2011 Publishing Market Guide

Publishing Industry Market Brief
Prepared by the
U.S. Commerce Department Global Publishing Team
Tis years ofcial sponsors:
Table of Contents
Australia 3
Austria 8
Belgium 12
Chile 17
China 28
Czech Republic 34
Denmark 40
France 44
Germany 53
Hong Kong 58
India 62
Italy 65
Mexico 69
Te Netherlands 78
Te Philippines 80
Qatar 86
Te Global Publishing Teamof
U.S. Commercial Service
U.S. Department of Commerce
Te U.S. Commercial Service (CS) Global Publishing Team is made up of domestic
and international trade specialists who provide targeted assistance to the U.S. pub-
lishing industry. Our team members are located throughout the United States and in
U.S. Embassies and Consulates worldwide. We are the publishing industrys primary
export resource and should be your frst point of contact if you are looking to sell
rights or titles internationally.
Why U.S. publishers should work with the CS Global Publishing Team:
n We ofer services to help you maximize your time at international book fairs,
including appointment-scheduling and pre-show promotion programs
n We can identify overseas qualifed partners and supply critical background
information
n We provide opportunities to showcase titles at international book fairs, allowing
you to explore new markets
n We coordinate country- and issue-specifc webinars with industry experts to
help you stay current on issues facing publishers
Let the CS Global Publishing Team connect you with your local team member today
so you can take advantage of these resources. For more information on CS Global
Publishing Team assistance, visit www.export.gov/industry/paper.
Te CS Global Publishing Team expresses our sincere gratitude to Publishers Weekly and
PubMatch for their support in sponsoring this market research guide. Publishers Weekly is
the international book industrys leading news magazine and website, covering every as-
pect of creating, producing, marketing and selling the written word in book, audio, video
and electronic formats. PubMatch is the frst comprehensive international rights network
for the publishing community and connects publishers, authors and agents worldwide.
Visit www.publishersweekly.com and www.pubmatch.com to learn more.
We would also like to thank Lightning Source for printing this guide. Lightning
Source, an Ingram Content Group company, is the leader in providing a comprehen-
sive suite of inventory-free on-demand print and distribution services for books to
the publishing industry. For more information visit www.lightningsource.com.
Best regards,
Dawn Bruno
Global Publishing Team Leader
New York City, New York
212-809-2647
Dawn.Bruno@trade.gov
www.export.gov
Capital: Canberra
Population: 21.7 million
GDP*: $889.6 billion
Currency: Australian Dollar
Language: English
*(purchasing power parity)
Summary
Australia is the third largest English-speaking book market afer the United States and
the United Kingdom. Tree quarters of the Australian adult population report reading
for pleasure every day or on most days of the week. Book demand exceeds US$1 billion.
Australians continue to purchase books, with the efects of the current world economic
crisis minimally afecting this sector. Most books are purchased as gifs or for recreation.
Imports supply over 40 percent of the market, with 28 percent originating from the United
States. Te sale of reference books and non-fction works continues to increase.
Market Demand
Nearly 30 percent of all books read in Australia are bought new. 50 percent of Australian
readers read either fction or non-fction, with one quarter preferring fction and the other
non-fction. Te highest demand for books in the Australian market lies in educational
books, including professional and reference books, followed by general non-fction books.
Ten percent of readers choose to purchase a book by an Australian author; how-
ever 88 percent of readers say the authors nationality does not afect their choice.
Price is an important factor, with 46 percent of Australian readers say that price
contributes to the books they choose.
Income, gender and education also determine book demand. Demand for books
generally increases with income. However, low income earners in Australia purchase
books in similar numbers to those in the middle income bracket. Females tend to read
more than males, on average reading 8.9 hours per week compared to males 7.3 hours.
Individuals with tertiary education qualifcations also have a greater propensity to read.
Te book buying cycle in Australia is similar around the world. Prior to the De-
cember holiday season, book purchases increase dramatically. Nearly 40 percent
of book buyers acquire books for relaxation over the holiday, and 10 percent of
books buyers give them as gifs.
AUSTRAlIA
Russia 92
Singapore 96
Spain 98
Sweden 101
Taiwan 106
Turkey 109
United Kingdom 113
Table of Contents
Publishing Industry Market Brief 3
Market Data
Market Size for Books (All fgures in US $ thousand)
2008 2009 2010 (estimated)
Total Market Size 915,580 1,025,450 1,086,977
Total Local Production 617,447 687,497 728,746
Total Exports 99,239 110,597 117,232
Total Imports 397,372 448,550 475,463
Imports from the US 110,902 129,517 137,288
Exchange rates:
2008 0.8774
2009 0.7812
2010 0.7812
Demand for books grew to US$1.025 billion in 2009, with an anticipated growth
of 6 percent through 2010. Imports valued at US$448 million supplied 43 percent
of domestic demand in 2009. Te major sources of imported books are United
States (28%), United Kingdom (28%), China (15%) and Hong Kong (11%).
Supply from local and U.K. publishers maintain a strong competitive environ-
ment. Imports from the U.K. accounted for US$129 million, or 28 percent of the
total import market in 2009. Te U.S. holds a similar market share of 28 percent.
Imports from China accounted for US$67 million, or 15 percent of the import
market share. Imports from Hong Kong total US$52 million in 2009, or 11 per-
cent of the total import market. Book imports from South East Asia are a refec-
tion in book printing ofshore by U.K. and U.S. publishers.
Best Prospects
As trends project, demand for reference books will increase. Trends also specif-
cally forecast growth for computer, business and self-help books, as Australians
are increasingly referring to books for assistance with information technology
and the use of the Internet.
Key Suppliers
Te Australian Bureau of Statistics indicates that over 230 book publishers in
Australia supply over 128 million books annually. Te majority of the larger pub-
lishers in Australia are subsidiaries of U.S. or U.K. companies, with smaller local
publishers serving specialized markets.
U.S. subsidiaries in Australia include Random House, McGraw-Hill, Pearson,
and Scholastic. Imprints by Random House include Arrow, Bantam, Century,
Chatto and Windus, Corgi, Doubleday, Ebury, Hutchinson, Jonathan Cape,
Knopf, Vintage, and William Heinemann. U.S. publishers McGraw-Hill, Pearson,
and Scholastic supply the Australian education market.
U.K. subsidiaries include Hodder Headline and Pan Macmillan. Hodder Headline
publishes a diverse range of books, including a strong childrens component. Many
of its titles are from Australian authors. Pan Macmillan produces an array of titles
under imprints including Macmillan, Pan, Picador, Macquarie Dictionary Publish-
ers, Pancake, St. Martins Press, Tor, Forge, Grifn, and Sidgwick & Jackson.

Australian publishers continue to maintain a market share of more than 50 per-
cent. Te majority of local publishers sales (77%) are to retailers and other book
distributors, while the remaining 23 percent of sales are directly to the consumer.
Tere are 1,800 booksellers in Australia. Other book chains include Dymocks, Col-
lins Booksellers and the ABC Bookshop. Tese chains have 142, 59 and 12 Aus-
tralian stores respectively. An additional 1,200 independent booksellers supply the
market. 34 percent of Australians purchase from these independent booksellers,
with 65 percent of Australians purchasing their books from book chains.
Prospective Buyers
End-users of books include:
1. Te general public;
2. Students and academics;
3. Professionals; and
4. Libraries, the majority of which are public libraries or school libraries.
Te selection of a book by the general public is usually related to leisure activity,
whereas academic books are associated with research. Higher education in Austra-
lia is ofered at two levels, universities and vocational education institutions. Tere
are over 700,000 students in higher education institutions. In addition, over 100
Technical and Further Education (TAFE) Centers ofer vocational training.
Professionals between 26-60 years old purchase books to improve their knowl-
edge base. Tis is due to increased workforce competition and the importance of
skill acquisition. Individuals in this demographic have typically completed col-
lege or entered the workforce directly. Tese individuals have a higher disposable
income than younger demographics and will pay a higher price for quality books.
Tere are over 1,000 libraries throughout Australia. 11.9 million people, or 57
percent of the population, are members of or borrow from public libraries. Data
Publishing Industry Market Brief 5 4 Publishing Industry Market Brief
from the Australia Council for the Arts indicates a trend toward borrowing, rath-
er than purchasing books. Over 35 percent of books are borrowed, with most
borrowing from public libraries.
Market Entry
Distribution is primarily undertaken by publishers. Books are distributed on a
sale-or-return basis to booksellers. Unsold books are returned to the publisher.
However, some books are sold on a frm sale basis. A number of publishers
also act as distributors for smaller publishing houses. Independent wholesaling
is non-existent at a national level.
Local chain stores cater to the mass market. As a consequence, the smaller pub-
lishers materials are generally handled by the independent book stores, which
serve niche end-users needs.

Australia has a range of fnancial services from local and international banks.
Financing practices are comparable to those in the U.S. Terms of payment are
negotiable, with import fnancing afected through open accounts; commercial
bills of exchange (sight and time drafs); letters of credit; and cash in advance.
Usually payment terms of 30-60 days are considered the norm amongst the book
industry, with letter of credit and sight drafs the most common methods.
Market Issues & Obstacles
In 2009 the Productivity Commission, an agency of the Australian Federal Gov-
ernment, investigated the deletion of the 30 day copyright rule. Te Australian
Government rejected change to this law on November 11, 2009. Te legislation
maintains restrictions on the parallel importation of books.
Australian 30 day copyright legislation allows the importation of a new title, as
long as the title is unavailable in Australia, within 30 days of its publication. If
a book is not available in Australia within 30 days of its publication overseas, a
bookseller is permitted to parallel import.
Te reasons behind the decision are twofold. Te Australian Government con-
siders any regulation change unlikely to have a material efect on book availability
in the Australian market. It also suggests that technology innovation such as e-
books will automatically develop book reform in this market.
Duty on books is zero, under the Australian Free Trade Agreement (FTA), which
was enacted on January 1, 2005. However, book imports are subject to a Goods
and Services Tax (GST) of 10 percent. While the producer/supplier pays the GST
to the Australian Taxation Ofce, the consumers pay the GST cost as well. Te
importer pays the GST to the Australian Customs Service.
Te one exception to this is educational books. Such books are exempt from the
GST, as long as the books appear on the syllabus of a school or university course.
Te FTA also has strengthened intellectual property rights with copyright ex-
tending to 70 years rather than 50 years.
Entry into this market depends on tailoring the products to meet Australian
spelling standards. Spelling in Australia is based on English from the United
Kingdom. Early childhood educators in Australia are, however, increasingly pro-
moting spelling standards for young children with the Macquarie Dictionarys
recommended standards.
Trade Events
Australian Booksellers Association Annual Conference & Trade Exhibition 2011
Date: July 21-25, 2011
Location: Melbourne
Website: www.aba.org.au
Resources & Contacts
Australian Booksellers Association
Unit 9, 828 High Street
Kew East VIC 3102
Phone: 61-3-9859-7322
Fax: 61-3-9859-7344
Email: mail@aba.org.au
Website: http://www.aba.org.au
Australian Publishers Association
60/89 Jones Street
Ultimo NSW 2007
Phone: 61-2-9281-9788
Fax: 61-2-9281-1073
Email: ofce@publishers.asn.au
Website: http://www.publishers.asn.au
Commercial Service Contact Information
Location: Melbourne, Australia
Contact: Annette Ahern
Email: annette.ahern@mail.doc.gov
Phone: +613 3 9526 5928
Fax: +61 3 9510 4660
Website: buyusa.gov/Australia.
AUSTRIA

Capital: Vienna
Currency: Euro
Language: German
Summary
Austria has 1,474 publishing companies, 280
periodical publishers and 100 newspaper
publishers in an industry structure composed
primarily of small and mid-sized companies.
Tere are 4,100 authors in Austria, 400 of
them working full-time. With its 3.6 million
private households, the book market gener-
ates annual sales of $2.2 billion.
Household Spending on Published Materials in 2009 (in USD)
Product Group Spending per Household Total Sales (in millions)
Books 171.68 618.04
Educational material & textbooks 136.58 491.70
Newspapers and magazines 374.62 1,348.63
Paper and stationery 57.24 206.08
Total 603.54 2,172.75
(Source: Branchen-Monitor Buch, Association of the Austrian Book Trade)
Book Sales
Year Sales USD (in millions) Percentage Change
2004 999.91 -
2005 990.86 -0.9%
2006 995.38 +0.5%
2007 1,040.66 +4.5%
2008 1,015.68 -2.4%
2009 1,038.02 +2.2%
2010 1,056.70 +1.8%
(Source: Branchen-Monitor Buch, Association of the Austrian Book Trade)
Of the 8,195 individual new releases in Austria in 2009, 780 or just fewer than
10% were foreign or multi-lingual. Te foreign publications were released in 37
languages, of which English had the largest share with 67%, French ranking sec-
ond with 8% and Swedish and Spanish with around 3%.
Market Trends
In publishing, the trend towards the digitalization of content is ongoing. More
and more books are being posted on the Internet, yet the costs are still very high
since the process of digitalization involves expensive manual or mechanical han-
dling. (Source: Association of the Austrian Book Trade)
Book sales are still dominated by individual bookstores. However, the trend is
moving towards increased consolidation. In 2005 31% of book sales were made
through a chain compared to 38% in 2009. Approximately 15% of book sales were
made via the Internet. (Source: Association of the Austrian Book Trade)
Te following table indicates the allocation of new releases in literary felds:
(Source: National Library of Austria)
Because of its proximity and shared language, Germany is Austrias premier trad-
ing partner in books, with 80% of new book releases in Austria imported from
Germany and 80% of Austrian book exports going to Germany.
Market Entry
American publishing houses can approach Austrian booksellers by contacting
an intermediary delivery company (please contact the U.S. Commercial in Aus-
tria for a detailed contact list), or by contacting a bookseller directly. In Austria,
books are subject to a price-fxing restraint, which commits publishing houses
and book importers to adhere to a pre-arranged end price. Te intent of this law
is to ensure a broad variety of literature and enables small bookstores to produce
sufcient income to stay in operation. Legislators fear that without this system a
handful of fnancially strong companies would push small booksellers into ruin
and dominate the marketplace and that eventually only books that are expected
to achieve high volume sales will be available. However, the Austrian price-fxing
law does not apply to books in the English language. American publishing houses
can calculate their prices independently and negotiate directly with the book-
seller over discount rates and gross proft margins. In Austria the average proft
margin for booksellers is between 30% and 40%. (Source: Association of the Aus-
trian Book Trade)
Trade Events
lITERA 2011
International Book Fair
Linz, Austria
April 28- May 1, 2011
http://www.linzkongress.at/litera/englisch/index_litera_en.html
FRANKFURTER BUCHMESSE 2011
Frankfurt, Germany
October 12- 16, 2011
http://www.buchmesse.de/en/ff
Most major Austrian publishers regularly attend the Frankfurt Book Fair, either
as exhibitor or visitor.
BUCH WIEN 11
Vienna, Austria
November 10- 13, 2011
http://www.buchwien.at
Resources and Key Contacts
Association of the Austrian Book Trade
www.buecher.at
Association of the Book and Media Industry
www.buchwirtschaf.at
Name: Manfred Weinschenk
Position: Senior Commercial Specialist
Email: manfred.weinschenk@trade.gov
Phone: + 43-1-313-39-2285
Address: Boltzmanngasse 16, 1090 Vienna, Austria
BElGIUM
Capital: Brussels
Currency: Euro (EUR)
Language: Dutch (ofcial) 60%
French (ofcial) 39%
German (ofcial) 1%
Introduction
Located at the heart of Europe, Belgium is a highly industrialized and cultured
country, featuring a mature and growing publishing industry. Tis developing
trend is due to the fact that the three Belgian communities publish numerous
titles in their own language. As a result, in multiple distribution places you can
fnd Belgian publications in Dutch, French, and German as well as other foreign
languages.
Each of these three regions is in charge of education and culture, making the
industry attractive and well organized. To promote reading, numerous activi-
ties are ofered to the inhabitants. Belgium has an abundance of reading clubs,
Chques Lecture, reading competitions, district libraries, book fairs, and other
entertaining events designed for all ages. Te focus is on educating children, who
are encouraged to participate in reading competitions, exhibitions, writing com-
petitions, etc. Authors are frequently invited to read their works in school.
Te ADEB (Association des Editeurs Belges/Belgian Editors Association-French)
and the VUV (Vlaamse Uitgevers Vereniging/Flemish Publishers Association-
Dutch) organize several professional events related to the editing industry, such
as training sessions, prizes, and fairs in Belgium and abroad. In addition, there
are many other Belgian associations that bring their support and experience to
the world of reading.
Belgian Publishing Sector

Members of the ADEB have generated 95% of book sales in the French-speaking
region of Belgium, amounting to 252.2 million. VUV members represent 90%
of book sales in the Dutch-speaking region of Belgium.
Number Number Titles produced/ Titles in print per
of enterprises of employees million people million population
1,119 9,786 680 16,505
Belgium has the second highest number of per capita sales of books in Europe
(147), right behind Denmark (154). Te Belgian regions are continuously mak-
ing eforts to emphasize the value of education and to view books as a physical
manifestation of it. Moreover, the country is a net exporter of printed materials in
general, and a net importer of books.
In recent years, domestic production has decreased, with more books being im-
ported, especially from the European neighbors such as France and the Nether-
lands. (Source: Strengthening the Competitiveness of the EU Publishing Sector.
Commission of the European Communities: Commission Staf Working Paper. 7
Oct 2005)
Current Marketing Trends
When entering the Belgian market, foreign frms have the advantage that they are
competing against domestic companies who ofen struggle to fnd enough capital
to fnance new ventures. Te foreign corporations might, however, encounter dif-
fculties because a few larger outlets dominate the market.

Presently, the most successful businesses are large retailers. Unfortunately they
make business more challenging for smaller booksellers, wholesalers, less known
e-traders and others.
Even though e-commerce is a booming market, the well-established retailers
maintain the majority of the market, partially due to their user-friendly websites.
Belgian consumers are generally apprehensive about using e-commerce, as they
tend to be loyal to their book-retailer and their services.
Belgian companies made 2.8% of their sales through the Internet in 2007 (the Eu-
ropean average is 3%.) Te leaders in internet sales of books are Denmark (11%),
Ireland (9%), and Norway (6%).
Main Competitors
In Belgium, the strongest level of competition is amongst the illustrative media
companies, which produce comic books and childrens literature. Teir sales are
growing year afer year.
It might also be important for traders to be aware of the fact that the Belgian
schools have opted for the use of British publications at the elementary and inter-
mediate levels. Nevertheless, at the highest levels, teachers and students all have
the freedom to decide on the type of resources they want to rely on.
Current Demand
In recent years, comic books have been growing increasingly popular. While these
types of publications, from Japanese manga to graphic novels, have been gaining
popularity, scientifc texts, encyclopedias and dictionaries are losing ground due
to the emergence of online information portals.
Regulatory Environment
Te regulatory environment, with regards to cross-border sales of books in Bel-
gium, is quite encouraging. As mentioned previously, Belgium has the second
most open publishing industry in the EU.
Tere is no system of fxed prices for books. Belgium is one of the few Western
European countries that has chosen not to implement an RPM (retail price main
tenance), or government-mandated prices on books. Tis may make it easier for

foreign publishers to ofer their goods in Belgium at very competitive prices.
Although a 21% VAT (Value Added Tax) is levied on most products, books are
subject to only a 6% rate. Tis has been a signifcant advantage for the publishing
industry.
For individuals who are familiar with the challenges of cross-border book sales
in other European countries, Belgium should not be considered such a difcult
market. Besides being the second most open publishing market in Europe, it has
also discarded protectionist measures for domestic booksellers in favor of inter-
national trade of printed goods. Te main obstacle to trade remains the consum-
ers increasing reliance on large retailers.
Of course, other regulations remain enforced in the book industry, such as the
right of reprography. SABAM (Belgian Society of Authors, Composers, and Pub-
lishers) administers and manages copyright material in Belgium. For more infor-
mation, please visit: www.sabam.be
Trade Events
Foire du livre de BruxellesBrussels Book Fair
Every year in February or March, the popular Brussels Book Fair is the meeting
point of authors, lecturers, and publishers. Te 40th fair (2010) featured 2,000
authors, publishers, and designers. Authors expressed their opinions and gave
autographs to their admirers. Speakers were also invited to voice their opinion.
Te audience was eclectic and came from all parts of Belgium. For more informa-
tion, please visit: www.fb.be
Book Sales by genre and language
(Source: ADEB and VUV)
ADEB
Association des Editeurs Belges (French language)
Web: www.adeb.be
VUV
Vlaamse Uitgevers Vereniging (Dutch language)
Web: www.boek.be
Sterling Books
English bookshop in Brussels
Web: http://www.sterlingbooks.be
FNAC-Brussels
Bookshop
Web: www.fnac.be
Filigranes
Bookshop
Web: www.fligranes.be
Name: Brigitte de Stexhe
Position: Commercial Specialist
E-mail: Brigitte.de.stexhe@trade.gov
Phone: +32 2 811 47 54
Address: Bvd du Rgent 27
1000 Brussels
Belgium
CHIlE
Capital: Santiago
GDP*: $260 billion
Currency: Peso
Language: Spanish
Summary
In Chile there are approximately 3,144 printing companies, 60 percent of which are
located in the Santiago Metropolitan Region. Te Chilean Book Chamber (C-
mara Chilena del Libro) is a local not-for-proft business federation that represents
publishing companies, book distributors and book stores. It has over 100 members.
According to the Chilean Book Chamber, US$ 140 million of books are sold annually.
Te majority of these sales are to the Chilean government for educational purposes.
For example, the current Administration created the Maletn Literario (Literature
Briefcase), a project which sponsors the donation of 26 diferent book titles to low-
income families in order to promote reading. Approximately 267,000 families beneft
from this project. Tis Literature Briefcase constituted an additional US$ 10 million
of government expenditure on books, aside from the annual government budget for
public school books. Seventy-fve percent of the books in Chile are imported.
Publishers now ofer diferent types of media products. In addition to books,
publishers now produce a range of interactive CDs, as well as incorporating the
Internet into their sales and distribution strategy through methods such as on-
line books. Additionally, the largest distributors have their own bookstore(s).
Most publishers use two modes of production: of-set and digital. Of-set pro-
duction yields superior quality. However, its variable unit cost makes it unattract-
ive in many cases. For editions of 10,000 copies or more, the unit cost is less than
that of digital production, while for editions of fewer than 10,000 copies, digital
production (the unit cost of which does not vary according to volume) is cheaper.
For this reason, the majority of small editions are produced digitally.
Te largest segment in the Chilean book industry is education. Its biggest cus-
tomer is the governments Ministry of Education (Ministerio de Educacin, or
MINEDUC). Te government purchases at least 8,000,000 to 12,000,000 books
a year for the public elementary education system. This represents an average
of four to six books for each of the 2,000,000 students. Consequently, publish-
ers separate their business into two divisions: educational products and all other
products. In selecting texts, MINEDUC considers the bid price and the quality of
the content. Tese factors are evaluated and then the book is rated on a scale of one
to seven (with seven being the best). Almost all school books are published in Chile.
Te second-largest segment is best-selling fction; almost all books in this sector are
imported. All other segments account for approximately 10 percent of the market.
Te publishing industry in Chile uses the International Standard Book Number
(ISBN) system. In Chile, as well as in most of Latin America, every book that is
printed receives this registration number which is generally associated with a bar
code. It is used to identify the title, edition, binding, author, publisher, city, and
country of origin. Tis system makes it easier for a library or private individual
anywhere in the world to acquire a book published in Chile.
Market Demand
According to the Chilean Book Chamber in 2007 3,723 titles were printed. In
2008 3,908 titles were printed and in 2009 the total reached 4,462 titles, represent-
ing an increase of 14.18% compared to 2008. Ninety percent of publishers publish
less than 100 titles per year, with 25 percent of the titles having less than 500 cop-
ies printed and most of the remainder with no more than 1,500 copies.
Te book printing industry is concentrated in the Santiago Metropolitan Region;
89 percent of all books in Chile are printed in this Region. Ninety-two percent of
all printed books are paperback, the majority of which are of a basic quality, while
3.6 percent are hardcover and 2.3 percent are considered luxurious (with a very
ornate cover and/or leather binding).
According to a global study of intellectual property issues commissioned by the
European Union, out of 63 countries, Chile was fourth in piracy and intellectual
property rights violations in such industries as music, books, movies, sofware,
clothing design, etc. According to CONAPI (Te Chilean Anti-Piracy Commis-
sion), book piracy (photocopies) results in annual losses of US$ 25 million for
the local publishing industry. Even though Chile has an anti-piracy law, and the
Chilean Book Chamber and CONAPI have focused their eforts on fghting pi-
racy, the problem is still prevalent.
Te black market constitutes 25 percent of the total book industry. Piracy is both
a product of and a reason for the high prices of books in Chile, driven also by
the low number of copies per edition, transport expenses, bookstore monopolies,
VAT tax (19 percent) and the expense of the paper. In Chile, the publishing in-
dustry looses annually US$27 M due to books piracy.
Books are distributed by the publishers to the bookstores on consignment, and
the prices in the large chains can vary on a daily basis. Bookstores cannot charge
more than the publishers suggested retail price nor less than the bookstores wholesale
cost, which is fxed at 60 percent of the suggested retail price. Te Internet booksellers
that have appeared in recent years, such as Amazon.com and small local variants, pose no
signifcant threat to traditional bookstores and their own Internet outlets. Chilean book
consumers are traditional in their shopping, and for the most part prefer to shop in a store
more than on a computer. In addition, they are very sensitive to shipping times and costs.
In the world of Spanish-language books, specialized bookstores in several areas still have a
clear advantage when it comes to carrying and having in stock non-general interest books.
Market Data
In 2001, publishers specialized in publishing national authors founded the Chilean Pub-
lishers Association (Asociacin de Editores de Chile), in order to have a representative
body. In 2005, these independent publishers were prohibited from belonging to the
Chilean Book Chamber. Tere are issues between the independent publishers and
the Chilean Book Chamber, which is dominated by Spanish multinational companies
such as Grupo Planeta, Santillana and Random House Mondadori, among others.
Local production of printing and graphic arts equipment in Chile represents less
than 10 percent of the market and is primarily comprised of cutting machines,
gluing machines, sealing envelope machines and a few fexography printing ma-
chines manufactured by Infexco and Cafsa.
Import Statistics
Books Imports per Year
US$ Million
2010 57
2009 53
2008 69
2007 56
Books Imports 2010 US$
Books 351,102
Others * 1,816,728
Encyclopedias 1,953,401
Others ** 1,418,204
School books 9,001,434
Technical-professional books 894,992
Academic Books, Scientifc & Technical 8,628,580
Childrens Books 4,619,940
Others *** 22,616,248
Technical Manuals 2,270,887
Others **** 3,287,226
TOTAL 56,858,742
Source: Chilean customs statistics
Notes: *) Posters, catalog, advertising poster, technical documentation, brochure, pocket manuals, printed mat-
ter, sheets, books, licenses, manuals, cooking books, among others. **) Books, dictionaries, licenses and manuals.
***) Literature books, educational books, religious books, medical books, bind books, cooking books and touristic
guides etc. ****) Technical documentation and books, magazines, annual reports, cooking books, manuals, licenses,
religious books, medical books, touristic guides, telephone books, brochures, fascicules, catalogs, bible and posters.
Magazine and
Newspaper Imports
Year US$ CIF
2010 5,753,658
2009 5,826,862
2008 7,156,315
Source: Chilean customs statistics
Note: Newspapers represent less
than one percent of these imports.
Best Prospects
n New ways of producing and commercializing books such as:
l Printing per demand, i.e. express book machines (EBMs): a type of digital
printing machine that allows the consumer to print the book that he/she wants
to buy in a store
l Sales through virtual media
l Digital format publishing
n All paper is imported, with the exception of newspaper
n Main raw materials and parts imported by the sector
- Inks
- Paper, plastic, tissues and metals
- Gravure cylinders
- Picture flms
- Chemicals for printing plate processing
- Printing plates
n Environmental friendly or recycling equipment and materials

Key Suppliers
In 2010, the companies presented with the Best Suppliers 2010 by the Printing
and Graphic Association, ASIMPRES, award were: AGFA Chile, for supplies and
services and GMS Productos Grfcos Ltda. for equipment and machinery.
U.S. authors who have their work translated into Spanish will probably already have
an international distribution agreement with a publisher; therefore they can use the
information contained in this report to ensure that the Chilean market is captured.
Key Country Suppliers of Books to Chile
Source: Chilean customs statistics 2010
Key Country Suppliers of Magazines and Newspapers

Spai
n
32
%
US
A
14
%
Argentin
a 1
3
%
Per
u
3
%
Mexic
o
7
%
Chin
a
5
%
U
K
6
%
Colombi
a
3
%
Panam
a
2
%
Hong
Kong
2
%
Singapor
e 2
%
Urugua
y
2
%
Other
s
9
%

Source: Chilean customs statistics 2010
Spain
Uraguay Panama
US
Colombia
U
China
Mexico
Argentina
Singapore
Main Distributors/Suppliers of Printing and Graphic Equipment
Phototypesetting Machinery
n Agfa Gevaert
n HAGRAF Maquinarias Grfcas
n Imagex
n GMS Productos Grfcos
n Davis Graphics
n Ditra
Papers
n Avery Dennison Chile
n CMPC Papeles
n Dibco
n Distribuidora de Papeles
Industriales
n Foilsur
n Papelera Dimar
Inks
n Dibco
n Flint Ink Chile
n Sunchemical Chile
n BASF Chile
local Manufacturers (10 percent of the total market)
n Infexco (Ingenieria de Flexografa y Conversion S.A.): specializes in manu-
facturing rotary fexographic printing equipment with central impression cylin-
ders, incorporating both European and U.S. technologies for narrow-, medium-
and wide-web presses alike. Te company also distributes laminating, microdot
positioning, and servo motor technology for on-the-run registration; hot-melt
application equipment and peripherical equipment.
n Cafsa: distributes and manufactures graphic machines, supplies, and equip-
ment. Tey also represent Drent Goebel (U.S.A.), Kluge (Canada), TMZ (Spain),
Moligraf (Argentina), Sohn (U.S.A.), Servotroquel (Spain), PlanaPlastic (Spain),
and Plastic Recycling Technology PTR (Italy).
Most of the countrys predominant publishers are local branches of international
conglomerates. Te largest is Grupo Santillana, followed by Editorial Planeta and
Editorial Sudamericana. National publishers, although not as large as the mul-
tinationals, are still capable of competing in several niche markets.
n Intergrfca Print & Pack
(Ferrostaal Chile)
n HAGRAF Maquinarias Grfcas
n Suministros Grfcos
n Xerox Chile
Other Printing supplies
n Dibco
Movies
n Agfa Gevaert
Other Services
n Avery Dennison Chile
n Avis RotoDie
n Dibco
n Vigamil (Sobres)
n Santillana publishing houses include: Alfaguara, Aguilar, Richmond Publish-
ing, Altea, and Taurus. Te group has an estimated 90 percent share of the el-
ementary school texts market. National publishers Dolmen and Universitaria
account for most of the remaining 10 percent.
n Editorial Planeta Chile forms part of Spains Grupo Planeta, the worlds larg-
est Spanish-language publisher. Although established as a distributor in 1968, it
wasnt until 1986 that it started publishing Chilean literature. Editorial Planeta
includes: Seix-Barral, Ediciones Destino, Martnez Roca, Espasa Calpe, Ariel,
Temas de Hoy, Ediciones del Bronce, Crtica, Emec, and Planeta Argentina.
n Editorial Sudamericana Chilena is the local branch of Argentinas Editorial
Sudamericana, which in 2002 was acquired by the Random House division of
worldwide media group Bertelsmann. As a result of the joint venture between
Random House and the leading Italian book and magazine publisher Mondadori,
Sudamericanas list of representations has expanded from an already considerable
base - which included: Plaza y Jans, Lumen,
Debate, Galaxia Gutenberg, and Beascoa. Te group now also includes: Monda-
dori, Grijalbo, Electa, and Montena.
Te countrys principal publishing association is the Cmara Chilena del Libro
(Te Chilean Book Chamber, www.camaradellibro.cl), a local not-for-proft busi-
ness federation, which represents over 100 publishing companies, book distribu-
tors and book stores in Chile. Tis organization is responsible for the major book
fairs throughout the country: Iquique, Via del Mar, Talca, Concepcin, Temuco,
and the International Book Fair of Santiago. Te Chamber is also part of the
UNESCO program, CERLALC (Regional Center for Book Development in Latin
America and the Caribbean), headquartered in Bogot, Colombia. United States
companies are recommended to contact the Chamber directly.
CERLALC maintains the largest registry of books published in Argentina, Brazil,
Colombia, Chile, and Mexico. In recent years its presence has been extended to
Peru, Venezuela, and Uruguay. With the addition of Spain, the database now
contains about 1,200,000 titles, every one of which physically exists somewhere
in Latin America and is possible to obtain. It is treated as a living catalogue of
books that are currently part of the sales stock of the publishers involved in non-
rare books or collectors editions. CERLALC is currently working to make the
registry, plus the approximately 6,000 new publications appearing every month,
avail able on the Internet and on CD-ROM.
Prospective Buyers
Chilean consumers of books sold in bookstores, as opposed to books purchased
by educational institutions, can generally be divided into one of two market seg-
ments: those looking for rare and other hard-to-fnd books or mass consumers
looking for a low price. Te former normally belong to the upper-middle class
and have a university education.
Te most widely sold authors in Chile are Latin American for the most part: Gabriel
Garca Mrquez, Mario Vargas Llosa, Paulo Coelho, Jorge Luis Borges, and Chiles
most emblematic authors, Pablo Neruda, Gabriela Mistral, and Vicente Huidobro.
Te most widely sold non-Latin American authors are usually international best-
sellers translated from English, such as Stephen King and Mario Puzo.
Te national marketing of Chilean authors is concentrated on book fairs and
complemented by occasional advertising in printed media. Te opinions of local
literary critics play a fundamental role in determining the success of books by
authors who havent yet established their names, so much so that frst editions of
such books are normally limited to 500 copies. Sales volume for a Chilean author
is considered to be good if it breaks 10,000 copies a year.
Main Importers of Books 2010
Importer Total %
BOOKS AND BITS S.A. 7.67
EDITORIAL OCEANO DE CHILE S.A. 4.77
EDITORIAL CONTRAPUNTO LTDA. 3.51
SANTILLANA DEL PACIFIC S.A. DE 4.11
EMPRESA EL MERCURIO S.A.P. 2.94
LIBERALIA EDICIONES LTDA. 2.91
SANTILLANA DEL PACIFICO S.A. 2.85
EDITORIAL PLANETA CHILENA S.A. 2.60
PUBLICACIONES TECNICAS MEDITERRANEO 2.38
EMPRESA EDITORA ZIG ZAG S.A. 2.26
DISTRIBUIDORA DE LIBROS KUATRO 2.25
GALILEO LIBROS LTDA. 2.22
RANDOM HOUSE MONDADORI S.A. 2.19
LEXUS EDITORES DE CHILE 2.16
OTHERS 55.18
Source: Legal Publishing
Main importers of Magazines and Newspapers 2010
Importer Total %
DISTRIBUIDORA ALFA S.A. 54.69
PROMOTORA DE BELLEZA S.A. 7.66
EDITORIAL TELEVISA CHILE S.A. 5.00
CAFE BRITT CHILE LTDA 3.03
XYZ EDITORA S.A. 3.01
INFORMATIVO AGRICOLA LTDA. 2.29
EDITORIAL PUNTOLEX S.A. 1.94
IGLESIA ADVENTISTA DEL 7 DIA 1.90
ASOC. DE MEJORAMIENTO MUTUO 1.55
SANOFI-AVENTIS DE CHILE S.A. 1.44
LA BIBLIOTECA S.A. 1.17
OTHERS 16.32
Source: Legal Publishing
Main Printing Companies in Chile, in Order of Importance
n Morgan S.A. (Chile, El Mercurio group)
n RR Donnelley Chile Ltda. (U.S.A.)
n World Color Chile (50% Chile, former Quebecor World)
n Consorcio Periodstico de Chile (La Tercera, Copesa)
n Empresa Periodstica La Nacin (Chile)
n Molina Flores, AMF (Chile)
n Marinetti (Chile)
Market Entry
Establishing a local subsidiary or branch ofce in Chile is the appropriate strat-
egy for a U.S. company that believes that sales volumes will be large, and / or
local service support or localized inventory are keys to success. Any corporation
legally constituted abroad may form, under its own name, an authorized branch
(agency) or subsidiary in Chile.
Another strategy would be to appoint an agent or representative with good access
to relevant buyers and solid technical expertise.
It should be noted that in Chile the standard Value Added Tax (VAT) of 19 percent
is applied to books, making them among the most expensive in Latin America. In
contrast, other Latin American countries have no VAT on books or concession-
ary rates of 50-60 percent below VAT.
Before the U.S. Chile Free Trade Agreement (FTA), U.S. printing and graphic
equipment was subject to import tarifs of six percent in the Chilean market with-
out preferential access. Afer the agreement, printing and graphic equipment
gained preferential access as tarifs fell to zero immediately. Tis puts U.S. prod-
ucts on more even footing with other competing countries.
Te U.S.-Chile FTA has led to strong growth in the printing and graphic equip-
ment market in Chile.
Te U.S.Chile FTA
n Eliminates tarifs on almost 90 percent of U.S. products imported into Chile
and more than 95 percent of Chilean exports to U.S. Tarifs on all products will
be eliminated within 12 years since its beginning in 2004.
n Elimination of Chiles six percent general tarif has made U.S. products signif-
cantly more competitive, as they had been losing ground to other countries with
which Chile already had preferential trade agreements.
Chile has bilateral trade agreements with the U.S. and approximately 55 other
countries and is an OCDE member since 2010.
Ocean freight can take between one and two months to arrive in Chile, so when
importing, Chilean companies prefer the much faster air freight service, even if
it is more expensive, especially when importing state-of-the-art technology (size
and weight permitting).
Te Chilean book industry faces copyright violations, primarily the photocopy-
ing of medical texts and reference books, mostly at university level. Most of these
copies are translations of U.S. titles, produced by U.S. subsidiaries in Mexico and
Chile. Most of the illegal copying takes place at copy shops located near universi-
ties and at university-run photocopy facilities on campuses. Commercial piracy
primarily afects Spanish-language literature. Some of the most pirated authors in
Chile include Isabel Allende, Marcela Serrano, Paulo Coelho, and Pablo Neruda.
Trade Events
Santiago Book Fairs
Feria del libro Parque Forestal
Cmara Chilena del Libro
Web: www.camaradellibro.cl
Feria Internacional del libro Infantil y Juvenil
May-June 2011
Municipalidad de Providencia / Cmara Chilena del Libro
Web: www.camaradellibro.cl/infantil
Feria del libro de uoa
August-September 2011
Municipalidad de uoa / Cmara Chilena del Libro
Web: www.camaradellibro.cl/nunoa
Feria Internacional del libro de Santiago
October - November 2011
Web: www.flsa.cl
Book Fairs in Regions
Feria del libro de Via del Mar
Via del Mar
Web: www.camaradellibro.cl/vina
Resources & Key Contacts
Chilean Book Chamber: http://www.camaradellibro.cl/
Latin-American Graphic Industry Confederation:
http://www.conlatingraf.org/index2.htm
Chilean Association of Independent Book Publishers:
http://www.editoresdechile.cl/sobre.aspx
Printing and Graphics Association: http://www.asimpres.cl
Location: Santiago, Chile
Contact: Caludia Melkonian
Email: claudia.melkonian@trade.gov
Phone: (+56 2) 330-3312
Fax: (+56 2) 330-3172
Website: www.buyusa.gov/chile.
Capital: Beijing
Population: 1.3 billion
GDP*: $9.872 trillion
Currency: Yuan
Language: Mandarin, Cantonese
Summary
Despite a restrictive environment and rampant pirating, Chinas publishing mar-
ket presents some opportunities for foreign companies. In the last ten years, the
number of imported book titles more than doubled, while the availability of jour-
nals and magazines distributed in the market increased by nearly tenfold accord-
ing to Chinese government data. Chinas General Administration of Press and
Publication (GAPP) reports total sales of books in China reached 123.6 billion
RMB in 2006. Government data shows total revenue in the book market climb-
ing at a rate around three to four percent per year, others estimate revenue growth
as fast as ten percent. Some argue these numbers are spurred by some reforms
and added participation by the private sector, including foreign frms. Rising
incomes in a country thirsty for reading materials also contributes.
Unfortunately, entering the market is not clear-cut. Despite their WTO commit-
ments, China has yet to make full trading and distribution rights available for
foreign publishing companies. Foreign frms can not, of their own accord, import
or distribute imported books in China. Te right to import books, distribute
imported books and publish books is reserved for a collection of Chinese state
owned companies. Foreign frms wanting to export books to China or publish
books on the mainland must do so through the aforementioned companies.
Inability to adequately protect copyrights haunts the market. Pirated copies of best
sellers, educational/reference material etc. are sold around the country. It is a prob-
lem for both Chinese and foreign copyright holders. A wealth of information on
Chinas regime to protect intellectual property is available at www.stopfakes.gov.
CHINA
Market Demand
A 2005 survey by the China Research Institute of Publishing Science suggests that
49 percent of Chinese read books at least once a month. Te same survey in 1999
reported a fgure of 60 percent. Te Institutes research shows an increase in the
number of people preferring to read online. Despite that, the data suggest that the
book publishing market is growing. Rising incomes and increasing levels of educa-
tion, including English language profciency, support the demand for content.
China can be divided into three large markets Guangzhou/Pearl River Delta,
Shanghai/Yangtze River Delta and Beijing/Tianjin. Te large coastal cities have
the highest disposable incomes and are the largest book markets. Tat said,
growth in Chinas second and third tiers cities is strong. China has over 100
cities with a population of a million or more. In China, you can fnd over 2,700
libraries, 2300 colleges with 25 million students and 77,000 high schools with 85
million students, according to the China Education Yearbook.
According to government surveys, the major factors prompting consumers to buy
books tend to be recommendations by friends, the issuance of new titles and the
popularity of the author. In 2006, people between the ages of 19 to 24 purchased
the most books by total revenue, taking up 46 percent of the market. Coming
in second, those between the ages of 25 to 35 comprised 26 percent of the book
market. In 2006, GAPP reported that almost 70 percent of readers in China were
college graduates. Of consumers who purchased books, around 40 percent spent
about $4.00 to $12.00 per month and 1/3 spent more than $12.00.
28 Publishing Industry Market Brief Publishing Industry Market Brief 29
Market Data
Te Structure of Book Publishing Expressed by Professional Category
of Publishing Houses in 2006
Professional House
Ratio of Ratio of
Number of Ratio of Total Total
Professional Publishing Percentage Total Titles Printed Marked
Category Houses (%) (%) Volume (%) Price (%)
Classical
Books 19 3.45 1.37 0.80 1.49
Education 32 5.82 14.86 27.60 18.74
Science/ 126 22.91 30.75 17.00 23.79
Tech
Fine Arts 34 6.18 3.69 4.23 3.73
Ethnic 15 2.73 1.85 1.30 1.21
Childrens
Books 31 5.64 5.69 8.91 5.22
Social
Sciences 225 40.91 34.42 31.79 37.87
Literature/
Arts 41 7.45 3.90 4.17 4.31
General 22 4.00 3.00 3.94 3.25
Travel &
Tourism 5 0.91 0.48 0.25 0.40
Source: China National Publications Import and Export Corporation
A total of 233,971 titles, including reprints, were printed in 2006. A very large
proportion of the market is still made up of school and college textbooks with
51,925 titles printed in 2006. Te market for primary and secondary textbooks,
however, is highly regulated by the government and difcult to enter for foreign
publishers. However, U.S. frms have had some success with the tertiary and
post-graduate textbook market.
GAPP data shows the United States leads other countries with close to 3,000 license
agreements sold to China in 2006. Te other opportunity for western publishers is
primarily found in the licensing of rights for local English-language reprints or trans-
lations, and for joint-investment projects. According to GAPP, as of 2006, sales of
translated books accounted for 18 percent of total revenues of the retail market. Of
that 18 percent, the U.S. holds the highest market share of translated books at 38%.
China purchased 10,950 foreign licensed book titles in 2006, a 16.7 percent in-
crease from 2005. Tis fgure represented 8.4 percent of all new titles published
in China in 2006. Each year, about 8 to 10 percent of the market of new book titles
in China draws its origins from foreign sources. Te United States tends to lead
all other foreign countries in licensing agreements with China.
Number of Foreign Copyright Total number of new titles
licensed Books in China published in China
2003 12,516 110,812
2004 10,040 121,597
2005 9,382 128,578
2006 10,950 130,264
Source: GAPP, OpenBook
Best Prospects
Compared with 2005, publishing houses printed more books focused on social
sciences, tourism, general books and science/technology in 2006. Publishing
houses appear to be focusing slightly less on education, childrens books, litera-
ture/arts, fne arts and classical books, which are realizing a drop in printing vol-
ume in recent years.
GAPP states that, for a long period, educational publishing, textbook and teaching
materials made up a signifcant part of the publishing industry, as much as 60 percent.
Even today, a large portion of the market is comprised of textbooks. But with the text-
book bidding system, a system that makes the cost of purchasing teaching materials
cheaper for elementary/middle schools, and the decline of student population since
2004, total publishing and distribution revenue of teaching materials is shrinking.
Beyond the classroom, there is a growing demand for instructional material focused
on business and management. Subjects covering energy resources and environment
are growing in popularity. According to China National Publications Import and Ex-
port Corporation (CNPIEC), one of the largest state-owned distributors of imported
books, demand for academic books on subjects such as STM (science, technology,
and medicine), fnance, and economics remains strong. Moreover, as English levels
improve, there is an increasing demand for imported books in these areas.
1. Literature Sector
2. Childrens & Juvenile Sector
3. Economic Management Sector
4. English Language Learning Sector
Key Suppliers
GAPP reports that there are 573 publishing houses in China, all state-owned. It is
not uncommon for government organs or industrial focused state-owned compa-
nies to have their own publishing houses. Te largest publishing house in China,
in terms of revenue, is Higher Education Press. Peoples Education Press, Jiangsu
Education Press, Foreign Language Teaching and Research Press and Zhejiang
Education Press round out the top fve. Higher Education Press ranked frst in
2006 with 994 million RMB in sales. Of the top 50 publishing houses, most do a
few hundred million RMB to a hundred million RMB in sales per year.
Market Entry
Te common practice for foreign companies to enter the Chinese market is by
means of licensing or co-publishing arrangements with Chinese partners. Li-
censing arrangements allow Chinese publishing companies to purchase rights
to translate, publish, or distribute particular versions of the book in China. Co-
publishing projects, on the other hand, vary in form signifcantly but generally
allow Chinese and foreign companies to contract in partnership to produce a
preprinted or translated version of a book. Te Book Division of the local Copy-
right Bureau must approve Chinese editions that are produced under a standard
royalty-based copyright licensing arrangement.
To publish a book, foreign companies must work through one of Chinas state
owned publishing houses. In fact, each year, only Chinas state owned publishing
houses are allocated a limited supply of book codes (ISBNs) by the GAPP. It is
possible, however, for foreign frms to partner with a private Chinese company
who then works through a state owned publishing house to obtain a book code
and publish a book. China has a signifcant number of private publishing re-
lated frms doing such business.
In addition, the law forbids foreign frms from having editorial control. However,
foreign frms can participate in the process as consultants, providing advice on
advertising and distribution.
China started opening its retail sector to foreign participation in 2002. As of
2005, foreign frms were allowed to have wholly owned bookstores nationwide.
However, China still does not grant foreign companies trading rights for the im-
portation of books, newspapers, periodicals, electronic publications and audio
and video products. Piracy is only exacerbated by Chinas continued adherence
to these import restrictions, which slow the exportation process and lead to the
entry of pirated materials into the market before legitimate ones.
China allows foreign companies to invest in approved Chinese state owned com-
panies who are involved in the advertising, printing or publication of books.
Tere are a number of restrictions. For example, a foreign frm cannot have a
majority interest, and the entity formed cannot distribute imported books. Al-
though, distribution of books published in China is permitted.
Te publishing industry is overseen by the government agencies below.
n Department of Publicity of the CPC (DOP): DOP is responsible for overseeing
information dissemination in China, as well as for supervising and guiding the
other regulatory bodies with regard to the publishing industry.
n General Administration of Press and Publication (GAPP): GAPP is respon-
sible for the overall administration of the publishing industry in line with the
policy set by the CPC. On an administrative level, the GAPP allocates book codes
and periodical series numbers, which are Chinese equivalent of ISBN numbers
and ISSN numbers respectively. GAPP holds censorship responsibilities, main-
taining a list of prohibited content.
n Ministry of Commerce (MOFCOM): MOFCOM oversees the establishment
of corporate vehicles by foreign investors in China. Any enterprise established
with foreign capital in publishing-related sectors must be approved by both the
GAPP and MOFCOM.
Trade Events
15th Beijing International Book Fair
Date: August 31-September 4, 2011
Venue: Tianjin International Exhibition Center
Website: http://www.bibf.net/bibf/index.jsp
General Administration of Press and Publication (GAPP)
http://www.gapp.gov.cn
China Publishing Group
http://www.cnpubg.com
Beijing OpenBook Market Consulting Center
http://www.openbook.com.cn
Location: Beijing, China
Contact: Jing Qiu; Frank Joseph
Email: Jing.Qiu@mail.doc.gov
Frank.Joseph@mail.doc.gov
Phone: 8610-8529-6655
Fax: 8610-8529-6558
Website: www.buyusa.gov/china.
CzECH REPUBlIC
Capital: Prague
Currency: Czech Koruna
Language: Czech
Summary
A nation of avid readers, the Czech Republic ranks among the worlds top ten countries
in terms of the number of published titles per 10,000 inhabitants. Like many countries,
the Czech Republic is facing a decline in the number of readers due to the availability of
other media and activities. However, book reading remains a key part of the countrys
cultural life. Te total book market turnover is estimated at CZK4.5 billion ($200 mil-
lion). Estimates for the non-periodicals market are not available; however, it is a vibrant
sub-sector and there is an ever-growing number and variety of newspaper and maga-
zines available in the market.
Market Demand
In comparison to the U.S. market, book publishing in the Czech Republic is on a chal-
lenging scale. With only 10 million inhabitants and a language used only within its bor-
ders, the Czech publishing market is a small one. However, Czech publishers can rely on
a population of avid readers that frequently buy books to create home libraries.
Te number of books published in the Czech market has been rising steadily dur-
ing the last ten years. Te all time high number of published books was reached
in 2008. Despite a slight drop of 5% in 2009 caused by the stagnation of the Czech
economy, the Czech Republic is still among countries with the highest number of
books published annually per capita.
Number of Books Published in the Czech Republic
2007 18, 029
2008 18, 520
2009 17, 598
Source: National Library of the Czech Republic
Te selection of books and publications is rich and varied, both in quantity and
genre. Fiction accounted for 25% of total book production in 2009. In compari-
son with 2008, 3% less of fction books were published, children books remained
stable, and the number of school and university textbooks dropped by 30%. Te
latter is likely caused by the growing availability of information on the Internet.
Comparison of Publication in Selected Genres
2007 2008 2009
Fiction 3, 927 4, 162 4, 475
Children books 1, 187 1, 385 1, 367
School & Univeristy Textbooks 1, 971 2, 132 1, 489
Source: Association of Czech Booksellers and Publishers
Rapid growth in the number of periodicals, including newspapers and journals,
occurred in the 1990s afer the fall of communism. Te number of periodical pub-
lishers increased to 1,6001,700. Te Union of Publishers of Periodicals annually
publishes Media Project, a report on newspaper and magazine readership and sales.
Te report shows that Czech periodical readership remains high with 88.6% of the
population aged 12-79 years (7.9 million people) reading at least one periodical reg-
ularly. Daily press readability remains stable, with the tabloid Blesk being the most
popular daily (with 1.43 million readers a day), followed by Mlada Fronta Dnes
(874,000 readers) and Pravo (417,000 readers). In other categories, the top three
publications are as follows: womens magazines: Blesk pro zeny (649,000 readers),
Chvilka pro tebe (640,000 readers), and Svet zeny (471,000 readers); women life-
style magazines: Glanc (249,000 readers), Cosmopolitan (191,000 readers), and Elle
(175,000 readers); men lifestyle magazines: Maxim (159,000), For Men (114,000),
and Playboy (100,000); society magazines: Rytmus zivota (820,000 readers), Nedelni
Blesk (732,000 readers), and Pestry svet (433,000 readers); business and economic
magazines: Ekonom (102,000 readers), Euro (92,000 readers), and Eurozpravodaj
(89,000 readers); housing magazines: Chatar & chalupar (90,000 readers), Rodinny
dum (68,000 readers), and Dum a zahrada (67,000 readers); and teen magazines:
Bravo (193,000 readers), ABC (155,000 readers), and Bravo Girl! (154,000 readers).
Market Data
Te structure of Czech book production has remained largely unchanged over
the past several years. In 2009, books in the Czech language were again predomi-
nant in the countrys book production. For Czech publication of foreign language
books, English has clearly dominated the market followed by German and French.
Translations usually amount to about one third of total Czech book production,
ranking it among the worlds top consumers of translated texts, along with the
Baltic countries and Hungary. Te number of languages of translated books has
in recent years hovered around 45. Te three most ofen translated languages has re-
mained unchanged since 1990. English has defended its dominant position, as almost half
of all published translations originate from English language texts. Despite a long-term
decline, translations from German have again become the second most numerous, with
French ending third at some distance. Two other languages reaching over 100 translations
include Slovak and Spanish. 2009 saw an increase of the number of translations, which
accounted for 33% of the total number of books published. Of all the books published in
2009, 15,134 were in Czech language, 752 in English, 209 in Slovak, and 89 in German.
Numbers of Published Book Translations in the Czech Republic
2007 2008 2009
From English 2, 665 2, 969 3, 005
From German 1, 115 1, 168 1, 157
From French 285 270 293
From Spanish 116 95 114
From Slovak 57 76 225
From Polish 53 81 73
From Russian 66 66 78
Source: Association of Czech Booksellers and Publishers
One interesting aspect of the industry concerns the relationship between Czech
publishers and public libraries. Czech law requires that publishers ofer one copy
of each publication to libraries specifed by the Ministry of Culture to ensure that
selected libraries have access to current production. Tis so-called compulsory
ofer does, in some cases, cause problems between libraries and publishers.
On the other hand, the Association of Czech Booksellers and Publishers started
cooperating with the Svet knihy company to launch a campaign supporting books
and reading aimed especially at children, entitled Growing with the Book. It
draws inspiration from similar models applied in the U.S. and the EU. Te proj-
ect enjoys growing interest and participation. Tere is also a growing number of
book festivals and book awards, as well as an emergence of new authors.
Te operation of the ISBN and ISMN systems in the Czech Republic is based on gener-
ally accepted international rules and regulations. Participation in the system is volun-
tary, and national agencies typically contact publishers directly. Important materials are
available on the National Library websites (See the end of this report for addresses).
Best Prospects
Best prospects for U.S. publishers in the Czech market are primarily in B2B sales
of rights for bestselling novels, while specifc niche markets exist for other cat-
egories such as documentaries, arts and life style, travel and tourism, scientifc,
technical, medical, management, social and human sciences and childrens books.
Major Czech publishing frms usually attend international book fairs, such as the
Frankfurt Book Fair in Germany. Tere are also opportunities at the Czech Inter-
national Book Fair, which takes place annually in Prague.
Key Suppliers
Te publishing of books in the Czech Republic is divided between more publish-
ing entities than in countries that have enjoyed an uninterrupted and continu-
ous development towards specialization and concentration of book producers.
In 2009 there were 4,583 publishers registered in the Czech Republic. However, it
is estimated that approximately half of these publishers are not active. A decisive
share of Czech book production is attributed to only several dozen publishers.
In 2009, only eighteen publishers published more than 200 books per year. Seven
of these publishers are university or government establishments. University and
state institution presses are, as in other countries, usually characterised by a large
number of highly specialized titles at relatively low print runs.
Number of Registered Publishers in the Czech Republic
2005 3,775
2006 3,908
2007 4,073
2008 4,344
2009 4,583
Source: Grand Biblio magazine
Te book stores face competitive pressure from market chains and bookshop
chains, similar to the situation abroad. In some regions book stores have disap-
peared, ofen due to competitive stores operated by publishing houses and new
literary cafs that have come into existence.
Prospective Buyers
Like many countries, the Czech Republic is facing a decline in the number of
readers due to the availability of other media. However, book reading remains
a key part of the countrys cultural life. Despite all the challenges, statistics show
that in terms of the number of book titles published, the Czech Republic ranks
among the top countries in the world. In terms of published titles per 10,000 in-
habitants, the country even makes it to the top ten.
Market Entry
A recommended strategy for a U.S. company interested in penetrating the Czech
publishing market would be to fnd a local partner/representative or to open an
ofce in the country. Without a local representative who can support everyday
contact with customers and government representatives, it is very difcult to suc-
ceed in this market. A U.S. company can stimulate further sales by working with
Czech partners on efective marketing campaigns, as well as by utilizing trade
shows, in-country promotions, and advertising. Te U.S. Commercial Service of-
fers a number of ways to help U.S. companies fnd business partners in the Czech mar-
ket. Tese include setting up meetings with Czech companies interested in partnership,
government ofcials and associations representatives (Gold Key Service), due diligence
on prospective partners (International Company Profle) and events to introduce new
product lines to potential customers (Single Company Promotion). More information
and contacts can be found at http://www.buyusa.gov/czechrepublic/en/
Te Czech Republic is a highly developed, open market with liberal policies and in-
tense competition. While imports from the EU are exempt, products from non-EU
countries are subject to import duties. Customs duty rates are updated annually and
are harmonized within EU countries. In addition, all goods, imported or produced
domestically, are subject to a value-added-tax (VAT). Te value added tax rate for
non-periodic publications (books, brochures) is ten percent.
Te Czech Republic is a member of various international copyright agreements.
In accordance with European Union legislation, a protection period of 70 years
from the authors death applies in the country. One of the principles of Czech
copyright is the reciprocity principle, whereby foreign authors enjoy at least the
same level of protection as Czech authors, provided reciprocity is ensured.
Te key factors infuencing book prices are the cost of the material (paper, print-
ing services) and authors fees. Authors fees bear the greatest infuence on the
fnal price of any book, especially with foreign authors whose publications are
translated into the Czech language. Book prices are considered contract prices
and recommended sale prices are printed only on limited number of publications.
Czech is the ofcial language in the Czech Republic. More than half of Czech com-
pany representatives are able to communicate in English or in German as well.
Trade Events
International Book Fair and literary Festival, Prague
May, 2012, www.svetknihy.cz
Almanach Labyrint, www.almanachlabyrint.cz
Association of Czech Booksellers and Publishers, www.sckn.cz
American Chamber of Commerce, www.amcham.cz
General Directorate of Customs, www.cs.mfcr.cz
Ministry of Culture, www.mkcr.cz
National Library, www.nkp.cz
Union of Publishers of Periodicals, www.uvdt.cz
Location: Prague, Czech Republic
Contact: Jana.Ruckerova
Email: Jana.Ruckerova@trade.gov
Phone: +420 257 022 310
Website: www.buyusa.gov/czechrepublic.
DENMARK
Capital: Copenhagen
Currency: Krone
Language: Danish
Summary
Te Danish publishing market has been decreasing during the last couple of years.
Nevertheless, e-book sales and general purchases of reading material over the In-
ternet have increased. Te majority of books sold in Denmark are in the Danish
language and are distributed and sold through major Danish publishing and book-
selling operations. A U.S. publisher looking to enter the Danish market can partner
with a local publishing house to translate and distribute books or may partner with
an European distributor to sell books in English. From January 2011, the Danish
market has become liberalized.
Market Overview
Te Danish publishing market consists of 1,160 publishing companies, 41 news-
paper companies, and 1,269 printing houses, altogether comprising a total annual
turnover of more than USD 6.1 billion. Afer years of increasing book sales, the
market has recently experienced a slight decline. Since 2008 the book sales have
decreased by four percent annually. More than half of the Danish publishers and
media companies were operating with losses in 2010.
Te e-book market has increased in Denmark due to an increased sale of techni-
cal devices such as e-book readers, smartphones, tablets, and small computers. It
has been estimated that the Danish market for e-books has the potential to reach
20 percent of all titles sold by 2016.Te price level for e-books is still fairly high
and they are sold both by physical and online stores. Audio book sales have slowly
increased during the last fve years and audio books are estimated to make up 6-8
% of the Danish book sale in general over the next couple of years.
Market Demand
Te Danish public is avid in its reading of both literature and so-called lifestyle
reading, including design, fashion, cooking, etc. Tere is a growing demand for
crime novels. Last year, eight out of ten books on the Danish bestseller list were
crime novels. Special interest literature in English is also sought afer.
Te publishing market is characterized with trends that are changing the fundamen-
tals of the market. Te circulation of paid daily publication is falling, as is the trend
across Europe and in the U.S., yet the circulation of free dailies is increasing. Besides
changing the balance in the media market dramatically, the development has led to
a shif in popular reading habits, particularly among the younger generation. Fur-
thermore, the media market has undergone a process of digitalization, decreasing
demand at printing houses. Tis trend is in concurrence with a European consoli-
dation of media companies; as in the U.S., several large media conglomerates have
acquired numerous smaller media companies over the past decade. Tese trends of
digitalization and conglomeration have had the biggest impact on printed media so
far, but digital books are gaining greater traction. Consequently, book publishing
may see a contraction due to digital media as well. It is expected that e-books will
constitute approximately 4 percent of the total number of book sales in 2011. Tis
seems low in comparison with the U.S. market and may be because the majority of
Danish bookshops that also run the major online e-book shops fear that a lower
price will reduce their income even if sales increase.
Market Data
A 2004 study by the Danish Ministry of Culture focused on the reading habits of
the Danish population. Te study found that 31 percent read fction either daily
or weekly and 32 percent read nonfction. Ten percent of the population reported
that they read neither fction nor non-fction.
Fify-six percent of those surveyed read at least one daily newspaper, with 21 percent
reading more than one newspaper daily. Sixteen percent read online newspapers at
least weekly. Nineteen percent reported reading free daily newspapers every day.
A higher percentage of Danes, nearly 80 percent, reported reading their weekly
district or local newspapers. Forty percent read professional journals and peri-
odicals while 51 percent read other magazines on a weekly basis.
Te numbers still draw a good picture of the Danish publishing market. But the
e-book factor has had a great impact as well as the generally electronic medias
have afected peoples reading habits. Te sale of e-books increases in Denmark
each month between 300 and 500 %. Tis indicates that the market for e-books is
developing in a positive direction.
In 2010, 36 percent of the goods purchased over the Internet by Danes were electronic
newspaper subscriptions and books. Most foreign books are purchased through the
Internet representing 44 percent while bookshops still account for 39 percent of the
foreign book sales. A signifcant number of Danish consumers purchase books in Eng-
lish through sites such as Amazon.co.uk. due to the large selection and low price point.
While the Danish public shows a preference for Danish and other Scandinavian
writers, readers also prefer high-quality literature translated from other languag-
es. Te younger generation, with strong English language skills, is more heavily
infuenced by American culture due to television and the Internet. Tis demo-
graphic tends to purchase a greater percentage of books in English.
Best prospects
Tere exists a growing demand for special interest literature such as design, fash-
ion and cooking books written in the original language. Furthermore, the Dan-
ish market for e-books is underdeveloped compared to the growing demand for
e-books. Only a small percentage of all published books on the Danish market are
transferred into e-books and the prices are still quite expensive compared with the
market in the United States. U.S. companies with expertise in the feld of e-book
publishing will fnd a demand for consulting services among Danish publishers.
Key Suppliers
Denmark has several major publishing houses as well as a large number of small,
specialty publishing houses. Book stores are ofen owned or associated with the
large publishing houses.
Gyldendal, the largest publishing house, also owns and operates a number of
book stores as well as an online retail operation of Danish language books. Poli-
tikens Publishers, Aschehoug Publishers, and Gad Publishers all operate on the
same business model.
Market Entry
Te majority of books purchased in Denmark, both by individuals and libraries,
are in the Danish language. Most major foreign titles are translated into Danish.
Foreign publishers ofen sell the local rights to one of the major Danish publish-
ing houses, which then translate and sell the book through channels in Denmark.
Te U.S. Commercial Service can assist U.S. publishers in identifying a publisher
and/or distributor to suit their specifc product line.
Books in English can be sold through a distributor to Danish booksellers. Te
majority of smaller bookshops which sell American literature in the original lan-
guage are confdent purchasing books from larger European wholesalers. Tere-
fore, it seems to be benefcial to partner with a larger European wholesaler to
enter the Danish market with non-translated books.
Historically, the Danish book market has been highly regulated. However, from
the 1st of January 2011 the Danish market became 100 percent liberalized. Tere
are no customs duties levied on the import of bound books. However, all con-
sumer goods in Denmark are subject to the 25 percent value-added tax (VAT).
Trade Events
Book Forum (BogForum), Copenhagen, November 11-13, 2011
http://www.bogforum.dk/
School book fair (Skolebogsmessen), Roskilde, Aarhus
http://www.skolebogmessen.dk/
Krimimessen, Horsens, April 2012
http://horsensbibliotek.dk/krimiblog/
Danish Publishers Association (Forlaeggerforeningen)
Address: Skindergade 7
1159 Copenhagen K
Denmark
Phone: +45 3315 6688
Fax: +45 3315 6588
Website: www.danskeforlag.dk
Te Danish Booksellers Association (Den Danske Boghandlerforening)
Address: Langebrogade 6 opgang J, 1. sal
1411 Copenhagen K
Denmark
Phone: +45 3254 2255
Website: www.boghandlerforeningen.dk
Contact: Mr. Peter Strandby, Specialist
Address: Dag Hammarskjlds All 24
DK-2100 Copenhagen
Phone: +45 3341 7117
Fax: +45 3542 0175
E-mail: Peter.Strandby@mail.doc.gov
Internet: http://www.buyusa.gov/denmark
FRANCE
Capital: Paris
Population: 65 million
Currency: Euro
Language: French
Market Overview of the French Publishing Market
n 2.7 billion euros of turnover
n 464,476 books sold
n 38,445 new titles
n 8,687 samples per title (average printing)
Publishing industry in the French Economy
Number of % of global
Turnover Publishing % of global Number of number of
in billions Houses Turnover employees employees
50 and over 14 55.7 5,151 51.4
10 to 50 46 32.3 2,560 25.5
5 to 10 28 6.3 760 7.6
1 to 5 65 4.4 1,199 12.0
Less than 1 114 1.3 353 3.5
Total 267 100% 10,023 100%
Source : Syndicat National de lEdition, Statistics 2008 2009
Market segmentation
Turnover
2009 in
Type Millions of % of Samples New Average
of Books Euros Turnover Sold 2009 Titles Printing
Literature 640,116 23.6 122,491 7,892 10,855
Practical 469,257 17.4 61,568 6,742 7,585
Teaching 329,243 12.8 57,962 3,131 7,974
Human & 184,836 6.8 14,547 5,815 2,557
Social Sciences
Dictionaries 160,324 5.9 35,184 345 17,405
Youth 396,948 14.6 98,304 5,751 9,773
Comics 235,629 8.7 44,743 2,847 11,435
Sciences 108,095 3.9 6,631 2,577 2,108
News 100,853 3.8 12,545 1,520 7,374
Maps 45,149 1.8 14,023 993 13,679
Religion 32,467 1.2 4,981 822 3,699
Documentation 182 0.1 388 10 9,800
Total 2,703,099 100.0 464,476 38,445 8,687
(average)
Source: Syndicat National de lEdition, Statistics 2009/2010
Current Market Trends
Most people in France still buy their books in bookstores, but several market
studies in e-commerce found that books are one of the fastest-growing sectors in
terms of online sales.
Sales channels, division of purchases by value in 2009
Percentage share
of book
Store type purchases %
Bookstores 1st and 2nd level 54%
Specialized retail distribution network (i.e. FNAC) 28%
Non-specialized retail distribution network
(i.e. hypermarkets) 18%
Online sales 7%
Source: Syndicat National de lEdition, February 2010
Paperback books make up 14.9% of sales value and 28.3% of sales volume with
the remainder being made up by large format, hardcover books. Paperbacks have
gone up 10.6% in value.
Some 45% of French book exports go to other EU countries. Booksellers are fnd-
ing that exports to afuent countries like Belgium, Switzerland and Canada the
largest markets for French books have stagnated.
Dynamic Sectors of the Publishing industry
Youth Books
Te Youth segment has grown signifcantly in the last few years. It now repre-
sents 11,6% of the French market. Consider the Harry Potter series, for example,
whose success has encouraged other publishers in France to understand that the
Youth segment is critical for publishing success.
Comics
Te comics industry in France (8,3% of the CA) has been a phenomenon over
the last 40 years. It is now considered the most dynamic segment of the French
publishing industry.
leading French Book Publishing Companies
n Lagardre SCA (Hachette Livre)
n Axel Springer AG
n Emap PlC
According to some sources in France, the French parliament may soon enact
the worst copyright law in Europe, sneaking it through in a legislative session.
Europes equivalent to the US Digital Millennium Copyright Act (DMCA) is a
controversial directive called the EUCD (European Union Copyright Directive).
Each EU state is responsible for implementing the minimum set of EUCD protec-
tions and restrictions, but each state can exceed the minimum, and the entertain-
ment lobby has pushed hard to see to it that they do. In France the lawmaking
process includes a wish list of penalties, mandates and sofware bans.
Copyrighters in France have published a detailed alert that includes a descrip-
tion of a prohibition on all sofware that would permit the transmission of copy-
righted material if it does not integrate both a watermark and DRM (digital rights
management) in the material. Te proposed law includes:
n A prohibition on marketing or advertising such sofware;
n Legal sanctions;
n DRM mandates for digital radio transmission;
n A universal wiretapping system for private communication.
Price Barriers
France is one of several countries in Europe that engages in price fxing on books.
Te law that permits this in France is called the Loi Lang (Langs Law), which was
instituted in 1981. Anyone who publishes or imports a book in France is required
to fx one price for the books sale to the entire public. Discounts cannot be more
than 5% of the price set by the publisher. Te growing success of Internet sales
may be detrimental to this policy, however, as books can be bought more cheaply
from British or other booksellers online. Several European Union governing bod-
ies have begun to examine the policy of price fxing on books, as some fnd it to
be a sort of barrier to free trade in the European market.
In France, books are subject to the reduced tax rate of 5.5% (the standard rate
being 19.6%).
Te Publishing Process in France
Submission by Author or Agent
French book and magazine publishers spend a lot of their time buying or com-
missioning copies. For a small press, it is possible to survive by relying entirely on
commissioned material. But as activity increases, the need for works may outstrip
the publishers established circle of writers.
Writers ofen frst submit a query letter or proposal. Te majority of unsolicit-
ed submissions come from previously unpublished authors. When such manu-
scripts are unsolicited, they must go through the slush pile, in which acquisi-
tions editors identify manuscripts of sufcient quality or revenue potential to
be referred to the editorial staf. Established authors are ofen represented by
literary agents who market their work to publishers and negotiate contracts.
Acceptance and Negotiation
Once a work is accepted, commissioning editors negotiate the purchase of intel-
lectual property rights and agree on royalty rates. Te authors of traditional printed
materials sell exclusive territorial intellectual property rights that match the list of
countries in which distribution is proposed. In the case of books, the publisher and
writer must also agree on the intended formats of publication - mass-market paper-
back, trade paperback and hardback are the most common options.
Te situation is slightly more complex if electronic formatting is to be used.
Where distribution is to be by CD-ROM or other physical media, there is no
reason to treat this form diferently from a paper format, and a national copyright
is an acceptable approach. However, the possibility of Internet download without
the ability to restrict physical distribution within national boundaries presents
legal problems that are usually solved by selling language or translation rights
rather than national rights. Tus, Internet access across the European Union is
relatively open because of the laws forbidding discrimination based on national-
ity, but the fact of publication in, say, France, limits the target market to those
who read French.
Having agreed on the scope of the publication and the formats, the parties in
a book agreement must then agree on royalty rates, the percentage of the gross
retail price that will be paid to the author, and the advance payment. Tis is dif-
fcult because the publisher must estimate the potential sales in each market and
balance projected revenue against production costs. Royalties usually range from
10% to 12% of recommended retail price. An advance is usually 1/3 of frst print
run total royalties. For example, if a book has a print run of 5000 copies and will
be sold at $14.95 and the author receives 10% royalties, the total sum payable to
the author if all copies are sold is $7,475 (10% x $14.95 x 5000). Te advance in
this instance would be roughly $2,490. Advances vary greatly between books,
with established authors receiving large advances.
Publishing as a Business
Te publisher usually controls the advertising and other marketing tasks, but may
subcontract various aspects of the process described above. In smaller compa-
nies, editing, proofreading and layout might be done by freelancers.
Specialized companies who handle sales to bookshops, wholesalers and chain
stores for a fee are rapidly replacing dedicated in-house salespeople. Tis trend is
accelerating as retail book chains and supermarkets have centralized their buying.
When the entire process up to the stage of printing is handled by an outside com-
pany or by outside individuals and then sold to the publishing company, this is
known as book packaging. Tis is a common strategy between smaller publishers
in diferent territorial markets where the company that frst buys the intellectual
property rights sells a package to other publishers and thus gains an immediate
return on capital invested. Indeed, the frst publisher will ofen print sufcient
copies for all markets, thereby producing the maximum quantity in one print run
and ensuring the benefts of maximum efciency for all.
Some businesses maximize their proft margins through vertical integration; this
is not done in book publishing. Although newspaper and magazine companies
still ofen own printing presses and binderies, book publishers rarely do.
Tie-in publishing
Technically, radio, television, cinemas, and producers of VCDs, DVDs, music sys-
tems, games, computer hardware and mobile telephony publish information to
their audiences. Indeed, the marketing of a major flm ofen includes a noveliza-
tion, a graphic novel or comic version, the soundtrack album, a game, models,
toys and endless promotional publications.
Trade Promotion Opportunities
Major Publishing industry trade events in France:
Name: le Salon du livre (Te Book Fair)
Event Type: Consumer Show (150,000 visitors)
Address: Paris / Porte de Versailles
Dates: March 2012
Frequency: Annual
Organizer: Syndicat National de lEdition (SNE)
http://www.salondulivreparis.com/1/salon_du_livre.htm
Contact: Mrs. Solange de la Porte, Commercial Manager
Tel: (33-1) 47 56 64 34
E-mail: solange-de-la-porte@reedexpo.fr
Name: Salon de la Bande Dessine dAngoulme (Te Comics Fair)
Event Type: Consumer show
Address : 71, rue Herg, 16000 Angoulme
Frequency: Annual
Organizer: www.bdangouleme.com
Tel: +33 (0)5.45.97.86.50
large Retail Distribution Networks
http://www.fnac.com http://www.franceloisirs.com
http://www.virginmega.fr http://www.e-leclerc.com
http://www.amazon.fr http://www.grandlivredumois.com
http://www.gibertjoseph.com http://www.gibertjeune.fr
Key Contacts
le Syndicat National du livre (National Books & Publishing Association)
Te French Publishers Association (SNE) is Frances trade association of book pub-
lishers. It represents approximately 400 member companies whose combined busi-
ness endeavors account for the bulk of French publishing. Te SNEs missions include:
n advocating publishers interests
n supporting creativity by defending freedom to publish and promoting the
respect of intellectual property rights
n promoting and defending the fxed book price
n promoting literacy
Contact: Mr. Antoine Gallimard, Chairman
Mrs. Christine de Mazires, General Delegate
Mrs. Elisabeth Rudlof, Assistant to the General Secretary
Address: 115, Boulevard Saint-Germain
75006 Paris
Phone: +33 (0)1.44.41.40.50
Website : www.sne.fr
le Centre National du livre
Created in 1930, it provides fnancial support to the smaller publishing houses
through non-interest loans. Te CNL also organizes cultural meetings such Belles
Etrangres, an annual event when writers from diferent countries all come to-
gether to share their work.
Contact: Mrs. Laurence Franceschini, Chairman
Address : Htel dAvegan
53, rue de Verneuil
75343 Paris Cedex 07
Phone : +33 (0)1.49.54.68.68
Website : www.centrenationaldulivre.fr
le Bureau International de lEdition Franaise
Created in 1873, the BIEF is a professional organization that includes all publish-
ing houses having any international activity. It helps French authors to export
their books and receives signifcant support from the Ministre de la Culture et
de la Communication et des Afaires Etrangres. Tey are participating in all the
major international book fairs and they are organizing matchmakings between
the French and foreign publishers. Concerning the promotion of the French pub-
lishers, they have 2 sectors: Export and Rights. Every year, they are exhibiting at
the Paris Book Fair, and they are making the link between the foreign publishers
and the French publishers
Contact: Mr. Jean Guy Boin, Chairman
Mrs. Christine Karavias, Projet Manager
International fairs and market briefs
Address : 115, Boulevard Saint-Germain
75006 Paris, France
Phone: +33 (0)1.44.41.13.13
+33 (0)1.44.41.13.10
E-mail: ckaravias@bief.org
Website: www.bief.org
la Centrale de lEdition
Tis organization aids publishers involved in the export of French books. Tey
are also providing information on transportation and credit.
Contact: Mr. Andr Imbaud, Chairman
Address: 20, rue des grands Augustins
BP 319
75265, Paris cedex 06
Phone: +33 (0)1.40.51.11.40
Website: www.centrale-edition.fr

le Centre dExportation du livre Franais
Te CELF is specialized in small orders. It provides service in six countries and
plays a big role in the organization of international events and trade shows.
Contact: Mr. Patrick C. Dubs, Chairman
Address : 9, rue de Toul
75589 Paris, Cedex 12
Phone: +33 (0)1.44.67.83.83
Website : www.celf.fr
Ministry of Culture
Contact: Isabelle Nyfenegger, Books & Publishing,
Ofce of the International Relations
Address: 3, rue de Valois
75033 Paris Cedex 01
Phone: +33 (0) 1 40.15.80.00
+33 (0) 1.49.54.68.89
Website: www.culture.gouv.fr
American Embassy
Te Commercial Service
Contact: Valerie Ferriere, Trade Specialist
Address: 2, avenue Gabriel
75008 Paris - France
Phone: 33 (0)1.43.12.70.77
E-mail: Valerie.Ferriere@trade.gov
Website: http://www.buyusa.gov/france/en/
Capital: Berlin
Population: 82,060,000
Language: German
Summary
Te German-language book market is one of the largest in the world. In fact, more
books are published in the German language each year than in any language apart from
English and Chinese. With 93,100 new and reprinted titles entering the market in 2009
and translations in 47 foreign languages, Germany is among the worlds leading book
producers. According to the German Publishers and Booksellers Association, the book
trade in Germany generated total sales of EUR 9.7 billion in 2009. Compared with EUR
9.6 billion in 2008 this is a 0.8 % (0.4% in 2008). Considering that Switzerland and Aus-
tria import more than 80% of the books sold in country with Germany as their major
import source Germany also dominates book sales in these countries.
Market Data
2008 was full of surprises for the German publishing industry: Te frst four
months showed rising sales, from May to August sales dropped, in September
sales increased by 6.8 %, the worst month was October with a decline of 6.9%
in sales volume but overall the business year 2008 ended with an increase of 1%,
thanks to the Christmas trade that generated 20% of the annual sales in Germany.
According to recent studies, online stores generate most of the business and tra-
ditional bookstores are in the red, although this year is the ffh year in a row that
the German publishing industry was able to report growth (2007: 3.9%; 2006:
1.7%; 2005: 1.1%; 2004: 0.7%).
Despite a drop in foreign language sales, there is still considerable demand in
Germany for books in the English language. Some 94.3% of German students
have English in school; currently around 8 million school children are enrolled
in English language courses. According to a study by the European Commission,
over half of all Germans at the age of 15 and above are able to converse in English.
Tis puts Germany well ahead of the European average of 34%.
GERMANY
Distribution Process
Tere are several methods of book distribution in Germany, which are all being
utilized. Te following provides an overview of distribution paths which appear
to be applicable to English language books in Germany.
Method One
In a traditional model, an author assumes that his piece of literature may have
commercial value and contacts a publishing house or an agent with ties into
the German market. Then the publishing house contacts a distributing agent
specializing in the German market. Such distributing agents act as intermediaries,
with publishing houses as their suppliers and retail stores as their customers.
This arrangement has several advantages. The publishing house profts from
the agents in-depth knowledge of the local market, retailers and trends, while
retailers have the advantage of dealing with only one person for all of their
purchases. Distributors compile lists of recommended foreign literature, which
they present to retailers as complete packages, greatly simplifying the ordering
process for retailers. These lists can vary from 100 to 500 titles. This option
is particularly attractive to smaller retailers that may not otherwise have the
resources or expertise to assemble a foreign literature offering.
BE Belgium EL Greece CY Rep. of Cyprus NL Netherlands FI Finland

CZ Czech Rep. ES Spain LV Latvia AT Austria SE Sweden
DK Denmark FR France LT Lithuania PL Poland
DE Germany IE Ireland LU Luxembourg PT Portugal
EE Estonia IT Italy MT Malta SI Slovenia

BE CZ DK DE EE EL ES FR IE IT CY LV LT LU MT NL AU PL PT SL SE FI
Method Two
Retailers order directly from publishers. This is typically done by the larger
German retailers (Thalia or Hugendubel, for example) as the smaller retailers
rely heavily on contacts and local market expertise of distributing agents and do
not necessarily have the appropriate purchasing power. For large retailers, this
model is more cost effcient.
Method Three
Neither distributor nor retailer plays an active role in bringing printed products
to consumers. According to a report published by the German Booksellers
Association entitled Branchen-Monitor BUCH Gesamtjahr 2007, an estimated
17.6% of book sales are carried out directly between publishers and consumers.
The obvious advantage here is lower cost for retailers and distributors.
Possibilities for this model are limited by a publishing houses ability to market
its publications and to cope with a high volume but small orders.
German Printed Products Trade with the United States
Main Competitors
Since 1995, imports of books and other printed materials from the UK to
Germany have surpassed the U.S. book business by a relatively wide margin,
partially as a result of the creation of the EUs single market in 1993 and the
trade advantages that came with it for the UK. Another factor may be the gradual
reduction of American military presence in Germany. Yet another factor is the
consistent use of British materials in German classrooms at the elementary and
intermediate level; only at the advanced levels are teachers and students free to
choose the sources they use for their lesson material.

Sales Channels
Independent bookshops dominate the retail sector in Germany. In 2007, sales by
traditional bookshops accounted for nearly 54% of total market revenue. However,
there has been a trend toward larger retail formats. Direct sales by publishers to
end-users, the next most common sales channel, represents 18% of total sales in
the industry. More and more Germans buy books on the Internet, and e-commerce
now accounts for nearly 9% of all book sales, leading the German book market in
terms of growth. Amazon.de is the leader in this channel with an estimated share of
more than 50% of all Internet sales. Department store sales and sales made through
mail order, each making up just 3.7% of sales, declined in 2007.
Barriers
Imported books and other printed materials (TARIC Code, Section 10, Chapter 49)
are free of import duties. Goods imported into Germany from non-EU countries are
subject to an import sales tax, which in later distribution channels is passed on to end-
users as Value Added Tax (VAT). Trough an exception in EU tax laws, the VAT levied
on books and other printed materials is 7% of import value instead of the usual 19%.
Key Publishers, Distributors and Retailers
Publishers
Bertelsmann AG
www.bertelsmann.com
Ernst Klett Verlag GmbH
www.klett.de
Weka Media GmbH & Co. KG
www.weka.de
Verlagsgruppe Georg von
Holtzbrinck
www.holtzbrinck.com
Cornelsen Verlag GmbH & Co. oHG
www.cornelsen.de
Westermann Verlagsgruppe
www.westermann.de
Springer Science+Business Media
www.springer-sbm.de
Langenscheidt
www.langenscheidt.de
Verlagsgruppe Weltbild GmbH
www.weltbild.com
Missing Link
www.missing-link.de

YBP Library Services
www.ybp.com
Ingram International
www.ingraminternational.com
Libri GmbH
www.home.libri.de
Osiandersche Buchhandlung www.
osiander.de
Mayersche Buchhandlung de
www.mayersche.de
Lehmanns Fachbuchhandlung
GmbH
www.lob.de
Friedrich Pustet KG
www.pustet.de
Distributors of English language Publications
OReilly International:
Book Distributors
www.international.oreilly.com
Swets Periodicals
www.swets.com
Combined Academic
www.combinedacademic.co.uk
Baker & Taylor International
www.btol.com
Koch, Nef & Volckmar
www.knv.de
Retailers
H. Hugendubel GmbH & Co. KG
www.hugendubel.de
Karstadt Warenhaus GmbH
www.karstadt.de
Buch & Kunst GmbH & Co.
www.buch-kunst.de
Talia Service GmbH
www.thalia.de
Libro Handelsgesellschaf GmbH
www.libro.at
Trade Events
Frankfurter Buchmesse - Frankfurt International Book Fair
October 12 16, 2011
http://www.buyusa.gov/germany/en/bookfair2011.html, www.book-fair.com/en
Brsenverein des Deutschen Buchhandels
www.boersenverein.de
Eurostat
http://epp.eurostat.ec.europa.eu/newxtweb
Name: Volker Wirsdorf
Email: Volker.Wirsdorf@trade.gov
Phone: + 49-69-7535-3150
Address: Giessener Strae 30, 60435 Frankfurt,
Germany
Currency: Hong Kong Dollar
Ofcial Languages: English and Chinese (Cantonese) with traditional
Chinese script
Summary
Te Hong Kong books and periodicals market is worth almost USD$1billion.
Hong Kong is a regional publishing center, backed by a highly developed printing
industry. As of June 2010, there were 1,264 publishing establishments employ-
ing 18,504 people in Hong Kong. Many international publishers of newspapers,
magazines and books use Hong Kong as their Asian regional headquarters. Inter-
national frms publish newspapers, periodicals, English textbooks and childrens
books in Hong Kong while the Hong Kong publishers supply Chinese and Eng-
lish textbooks, mass-market books, special-interest titles and newspapers.
Hong Kong is a bilingual territory with almost everything in both English and Chi-
nese. Hong Kong was a British colony for 150 years and English is widely spoken
by locals as well as a large expatriate community. However, Chinese is still Hong
Kongs principal language, with Chinese books and periodicals dominating the
market. Over the last few years, the government has actively encouraged the in-
creased usage of the Chinese language in Hong Kong. As a result, there has been
an increase in sales of books in Chinese to both lo-
cal readers from Hong Kong and also to the millions
of mainland Chinese who visit Hong Kong annually,
many of whom purchase books in Hong Kong because
a wider selection of publications is available there than
on the mainland. Although Chinese publications ac-
count for the bulk of the market, there does continue
to be a growing market for English language books to
support the large expatriate community and also to fa-
cilitate English language education.
With Chinese and English as ofcial languages and
a bilingual education system, Hong Kong is a major
HONG KONG
Chinese books dominate the market, as Chinese (mostly Cantonese dialect) is the
mother tongue of the majority of the population. As a result Chinese books and
journals are the most popular with 72% of the market share. English is the domi-
nant language among the working population, especially those in the fnancial
and banking sectors and other service industries. English books make up 27% of
the preferred reading material. About 60% of all people in Hong Kong spend fve
hours or more reading a week.
Te majority of books purchased in Hong Kong are fction and novels which
made up 54% of the sales at the 2010 Hong Kong Book Fair, a key event in the
Chinese-speaking market. Tere is also a growing demand for literature, travel,
self improvement and childrens books all of which saw an increase in sales
from 2009 to 2010. Respondents to a survey at the Book Fair confrmed that
bookstores continue to be the most common place of purchase for readers with
92% favoring bookstores. However, a growing number of readers in Hong Kong
now prefer to use the internet to learn of new releases. Tis year also marked the
frst time the Hong Kong Book Fair had an entire section devoted to electronic
publishing. In 2009, eBooks made up just 1.3% of total sales in Hong Kong but
this number is growing rapidly. Over 39% of respondents to the survey claimed
to use electronic or digital devices for reading in 2010.
Tere are several local and international publishing companies operating in Hong
Kong. Large local publishers of books and periodicals include Sino-United Pub-
lishing, Te Commercial Press, Joint Publishing, Chung Hwa Book Company,
Paramount Publishing and South China Media. International book publishers
operating in Hong Kong include Oxford University Press, Macmillan, Readers
Digest, and Longman. Hong Kongs academic publishing market is dominated
by locally published textbooks. Pearson Education North Asia, Oxford Univer-
sity Press, and Federal Publications are the major English textbook publishers in
Hong Kong. Hearst Magazines has a joint venture with the South China Morning
Post to publish Chinese versions of Cosmopolitan and Harpers Bazaar.
Main Competitors
Publishing imports to Hong Kong are largely from China (30%), Japan (27%), Tai-
wan (11%), and the U.S. (11%). Te cheaper cost of publishing in China keeps their
market share high, though Taiwan ofers more traditional Chinese script (preferred
in Hong Kong over the simplifed script used in mainland China) and therefore
will continue to be competitive in Hong Kong for Chinese language publications.
In recent years, Japans share of imports has increased thanks to dramatic growth in
demand for Manga (Japanese comics) and fashion magazines. Te U.S. continues
to supply English language books, periodicals and newspapers.
U.S. publishers with ofces in Hong Kong include McGraw-Hill, Newsweek,
Readers Digest, Time Inc., Time Life, Forbes Magazine, USA Today, Internation-
al Herald Tribune, Newsweek, Dow Jones Publishing, and John Wiley & Sons.
HarperCollins, Tomson Learning, Penguin Putnam, Simon & Schuster, and
Random House are other American suppliers to the Hong Kong market.
Many American bestsellers are translated into Chinese for the Hong Kong market
but little of this translation occurs in Hong Kong. Most companies have the Chi-
nese translations done in Taiwan where the traditional Chinese script is used and
hence also suitable for Hong Kongs Chinese readers. In China, the simplifed
Chinese script is used for written Chinese works.
Parallel imports of magazines, especially those from the U.S., have exacerbated
an already competitive situation. Industry sources estimate that parallel imports
comprise 50-60% of magazines sold in Hong Kong.
Trends in Demand
Demand continues to rise for books, magazines, and periodicals in Chinese. Tra-
ditional bookstores remain the largest channel of purchasing books and periodi-
cals, but they are facing increased competition from channels that ofer enhanced
convenience, such as online bookstores, convenience stores, supermarkets, and
newsstands. Buying online, specifcally from Amazon.com as well as from local
Hong Kong publishing houses online sites, has grown dramatically in the last
couple of years.
Topics that are popular for books published locally are investment, fnancing,
commercial management, personal health, and current afairs. Tere is great de-
mand for books on Chinese history and current afairs from mainland Chinese
readers who cannot buy the same works back home due to censorship restric-
tions.
Te types of magazines that are growing in popularity in the Hong Kong market
are Japanese Manga, and lifestyle and leisure magazines, especially as more inter-
national publishers print Asia-specifc editions.
Digital and electronic media devices present a major growth opportunity in Hong
Kong. Most e-Reading in Hong Kong is done on mobile phones with eRead-
ers becoming increasingly popular. Devices and content are being produced by
mainland companies such as Hanvon, Acuce, and Tianjin which are taking on
the likes of Apple and Amazon by pushing content tailor-made for the vast and
rapidly growing market for Chinese language digital content.
Barriers
Te Hong Kong market is generally very open and has been ranked as the Freest
Economy in the World by the Heritage Foundation for 17 years running. Tere
are no tarifs on imported books and periodicals. Te Copyright Ordinance in
Hong Kong includes provisions for protection of literary works and typographi-
cal arrangements of published editions irrespective of the domicile of the own-
ers. Tere is no requirement to register copyrights in Hong Kong and there are
no formalities required to obtain copyright protection for literary works. Works
of authors from any place in the world, or works frst published anywhere in the
world, also qualify for copyright protection in Hong Kong. However, there have
been issues with intellectual property infringement in the Hong Kong market and
therefore publishers must be vigilant in their production methods.
Retail rents are extremely high in Hong Kong, keeping international book sell-
ers from opening shops here. Foreign currency prices are permitted to appear
on the book and magazine covers. All retail transactions, however, are in Hong
Kong dollars.
Sources: Hong Kong Trade Statistics, Census & Statistics Department, Hong Kong Book Fair
U.S. Commercial Service Hong Kong Ofce
Contact: Kimmy Lee, Commercial Specialist
Phone: (852) 2521-1467
Email: Kimmy.Lee@trade.gov
Address: U.S. Consulate General, 26 Garden Road, Hong Kong
Capital: New Delhi
Population: 1.19 billion
Currency: Indian National Rupee
Language: Hindi, English
Background
India is a story of growth and opportunity. Indias sustained growth of around
7.2% in 2009 and growing dynamism in several of its regional markets have cre-
ated wide and diverse business prospects for U.S. exporters and investors. With
2010 growth estimates hovering at around 8%, India remains one of the fastest
growing, dynamic economies in the world.
A growing economy and growing GDP creates a demand for more educated and
knowledgeable persons in the workforce thereby driving demand for books as a source
of knowledge, and on the other hand a growing GDP results in increasing incomes and
increasing consumption expenditure for various products, including books.
Overview
Viewed as one of the fastest-growing English-language markets in the world, Indian
publishing industry has an annual turnover of over USD 2500 million and it is
growing by over 20 percent every year. Almost 100,000 titles are published per year
and more than 40 % of these are English titles. Leisure cofee table reading, plush-
reading galleries at bookstores, increased participation of International publishers
at Indian book fairs and e-books are all proving to be trade tricks to boost sales.
Since publishing is driven by customers,
book publishing and promotional events in
India have become trendier with gala book
launch events, more reader-publisher inter-
actions and, most recently, preview book-
lets of upcoming titles. Tough the number
of Indian authors is increasing, the pool of
established writers is still limited.
INDIA
Per a recent survey of readers between the ages of 13 35 years of age in India, it was
found that for 83 million youth readers (comprising 25% of the youth population),
fction is the most preferred genre among 42% of the youth, followed by non-fction
for 24%. Fantasy, comics and classics are the three most preferred genres of fction,
and the least preferred are romance and graphic novels. When it comes to non-fc-
tion, religious/spiritual texts and biographies/autobiographies are the most preferred.
In general the Indian publishing industry is dependent on volumes. Terefore,
there is a focus on reduced pricing by compromising on quality.
At present the Indian publication industry is estimated to have approximately 20,000
publishers, spread in felds of literature, science, fction, art and others. Te industry
churns out more than a 100,000 titles every year in all major Indian languages includ-
ing English. Within the publishing industry in India, the focus is on academic and
childrens books. Fiction in English language does well. Tere has been a reduction
in the average expenses per publisher and more importantly the average selling price
of books has fuctuated. Imported titles continue to be more expensive than Indian
titles. Future growth is forecast for academic publications, childrens books, and fc-
tion in English as well as regional languages, international journals.
Main Competitors
Most of the leading publishers in India are subsidiaries of U.S., U.K. or European
companies. Tese include Penguin, Random House, HarperCollins, Oxford Uni-
versity Press and McGraw-Hill Education. Smaller local publishers serve special-
ized niche markets.
Current Demand
Even with only 7% of Indias population reading English, this works out to a sub-
stantial 65 million potential English readers. For perspective, when compared with
the number of English speakers in USA (about 215 million), number of English
speakers in Canada (about 20 million) the entire populations of Britain (about 60
million) and Australia (about 20 million), the 65 million potential English readers
constitute a large readership. Experts indicate that Indias clout is only likely to grow
further in the coming decades in the global market for English language publishing.
Te per capital book title output for India is about 8 to 10 titles per 100,000 popula-
tion, far lower than what it ought to be when compared to the per capita book title
output in the mature publishing markets like UK, USA, France and Germany. Of
all the Indian languages, English tops at 23 titles per 100,000 speakers of English
in India followed by Tamil at 11. Malayalam (8.7), Marathi (6.9), Bengali (6.3) and
Gujarati (6.2) are all higher than Hindi at 5. Kannada (4.8) is higher than Telugu
(4.2) and Urdu (3.9). Assamese at 7.7 is much higher than most other languages.
Barriers
In India the piracy of literary works takes three principal forms. Tese are:
1) Wholesale reprinting of trade & text books
2) Unauthorized translations
3) Commercial photocopying of books and journals
Due to outdated statistics the exact loss due to piracy is not known and this
continues to be a problem. However, the Indian government, along with the
publishing industry, recognizes that this as a threat and is making eforts to
combat these challenges.
While there is demand for U.S. academic and educational titles, it is advisable to
modify content keeping in mind Indian culture and religious sensitivities.
Contacts
National Library: http://www.nlindia.org/index2.html
Federation of Indian Publishers: www.fpindia.org
National Book Trust: www.nbtindia.org.in
Department of Education: http://www.education.nic.in/sector.asp
Directorate General of Foreign Trade (DGFT): http://dgf.delhi.nic.in
Central Board of Excise & Customs: http://www.cbec.gov.in/
Name: Pat Cassidy
Position: Commercial Ofcer
Email: Pat.Cassidy@trade.gov
Phone: +91-11-2347 2322
Address: U.S. Commercial Service, Te American Center,
24 Kasturba Gandhi Marg, New Delhi - 110001
Name: Smita Joshi
Email: Smita.Joshi@trade.gov
Phone: +91-11-2347 2340
Address: U.S. Commercial Service, Te American Center,
24 Kasturba Gandhi Marg, New Delhi - 110001
Capital: Rome
Currency: Euro
Language: Italian
Summary
Te Italian publishing market has experienced several years of slow but consistent
growth. Te Association of Italian Publishers (Associazione Italiana Editori) reported
that, in 2009, the overall cover price turnover of the Italian publishing market (including
digital publishing) was $4.7 billion. Although this fgure represents a 4.3% drop from
2008, the market is starting to see improvement, with an increase of 2.1% in the frst six
months of 2010. Italy published over 58,800 titles in 2008 the last year for which defn-
itive data on production is available and 64.3% of these were new titles. Te childrens
book market is an area of opportunity, earning $217 million in 2009, up 4% over 2008.
Market Demand
Te Italian publishing market was valued at $4.7 billion in 2009. U.S. book imports
were valued at $199.5 million and childrens book imports at $16.9 million (Table
1). Te childrens book market earned $217 million in 2009, up 4% over 2008.
Table 1: U.S. Book Exports to Italy (USD MIllION)
2008 2009
Total Books 231.0 199.5
Childrens Books 18.6 16.9
Source: Census Bereau, U.S. Department of Commerce
In terms of distribution, bookstores account for roughly 32% of all books sold in
Italy. In 2009 bookstores sales were valued at $1.5 billion. Other key distribution
channels are the Internet, newsstands, and large-scale distribution (supermarkets
and department stores), earning a total of $561 million in 2009, a 5.5% increase
from 2008. Bookstores are seeing growing consolidation, with 717 of 2135 Italian
bookshops now belonging to chains.
ITAlY
Overall reading rates in Italy still lag behind those of other EU countries. Of
Italys literate population (people over six years old) only 45.1% read at least one
book in 2009, a growth of 1.1% on 2008. Reading rates in the north of Italy
(51.8%) are signifcantly higher than in the south (34.6%), and women generally
read more than men: 51.6% in 2009 compared to 38.2% for men.
Best Prospects
In a country with a generally low number of readers (45.1% of total population)
and a declining number of school kids, one bright spot is the relatively high rate
of reading among children. In 2009 an average of 57.2% of school-age children
(aged 6-19) read at least one non-school book, putting them in the reader cat-
egory. Tis puts children over 12 percentage points above the general population
in terms of reading rates. Preferred genres of books among Italian children are
adventure stories followed by fairy tales and comic books. For Italian children
under 14 years old, reading a book still wins over Internet use (Table 2).
Reading of at least one non-school related book in the previous 12 months vs.
daily Internet use. Source: Italian Publishing Association, 2008
Market Access
As a member of the European Union, Italy applies the EU common external tarif
to goods imported from non-EU countries. However, no tarifs or import du-
ties are levied on books entering EU countries from the United States. A Value
Added Tax (VAT or IVA) of 20% is assessed on products based on their Cost,
Insurance, Freight (C.I.F.) value, plus the import duty at the port of entry.
On July 1, 2003, a European Union Directive relating to Value Added Tax (VAT) on
digital services came into force. Te legislation requires any seller of electronically
supplied services and broadcasting services from a non EU member state to charge
and collect VAT on those products and services sold online to EU private consum-
ers. Tis includes e-books and other publications delivered online. For additional
information please contact the U.S. Mission at the European Union in Brussels. An-
other issue publishers should consider is the protection of intellectual property.
Despite the implementation of the 2000 Copyright Law and increased enforce-
ment actions, piracy and counterfeiting rates in Italy remain among the highest in
Western Europe. Piracy continues in virtually all copyright-based sectors.
Italy is a signatory of both the Berne Convention and World Trade Organizations
(WTOs) Agreement on Trade-Related Aspects of Intellectual Property Rights
(TRIPS). Terefore, the author or creator of any original intellectual work is pro-
tected in Italy, even without registration. However, U.S. copyright registration
is advisable. U.S. registration through the U.S. Copyright Ofce of the Library
of Congress provides documentation of date and originality and is an impor-
tant safeguard in case infringement occurs and legal action is necessary. In Italy,
copyright protection is automatically provided for during the life of the author
plus 70 years afer his or her death.

For works created in Italy, authors and publishers can register copyrights in Italy
with the Italian Society for Authors and Editors (SIAE). See Key Contacts section
for contact information.
Market Entry Strategies
Building a strong relationship with an Italian publishing house is important
when approaching the Italian market. Ideally, a partner should have experience
in translations and an established distribution network. Issues to negotiate will
include the licensing of texts, images, and graphics as well as licensing fees, ad-
vances, and royalties. Publishers are strongly advised to seek local legal counsel
before entering into an agreement. In the Italian publishing feld, perhaps the
best place to identify an international partner is the annual Bologna Childrens
Book Fair, the worlds largest fair-trade show for the childrens publishing indus-
try. Another key venue is the Turin Book Fair, Italys largest event covering the
entire publishing industry, held every Spring in Turin. Many Italian publishers
attend and exhibit at the Frankfurt Book Fair in Germany, and Italy is also the
country of honor at Book Expo America 2011. See Trade Events section below
for more information.
Publishers may also consider exporting English language titles to Italy to take
advantage of the global trend of increased reading of original English language
works. In this case, publishers may want to work through some of the larger in-
ternational book distributors based either in the U.S. or Europe that supply
Table 2. Reading and Internet Usage
English language bookstores and English sections of large retail chains. In Italy,
Feltrinelli, Marzocco, Mondadori and other booksellers have stores dedicated to
foreign language works with much of the shelf space dedicated to English titles.
Contact: Anya Sarkisov, Commercial Specialist for Education
Location: U.S. Commercial Service, American Consulate General,
Florence, Italy,
Phone: Tel. + 39 055 292266
Fax: + 39 055 283780
Email: anya.sarksiov@trade.gov
Website: buyusa.gov/italy
Contacts
Associazione Italiana Editori (Association of Italian Publishers)
www.aie.it
Italian Trade Commission Chicago Ofce
www.italbooks.com
Society for Authors and Editors
www.siae.it
Trade Events
Bologna Childrens Book Fair 2012
www.bookfair.bolognafere.it
Turin Book Fair
www.feralibro.it/
Capital: Mexico City
Currency: Peso
Language: Spanish
Summary
During recent years, the publishing industry in Mexico has shown continuous growth.
In 2007 it is estimated that approximately 160 million books were sold. According to the
National Publishing Industry Association (Caniem), these book sales generated USD
650 million in revenue. Bookstores that also sell their products online are a growing
and lucrative segment within this industry. Furthermore, the Mexican government has
recently proposed a favorable Book-Reading Promotional Law to encourage book read-
ing. Te efects of the law will be felt throughout the book supply chain in places such
as educational institutes, government entities, libraries, bookstores, distributors, etc.
Tis law might enable buyers to get books at more reasonable prices, due to the unique
price structure envisioned in this law. All of these abovementioned factors and trends
generate favorable business opportunities for US exporters. In addition, book imports
to Mexico are comprised mostly of those from the United States. However, emerging
competitors for U.S. publishers of books include companies from Spain and China. U.S.
proximity to Mexico provides a competitive advantage to U.S. frms over more distant
foreign competitors due the lower cost of shipping.
Market Demand
Te most recent national census in 2005 estimated the population of Mexico to
be 105 million people, while Mexico City and surrounding areas have about 25
million people, the largest population concentration in the world. Tere are two
other metropolitan cities such as Guadalajara and Monterrey, which make up 2%
of the national territory yet have 25% of the countrys total population.
Te illiteracy rate in the country is 8.4 percent, which equates to 5.7 million people
that are not consumers of publishing industry products. However, the Mexican
government, specifcally through programs implemented by the Education Secre-
tariat, has implemented several programs to improve educational levels and literacy.
Tese eforts include the Book-Reading Promotional Law to encourage book read
MExICO
ing. Te government also, through authorized publishers, produces and distributes
free ofcial books for elementary and secondary schools, including books written
in regional languages. According to a survey conducted by the National Council for
Culture and Arts (Conaculta), 60 percent of Mexicans read books, 42 percent read
newspapers, 39 percent read magazines and 12 percent read comics.
Headquarters for the Mexican book industry are heavily concentrated in the Mexi-
co City metropolitan area (80% concentration) followed by smaller concentrations
of industry-afliated businesses in Queretaro, Sinaloa and other states. Te sale of
books online is a growing trend in Mexico due to increased Internet access and use
as well as the time-saving benefts of online shopping. However, shipping costs and
delivery times are still an obstacle especially due to high courier rates. Furthermore,
bookstores ofen have websites to accommodate online sales and incentives to pro-
mote related products such as cds, magazines and videos.
Market Data
Book Industry
For the year 2005 (the most recent available data), the National Publishing In-
dustry Association (Caniem) reported 274 book publishers and local production
of around 137,468 books. By 2006, the industry employed approximately 39,467
people. Between 1999 and 2005, Mexican consumers purchased approximately
821,000 books. Mexicos book imports have grown by 7% between 2006 and 2007
from USD 818 million to USD 873 million. Tis growth can be attributed particu-
larly to world literature works, technical, scientifc and art books.
2005 Mexican Book Publishing Companies by Size
Source: Caniem
2005 Mexican Book Production by Category
Source: Caniem
Magazine Industry
Te Mexican magazine market is larger in terms of sales revenue than the book
market. Caniem reported that around 450 magazine publishers were registered
in 2004. In 2007, 490 million magazines were sold in Mexico, which were worth
approximately 1.33 billion USD. Te 2007 magazine sales fgure is comprised of
60 percent of magazines related to general topics, 19 percent related to mens and
healthcare magazines, 17 percent related to womens and fashion magazines and
the remaining four percent belonging to other unclassifed magazines.
2004 Other/Mexican Publishing Companies by Size
Source: Caniem
Best Prospects
Tere are signifcant opportunities for US exporters that ofer products and / or
materials related to the book / magazine production chain, such as:
n Book covers
n Inks
n New printing technology
n Bestsellers
n Technical books
n Scientifc books
n Dictionaries
Key Suppliers
During the last few years, the import market in the publishing industry has been
dominated by the United States. However, there are other strong foreign competi-
tors that are gaining market share such as Spain and China.
2007 - Total Books and Periodicals Import Market Share
by Country Percentage
# 1 # 2 #3
US Country Country Country
Description Position & Share & Share & Share
Books, Brochures and 1 US 44 % Spain 23% Colombia 7%
Similar Printed Materials
Other Printed Materials, 1 US 79% China 4% Canada 3%
Commercial Catalogs
Transfers and Stickers 1 US 60% China 10% Taiwan 7%
Newspapers, Journals 1 US 44% Spain 41% Colombia 2%
and Periodicals
Printed Greeting Cards 1 US 86% China 7% Canada 4%
Childrens Book 1 US 57% China 24% Spain 3%
Calendars 1 US 35% China 17% Germany 9%
Maps, Charts, Atlases 1 US 62% China 16% UK 7%

Source: World Trade Atlas/Bancomext
2007 Mexican Imports per Country
Source: World Trade Atlas/Bancomext
Market Entry
In Mexico, there are three main methods of entering the publishing industry.
Te author can contact a publisher who already has business relationships with
bookstores and specialty libraries, including newspapers to reach consumers.
Alternatively, the author could contact the publisher, who will consequently contact
a distributor who has other massive channels such as bookstores, self-service stores,
direct-sale, newspaper and magazine street stands, among others. Te third option
involves the author contacting book importers directly who will in turn approach
those outlets. Please note that distribution through bookstores is subject to the
particular bookstores internal policies and procedures for new acquisitions.
Book Production Supply Chain
Source: Caniem

2004 Sales Distribution Channels Percentage for Books
Te following chart shows the sales distribution of books in Mexico. Te
government and bookstores are the two most important sales channels to be
successful in the Mexican market.
Source: Caniem
As prescribed in the newly proposed Book-Reading Promotion Law, any book
published in Mexico must contain information such as the book title, author
name, editor, edition number, date and printed date, editor name and business
address, ISBN* and bar code number.
In order to comply with such a law, the book importer or publisher are obli-
gated to fx a sales price known as a unique price for the books he/she imports
or publishes with exemptions given to educational entities and scientifc research
institutes. Te importer and/or publisher could apply lower sales prices only for
books already on the shelf for 18 months, antique books, used books, sold-out
books, and hand-made books. Prices are to be registered online with the National
Council of Book Promotion, which is meant to inform the public of prices. Tis
law will be approved or rejected in the next few months.
*ISBN 13 Digits for the Book Industry
Te International Standard Book Number known as ISBN is used for book iden-
tifcation purposes and for coding editor; and publishers data. Te ISBN was
modifed from a 10-digit to a 13-digit format, efective January 1st, 2007, world-
wide. Tis standard is key for book ordering, inventory control, publishing hous-
es, bookstores, distributors, libraries and retail stores, among others.
IPR Intellectual Property Rights

U.S. authors need to be aware of Intellectual Property Rights protection in
the U.S. and abroad including Mexico. Te U.S. Department of Commerce
through the United States Patent and Trademark Ofce provides the fol-
lowing information to obtain IPR protection in the United States.
U.S. Patent and Trademark Ofce
Website: http://www.uspto.gov 1-800-786-9199
U.S. Copyright Ofce
Website: http://www.copyright.gov
Copyrights - Mexico
Te Mexican Center for Copyright Protection and Promotion (Cempro) confs-
cated 298 tons of pirated books in Mexico during the year 2007. Tis is equivalent
to 1.192 million pirated books. Tis level of confscated pirated goods represents
a 1,350 percent increase over 2006. Te cause for this increase could be increased
prosecution by Mexican authorities, an increase in pirating activity or some com-
bination of both.
It is highly recommended that US exporters register their copyrights in Mexico to
get protection. Mexican copyright laws ofer protection to authors for two types
of rights: 1) economic rights and 2) moral rights.
1. Economic rights: Authorize or prohibit the reproduction, publishing, public dis-
play, import, production of work related, or sale of such copyrighted works. Tese
rights are valid during the life of the author plus 100 years afer death. Posthumous
works are protected for 100 years afer the date of the frst publication. Tese rights
may be transferred or licensed but such agreements must be in writing in order to
be considered valid. Such agreements must be registered in the Public Registry of
Copyrights in order to get protection against claims by third parties.

2. Moral rights: Includes the recognition of authorship and precludes the defor-
mation, mutilation or modifcation of an authors work without authorization.
Te right is perpetual, non-transferable and cannot be waived.
For more information, please refer to the following website:
http://www.stopfakes.gov/525/menu/index.htm
NAFTA Certifcate of Origin
Products qualifying as North American under NAFTA must use a NAFTA Certifcate
of Origin to receive NAFTA benefcial treatment. Tis certifcate may be issued by the
exporter or freight forwarder and does not have to be validated or formalized.
National Bank of Foreign Trade (Bancomext)
http://www.bancomext.com
Te National Institute of Statistics, Geography and Information Technology (Inegi)
http://www.inegi.gob.mx
Indautor National Institute of Copyrights
http://ses.sep.gob.mx/somos/f6.htm
Mexican Center for Copyrights Protection and Promotion (Cempro)
http://www.cempro.com.mx
Santistevan Abogados, S.C.
http://www.santistevan.com.mx
Location: Mexico City
Contact: Monica Martinez
Email: Monica Martinez@mail.doc.gov
Phone: 011-52-55-51402628
Fax: 011-52-55-55661111
Website: http://www.buyusa.gov/mexico
Only North American products, as defned by the rules of origin, are eligible for
preferential tarif treatment. In general, at least 51 percent NAFTA content by value
is required to get a NAFTA Certifcate of Origin. Te U.S. Commerce Departments
NAFTA Ofce assists U.S. exporters to take advantage of trade opportunities in
Canadian and Mexican markets within the framework of the Agreement. In 2008,
all NAFTA qualifying products have duty-free status when entering Mexico.
For additional counseling and help on exporting, please contact:
1-800-USA-TRADE (1-800-872-8723) or http://www.export.gov
Trade Regulations
Like the United States, Mexico uses the Harmonized Tarif System (H.S.). How-
ever, Mexico uses only eight digits while the U.S. uses up to ten digits. Te frst
six digits used under the H.S. system are identical for all countries, which the
rest may vary. HS codes are mostly universal, but a few U.S. and Mexican codes
are diferent. Overall, there are no major regulations for books, periodicals and
related materials, though importers need to have an import license. Furthermore,
the Tax Law exempts importers from paying 15% tax for books imported into the
country. However, U.S. exporters are advised to work closely with their importers
and customs brokers to ensure that any specifc requirements for their books and
materials are met, avoiding complications at the border.
Financing
Several private banks in Mexico have signed agreements with the Ex-Im Bank,
which is a benefcial development for U.S. exporters. Tese private partner banks
support Mexican-U.S. transactions through assorted fnancial products as per
their clients needs, avoiding future trade complaints, and acting as an intermedi-
ary to ensure that all paperwork includes the proper fnancial statements for both
parties.
Trade Events
Feria Internacional del libro de Guadalajara
(Guadalajara International Book Fair)
Nov 2 - Dec 4, 2011Centro de Exposiciones
Guadalajara, Jalisco
Website: http://www.fl.com.mx/info/info_int.asp
National Publishing Industry Association (Caniem)
http://www.caniem.com
Capital: Amsterdam
Population: 16, 8 million
Languages: Dutch & Frisian
Summary
Te Netherlands is a country of avid readers. Despite that, there was a 3.5 per
cent decrease in book sales in 2010. In 2009 book sales amounted to $862 million.
2010 statistics show that 74 percent of consumers still buy their books in book-
shops. Tis fgure includes sales through bookshops web shops. Ninety-two
percent of Dutch bookshops have their own online web shop, a 16 percent growth
in comparison to 2008. Dutch consumer generally research books on the Inter-
net, but purchase at the bookstore.
Te largest Internet book store is Bol.com. Internet sales are increasingly impor-
tant. Bookstores also sell multimedia products, including audio books. In 2007,
sales of audio books grew by 14 percent, to $4.4 million. Audio books are popular
with children and adults, including elderly people.
Te Dutch Government encourages reading and buying books. Book Week
(Boekenweek) is organized every year by the CNPB foundation which promotes
Dutch literary works. Book Week runs for ten days in March, from a Wednesday
to a Sunday. Te excitement generated is intended to tempt the general public
into a bookshop during Book Week. One important stimulus is the Book Week
gif, a short novel commissioned specially from a writer of contemporary fction.
In addition, the Dutch Government subsidizes secondary school education
books, amounting to an annual investment of $379 million.
Te Netherlands had a total of 3,000 publishers in 2008. Tey mostly publish
books and magazines. Te Netherlands has 80 big publishers with more than 50
employees.
THE NETHERlANDS
Te two largest Dutch distributors are:
n Centraal Boekhuis: http://www.centraalboekhuis.nl
n Scholtens: http://www. scholtens.nl
Te Netherlands is one of several European countries that use a system of fxed prices
for books. Anyone who publishes or imports a book into the Netherlands is required
to set a fxed price. Because of the fxed price system bookshops cannot compete on
price, and so focus on increasing their selection and improving customer satisfaction.
More details can be can be found at http://www.vasteboekenprijs.nl
No import duties are levied on imported books. Imports from non-EU countries are
subject to a 6 percent sales tax, which is passed on to the end-user as a value-added tax.
Trade Events
Event: Vakbeurs Boekhandel 2011 (Trade fair Book Business 2011)
Date: May 16-17 and August 29-31
Webpage:
www.nuv.nl/web/GAU/boekenvakbeurs/Informatie%20voor%20exposanten/Pages/
default.aspx
n Royal Association of Book Trade
Website: http://www.kvb.nl
n Collective Promotion for the Dutch Book (CNPB)
Website: http://web.cpnb.nl/
n Dutch Book Association
Website: http://www.boekbond.nl
n Statistics Netherlands (CBS)
Website: http://www.cbs.nl
n Dutch chain of bookshops (BGN)
Website: http://www.bgn.nl
n Association for the Retail Sector (HBD)
Website: http://www.hbd.nl
Name: Jennifer Ritfeld
Email: Jennifer.ritfeld@trade.gov
Phone: +31-70-3102416 / 7
Address: Lange Voorhout 102,
2514 EJ Te Hague, the Netherlands
Capital: Manila
Currency: Peso
Language: Filipino, English
Summary
Te United States is the number one trading partner of the Philippines, accounting
for a healthy two-way trade relationship of US$12 billion. Te Philippines book
publishing industry faces a multitude of opportunities and challenges brought
about by the diferent social, technological, and economic developments. Sever-
al factors drive the growth of the book publishing industry that help evolve the
increasing interest for book reading and access to multi-media materials brought
about by the social networking medium. Tese factors include the growing young
population (currently at 92 million), which translates to an increasing readership
base; the competitive local currency that makes imported books more attractive
price-wise; popularity of home schooling on the rise; the largely underserved ar-
eas outside of Metro Manila and increasing acceptance for downloadable formats
(PDF, MP3) being sold on e-commerce sites. Te Philippines is a largely English
market, thus no translations are required for imported books.
Te market remains price-sensitive for both academic and trade books, so much so
that books sold in the Philippines are relatively lower-priced than in other parts of the
region. Tis price consciousness is also manifested by a growing market for used and
second-hand books and foreign publishers authorizing lower-priced, local reprints.
Te book publishing industry contributed 2.12% to the countrys GDP and re-
corded a 67% increase in the number of new publishers, distributors and printers.
According to the data of the National Book Development Board (NBDB), there
are 221 local publishers, 128 wholesale booksellers, 108 book importers, 49 book
printers, and 15 book exporters in the Philippines in 2010.
Market Trends
Te Philippine market is dominated by key market players, mostly based in Met-
ro Manila, the capital city. Te major bookstore chains serve as main distribution
THE PHIlIPPINES
channels, followed by institutional direct sellers and direct marketers. National
Bookstore is the largest bookstore chain with about 120 branches nationwide.
Goodwill Bookstore and C&E Bookshops have also established store branches.
National Bookstore (operating now for 50 years) and Goodwill (65 years in op-
erations) are family-owned businesses, run by third generation family members.
Retail chains like Fully Booked and Power Books, have established more upscale
stores in urban areas to cater to the higher-end segments of the market. Local
book retailers and publishers have likewise begun using the web primarily as a
promotional medium, although major retail chains such as National Book Store
now ofer online shopping, as well as Fully Booked and Power Books. But their
sales from this online presence only account for less than fve percent of total
sales. Book retailers also note that buyers have utilized their online portals to
inquire about hard-to-fnd or out-of-print books.
Meanwhile, electronic books (e-books) and audio books are getting up to speed.
While industry sources have predicted the coming of e-books for the past 10
years, in the Philippines at least, it will take another 10 years before consumers
can actually start buying books of the internet. In 2007, the National Book De-
velopment Board readership survey showed that only 1.2% of non-school readers
have purchased books from the internet, which is an indicator that the market for
books printed on paper, is barely threatened in the Philippines. In 2010, Synno-
vate, a global research company, polled internet access in the Philippines by the
following parameters: age, socio-economic class, and geographic location Te
poll noted that 37% of the countrys population has internet access.
However, book marketers are indeed waking up to this e-book phenomenon with the
growing acceptance of consumers for the new digital era. People reading all sorts of
book or magazine on a Kindle, iPad, or mobile phone in planes, classrooms, and cafes
are becoming a common sight. When Apple launched the iPad in May 2010, they sold
more than 3 million units in less than three months. While sales of iPad-like readers
are going to increase exponentially, publishers who digitize and market their books
online now have a global opportunity to supply readers with a library of e-books.
Main Competitors
According to industry sources, books from the U.S. account for at least 75-80%
of total imported books (i.e., academic and trade books combined). In the past
fve years, however, a number of publishers from India, United Kingdom, as well
as, from neighboring countries like Malaysia, Singapore and Hong Kong have
found their way into the market. Major retailer, National Bookstore, has close to
800 publishers (out of 1,000 publishers in their inventory) from the U.S. alone,
ranging from independent publisher, mid-size to global publishers, and univer-
sity press. National Bookstore serves both as a direct importer and distributor of
these imported books especially for smaller publishers.
Local book publishers take up a lions share of the grade school and high school
textbook market, and have started to make inroads in publishing certain types of
trade books such as cofee table, childrens books, self-help, inspirational, literary
and mass-market romance paperbacks. Each year, local publishers produce an
average of over 5,000 new titles (based on ISBN issuances).
Tere is also the rising trend of print on demand or self-publishing methods.
With print on demand services, an author can order super small quantities with
a turnaround time of 24 to 48 hours. In the Philippines, there is Central Books
(central.com.ph), which can turn manuscripts into a book in 10 days. Teir web-
site boasts of having published more than 500 titles since the introduction of said
service two years ago. Te minimum print run is just 50 copies and service pack-
ages start at just US$115 (P5,000) plus cost of printing.
Te self publishing method is also gaining popularity. Recently, in the Philip-
pines, many of the well-known business and inspirational gurus (Francis Kong,
Bo Sanchez, Josiah Go, Francisco Calico and Dr. Ned Roberto) have taken the
self-publishing route with much success.
2010 U.S. Exports to the Philippines* - PUBlISHING INDUSTRY
Business Books and Forms US$189,000
Books: Publishing, or Publishing & Printing US$14,153,000
Periodicals: Publishing or Publishing & Printing US$1,426,000
Total US$14,768,000
*Source: http://www.ita.doc.gov/td/ocg/exptab.htm
Best Prospects/Market Opportunities
Te market is divided into trade and academic bookstores. Trade stores ofer
both generalist and academic titles, and other retail services; academic book-
stores, on the other hand, are focused on selling textbooks. Tere are very few
specialist bookstores.
Product categories that enjoy increasing demand in the Philippines are self-help
books (business and spiritual); fction (young adults/vampires series, historical
romances, paranormal romances, generic romances); fallen angels, mash-ups
(e.g. Jane Slayer, Pride and Prejudice and Zombies); non-fction (pop psych);
childrens (classics, library), and dictionaries.
English is one of two ofcial languages in the country, so Filipino translations
of imported books are not required. However, industry sectors note that books
written in Filipino appeal to certain market segments (e.g., mass-market, popular
romance pocketbooks, humor and self-help books) and geographic areas. Chil-
drens books, likewise, use the bilingual format. Te importance of reading to chil-
dren in Filipino is growing. Te Filipino language remains a preferred language
for oral expression, while English is associated with books and reading. Children
book exporters utilize the bilingual approach when they sell books to U.S. State
libraries and the U.S. Library of Congress, to cater to the minority communities
(Filipinos) in the United States. Local retailers and distributors in the Philippines
also look for manga; graphic novels; health books (but not necessarily diet books);
young adults; childrens books, foreign languages (Chinese/Mandarin) and voca-
tional/technical books and maritime books. Te Overseas Filipino Workers (OFW)
phenomenon, with about eight to nine million Filipinos working/living abroad, has
widened the Filipino awareness on diferent cultures, languages and access to in-
formation. OFW remittances account to 12% of the Philippine growth domestic
product (GDP), increasing spending power of families and exposure to diferent
types of information and technology. A big group of OFWs are in the healthcare,
hospitality services, and maritime industries. Tus, vocational/technical books ca-
tered to the OFWs have large potential sales in the market.
Market Entry/Marketing Strategies
Members of the Overseas Publishers Representatives Association of the Phil-
ippines (OPRAP) noted that the key in this market is establishing and keeping
relationships with accounts, using face time strategy with buyers (bookstores
and academic institutions). OPRAP members include Cengage Learning, Pan-
Macmillan/Palgrave/BFW; Penguin Group; Random House, Inc.; Hatchete Book
Group USA; Simon & Schuster, Inc.; Pearson Education (afliated with Tom-
sonReuters); John Wiley & Sons; Adbox; and, McGrawHill Education Asia. Te
mom-and-pop style of operations is also on the rise.
OPRAP members have found the following key marketing strategies to efective-
ly sell to the buyers: use of platform (review, publicity, online presence, blogs);
pushing for series vs. stand alone titles; pricing fexibility by reprinting locally;
bookstore competition; use of discounts/return privileges and selling more titles
in foreign languages (Chinese/ Mandarin). Te major retailers, National Book-
store, FullyBooked and Powerbooks usually hold book signing events in their
stores, especially when foreign authors are visiting Manila.
Filipino authors are leading the charge not only by self-publishing their work,
but also self-promoting their books through social media particularly Facebook,
Twitter and Youtube. Tey use social media marketing team that posts such of-
fers, blogging about the authors books, populating other websites and blogs with
comments about books, uploading videos on Youtube.
National Bookstore (NBS), the largest buyer, is an agent itself for U.S. publish-
ers and has its own trading/marketing/distribution company. NBS is a potential
agent/distributor for publishers; in addition to being direct buyers or importers.
NBS also considers purchasing back titles (six to 10 months back). NBS has a
strong network relationship with the Academic Libraries Books Acquisition Sys-
tems Association Inc, (ALBASA), the Association of Booksellers for the Academe
and the Professions (ABAP), and the Reading Association of the Philippines.
NBS works with U.S. freight partners/consolidators (both located in the East and
West coasts) to help facilitate shipment of purchased U.S. books to the Philip-
pines. Pricing is a reality in this business; thus, NBS would also ofer export
discounts when dealing with publishers.
Barriers
Tere are no tarifs imposed on imported books. Contributing to the health of
the book publishing industry was the Department of Finances decision in 2009
to lif taxes on imports, thus saving local book importers a reported P233 million
(US$ 5.4million).
However, the issue of piracy (most notably in the form of illegal photocopying
and pirate ofset printing of university textbooks, technical and professional ref-
erences resulting in signifcant losses) is a prevailing concern. In response, pub-
lisher representatives, with support from the American Association of Publishers
(AAP), have been coordinating with public and private sector initiatives to curb
piracy, including public awareness campaigns, cooperation with law enforcement
agencies and making lower-priced local reprints available. Strict enforcement of
intellectual property rights laws remains a priority agenda in advocacy eforts.
In May 2010, the Philippines organized the Anti-Book Piracy Council (ABC) as
a move to control incidents of book piracy and illegal copying in the Philippines.
It will conduct a series of law enforcement measures against copyright violators
engaged in illegal photocopying, manufacturing and selling of books, textbooks
in printed and digital formats by foreign and local authors and publishers.
Trade Events
n Manila International Book Fair (MIBF) usually in September 2011, Manila
n Academic Libraries Book Acquisition Systems Association, Inc. (ALBASA),
May 2011, Cebu City (Southern Phils.)
n Association of Book Sellers for the Academe and the Professions (ABAP),
July 2011, Manila
National Book Development Board (NBDB)
Web: www.nbdb.gov.ph
Book Development Association of the Philippines, Inc. (BDAP)
Web: www.bdap.com.ph
Association of Booksellers for the Academe and the Professions (ABAP)
Ms. Evelyn Millar, President
C/o Golden Books Inc.
Email: goldsrv@compass.com.ph / custserv_abs@yahoo.com
Overseas Publishers Representatives Association of the Philippines (OPRAP)
Email: Jennifer.Javier@simonandschuster.com
Philippine Booksellers Association Inc. (PBAI)
Mr. Paolo Sibal, President
C/o Central Book Supply Inc.
Email: central_bks@yahoo.com
Tyrena Holley
Deputy Senior Commercial Ofcer
Tess Sula
Commercial Specialist
Location: Manila
Contact: Tess Sula
Email: Tess.Sula@trade.gov
Phone: +632-888-4088
Fax: +632-888-6606
Website: www.buyusa.gov/philippines
Capital: Doha
Population: 848,016
Currency: Riyal
Language: Arabic
Market Overview
Qatar plays an important role in the regions development of the printing and pub-
lishing sectors. Te country has the fastest growing economy in the world, posting
15% real GDP growth, and a population boom that has added one million people,
up from 600,000 less than six years ago.
Qatar has experienced rapid economic growth over the last several years and conse-
quently enjoyed a surplus in the budget for eight consecutive years. Te country has
the highest GDP per capita in the world, estimated by the World Bank at $90,000
per capita. Qatar enjoys high literacy rates for both men and women, which is es-
timated by the United Nations International Human Development (UNDP) index
to be at 93.1 percent as of 2010.
Furthermore, in recent years Qatar has dedicated signifcant resources to education
and the Ministry of Education has made grades K-12 mandatory for all citizens.
Tere are currently about 560 schools in Qatar, both in the public and the pri-
vate sector. Private schools in Qatar cater primarily to the needs of the expatriate
population. English is generally the language used for all lessons. Te number of
universities operating in the country is 10, serving approximately 12,480 students.
Te Ministry of Art Culture and Heritage organizes cultural events such as festival
and book exhibitions and workshops, establishes local libraries and provides infor-
mation for informational and bibliographical services for researchers, elites and orga-
nizations. Te Ministry also manages all copyrights, trade names of radio materials,
licensing for press publications, printing press, publishing houses, libraries establish-
ment, importing and exporting publications and the distribution of artistic materials.
Key Suppliers
Te country has a number of local Arabic and English publications. Te daily
Arabic newspapers have corresponding English sister equivalents under diferent
names. Tese newspapers are outlined in the following chart:
QATAR
Arabic Circulation English Circulation
Newspaper Rate Publication Rate Publisher
Al Arab 22,000 N/A N/A Dar Al Oroba
Al Raya 45,000 Gulf Times 36,000 Gulf Publishing
& Print Co.
Al Sharq 65,000 Te Peninsula 15,000 Dar Al Sharq
Al Watan 23,000 Qatar Tribune 13,000 Ali Bin Ali- Dar
Al Watan
Qatar also has numerous Arabic and English monthly publications, which have
been increasing with the countrys commercial market:
Arabic Publication Description Circulation Rate
Layalina Social Events 15, 000
Jamila Life Style 25, 000
Tijara wal Aamal Business 24, 000
Nabdh Al-Hayat Healthcare
Hamad Medical Corporation 10,000
English Publication Description Circulation Rate
ABODE Lifestyle magazine 15,000
Marhaba Guide to Qatar 24, 000
Oryx Publications* Business & lifestyle,
women, style/fashion
Sur La Ter City lifestyle, fashion, travel 12,000 15,000
Time Out Doha Dining, events, entertainment
Villagio Magazine Covers all Villagio Mall events
*Monthly publications include Qatar Today, Qatar Al Youm, Women Today, GLAM.
*Periodicals include T Qatar, Landmark, ICT Today, Progress Qatar and CAMPUS.
*Qatar Happening- Online Information
Market Access, Tarif & Non-Tarif Barriers
Censorship
Censorship in Qatar includes fltering pornography, political criticism of Gulf
Countries, material deemed hostile to Islam and gay and lesbian content.
Customs: Fees & Regulations
Tere is currently no tax for importing books to Qatar.
Gulf Publishing and Printing Company
Tel: +974 4446 6555
Box No: 533
Website: http://www.gulfpub.com

Aspire Printing Press
Tel: +974 4499 9618
Fax: +974 4499 9619
Box No: 24598
Website: http://www.aspire-printingpress.com
Major Books Stores in Qatar:
Contact Email
Book Store Title Phone Fax Address
Virgin Manager 974 4413 974 413 joseph.akel@azadea.com
Mega Store 5823 5819
Dar Al Manager 974 5551 974 4444 daralqalam@yahoo.com
Qalam 2061 0025
Distribution
Crescent Purchasing crescentbook@yahoo.com
Bookshop and 974 4487 974 4487
Marketing 6403 6073
Family Manager 974 4442 974 4432 fambook@qatar.net.qa
Bookshop 4148 0329
LTD
I Spy Managing 974 4493 974 4493 info@ispybookshop.net
Director 4482 4253
Al Jarir Manager 974 4444 974 4444 jboferfs@jarirrboostore.com
Bookstore 0212 0432
Pioneer Manager 974 4450 974 4460 hamza.ali@pioneerhouse.com
House LTD 9058 6206
Abu Karbal Manager 974 4436 974 4436 albatra@qatar.net.qa
Bookshop 0274 0275
Current Demand
Tere is a strong appetite for US publications, given the wealthy local Qatari end-users,
interest in US culture and education and burgeoning expatriate population. Te largest
demand by expatriates is that for novels. Qatari nationals, however, are more interested in
acquiring educational books including those on healthcare, beauty, ftness and cooking.
Prospective Buyers
Q Media is the largest media provider in the state and works closely with the Qa-
tari government, particularly the Ministry of Municipality and Urban Planning.
Clients include the Qatari Diar, Barwa, HSBC, UDC, Qatar Foundation, Qatar
Petroleum, Dolphin Energy, Qtel, among others.
Tel: +974 4428 2828
Fax: +974 4428 2829
Box No: 24953
Doha, Qatar
Website: www.qmediame.com
Ali Bin Ali Establishment- Stationery Advertising and Printing
Tel: +974 4442 3481 / 4446 9880
Fax: +974 44432045
Box No: 75
Doha Qatar
Website: http://www.alibinali.com/printing/index.asp

Qatar National Printing Press
Tel: +974 4444 8452
Box No: 335
Website: N/A
Bloomsbury Qatar (a publishing house under Qatar Foundation)
Tel: +974 4454 2440
Fax: +974 4454 2438
Box No: 5825
Website: http://www.bqfp.com.qa

Middle East Information and Publication
Tel: +974 4435 5522
Box No: 16208
Website: http://www.myqbd.com

Dar Al Sharq Printing Publishing & Distribution
Tel: +974 4455 7777
Box No: 3488
Website: http://www.al-sharq.com
Dar Al Watan Printing, Publishing & Distribution
Tel: +974 4465 2244
Box No: 22345
Website: http://www.al-watan.com
Key Projects - Opportunities
Te Doha Film Institute (DFI) is Qatars umbrella organization for flm education
and industry together within the country. H.E. Sheikha Al Mayassa bint Hamad
bin Khalifa Al-Tani is the founder of DFI. Te DFI has currently held an annual
Doha Tribecca Film Festivals as a platform for Arab flms within the region. DFI
is dedicated to flm appreciation, education and building a dynamic flm indus-
try in Qatar that focuses on nurturing regional storytellers while being entirely
global in its scope.
With culture, community, education and entertainment at its foundation, DFI
serves as an all-encompassing flm hub in Doha, as well as a resource for the re-
gion and the rest of the world. DFI is focused on contributing original content in
the areas of television, online, and flms.
Website: http://www.dohaflminstitute.com
Te Qatar Museums Authority (QMA) is the countrys main organization for es-
tablishing and organizing museums in Qatar. Tis includes historic sites such as
for Zubarah and archaeological excavations within Qatar. Te Museum of Islam-
ic Art, under QMA, houses a library of Arabic and English books from around
the world that is continually expanding. Te Al Wakrah Museum displays marine
life and natural history materials.
Te Doha International Book Fair is considered to be the biggest ever book fair in
the Middle East region, with participants from both the Middle East and Europe.
For example, the 21st Doha International Book Fair Edition hosted exhibitors
from 26 countries along with 348 publishers and 84 agents with a total of 28,755
titles in Arabic and 7,279 in other languages were on display.
Website: www.dohaflminstitute.com
Best Sales Prospects
Te publishing sector ofers business opportunities but with the condition that
they ft into the educational and cultural goals of the Ministries. Te government
is investing signifcant resources to train Qatari youth to enable them to become
entrepreneurs and qualifed professionals in the economy.
Best Products
n English Language Books/CDs
n Childrens Books Stories
n History Books
n Novels
n Best Sellers
n Art
n Career Development Books/Human Resources
n Business
Health care is a priority concern for the Qatari leadership. In the recent years, the
government has put great emphasis on training aimed at improving the overall
health care, as well as providing quality education in trauma management, disas-
ter management and public awareness.

Best Products:
n Nursing Books
n Health and Fitness
n Diet
n Training
n Self Esteem
n Spiritual
n Medical Books
Location: Doha, Qatar can be contacted via e-mail at:
Contact: Anissa Lahreche
Email: Anissa.Lahreche@trade.gov
Phone: +974-4496-6030
Website: www.buyusa.gov/qatar/en.
Capital: Moscow
Population: 141,930,000
Currency: Ruble (RUB)
Languages: Russian
Market Overview
Tere are about 6,000 publishing houses in Russia, two times less than in lead-
ing publishing countries, such as the United States and Great Britain. As a result
of the 2008-2009 fnancial crisis, some publishers ceased operations while some
managed to improve their positions in the marketplace.
Table 1. Russian Book Market Share
Rating Publishing Number of Number of Changes 2009
in 2009 House titles produced titles produced compared with
(2008) in 2008 in 2009 2008 (%)
1 (2) AST 9,884 10,130 +1.49
2 (1) Eksmo 10,439 9,154 -12.31
3 (7) Prosveschenie 1,078 1,437 +33.3
4 (10) Egmond 1,047 1,355 +29.42
Russia Ltd
5 (17) Olma Media 676 1,048 +55.03
Group
6 (3) Phoenix 1,261 1,004 -20.38
7 (462) Liborkom 45 1,000 +2122.22
8 (5) Rosmen 1,154 959 -16.90
9 (4) Drofa 1,222 943 -22.83
10 (18) Standartinform 614 906 47.56

Source: http://www.pro-books.ru/
RUSSIA
Te most popular distribution channels include specialized bookstores, Internet
stores, publishing houses own retail facilities, and book fairs. Logistics are still
the biggest distribution problem in the sector. Most books are published in or
around Moscow and delivering them all over the large territory of the country is
time consuming and expensive. Access to the internet is wide- spread in Moscow,
St. Petersburg and a number of other large cities; however, internet penetration
across much of the country is still limited. Overall internet coverage across the
country estimated at about 8%, which slows down the development of internet
book shops. An additional hurdle is the unreliable mail system. Te largest in-
ternet book shop is www.ozon.ru. According to the company, they address ap-
proximately 40-45% of the demand for internet book shopping. Other popular
internet book shops include Labirint (http://www.labirint.ru) and Gorod Knig
(http://www.gorodknig.com).
Small boutique book stores are becoming popular in large Russian cities. Cur-
rently the most popular boutique shops are: Falanster (http://www.falanster.su),
Dodo and Jabberwalky (http://www.dodospace.ru) in Moscow, Piotrovskiy
in Perm and Lavochka Detskih Knig (http://vlavochke.ru) in Moscow, St. Pe-
tersburg and in Nizhniy Novgorod.
According to Russian Federal State Statistics Service, the Russian economy suf-
fered a 7.9% drop in GDP in 2009 compared to 2008 results. Tis was the greatest
downturn in the economy in the last 15 years. However, in the second half of
2009 the economy started to pick up and continued to grow in 2010. 2010 GDP
is estimated to be $1.42 billion.
In 2009, the publishing market began to see a quicker turnaround than many
other sectors of the economy. Despite a nearly 8% decrease in GDP, the Russian
publishing sector grew by 3.5% in the number of titles it produced in comparison
with 2008.
However, 2010 was much less successful for the sector. Despite growth in pro-
duction in the frst quarter of 2010, book publishing decreased by 14.1% by num-
ber of titles and also decreased by 27.8% in total size of circulation as compared
to the fourth quarter of 2009.
Te results of the second quarter of 2010 were better than the frst. However, the
strong downturn in the frst part of the year negatively infuenced the results of
the frst six months of 2010. Te number of titles decreased by 10% and the to-
tal size of circulation fell by over 17% compared to the frst half of 2009. Tese
indicators demonstrate the most negative results in the last three years. Unfortu-
nately, the negative trend continued in the third quarter of 2010.
Table 2. Statistics on Number of Titles
In the publishing sector, the fourth quarter in any given year typically highlights
an increase in demand (e.g.: in 2008 and 2009, the share of the fourth quarter de-
mand resulted in 53% of the entire years number of titles). For this reason, at the
end of 2010 many market experts predicted the general downturn in the sector by
6.5-7%. While the total circulation has been decreasing steadily, this is the frst
time since 2002 that the amount of titles has fallen so signifcantly.
Experts predict that the downturn will continue through the frst quarter of 2011
and it is only in the second quarter of 2011 when some improvements may occur.
In November 2010, the Russian State Duma held a meeting during which they
discussed the problems of the publishing sector in Russia. Key publishing busi-
ness representatives also attended the meeting. Te meeting participants devel-
oped a list of measures that the state needs to take to support the industry. One
of the key initiatives included reducing VAT for certain types of books, such as
childrens titles. While it was also suggested that the VAT be entirely removed
from books, the likelihood that such an initiative would actually come to fruition
is unclear. Industry representatives insisted on postponing the increase in social
tax for their employees as this increase will severely impact the publishing sector.
As the Russian Government has proclaimed modernization as the key trend for
the Russian economy, these measures have a chance to be implemented which
would help the sector begin to grow again.
Trade Events
Moscow International Book Fair
Moscow, September 7-12, 2011
Website: http://www.mibf.ru

Federal Agency for Publishing and Mass Communications
5 Strastnoy Boulevard,
Moscow, Russia, GSP-4, 127994
Tel.: + 7 (495) 694-11-77
Website: http://www.fapmc.ru
Name: Oksana Prokofeva, Commercial Specialist
Phone: 7 495 728 5580
Fax: 7 495 728 5585
Email: Oksana.Prokofeva@trade.gov
Website: http://www.buyusa.gov/russia/en/
Capital: Singapore
Currency : Singapore Dollar (SGD)
Language: English (business language), Malay, Mandarin & Tamil
(other spoken languages)
Overview
Based on industry estimates, Singapore has over 2600 companies involved in
printing and publishing. Over 500 frms are directly engaged in the publishing
of books, newspapers, magazines, periodicals, directories and mailing/customer
databases. Available statistics indicate that the sector employs more than 6000
employees and has a value-add of more than US$900,000.
Singapore serves as the Asian headquarters of many top international publish-
ers that include industry leaders like Reed Elsevier, John Wiley & Sons (Asia),
McGraw-Hill Learning Education, Readers Digest Asia, Cambridge University
Press, Sage Publishing and CEngage Learning among others.
To complement the publishing sector, there is a vibrant printing industry which
is well-equipped with the latest technology to provide printing and publishing
solutions and the supporting customer service systems.
Singapore has excellent logistics services, advanced information communications infra-
structure and a strong IPR protection framework. U.S. publishers will fnd that this creates
a conducive environment in which to do business and expand to other regional markets.
Based on the latest report published by PriceWaterHouseCooopers, the global
book publishing industry is projected to grow at approximately 2.8% annually,
from US$107.5 billion in 2004 to US$129 billion by 2012.
Within Asia, China continues to be one of the fastest growing economic markets
and this has led to a corresponding surge of interest in Chinese language, culture
and media content. Singapore also has a large Chinese population that is efectively
bilingual. To this end, the potential partners in this island state are well-positioned
to serve as a U.S. companys strategic partner as it pushes into China. Singapore
recently signed a free trade agreement with China which will enable printed books,
newspapers, journals, picture books and maps to enter China tarif-free.
SINGAPORE
Singapores close proximity, both physical and cultural, to other major markets
such as the India sub-continent and Southeast Asia makes it an ideal hub for
many international publishers. U.S. frms can leverage Singapores strategic posi-
tion to springboard into the region.
Most major retailers source their books from local distributors and overseas
suppliers. Te more established book-sellers also have publishing divisions that
operate as separate entities, publishing and distributing titles to the local and re-
gional markets. Tere has also been tremendous growth in the online web envi-
ronment with several publishers developing their own e-commerce sites.
Te Singapore Media Development Authority together with key trade associa-
tions such as the Singapore Book Publishers Association and the Magazine Pub-
lishers Association of Singapore play a pivotal role in shaping the industry and
the island state is poised to serve as a springboard for U.S. frms seeking to tap the
growing Asian region.
Media Development Authority
http://www.mda.gov.sg
Magazine Publishers Association Singapore
http://www.mpas.org.sg
Location: Singapore
Contact: Luanne Teseira
Email: Luanne.Teseira@trade.gov
Phone: 65/6476 9037
Fax: 65/6476 9080
Website: www.buyusa.gov/singapore.
Capital: Madrid
Currency : Euro
Language: Spanish
Summary
Te Spanish book sector closed 2009 with a total turnover of USD 4.3 billion
which represents a decrease of 2.4 percent from 2008. Te only categories that
did not decrease in terms of turnover and editorial production include technical
training, social sciences, humanities, and childrens education. Companies based
in Madrid and Barcelona represent 93 percent of the total sales turnover. Te
number of copies sold in 2009 is reported at 240 million, a drop of 1.9 percent
over 2008. Te main sales periods for members of the FGEE (Federacin de
Gremios de Editores de Espaa), the largest importers association representing
Spanish publishers, are in October when the LIBER book fair takes place and the
Christmas season begins.
Language is an important consideration when entering the Spanish market as
Spaniards are not as profcient in English as in many other European countries.
Although the emphasis on improving the level of English as a foreign language has
increased, the English language text book segment is dominated by British publish-
ing frms. Burlington Books, the Cambridge Secondary English course, Oxford
Exchange and Longman are the most frequently used, as the British Council (a
UK school organization operating in Spain) and its partners have been extremely
active in Spain for many years. Educational sofware such as Baby Einstein, Magic
English, Music for Babies and So Smart is also becoming more popular.
Total editorial production in Spain for 2009 was 76,213 titles, an increase of 4.4 per-
cent from 2008. However the number of copies produced fell by 10.2 percent, as did
the average circulation (4,328) which was 707 copies less per title from 2008. First
and new editions account for 55.7 percent of total editorial production, while re-
productions account for 44.3 percent. Editorial production in the sectors of young
adult, educational books not for college use, technical books and scientifc books
all fell as well. However, comic books rose in editorial production even though the
sales turnover has continued to fall since 2005 (19.7 percent). Other subject areas
SPAIN
that have not fallen in sales since 2008 are novels, poetry, and theater. Book sales via
the internet and mail order have also shown negative results.
Most sales are done through bookshops and bookstores which account for 48
percent of sales. Companies, institutions (schools and academies), libraries and
large supermarket chains have all increased in importance as sales channels.
Another non-traditional sector of the market includes pocket books. Te number
of pocket books sold in 2009 dropped 10.5 percent from 2008 with an average
price of USD 9.72. Te total number of copies sold was 26 million representing
11 percent of all copies sold in the market. Total sales for 2009 were also down 8
percent making total turnover slightly less than USD 251 million.
Tere are no custom duties levied for hard copy books imported into Spain. Te
only tax applied is a 4 percent VAT (Value Added Tax), known as IVA (Impuesto
Valor Anadido), which applies to books and books containing material on CD-
ROM. Te standard VAT for consumer goods is 16 percent with the importer
paying this tax on top of the CIF (Cost, Insurance, Freight) value.
Entering the Spanish market may require adapting some U.S. products to local
standards and content, particularly for English as a Foreign Language books.
Partnering with a local, major player or establishing an in-country presence is
highly desirable.

Trade Events
Te major Spanish trade show for the books sector is LIBER (Ligue des Biblio-
thques Europennes de Recherche), the Association of European Research Li-
braries. LIBER has always been held in either Madrid or Barcelona. In 2011,
LIBER will be held in Madrid. Tis book trade fair is aimed exclusively at trade
professionals and is expected to be visited by more than 12,000 professionals
from 60 countries. Exhibitors include a diverse group of 800 graphic arts and
multimedia companies, publishing organizations, literary agents and professional
associations.
Trade Promotion Opportunities
Feria de Madrid (www.liber.ifema.es)
Name : LIBER, the International Book Fair
Dates: October 5 7, 2011
Venue: Feria de Madrid at IFEMA Playground Fair
Fira de Barcelona (www.liberbcn.com)
Name : LIBER, the International Book Fair
Venue: Fira de Barcelona

Capital: Stockholm
GDP*: $354 billion
Currency: Swedish Krona
Language: Swedish
Overview
Te Swedish book market experienced declining sales in 2009 and reported a de-
crease of around 3%. However, this is less of a decrease compared to 2008 when the
market fell by 6%. Te total Swedish book market is estimated to be worth around
USD 1 billion. It is estimated that 85 million volumes (Swedish as well as imported
books) were sold in Sweden during 2009. Total import of foreign books was USD 152
million in 2009, imports from the U.S. was worth USD 20 million. Te Swedish book
market has changed considerably over the last years. Before, books were tradition-
ally sold via bookstores and book clubs. In recent years, you can fnd books (mainly
paperback) in grocery stores, gas stations, kiosks and convenient stores. Sales via the
Internet continue to increase and currently capture around 20% of the entire market.
Te Swedish book market is characterized by a large number of players as well as stif
competition. Te number of publishers is large and
new companies keep emerging. Te number of resell-
ers is also considerable, i.e. book stores, Internet, de-
partment stores, supermarkets, book clubs, and others.
Tere are around 300 professional publishing houses
with regular publication. Tere is also a large number
of smaller publishers, i.e. universities and colleges, foun-
dations, government organizations, religious communi-
ties, etc., whose main activity is not publishing.
Book stores are by far the most important sales
channel for Swedish publishers. Tere are around
400 bookstores in Sweden, slightly more than 50%
are part of a chain. The largest book chains are
SWEDEN
Federation of Book Distributor Associations:
FANDE Federacin de Asociaciones Nacionales de Distribuidores de Ediciones
Web: www.fande.es/fandeeng.asp
It is the Federation of National Associations of Distributors of Editions, which
assembles the diferent associations of distributors of books and periodical publi-
cations (newspapers and magazines) in Spain.
Federation of Publishers Guilds of Spain:
FGEE Federacin de Gremios de Editores de Espaa
Web: www.federacioneditores.org/Ingles/
FGEE is a non-proft, private professional association created in 1978 to repre-
sent, manage, enhance and defend the general common interests of the Spanish
publishers on a national, European and international level.
Location: Madrid; Phone: +34
Contact: Josefna.Ortega
Email: Josefna.Ortega@mail.doc.gov
Phone: 91 308 1545
Fax: +34 91 563 0859
Website: www.BuyUSA.gov/spain
Bokia, Akademibokhandeln, JB-Gruppen and Ugglan. Tere are more than 5,000
resellers throughout the country, and there are around 50 book clubs with close
to 2 million members.
Internet is an increasingly important sales channel in Sweden and here, sales in-
creased by 10.8% in 2009 and has a 20% share of the book market. Te other
channels reported decreased sales during the same period. Sweden has a very
high penetration of PC and Internet use (over 90%) and, therefore, Internet will
continue to grow as a sales channel for books.
Sales by channel ($ million)
Book stores 284
Internet 211
Department stores & supermarkets 83
Book clubs 114
Direct Sales 197
Distribution centers for educational material 97
Other resellers 14
Ever since the VAT on books was lowered from 25% to 6% in 2002, the book market in
Sweden has continued to see healthy growth. Increasing competition between depart-
ment stores, bookstores, grocery stores, and the Internet is fueling the positive develop-
ment for the Swedish book market from a consumer point of view. Sales of books from
publishers to resellers and directly to consumers were divided as follows in 2009:
Fiction 36%
Non-fction 41%
Childrens and young adult literature 15%
Audio books 8%
E-books <1%
Te e-book market is still small in absolute terms, .04%. However, this segment
will see an increase in sales thanks to new technology. Te sale of audio books
(CD) has decreased in favor of MP3 books. Tis decrease is in part a result of
illegal fle sharing according to the industry.
Main Competitors
Bonnier (group of publishers of fction and non-fction), www.bonnier.com
Forma Publishing (group of publishers of non-fction), www.formapg.se
liber (group of publishers of educational and reference literature), www.liber.se
Norstedt (group of publishers of fction and non-fction), www.panorstedt.se
Studentlitteratur (educational literature) http://www.studentlitteratur.se
Natur & Kultur, (publishers of fction, non-fction and educational literature)
http://www.naturochkultur.se
Current Demand
Swedes are among the heaviest readers in the world. On an average day in 2009,
36% of the Swedish population read a book. Eight out of ten titles on the Swedish
top ten list are detective stories. Tis genre is especially popular as vacation read-
ing and will continue to be popular among Swedish readers. Swedes are also very
interested in interior design, gardening, and cooking, etc. Consequently, sales of
life style literature are expected to continue to increase.
Barriers
Tere are no barriers for importing books into Sweden.
Contacts
Trade Associations
Te Swedish Publishers Association
Contact: Ms. Kristina Ahlinder, President
Drottninggatan 97
SE- 13 60 Stockholm
Phone: +46 8 736 1940
Fax: +46 8 736 1944
Email: kristina.ahlinder@forlaggare.se
http://www.forlaggare.se/English
Te Swedish Booksellers Association
Contact: Mr. Tomas Wyatt, President
Skeppargatan 27
SE-114 52 Stockholm
Phone: +46 8 6630205
Fax: +46 8 660 0666
Email: thomas.wyatt@booksellers.se
http://www.booksellers.se/
Trade Fair
Gothenburg Book Fair, September 22-25, 2011
Contact: Ms, Anna Falck
Phone: +46 31 708 8419
Email: anna.falck@bok-bibliotek.se
Website: http://www.bok-bibliotek.se
Distributors
Samdistribution AB
Contact: Mr. Anders Kandelin, President
Address: Box 4005
SE-195 04 Rosersberg
Phone: +46 8 696 8433
Fax: +46 8 696 8431
E-mail: anders.kandelin@samdistribution.se
http://www.samdistribution.se

Forlagssystem AB
Contact: Per-Olof Hamrin, President
Address: Box 30195
SE-104 25 Stockholm
Phone: +46 8 657 1900
Fax: +46 8 618 3470
E-mail: per-olof.hamrin@forlagssystem.se
http://www.forlagssystem.se
liber Distribution
Contact: Mr. Sven Sjolin, President
Address: SE-162 89 Stockholm
Phone: +46 8 690 9500
Fax: +46 8 690 9500
E-mail: sven.sjolin@liber.se
http://www.liberdistribution.se
Publishers
Bonnier Books
Contact: Ms. Karin Leijon, President
Phone: +46 8 696 8050
Fax: +46 8 696 8630
E-Mail: Jacob.Dalborg@bok.bonnier.se
http://www.bok.bonnier.se/new/hem.htm
Forma Publishing Group
Contact: Mr. Patrik Widlund, President
Address: SE-721 85 Vasteras
Phone: +46 21 19 40 00
Fax: +46 21 19 41 36
E-mail: patrik.widlund@formapg.se
http://www.formapg.se
liber AB
Contact: Jerker Nilsson, President
SE-113 98 Stockholm
Phone: +46 8 690 9000
Fax: +46 8 690 9336
E-Mail: jerker.nilsson@liber.se
http://www.liber.se/wps/portal
Norstedts AB
Contact: Ms. Maria Hamrefors, President
Box 2052
SE-103 12 Stockholm
Phone: +46 8 769 87 1
Fax: +46 8 21 40 06
E-mail: maria.hamrefors@norstedts.se
http://www.panorstedt.se
Studentlitteratur AB
Contact: Mr. Stefan Persson, President
Box 141
SE-221 00 Lund
Phone: +46 46 31 20 00
Fax: +46 46 30 53 38
E-mail: Stefan.person@studentlitteratur.se
http://www.studentlitteratur.se
Natur & Kultur AB
Contact: Ms. Eva Swartz, President
Box 27 323
SE-102 54 Stockholm
Phone: +46 8 453 8600
Fax: +46 8 453 8790
E-mail: eva.swartz@.nok.se
http://www.naturochkultur.se
Contact: Gunilla LaRoche, Commercial Specialist
Address: U.S. Embassy
Dag Hammarskjolds vag 31, SE-115 89 Stockholm, Sweden
Phone: +46 8 783 5353
E-mail: gunilla.laroche@trade.gov
Source: Te Swedish Publishers Association, Local Media
Nordicom (Mediebarometern 2009)
Capital: Taipei
Currency: New Taiwan Dollar
Language: Taiwanese, Mandarin
Overview
Unit: USD thousands
2009 2010 2011 2012
(estimated) (estimated)
Total Market Size $1,415,000 $1,383,000 $1,340,000 1,300,000
Total Local Production 1,417,000 1,376,000 1,320,000 1,290,000
Total Exports 151,000 148,000 140,000 134,000
Total Imports 152,000 143,000 136,000 130,000
Imports from the U.S. 40,000 38,000 36,000 35,000
Exchange Rate: 1 USD 33.05 31.85 (f) 31.75 (p) 31.5 (p)

Total Market Size = (Total Local Production + Total Imports) (Total Exports)
Data Sources:
Total Local Production: Unofcial estimates
Total Exports: Statistical Department, MOEA
Total Imports: Statistical Department, MOEA
Imports from U.S.: Unofcial estimates
Exchange rates provided by Central Bank of China and Te Institute of
Economics, Academia Sinica.
Taiwans traditional paper-based book market has shrunk 5 percent and 8 percent
over the past two years respectively, reaching $1.38 billion in 2010. Te increasing
availability of e-content viewable on a variety of electronic devices such as iPhones,
e-book readers, computers, and smart phones has been readily adopted by local
readers. Taiwans overall book market can be divided into trade books, which ac-
counted for $800 million in sales, and educational and academic books which ac-
counted for $600 million.
TAIWAN
In 2010, Taiwan imported $143 million worth of publications, a decrease of 6
percent from the previous year. Te U.S. remains as one of the largest suppliers
of imported publications in Taiwan with a 30-40 percent market share or $38
million in 2010, of which $34 million was printed books and $2 million was pe-
riodicals and journals.
For over a decade, the U.S. has been the leading supplier of licensed titles which
comprise about 40 percent of the Taiwan market. Over ffy percent of the trans-
lated books in the Taiwan market are English-to-Chinese translations, followed by
simplifed- to traditional-Chinese (25 percent), and Japanese-to-Chinese (17 per-
cent). Te U.S. leads all countries supplying near 1,300 titles per year to be translat-
ed accounting for about 40 percent of the translated book market. U.S. publishers
should continue focusing on the foreign right sales for bestsellers, award winning
titles, business, childrens books, novels, self-help, and educational books.
Te popularity of U.S. books remains strong in Taiwan, including high demand for
translated and imported childrens books and educational books for pre-k through 12th
grade and higher education. Childrens fction, non-fction, and learning books are
sought afer by Taiwans schools, parents and children Educational books for elemen-
tary schools, libraries and higher education continue to make successful sales in Taiwan.
Sub-Sector Best Prospects
n Academic/educational books, and examination/reference books
n Childrens books
n Pre-k through12th grade school books
n Novels for adults and young readers
n Non-fction books for self-help, business, management, health, and life-style
Opportunities
Taiwans publishing sector is characterized by a large number of small- to medium-sized
enterprises that are very active in publishing as well as in the business of copyrights.
With the continued development of trade across the Taiwan Straits, more and more
Taiwan publishers, importers and literary agencies have expanded their operations and
business into the Mainland China market, which is one of the fastest growing book
markets worldwide. Taiwan can act as a pool of prospective book publishers, agencies,
distributors or representatives that are able to represent U.S. publishers, authors and
dealers in the greater China market. It is easier for Taiwan publishers to penetrate the
publishing market in Mainland China than for U.S. publishers to attempt it alone and
overcome the linguistic and cultural barriers. U.S. companies interested in selling books
to the greater China market may consider Taiwan companies as a potential partner for
business expansion in both the lucrative Taiwan and Mainland China markets.
In the past two years, Taiwans education authorities have implemented more English
learning programs in elementary schools in order to improve students English read-
ing and writing skills. Te implementation of English learning programs has gener-
ated increased purchases by local public schools for imported English k-12 school
books and childrens books. U.S. publishers have a great reputation of providing high
quality childrens and k-12 school books. Te lack of locally-developed content in
English will increase U.S. publishers chances for success in the next one to two years.
Board of Foreign Trade, MOEA: http://www.trade.gov.tw
Directorate-General of Customs, MOF: http://www.customs.gov.tw
Taipei Book Fair Foundation: www.taipeibookfair.org
U.S. frms wishing to learn more about the book market and expanding U.S.
export opportunities to Taiwan at the trade shows mentioned above, are
encouraged to contact CS Taiwan Commercial Specialist Menny Chen at
Menny.Chen@trade.gov or visit http://www.buyusa.gov/taiwan/en
Capital: Istanbul
Currency: Turkish Lira
Language: Turkish
Summary
Te book-publishing sector in Turkey has grown 300 percent over the last de-
cade, reaching a sales volume of 1 billion dollars in 2010. Te main market
opportunities for U.S. publishers are in the imported books segment, which is
calculated around $60 million. In addition, many international book titles are
translated into Turkish, providing royalty payments to publishers. It should be
pointed out that piracy is the major problem of the Turkish publishing sector;
pirated book sales are estimated to reach to 30 percent of the total market size.
Market Overview
Te Turkish publishing market is steadily developing thanks to the growth in
population, lengthening of compulsory primary education to 8 years, increase in
the GNP, a variety of books becoming more available with the improved distribu-
tion network and with the development of publishing technologies. In the last
decade there has been a 300 percent increase in the number of published books
with around 32,000 new titles released in 2009 according to the ISBN fgures of
the Turkish Ministry of Culture and Tourism.
Turkey does not have a body that tracks sales in the publishing market; however
the Turkish Publishers Association estimates total book sales in 2010 reached
$1 billion. Te market can be divided into the segments of educational books
(textbooks, supplementary books), cultural publications (fction and non-fc-
tion titles such as novels, hobby books etc), academic books (university and
professional publications) and imported books (foreign language books). All
the market segments are experiencing growth. About 45 percent of the books
sold are cultural publications and 55 percent of the market consists of books
related to education, language training and academic study. Te following chart
shows the market breakdown of the publishing sector in Turkey:
TURKEY
Market Segment Sales (million $) Share of the market (%)
Educational Books 465 46.5
Textbooks 265 26.5
Supplementary Books 210 21
Academic/Professional Books 85 8.5
Cultural Publications 390 39
Imported Books 60 6
TOTAL 1000 100
Source: Turkish Publishers Association
Educational Books
Since 2003, primary and high school books are distributed free of charge by the
Turkish Ministry of Education. Te state has a monopoly on educational publish-
ing as close to 50% of the books are published by the Ministry of Education. Te
Ministry of Education also purchases school books through tenders and price is
the major decision criteria. All textbooks require the Ministry of Education ap-
proval to be included as part of any school program.
Academic/Professional Books
In the academic books segment 80% of the books are by local authors and 20%
are translations from international titles. Average yearly book cost per university
student ranges between $50-$300.
Cultural Books
Many of the best-selling books are translations of international bestseller books.
First edition of a book is usually printed as 3,000 copies, however for an inter-
national bestseller like Harry Potter, the frst edition can go up to 50,000 copies.
Imported Books
Imported books include ELT books, other foreign language training books, ac-
ademic textbooks, reference books, hobby books and international bestsellers.
Imported English Language Teaching (ELT) books are used for English classes
at educational institutions. ELT books sales stands at about $26 million which
is almost half of this market segment. Imported academic books market is $21
million and reference books market is $2 million. Te imported books are free
of customs duty.
In Turkey, there are currently 1,900 registered publishers, however only 500 of
them publish a minimum of 10 books per year. Te number of active book dis-
tributors is estimated as around 70. Te largest distributor is Alfa Basin-Yayin re-
alizing 15-20% of the book distribution. Tere are about 7,000 bookstores across
Turkey. Te bulk of the books are sold through 1,300 large bookstores and book-
store chains located at the largest cities.
Market Trends
In terms of sales points, small independent bookstores are decreasing. Since 2003,
an estimated 3,000 bookstores in the smaller cities have closed down, largely due
to the fact of losing their main customer base, the students, as educational books
are provided free of charge. Te large bookstore chains such as D&R, Remzi Ki-
tabevi, Inkilap Kitabevi, N&T which are mostly located at primary retail spots
of large cities, are becoming increasingly popular. Te internet is also growing
in importance as a sales channel. Both international (amazon.com) and national
(idefx.com, kitapyurdu.com, dr.com.tr) online bookstores are increasing their
sales in Turkey.
Te Turkish publishers had minimal interest in e-books when they frst emerged,
believing the market was not ready and worrying about the negative efects for
published books. Turkeys major online bookstore Idefxe frst introduced Turk-
ish e-books into the market in April 2010. Currently ffy Turkish publishing
houses are producing books in e-book format.
Main Suppliers
Some of the main suppliers in the imported books segment are:
Dunya Publishing represents 15 foreign publishing houses including Cambridge
University Press, Cideb, Houghton Mifin, Klett Verlag, Cle International and
Hachette. It is the leading supplier of bestseller books. Dunya also has its own
distributing network across Turkey.
Dogan Books is part of the largest media group in Turkey, Dogan Media. Dogan-
Egmont Publishing is a partnership between Dogan Group and the Danish
Egmont Group operating in the distribution and sale of childrens books. Dogan
Group also owns the D&R book and music store chain. Its estimate total market
share is 5%.
Kardes Kitap deals in ELT books, academic and professional books, IT books.
Kardes Kitap is the exclusive distributor for McGraw-Hill/Contemporary ELT,
Heinle/Tomson, New-Editions, Ladybird and imports books from Penguin, DK
(Dorling Kindersley), Scholastic and Wordsworth.
Many foreign publishing houses opt to run their own operations in Turkey, such
as Macmillan Education, Oxford University Press and Pearson Education Pub-
lishing that owns Longman, Scott Foresman and Prentice Hall publishing houses.
Market Barriers
Piracy is a major problem of the publishing sector in Turkey. Turkish Publishers
Association informs the market size would be 30 percent larger, if the piracy of
books can be controlled. According to Law No. 5846 on Intellectual and Artistic
Works-revised in 2004, piracy is considered a public ofense. Te Law however
is not enforced, allowing pirated book sales to increase every year. It can be ex-
pected that with the accession process to the EU continuing, the piracy problem
will become less of a barrier in the future.
Turkish Ministry of Culture and Tourism, General Directorate of Copyrights
and Cinema
http://www.telifaklari.gov.tr
Turkish Publishers Association (Turkiye Yaynclar Birligi)
http://www.turkyaybir.org.tr
Association of Press and Publishing Turkey (Turkiye Basin Yayin Birligi)
http://www.basyaybir.org/
literary and Scientifc Works Owners Business Union (EDISAM- Edebiyat ve
Ilim Eserleri Sahipleri Meslek Birligi)
http://www.edisam.org.tr/
Trade Events
30th Istanbul Book Fair, November 12-20, 2011
http://www.istanbulkitapfuari.com/
Name: Perim Akguner
Address: Ucsehitler Sok. No:2,
34460 Istinye-Istanbul, Turkey
Email: perim.akguner@trade.gov
Phone: +90-212-335-3197
Country: United Kingdom (England, Northern Ireland, Scotland, Wales)
Capital: London
GDP*: $2.2 trillion
Currency: British Pound (GBP)
Language: English
*(purchase power parity)
Summary
Te UK publishing industry ranks ffh in the world in value behind those of USA,
Germany, Japan and China. In 2009, the industry was estimated to be worth
$23.56B (14.72B). Afer the deep recession over the last several years, the value of
the UK publishing market is expected to recover slowly in 2011, with a projected
rise by 6% by 2014. Te industry is comprised of three sectors: newspapers, books
and magazines; newspapers account for the largest portion of the market, and
books the smallest share. All sectors are expected to grow overall through 2014.
Te most challenging issue in the near-to-medium term will be competing in an
age of austerity as consumer, corporate, and government spending is tightened. As
a market with a high level of technological development, another pressing challenge
is how to monetize the content in new media (digital) formats. Te book sector is
positioned most competitively, with many publishers currently digitizing backlists,
launching e-books and selling more titles online. However, this surge of activity has
been somewhat ofset by declining sales of hardbacks.
Market Demand
Te history of UK consumers as avid purchasers of books, newspapers and maga-
zines is undergoing a radical change. Newspapers are seeing their traditional
client base, those who have been buying all their adult life, slowly disappearing.
Reading a newspaper over the morning breakfast has little appeal in a digital age,
with younger generations of readers preferring diferent methods of accessing in-
formation (e.g. new digital media sources). Sales in national and regional news-
papers continue to decrease, with the rate of decline accelerating everywhere ex-
cept among the national Sunday newspapers. In the newspaper sector, more than
any other part of the publishing industry, there has been massive cost cutting at
all levels, and this is projected to continue. Te newspaper sector now has more
than 1,500 websites collectively. Magazines sufer from an overabundance of ti-
UNITED KINGDOM
tles and infated cover prices, creating a backlash from consumers who feel prices
are too high and instead seek content from digital media sources. Increasing ad-
vertising revenues, utilizing diferent formats, and embracing new technologies
are areas of future development, as well as the issue of monetizing digital editorial
content. Overall sales of retail books declined by 2.9% in 2009; market changes
indicate stronger sales in fction, although specialist non-fction is a growth area.
Market Data
Table 1 provides the breakdown of the industry by the value of each sector. In
recent years, the value of the overall publishing industry has decreased by nearly
16% from 2007 to 2009; newspaper publishing was the worst hit and book pub-
lishing was least afected. With an overall decrease in industry value, market
share of newspaper publishing decreased from 44% (2007) to 41% (2009); mar-
ket share of magazine publishing increased from 34% (2007) to 36% (2009); and
market share of books increased from 22% (2007) to 23% (2009).
Table 1: UK Publishing Sector, Value and Market Share 2009
Sector Value ($B) Market Share (%)
Newspapers 9.68 41.1
Magazines 8.43 35.8
Books 5.45 23.1
Total 23.56 100.0
Source: Key Note (*Value based on January 19, 2011 exchange rate of 1 = $1.60)
Te UK publishing industry is one of the most productive in terms of new title
output, producing over 100,000 new titles a year. Tis is similar to both the U.S.
and China but substantially ahead of Japan, Germany and Russia, and even fur-
ther ahead of France, Italy and Spain. Consumer books dominate the UK market
in terms of value and volume. Table 2 illustrates the breakdown of the UK book
market into Consumer, Academic/Professional and School titles.
Table 2: UK Book Sector, Value and Market Share 2009
Sector Value ($B) Market Share (%)
Consumer 3.95 72.5
Academic/Professional 1.14 20.9
School 0.36 06.6
Total 5.45 100
Table 3: UK Newspaper Sector, Value and Market Share 2009
Category Value ($B) Market Share (%)
National 5.90 61
Regional 3.78 39
Total 9.68 100
Te UK magazine sector has also steadily declined in volume and value since
2005, with more than 13% decrease in overall revenue (2005-2009). Table 4 pro-
vides the magazine sector value and market share based on consumer and busi-
ness/professional magazine categories.
Table 4: UK Magazine Sector, Value and Market Share 2009
Category Value ($B) Market Share (%)
Consumer 4.37 52
Business/Professional 4.06 48
Total 8.43 100
Best Prospects
Books, rather than newspapers or magazines, ofer the greatest prospect within
the UK publishing industry, especially e-books. In sectors such as scientifc and
technical publishing, electronic delivery of texts is now common and this trend
is expanding fast in other sectors such as educational and training publishing.
Consumer publishing is still dominated by print, but this form of traditional pub-
lishing is under threat from new digital technologies such as the Amazon Kindle,
Sony Reader, Apple iPad, and other such e-Readers. Te trends in e-books and
other digital formats are expected to grow, with public libraries seen as a natural
market.
Key Suppliers
Since the 1960s the UK publishing industry has seen a continuous succession of
consolidation, and is today part of a global industry dominated by four major
international groups: Hachette (France), Bertelsmann (Germany), Pearson (UK)
and News Corporation (US). Together these generate over 50% of consumer
sales. Other international groups focus on the educational, academic and profes-
sional sectors with Pearson, Reed Elsevier, Tomson, and the two large university
presses, Oxford (OUP) and Cambridge (CUP) the market leaders.
Although there are over 20,000 active publishers in the UK, less than 2,300 were
registered in 2007 for VAT (value added tax). 2,000 of these UK publishers had
sales under $1.5 million, with only 85 having sales of over $7.5 million. More
than two-thirds of the entire UK publishing industrys total sales come from just
ten companies. Despite the large number of small independent publishers, mul-
tinational companies, as mentioned above, dominate the industry.
Over the last ten years the UK book sector has undergone a transformation with
books available in numerous outlets, from garden centers to Starbucks, to the
more recognized retail chains (e.g. WH Smith, Waterstones, etc), supermarkets
(e.g. Tesco, ASDA, etc), and internet retailers (e.g. Amazon). Competition is
ferce and favors chains, internet retailers and supermarkets over independent
booksellers.
Market Entry
Publishing a book in the UK involves several processes: editorial, design and
production, marketing, distribution, contracts and rights, and administration.
Large publishers typically have in-house departments, whereas most medium
sized companies outsource various functions. Smaller publishing frms usually
sell their own books directly to consumers.
Market Issues and Obstacles
No legal barriers exist for new entrants to the UK publishing industry, be they com-
panies or individuals, nor are there any controls on foreign investment. Anyone
entering the UK is subject to legislation covering intellectual property, monopolies
against the public interest, libel and obscenity, but overall the UK publishing in-
dustry is among the most open in the world both commercially and intellectually.
Issues afecting the industry are discounting and copyright infringement.
Discounting
Tis is the policy of discounting between publishers, wholesalers and retailers,
and the extent to which retailers or direct sales organizations pass on some dis-
count to the ultimate consumer. Tere is no longer a fxed price for books in
the UK, but most titles carry a recommended retail price (RRP). Te discounts
given by publishers vary according to the publishing sector, with higher discounts
given to consumer books, especially mass-market titles, rather than academic or
schoolbooks. Tey also vary by customer, with chains and supermarkets receiv-
ing higher discounts than independent booksellers. Tis creates an imbalance
making it more difcult for the small independent bookseller to compete as mar-
gins have to be cut even further to match the prices ofered by chains (WH Smith
etc) or supermarkets (Tesco, ASDA etc). Tis is a challenge for the 3,000 inde-
pendent bookshops, and with the advent of e-books as an additional challenge,
many face an uncertain future.
Copyright
Copyright law in the UK generally covers all original literary, dramatic, musical
or artistic works, sound recordings, flms, broadcasts and cable programs, and
typographical arrangements. In some instances it also covers databases, com-
puter programs, and material on the Internet. Protection usually runs for 70
years afer the death of the creator irrespective if the work is ink on paper or digi-
tally stored. In UK law, copyright is included in the 1988 Copyright, Designs &
Patents Act, though this has been amended in recent years to equate with existing
EU law, most notably the EU 1995 Directive. Tis was updated in 2001 to take
into account the growing challenge from electronic infringements. Te UK pat-
ent Ofce is the ofcial source for all policy and legislation for patents, designs,
copyrights and trademarks. Further information on Copyright can be found on
www.patent.gov.uk
Other rights that are found in the UK are commercial rights, language rights,
territorial rights, subsidiary rights, moral rights, various forms of electronic
rights, and the Public Lending Right.
Trade Events
London Book Fair
April 2012
www.londonbookfair.co.uk
Te Publishers Association: www.publishers.org.uk
UK Department for Business Innovation and Skills:
www.bis.gov.uk/policies/business-sectors/publishing
Te Booksellers Association: www.booksellers.org.uk
Te British Library: www.bl.uk
Te Independent Publishers Guild: www.ipg.co.uk
UK Publishing Media: www.publishingmedia.org.uk
Periodical Publishers Association: www.ppa.org.uk
UK Association of Online Publishers: www.ukaop.org.uk
Te Copyright Licensing Agency: www.cla.co.uk
Name: Stewart Gough
Email: stewart.gough@trade.gov
Phone: +44 (0) 207 894 0459
Address: U.S. Embassy, 24 Grosvenor Square,
London W1A 1AE
Te U.S. Commercial Service Your Global Business Partner
With its network of ofces across the United States and in more than 80
countries, the U.S. Commercial Service of the U.S. Department of Commerce
utilizes its global presence and international marketing expertise to help U.S.
companies sell their products and services worldwide. Te U.S. Commer-
cial Service (CS) Global Publishing Team provides export assistance to the
publishing and printing industries. Our team of domestic and international
specialists are located in Export Assistance Centers throughout the United
States and in U.S. Embassies and Consulates overseas. To learn more about
how you can work with the CS Global Publishing Team, visit www.export.gov/industry/paper. Locate a
trade specialist in the U.S. nearest you by visiting http://www.export.gov/.
Disclaimer: Te information in this report is intended to be of assistance to U.S. exporters. While we
make every efort to ensure its accuracy, neither the United States Government nor its employees make
any claims to the accuracy or completeness of this information. Te information provided does not
constitute legal advice. References to or inclusion of material by a non-U.S. Government entity in
this document is for informational purposes only and does not constitute an endorsement by the U.S.
Commercial Service of the entity, its materials, or its products or services.
International copyright, U.S. Department of Commerce, 2011. All rights reserved.
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BE Belgium EL Greece CY Rep. of Cyprus NL Netherlands FI Finland

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