By Porter Anderson, Editor-in-Chief | @Porter_Anderson
Trade: ‘The Most Dynamic Activity of Fairs’Each year, the International Publishers Association (IPA) takes on the task of analyzing international book fairs for its IPA Global Book Fair Report. Fairs, festivals, and trade shows are produced in different markets by different players and with different intents.
Key among the distinctions, of course, is whether a particular book fair is primarily industry- or consumer-facing. The trend in many places, even for traditionally consumer-oriented shows, is the addition of a “professional program” that might include rights trading on a small scale.
The IPA Global Book Fair Report 2017, a PDF download of 34 pages, divides events into geographic regions. The report takes into account many other features and variances among world book outings. In its introduction, for example, we read, “While some [fairs] require a serious advance preparation in terms of making contact with potential business partners and arranging professional appointments, such as Frankfurt and London, others allow visitors more spontaneity, such as Cairo and Guadalajara.
“The book market is restructuring. Production is currently concentrated but has a long tail. One in six publishers, or 159 in total, produce 70 percent of all titles.”IPA Global Book Fair Report 2017, Notes on Greece's Market
According to the report, “a glance at the comments by first-time visitors reveals that the standout recommendation for those discovering these ‘new territories’ is to lock down some appointments in advance, and leave time for discovery, chance encounters and the unknown.”
Another and less frequently noted benefit of the international industry’s many fair events brought to light in the IPA’s introduction is the educational function.
“Book fairs serve an important educational purpose for book trade professionals,” the IPA’s introduction reads, “apprising them of key trends through seminars, conferences, panel discussions, presentations and fellowship programs. And book fairs offer a range of events designed to facilitate networking.”
“Frankfurt Book Fair has established itself as the biggest international trade book fair,” the IPA writes, “while the five other top fairs in terms of professional attendance happen in: London (the largest spring fair), Bologna (specialized in children’s books), Guadalajara (the gateway to Latin America) and New York (BookExpo – the main market place for US publishers).
“In recent years’ interviews, we learnt about the untapped potential of the Nigerians and their book market, but also the rampant piracy that it faces – 75% of books are estimated as illegal copies.”IPA Global Book Fair Report 2017, Notes on Nigeria's Market
“While these long-established fairs have plateaued somewhat in terms of their growth, newcomers are growing fast, such as Beijing and Shanghai (specialized in children’s books) in China, and the Indonesia International Book Fair, in Jakarta.
“There are also new additions such as Baku’s biennial book fair, which will hold its fifth edition this year, and the Eurasian Book Fair, in Astana, with its second edition in 2017.”
What’s clear from the IPA’s high-level overview of the book fair scene is, as its introduction states, that “The main function of professional book fairs is to be a market place for trade professionals. Book rights are bought and sold, and agents pitch new titles to publishers.
“In recent years, buying and selling rights has become the most dynamic activity of fairs.”
And while the driving engine of many book fairs is business, this doesn’t diminish the importance of consumer engagement. Many key events begin as entirely public-facing events, then evolve to include more B2B activity for the industry.
Statistics and Insights
The IPA’s report has many useful and telling bits of information. From each of its geographical regions, it selects one event for a special focus. In the Americas, for example, the IPA looks carefully, as we have done at Publishing Perspectives, at the Guadalajara International Book Fair.
Africa’s concentration in this year’s report falls on Nigeria, where “75 percent of books are estimated to be illegal copies,” the report tells us. As in many instances, the report has a collection of useful facts on the market in question, here including the Nigerian scene’s population age: 43 percent 14 and younger, 19.5 percent 15 to 24 years old.
As we’ve learned with the Aldus Network report on European fairs—which IPA calls out for special attention, too—the sheer numbers of consumer-visitors at some of these events can be most impressive.
Taipei (a February show, imagine that) will draw some 560,000 visitors to nearly 700 exhibitors; New Delhi (a January show, what a concept) this year saw some 886,000 visitors and had some 1,150 Indian and non-Indian exhibitors. Vilnius, on the other hand, sees 67,820 visitors, Brussels 70,000 visitors, the just-closed Leipzig roughly 260,000 visitors, and Torino a handsome 276,179 visitors.
Great and Small
Size matters differently, of course, from show to show, but it matters to each in one way or another.
Especially welcome is the report’s focus on Greece, such a hard-hit economy and market, bravely soldiering on: “Fewer than 50 percent of Greeks are regular book readers,” the IPA reports, “while 42.3 percent of people aged 15 or over read at least one book per year (source: National Book Centre, Reading Behavior Survey, 2010)…In recent years, there was a sharp decline (–37 percent) in the number of new titles published in Greece: 10,680 titles in 2008 to approximately 6,700 titles in 2015.”