Samantha Miller, lecturer in the Publishing Studies sub-programme in the Department of Information Science, attended the virtual London Book Fair 2021. She writes on her experience on switching platforms for international book fairs and the opportunity for South African publishers to take part in this new medium.

Publishing, and more specifically the trading of publishing subsidiary rights (translation, audio, film, electronic rights etc.) is a relationship-based business. Every year publishers, printers, authors, literary agents and several role players in the publishing industry meet at international book fairs to discuss all things book-related and sign book deals.

However, since 2020 the model for interaction between publishers and role players have changed due to COVID and lockdown restrictions. Some of the largest book fairs have moved to an online festival medium.

The world’s largest international book rights fair, the Frankfurt Book Fair was presented digitally for the first time in 2020. A total of 1,5 million clicks to the platform Bookfest Digital was recorded, visitors came from 124 countries, there was a total of 4428 digital exhibitors, and the programme had 3644 events. A total of 31 242 new titles were uploaded on the Frankfurt Book Fair rights platform (Frankfurt Rights) and the digital platforms’ international followers grew with 28% (Frankfurt Book fair, 2020).  This year, the Frankfurt Book Fair will be hosted in dual medium – with a few physical exhibitors and an online platform.

South African publishers

Very few South African publishers attend three of the most important book fairs annually, including the Bologna book fair, London Book Fair and The Frankfurt book fair. Publishers across trade, scholarly and academic publishing sectors cannot always attend international book fairs, due to financial constraints and lack of support infrastructure. The Publishers Association of South Africa (PASA) and the Department of Trade and Industry (DTI) regularly sponsor 10-12 small trade publishers via the PASA/DTI Emerging exporters funding scheme to attend international book fairs. However, strict application criteria and administrative hurdles sometimes limit publishers’ use of this funding opportunity. This year, PASA is not sponsoring any South African publisher’s travel costs to international book fairs, due to COVID and lockdown restrictions. It is unsure whether PASA will be sponsoring digital exhibitions though.  

Some of the international book fairs make provision for publishers from smaller nations via their funding schemes, like the Frankfurt Book Fair Invitational programme. Strict application criteria apply and this programme is usually overwhelmed with many applications from developing countries worldwide. Furthermore, South Africa does also not have a strong or active literary agency model, that facilitates and encourages the trading of subsidiary rights. But, this is an area of research, and development and progress in this regard have been recorded.

Considering the limitations of attending international book fairs for South African publishers, the new online platforms could assist South African publishers to attend international book fairs seminars, connect with potential business partners and still conduct business.

A new approach

London and Frankfurt bookfairs now offer publishers digital exhibition space, at a lower cost, to display catalogues and services online. An example of such a digital exhibition is included below. Although a digital space cannot contend with the experience of browsing a myriad of cultures and nations’ books and titles in physical format, digital book fairs also pose benefits. Furthermore, a full programme of events are hosted online, with most of the events being free of charge, thus providing access to global publishing debates. Rather than not continuing annual book fairs, the organisers settled on a digital approach.

My experience

I had the privilege of attending the London Book Fair online during 21 June - 1 July 2021. In the comfort of my own home, I could listen to children’s book illustrators and authors of the Baltic States, I could learn more about the brand of Peter Rabbit and Penguin Random House’s plans for immersive brand experiences, and acquire knowledge on how to manage the rights to children’s book brands. A few rights and licensing experts shared their tips on negotiation of publishing rights and danger areas of licensing agreements. I could follow an interesting debate about the difference between an author and translators’ voice, where Chinese and English translation are concerned, and be astonished by the productivity and growth of the Catalonian book market.

As publishing forms part of the content and creative industries, technological advancements will always be a point of discussion. A new royalty app was discussed ensuring smooth communication and financial practice between publishers, literary agents ad authors. Lastly, functionalities and the importance of rights financial management systems were highlighted. And I could learn and listen from South Africa. I did, however, miss the opportunity to touch books, view formats in real-life and be immersed by various cultures and their books.

Although the publishing business is more tactile, personal and sometimes requires the physical demonstration of books, which online platforms do not provide, the online platforms add value by including free access to various online discussions, make recommendations for potential business partners, provide an option to create an online schedule that you could manage yourself, and provide access to hundreds of publisher’s digital exhibitions worldwide. It seems like the best alternative to connecting, signing publishing deals and keeping the industry alive, amidst the current global epidemic. One could also ask whether this alternative option could ensure some exposure for South African publishers to the international publishing world, where some political, economic, social and technological factors traditionally limit the promotion of our authors and industry?