WHAT I SAW AT BOOK EXPO AMERICA May 2010

By all accounts of the BUZZ at the Book Expo America (BEA) in May, reports of the Publishing Industry’s demise is greatly exaggerated. For four frothy days at the NYC Javits Center, BEA showcased a panel of publishing CEO’s, a gaggle of Celebrity Authors (Fergy, Jon Stewart, Barbara Streisand), seminars on Digital Technology and Self-Publishing, and acres of booths featuring everything related to books. As an aspiring novelist, I took a gander to get a feel for the industry and found it: Robust.

The EXPO opened with a panel of publishing top guns – 5 males, 1 female - set in plush chairs to discuss the “Value of the Book.” In an era of extraordinary change in publishing and marketing technology, most panelists were less than inspiring. Publishing Titans from Farrar Straus & Giroux, Ingram, Penguin and even author Scott Turow mostly groused about problems in the E- book market - from piracy to price. They also focused on how to protect the current physical book infrastructure and compensation model despite the 10% digital audience that is predicted to grow to 60% in 5 years. Although E-publishing was first discussed ten years ago, the CEO’s did not reflect an industry prepared for where the marketplace is going, what customers want or changes in delivery systems such as Print On Demand. While faced with the same industry problems that smacked the music industry, most of the panelist resembled the parable of the boiling frog: Place a frog in tepid water, turn up the heat and watch it acclimate until boiled to death.

In contrast, Bob Miller, newly appointed Group Publisher for Workman, (parent company of local author Diana Well’s books) envisions greater possibilities of expanded content in the digital format and a bigger pie to cultivate. He also had unchecked optimism for publishing companies who focus on curating great content. “There is an assumption of scarcity – fighting over a limited number of cookies in the jar. I want us to go back to finding out how to make more cookies, make abundance and compensate our authors by selling millions of their books – in print, on-line, E-Book, audio and however else.”

American Booksellers Association CEO, Oren Teicher, challenged the panel to “see better around the corners” and cautioned their complacency. “In a changing world, we don’t have a choice. As an industry we can publish beautiful coffee table books, internet books and inexpensive books, simultaneously. We have to hear our customers and give them a variety.”

The funniest panelist was Esther Newberg, agent and executive VP for International Creative Management who advocated for authors by needling publishers for better compensation on E-books and consistency in publishing contracts. She chastised the industry for its lack of polling and having no idea where the marketplace is. While expressing fear as to what will happen in the future, she summed her feelings as: “One good thing about being old is I won’t have to deal with this much longer.”

After two days of educational seminars, I swam into the enormous Show Arena where publishers, distributors and suppliers displayed their wares. Lines of booksellers, librarians and book lovers snaked around booths, waiting for free author-signed copies of new releases. Publishers from across the world and country presented every type of book imaginable. Mega publisher Penguin’s hubbub with a wide variety of new titles - whose life span is 6 to 12 months - was in sharp contrast to the small steadiness of Minnesota’s Tristan Publishing. Quietly displaying beautiful “Books With A Message”, the husband/wife team never “backlist” books that are marketed continually, worldwide, year after year. While catchy blurbs sell books, most booth banners listed only a company name but a few included a self-explaining tag such as: “Science and Math Through Literature,” which was a big help when cruising the miles of aisles.

The most exciting booth was also the most surprising. Wandering along, I was suddenly accosted by a pirate asking if I’d like my picture taken. “Aargh, why not,” I said in my best Shmee voice. Then I realized it was the L. Ron Hubbard booth (yes, scientology) and gasped. The pirate drew me into a booth I would have skipped and missed an amazing new series of action/adventure stories for boys. Before Scientology, Hubbard wrote 153 stories in the 1930’s and 40’s which Galaxy Press is now producing into 80 books over the next 6 years, with retro covers depicting the pirates or private eyes or damsels in the story. They also created unabridged audio versions in a Reader’s Theater format with each character played by a different actor. Plus they offer CD’s with music, sound effects and scripts so the “Radio” plays can be produced in schools. The Boy Scouts of Iowa have bought the series and are hosting the Reader’s Theater show at their July 4th celebration. Besides engaging boys in reading, the books are also great tools for improving vocabulary and learning English. For me, it deserved ‘Best in Show’. (Copyright:Matsonhahn@yahoo.com2010)