Marco Polillo ([email protected]) Associazione Italiana Editori Corso di Porta Romana 108, Milan Italian publishing: export efforts in a

Marco Polillo ([email protected])

Associazione Italiana EditoriCorso di Porta Romana 108, Milanwww.aie.it

Italian publishing: export effortsin a difficult market.

Production.

6.0%

16.8%

77.2%

81.1%

19.700

55,476

11.9%

7.2%

58,829

84.6%

8.5%

6.9%

Book production figures.

213.2 million copies are printed and released onto the market every year.

Number of titles on sale: 690,279 (2010; Source: IE)

Source: AIE research office from Istat data

4,002 4,0713,300

6,574 4,991

15,200

44,970 49,767

1,200

1980 2000 Present

Children’s School Miscellaneous

77.2%

81.1% 84.6%

19,700

Classics 280 11.5% 444 11.4%

Adult fiction 1705 70.0% 2,361 60.8%

Detective/mystery 204 8.4% 312 8.0%

Science fiction and fantasy

99 4.1% 155 4.0%

Horror 17 0.7% 63 1.6%

Erotica 12 0.5% 38 1.0%

Romantic fiction 90 3.7% 252 6.5%

Poetry 29 1.1% 61 1.6%

eBook figures by genre.

+60.4%

+42.2%

+35.4%+42.0%

+28.6%

+56.7%

8,196

02_2011Total

Number of Italian eBooks in January 2010: 1,619.

Source: AIE research office from IE data

321

2,436

662407

1,309

5,135

515

3,885

897578

1,684

7,559

Children’s /Children’s fiction

Adult fiction Generalnon-fiction

Practicalnon-fiction

Specialistnon-fiction

Nov_2010 Jan_2011

Reading:the potential market

Source: AIE research office from Istat (Multiscopo) and FEE data

The number of readers of at least one book in the previous 12 months (population >6 years old) went from 39.1% in 1995 (23 million readers) to 46.8% (26.6 million): +15.7%.

Despite the growth – and the consequent expansion of the potential market – Italy is still the smallest "domestic" market of the large publishing markets in Europe: France, 70% (> 15 years old, 2008), Spain 55.1% (2009); Germany (80%; of whom 45.0% read one book a month); etc.

39.1%

40.9%

41.6% 41.9%

38.3%

42.7%

40.9%

41.4% 41.4%42.3%

44.1%43.0% 44.0%

45.1%46.8%

1995 1996 1997 1988 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Population aged over 656,664,000

The reading pyramid

Readers of at least one book: 45.1%

25,546,000

Readers of 1-3 books: 20.3%

11,521,000

Readers of more than 12 books: 6.9%3,883,000

Readers of 4-11 books: 17.9%10,142,000

Base: Population aged over 6 reading at least one non-school book in the previous 12 months

Source: AIE research office from Istat (Multiscopo) data

The market and the publishers.

*

+2.9%

+25.0%

+2.3%

* Includes digital products and services provided (refresher courses, magazine subscriptions, etc.) or special terms for the purchase of professional books.

Breakdown of distribution channels: 2010.

e-books; <0.1%

Excludes 350 mln euro from piracy

(photocopies; estimate)

3.408 bln euro

Source: AIE research officeSource: AIE research office

Retail purchasing consortiums

Online bookshops

Bookshops

Trade; 42.4%

Adopted in schools; 19.6%

Electronic publishing; 7.7%

Databases; 2.9%

Serials; 6.3%

Collectibles; 4.7%

VPC and book club; 5.7%

Book exports; 1.2%

b2b (libraries + special initiatives);

3.7%

Other (non book, half price); 5.8%

78.2%

4.3%

17.5%

1

1.324

1.399

1.446

1.26

1.28

1.3

1.32

1.34

1.36

1.38

1.4

1.42

1.44

1.46

2008 2009 2010

Total trade market in billions of euro (cover price)

Figures for 2010 (trade channels).

Source: Nielsen BookScan for AIE

Var:

+5.7%

Eu

ro

Var:

+3.4%

+1.8%copies

1,399 mln euro 1,446 mln euro

Var:

+3.4%+1.8%

Var:

+5.7%+2.3%

+25.0%

+2.9 %

Market: 2008-2009 trade channels /2

Source: Nielsen BookScan for AIESource: Nielsen BookScan for AIE

17.6% 17.5%

4.3%

78.9% 78.2%

2.5%

2009 2010

Retail purchasing consortiumsOnline bookshopsBookshops (chains + independent)

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

1100000

1200000

1300000

P11 cum 2008 P11 cum 2009 P11 cum 2010

Th

ou

san

ds

TotalRetail purchasing consortiums

TotalChains

TotalInternet

TotalBookshops 41.0%

37.9%

3.5%

17.6%

37.9%

40.4%

4.3%

17.5%

Var:

+3.4%

+2.9%

+5.9%

+25.0%

-2.8%

Euro

43.3%

36.0%

3.1%

17.5%

+5.7%

The trade channels: chain stores overtake bookshops / 3


2008 2009 2010

38.9%

15.1%

18.5%

15.7%

12.8%

37.2%

14.9%

19.9%

15.2%

13.4%

Var:

+4.7%

-1.7%

+5.0%

+1.7%

+0.5%

+5.2 mln euro

+6.6 mln euro

*Excluding retail purchasing consortiums

Euro

15.6%

18.4%

15.4%

12.9%

Trade channels: + Children's & Young adults and Practical non-fiction: 2008-2010.*

Source: Nielsen BookScan Italia

2008 2008 20100

100000

200000

300000

400000

500000

600000

700000

800000

900000

Th

ou

sa

nd

s

Children’s &Young adults

Specialistnon-fiction

Practicalnon-fiction

Generalnon-fiction

Fiction

13.4%

15.2%

14.9%

37.2%

12.8%

15.7%

15.1%

38.9%

12.9%

15.4%

15.6%

18.4%

37.7%

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

Th

ou

san

ds Paperback Hardcover

18.1%

81.9%

18.6%

81.4%

Var:

+2.9%

+6.6%

*Excluding retail purchasing consortiums

Euro

20.3%

79.7%

Var:

-0.5%

+10.6%

The paperback gains ground: 2008-2010.*

Source: Nielsen BookScan Italia

2008 2009 2010

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

P11 cum 2008 P11 cum 2009 P11 cum 2010

Th

ou

san

ds Rest Small publishers

88.3%

11.7% 13.0%

87.0%

* The term "Small publishers" refers to publishers who exhibit at “Più libri più liberi”**Excluding retail purchasing consortiums

Euro

+2.1%

+14.9%

Var:

+0.9%

+6.1%

Var:13.5%

86.5%

2009-2010 small publishers* above average** / 5


2008 2009 2010

In 2009/10 they “led“ the growth.

They account for 13% of bookshop sales.

Nielsen figures are similar to 2007 and 2008 figures from Libris.

0

100,000

200,000

300,000

400,000

500,000

600,00

700,000

800,000

900,000

1,000,000

Th

ou

san

ds Rest Small publishers

90.2%

9.8%10.6%

89.4%

Euro

+3.7%

+2.3%

Var: 9.7%

90.3%

+0.5%

+11.4%

Var:

2009-2010 small publishers* without the new "big names" in the book trade** / 5

* The term "Small publishers" refers to publishers who exhibit at “Più libri più liberi”. It does not include Newton Compton and Fazi**Excluding retail purchasing consortiums


2008 20102009

The increasing role of exports.

Source: AIE from ICE-Doxa figures for 2001-2007; 2008-2010 AIE estimates from publishers' data

-3,600

-3,419

Historically, Italian publishers have kept an eye on what foreign houses publish: 00.0% of published titles are translated works (however, in the 1990s this figure was 23-25%).

Over the last decade, the capacity to sell publishing rights to foreign publishers has grown (+155%): fiction, children's books, photo/picture books, design, etc.

+48%

+155%

4,590

8,009

1,8002,060

2,3802,660 2,620

3,2303,490

4,025

5,400 5,4005,800

6,1206,640

6,980

7,730

9,555

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Sold Acquired

Growth in children's books for export

Since 2001, the gap and differentiation between the sale and acquisition of publishing rights in children's publishing have gradually and constantly decreased. Between 2009 and 2010 the situation turned "positive" (+324 titles).

The picture would be even stronger if figures for co-publishing (and publishing packages), graphic work and Italian illustrators working on the international market, etc. could be included.

Sale and acquisition of rights.

Source: AIE research office from ICE-Doxa figures for 2001-2007; 2008 and 2010 AIE research office

Neg

ati

ve

bala

nce:

-76

4

Posit

ive

bala

nce:

+

32

4

1,283

1,250

1,100

1,210

1,239

1,3691,321

1,3841,439

486

680738

528468

766

1,004

1,353

1,607

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Rights acquired Rights sold

A growing number of titles starts out as books with possible international spread.

This means new and different author policies (narrators, illustrators); graphic quality; co-publishing.

Sale and acquisition of rights.

* Il libro? Vale solo se tradotto?, Sole 24 Ore, 21.02.2010, pg. 29.

Source: AIE research office from ICE-Doxa figures for 2001-2007; 2008 and 2010 AIE research office; Liber.

Tit

les:

new

tit

les/r

igh

ts s

old

% o

f all n

ew

tit

les w

hose r

igh

ts h

ave

been

sold

486

680 738

528468

766

1607

2,243 2,2012,101

2,275 2,317 2,347 2,3322,204

2,111

1,004

1,353

35.1%

309%

21.7%23.2%

20.2%

32.6%

43.1%

61.4%

76.1%

-

500

1,000

1,500

2,000

2,500

2001 2002 2003 2004 2005 2006 2007 2008 2009 20100.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Rights sold New titles % Titles sold / published

Italy

Europe65% export

Asia21%

North America4%

1,186 ti

tles

(+18%

)

186 title

s

(+101%

)

67 titles

(+0%

)

Publishing areas where rights are sold (2010).

Europe remains the main market for the sale of rights.

Values in % and number of titles (2007/10).

Central and South America

7%

12

8 t

itle

s

(+8

3%

)

Asian markets, with a 21% share (14% in 2007), are currently the second region, widely overtaking North America; although starting figures were very low until a few years ago, their growth rates are extremely high.

North America shows again the lowest growth rate: unchanged.

Exchanges with Central and South America are on the increase: 7% of the market share (+83%)

Source: AIE research office from figures supplied by publishers

[70%][5%]

17.6%

5.6%6.3%

2,8%3.0%4.6%

28.2%

8.2%4.8%7.2%

4.3%

7.4%

Countries where rights are sold (2010).

France

Germany

UK

Portugal

Spain

GreeceScandinaviaPolandHungaryBalkans

Russia

Other countries


19.0%

Asia; 20.5%

Middle East; 3.4%

Central and South America; 7.1%

North America; 3.7%

Others; 0,2%

Europe; 65.1%

Europe

Asia

North AmericaCentral and South America

Other

countries

Comparison between large and small publishers (2010).

Higher "transaction" costs, spread over a smaller number of titles in

absolute terms, with fewer serials.


3.5% 5.8%6.8%

10.7%3.7%

2.9%

19.8%14.9%

66.2% 65.7%

Large Small independents

Documents

Marco Polillo ([email protected]) Associazione Italiana Editori Corso di Porta Romana 108, Milan Italian publishing: export efforts in a