Irish Publishers, learning to compete?

As part of an ongoing debate about Irish publishers' birthright to the Irish market, hackles were raised a while back by CLÉ president, Tony Farmar, with this article in the Irish Times. Should you not have a log-in for the IT, I'll quote the salient points in italics.

-The average European country publishes four times as many titles per head as we do. In terms of titles per million of population, Ireland is actually the weakest performer in the whole expanded EU.

- Unprotected either by language or distance from Britain, fewer than one in five literary and general books sold here are Irish-published. As far as books are concerned, Ireland is still part of the British Empire.

-There are four historical and structural reasons for this situation:
the powerful British publishing industry
Irish authors find British publishers difficult to resist
the radical shift of the terms of trade in favour of retailers
the Irish are reluctant book readers

Reading between the lines, from this I understand that Irish publishers don't know how to compete. Here, the President of CLÉ, compliments the Brits on their "honed marketing skills and deep pockets". Having seen a couple of truly unremarkable marketing and publicity campaigns by small Irish houses, and heard the moans of the smaller-circulation Irish press on their difficulties securing review copies, I wonder why CLÉ is not lambasting some of its own members for failing to make the most of what resources they have, or indeed, as an educating body, why they themselves don't endeavour to teach small presses how to hone their own marketing skills with an aim to, you know, making money, which they could then invest in future titles.

As for the Irish not buying books, 10% of books sold on the two islands are sold in the Republic of Ireland. Try that one on for size, population-wise. Ever see the clever Irish-themed tables at (UK) bookshop chains like Waterstone's and Hodgy Figg? UK booksellers, and increasingly Irish ones in city-centre Dublin like Eason's, Hughes & Hughes, Books Upstairs and the like, have come to realise that summer sales skyrocket thanks to... you guessed it, the Yanks buying books on holiday.

And every so often, we get a window into a displeasingly familiar way of thinking, with left-fielders like, "There is, of course, no knowing what unconscious Anglicisations are necessary to make Irish writings attractive to English tastes". Impossible to know where to begin with that one, so I'll leave it be.

In response to his own question, 'So what can be done?' Farmar comments,
The ideal structure of a viable publishing house is one that synergises the skills, interests and risks of different types of publishing. The hectic life of a Christmas best-seller sustains the long-term risk of "high art" literary publishing. Irish publishers are keen to develop more literary publishing, but this has to be done in the context of a healthily balanced set of activities.

Although the stories we tell ourselves in high literature are important, they are by no means the only way in which people's understandings and social capital are fostered. Not everyone has the mental stamina for John Banville or Nuala Ní Dhomhnaill. Less refined, more mediated books spread culture in its widest sense to a bigger audience. Books on such topics as local history, political issues such as "Boston versus Berlin", having a baby here, Celtic prayer, GAA, folk music, and our experience of cancer, are the "long thoughts" of a nation, for which locally published books are the uniquely appropriate medium.

Indeed. As someone who routinely scans Irish publishers' webpages for jobs, I can tell you that local history, health, the GAA and local and political histories are the mainstay of more than half of CLÉ's members, so that appears to be nothing more than back-patting - absurd, to my thinking, because this is Real World Business 101. I wish that I could comment on the sales of such titles, but I do know that they have absolutely no appeal for foreign rights sales. I would love to talk to someone in the know about rights sales in Ireland, as I know that they bring in a decent amount of income for publishers everywhere else in the world. I beleive that the expression is 'money for old rope', but maybe our situation is unique.

The promotion of a vigorous service by local publishers to local writers would seem to be an obvious responsibility of the Arts Council. However, the Arts Council's remit is to "literature", and it is unlikely that any possible widening of that term could include publications on looking after an elderly parent or proportional representation, however culturally useful they may be. We therefore need - as has been evolved in Canada, for instance - an approach to supporting publishing because of its wider contribution. Recently, Michael Ondaatje, the Sri Lankan-Canadian novelist and poet ... has acknowledged the "dedicated nurturing" that Canadian publishers, supported by their Book Publishing Industry Development Program against a similarly "over-mighty neighbour", were able to give him and authors such as Margaret Atwood, Yann Martel, Carol Shields and Rohinton Mistry.

This is simply nonsensical. He says that he wants a widening of the terms of 'literature' as decreed by the Arts Council, and that we should look to the Canadians for an example. But what about that list does not say 'literature' to you? OK, Yann Martel is YA, but literary YA, and Carol Sheilds might be forced into 'women's fiction', but commercial they ain't. Literature IS art, that's why the Arts Council happily supports it. Commercial writing, as he outlines above, is the kind that makes publishing houses money and affords them the luxury of publishing literature. Looks like the Canadians have this one figured out just fine - why don't we?

He then goes on to compose a laundry-list of demands for the Arts Council, suggesting among other more sensible ideas,
privileging Irish-published books in public libraries and other institutions. The EU rightly sees books as the backbone of national cultural identity, and is prepared to allow otherwise iron rules, for instance in competition law, to be waived in their favour. In terms of literature, but particularly funding new literary talent and initiatives, I couldn't agree more, but folks, publishing is a BUSINESS. The people who run publishing houses must heed Farmar's advice and learn to balance what sells with what's art, and publish accordingly.


And as ever-on-the-ball Eoin Purcell points out, it's only going to get worse in terms of the British Invasion, but the subject was closed for the moment as far as the Irish Times were concerned - my letter to the editor, below, wasn't published.

"As a recent (and hopefully short-term) Irish expat working in the British publishing industry, I share Tony Farmar's frustration with the state of Irish publishing in his article of June 20, 'Is Irish publishing on the edge?'.

I would, however, like to point out the exodus of home-grown authors to Britain is not the only drain of Irish publishing talent. In addition to the 'obvious advantages to being published in England', it is short wonder that Irish authors are so sought after by well-established UK presses when the ranks of these same institutions are increasingly filled with young, talented Irish staff.

When in 2005, armed with an honours degree and considerable relevant experience, I found myself unable to find paid employment of any kind within Irish publishing, I relocated reluctantly to London for a graduate trainee scheme. There I joined the Society of Young Publishers, where I was surprised to be greeted by their large Irish membership as part of an ever-growing circle.

Apparently, I was not alone, and most had left when confronted by the financially strapped, closed world of Irish publishing.

I am proud and indeed relieved to have since secured a full-time editorial position in one of those prestigious publishing companies to which Mr. Farmar refers. I enjoy my work and benefit from working on a challenging and diverse fiction list in a highly respected publishing house, but I look forward tothe day when I can return to apply my skills to the works of Irish authors. I hope that publishing houses in Ireland heed Farmar's advice, but that they also attack the task of developing their lists to balance literature, commercial fiction and domestic non-fiction with titles of international interest, which might help to generate profit through improved sales of foreign rights. Furthermore, the industry must address its continuing failure to publicise, market and distribute their books effectively abroad.

Then, rather than bemoaning the success of their British counterparts, Irish publishing might welcome home experienced Irish staff and create suitable publishing houses for our great Irish literary talent."