One of our contributors, Karthika V.K. of Westland, puts across the value proposition of publishing beautifully,‘Publishing is about contributing, generating readership and engaging with ideas that matter. For example, Rujuta Diwekar’s books have transformed the way people eat in India.’
In an industry where you have no 100 per cent formula for converting ideas into profit, successful books are a hit-or-miss affair. In spite of the hearty macro numbers, the economics of survival is a continuing challenge in a low price market with a why-buy-if-youcan-get-for-free mentality.As Ravi Singh of Speaking Tiger, eloquently puts it,‘every day is a bit of a battle.. .’ Yet, there is a wider perception of publishers as rapacious rent seekers at the cost of authors and readers. We explore the author-publisher relationship as well as the wealth of publishing innovations and self-publishing options on offer, to seek out the enduring value proposition of publishing in these changing times.
How has technology impacted publishing?
Technology has transformed the publishing industry both inside and out. The first wave was in typesetting and printing, making these processes faster, easier and eventually cheaper.This arguably allows books to never go out of print and saved warehousing costs alongside. Next came the
use of technology for dissemination and outreach: email got added
xviii introduction to snail mail and now social media outreach is taking this further. For researchers and pop authors alike, visibility and discoverability in the maze of free information is key and technology plays a vital role in connecting them to their audience.The seductive convenience of online selling closed the circle effectively. Books account for 15 per cent of e-commerce in the country, pegging growth at 20 per cent annually.
Increasingly now, a plethora of additional technology-led, value-added services including, assessment and outcomes, teaching aids, learning across time, space and platforms is on offer by mainstream publishers.A series of interactions with both general books and academic publishers showcases these myriad trends and the variety of ways they play out, contributing substantively to the question of the relevance of publishers in the digital age.As Vikas Gupta of Wiley, wryly points out in his conversation with us, ‘It’s all about getting noticed and getting paid!’
However, in the segmented Indian market, the traditional channels of distribution and collections sit alongside social media marketing and e-solutions.Talking to industry veterans in this space shows that the vast network of distribution with its roots in Daryaganj remains virtually unchanged and the traditional problems of slow collections, squeezed margins and spotty outreach have endured.
Yet there is some movement here too. ‘Distribution channels have become more efficient and easier with technology,’ says Ramesh Chandra Jain from Manohar Publishers & Distributors.
Who reads books now?
Another issue facing publishing is the decline in reading as books compete for screen time with other forms of education and entertainment. Educational publishing, which is purposeful and subsidized, forms the bulk of Indian publishing, has been the most stable historically, with general books publishing seeing much more volatility. Dependent as it is on government funding and policies that are in flux, uncertainties have grown in the educational space as well.
However, a silent parallel revolution of reading movements and
revival of libraries (not always defined in the traditional sense of dedicated physical spaces housing books) is unfolding.The mobile libraries of the Delhi Public Library (DPL), National Book Trust’s (NBT) mobile sales vans and the Walking Book Fairs, have taken libraries to non-metros and remote areas.The initiatives by Katha and Pratham are not new, but their expanding reach and working collectively with mainstream publishers and other agencies to grow reading and readers is. Rightly, supporting reading for children is a focus and publishers like Penguin Random House, Pearson and Scholastic see this as part of their role and objective.This is also a space where innovations are being seen every day. Says Himanshu Giri of Pratham,‘Reading is a habit and introducing children to engaging, well-illustrated storybooks at an early age works.’
Book fairs and literary festivals are not just here to stay but are growing and proliferating with the current number standing at 70. Each year the crowds at the World Book Fair in Delhi surprise industry veterans and as our conversations with the founders of some of the earliest festivals, reveal, are growing and thriving.As Namita Ghokle of the Jaipur Literary Festival says,‘the audience [at festivals] is more flexible and listening to one another…because of literary festivals, a literary community has emerged.’
Alongside we have more budding writers than ever before. It is no surprise that self-publishing is growing, book fairs multiplying and literary agencies proliferating.The growing professionalism is evident as is the discernment of writers as the catch ups with the literary agents and self-publishing companies, reveal.These were some of quickest sections of the book to get written up and are amongst the most buoyant and upbeat.
These are positive developments for mainstream publishing as Festival organizers need publishers to showcase their books and authors and self-published books often find their way to mainstream publishers, Amish Tripathi, being the most famous recent example. Big general books publishers no longer wade through their ‘slush piles’ relying on literary agents to bring them elusive bestsellers or do they? As always
in India, multiple forces are at play. Says Thomas Abraham of Hachette,
xx introduction ‘whether offered by a literary agent, or picked from the slush pile, or commissioned a bestseller is first an idea approved in-house…That is backed by the sales and marketing teams supporting the book and doing what it takes to build the first tailwind.’
Is there a future for publishers?
In spite of challenges Indian publishing lives in interesting times. Independent publishers rub shoulders with multinationals and robust local publishing business have their say alongside Indian language publishers.Translations are finally getting their day in the sun and have emerged as a bridge between the smaller and big players and between IL and E publishing.‘In translations lie our histories, identities and belonging’, says Mini Krishnan of OUP.
Tie-ups and collaborations between niche players and those with global networks are also growing.The creativity and fierce independence of the small and the scale and commerce of the bigger players come together, probably for the first time, to share their journeys and experiences and some of the creative tensions that underlie this universe seeps through.
India is one of the few markets in the world where print book sales continue to sustain alongside burgeoning e-book sales and both traditional and new forms of publishing live alongside each other, at least for the foreseeable future.
Innovations are growing as new players come up to bridge obvious gaps and existing players explore newer avenues: twitter reads, mobile apps for tutorials and tests, using AI in illustrated books and digital comics and games.Veterans and innovators tell us about these developments and more.
In recent years, industry associations have come of age and are making individual and collective efforts to build consensus on key industry issues, lobby for policy changes and grow advocacy around copyright and role of publishers in building the knowledge economy, externally. Perhaps reflecting the hurdles and difficulties we face, this was one of the toughest parts of the book to put together.
Enduring gaps in copyright awareness and publishing ethics are hurting the industry and denting its credibility in the global publishing arena which otherwise views India’s growing youthful population, higher education spending and the use of English as the language of learning and research, as a promising and steady market for multinational publishers.These aspects are covered in articles by professionals in the thick of advocacy and action, globally.
There is much for us to do as an industry collectively to impact any or all of the challenges that face us.Whether it is specific issues, like the G
ST (Goods and Services Tax) on author royalties and e-content or widespread ones, like piracy, freedom to publish and quality of educational books, it is clear that we need to come together and work with fellow stakeholders, like parents, teachers, researchers, students and, most of all, our authors, consistently and persistently, to bring positive change.
In the words of Ashok Ghosh of PHI, a veteran publisher with over 50 years of experience,‘The future of publishing looks promising…If you are in it, put your mind to do better, make more money, produce more books, find more readership, maximize your sales, and get more results.’
There is clearly much to be done and as the 65 voices in this book eloquently showcase, publishing and publishers are here for the long haul and are growing, innovating and creating, for a larger common good.
Part 1
the sector today
part i • the seCtor toDay
1 Enduring Issues for Indian Publishing 4 Asoke Ghosh
2 Indian Publishing:Today and Tomorrow 11
Vikas Gupta
3 E-Commerce and Online Selling 18
Thomas Abraham
4 Publishing Services in India 23
Anil Chandy
5 Book Distribution in India 30
Ramesh Chandra Jain
6 Distribution and Supply Chain Management 34
Ramesh K. Mittal and Pranav Gupta
the seCtor toDay Publishing in India is at once traditional, caught up in the by lanes of Ansari Road, the Old Delhi books street, and digitally aspirational, in its plush offices in the NCR (National Capital Region).The contributors in this section have weathered many publishing storms and their conversations reveal the inherent contradictions in Indian publishing where old problems and new opportunities can, and often do, coexist. Competition and collaboration between existing and new forces and entities are more visible that ever before. Local publishers are facing the heat and need to catch up with the rapid technological changes in publishing, while multinational publishers look to marry content and technology to move up the value chain.
Yet all agree that the long-standing problems of poor quality content, deep discounting and long collection cycles, piracy and re-export of low-priced editions, are challenges faced by the entire community.The distribution channels of the book trade have endured over the past 70 years with e-commerce offering complementary channels to improve visibility and outreach of books but also, unfortunately, as conduits for piracy.
Publishing services in India are used globally for their cost and quality effectiveness and this sector needs to get its due place in mainstream publishing for its contributions to local employment and to
global publishing needs.
1 enDurIng Issues
for InDIan PuBlIshIng “Publishers have the role of an educator”
Asoke Ghosh Q:Where is the Indian publishing industry placed today? How does it compare with other emerging markets?
AG: When we visit any book fair like New Delhi World Book Fair or Frankfurt Book Fair, we get to know and can make up our mind as to how publishing is doing. It is heartwarming to see so many publishers participating with thousands of books on different subjects, especially in areas that we have never learned about or studied before.This hugely encourages me to remain in publishing and work cohesively for its prosperity. I am happy to see so many people from all over the world engaged in publishing today.
According to The India Book Market: Understanding the India Book Market report by Nielsen, there are 9,000 publishers in India, with over 21,000 retailers, publishing in 22 official languages and if we include regional dialects, the total is about 1,600. Literacy, in India, is rising rapidly; it surged from 65 per cent in 2001 to 74 per cent in 2011 and is predicted to reach 90 per cent by 2020.With such impressive figures, the industry has a long way to go.
Q:What are the landmarks or milestones in the Indian publishing industry?
AG: In my opinion, publication of a large number of books and addition of more and more new players in publishing is the milestone of the industry in India. Most encouraging is the fact that a lot of publishers
from abroad are leading Indian publishing now. Due to their involvement in the publishing industry, publishers in India, though facing stiff competition, are also gaining new heights in business with partnerships and collaborations.
Also, in the last 10 years, we have seen an increase in the number of Indian authors, which I consider another milestone in the Indian publishing industry, because many of them are quite popular today for their contribution.
Q:To what extent have the changes in technology, both in production and in marketing, affected the working of Indian publishing? AG: I think the impact of technology is quite high. It has affected every sphere of publishing, including production and marketing.The internet, print-on-demand, digital publishing and e-books are the main drivers of this change.Technology has opened up significant opportunities for selfpublishing, wherein the author can publish and promote their work, and also interact with the readers. Everybody in India, from a publisher or printer to retailer, are striving towards automating their mechanism, right from pre-press to press, and from inventory management and control to the marketing of books online.Technology has given a way to Indian publishers to market their books worldwide but, at the same time, it has stolen the beauty of bookshelves, both of living room and academic libraries. Still, no doubt, the technology has changed the publishing scenario in India, of course favourably, I feel.
Q: Local Indian publishing is mostly family-run businesses.What are the changes, if any, seen in these businesses in the last decade or so? AG: In many family businesses, professional management has been brought in to compete with others.Whereas, a few publishing houses are still reluctant to give away the control to professionals as they want to have full supervision over the company. Fortunately, in most of the family-run businesses, the younger generation—the innovative minds, who are well-qualified and trained in modern technologies—is helping the company in making it technically proficient and reaching out to the
readers worldwide by having tie-ups with online marketing giants. Q:What are the enduring challenges of Indian publishing? AG: If you ask me, there are many challenges in publishing such as distribution, substandard content, cost of production, pricing a book at an affordable rate and so on. But, of course, piracy and re-export are few among the other enduring challenges in India. However, we are trying to fight this evil; prevalent in India. Since it is a herculean task which, more than money, involves time, it is difficult to have a complete check on piracy.This brings us to a big question–should we engage ourselves in publishing or pursuing?
Another challenge that I feel is the problem of cut-paste, low quality content. However, with plagiarism software, we can overcome this problem up to certain extent, and decline publication of such content. In India, sometimes people do it unknowingly, due to ignorance, as they believe that anything on the internet is copyright free and is available in public domain, which is not true. So, with the help of our various associations like FIP, API we organize workshops on copyright awareness, which is helping us a lot. Publishers should be aware that publishing of a plagiarized content is the violation of copyright norms, and they may have to face legal action or difficulty in selling their books online.
Another challenge that a publisher is facing today is the long collection cycles and problems related to overdue payments.This is the weakest link in the Indian publishing industry. One sells a book to a distributor and you are really lucky if you get payment within six months; the credit periods have now gone up to one year. In these circumstances, one may find it difficult to startup a new publishing company in India, particularly in the present situation of credit in the market.
Q:Would you agree that use of technology has enhanced these issues?
AG: No, I feel that the use of technology has addressed some of these issues.The best part is that if you sell majority of your product (books) online, you get r
eturns so quickly. But, it would have been really good if we could maintain conventional supply chain. I fully understand that
people in retail are also suffering today as they too have to invest a lot.
But breaking off this supply chain will further kill the industry in spite of high potential and future scope of publishing. Q:What is your take on e-books and other digital platforms? Why do you think local publishers have not taken to these technologies? Does the Indian publishing industry still feel threatened by these trends?
AG: Technology goes hand-in-hand with publishing.Wherever there are printed books, there will be e-books too. Each and every book of mine is available in both the versions. Many a time, a person likes to have both versions of the same book, to make his reading comfortable and enjoyable while sitting at home and, at the same time, he/she can carry the device (mobile or kindle) to continue reading the book when travelling. E-books are the future of publishing. It is quite convenient to market and supply them, and one does not even need to maintain a large inventory. Online publishing is also same; it can be done quickly, in no time.
In my view, these technologies are here to aid the publishers and do not cause any hindrance in their way. Real publishers will certainly like to embrace the technological advances and will use them for their benefit.Also, cost is not a major concern for the publishers in our country, as producing an e-book is highly cost effective; it is not at all a costly affair. If you ask me, whether I would like to print 1,000 copies or produce an e-book, immediately my answer would be the e-book!
But, the e-reader is little expensive for a common man in India. In fact, the infrastructure is not yet truly compatible for digital India. Anyway, things are changing now and people are buying e-readers for their children to make them go with the fast-paced digital age.
Q: How about online selling? Is this popular with local publishers? How is it used?
Publishers On Publishing Page 2