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International publishing news & opinion • Subscribe to our FREE email newsletters at publishingperspectives.comFrankfurt Book Fair 2011 03 Publishers Need to Engage With the Mobile Consumer Tuesday’s Tweets on STM By Andrew Wilkins messages at people doesn’t work anymore." The International Association of STM Publish- Armed with their smartphones, today's con- ers met Tuesday to discuss “peer review, business As the people on the "front line" of the digital sumers are continuously online and able to buy and models, and their ilk.” Here are some highlights publishing era, today's publishers have an "amaz- research products at any time. Joel cited recent Mo- from the meeting’s Twitter feed (#STM11): ing" opportunity, said Mitch Joel, keynote speaker bile Marketer @ArendJK: Interesting to see how the talks have at Tuesday’s Tools of Change Frankfurt conference. mobile research being conducted in-store by shop- now shifted at #stm11 focussing on embracing OA However, the traditional forms of marketing pub- pers. figures that showed a 74% increase in lishers were still clinging to had to go. Publishers needed to think strategically and of the market and publishers need to catch up, he rather@ORourkeTony than fighting: #stm11 it. Times Steven have Hall changed, IOP OA indeed. advo- ask themselves not what they should be doing but said:For "If peoplethe first are time, looking, the consumer are you really is now there?" ahead cates are vocal and strident in promoting their poli- why. Evidence suggested that consumers were rap- Joel, author of the business book Six Pixels of cies. As an industry, publishers need to do the same. idly tiring of the traditional forms of marketing— Separation (Business Plus, 2010), suggested that such as banner ads and email marketing—that waiting for people to "like" your Facebook page was @hratner: Peer Reviewers need more recognition publishers’ were employing to reach consumers too passive for new consumers: for their good work. #stm11 Can ORCID help facili- online. "Start making everything you have as share- tate this acknowledgement? "The [new] media is so fundamentally differ- @saskwoch: #stm11 writing by hand helps mem- ent that we have to look at new ways of connecting talk about it. Then, if you are really awesome, they ory/thinking, so why aren’t pen recording devices readers to the content," he said. "Simply blasting ablemay have and a findable conversation as possible; with you." then, people can not standard issue? @grace_baynes: First 5 sentences of newspaper

Nielsen Reports Print Google - Frank Schirrmacher articles are not written for humans; written for Book Sales in Decline Market Parters Int’l at Frankfurt Industry mavens Constance Sayre and Lorraine By Andrew Wilkins Shanley of Market Partners International—togeth- er at last in Frankfurt at the International Rights Print book sales continued to decline in 2010 Directors Meeting. The duo usually take turns at- across several major book markets and macroeco- tending Frankfurt, but are here en force this year. nomic conditions would get worse before they got better, according to Nielsen Book sales data pre- sented at Tools of Change Frankfurt on Tuesday. The Republic of Ireland showed the largest sin- gle year drop at 8.7%, followed by the UK (6.1%), the US (5.7%), Spain (2.3%) and Denmark (0.5%). Only Italy showed modest growth at plus 0.6%, per- haps, suggested Nielsen Book’s Jonathan Nowell, because e-books had yet to catch on there. Fiction was the category most in decline in print across all markets, followed by children's books. For those looking to head to the bar and drown their sorrows, Nowell had at least some positive thoughts: no downturn lasts forever, "value" was going to be an increased priority for consumers, and the rapidly aging population should present publishers with opportunities to sell to "those

time to read." Let's hope they don't forget where book-lovingthey put their baby glasses. boomers who finally have the Audience at Tuesday’s Tools of Change Frankfurt Conference

Opening Press Conference on Tuesday Opening Press Conference 2011: Frankfurt’s Cooperation with Audi Press conference speakers, left to right: Prof. Dr. Gottfried Honnefelder (Börsenverein), Juergen Boos (Frankfurt Book Fair), Peter Schwarzenbauer (Audi)

Now, together with Audi in this fas- cinating structure, the Book Fair has developed a meeting place that will host discussion events and col- lective storytelling. Moreover, we want this to be a place where meetings are possible that produce valuable stimuli for our own business. How do ideas arise? Where do they come from? Who are the people driving the ideas, and what is driv- ing those people? These events will bring together clever and argu- mentative individuals; their talks should inspire new visions, ideas and points of view.

–Juergen Boos, President, Frankfurt Book Fair at the Opening Press Conference on Tuesday 02 Frankfurt Book Fair 2011 FBF’s “Unofficial” Tuesday Night Opening Free Market Threatens Diversity, Every year, German trade publication Buchmarkt brezeln. hosts the “unofficial” opening of the Frankfurt Book Says Former CEO of Borders UK Fair in Hall 4.1 D171 with beer kegs and Philip Downer at TOC Frankfurt At TOC Frankfurt on Tuesday, Philip Downer said that in the UK, Amazon is now selling 30% of all printed books and the vast majority of e-books.

By Andrew Wilkins mary of recent events in bookselling and publish- ing, Downer warned publishers who longed for a With physical bookstores in English-language return to the good old days that it was "naïve to as- markets in "terminal" decline, a small number of sume people will always love books" and that there companies with "no history with books" dominat- was a danger that the book would be "lost among a ing the consumer book market, and "insane" pric- welter of apps on a tablet screen." ing of books and e-books, the free market had gone He encouraged publishers and booksellers to too far, suggested the man who oversaw the rise work together to develop alternative sales chan- and fall of Borders in the United Kingdom, Philip nels to Apple, Amazon and Google and encouraged Downer. Speaking during the EDItEUR-convened Supply younger people. Chain Track at the Tools of Change Frankfurt con- publishers"I'd like to to redefine see more their 35-year-old roles and CEOs hire in more the ference, Downer, now a retail consultant, pointed to industry," he said. the more protected and regulated European book Speaking after a presentation by Jonathan markets as places where diversity in publishing Nowell of Nielsen Book which reported continu- and bookselling was being protected, in contrast ing declines in print book sales across all the ma- to the UK, where Amazon is now selling 30% of all jor markets it surveys (with the exception of Italy), printed books, and the vast majority of e-books. Downer exhorted delegates not to lose "what was Presenting a sobering and hard-hitting sum- special about books."

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Frankfurt Book Fair 2011 03 more reach more reach L’art de la guerre français This Frankfurt, French Rights ne s’opposeRien a la nuit Jayne 1967 Mansfield D’un paysD’un sans amour Retour a Killybegs

Directors Focused on Fiction Rue Darwin Les îles The French Art of War, Rue Dawin, Les îles among top titles on offer.

By Olivia Snaije authors, the Algerian Boualem Sansal. Gallimard Love was published by Other Press in 2011, has Barbarians’ Ser- “the French touch but is accessible to foreigners,” Rights sales may still be morose, but this year mon in 1999. Noble sold translation rights to 16 said Bredin. many French publishers are feeling upbeat about publishedcountries forSansal’s his novel first Thenovel, German the Mujahid (pub- Cécile Dutheil, an editor specialized in Ameri- lished by Europa Editions in 2009), and Noble is with books that they feel will go over well in foreign now selling his latest novel, Rue Darwin. Warneke (on maternity leave) at Grasset. She’ll theirmarkets. fiction and are looking forward to Frankfurt Another book that is enjoying tremendous canbe going literature, to Frankfurt is filling with in for Simon rights Liberati’s director novel,Heidi Indeed, Dominique Mazuet, owner of a suc- success is Delphine de Vigan’s Rien ne s’oppose a Jayne Mansfield 1967, a “meditation” on the 1960s cessful independent bookshop in Paris goes even la nuit (Nothing Holds Back the Night), which has and the loss of innocence. The book has received further saying that there is a book this year that is already been sold to six countries by Eva Bredin, excellent press in and Dutheil expects it to emblematic of a revival of French literature: “a clas- publisher JC Lattès’ foreign rights director. Blooms- do well abroad. Another book she says will appeal sic French novel in style, but with the merit of being bury, which, according to Bredin sold 80,000 cop- to the foreign market is Sorj Chalandon’s Retour a without a doubt a book of our time and accessible ies of Vigan’s book No and Me, (marketed for young Killybegs (Return to Killybegs) based on the life of to anyone.” adults in the UK) has acquired the rights to Rien an IRA traitor who works for the British secret ser- ne s’oppose a la nuit. Like Jenni’s book, Vigan’s has vices. novel L’art français de la guerre (The French Art of been nominated for many of the top literary prizes Gilles Rozier’s sixth novel, D’un pays sans The book Mazuet is talking about is first time and has sold 100,000 copies in France since it’s re- amour (From A Country Without Love) has al- The book, which runs through 50 years of French cent release. Vigan’s autobiographical novel is, as ready been sold to the Netherlands and Spain and War)military by history,48-year-old has biologyalready professorbeen nominated Alex Jenni. for Mazuet put it, “an indescribably sordid and utterly recounts the destiny of three Yiddish poets from most of the prestigious literary prizes, including compelling” account of Vigan’s mother who com- Warsaw. the Goncourt. mitted suicide at age 61. Unfortunately markets are still very tough The publisher, family-run Gallimard, is cel- Bredin is also selling rights to Libération jour- commented Bredin, “but when you have books that ebrating its 100th anniversary this year. Anne- Les îles (The Is- are successful, it makes things much easier . . . to Solange Noble, the foreign rights director, noted lands), set in the tropics from Hong Kong to Cuba, say that French literature doesn’t sell abroad is sim- that the respected Friedenspreis (Peace Prize), will nalistand Hervé Philippe Letellier’s Lançon’s Electrico first novel, W, named for Lis- ply not true anymore.” be awarded in Frankfurt this week to one of their bon’s iconic tram. Letellier, whose Enough About reacH More content Ingram’s inventory of physical and digital content and related products is the largest in the industry. More content. More reach. More sales.

Hall 8.0, stand M902

ingramcontent.com @ingramcontent Could Small Market Publishers Swap, Not Sell Digital Rights?

Interview by Daniel Kalder - As a result Horne has recently started mak- body wants to then let the rights just continue. We Lasse Korsemann ingpublishers a modest to proposalturn a profit. at the book fairs he attends fivecan’t years keep haverenegotiating the option all to the renegotiate, time—it’s notbut worth if no Horne is an editor at around Europe: rather than spend a lot of money the trouble for small countries. We need to start a Lindhardt og Ring- developing lots of digital products from scratch, hof, part of Demark’s publishers in different countries should swap or publishers, agents and authors. Egmont. In the digital license apps, after which they can localize the con- dialogue,“I call to upon find publishers something in in small between countries that fits to department of L&R, he tent in order to save—and make—money. At L&R, join forces and revise the strategies for digital pub- deals with e-books, au- Horne has, so far, traded apps with Oetinger in Ger- lishing. We need to be more dynamic and act fast- dio books and apps, and er—all of us. Now!” with how to make pro- “Trust is fundamental, of course” says Horne. duction more effective, many,“You need and alsogood firms relationships in Norway with and fellowSweden. publish - lower production costs ers. It can only be meaningful if the swap or license and sell more prod- occurs across language borders, and you don’t com- Lasse Korsemann Horne ucts in a better way. He pete with each other.” spoke at the Interna- Horne also suggests that publishers should tional Rights Director’s Meeting yesterday. think less about production and more about licens- “Digital books are not big in Denmark,” says ing. “A hundred years ago publishers printed their Horne. “There has been a lot of hype in the press, own books, but now they don’t—that part of the but people are not buying them. There is no critical process has been moved outside. Today publishers are not very good at building software, so perhaps the Apple store in the US, there are tens of thou- in future we should concentrate on producing con- masssands of of books; e-books there and are apps. not Inenough Denmark good there titles. are In tent, then grant a license to app/software builders only 2-3,000 titles available.” to manufacture and sell it worldwide.” The extra costs and issues of digital are not the “In a small market like Denmark, the price is only problem facing publishers in smaller markets just Atoo lack high. of choice A major is one title problem; just below cost a is bestseller another: such as Denmark, however. “Constant renegotiat- reaches 5-10,000 copies, so books have to cost $50- ing of digital contracts kills business where a large proportion of the books we publish are trans- lated. In digital publishing, you need a huge back- $6050, which each to is bealmost profitable the same in the as first a print edition. book.” And an list—2-3000 titles—to make money. The amount e-book—forThe situation the most is replicated part—still in costsother around small coun $40-- of money and man-hours spent keeping track of tries, says Horne: readers lack choice—both of rights is a huge problem. reader devices and titles—and incentives to experi- “It would be a great help if we could separate digital rights from paper rights. Or at least, after ment, while economies of scale make it difficult for reacH More readers Ingram delivers content to the widest breadth of potential readers worldwide, including retail customers, library patrons, and students—in any format. More content. More reach. More sales.

Hall 8.0, stand M902

ingramcontent.com @ingramcontent Driving Into the Future SPARKS Stage 8.0 Schedule of Events

WEDNESDAY, OCTOBER 12 SPARKS Stage 8.0 Location: HALL 8.0 N988 10:00 - 10:30 14:00-15:00 Focus on Industry Leaders BITKOM presents: Digital Books - Content Meets Brian Murray, CEO, HarperCollins with Nigel Roby, The Technology Bookseller 15:00 -15:30 10:30 - 11:30 Digital Leaders in Conversation CEO Panel: Is the US E-book Phenomenon a Harbinger of Sanna Lukander, VP Book Publishing, Rovio Every Country’s Book Future Entertainment Ltd. 11:30 - 12:00 15:30 - 16:00 Digital Leaders in Conversation Digital Leaders in Conversation Matteo Berlucchi, CEO, Anobii Valla Vakil, CEO, Small Demons 12:00 - 12:30 16:00 - 16:30 Challenges Currently Facing the Publishing Supply Chain UK Publishers Update Bob Kelly, Gardners; Philip Downer Richard Mollet, UK Publishers Association 13:00-13:30 17:00 - 18:00 Digital Leaders in Conversation Digital Leaders Meetup Neal Hoskins, Publisher, WingedChariot By Edward Nawotka, Editor-in-Chief DC Entertainment Lands Larsson Graphic Novel I was born in Henry Ford General Hospital in Detroit, Michigan. Cars are in my blood—though to By Erin L. Cox the disappointment of some of my family I didn’t become an auto engineer. Instead, I became a book Yesterday, DC Entertainment’s Vertigo imprint critic. announced they will work with the estate of Stieg Larsson and Hedlund Literary Agency to adapt time this year I was immediately struck by the the bestselling “Millennium Trilogy” into graphic loomingWalking new thepresence grounds on ofthe the Agora—that fair for the open first novels. With more than 60 million books sold section in the middle of the fairgrounds—of what looks like the great white whale. Was it an installa- forthcoming US version due out on December 21st, tion honoring “Moby Dick”? A space craft? No, the worldwidea graphic novel and twooffers film another adaptations, potentially including lucrative the building branded with the iconic linked-ring logo of extension for the franchise. Audi, the German car manufacturer. What was this “The intricate characters and stories Larsson doing here? I asked the one man who might have created in the Millennium Trilogy are a perfect an answer. match for the graphic novel format, where we can “We found out that the car manufacturers are bring Lisbeth Salander to life in entirely new, visu- in a similar situation as us,” explained Frankfurt ally compelling ways,” stated Dan DiDio co-pub- Book Fair Director Juergen Boos. “As we go from lisher of DC Entertainment. “It’s a distinct honor print to digital publishing, the auto industry is ex- to work on a story that is already so popular with perience similar disruption as they move from the millions of readers around the world.” petrol to electronic engine. We want to learn from Each graphic novel will be published in two their transformation, from their problem solving volumes and available in both print and digital processes.” formats. The Girl with the Dragon Tattoo volumes This idea was echoed in today’s opening press will be released in 2012, with volumes for The Girl conference, where the corollaries were spelled Who Played with Fire following in 2013, and The out. And they do, if you think about it, make a lot Girl Who Kicked the Hornet’s Nest wrapping up the of sense: Emerging markets for the car business are the DC Entertainment is the worldwide leader in same as for publishing: Brazil, India, China. graphicproducing novel best-selling series in 2014.graphic novels and comic - books, including best-selling Vertigo titles Sand- tion of how you manage tens of millions of drivers man, Fables, 100 Bullets and Road to Perdition. You in SãoTraffic Paolo is or an Beijing issue for or bothDelhi industries: is similar toThe the ques one

publishers and retailers will face when, in a few Girl with Dragon Tattoo Poster.indd 1 9/23/11 3:49 PM short years, there are tens of million self-published Cultural and political figures just before the Openingcan find Ceremony them in Hall of 8.0,the StandFrankfurt P939. Book Fair books. How will readers discover your book in the

the face of so much choice? trafficIncreasingly, jam? How doin thisyou digitalavoid readerage of paralysispublishing, in the most important question of all isn’t whether to publish a story—the barriers to entry to book publishing are virtually nil—but how to publish. As

Maybe a game? a book?It’s muchOr as the an sameinteractive question app? a commuter Perhaps a might film? face when considering how to get to work? By car, bike, public transportation, on foot? The answer often depends on the story. Is it a straightforward narrative, something with a begin- ning, a middle and an end? Or is it something more amorphous, a story with numerous narratives told from different perspectives? This is something that the book fair has ad- dressed by putting its StoryDrive Conference inside

After all, what is a story if not a journey? A Audi’sbook is audacious simply one space. vehicle It’s fitting. to get you to where you’re going. Photo: Peter Hirth 08 Frankfurt Book Fair 2011 Photo: Frankfurter Buchmesse Photo: Frankfurter Buchmesse

Photo: Johannes Minkus Photo: Johannes Minkus

Photo: Johannes Minkus Photo: Frankfurter Buchmesse

Photos clockwise from top left: Iceland Guest of Honour exhition; Press tour of Iceland exhibition; Carlo Carrenho and Gabriela Adamo at TOC Frankfurt; Opening Press Conference inside the Audi Pavilion; Murmur Project inside Audi Pavilion; Audience at Publishers Launch Children’s Conference Frankfurt Book Fair 2011 09 SPECIAL SECTION BROUGHT TO YOU BY THE NATIONAL BOOK COUNCIL OF MALAYSIA Malaysia’s Rich Publishing Culture is Waiting to Be Discovered The country offers a diverse range of publications, from gorgeous cookbooks and cutting-edge education titles to literary and Islamic texts.

By Amanda DeMarco tions like Al Ameen Serve Holdings providing in- novative children’s books, such as the popular I Can Read series. Sheikh Faisal Sheikh Mansor’s poised to expand its presence internationally. The company Shakespot also has its greatest success industryMalaysian receives publishing broad support is flourishing, from the and Ma it’s- with educational materials: the Learning Math- laysian government, particularly the Ministry of ematics with the Abacus series (of which he’s also Education. For example, under its supervision, the the author) has been translated into Turkish, with Dewan Bahasa dan Pustaka (DBP) or the Institute publishing rights sold to India, the US, Canada, and in Malaysia.” PTS is interested in rights to a broad of Language and Literature acts as the nation’s South Africa. Shakespot thinks outside the book for language and literary development agency. Pub- their products: “The content we produce may not Malaysia’s multi-racial population has resulted necessarily end up as a book, it may be web-based, inrange a varied of titles, and from rich culinarybusiness tradition. to parenting PTS’s to fiction.Malay- or multimedia content as an app.” sian cookbooks series, which has sold over 50,000 lishingSasterawan official Negara dictionaries or National along Laureates—writers with both fiction copies, is a real highlight. Another publisher, Ka- andhonored non-fiction, for their DBPcontributions is highlighting to Malaysian the works litera of- literary agents are another new feature. A leader ture—and winners of the Southeast Asian Writers in theInnovation agenting incommunity Malaysia isn’tin Malaysia, just technological; the Yusof cookbooks will interest European and American Award at Frankfurt. Gajah Lingard Literary Agency has been appointed rangkraf,publishers. is also confident its traditional Malaysian The Malaysian National Institute of Transla- to represent the “50 Best Malaysian Titles for Inter- Malaysia’s Islamic publishing tradition is also tion, which provides translation services in a num- national Rights 2011” catalog. They also represent not to be overlooked. Karangkraf provides a large ber of languages, has recently seen a large increase foreign publishers Kogan Page (UK) and Glénat amount of Islamic content for the -speaking in demand. Its publications surged from under 10 (France), and work with foreign sub-agents. market, with popular titles focusing on, among oth- titles annually prior to 2006 to 82 titles in 2007, Director Linda Lingard says Malaysian publish- er things, fashion for hijab styles. SABA Islamic Me- with continuous growth ever since. It has trans- ers are not only “keen to expand overseas, they are dia offers a broad range of materials, especially in lated the works of National Laureates such as A also looking to expand their list by buying rights, es- English, under the motto “Your Spiritual Wellbeing Samad Said, Keris Mas and Usman Awang, to name pecially with the government’s call to increase the . . . our business.” PTS, too, says one of its key titles but a few, into other languages including English, number of titles published annually from 16,000 to for the fair is by doctor and Islamic scholar Danial Chinese, French, German and Korean. At Frankfurt, 26,000. Children’s educational titles and self-help it continues its work toward internationalizing Ma- titles are popular.” perspective. laysian literature and improving its sustainability. Arief Hakim Sani Rahmat, Managing Director ZainalA Abidin,diverse who culture discusses with Islamdynamic from literary, a scientific cu- Educational books for children are a great of PTS Publications, emphasizes translations can linary and theological traditions, Malaysia’s rich strength of Malaysian publishing, with organiza- “cater to the demand of the growing middle class publishing heritage is just waiting to be discovered. Highlights from “50 Best Malaysian Titles” Guide Book Production Statistics Source: National Library of Malaysia, 2009 Malaysia produced 16,000 titles in 2010 alone. Awards. Some, like Kulit Manis: A Taste of Tereng- Luckily, the National Book Council of Malaysia pro- ganu’s Heritage, demonstrates how food lies at the Textbooks: 3,969 (25%) vides a helpful booklet, “50 Best Malaysian Titles heart of a society. Others, like Fruitastic! and Vege- for International Rights 2011,” to guide publishers mania! are fun, creative forays into healthy eating. to their favorites. Top quality art books books show off Malay- Children’s: 4,189 (27%) Malaysia produces incredible cookbooks, many sia’s culture, landscape and wildlife in stunning, of them have garnered international praise, and beautifully-designed volumes. Drawing lessons winning numerous Gourmand World Cookbook from its multicultural society and sensitive rela- Adult Books: 7,609 (48%) tionship to the natural world, Malaysia’s children’s books are great tools for socially-conscious parents raising children in a globalized world. Total Books: 15,767 (100%)

with titles like 21 Immortals, shortlisted for the CommonwealthMalaysia also Writers offers hiddenPrize Best gems First of fiction,Book Breakdown in Percentages by Subject into Malaysian culture. A Doctor in the House: The AwardMemoirs 2011. of Tun Nonfiction Dr. Mahathir titles provideMohamed unique tells ofviews the 24.44% - Language, Linguistics leader’s 22 years as Prime Minister. In the category 17.68% - Literature of religion, insightful titles appeal to Muslims and non-Muslims alike, from Understanding Islam to 10 10.92% - Mathematics, Science, Engineering Muslim Women Role Models. 10.29% - Religion, Philosophy This year in Frankfurt, the Yusof Gajah Lingard Agency will conclude the sale of Chinese rights to 9.49% - Others Hayley’s Vegemania Garden, and Hayley’s Fruitastic 8.1% - Politics, Economics, Sociology, Law Garden by Mohana Gill. The agency is also discuss- - 7.67% - Geography, History, Cultural Anthropology 4.78% - Arts and Leisure ingpicture German book rights by Malaysian for two fictionartist Yusof titles Gajah. and one so 3.8% - Education cial title;More and information they recently about sold the Korean guide is rights available to a at www.50bestmalaysiantitles.org.my. 2.38% - Management

10 Frankfurt Book Fair 2011 SPECIAL SECTION BROUGHT TO YOU BY THE NATIONAL BOOK COUNCIL OF MALAYSIA National Book Council of Malaysia at Center Silverfish Books: of Malay Rights and Licenses Business “Every Book Counts” Q&A with Adibah Omar, Project Manager at the National Book Council of Malaysia Tell us about your role as Project Manager at What is the favorite part of your job? the Malaysian Book Council. The Book Council is the organizer of the Malaysian reality and managing the challenges of executing stand at the Frankfurt Book Fair. As project It’sthem. definitely being able to turn creative ideas into manager, I have to ensure that everything runs smoothly for the participating companies. My How have your experiences as a teacher helped responsibilities include spearheading the 50 Best you in your work at the Book Council? Malaysian Titles catalog, working with contractors I am always a teacher at heart. Now that I am for the design of the stand, planning promotional working at the National Book Council, I am and marketing strategies for participating always thinking of ways to encourage Malaysian companies, promoting next year’s Trade and Publishers to continue publishing quality works Copyright Centre in Kuala Lumpur, managing the for our children. - logistics, getting the relevant websites running to getting souvenirs for guests. And of course all to whatYou’re is unique not likely about to usfind is another the way Malaysian we approach pub budget and deadlines. lishingpublishing,” house says quite publisher like Silverfish Raman Books. Krishnan, “I guess, “our focus on storytelling, on the unique Malaysian ex- Who should be interested in taking part in the perience.” Trade and Copyright Center (TCC)*? Part of that mission has been translating Ma- All who are involved in the buying and selling laysian culture for English-language readers, a suc- of rights in books, multimedia products, digital cessful endeavor that has been in practice since 21 This include publishers, agents and service Immortals and Ripples, were shortlisted for major international prizes. products,providers filmwho rights, are looking and related to expand merchandise. their 2000. Recently, two of Silverfish’s fiction titles, business in Asia. Authors and illustrators can come But, says Raman, “Our greatest success was the and meet agents and publishers. There is a ready publication of I Am Muslim by Dina Zaman, a book market in Malaysia as well as around the region for that, practically shook up the entire country for good and innovative products. The TCC is focused the way it openly discussed so many subjects con- on rights trading and starts two days before the sidered taboo in this largely conservative Muslim Kuala Lumpur International Book Fair which country.” attracts close to two million visitors every year. Adibah Omar of the National Book Council of Malaysia Raman sees opportunities in the international translation market. Though Anglo-American pub- - ceived enthusiastic responses at last year’s fair, es- lisherspecially havefrom provenEuropeans too and risk-averse, the Japanese. Silverfish re Karangkraf, Malaysia’s Largest Publisher, - er, bookstore, and education center, draws energy fromSilverfish, its broad whichrange of is activities, simultaneously but it hasn’t a publish lost Focuses on Expanding Rights Deals at FBF sight of its core objectives: “We are old fashioned Founded in 1978 by one man with a vision to publishers. We sit with authors and go through ev- publish books for the Malay market, the Karangkraf Executive Publisher, Firdaus Husammuddin ery manuscript, line by line, and word by word. It is Group has grown to become the largest Malay-lan- forand the her first team time are this looking year. to interest foreign buyers time consuming but rewarding. Every book counts.” guage publishing house in Malaysia today. Over the with their extensive range of cookbooks and best- years, the company has been integrating vertically, selling novels. At the same time they will be keep- and now includes distribution and printing arms, ing their eyes open for innovative children’s and young adult titles to build their list. Malaysian Events in Frankfurt Karangkraf publishes a newspaper which and has 1,400 employees. Wednesday, 12 October, 2:30 - 3:30 p.m. Dialogue Session: Trading Rights in South East Asia boastsmore than a daily 200 circulation book titles of a moreyear. than 150,000; 28 Where: Hall 5.0 D934 magazines with total circulation of 4 million; and- books, fashion and lifestyle, motivational, health, Thursday, 13 October, 11:30 a.m. - 12:30 p.m. educationIts range and ofreligion. non-fiction Fiction titles titles include include cook ro- Launch of 50 Best Malaysian Titles for mance, mystery and thrillers, as well as horror—a International Rights 2011 popular genre in the Malay market. Bestsellers at Karangkraf frequently reach Where: Hall 5.0 D934 100,000 copies and a number of Karangkraf’s nov- Friday, 14 October, 2:30 - 3:30 p.m. els have been adapted into movies locally. The publisher’s success, according to founder Bridging Malaysia and the Program and CEO Dato’ Hussamuddin Yaacub is its keen Where: Hall 5.0 Malaysia/Arab Pavilion understanding of the Malay readership. Under the auspices of the National Book Council of Malaysia, Saturday, 15 October, 11:30 a.m. - 12:30 p.m. Karangkraf is exhibiting at the Frankfurt Book Fair Firdaus Husammuddin, Executive Publisher, Karangkraf Featuring A Given Path, a Pictorial Journey of Rituals Performed from Birth to Death English, Chinese, Malay, and Indonesia are Where: Hall 5.0 D934 *Trade and Copyright Centre widely spoken. The next TCC Kuala Lumpur will be Sunday, 16 October, 11:30 a.m. - 12:30 p.m. held from April 25-28, 2012. TCC is Southeast Asia’s annual rights fair. Af- For more information, visit www.tcckualalum- Featuring the Works of Malaysian Artist fordable, conveniently located, and tuned into the pur.com, or come and meet Adibah Omar of the Extraordinaire: Yusof Gajah region’s booming demand, TCC has attracted par- National Book Council at the Malaysian pavilion Where: Hall 5.0 D934 ticipants from across Europe, Asia, and Oceania.

Frankfurt Book Fair 2011 11 located in Hall 5.0 D934. Why Ignoring SEO and Metadata is a Mistake PUBLISHING PERSPECTIVES FRANKFURT BOOK FAIR 2011

Web: http://publishingperspectives.com Twitter: @pubperspectives Facebook: www.facebook.com/pubperspectives

Editor-in-Chief: Edward Nawotka Deputy Publisher: Hannah Johnson Business Development: Erin Cox Distribution: Ingrid Süßmann Photographer: Johannes Minkus

By Michael Bhaskar which things are found, they dictate the ebb and Reporting: Amanda DeMarco SEO (search engine optimization) has often world’s consciousness, its leisure time and spare Maria Fernanda Rodrigues been viewed as a dark art, and with good reason. flowcash. of If, trafficas an industry,and by extension, we can crack the directionwhat metadata of the Olivia Snaije Andrew Wilkins A kind of contemporary alchemy, it sometimes uses means to Google, understand its rhythms, tricks, shady methods, casual ethics and arcane jargon moods and demands, then we can crack anything— Contributors: to go about the business of conjuring money from we can, in a small way perhaps, get some control Michael Bhaskar, Daniel Kalder nothing. By and large, publishers have viewed it as back and start to make the Internet work for us, and not the other way round. Printer: Frankfurter Societäts-Druckerei GmbH concerns of the book world. Recently Google, and the SEO industry it has technical,Ignoring obtuse SEO and is afar mistake. removed People from thehear rarefied those spawned, has undergone a profound transition. I Contact Us at the Frankfurt Book Fair: three letters and think about consultants, tech and want to look at the nature of this transition, its his- practices that exist beyond the scope of market- tory in the path breaking steps of Google’s found- Email:Hall 8.0 [email protected] Room 48 ing as such, but actually SEO is about something ing, what it means for e-commerce, and how it Phone: +49 69 7575 71045 publishers have become much more familiar with: impacts many of our practices. The Internet and Publishing Perspectives metadata. SEO is really about metadata, not search search technology are constantly evolving and we 72 Spring Street, 11th Floor optimization. It is about how you present infor- have suddenly arrived at the next level. We now live New York, NY 10012 USA mation in networks and systems so that it is eas- in a world of Big Data, the semantic web, high level ily discoverable, and this is exactly how people are machine learning and revolution in the centrality of user experience design, yet many publishers are SubscribePhone: +1 to212 our 794 daily 2851 email newsletter at: of metadata then in an oblique way they are get- still living in a world of metadata spreadsheets and http:publishingperspectives.com/subscribe findingting on books.the case If publishersof SEO, so areunderstanding getting on the both case is off-the-cuff product records. See Publishing Perspectives in Frankfurt at the already critical. It’s time for some optimization. Metadata Perspectives Conference When it comes to SEO one player stands above Thursday, October 13 at 9:00 a.m. - 2:00 p.m. all others: what George W. Bush would call "The Michael Bhaskar, Digital Publishing Director of Profile Congress Centre, Room Conclusio Google." More than any other company they shape Books, will present at the Metadata Perspectives conference Register at www.book-fair.com/metadata tomorrow, October 13 in the Congress Centre, Room Illusion.

what we find, how we find it, and the criteria by StoryDrive Conference and SPARKS Push “Storytelling” to the Max

By Edward Nawotka Chinese Moon Festival. There are already licensed

Does Angry Birds—what must own animation studio earlier this year, an in-house surely be the most addictive app of cardproduced games movie and toys; looks and likely. with the acquisition of its all time—have a story? Indeed it does: the birds Can books be far behind? have had their eggs stolen by pigs and they want What’s clear from all this cross-platform pro- revenge. Sounds simple, doesn’t it? Yet, this simple duction is that no story is limited to a single deliv- “story” has generated some 350 million downloads since the game’s launch in December 2009—150 medium in which they are presented. million of those since June—with users spending ery format;The StoryDrive stories remain Conference universal, track no matterbrings theto- more than 300 million minutes playing the game - each day. ers, app developers, and book publishers—into a Sanna Lukander of the parent company of An- gethertwo-day games conference developers, starting filmmakers today. and produc gry Birds, Rovio Entertainment, will be offering in- Speakers at StoryDrive 2011 include David sight into the phenomenon today, October 12 at 3 - lywood actor Rupert Everett, Paul Brett, producer of three days of scheduled lectures from some of Heyman,of “The King’s producer Speech,” of the Chris Harry Huelsbeck, Potter films,game Holpro- p.m. on the SPARKS stage in Hall 8, on the first day - - tian Solomon among others. But keep your eyes digitaldent of media’s Book Publishing, finest thinkers. suggests that ducerpeeled, Matias the rumor Myllyrinne, is that numerous and film financierother high Chris level RovioLukander’s has ambitions official title,beyond Vice Presimere producers, actors and writers like to roam the Fair downloads. Already the company de- incognito. That person in the dark sunglasses and veloped a cross-promotion with the just be an Oscar win- bigner in floppy disguise. hat might film industry, producingstudio a20th tie-in Century app for Fox, the which film “Rio”was initially in partnership released with exclu film- sively via the Amazon.com app store. Even more recently, the company produced an online comic strip to celebrate the

12 Frankfurt Book Fair 2011 Forlagið: Iceland’s Publishing Powerhouse

Though sales haven’t dropped off, a depressed A Novel of Jon and His Written Letters to His Expect- economy has meant Forlagið hasn’t been able to ant Wife When He Dwelt in a Cave over a Winter and increase the price of books as it normally would, Prepared for Her Arrival and New Times, based on so it’s been forced to hold down operating costs. the life of an Icelandic folk hero. Jóhann counts his blessings that he never had to let And it seems Forlagið’s prospects are good for people go or lower wages, as many other compa- selling rights to titles like these, since Úa sees the nies did. buzz generated by being Guest of Honor as some- thing that won’t end after the fair: “Iceland is be- The Benefits of Being Guest of Honor coming more visible, and not just for crises and Being chosen as Guest of Honor at the Frank- eruptions, but more positive things.” furt Book Fair came at just the right moment to help

Úa Matthíasdóttir, Foreign Rights Director at For- Icelandic publishing weather the financial storm. BookStat of the Day By Amanda DeMarco she’s received 50% more inquiries than last year, lagið,and the has two seen years the benefitsbefore this up close.one were She estimateshigher to 2010 Average Net Unit Prices for Books in the USA Jóhann Páli Valdimarsson, publisher at Ice- begin with. land’s Forlagið, was born into publishing. The When Iceland was selected, “the Germans were course of his professional life in many ways out- very organized” and got a head start buying rights. lines the volatile history of the Icelandic book in- Then during the past year interest came from other areas. In America, Forlagið has sold rights to Ran- future trajectory. dom House and Open Letter Books. dustry,As a and boy his and work young today man, broadly Jóhann worked influences in his its Of course English-speakers are less active father’s publishing house, and from the beginning translators than the Germans, so when Amazon- he showed a great deal of ambition: “I was very ea- Crossing came knocking, rights to a lot of desirable ger to prove I had some talent. I was afraid every- titles were available. “They could choose from our one would think I was only in it because I was my list,” says Úa. “They made a good selection and we’re father’s son.” hoping that this is just the beginning.” All told, they write a dramatic letter breaking off the relation- from two others. ship.In Though 1984, difficultiesthe family withcompany his father had ledbeen him very to tookIf five you titles: ask threeÚa about from oneher authorfrustrations and one selling each successful, he owned no part in it and he left to found his own house, Forlagið, with no capital of books don’t rouse enough interest, probably due to his own. Forlagið was later bought by Mal o Mennig, rights,preconceptions she says about children’s what translates books and well—for nonfiction ex- $7.01 $12.13 $10.21 $10.87 where he worked for several years before leaving in ample, many think that illustrations are a “cultural Bookstore Indie Online Overall 2000 to found JPV. In 2007 JPV bought Mal o Men- thing.” And she adds with a laugh “I would like to Chains Bookstores Retailers nig, which by then was part of a larger house, Edda. The new amalgamation took up the old name But Úa is quite upbeat about Forlagið’s prog- of Forlagið and is by far the largest and most suc- seeress literary this season. fiction She’s selling enthusiastic as much as about crime two fiction.” titles Originally published in BookStats 2011, a cessful publishing house in Iceland. As Krystján that are charmingly Icelandic. One is a ghost story joint venture between the Association of B. Jónasson, President of the Icelandic Publishers’ related to the Sagas with an endearingly ill-hu- American Publishers and the Book Industry Association explains, through its many mergers, mored main character. The other is the boldly titled aap Study Group. Visit www.bookstats.org. Forlagið has acquired backlist rights to “practically everything that’s been seriously done in Iceland in the past 70 years.” Jóhann swears by careful personal oversight of every aspect of his business as the key to his suc- cess. Forlagið is also a family business, which con- tributes to the close coordination of its activities. Jóhann’s son is Managing Director, his wife is Senior Editor, and his daughter is Assistant Publishing Di- rector.Surviving There the are Crash about 40 full-time employees. Acquiring Permissions Slowing Like all Icelandic businesses, Forlagið was ef- - Your Time to Market? try’s banking system. When JPV bought Edda they fectedhad been by theapproved financial for crisis “a verythat ravagedbig loan,” the Jóhann coun explains. “That Christmas was a great success and CCC introduces a new service we never needed to borrow the money, which was our great luck. I will not say it would have broken to help you acquire the rights the company, but there would have been serious you need, right now. Our team of experienced rights Even after dodging the bullet with the loan, acquisition specialists will: difficulties.”there was still the hurdle of surviving in the new enervated economy: “I was really afraid. It was ob- • Acquire text and media permissions to vious that Iceland was going down the drain.” How reuse content in your new titles would Icelanders react? Would they stop buying Put the rights licensing experts books along with other luxuries? • Expand reuse rights to republish backlist to work for you. Luckily not. “Soon after the collapse we saw titles in new editions, formats, territories Icelanders turned back to their roots, that has al- ways been based on our literature, the Sagas. They • Provide detailed reporting and streamline Visit us at Hall 4.2, Stand M439 were grasping for something to hold onto and that your payment options Contact us at [email protected] was our literature. It was a huge relief.”

Frankfurt Book Fair 2011 13 UK Pubs, Agents Find Solidarity in Facing Digital Transition Together

By Roger Tagholm “Territoriality in the digital world is easier to On the Frankfurt agenda for UK enforce than for print books, but there are very New opportunities created by digitization, and large entities outside traditional publishing who the way it is changing the existing trade—for ex- book community: E-books, royalties, might prefer a single English language edition. ample, the effect it is having on mass market paper- British publishers managed to sustain export mar- backs—will form many of the discussions at Frank- territoriality, piracy, agents as kets in part by offering better royalties than their furt, alongside ongoing and familiar debates over American counterparts. For e-books, they are try- e-book pricing, royalties and concerns over piracy, publishers, publishers as booksellers ing to enforce the same position by offering lower an issue that has been somewhat buried beneath all royalties. Amazon will be using the enhanced roy- the excitement over devices and apps. alty terms that they can offer to cut traditional pub- Everyone is agreed that digital opportunities on the wide array of new and improved tablets hit- lishers out of the picture entirely. The question of e- are opening the way for many new players, and ting the marketplace. And we should all be thinking book royalties and the issue of territoriality cannot forcing publishers to ask some fundamental ques- how best to protect our author's content. Piracy is a easily be separated.” tions about their purpose—and, as ever, embracing serious issue, and a costly one. It has the full atten- - change is the key, with many publishers welcoming tion of the AAP, as well as the Obama administra- ing with Amazon Publishing, and this will be its the new energy and myriad new ways of bringing tion, which has put Victoria Espinel in place as its Amazon is making its first steps into publish- content to readers that digitization offers. intellectual property czar.” ning the operation. But some publishers are less “At last year's fair it seemed every conversa- Agents and publishers are trapped in a long- firstworried Frankfurt about its with move Larry into Kirshbaum this area than in situits domi run- tion touched on digital, and this year will obviously running debate over e-book royalties, which will nance of e-book retailing. “I think they’re welcome be no different in that regard,” said David Young, certainly be on the agenda. “There is this conten- to become a publisher,” says Andrew Franklin, MD Chairman and CEO of Hachette Book Group. “I'm delighted to see the manner in which our market than print publishing,” says Bloomsbury UK’s Ex- If Amazon wants to be a publisher like every other for books is expanding, with new entrants into mar- tionecutive that Director digital publishingRichard Charkin. is significantly “Of course cheaper there ofpublisher, UK independent that’s not Profile.a threat. “The If they’re more, a thepublisher, better. ketplace. Publishing has a new lease on life with e- are some savings, but there are additional costs too, they’re competing with other publishers.” books, enabling fast turnaround in publishing new and the core costs of selecting, acquiring, support- Penguin, the house that invented the mass - market paperback, is recognizing the effect of tal products, and extraordinary connectedness be- promoting, collecting cash and distributing it back digitization on the format. Readers are buying the works,tween authorsshort fiction and their experimentation, readers. I believe exciting publish digi- ingto the an authorauthor, remain editing, much designing, the same.” financing, selling, e-book, rather than waiting for the paperback and ers should be concentrating on excellence in both But agent Clare Alexander at Aitken Alexander Penguin believes the format will all but disappear. print and digital publishing, and how we can bring It is transferring many more titles to trade paper- authors’ work to the widest audience possible, in speak for themselves. “At the same time that pub- - all formats. Associateslishers have in announced London believes increased publishers’ sales in e-books figures coming digital. “If they are creating apps and enhanced e- backIn as thea result; UK, inFaber’s essence, Chief the Executivemass market Stephen is be books, they should focus on how to successfully of the major conglomerates have also announced Page believes there are important questions to be market this digital product so that it expands read- and a migration of significant sales to digital, most asked over what sort of book readers want in the ership by tapping into consumers who previously book royalties has a bearing on territoriality and digital age. “What books can we build for the iPad, weren't regular book buyers. We should capitalize strongthat this profits.” is an important She also issue thinks for the Frankfurt. question of e- the new Kindle—for the devices that technology is developing? Some books lend themselves to being - tion that needs to be lively at Frankfurt.” enhancedUK illustrated e-books; otherspublisher, don’t. Carlton That’s aBooks, conversa cel- ebrating its 20th Frankfurt, believes in the future of books as “beautiful objects.” MD Jonathan Goodman

- says:lishers. “I thinkI don’t the think first it panic means attacks people about will digital stop buy are- now over, although it is still a worry for fiction pub this year and as long we keep producing beautiful ingobjects, books. then We’re I think publishing we have booksa strong in future.”40 languages Young’s UK counterpart, Tim Hely Hutchin- son, who runs Hachette UK, sounded a warning, but ended optimistically, too. “This is quite a tricky, transitional moment for authors, publishers and agents, but we are on the pro-copyright side of the fence. We should be spending less time thinking about shares of the cake and more time thinking about combating piracy, combating the new ideas that some of the digital businesses come up with that essentially compete with each other at the expense of copyright holders—and I think that at Frankfurt this year there will be an atmosphere of solidarity.” Amazon Kindle Family (Photo: Amazon.com, Inc.)

14 Frankfurt Book Fair 2011 Sponsored by The Copyright Licensing Agency, UK Why Protecting Your Content is Key to Your Digital Future

By Lois Bray In the digital age, publishers are becoming increasingly concerned much debate surrounding exciting, new digital about how they can protect their online content. Could a new digital formats:Over from the nextiPad fiveapps days, to HybridBooks. there is likely There to beis no doubt this is a dynamic time for the publishing industry. However, underlying the debate, a pivotal copyright icon—launching at Frankfurt—provide a solution? question will remain: In the digital age, what steps can publishers take to protect their content—and tion on the importance of obtaining permission for paid to publishers from collective licensing goes future-proof their business? reuse of published content. directly to their bottom line. This is because the UK In the digital environment, “publishers” are ev- ‘What can I do with this content?’ has been de- collective licensing scheme looks after publishers erywhere. The proliferation of ‘free’ digital content veloped by The Copyright Licensing Agency (CLA), has dramatically affected the way in which users payment of royalties for all parties. UK collective licensing scheme for books, journals, and writersSecond, and CLA artists; has a dedicatedhandling the department collection thatand the way in which it is used. The social ‘share’ wid- amagazines non-profit and organisation websites. James which Bennett, administers CLA’s theLi- captures and records what is being copied. This in- regardget has become content a in symbol general of and,the way more in which specifically, many cence Development Manager, said: “As a collecting formation allows CLA to fairly reward publishers, perceive content online: users expect to be able to society, it’s the aim of the CLA to balance the inter- writers and artists and it can also help publishers share information with their friends, family and ests of rights holders with the interests of users reshape their existing business models. colleagues at the click of a button. and a key way for us to achieve this balance is by While the advent of new digital technologies educating users on the relevance of copyright in the What’s Next? has brought advantages to users—an estimated 2 digital environment.” ‘What can I do with this content’ is the latest billion now have access to the internet—it poses a ‘What can I do with this content’ is intended for solution from CLA to make copyright compliance threat to the development of a sustainable econom- any online publisher—whether they have a single easier. This year, CLA will also be launching a new ic model for publishers. small site, or a network of sites and publications. online title search tool for licensees. Instead of hav- Publishers have the right to protect their con- When publishers log in to whatcanIdowiththiscon- ing to check CLA’s list of excluded works, licens- tent.com, they are asked to enter their contact de- ees will now be able check whether a publication can do with content—partly because copyright tails and select the copyright terms that suit them. is included in their licence by using a title search tent; users have difficulty understanding what they The website then generates a code that will add the on CLA’s website. As Kevin Fitzgerald, Chief Execu- far easier to ignore them than try to comprehend icon and display their selected terms on their sites. tive of CLA, articulated: ‘We can’t be sure what the permissionsthem. Putting can the be issue difficult of wilful to understand piracy aside, and it is The tool can also be personalised, with publishers publishing landscape will look like in several years clear there is work to be done. having the option to brand the display with their but, by communicating their copyright policy today, So how can publishers communicate their logo and insert their contact details. publishers can help future-proof their businesses.’ copyright permissions to users? And how might they potentially generate revenue from licensed re- UK Collective Licensing Preview ‘What Can I Do With This Content’ use of this content? While it’s not necessary to sign up to the UK Visit The Copyright Licensing Agency (CLA) collective licensing scheme to use ‘What can I do and Publishers Licensing Society (PLS) in Hall 8, What Can I Do With This Content? A new digital copyright icon may provide a so- First, publishers who sign up to the collective a demonstration. lution. ‘What can I do with this content?’ enables withlicensing this content?’,scheme become there are eligible benefits to in receive doing so.pay- Stand P935 or call 44 (0) 7885 842328 to arrange publishers to communicate their copyright permis- ments when content from their website is copied. sions in a clear and simple display. It is hoped that - Download the icon from WhatCanIDoWithThisContent.com the free-to-use tool will educate the digital genera- lion to over 10,000 publishers—and net revenue In the last financial year, CLA distributed £35.4 mil Frankfurt Book Fair 2011 15 PARIS COOKBOOK FAIR

March 7 - 11, 2012 Organized by