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Nota Sectorial. El Libro Infantil Y Juvenil En El RU

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Nota Sectorial. El Libro Infantil Y Juvenil En El RU Oficina Económica y Comercial de la Embajada de España en Londres El mercado del libro infantil y juvenil en el Reino Unido NotasSectoriales 1 El mercado del libro infantil y juvenil en el Reino Unido Este estudio ha sido elaborado por Silvia González-Cutre Alfaro bajo la supervisión de la Oficina Económica y Co- mercial de la Embajada de España en Londres Mayo 2008 NotasSectoriales 2 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO ÍNDICE CONCLUSIONES 4 I. DEFINICIÓN DEL SECTOR 5 1. Delimitación del sector 5 2. Clasificación arancelaria 5 II. OFERTA 7 1. Tamaño del mercado 7 2. Producción local 11 3. Perfil de la industria editorial infantil 12 4. Importaciones 19 III. ANÁLISIS CUALITATIVO DE LA DEMANDA 21 IV. PRECIOS Y SU FORMACIÓN 26 V. PERCEPCIÓN DEL PRODUCTO ESPAÑOL 28 VI. DISTRIBUCIÓN 30 VII. CONDICIONES DE ACCESO AL MERCADO 36 VIII. ANEXOS 39 1. Ferias y festivales 39 2. Publicaciones del sector 41 3. Asociaciones 42 4. Otras direcciones de interés 43 Oficina Económica y Comercial de la Embajada de España en Londres 3 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO CONCLUSIONES El mercado editorial del Reino Unido es uno de los más prolíficos del momento, con un gran crecimien- to y un elevado número de publicaciones al año que convierten al país en un núcleo principal para la li- teratura en general. El Reino Unido es un gran centro creador de historias y material editorial de todo tipo, y en lo que se refiere al género infantil y juvenil no es ninguna excepción. Entre sus filas hay im- portantes escritores tanto clásicos como contemporáneos que han revolucionado el mundo con sus his- torias. La literatura infantil y juvenil es muy prolífica en este país, y tiene tan buena acogida que puede incluso considerarse un fenómeno cultural. La realidad es que los niños británicos leen muy bien y que los li- bros para los más pequeños y los jóvenes se venden con facilidad, lo que lo convierte en el género que registra mayor número de ventas en el Reino Unido, tan sólo por detrás del género de ficción. En el sector editorial, hay muchos profesionales que afirman que estamos en una época dorada para el libro infantil y juvenil en estos momentos. Esto se ve reflejado en ciertos fenómenos que se han ido ex- perimentado en los últimos años: las cifras de ventas siguen creciendo progresivamente, los autores de este género han crecido y se han multiplicado enormemente en un espacio de tiempo mínimo, y las campañas de promoción y actividades para niños afloran tanto en bibliotecas como en librerías, atra- yendo a una gran afluencia de niños, jóvenes y padres. Sin embargo, introducirse en este mercado puede ser una tarea muy complicada, ya que en el Reino se traduce muy poco y el 97% ó 98% es material inglés. El mercado del Reino Unido funciona principal- mente a través de la venta de los derechos de traducción, pero lo más difícil es conseguir captar la aten- ción de una editorial británica que esté dispuesta a iniciar el largo proceso que conlleva la venta de de- rechos, traducción del libro y posterior publicación. Aun así, desde hace poco, ha ido creciendo una cierta consciencia de la literatura exterior que mantiene a las editoriales más alertas a obras extranjeras, y se ha registrado un gran aumento en las traducciones de las obras procedentes del español. Oficina Económica y Comercial de la Embajada de España en Londres 4 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO I. DEFINICIÓN DEL SECTOR En este estudio se analiza el mercado del libro infantil y juvenil en el Reino Unido. Hay que tener en cuenta que dentro de este sector se recoge todo tipo de géneros, y esto incluye los libros de ilustracio- nes, para colorear o dibujar, libros educativos, historias cortas, novelas, ficción, etc… En este informe no se analiza por tanto, la literatura clasificada como adulta, aunque será inevitable mencionarla en al- gunos aspectos del estudio. 1. DELIMITACIÓN DEL SECTOR La delimitación de este sector en general se ha ido haciendo más difícil en los últimos años. En general, el concepto y producto de 'literatura infantil' coincide con la etapa social o época de la vida humana de- nominada infancia. Por lo tanto, los libros se suelen considerar infantiles cuando se conciben para un público que abarca desde 0 hasta 13 años y tratan asuntos educativos o situaciones comunes a esas eda- des. Por otro lado, la literatura juvenil es más difícil de definir y de delimitar. Por lo general, suele englobar aquellos libros que tocan temas relacionados con la adolescencia y pubertad, y por lo tanto, se conside- ran apropiados para aquellos jóvenes que estén entre edades comprendidas entre los 14 y 18 años. Los límites entre la literatura juvenil y la literatura adulta aún no están perfectamente definidos, y con- vergen en varias ocasiones, como se comprobará a lo largo de este estudio, por lo que al final quienes tienen la última palabra y suelen decidir en qué categoría se incluye un libro que pueda valer tanto para adultos como jóvenes, son el autor y la editorial. Por supuesto también hay otros factores que influyen y hay que tener en cuenta a la hora de clasificar un libro, como por ejemplo, el lugar donde se posicione el libro dentro de una librería juega un papel muy importante, así como la publicidad que se haga del li- bro en cuestión, y hacia qué publico objetivo se enfoque. 2. CLASIFICACIÓN ARANCELARIA La clasificación arancelaria para material editorial es la partida 49, sin embargo, como en este estudio se analizan específicamente los libros infantiles y juveniles, no se utilizará la clasificación arancelaria general, ya que es demasiado amplia y abarca demasiados géneros y otros materiales editoriales que no nos competen en este estudio. Oficina Económica y Comercial de la Embajada de España en Londres 5 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO Por otro lado, existe la partida arancelaria 4903 que comprende los libros de ilustraciones infantiles y aquellos que son para colorear o dibujar, pero dado que este estudio también engloba todos los demás tipos de literatura infantil y juvenil, así como libros de texto, esta clasificación específica tampoco se utilizará ya que es demasiado limitada. Por lo tanto, podemos concluir que no existe una clasificación específica para el género que se analiza en este estudio y, por lo tanto, se prescinde de la utilización de ninguna partida arancelaria salvo para la publicación de datos de exportación e importación, donde se utilizarán las partidas ya explicitadas. No obstante, estas cifras son sólo orientativas y en ningún caso representan las cifras exactas del sector que nos concierne, ya que no hay equivalencia exacta de partidas, y por ello deberán utilizarse tan solo co- mo datos orientativos del sector. Oficina Económica y Comercial de la Embajada de España en Londres 6 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO II. OFERTA 1. TAMAÑO DEL MERCADO Visión general de la industria británica Según cifras específicas para el Reino Unido, se estima que las editoriales británicas vendieron aproxi- madamente 787 millones de libros en 2006, lo que supuso un valor de 2 810 millones de libras (unos 3 500 millones de euros). Esta cifra es ligeramente inferior en volumen a la recaudada el año anterior, pe- ro un 2% superior en valor. A continuación puede verse la evolución de los últimos tres años así como un desglose de la proceden- cia de los ingresos. Tabla 1. Valor total de las ventas británicas 2005/2006: Fuente: UK book publishing industry statistics yearbook 2006. The Publishers Association 2007. Oficina Económica y Comercial de la Embajada de España en Londres 7 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO Tabla 2 . Volumen total de ventas británicas 2005/2006 Fuente: UK book publishing industry statistics yearbook 2006. The Publishers Association 2007. El año pasado, sin embargo, la industria editorial experimentó un crecimiento tanto en valor como en volumen. El valor del mercado editorial británico en 2007, a precios de consumidor final, se estima que fue de 3 500 millones de libras (4 400 millones de euros), lo que representa un aumento del 4.4% en comparación con el año anterior. Las ventas de libros subieron un 9% en términos de volumen, en com- paración con el año 2006, y llegaron a alcanzar unos 855 millones de ejemplares. En términos de valor, se registró un aumento del 6% una recaudación total de 2 995 millones de libras (más de 3 700 millones de euros). El mayor aumento de todos se produjo en el mercado de exportaciones, que registró un au- mento del 11% en volumen y un 14% en valor si se compara con 2006. Se estima que las importaciones representaron alrededor de 302 millones de libras (380 millones de euros). Tabla 3. Valor total de las ventas británicas 2006/2007 Oficina Económica y Comercial de la Embajada de España en Londres 8 EL MERCADO DEL LIBRO INFANTIL Y JUVENIL EN EL REINO UNIDO Fuente: UK book publishing industry statistics yearbook 2007. The Publishers Association 2008. Tabla 4. Volumen total de ventas británicas 2006/2007 Fuente: UK book publishing industry statistics yearbook 2007. The Publishers Association 2008. Hace algo más de una década, el mayor mercado nacional de libros era Estados Unidos, con más de un 32% de las ventas mundiales de libros. A continuación se encontraba Japón, con más de un 13%, segui- do muy de cerca de Alemania.
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