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Literature and Publishing Sector Review June 2015 By: Nordicity in association with Drew Wylie For: Creative Scotland Literature and Publishing Sector Review Final Report June 2015 Commissioned by: Creative Scotland Prepared by: in association with Table of Contents FOREWORD 1 EXECUTIVE SUMMARY 3 1. SECTOR REVIEW CONTEXT 15 2. RE-SCOPING THE SECTOR 18 3. SCOTLAND’S WRITERS 20 4. DEVELOPING A NATION OF READERS 43 5. PUBLISHING IN SCOTLAND 52 6. THE SECTOR ECOSYSTEM 76 7. INTERNATIONAL PROMOTION AND MARKET DEVELOPMENT 95 8. BRINGING IT ALL TOGETHER 111 No title Lists 113 Conclusions 113 Recommendations 116 Figures 119 Tables 120 i Literature and Publishing Sector Review FOREWORD The Literature and Publishing Sector Review is the fifth Sector Review undertaken by Creative Scotland. It follows Reviews for Theatre, Dance, Music and Film, while Reviews for Visual Arts, Creative Learning and Equalities, Diversity and Inclusion will also be published this year. Once complete, the Sector Reviews will form the basis from which we will develop a broader Arts Strategy, a strategy that will sit alongside those for Screen, Creative Industries and International, all of which underpin the delivery of Creative Scotland’s 10 Year Plan, Unlocking Potential, Embracing Ambition. The Arts Strategy will provide a national overview of the arts in contemporary Scotland - highlighting opportunities, challenges, connections and the role of the arts in society. It will set out a shared action plan that will contribute to the long-term health of the arts, including the support needed for individual artists to thrive here. It will be a strategy rooted in, and of, Scotland’s people and places. The Literature and Publishing Sector Review provides us with an evidence-based portrait of this sector and community as it is now. It gives insight into the diverse, complex and, at times, delicate ecosystem that has developed over many years and which supports many skilled and committed individuals and organisations dedicated to Literature and Publishing in Scotland. The Review aims to reflect the successes and the distinct qualities of Literature and Publishing in Scotland whilst at the same time identifying development needs, future challenges and opportunities. This is set out alongside a set of 38 recommendations which present opportunities for us all to collaborate, connect and coordinate our efforts in new ways to the benefit of Literature and Publishing in, and from Scotland. Many voices and views have contributed to the development of this Review. Bringing such a wide variety of opinion and experience together as a coherent whole is down to the hard work, care and knowledge of Creative Scotland’s Head of Literature, Languages and Publishing, Jenny Niven and the Literature team, Aly Barr and Emma Turnbull. They have worked in close partnership with the consultants, Nordicity in association with Drew Wylie, with the invaluable support of an expert Steering Group and Reference Group. We thank everyone for contributing to date. The publication of the Review is not an end point but rather the beginning of what will be an on going and reflective process – one that must continue to involve the perspective and effort of many individuals and organisations. Leonie Bell, Director of Arts and Engagement, Creative Scotland (June 2015) 1 Nordicity © 2015 Embarking on this Review offered both the consultants and the Literature Team at Creative Scotland a unique and privileged perspective on the contemporary landscape of literature and publishing in Scotland. The quality and volume of the work produced, the energy and commitment of those who create and support it, and the willingness of those people to engage in the shared endeavour of improving the lot of writers and writing in Scotland were both energizing and humbling. Capturing this in one document however, albeit one 120 pages long, is almost impossible. What the Sector Review does is to arrange thematically the many interconnecting strands and themes that constitute the literature and publishing sector, and posit recommendations on how to adapt, improve or develop our current offering. Some of what is suggested involves incremental or small-scale change while other ideas, such as a new approach to finance for publishing, or a much more robust and structurally supported approach to promoting literature from Scotland internationally, are more radical. We look forward immensely to the opportunity to discuss these findings with the literature and publishing sector, and the wider community and to working together to use this publication to effect positive change. A consistent theme in the review, brought into ever-sharper relief by the current economic climate, is the need for the sector, the various industry bodies and public agencies including Creative Scotland, to work together to build on what already exists. We must find new opportunity from looking at the current landscape and how to strengthen and support literature and publishing in new ways. There is also enormous opportunity in widening the reach and impact of all of our work by connecting with more parts of society. Creative Scotland looks forward to playing an active role in this area of work and to helping to provide a greater prominence for, and engagement with, literature. This review would not have been possible without the wisdom, guidance and healthy level of challenge from our intrepid steering group, Robyn Marsack, Tom Pow and Jan Rutherford to whom we are extremely grateful. The consultancy team, Nordicity in association with Drew Wylie, have approached the task of mapping this complex, multifaceted sector with herculean effort and we’d like to thank them for their dedication and good humour throughout. Jenny Niven, Head of Literature, Languages and Publishing, Creative Scotland (June 2015) 2 Nordicity © 2015 EXECUTIVE SUMMARY Literature in Scotland has a rich tradition, and a contemporary vitality that is a core part of the nation’s cultural life. This Literature and Publishing Sector Review (the ‘Review’) celebrates achievement and signposts the way forward. Its foundation rests on the commitment of many to make literature in Scotland more central to the nation, its communities and citizens, and as a means to communicate with the wider world. Scotland’s literature ecosystem comprises a diverse range of activities. Writing, publishing and reading remain the key building blocks, but festivals, storytelling and new digital formats are emerging as particularly important to the future of the sector. The shape and size of Scotland’s literature scene is changing: § Writers in Scotland are committed, independent and highly skilled. Many are engaged in an ever- widening spectrum of writing formats, genres and subjects. The practice of being a writer shares many traits with other artists, and the challenges encountered by writers and publishers mirror those of others within the creative industries. However there is uniqueness and specificity to being a writer that requires a tailored review. § People in Scotland spend more time reading than any other culture-related leisure activity. § Publishers in Scotland continue to play a major role in the propagation of Scottish literary works, adapting and responding to the changes that digital technology brings, as well as forming an industry extending far beyond Scottish works and Scottish borders. § There is a wide and dynamic Scottish literature ecosystem comprised of individuals, companies and organisations that are voluntary, privately and publicly supported. It is through these organisations that all of the reading, writing and publishing activity is facilitated, encouraged, and delivered. Sector Review Context Over the last decade, Scotland’s literature sector has been reviewed a number of times, including the Scottish Arts Council Review of Publishing (2004), Literature, Nation (revised 2009), the Literature Working Group report (2010) and prior to this Review, the last report was prepared via the Mission, Models, Money initiative (2008-2010). The appetite for a new review was evidenced by the Literature Alliance Scotland (formerly Literature Forum for Scotland) and is part of Creative Scotland’s series of Sector Reviews across the arts, screen and creative industries. This Review has been undertaken in the context of the rapidly changing landscape of the literature and publishing sector. It is also a reflection of Creative Scotland’s 10 Year Plan Unlocking Potential, Embracing Ambition1 launched in spring 2014 that set out a shared vision for the arts, screen and creative industries in Scotland. This Review has been developed within the literature community and has encompassed substantial consultation with many voices and views helping to shape it: a web-based survey responded to by 1,080 writers, publishers, participants in the Scottish literature ecosystem, and interested citizens with some affiliation with literature; over 60 stakeholder interviews; four half-day industry reference group meetings, each with over 25 sector representatives. The entire process was overseen by a six-person Steering Group, which included industry representatives. 1 Creative Scotland’s 10-year plan sets out a shared vision for the arts, screen and creative industries in Scotland. Accessed at creativescotland.com 3 Nordicity © 2015 The stated purpose of the Review was to: ‘Undertake an overview of contemporary literature and publishing in Scotland, identify areas of strength and gaps in provision, and make recommendations