production of titles in the last ʞʞ Promotion of policies to support the digiti- few years, both in print and digital, would seem sation of publishing content. to indicate that LATAM is thirsty for books. This increase in production is evidenced by the data ʞʞ Support of access to reading through periodically gathered by CERLALC, using national public policies. ISBN agencies as sources. In 2013, 194,009 titles were published in Latin America, an increase of ʞʞ Reduction of unit prices with a view 8.9% over the 178,971 titles published in 2012. to reaching larger segments of the population. Stepping back to look at production rates within a broader time frame, the remarkable increase ʞʞ Construction of reading networks and new from the 49,648 titles published in 2000 means marketing channels for the dissemination that production has increased at an average of books. annual rate of 12%. This significant growth, sus- tained over many years, leads to the conclusion ʞʞ Plans to support the bookstore ecosystem. that highly consolidated and competitive nation- al markets are being created. ʞʞ Promotion of policies to generate demand.

Even so, LATAM is still a basically an import ʞʞ Development of policies to promote the market with running trade deficits. Moreover, its widespread incorporation of information boost in production has not been accompanied technology to every link in the book value by a significant increase in rates of reading, which chain in order to increase return on invest- implies a growing tension in distribution chan- ed capital. nels with little flexibility in terms of operational functionality. This state of affairs points to certain variables that need improvement in the Latin ARGENTINA American book ecosystem: The Republic of Argentina, with a population of ʞʞ Improvement and expansion of digital over 41 million inhabitants and one of the highest sales and distribution channels. rates of development, per capita income, and quality of life in South America, is a major power ʞʞ Creation of national metadata standards, for in the region. both print and digital formats, so that any sales platform can receive clean, well-formed An initial glance at the latest survey on cultural metadata, both structural and commercial, consumption3 indicates that Argentina is one of ready to be ingested into its databases and the countries with the highest rates of reading made available to all kinds of users. in Latin America. There are a lot of readers (85%) and reading habits are widespread in almost ʞʞ Linking these national standards into a every format (newspapers, books, magazines worldwide Spanish pan-Latin American and computer screens). 73% of the population standard should be considered as a move reads newspapers, about 56% reads at least 1 toward the construction of a powerful book a year, a little less than 50% have read mag- digital framework for global e-commerce. azines over the past year, and almost the same

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percentage read texts from computer screens or music online, and finding out the latest news tablets. from newspapers or alternative media are also common activities. 30% of Argentinians play Digital reading is already widespread when it videogames. comes to newspapers, although it is much lower for books (just 8% of the population claims to The penetration of digital technologies in the have read a digital book). Computer screens are publishing industry is uneven. Although online the fastest growing format and have already newspapers, blogs and magazines are increasing reached 45% of Argentineans, more than double steadily and may snatch consumers away from the percentage revealed by the First National the print market, the consumption of ebooks is Reading Survey 10 years ago. As to those who very scarce in Argentina and still in no position to reported reading at least one book a year, 37% complement traditional books. The most popular read weekly (either every day or a few days a spending on culture is the purchase or rental of week), 11% read on a monthly basis and 8% read films or movies: 55% spent money on that sector with less frequency. Looking at the total popula- during the last year and 34% spent up to $100. tion of the country (including those who do not The percentage of consumers who purchased read), almost 3 books are read a year per person books within the last year (39%) is somewhat aged 12 or older. The most widely read genres are lower than that of consumers who bought or stories, novels, and biographies, and the most rented films, but the amount spent was greater popular subject is history. (20% spent more than $200 on book purchases). Total spending on culture comes to about 5% of Books are therefore widely read in Argentina: the minimum yearly salary the year the survey 56% of the population, the highest rate in Latin was given (2013) excluding Internet, and 9% if the America. However, magazines, read by 47% cost of Internet is included. of readers, seem to be at a standstill or on the decline. Until recently, digital books have been a According to the Cámara del Libro de Argentina4, marginal phenomenon: only 7% of Argentinians publishing production rose in 2013 to 27,757 read in both formats and just 1% claim to exclu- titles and 88,171,750 copies. There was a 5% sively read ebooks. increase in titles over 2012, when 26,367 titles were published, however there was a 6% Cell phones play a central role in digital con- decrease in copies, as 2012 saw the production of sumption. Their extended use as music and radio 94,272,206 copies. players indicate significant possibilities for devel- opment. 24% of users connect to the Internet via Looking at titles by declared print run, the their cell phones. average among the 16,366 trade titles is 2,969 copies. 46% of books had a declared print run of Among content consumed online, social net- 1 to 999 copies, 16% of 1,000 to 1,999 copies, and works top the list with a 57% share of users. The about 9% of 2000 to 2999 copies. primacy of social networks is confirmed in a ranking of the most visited websites: Facebook Turning to production figures based on publish- ranks first with 24% of hits and You Tube is ers’ legal status, 55% of books were published second with 22%. 55% of users have a profile by publishing companies, about 17% by other on Facebook and 13% have a Twitter account. businesses, 12% by authors, and 6% by public Checking emails, downloading or listening to universities.

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Book distribution channels may be broken down products, or by causing companies to compen- as follows: sate imports with an equal amount of products sold abroad. In this regard, the information ʞʞ Free distribution: 8% provided by CERLALC for 2013 indicates that 14% of imports came from within Latin America and ʞʞ Newsstands: 8% 86% from outside the region. On the other side of the equation, Argentinian books were exported ʞʞ Bookstores: 20% mainly to Chile, Mexico, Peru, and Uruguay.

ʞʞ Direct distribution: 61% Although the Chamber did not disclose sales volume data, a report from the Observatorio de ʞʞ Institutional sales: 2% Industrias Creativas5 indicates total sales of 3,200 million pesos in 2012, and more recent figures As to formats produced, print books represent estimate the size of the market at about 3,600 84% and ebooks 16%, demonstrating slow annual million pesos. growth with respect to ebooks. 4,427 ebooks were produced in 2013, 58% of which were distributed One positive development of note is the increas- directly, 15% were sold through bookstores, and ing importance of the Buenos Aires Book Fair6. 16% were distributed free of charge. The most It has become the most popular book fair in widely published subjects in digital format were the Spanish speaking world in terms of visitors social science, 19%, and literature, 22%. According (over 1.2 million) and the second most import- to information published by CERLALC (2013), ant in relation to publishing, preceded only by ebooks experienced a higher rate of growth in Guadalajara in Mexico. Argentina than in the region as a whole. eBooks grew in Latin America from 2010-2012 at a rate Lastly, mention should also be made of the excel- of 131.3%, while in Argentina they tripled: in lent selection of bookstores in Argentina, many of 2008, 981 ebooks were produced, while by 2013 which are concentrated in Buenos Aires. By some that number had increased to 4,427. Despite this counts there are more than 2,200 bookstores, strong upward trend, the overall ebook share is with an increasingly important role played by still just 1% of the total market. chains (Fausto, Distal, Yenny, Ateneo, Cúspide), many of which have been modernised Turning now to an examination of foreign trade, in the last few years. These chains often have a three major developments stand out. Firstly, large number of stores, although independent there has been a significant drop in imports, bookstores are also plentiful. According to the which fell from $117 million in 2011 to $52 million Sistema de Información Cultural de Argentina7, in 2013; secondly, there has been a drop in exports there are 2,256 registered bookstores, generating from $41 million in 2011 to $31 million in 2013; and 80% of sales. Bookstores are generally larger finally, there has been a significant improvement than those in Spain and the booksellers who staff in the negative trade balance in the past few them tend to be highly knowledgeable. years due not to an increase in exports but rather to the drastic drop in imports. In short, Argentina is the third largest Spanish- language book producer, behind Spain and The severe reduction in imports was prompted Mexico, with an expanding market and enor- by policies attempting to replace part of the pub- mous potential for digital sales within the next lishing imports with nationally manufactured few years.

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BRAZIL are published per year, with a particular empha- sis on education and practical nonfiction, as well Brazil is the world’s fifth largest and most pop- as fiction for adults, young adults, and children. ulated country (200 million inhabitants), occu- One distinguishing feature of Brazil’s market is pying the eastern half of South America. With a that domestic authors predominate: 51,905 titles value of 3 billion euros, Brazil’s is the ninth largest by Brazilian authors were published in 2012 as book market in the world, behind Italy and Spain opposed to 5,862 by foreign authors. and roughly on a par with Korea and India, while clearly outstripping Russia. The book market in Brazil has been in constant growth for many years. There are more than 750 Despite its recent economic slowdown, Brazil’s highly active publishers, of which more than 500 economy is one of the ten most powerful in the published at least 5 works per year and over 5,000 world. In the last few years it has grown at a rate copies in total, demonstrating a highly developed of 4%, despite evident signs of sluggishness and professional publishing sector and high quality stagnation, with an inflation rate of about 6%. book production measured by international Having experienced exceptional growth, the standards. This, in turn, has led to a significant Brazilian economy appears to be showing signs expansion of the market and awoken the interest of exhaustion, related to a drop in investment of many international publishing groups and the and stagnation in domestic consumption (due major digital retailers. Brazil is a high growth to housing debt) and export commodity prices. market. Fairs such as the Rio Book Fair (Bienal do Growth was weak in 2012 but rose again in 2013 Livro Rio), the Sao Paulo Book Fair (Bienal do Livro (2.5%) and inflation reached 6%. The pace of Sao Paulo) or the Book Fair (Feria economic growth should remain consistent over do Livro de Porto Alegre) have begun to play an the next few years. The country has made a huge important role in the international book trade. effort in the past decade to update infrastructure and increase competitiveness, resulting in across According to information released by the the board improvement in the population’s Brazilian Book Chamber (Camara Brazileira do human development index. Livro)9:

In the cultural sector, Brazil has made huge ʞʞ Nominal growth of the Brazilian publish- strides in improving reading rates and ser- ing industry was 7.52% in 2013. vices. There are now over 5,000 libraries, equal- ling a high ratio of 2.47 libraries per 100,000 ʞʞ This percentage signifies real growth of inhabitants. According to CERLALC8, 4 books are 1.52% in terms of a 5.91% variation of the read per person per year, 50% of Brazilians are HICP in 2013. considered non-readers, and libraries see high rates of use. ʞʞ The total number of copies sold increased by 4.13% counting trade sales only, and The boom of the book sector in Brazil, largely 20.41% counting sales to government. supported by the government through programs to boost education and digital publishing, has ʞʞ This means that the book sector experi- slowed of late. A close look at the publishing enced an increase of 1.70% in 2013 count- sector in Brazil shows a high concentration of ing trade sales only. The average price of capital and a wide range of products on offer in books, however, decreased by 4% if the all areas of publishing. An ample number of titles 5.91% HCIP is taken into consideration.

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ʞʞ The sale of ebooks increased 225.13% from in the sector, these figures do not reflect the 2012 to 2013 but still represents a very reality in view of the lack of transparency of the small percentage of total book revenues. main players in the digital market. These sources indicate that the digital market may be double Looking at data around published titles, pro- what the official numbers indicate. Important duction increased from 57,473 titles in 2012 to Brazilian publishers such as Rocco, Objetiva, 62,235 in 2013, an 8.29% increase. 21,085 of these Record, Saraiva, and Zahar now offer extensive titles were new frontlist and 41,150 were reprints. digital catalogues. There was a 3.59% drop in copies printed, from 485 million down to 467 million. Sales in the In the last few years, Brazil has turned into an sector increased from 4.984 million reals in 2012 interesting destination for all the major inter- to 5.359 million reals (around 2.024 million USD) national players in the book industry. Amazon, in 2013, a rise of 7.52%. Measuring this growth for example, having established itself in Brazil at in constant reals reduces that number by 1.52%. the end of 2012 and opened a local version of its Copies sold grew from 434 million in 2012 to 479 online store, has now submitted a bid to partici- million in 2013, of which 279 million copies were pate in government programs for the distribution sold to the state and 200 million sold to the trade. of digital . The government has already distributed some 600,000 tablets to educators. The average price rose from 13.66 reals in 2012 to With the acquisition of Santillana’s trade busi- 13.89 reals in 2013, an increase of 1.70%. In con- ness in early 2014, Penguin Random House has stant reals, this increase would actually be a 4% also invested heavily in this market. Spanish pub- drop. It is worth noting that the average price in lishers have been investing heavily in Brazil for a constant reals has dropped by 43% in trade sales few years now – Santillana Education, Grupo SM, since 2004. Anaya, and Grupo Planeta all have established subsidiaries in Brazil, as have other international As far as sales channels are concerned, sales groups such as Oxford, Longman, HarperCollins, through bookstores, both brick and mortar and etc. online, represented 61.40%, direct sales through distributors 19.35%, and 5.13% door to door and In this context of global attention, there are a catalogue sales. few other emerging trends in the market worth keeping an eye on during the next few years: In foreign trade, according to figures provided by CERLALC10, exports in 2013 amounted to $18.3 ʞʞ Absorption of publishers by major media million and the value of imports came to $170.2 groups. million. It should be noted that institutional support for publishing is likely to give a strong ʞʞ Acquisition of publishers for the purpose of boost to exports in the next few years, resulting in exploring specific linguistic or geographic a more even balance of trade. markets.

Turning to the digital market, 30,683 titles were ʞʞ Forthcoming concentration of current published and 889,146 downloads were sold, distribution platforms due to the growing 873,973 of which were ebooks and 15,173 apps. sophistication of the market. Digital sales were estimated at 3.9 million reals in 2012 and 12.7 million reals in 2013, an increase of From a business standpoint, the huge influence 225.13%11. However, according to various sources of bookselling chains in Brazil is an important

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factor to bear in mind. As has occurred in other possesses a high consumer potential and an ideal parts of the world, the chains have continually geostrategic location for the development of the increased market share to the detriment of book market in the region. While the literacy rate small, independent bookstores, which are losing among its population of 48 million inhabitants ground. The competitive advantage of the major is still low, its pro-reading policies and multitude stores, based on economies of scale, the optimi- of libraries have put Colombia on the path to an zation of administrative costs, and large traffic interesting cultural transition. volume, make it more and more difficult for independent bookstores to survive in the market. According to the Ministry of Culture13, 104 public This has an unfortunate effect on the distribution libraries were built, equipped and connected of books at a national level; although the chains between 2010 and 2014, whereas in the previous may work with a large volume of books, the 8 years only 50 libraries were built. How did selection is not as varied as that offered by small Colombia manage to jump from a deficiency and midsize independent bookstores, and service in libraries to almost complete coverage, and to customers is not as personalized. This trend is become an example to follow with its National evident in many Latin American countries12. Network of Public Libraries? To begin with, there was an increase of investment in books and One of the international agents, the Kobo ebook reading. While 20% of the Ministry’s resources platform, has announced a partnership with were invested between 2007 and 2010, in the Livraria Cultura, the largest bookstore chain in last four years this percentage has increased to Brazil, with 14 stores throughout the country and 37.21%, to reach 350,419 million pesos. 39,968 one of the most significant online bookstores. million pesos were used for the construction This bookstore already boasts a catalogue of of libraries alone, of which 4,655 million pesos around 330,000 titles, and will increase its offer- were contributions from supporters of the ing to almost 3 million titles. Other bookstore “Reading is my Story” Plan (Plan Leer es mi chains, such as Martin Fontes, are also preparing cuento). According to Bernardo Jaramillo, Deputy alliances of this nature. The chains have increased Director of CERLALC, the Public Library Law was their share of sales from 6% to 15% in the last few a “cornerstone” in that process. It allowed part years. of the former VAT on cell phones to be used for culture, thus creating a regular source of funding In short, Brazil is a high growth and fast-expand- earmarked for libraries and books every year. ing market in which it seems essential to take up As described by a ministry spokesperson, “The positions. The prudent course of action is to enter Ministry of Culture has over 20,000 million pesos, the market in association with local partners who by virtue of the law, exclusively for investment are familiar with its peculiarities and evolution. in libraries”14. This prompted the construction of 44 libraries in 2014, pushing the total number to 1,404 public libraries, entirely or partially sup- COLOMBIA ported by the state.

The reality of Colombia today is that it is a The Colombian Book Chamber is an entity in country in transition: a high rate of economic Colombia whose main objective is to “promote growth in the last few years, political stability, the development of Colombia’s publishing and a strong sense of social optimism are proof industry with a view to guiding, representing positive of big changes. The third largest market and protecting the interests of its agents while in Latin America, following Mexico and Brazil, it working toward the well-being, cooperation and

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educational and cultural progress of the nation”. administrative records, and governmental data- Its activities include administering the ISBN bases. These 174 companies represent the agency and, as representative of the book pub- basis for creating a census of the sector that lishers association, publishing Colombia’s yearly encompasses 2,719 companies, made up of local book statistics. The last report published refers to publishers, importers, and exporters. Based on information obtained in 2013.15 registration records, 72.6% of the book business in Colombia is concentrated in Bogota; Medellín is a distant second with 7%. The Book Sector Sales in the Colombian market, including domes- According to research conducted in 2013, the tic and foreign trade, stack up as follows: number of books and copies which were pub- lished and produced are as follows: ʞʞ 2010: 530,943,517,088 million pesos (around US$241 million) ʞʞ 2011: 10,696 titles and 27.8 million copies. ʞʞ 2011: 557,490,692,676 million pesos (around ʞʞ 2012: 10,922 titles and 29.8 million copies. US$253 million)

ʞʞ 2013: 12,736 titles and 23.4 million copies. ʞʞ 2012: 596,381,332,771 million pesos (around US$271 million) The 17% increase in the publication of titles for sale and the 21% decrease in the total production ʞʞ 2013: 618,782,745,847 million pesos (around of copies is noteworthy since it implies a signifi- US$281 million) cant increase in the number of books and a drop in the print run for each one. These figures represent an 11% increase in the last two years. The information provided by CERLALC, based on the number of titles registered with the ISBN Counting sales by copies sold, the increase from Agency in 2013, cites production of 15,811 titles, 2011 to 2013 was of 22.8%, ranging from 31 to 38 implying an 11.7% increase from 2012, during million copies. The subjects that experienced which 14,235 were registered. This increase in the highest growth during the last period were titles is likely due to the inclusion of both trade education and general interest. and non-trade titles; the latter in this case repre- sent about 25%. There are 4,828 employees in the sector, which dropped 4% from 2012. The book world in en Colombia is represented by four sub sectors: Education; General Interest; Science, Technology, and Higher Education; and Digital Publishing Religion. The 174 companies in the association, including publishers and distributors, collaborat- On the digital side, 1,913 ebooks were published ed in supplying the book statistics for 2013, which in 2012, an increase of 1.5% from 2011, which has been optimised to analyse critical variables amounts to 13.2% of published titles. Thanks to in the Colombian book business, information policies implemented by the Book Chamber with which the Colombian Book Chamber verifies and a view to standardizing the ISBN registration of compares with internal and external databases, ebooks, the figure rose to 3,921 titles in 2013, a

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104.97% increase. By 2014, what may be described CHILE as a normalization of the trend occurred, with a total of 3,711 registered titles. This means that in The 17 million inhabitants of Chile rank among 2014, digital publishing in Colombia represented the highest in Latin America in terms of quality 23% of total titles published and print 77%, a very of life, development and GDP per capita. GDP high digital publishing rate in comparison with growth during the last few years, driven primarily other Latin American countries. by minerals exports, has led to a growth rate of over 5%, although a certain amount of economic The most popular subjects in digital publishing slowdown has been noticeable of late due to the were Social Studies (6.2%), Education (5.4%), fall in commodities prices. Public policies aimed (4%) and Law (3.7%). Only at improving income redistribution have had a 1.9% of Colombian fiction is published in ebook positive impact on cultural consumption, due form. 380 different subjects were registered by both to expansion of the library system and cam- the ISBN Agency in 2013. paigns to promote reading.

It is important to bear in mind that university Data looking at books read in the past year evi- publishers, with 686 registrations or 36% of the dence a major improvement: while only 22.6% total, and private publishers, with 579 registra- of the population claimed to have read one tions, are the main drivers of digital publishing in book a year in 2005, this figure rose to 47% in Colombia. 2012. Of those readers, 77.4% said they had read between one and five books, 15% more than six, The most significant format is PDF, perhaps due and 7.5% more than eleven books.16 to the importance of university publishing in Colombia, representing 2,006 titles, followed by Efforts to improve and equip the library ePub with 673. In any event, the adaptation and network in Chile have been ongoing over the use of the ePub format in Colombia experienced last few years. The DIBAM (Department of a 136% increase between 2012 and 2013. The Libraries, Archives and Museums) reports that remaining share is distributed among many the number of libraries grew from 403 in 2009 other different formats. to 457 in 2013. They acquired 248 titles in 2013, equivalent to 22,252 copies, which represents a 51% of digitally published books were translated 36.2% increase in the number of titles of from from English, 46% originated in Spanish, and 3% 2012, and a 22.7% decrease in the number of in Portuguese. In 2013, digital sales generated copies acquired. around 21.650 million pesos (US$9.8 million), 3.6% of total sales. There has also been substantial growth in library use over the past five years, with a 53.5% increase In conclusion, Colombia’s emerging publishing in visits from 2009 to 2013. The number of new sector continues to grow in importance along with users registered as members of the public library its thriving cultural industry. The magnitude of network in 2013 reached 121,855, representing a the incentives promoting digitisation and digital 35.4% increase with respect to 2012.17 entrepreneurship, and state policies aiming to turn the country into a regional leader in the digital A look at the statistics provided by the Chilean sector, make Colombia a promising market, with ISBN Agency18 for 2013 shows that 5,952 titles particularly interesting conditions for the intro- were published, 1.5% less than 2012 and 4% duction and development of digital markets. more than 2011. Chile has produced 27,286 titles

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in the last five years. Publishing figures for 2013 in the trade category. Trade comprised 407 digital revealed the publication of 900 titles in formats titles, or 10.41%, and 3,480 print titles, or 89%, other than print. This figure represents 15.12% as compared with the total number of registered of total registered titles in the country, a 48.27% titles, where digital books accounted for 6.84% increase since 2012. eBooks were top of the list of and print books for 58.47%. non-print formats with 523 registrations, 8.78% of total production. Independent publishing has really taken off during the same period, with around 100 new The most popular subjects published in 2013 publishing companies created in the last few were fiction (2,142 titles), representing 35.99% years, indicating a very interesting and diverse of the total, education (990 titles), representing panorama for Chilean books. 15.79%, social studies (45 titles), representing 9.16%, and law (366 titles) representing 6.15%. Following is a synthesis of the sector’s main figures: From 2000 to 2013, fiction was the most popular subject published, with 18,180 titles, followed by ʞʞ A total of 5,952 titles were registered in education, with 9,195 registered titles, and tech- 2013, representing a 1.56% decrease com- nology, with 4,182. pared to 2012.

Among the 5,952 titles registered in 2013, book ʞʞ 900 registered titles correspond to digital production was concentrated in the Santiago publications (15.12% of the total). metropolitan area with 5,046 titles, representing 84.78%. 269 titles were translations in 2013, rep- ʞʞ Fiction was the most widely published resenting 4.52% of the registered total. subject in 2013, with 2,142 registered titles accounting for 35.99% of the total amount. Print runs were low due to internal market con- straints. The majority of print runs in 2013 ranged ʞʞ Trends for previous years were maintained: from 1 - 500 copies (3,042 titles, representing fiction, in first place, followed by educa- 51,1%), followed by 501-1000 copies (1,290 titles, tion, in second, were the most published representing 21.67%). subjects.

Self-publishing generated 881 titles in 2013, rep- ʞʞ 881 titles were self-published in 2013, resenting 14.80% of total production. From 2000 representing 14.80% of the total number of to 2013, self-published books made up 8,038 titles registered. registered titles, representing 14.24% of total production. ʞʞ From 2000 to 2013, 8,038 titles were self-published books, accounting for Among the 5,952 titles registered in 2013, 3,909 14.24% of the total amount during that were categorized as trade. This figure represents period. 65.68% of the total sum of registered titles. Print books were the top format with 3,480 titles; ʞʞ New frontlist books in 2013 made up 5,450 digital books were second with 407 registered titles, or 91.56%. titles; bulletins were in third place, with 16 titles; followed by part-works, with 6 publications. ʞʞ In Chilean literature, fiction was the most However, not all of these publications would be popular genre in 2013, with 480 titles,

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followed by children’s books, with 458. One estimate, always debatable and subject to Poetry came third, with 326 registered interpretation, would put the value of the Chilean titles, followed by nonfiction, with 186. market at about $220 million, counting both official and non-official consumption. Again, this ʞʞ From 2000 to 2013, 12,600 titles were figure is an educated guess. registered in the Chilean literature cate- gory. Chilean poetry was the leader within the category, with 3,689 registered titles, ECUADOR followed by fiction, with 3,646 registered titles. Children’s and young adult ranked Ecuador is the second smallest Latin American third with 3,194 titles, followed by nonfic- country with an area of 256,670 square kilome- tion, with 2,071 titles. tres (about half the size of Spain). It is situated in the northeast of South America and shares its ʞʞ The second most widely published subject northern border with Colombia and its south- was education, making up a total of 940 ern and eastern borders with Peru. Its western titles in 2013, 15.79% of the total number of boundary is the Pacific Ocean. In 2010, it had an titles registered in Chile. estimated population of 14,161,361 inhabitants. 66% of the population is concentrated in cities ʞʞ Publishing production was concentrated and 34% in rural areas. With high GDP growth in Santiago in 2013, with 5,046 books in the region of 4.5% since 2010, the population’s accounting for 84.78%. purchasing power has greatly increased, giving rise to a significant middle class. ʞʞ During 2013, 144 new publishers were incorporated into the ISBN system for the Ecuador is a country with good potential for first time, of which 113, or 78.47%, were growth in the publishing sector. Reading is still located in Santiago. not a deeply rooted habit among the local pop- ulation and this circumstance, combined with ʞʞ Translations made up only 269 of regis- the high price of books, has caused most of the tered titles, representing 4.52% of the total demand to be concentrated on the academic and number of registered titles. professional fields. In spite of this, increases in national production, external trade, and internal ʞʞ English to Spanish translations were the demand during the last decade demonstrate a most common, with 96 registered titles. positive trend in the sector which will, in all like- lihood, be maintained in the short and mid-term, ʞʞ The majority of print runs in 2013 ranged boosted by the growth across the Latin American from 1 to 500 copies, with 3,042 registered region, which has managed to overcome the titles falling in this range. global economic crisis more easily than other areas of the world. Furthermore, the demograph- The Chilean Book Chamber does not offer sales ic evolution of the country, with an increasing figures. CERLALC19, however, reported that number of university graduates and a more edu- exports by the Chilean book industry were valued cated population, will help to transform existing at $9.3 million in 2013 and imports were estimat- cultural patterns and reinforce the consumption ed at $82.3 million. 80% of imports came from of books.20 countries outside the Latin American region.

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There are three main problems affecting this Below are the figures from the Ecuadorian Book market. First, imported books carry high prices. Chamber corresponding to book production by Second, almost 30% of publications are not reg- number of titles and copies: istered with the ISBN agency. Third, book piracy is extensive: 15% of the books sold in bookstores ʞʞ 2008: 3,596 titles and 9.6 million copies are pirate editions, leading to a parallel publish- ing industry in which wide swaths of the popula- ʞʞ 2009: 3,399 titles and 8.6 million copies tion find refuge, their access to the legal market being obviously limited due to lack of income. ʞʞ 2010: 4,164 titles and 12.1million copies Despite these challenges, the Ecuadorian market offers great opportunities, both because of the ʞʞ 2011: 4,371 titles and 11.8 million copies development potential in the book industry and the creation of a highly sustainable internal With respect to 2011, the five publishers with the market. The emergence of ebooks promises highest number of registered titles were: business opportunities in a country with highly differentiated consumer segments, where a ʞʞ Universidad Técnica de Loja: 749 titles. target audience is coming into existence with a sufficiently high income to develop these kinds of ʞʞ Santillana: 444 titles. niches in the market. ʞʞ Governmental and public sector: 255 titles. According to the Ecuadorian Book Chamber21, the number of officially registered publishers ʞʞ Corporación Estudios y Publicaciones: 240 is 322. This figure has risen rapidly in the last titles. 20 years, ranging from 71 in 1991 to the current 322, with a high concentration in the country’s ʞʞ Norma Group: 199 titles. capital, Quito. Ecuadorian market figures are difficult to come The publishers referred to in these figures, by because the Ecuadorian Book Chamber however, include foundations, universities, and does not collect statistics of that nature, which governmental organizations, which print a very are exclusively controlled by publishers and low quantity of books and copies, meaning the bookstores, thus making it necessary to resort to number of publishers that actually print books in estimations. large quantities is much lower. In fact, among the 322 publishing houses registered in the country, A total of 4,488 domestically produced titles were 99 are non-profits, 36 are NGOs, and 41 belong to registered in 2012, an increase of 2.67% in compar- national, provincial or municipal public entities, ison with 2011; 9.1 million copies were produced in and 13 are owned by international corporations 2012, a drop of 22.92% with respect to 201122. or organizations. The most popular subjects and formats were as More than 20,000 people in Ecuador work in follows: the publishing sector, according to the Book Chamber, including distributors, importers, ʞʞ General interest: 2,170 booksellers and publishers; 80% are employed full time and 30% hold temporary positions. ʞʞ Educational: 1,308

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ʞʞ STM: 897 University presses, particularly the University of Loja, also have an outsized impact on production ʞʞ Religion: 113 and the diversity of books published.

ʞʞ Total: 4,448 An approximation of the market size, based on estimations and projections, would put Ecuador ʞʞ Print: 4,249 (2.39% more than in 2011) in a range between 110 and 125 million. Again, this is only an estimate. ʞʞ Digital: 239 (8.14% more than in 2011)

The increase in number of digital titles produced SPAIN was significant: The history of Spain’s ebook market could be ʞʞ 2008: 27 said to begin in September 2011 with the arrival of Amazon to the Spanish market. It is thus quite ʞʞ 2009: 32 a short history, in the early stages of its develop- ment. Since then, the growth of ebooks has been ʞʞ 2010: 219 significant. From a production standpoint, figures rose from 2,519 registered titles in 2008 to 19,077 ʞʞ 2011: 221 in 2014, representing 26% of total publishing production. These figures do not include titles ʞʞ 2012: 239 by authors who have chosen to self-publish, a rapidly expanding business in Spanish-language Foreign trade figures in 2012 revealed imports in markets, discussed in greater detail below. If the amount of $47.6 million, 7.64% less than in ebooks currently represent 4% of trade sales, it 2011, and exports worth $5 million, 25.58% more would be not be unreasonable to expect they than in 2011. The change in the figures from 2008 could reach a share of close to 20% by 2020. to 2012 is quite interesting, showing a big fall in imports and a significant increase in exports. In This gives rise to the question of whether there 2008 imports were valued at $57.7 million and is, in fact, a corresponding revenue opportunity exports at $2.8 million. when it comes to ebooks in Spain. It is true that sales and revenue do not necessarily develop Ecuador’s exports went to a diverse range of in parallel. We believe that the cause is to be countries, although the most significant partners found much more by looking at the speed at were Mexico (23%), Guatemala (22%), El Salvador which highly disruptive technologies are being (16,8%) and Peru (9,2%). Imports also came from introduced, rather than focusing on piracy – the diverse sources and were mainly received from effects of which, without dismissing them entire- Colombia (19%), Mexico (15.3%), the US (14.3%) ly, cannot be properly evaluated in the absence and Spain (13.7%). of serious, cautious, and independent studies carried out by objective observers. An increase Spanish exports dominated the Ecuadorian in the rate of purchasing habits among Spanish market until the mid 1990s. The presence in readers is directly related to the integration into Ecuador of a number of Spanish publishers such the marketplace of younger generations, already as Planeta and Santillana may be the reason. familiar with the use of screens, and the incorpo- ration of secondary sales channels, such as library

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borrowing services, both in public and univer- number of smart phones in the hands of users sity libraries. An increase in disposable income (over 80% penetration in 2013), the inescapable among the younger generations, coupled with conclusion is that there is a serious gap between library lending and new subscription models that the huge fascination caused by digital and the are suited to the needs of this particular group, low commercial payoff. may well lead directly to an increase in demand for ebooks within the next few years. According to e-commerce statistics in Spain, 11 million people made a purchase over the Internet The penetration of devices in Spain, at an average in the last year, totalling a sum of €12.383 million, of six devices (smartphones, PC, tablets, etc.) per a 13.4% increase from 201224. This represents user23, out of which, there are a sum of almost 7 31.5% of the entire population, still far below million devices between e-readers and tablets, the 47% European average reported Eurostat. in combination with established habits of con- Despite the adverse economic situation, the suming entertainment via screens, constitute growth in Spain gives rise to a certain general necessary – though not in and of themselves suf- optimism, although a breakdown of numbers in ficient – conditions for the market to take off. An search of business figures relating specifically to analysis of the low rate of purchase or download digital content reveals a widespread slowdown of per device offers cause for doubt. the entire content industry.25

In the last two years, sales of tablets have largely Statistics pertaining to the production of digital surpassed those of e-readers. The question is why books reflect the publishing sector’s efforts to the ratio of downloads is so low in relation to the create a major offering of digital content for users number of devices. Adding to this equation the in spite of the crisis.

2008 2009 2010 2011 2012 2013 Variation

Digital books 2,519 5,077 12,948 18,339 20,708 20,656 -0,2%

As a percentage of 2.4 4.6 11.3 16.4 19.8 23.2 3.4 total books

Source: The Book Sector in Spain, 2012-2014.

The digital offering in Spain continues to be number of books registered in 2013 (74,300). In limited nonetheless. Comparing the digital 2014, 19,077 titles in digital format were regis- production above with that of print books at tered, 6.2% less than in 2013, representing 26% almost 75.00026 titles, and observing the number of total production by Spanish publishers during of new frontlist titles and first editions, clearly that year. the limited digital catalogue is a serious hand- icap when it comes to developing the market. There is also the question of self-published Spanish publishers registered a total of 72,416 books without ISBN numbers. They are by no titles in 2014 in every format (print, digital, and means small in number, but specifics are difficult others), according to the ISBN Agency. This figure to come by given that they reside in the hands represents a 2.5% decrease with respect to the of companies unwilling to share information,

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making it difficult to establish the percentage opposed to 3,029 in the previous school year, a of these titles as compared to ISBN registered 97% increase. digital titles. Regardless, self-publishing is unquestionably an important factor to bear in Turning to ebook sales figures, the Internal Trade mind. According to estimations, self-publishing Report for 2013 cited sales of €80.2 million, or generates about €8 million, and at least 50% is 3.7% of total book sales. Various sources have calculated to be clearly digital. These figures are questioned this figure since it does not include hidden in part when it comes to accurately calcu- information held by certain multi-national lating the real size of the digital market in Spain. online platforms with a catalogue of thousands of self-published books, many of them with no Moving from self-published authors to publish- assigned ISBN. These sources indicate that the ers, there has been an increase in the number of number of downloads, when it comes to trade publishers publishing digital books: up to 709 titles sold through retail channels, increased to publishers in 2013 from 664 in 2012, i.e. 23% of 4.1 million27 in 2014. Calculated at an average publishing companies active in 2013. Thus the price of €5.85, this would indicate sales of €24 problem of a limited digital offering persists. The million, about 10% more than the previous year. Spanish catalogue in print contains more than In any case, the €80 million of total sales figure, 500,000 titles. There is clearly a need to consider though it may seem small, is in line with the whether incentives are called for to promote the digital share of sales in other European markets. digitization of this immense catalogue, as proof against it becoming an argument in the ongoing debate over piracy. Average Year Downloads Sales in € Price Looking at formats, ePub2 is gaining ground in digital production. In 2012, 42.7% of ebooks were 2010 40,000 520,000 13 published in PDF and 35.4% in ePub format; in 2011 240,000 2,200,000 9.17 2013, 38.5% published in PDF and 39.1% in ePub, with a parallel increase in Mobi format to 6.3%. 2012 2,000,00 14,000,000 7 The decision to publish in one format or another 2013 3,200,000 22,000,000 6.88 is related to the nature of the subject matter and reader behavior. For example, university presses 2014 4,100,000 24,000,000 5.85 and publishers of social studies and humanities texts are more inclined to publish in PDF format due to the use readers make of their texts Whatever the exact sales figures, it’s worth point- (underlining, note taking, etc.). The upcoming ing out that while the publishing sector has been emergence of ePub3, which even more amenable shrinking since 2009, with an 11.7% decrease in to these kinds of uses than PDF, will bring about 2013, digital sales are increasing on a yearly basis a gradual migration to more sophisticated elec- and achieved 8.1% growth in 2013. tronic formats. On the subject of pricing, the most noteworthy The growth in digital textbooks is also a sig- trend is an ongoing drop in prices since 2011, with nificant factor worth noting. According to the a current average of about €6. A faulty pricing Spanish Association of Publishers of Books mechanism, taking as its basis the print , and Educational Material (ANELE), 6,334 titles the growth of self-publishing, and the pressure were published for the 2014-2015 school year, as exerted by certain online platforms, has resulted

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in extremely low prices which should lead to a reflection on the possibilities of sustainable busi- Share 1 Share 2 Total ness models for wide swaths of the publishing 100% sector in the future. That said, another important variable is the enormous elasticity with respect to price among consumers when buying ebooks. One reasonable recommendation would there- 50% 29 fore be a dynamic price for ebooks, structured as 23 17 a fixed price for the retailer but with immediate, 14 25 8 19 14 time-sensitive mobility for the customer. This is 12 7 0% not about giving each platform free rein to set its Amazon Apple Google Tagus-CDL Others own prices, but rather allowing publishers to be able to change prices at their discretion via real- time software tools. Another interesting development is the percent- age of sales generated from these platforms in eBook sales are overwhelmingly realized through foreign markets, especially in Latin America. digital sales platforms, at around 85% of sales, Many publishers report that 30% to 50% of their whereas direct sales by publishers are estimated sales are now coming from outside of Spain, to be in the region of 15%. Direct sales are likely primarily from Latin America. This is quite a sig- to trend downwards, particularly for non-spe- nificant point to ponder. cialized publishers. The powerful combination of aggregation and traffic, values rewarded on The most widespread sales models work via the Internet, enable a small number of platforms either downloads or online reading (streaming). to accumulate such high market share that it The sheer number of aggregators is not justified becomes a cause for reflection. While it is quite by the size of the market. While general interest complicated to pin down the ebook market share ebook platforms, which offer both direct and of the various platforms, the table below shows a indirect sales, have popped up in profusion situation tending toward digital oligopoly, with in Spain, there are very few specialised ebook just one Spanish company (Tagus-Casa del Libro- platforms that aggregate content relating to spe- El Corte Inglés) in a position to compete with the cific subjects. This is an area where there would big international players.28 seem to be an opening in the market, there are obviously still large niches for specialized sales waiting to be exploited. Retailer eBook Market Share Another case worth mentioning is the subscrip- Amazon 35-40% tion model, for which there are already four options in Spain (24Symbols, Nubico, Skoobe, Apple 25-30% and Nube de Libros), all offering more or less the same customer proposition and business Google 16-20% model. Thus far, the combination of freemium and premium models to reach enough of a Tagus-CDL-El Corte Inglés 14-16% critical mass to make them to be sustainable has not quite come together, which opens a Others 7-9% range of opportunities to platforms willing to take the risk of innovating with a different focus,

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selection, specialization, or business model. At year libraries with digital lending platforms were the moment, sales generated by the general few and far between. However, this scenario is interest subscription models are residual owing rapidly changing. 2015 will clearly be the year to the fact that they do not address the reading or in which digital books in public and university purchasing needs of most readers. libraries achieve lift-off. Platforms such as Liburutegia29 in the Basque Country, Galicia Le, or eBiblio in other parts of the country, appear Libraries: A Firm Commitment to confirm this trend, and expansion across all to the Digital Age of Spain this year has become an indisputable fact. The 111 million visits to public libraries last The potential for sales to libraries opens up a new year are evidence of a real market (even from a channel, unexplored to date essentially due to the marketing standpoint), one worthy of serious lack of digital lending platforms, to significantly consideration by publishers. increase digital sales. Incorporating secondary channels like libraries is an important step in cre- While all the available reports indicate that ating a broader and more balanced digital market, public libraries in the U.S. only invested 4% of as a number of recent reports have indicated. their budget in digital books in 2012, and univer- sity libraries invested 30%, the speed of change Building a well-structured digital market means for these budgets is so rapid that predictions not only developing retail or consumer channels, for 2017 estimate a 20% investment for public but also the institutional and/or secondary chan- libraries and 60% for university libraries. These nels. To this end, university and public libraries types of forecasts are now being made for Spain, can be drivers in the development of the digital and according to the latest public estimates, book market in Spain. spending on digital content in libraries is current- ly believed to be in the region of 2% but will grow Despite budget cuts in recent years, public librar- to between 15% and 20% by 2016. It should be ies in Spain have achieved very high ratings (7.83 noted that book sales (currently in print format) out of 10) in all customer satisfaction surveys in to libraries (of all kinds) in Spain are in the region relation to public services, reflecting the enor- of €225 million. Estimating a 25% migration mous appreciation and value this service holds to digital over two years would put the digital for the average citizen. In 2014, digital lending market for libraries at about €55 million. received a strong push, an effort which will con- tinue on into 2015 with the widespread adoption To support this estimate, it is instructive to look at by public (and academic) libraries of this new the ongoing development of digital textbooks in service. For this reason, it seems prudent for pub- education. According to the Spanish Association lishers to begin implementing more diversified of Publishers of Books and Educational Material digital models, and for libraries new acquisition (ANELE), digital sales for the 2013-2014 school models. While it is true that only 11% of public year amounted to more than €23 million, library users currently make use of digital representing 29% of all digital book sales. The lending, the important thing to consider is the digital share of production has already trend line, a sharp upward curve in the demand increased from 7.5% to 32.2%. One third of text- for these new lending services. books are now published in digital format. The forecasts being published, without overstating In Spain the hybrid print/ebook model is still in the cause for optimism, offer quite hopeful statis- its early stages, keeping in mind that prior to this tics for the publishing sector.

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One very positive effect for Spanish publishers few months, we will see the implementation of new is the expansion and development of a number formulas of library lending to address users’ differ- of digital lending platforms, built for both public ent needs. Models such as open access, subscrip- and university libraries. The penetration of these tions, crowdfunding services, and user generated services over the course of 2015 will be nearly total. content like self-publishing, as well as peer-to-peer, The data shows that during 2015, digital lending etc., are carving out niches in the administration of services will expand to almost the entire national library content and services and are trends that will library sector, indicating enormous potential for see gradual growth to cover the needs of users and sales. According to various sources, looking at the libraries’ own unfinished transition. data from 2014, it would be reasonable to think that digital sales to libraries (of all kinds) will pass There is no one perfect model, but rather various €5 million in 2015. For this reason, it would be alternatives to be analysed with a view to estab- wise for publishers to pay more attention to these lishing their suitability. In this context of transfor- kinds of channels, and to be more flexible in their mation, new models are appearing that enable business models. The development and consol- collaboration, co-payment, inter-library lending, idation of this market could substantially aid the mixed models, etc., all seeking to activate digital development of retail channels, giving a strong demand. In order to achieve a gradual increase in push to digital sales in Spain. the demand for ebooks in libraries, this demand should not be limited by applying a standardized The sustainability of public library services is licensing model. of course critical, however the economic and financial future of publishing houses is also essential, which is why it is vital to design acqui- MEXICO sition models that are “win-win” for both sides. Publishers and libraries in the digital age are Mexico is the fourteenth largest country in the doomed to collaborate, in the good sense of the world (about 2 million square kilometers) and word, since they will need each other more than the eleventh most populated (around 118 million ever. As more and more bookstores are unfortu- inhabitants). Apart from Spanish, 67 indigenous nately disappearing from our towns and cities, languages are spoken there. Mexico is the tenth the library is becoming one of the few remaining largest exporter in the world, with sustained cultural spaces in many municipalities where growth over the last few years. The country’s eco- readers can discover and interact with all kinds nomic activity depends greatly on trade with the of new books, authors, and other likeminded U.S., which consumes over 85 of Mexican exports readers. Despite budget limitations in recent and employs almost 10% of its population. The years, libraries across Spain have managed to flow of remittances by international migrant keep their 16 million users pretty well satisfied30. workers constitutes the second most important source of income in the country after oil. Libraries are currently acquiring ebooks via the three most common licensing models in library This is undoubtedly one of the countries with lending: non-concurrent, concurrent and perpetu- the biggest disparities in all of Latin America. al. This is a reasonable system for acquisitions to get Despite low rates of reading, it ranks second in started, but it is certainly not the future. The future book production in Latin America, behind Brazil. will inexorably lead to libraries becoming one of the With a population of 122 million people, mainly key channels in the publishing sector, opening up a young (50% are under 35 years of age), 73% are wide range of new licensing models. Over the next non-readers and only 2.9 books are read per

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inhabitant per year. Despite these figures, 7% of though now 5 out of 10 users connect via Mexicans already report reading ebooks, quite an their smart phone. interesting data point. ʞʞ 8 in 10 children with parents who are A good place to start is by looking at the data, Internet users also use the Internet, mainly characteristics, and profiles pertaining to Internet at school and for entertainment purposes. users in Mexico31: The average age at which children become Internet users is 10. ʞʞ Internet penetration in Mexico increased by 13% in 2013 with higher growth levels ʞʞ Penetration of social networks among in comparison with the previous year. The Internet users is sustained, 9 out of 10 number of Internet users grew from 45.1 access a social network. million to 51.2 million. ʞʞ The most popular social network in Mexico ʞʞ The average duration of Internet usage was continues to be Facebook, followed by 5 hours and 36 minutes, 26 minutes more YouTube, Twitter and Google+. than in 2012. According to preliminary statistics provided by ʞʞ Internet access mainly occurred in the the National Chamber of the Book Industry in home, followed by the workplace. High Mexico32, the number of copies produced from usage of public and private Wi-Fi networks year to year is consistently high: was also observed. ʞʞ 2008: 385 million copies ʞʞ The most popular Internet activities were the use of e-mail and social networks, over- ʞʞ 2009: 321 million copies taking search for information. ʞʞ 2010: 345 million copies ʞʞ 84% of Internet users have downloaded an app. ʞʞ 2011: 293 million copies

ʞʞ Search engines are the most widely used ʞʞ 2012: 330 million copies sources to find information, followed by social networks. However, these figures require qualification. In 2012, 57% of copies produced were published by ʞʞ The main device used to connect to the the public sector (government), leaving only 43% Internet continues to be the computer, in the hands of private publishers.

Market 2008 2009 2010 2011 2012 2013

Government 67% 62% 63% 55% 57% 57%

Private 33% 38% 37% 45% 43% 43%

Total 100% 100% 100% 100% 100% 100%

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Furthermore, of the 142.8 million copies pub- ʞʞ Print: 10,406,647,613 million pesos (about lished by the private publishing industry, 44.5 $768 million), a 3.2% increase in compari- million (31%) correspond to production intended son with 2011. for government school programs. ʞʞ eBooks: 16,638,238 million pesos (around The private publishing sector published 23,948 $1.2 million), an increase of 59.3% over 2011. titles in 2012, 10.8% fewer than in 2011. Of those, 2,739, or 11.4% of production, were published in eBooks are as yet less than 1% of total sales, but digital format, 60% more than in 2011. this reveals the enormous development and growth they could have in the next few years. The title production numbers for the private pub- lishing sector are as follows: One trend worth noting is the drop in percent- age of imports. The increase in books produced ʞʞ 2008: 20,242 titles by the private industry in combination with commissions for educational books by public ʞʞ 2009: 18,618 titles institutions have caused the share of imports to drop. It declined from 20% in 2006 to 8% in ʞʞ 2010: 25,348 titles 2012, the same year that sales of imported books increased 7%. ʞʞ 2011: 26,836 titles Sales of imported books have been decreasing ʞʞ 2012: 23,948 titles since 2006.

Sales volume for 2012 may be broken down as The table below shows sales by channel in thou- follows: sands of copies:

2012 Sales Channels 2006 2007 2008 2009 2010 2011 Number % Sales to government 60,347 46,619 48,140 44,142 46,496 49,512 59,349 39.2 Bookstores 42,045 42,084 41,705 40,468 39,999 40,345 39,408 26.0 Sales to schools 11,681 13,789 9,822 9,722 12,476 13,512 17,974 11.9 Export 16,085 14,991 14,894 11,545 15,466 14,951 13,428 8.9 Grocery and department 13,731 12,747 11,013 11,926 10,611 8,393 9,549 6.3 stores Kiosks 2,431 1,825 2,240 1,908 3,870 4,494 4,311 2.8 Book fairs 2,539 991 1,094 1,131 1,170 1,032 1,413 0.9 Sales to private companies 2,254 3,710 2,972 3,152 2,426 3,761 907 0.6 Direct sales via credit 1,946 1,658 1,378 1,329 1,226 1,181 148 0.1 Other 7,544 8,715 5,431 3,680 4,867 5,158 4,930 3.3 Total 160,603 147,129 138,689 129,003 138,607 142,339 151,417 100

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According to these figures, the government was 20000 the principal sales channel with an increase of 18000 16000 Other 20% from 2011 to 2012, followed at a distance by Philosphy and 14000 bookstores, which experienced a 2% drop in sales Psychology 12000 Science, Technology and Professional in the same period. 10000 K-12 Education 8000 Fiction, Children's and Turning to external trade, exports remained 6000 Young Adult stable with a slight downward trend within 4000 In thousands of pesos 2000 modest export figures. In 2012 the number of 0 copies exported dropped by 10.2% although sales 2011 2012 increased by 4.2%, evidently due to an increase in average price. According to some sources, there were about 60,000 monthly downloads, which would come Digital production figures showed growth in the to 720,000 per year. At an average price of 135 number of titles of 60% from 2011 to 2012, from pesos, total ebook sales would equal 97 million 1,709 to 2.739 titles. Scientific and professional pesos, a number that would include sales of (48.9%) were the biggest categories, with fiction ebooks from outside of Mexico sold through (307 titles) accounting for only 11.2%. online platforms.

The most popular subjects for ebooks produced Lastly, it is worth remarking on the enormous in 2012 (2,739) were as follows: potential for the development of ebooks in Mexico. Many international publishers who ʞʞ Fiction, Children’s, and Young Adult: 307 publish in Spanish indicated that sales in Mexico titles. constituted 40% to 65% of their total ebook sales in Latin America. Mexico is therefore of prime ʞʞ K-12 Education: 653 titles. importance in any strategy designed to break into the Latin American market. Although it is a ʞʞ Science and Technology: 1,342 titles. country with many disparities, there is no ques- tion it is a top priority for the content industry. ʞʞ Philosophy and Psychology: 262 titles.

ʞʞ Other: 175 titles. The Role of Bookstores

Sales of digital books amounted to 16.6 million The National Chamber of the Book Industry pesos in 2012, a 59.3% increase with respect in Mexico publishes a Statistical Report on to 2011, which saw 10.4 million pesos in sales. Bookstores on a periodical basis. The report Science and technology books represented 90% describes the main characteristics of bookstores of total sales. in Mexico, such as the type of establishment, location, size, and catalogue. The most interest- The data around digital publication and sales ing points in the latest report, issued in 2012, may that have begun to be released for 2013 show an be summarized as follows: increase of 17% in sales, reaching 19.5 million pesos. Total sales for the private publishing ʞʞ Of the 1,198 points of sale surveyed, industry in 2013 increased to 10.889 billion pesos, 40.9% were main stores and the rest were meaning the ebook share is still quite low. branches.

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a. Cristal, with over 40 branches through- continuous growth in volume of production out Mexico. since 2000, a year during which 1,390 titles were published, reaching 6,491 titles in 2013. This indi- b. Porrúa, with over 30 branches. cates a highly dynamic publishing industry and a significant rise – slow but consistent – in the rates c. FCE (Fondo de Cultura Económica), the of reading in a country where these are still fairly most important Mexican publishing low (35%) with respect to other Latin American house also has more than 22 bookshops. countries. According to the Peruvian Book Chamber33, production figures are as follows d. Ghandi, with 25 branches. ʞʞ 2009: 5,328 titles e. Casa del Libro, 10 branches. ʞʞ 2010: 6,031 titles f. Sanborns, a restaurant chain with attached stores, with almost 380 points ʞʞ 2011: 5,476 titles of sale throughout the country, sells a wide range of Mexican and foreign peri- ʞʞ 2012: 5,957 titles odicals, with a book selection focused on . ʞʞ 2013: 6,491 titles

ʞʞ 30% of points of sale are located in the Book sales (counting only the formal economy) Mexico City. The state of Jalisco ranks reached a market volume of 1,194 million soles in second in number of bookstores, account- 2011 (around €325 million). 51.2% of those were ing for 6.8%. books published in Peru (671 million soles) and 43.8% were imports (522 million soles). ʞʞ 3% of bookstores occupy less than 50 square meters, and 21% occupy between Peru’s trade balance is tilted toward imports 50 to 100 square meters. when it comes to publishing, with an average growth rate of 3.8% per year based on the ʞʞ About 32% of bookstores are 10 to 20 years increase from $59.4 million in 2008 to $66.5 old and 31% have been in business for up to million in 2011. Exports decreased during the 10 years. same period, from $38.6 million to $29.2 million, dropping at a rate of 8.9% per year. This equals a ʞʞ 55% of the bookstores offer a general trade trade deficit of $37.2 million. catalogue, whereas 29% offer a specialized catalogue. Here are a few more numbers that help to define the Peruvian book market: ʞʞ 80% of bookstores sell imported editions. ʞʞ Only 23% of the population purchases books. PERU ʞʞ 49% buy books in bookstores. With 30 million inhabitants, business opportuni- ties in the publishing sector are very promising. ʞʞ 32% visit public libraries. The Peruvian publishing market has experienced

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According to CERLALC, digital production ʞʞ Facebook is the most widely used social accounted for 2% in 2011, which, bearing in network with 98% of users, followed by mind the total number of books produced, Google + at 13,7%, Hi5 at 10,4%, Twitter at represents 107 titles, though this figure bears 9%, and LinkedIn at 7.5%. reconsideration in view of the massive produc- tion by certain university publishers of titles in The main conclusion in all reports is that the per- PDF format. Based on conversations with various centage of people using the Internet continues consultants, the volume of digital production in to rise, and younger people are especially heavy 2013 (essentially PDF) is likely to be around 6% of users. production, i.e. around 390 titles. In embarking on a concise analysis of the book The potential for digital sales in Peru is of partic- market in Portugal, the main source of infor- ular interest considering the number of online mation, apart from the ISBN Agency, is the users, about 4.8 million, 65.1% of whom are encyclopedic and well documented study enti- under 35 years of age, and who spend 21.5 hours a tled Comercio livreiro em Portugal: Estado da arte month online. Looking at use of social networks, na segunda década do século XXI (Book Business in 38.8% have a Facebook account, 8% have Twitter Portugal: State of the Art in the Second Decade of the accounts and 20.5% use Youtube. XXIst Century), published by APEL35 in 2014.

The last few years have seen the creation of a An initial diagnosis of the situation revealed a number of online bookstores such as Kiputeka.com, certain decline in the number publishers and Librosperuanos.com and Perubookstore.com, which bookshops, and a decrease in sales, mainly due aim to meet the needs of Peruvian ebook readers. to the intensity of the economic crisis the country has had to navigate during the last few years. In 2012, the number of publishers was estimated PORTUGAL at 442, a similar number to that of 2008. The market is highly concentrated, with two big Like Spain, Portugal and its population (almost groups – Grupo Leya (with 17 imprints) and Porto 11,000,000 inhabitants), have endured a deep Editora (15 imprints) – controlling almost 40% of and intense economic crisis over the last 5 years the market share, meaning a number of small, which has had a significant effect on all cultural independent companies share the market with industries, including the book sector. the major publishers.

According to statistics related to online users in Sales figures revealed an ongoing decline, with a Portugal34: market measuring €356 million in 2012, similar to 2007 levels, having fallen from €404 million in ʞʞ 57% of the population uses the Internet. 2008. This is clear evidence that the market has shrunk significantly, thus raising certain ques- ʞʞ 72.9% uses the Internet on a daily basis. tions and challenges36.

ʞʞ 38.5% uses the Internet via mobile devices. Against a backdrop of small publishers shutting down and a decline in the number of books being ʞʞ 94.1% of people from 15 to 24 years of age, published, there is a simultaneous increase in the 85.8% of people from 25 to 34, and 71.6% of phenomenon of self-publishing or single title people 35 to 44 use the Internet. publishing (by authors or institutions) and of

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. 855 books were self-published This chart reflects the decisive commitment by in 2007, whereas 3,692 were self-published in publishers to the digital format, evidenced by the 2013, a spectacular increase. 520% increase in production between 2011 and 2013. According to different sources, estimates of For companies whose primary business is selling the ebook share of the market place it at under books at retail (bookstores and bookselling 2% of total sales. On a related note, e-reader and chains), the negative trend is clear. Following tablet sales took off in 2011, when more than certain positive fluctuations in 2007 and 2008, 300,000 thousand devices were sold in Portugal. there has been an ongoing decline, and in 2012 Apple holds the highest market share in tablets the number of companies reached its lowest point, with 80%. Another important point to consider falling to 562 bookstores, 132 fewer than in 2004. in relation to the digital migration in publishing is that around 36% of periodicals are simultane- The decrease in sales through these sales chan- ously published in print and digital formats. nels was also significant, dropping from €145 million in 2009 to €126 million in 2012. In order to evaluate the potential of the digital book market in Portugal, it is also essential Portugal still maintains a healthy bookselling to note the gradual improvement in rates of ecosystem, with many bookstore chains having reading, particularly in digital formats, thanks numerous points of sale – Almedina (10 stores), mainly to the National Reading Plan 2006-2016, Bulhosa (10 stores), Bertrand (53 stores), Leya (6 currently being implemented37. The simultane- stores), FNAC (17 stores), CE Livrarias (117 stores). ous expansion and improvement of the library However, the entrance of Amazon, Google and network (reaching 1,500 libraries according to Apple into the market may significantly alter OCLC) and its acquisition policies, by both gov- the landscape of book sales, for both print and ernment and locally administrated libraries, has ebooks, within a short period of time. In order to also been an important factor towards building a maintain a healthy stability in the market share dynamic and balanced digital market38. of bookstores, the importance of fairs and big box stores cannot be ignored. The book market in Portugal is thus an interest- ing one, due to its size and cultural importance. Portuguese is a global language spoken by a 250 The Digital Market in Portugal million people worldwide, and Portugal is the key to the development of this market, as confirmed Below is an estimate of digital production figures by the internationalization of its publishing for the last few years: companies. Portugal’s evolution towards becom- ing a digital market is therefore worth watching closely and with great interest. Year Digital Books 2008 86 2009 225 2010 378 2011 638 2012 2,372 2013 3,325

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4. CONCLUSIONS

The development of the publishing sector in Latin America since 1995, has added the following America has varied greatly from one country to question to its survey: “Do you read books, news- another. Countries with consolidated industries papers, magazines and blogs directly online?” such as Brazil, Argentina, Mexico and Colombia Answers to this question suggest that in some represent almost 80% of the books published in countries in the region, digital reading is, in the region, co-existing with others, such as Chile, fact, growing in importance. In Colombia and Peru and Ecuador, where the publishing industry Uruguay about 19% of respondents indicated has only just begun to take shape. The remaining that they read directly on the Internet, followed countries, particularly in Central America, are by 16% in Argentina, 13% in Chile and Mexico, making efforts to advance in this arena. The state and 11% in Brazil and Peru. In the remaining plays a very important role in generating demand countries in the region, fewer than 10% reported in almost every Latin American country, although reading directly online. In Spain, 6.5% of people the private publishing industry is the essential read books in digital format and 4.1% report driving force behind the cultural diversity of reading books directly online. books in the region. The third factor is the relevance of the Internet The emergence of digital culture, which has had as a sales and distribution channel for ebooks. an impact on both the industry and readers, Although figures relating to the purchase even while rates of development vary from place or download of books via the Internet in to place, still offers a broad range of business the “Latinobrómetro” revealed a market in opportunities for the book industry all over Latin its beginning stages – under 10% in every America. In this context of change, there are three country – this offers a glimpse of a promising uniting factors indicating that the development area for development. of the digital market will become a reality in the majority of Latin American countries. However, the publishing industry’s main obstacle to consolidating strong domestic The first is the increase in the number of ebooks digital markets are the low rates of reading registered with ISBN agencies. The percentage across the continent39. According to the of books registered in electronic format between “Latinobarómetro”40, 51.5% of people do not 2003 and 2011 grew from 7% to 15%, meaning read books. The yearly average across all of ebooks have effectively doubled as a share of Latin America of 3.5 books read per person total registered books. The flip side of this is that must improve, and it is in fact improving. These the share of print books during the same period figures should be of concern not only to the pub- dropped from 94% to 87%. “Of the total number lishing industry but to the governments, who of titles registered in digital format in 2011, need to support vigorous programs in support 90.4% were concentrated in Brazil, Colombia, of culture and reading. To this end, support for Argentina and Mexico” (CERLALC, 2012). the development of a powerful digital library infrastructure is essential, particularly given The second factor is the growing importance the broad segments of the population of lower of digital reading. The “Latinobarómetro”, an socioeconomic status, in order to avoid an even annual public opinion survey conducted in Latin larger social gap in the new digital age.

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The main opportunities and challenges faced by ʞʞ Governmental powers will continue to Latin America in the next five years can be sum- have an important role in promoting marized as follows: content creation and demand. All the data indicates that there is a direct relationship ʞʞ The impact of digitization on the book between reading and levels of social and industry been strong and has begun, as in economic development. The emergence other cultural industries, with production, of the digital era offers governments and substantially altering the value chain. The publishers a new opportunity to increase next step will be to increase digital sales the number of readers in the region. and distribution of content by Spanish and Latin American publishers throughout the ʞʞ Libraries and digital library lending will be entire continent and in the main book- key tools for achieving this increase in the stores and libraries throughout the world. number of readers because they provide free access to books. ʞʞ Digital technology offers enormous opportunities for all creative and cultural ʞʞ Brick and mortar bookstores continue industries in the region. The rampant to represent the main sales channel for development of the Internet in the region books in Latin America despite the marked implies that anytime, anywhere access to inequality of bookselling infrastructure cultural consumption and to all kinds of between countries and the high concentra- educational and entertainment content tion in urban areas. While in Spain indirect has caused a paradigm alteration in distribution generates 60% of sales for the ways, means, and habits we have publishers, in Latin America it represents for accessing books. In other words, it is only 25%. For the present, bookstores essential to create new ways of discover- continue to be the main sales channel for ing books, as well as new sales channels, books. Commitment by bookstores to new beyond traditional bookstores. technologies will be the key to ensuring a role for themselves in the digital age. ʞʞ The consolidation of national publishing markets in the principal Latin American As Rüdiger Wischenbart said in his report countries will arise from a firm commit- “Global Trends in Publishing” 41, the emerging ment to digital publishing (the birth of new markets will probably be the ones to show digital publishers with different business us how the global ecosystem of books will models, development of transnational evolve. It is highly unlikely that the powers distribution platforms, etc.). that be in India and Indonesia will set a goal of establishing a dense network of bookstores in ʞʞ Book professionals will become increas- every town; nor will a rise in rates of reading in ingly aware of the importance of price Beijing, Sao Paulo or Guadalajara (or among the as a variable in incentivizing cultural growing Hispanic population of the US) wait demand and consumption. This does not for the development of distribution centres for mean current fixed price policies should print books, or for tax regimes that facilitate be eliminated, only that they should be imports and exports, or for book reviews in the complemented with more dynamic pricing printed press as a means of encouraging reading policies. and purchasing books.

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It will be much easier for those public officials to Taking a global perspective on books, publishing, leap-frog directly from a situation of poor physi- and reading means recognizing that the future of cal infrastructure, in which accessing books is so the industry will be different from the past. The hard and costly, to a digital future in which smart new digital world offers us many opportunities phones and tablets become doors to online to mend some of the shortcomings of the past, knowledge, thereby filling the gap more rapidly when access to books – and through them to and easily. knowledge and entertainment – was character- ized by an appallingly wide “digital divide”.

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5. ABOUT BOOKWIRE, CREDITS AND ACKNOWLEDGEMENTS

Founded in Germany in 2009, Bookwire is an This report was compiled by Manuel Gil and eBook aggregator specialising in marketing Javier Celaya. digital content in all existing and emerging sales channels worldwide. In 2011 Bookwire became English version has been translated by Annabelle the first certified European supplier for the Apple Pratt-McKiernan and afterwards, edited and iBooks Store. proofread by Emily Williams.

Bookwire offers a full service package of delivery, Design and layout was conducted by Emiliano reporting, quality management, shop marketing Molina (Cuadratín). and conversion. The company works with over 800 publishing houses from 30 countries for We would be remiss not to express our gratitude which it provides the world’s largest network of to the Book Chambers, ISBN Agencies and the eBook and shops. Book and Publishing Associations of LATAM for all of the publishing reports on each of their Bookwire has offices in Germany, Brazil, markets that they have made available to ana- Colombia, México, Peru, Spain and Russia. lysts and consultants on their websites. We par- ticularly wish to thank CERLALC, without whose Contact details: http://www.bookwire.de/en/ research and sources of information we would not have been able to draw up this report. We Margarita Guerrero also feel deeply indebted to the numerous book Head of Account Management professionals in Latin America who have shared Spain & Latin America with us their figures and data. We would like to Bookwire Spain S.L. extend our sincerest thanks to all of them. +34 650 96 40 12 | [email protected] This report is published free of charge under a Creative Commons Attribution-Non Commercial- No Derivatives license, which allows users to copy and distribute its content via any means, provid- ed that its authors and Bookwire are credited and that it is not used for commercial purposes and is not modified in any way.

Bookwire The Spanish and Portuguese Digital Markets Report 34

Notes

1. CERLALC (Centro Regional para el Fomento del 9. http://www.snel.org.br/dados-do-setor/produ- Libro en América Latina y el Caribe, an inter- cao-e-vendas-do-setor-editorial-brasileiro/ governmental organization based in Bogotá, Colombia that promotes reading, publishing and http://publishnews.wordpress.com/2014/07/22/­a- copyright in the Latin American region). Libro en evolucao-do-mercado-editorial-de-2004-a-2013/ Cifras nº 5 10. http://www.clustergrafico.com/files/EL%20 http://cerlalc.org/wp-content/uploads/2014/08/­ MERCADO%20DELIBROS%20EN%20BRASIL.pdf 5.0-Libro-en-cifras-1er-semestre-2014.pdf 11. http://cerlalc.org/wp-content/uploads/2014/08/­ 2. http://www.dosdoce.com/articulo/estudios/3924/ 5.0-Libro-en-cifras-1er-semestre-2014.pdf nuevos-modelos-de-negocio-en-la-era-digital/ 12. http://www.clustergrafico.com/files/EL%20 3. National Survey on Cultural Consumption. MERCADO%20DELIBROS%20EN%20BRASIL.pdf SinCA (Sistema de Información Cultural de la Argentina). Argentina, 2013. 13. http://www.bibliotecanacional.gov.co/con- tent/%C2%BFqu%C3%A9-es-la-red-nacion- http://sinca.cultura.gob.ar/sic/publicaciones/li- al-de-bibliotecas-p%C3%BAblicas bros/EECC.pdf 14. http://www.eltiempo.com/entretenimiento/mu- 4. 2013 Annual Statistics Report on Book Production sica-y-libros/bibliotecas-publicas-en-colom- in Argentina. Cámara del Libro de Argentina, bia/14944835 2013. 15. Book Statistics in Colombia, 2013 Report, Colombian http://www.camaradellibro.com.ar/index.php/ Book Chamber, Bogotá. panorama-editorial/estadisticas 16. NATIONAL SURVEY ON CULTURAL PARTICIPA­ 5. Mercado Editorial de Argentina y Ciudad de TION AND CONSUMPTION 2012 http://www.cul- Buenos Aires. Informe 2013. Observatorio de tura.gob.cl/enpcc2012/ Industrias Creativas. 17. CULTURE AND FREE TIME ANNUAL REPORT. http://www.buenosaires.gob.ar/sites/gcaba/files/ NATIONAL STATISTICS INSTITUTE OF CHILE. 2013. mercado_editorial.pdf http://www.ine.cl/canales/menu/publicaciones/ 6. http://www.el-libro.org.ar/ calendario_de_publicaciones/pdf/cultura_tiem- po_libre_informe_2013.pdf 7. http://sinca.cultura.gob.ar/sic/mapa/ 18. STATISTICS REPORT 2013. ISGN AGENCY. BOOK 8. CERLALC. LIBRO EN CFRAS nº 5 CHAMBER OF CHILE. 2013.

http://cerlalc.org/wp-content/uploads/2014/08/­ http://camaradellibro.cl/wp-content/files_mf/in- 5.0-Libro-en-cifras-1er-semestre-2014.pdf formeisbn08092014final.pdf

Bookwire The Spanish and Portuguese Digital Markets Report 35

19. CERLALC. LIBRO EN CIFRAS Nº 5. 26. SPANISH PUBLISHING PANORAMA. MECYD. 2014.

http://cerlalc.org/wp-content/uploads/2014/08/­ http://www.mecd.gob.es/cultura-mecd/ar- 5.0-Libro-en-cifras-1er-semestre-2014.pdf­ eas-cultura/libro/mc/pee/contenedora/ presentacion.html;jsessionid=B24E9D2C668EA- 20. ICEX. Report: The Book Market in Ecuador. 951008B589E2602F3F1

http://www.icex.es/icex/es/navegacion-principal/ 27. https://antinomiaslibro.wordpress.com/2015/­ todos-nuestros-servicios/informacion-de-merca- 01/19/descargas-2014/­ dos/paises/navegacion-principal/el-mercado/es- tudios-informes/4615900.html?idPais=EC 28. http://www.dosdoce.com/articulo/opinion/3883/ matrimonio-de-conveniencia-digital/ 21. Ecuadorian Book Chamber http://www.celibro. org.ec/frontEnd/main.php 29. http://www.liburuklik.euskadi.net/prestamo-digital

22. Leo magazine, 10th edition, sept-oct 2013 El libro 30. http://www.dosdoce.com/articulo/opinion/3913/ en cifras (Book figures), by Luis Heredia Sandoval, descubriendo-nuevos-modelos-de-presta- page 17). mo-digital-en-bibliotecas/

http://www.celibro.org.ec/frontEnd/main.php?id- 31. Report on the Habits of internet Users in Mexico Seccion=103 2014

23. ACCENTURE-AMETIC REPORT. WE ARE DIGITAL. http://es.slideshare.net/EdgardGarza/estu- 2014. dio-hbitos-del-internauta-mexicano-2014

http://www.accenture.com/SiteCollection­ 32. http://caniem.org/Graficas/actividad-editori- Documents/Local_Spain/PDF/Accenture-Digital- al-del-sector-de-libros/ Report: Indicators­ for the Consumer-Survey-2014.pdf Private Publishing Sector in México 2012. CANIEM.

24. ANNUAL REPORT, THE NETWORK SOCIETY. 2013. 33. http://cpl.org.pe/ ONTSI. 2014. 34. INTERNET PROFILE, PORTUGAL http://www.ontsi.red.es/ontsi/es/estudios-in- formes?cat=34 http://www.obercom.pt/client/?newsId=548&file- Name=internet_portugal_2014.pdf 25. E-ESPAÑA 2014. ANNUAL REPORT ON THE DEVELOPMENT OF THE INFORMATION SOCIETY 35. Comercio livreiro em Portugal: Estado da arte na se- IN SPAIN. ORANGE FOUNDATION. 2014. gunda década do século XXI. José Soares Neves (co- ord.) Rui Beja & Jorge Alves dos Santos & Jorge http://fundacionorange.es/fundacionorange/ Augusto dos Santos. APEL. 2014. (Book Business analisisprospectiva.html in Portugal: State of the Art in the Second Decade of the XXIst Century)

http://apel.pt/gest_cnt_upload/editor/File/ COMERCIO_LIVREIRO_APEL__SET2014_SEC.pdf

Bookwire The Spanish and Portuguese Digital Markets Report 36

36. http://apel.pt/gest_cnt_upload/editor/File/ 39. https://antinomiaslibro.wordpress.com/2014/­ COMERCIO_LIVREIRO_APEL__SET2014_SEC.pdf 10/27/sobre-indices-de-lectura/­

37. READING IN PORTUGAL 40. http://www.latinobarometro.org/lat.jsp

http://www.planonacionaldeleitura.gov.pt/PNL­ 41. http://www.buchmesse.de/en/business- Estudos/uploads/ficheiros/leitura-portugal.pdf club/01636/?etcc_med=Mailing&etcc_cmp=Busi- ness0Club0eBlast&etcc_par=ES0 38. LIBRARY STATISTICS

http://www.oac.pt/pdfs/EstatisticasCulturais­ MC2010.pdf

http://oclc.org/es-americalatina/global-li- brary-statistics.html

Bookwire The Spanish and Portuguese Digital Markets Report