The London Book Fair surpassed all my expectations. The venue was Earls Court, a vast space in which the buzz of deals being made, the showcasing and exploration of the latest innovations and the sheer excitement about the future of this industry were palpable. As the events draws to a close this year and having scoured every free catalogue and industry news pamphlets, I thought I would share some highlights which piqued my interest.
Market Focus on Korea
“Technology is now integral in helping to break into new territories”
The objective of the Market Focus is to draw attention to the great potential of certain territories in conducting business on an international basis. According to a an article in Publishing Perspectives, Korea has proven to be an increasingly important market for UK publishing with a reported 22% growth in exports over the last decade. The latest tools designed to enhance reading experiences were truly phenomenal. Tabon Books based in Korea specialise in the creation and distribution of ePubs and provide a range of enhancements, for example, animation, interactivity and text searching. I was interested to learn that this year they plan to launch the Tabon eBook Shopping Mall concept which gives publishers their personalised “shop front” identity plus the additional benefit of having the freedom to sell their eBooks the way they want. IPortfolio and Y Factory respectively focused on transforming the educational learning environment and the mental development of children in encouraging a curiosity about the world. I am personally delighted to see such commitment to the promotion of learning. The London Book Fair is the global marketplace for the negotiation of rights as well as the sale of content across a range of mediums. What was particularly evident to me was the evolving landscape of opportunity which makes for a very exciting time to be in publishing.
Business Models in Publishing
One of the advantages to studying towards an MA in Publishing is the rapid realisation that having an understanding of business terminology is fundamental to the industry and that publishing is as much about business as it is about nurturing and promoting creative talent. With an assessment which requires us to plan an affinity scheme which connects publishers with the readers of their books firmly in mind, I attended the Big Debate which took place at the LBF. In order to remain profitable, publishers as content providers have sought to address the wide gulf which has traditionally existed between these two components of the process by acquiring customer insight via data. This enables publishers to construct a reader profile which can serve to market titles more effectively. Harper Collins, for example, have set up a “consumer insight” department while some trade publishers have partnered with companies such as Oyster in order to share built-in audiences. The interesting discussion point was that research conducted by Publishing Technology last year suggested that online communities are a growth area in the marketing of content and that a news and fan portal would be valued by publishers and readers alike.