Professional Documents
Culture Documents
Publishing in RUSSIA
A young and aggressive market focused on more cross-cultural exchanges and closer ties with the global publishing community
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COVER PHOTO ISTOCKPHOTO / MIKIE 11
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I believe, should be commensurate with sellers hit millions of copies, while forthe quality of a book. There is a definite eign titles make up less than 13% of all need for some adjustment in the e-book titles published in 2010, we fully market. expect to see increased rights activity In view of the need to close the loopwith the West and Asia in the near holes, encourage reading, and promote future, adds v-p Alexandra Shipetina Russian literature abroad, several organi(also v-p of Centrepolygraph), who will zations have been hard at work to push be traveling to the Beijing Internathat agenda. tional Book Fair this August with The most important and aggressive is other RBU delegates, and working on the Federal Agency of Press and Mass events for the 2012 BookExpo AmerCommunications (FAPMC). It is responica. Meanwhile, government funds for sible for implementing new technoloreading promotions and antipiracy gies, promoting reading, and providing campaigns are on their way to RBU. a regulatory framework for the industry. The seven-year-old Mikhail ProkhoIts goals are also to promote Russian litrov Foundation is a privately funded erature and forge closer links with the organization aggressively promoting rest of the publishing world. Deputy contemporary Russian literature and head Vladimir Grigoriev, one of the thought to the world. Irina Prokhofounders of the prestigious Russian Big rova, cofounder and chairperson of the Book Prize, is a key driver in the camexpert board (as well as publisher/edipaign to put Russia on the global pubtor of NLO, or New Literary Observer), lishing map because, as he has said, says, Our Transcript program is an Russian literature should know no international grant competition, in boundaries. which we provide translation supNext comes the Russian Book Union portin any foreign languagefor (RBU). It represents the whole book Russian fiction and nonfiction titles. community, encompassing the publishAmong the 31 authors supported by ing, printing, library, and educational Transcript last year were Victor Zhisectors. Keeping its 200 full (and 1,500 vov (Languages and Culture in Russia in associate) members abreast of developthe 18th Century), V. Voinovich (The ments pertinent to the industry is the Displaced Person), and Leo Klein (The organizations main focus. Less known Phenomenon of Soviet Archaeology). Tranbut no less important is RBUs relief proscript, launched two years ago with a gram to help provincial bookstores cope budget of $400,000 annually, accepts with high rents and competition from applications year-round. So far, more retail chains that are selling more profitthan 530 have been processed, of able goods. Last year, which 102 have been RBU, with support from granted. Selections are FAPMC, managed to permade four times a year suade the customs departwith the final decision ment to maintain tax based on four main criterelief on imported paper ria: total rights fee and meant for the book pubtranslation cost, quality lishing industry. of translation, imporPromotion of Russian tance of the author or literature abroad is not title, and publishers yet on RBUs agenda, but reputation. it is working on more The foundation also events to promote coopestablished the NOSE eration between Russia (New Prose) literary prize and the international Alexandra Shipetina, v-p of the in honor of 19th-century publishing community. Russian Book Union (as well novelist Nikolai Gogol on Since our national best- as v-p of Centrepolygraph) the 200th anniversary of
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Debut books are published by GLAS, a continuing series of contemporary Russian writing in English translation, the most comprehensive English-language source on Russian letters today. www.glas.msk.su Ordering information: UK: Centr al Books/Inpress www.inpressbooks.co.uk USA: Consortium Book Sales and Distribution www.cbsd.com orderentry@perseusbooks.com
Two friends. One Jar. The Universes DNA. What could possibly go wrong?
FINDERS KEEPERS
A novel by Russ Colchamiro
A strong debut from a very imaginative writer. Publishers Weekly
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Exploring opportunities in rights exports and e-books while busy adding translations to originals
The current crop of Russian publishers is collectively on the young side, many of them born shortly before the dissolution of the Soviet Union in 1991. Then, teething problems were many and the growth path rocky at times. But today these publishers produce nearly 120,000 new titles per year, placing Russia firmly in the #4 slot in global ranking (after China, U.S., and U.K.) in terms of output.
of banned titles. Unfortunately, new writers had little chance of being noticed in this influx. But since the 2000s, Russians have started to take more interest in internal affairs, and the wild capitalism ride offers a lot of content for fiction. The time has finally come for new voices to be heard. Those writing in the early 1990s have managed to get their works published in the early 2000s and are gradually becoming known here and abroad. Lets get a closer look at the industry through the operations of 14 publishers (in alphabetical order).
o one sums up the industry today better than Natasha Perova, publisher and founder of GLAS: Pulp fiction triumphs over literary fictionin Russia and elsewhere. Tolstoy and Dostoyevski would have a tough time getting published todaythey might not even win the Booker or other major prizes. While the current Russian publishing scene is a far cry from what it used to be during the Soviet era, it is nowhere as developed as in the West. The distribution system, for instance, collapsed with the demise of state-owned publishing, and it hasnt been restored to this day. Back in the early 1990s, after censorship was lifted, people rushed to catch up with world literature, resulting in a frenzy of translation and also publication
Azbooka-Atticus
The third largest publisher in Russia with around 5% of the market, AzbookaAtticus holds exclusive rights to such authors as Janus Leon Wisniewski, Milan
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Eksmo AST Prosveshcheniye Azbooka-Atticus Rosman Drofa OLMA Media Group Fenix Ripol Classic Ekzamen Veche Centrepolygraph Piter Mir Knigi Ventana-Graf
9,663 9,333 1,646 1,481 1,146 1,115 1,099 1,016 979 894 894 732 622 587 455
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Eksmo AST Prosveshcheniye Drofa Azbooka-Atticus Ekzamen Rosman OLMA Media Group Ripol Classic Ventana-Graf Mir Knigi Centrepolygraph Veche Piter Fenix
78,804 72,255 48,791 17,122 14,913 14,556 12,317 10,632 8,194 6,916 6,372 4,787 3,973 3,061 3,058
of merchandise from Disney, Sanrio, Fox, Warner Brothers, Hasbro, Mattel, DC Comics, and others. According to president Oleg Bartenev, There is an urgent need to work with our foreign publishing partners to obtain digital rights for titles licensed to us. This is one way to reduce piracy of e-titles. Given that around 30% of published titles will migrate to e-book format, it is critical to close loopholes that allow piracy to happen. For AST, the plan is to retain our market sharecurrently estimated at 20% of the industryin the traditional format while using more sophisticated designs and printing methods to discourage illegal scanning of our titles.
AST
From its humble beginning as a bookshop in 1990, AST has produced nearly 33,000 titles within the span of 22 years. It often vies with Eksmo for top billing as Russias biggest publisher. Around 30% of its list is translated, and it reads like a whos who of the fiction world: Stephen King, Stephenie Meyer, John Grisham, Sidney Sheldon, Nicholas Sparks, Paulo Coelho, and Wilbur Smith. Homegrown talents are not few either, and these include Boris Akunin, Pavel Basinsky, Edward Radzinsky, Sergei Lukyanenko, Dmitry Glukhovsky, and Polina Dashkova. On the childrens side, various licenses have resulted in a range
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Given that AST prints at least 60% of its titles at two wholly owned facilities, the plan is definitely achievable. At the same time, Bartenev continues, content and design for print books must go a notchor a few notcheshigher to compete with other media out there. Take fashion magazines as an example. They didnt die because of sophisticated televisions or the availability of fashion channels. They get more design based and content oriented to compete. For the book industry, I would cite Dorling Kindersley, one of our publishing partners, for setting the standards in merging content and creativity. For the foreseeable future, AST (derived from the first letter of three of the directors names: Andrei, Sergei, Tatiana; Oleg and Igoz are the other directors) aims to cover every book segment. Its 800 editors, divided into 40 teams, also work with big magazine brands such as National Geographic and DeAgostini. With more than 330 stores within its Bukva chain (with plans to add 50 shops annually), AST has also made huge injections (to the tune of $50 million) into ailing retail giant Top Kniga. They account for 40% of our sales, and we simply cannot afford to see such a vast distribution network collapse. It would be catastrophic for the whole Russian book industry. Bartenev is also trying to read further into the nations changing demo-
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is an international grant competition launched in 2009 by the Mikhail Prokhorov Fund, a private charitable foundation, to promote contemporary Russian literature and thought throughout the world.
We offer:
costs;
Full or partial payment of the rights; Full or partial financing of translation Partial support of printing costs
for non-fiction books.
www.prokhorovfund.com
the translation from Russian into any foreign language; Applications are accepted year round and decision is made four times a year (January 31, April 30, July 31, and October 31); Publishers may apply for a grant before they have signed a contract with the rights holder.
Eksmo
Bookselling was how Oleg Novikov and Andrei Gredasovcurrently CEO and editor-in-chief respectivelystarted Eksmo back in 1991. Since then, organic expansion and various acquisitions have turned it into one of the largest book publishing and retail companies in Russia. With 81 million copies printed per year and around 10,000 titles in its catalogue, Eksmo has major stakes in different sectors of the book industry, including retail (with nearly 200 stores through the chains Bookvoed, Bibliosphera, and Chitay-gorod) and an e-bookstore (LitRes). For a general trade publisher that started with only one title (on history) in 1993, it accounted for 20% of the total Russian book sales last year; it was 18% in 2009. Acquisitions in the retail sector have allowed us to be the biggest retail operator in Russia, and this lays a strong foundation for our future expansion, says Novikov, whose company also owns publishing and retail concerns in Ukraine. The only Russian publishing company to run a mySAP ERP system to integrate the various divisions in its vast operation, Eksmo currently has eight regional distribution centers, both in Russia and outside Moscow, St. Petersburg, Nizhny Novgorod, Samara, Ekaterinburg, Rostov-on-Don, and Kiev, Ukraine, and Almaty, Kazakhstanand is working on expanding the network further into the often neglected eastern regions of Russia. Blockbuster authors abound among Eksmos 8,000-odd names, with fiction
Centrepolygraph
This has been the Russian home of Harlequin for the past 16 months. The popularity of such Harlequin authors as Nora Roberts, Tess Gerritsen, and Debbie Macomber is making Centrepolygraphs latest publishing program a runaway success. At least 172 Harlequin titles have been translated since the deal was sealed by v-p Alexandra Shipetina. Laying the groundwork was tedious as we had to relook at our whole operation prior to signing the agreement, she says. We expanded our sales channels, put in a new editorial team, created a special Web site to promote the line, and ramped up our marketing team for this. Recently, the contract was amended to cover digital rights, and her team are now busy working with LitRes, Russias biggest digital bookstore and content aggregator, to have the titles converted into e-books and prepared for downloads. Names like Nora Roberts are highly recognizable and enthusiastically accepted by the market, says Shipetina, but it needs more time to know new authors such as Macomber, for whom we have to make additional promotional effort and learn to be patient. We are translating one author at a time while planning a focused marketing campaign to promote each one. And to ensure the widest and most cost-effective distribution of Harlequin titles, the company has inked an exclusive deal with Russian Post to make use of its 39,000-odd sales offices and 80 regional hubs to reach readers in every corner of the nation. Ranked #12 in the industry in terms
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of output in 2010, the company was founded by chairman Dmitry Shipetin in 1990. It remains until today a general trade publisher specializing in fiction, memoirs, history, popular medicine, and self-help, and it has not been tempted to enter the childrens, educational, or business segments. With translations currently accounting for around 25% of its catalogue, Centrepolygraph is known in Russia for introducing such authors as Peter James, Ann Granger, James Hadley Chase, and Vicki Myron. Im proud to say that we started Russians reading translated thrillers and detective stories, and now romance. We were also the first to translate titles on famous politicianslocal and foreignsuch as Jung Changs work on Mao Zedong. As for original titles, we developed two unique series of autobiographiestotaling 500 titlesof Russian and German soldiers of WWII, says Shipetin, whose company is also famous for another original series of more than 100 autobiographies in the history of Russia during the Communist revolution and the fall of the monarchy in the early 20th century. Asked to recommend authors that may appeal to foreign publishers, Shipetin reels off several names, including nonfiction author Valery Sinelnikov, whose You Must Love Your Illness has six million copies in print, and fantasy authors Dmitry Khvan, Roman Haer, and Igor Chuzin, whose works are published in the series Our People Out There. Contemporary Russian authors remain largely unknown to foreign publishers and readers, and we hope this situation will change soon.
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emerging as its strongest (and bestknown) segment. Foreign names in its catalogue (of which 25% are translations) include Stieg Larsson, Danielle Steele, Haruki Murakami, Arturo PrezReverte, Agatha Christie (since 2008), and Eoin Colfer. As for Russian authors, this is the house of Darya Dontsova, Tatyana Tolstaya, Tatiana Ustinova, Ludmila Ulitskaya, Yuri Nikitin, and Viktor Pelevin. Dontsova, nicknamed the queen of detective stories, is the most published author in Russia, with a total print run of 122 million copies, while Ustinova takes third place with around 30 million. Some Eksmo authors, such as Dontsova, Ulitskaya and Pelevin, have had their works successfully licensed to foreign publishers, mostly European. But rights sales are tough going, adds Novikov, currently vice chairman of the Russian Book Union and an expert considered by many as the spokesperson of the Russian book industry. The trends in the marketplace point to growing interest in childrens books, hobbies and crafts, cooking and popular literature. And these are the areas that Eksmo will focus on for the next two to three years. Far-sighted Novikov, who started a culinary magazine, Bread & Salt, two years ago, has developed a related Internet portal, which boasts more than two million visitors per month. At the same time, he has launched
GLAS
Few publishing houses work harder than GLAS to promote works by contemporary Russian authors. Winner of the Rossica Prize for best translations in 2007 (for 7 Stories by Sigizmund Krzhizhanovsky) and again in 2009 (Iramifications by Maria Galina), GLAS has just partnered with Consortium Books to distribute its titles to non-British Commonwealth countries. We publish the best of contemporary Russian fiction in English. In fact, many authors appeared in English for the first time with GLAS, and some were then picked up by overseas publishers, says founder/publisher Natasha Perova, who works with American and British translators. She has just reprinted Michele Berdys The Russian Words Worth: A Humorous and Informative Guide to the
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Meshcheryakov
Wo n d e r f u l t h i n g s h a p p e n e d a t Meshcheryakov: a former banking executive became its founder and publisher, and a biologist won the nations best book award. For Vadim Meshcheryakov, childrens books in Russia used to be little segments in big publishing houses: Commoditylike, they were available in big quantities but low on quality. Bookstores, on the other hand, were very conservative in stocking them. As a former banker with good knowledge of how business is done, I set up this publishing house six years ago to provide both quantity and quality. The latter is certainly in abundance when one thumbs through Meshcheryakovs catalogue. A particularly striking title is The Insects Letters by biologist Olga Kuvykina. The 2010 Book of the Year, announced at the Moscow International Book Fair, was also a finalist in the Enlightener contest alongside many noteworthy nonfiction books meant for adults. Although translations take up only 10% of its list, Meshcheryakov offers many works by top European illustrators (Arthur Rackham, Jon Bauer, Charles Robinson, and Mabel Lucy Atwell) and was the first to introduce Finnish author Mauri Kunnas and Italian writer Silvana de Mari to Russian children. This year, we are planning to release two titles by
The Insects Letter, winner of the 2010 Book of the Year award
New Zealand author Margaret Mahy, whose works have been published only in magazines. The demand for foreign contemporary titles is stable but not high enough to generate bestsellers. Classics such as those by James M. Barry and L e w i s C a r r o l l r e m a i n p o p u l a r. Meshcheryakov publishes about 150 new titles per year (I wont be embarrassed by any of the front- or backlist titles; they are all good) and is focused on publishing for the Russian market instead of selling rights (since we are truly a nonentity in the global publishing industry, and even more so when it comes to childrens books). The dream of gathering all childrens publishers under one roof while providing a genre-specific distribution network prompted Meshcheryakov to set up Curiosity Shop for Childrens Books last year. We have four stores nowin Moscow, St. Petersburg, Rostov, and Nizhny Novgorodrepresenting around 40 publishers, and the plan is to set up shop in 10 other cities with populations in excess of one million this year. Its a three-pronged approach: creating new markets for small and medium-sized publishers, introducing regional booksellers to a varied range of childrens titles, and making available such selections to children in every corner of Russia. Meanwhile, his seven-month-old online bookstore now offers 3,500 titles in the Russian language. YA titles are next on his to-do list. We want our readers to stay with us as
NLO specializes in the study of Russian culture in a global context. Last year, editor and publisher Irina Prokhorova published 85 new books and 16 journals (six in NLO, six in NZ: Debates on Politics and Culture, and four in Fashion Theory: Dress, Body & Culture). This year, she plans to release 100 new books and is working on two special issues of the NLO journal devoted to one key question: how to write the other history of mankind: It is about the transnational history of an individual. Prokhorovas goals are to create new trends in Russian human studies and contemporary fiction as well as to develop NLO as a research center. Im launching a new long-term project, a New Anthropology of Culture, aimed at radically reevaluating current approaches to national and world history. There will be a set of special NLO journals and a series of workshops and seminars on this topic, and these in turn will present us with content for a new series of books. Last year, Prokhorova collaborated with Gallimard to translate works by five French authors on the emerging new
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ROSMAN Group is the full-cycle childrens brands promotion company and provides following services: -Localization or greenfield product line development based on a licensors style guide -Content production for Russian major TV channels -Promotional programs -Countrywide distribution ROSMAN Group is a licensee of large international brands, also develops and markets its own brands.
ROSMAN Group is a marketer of childrens products. -Book publishing -Magazines for children -Branded stationery -Toys and games -Collectible cards
ROSMAN Group Brands: -Iron Man 2 (Marvel) -Littlest Pet Shop (Hasbro) -Fisher Price (Mattel) -Dora the Explorer (Nickelodeon) -Strawberry Shortcake (Cookie Jar) -Beyblade (Hasbro) -The Penguins of Madagascar (Nickelodeon) -Lego (Lego) -My Melody (Sanrio) -Tonka (Hasbro) -Moxie (MGA) -4ever Kids (MGA) -Teenage Mutant Ninja Turtles (Nickelodeon ) -Bella Sara (Hidden City) -Masha & the Bear (Animakord) -Disney Baby (Disney) -Pop Pixie (Rainbow)
Piter
Competitor and collaborator are sometimes one and the same at St. Petersburg based academic publisher Piter. Last year, president Vadim Usmanov set up iBooks .ru, a joint venture with BHV (his main competitor in the computer book segment) to sell e-books to universities. He also collaborates with other academic publishers, namely Infra-M, Yurait, and LAN, for the same purpose. A year ago, our Education Ministry mandated e-libraries at every university, and that effectively changed our business stance with respect to e-books. While the online storewhich will offer about 2,500 titles by the end of this yearhas been success-
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Darya Dontsova Julia Shilova Arthur Conan Doyle Tatiana Ustinova Tatiana Polyakova Alexandra Marinina Alexandre Dumas Stephenie Meyer Boris Akunin Ekaterina Vilmont
Rosman Group
This is Russias biggest childrens book publisher, ranked #5 in the publishing industry in terms of title output, with an average of 1,300 titles per year. This is also home to the young Hogwarts wizard, with over 12 million copies of his adventures sold so far. We printed 30,000 and 50,000 copies for the first and second books respectively, and success came only after the third book, says president Mikhail Markotkin. No one believed that this series would be successful here, and we certainly took a big risk by leveraging our reputation to push a foreignand totally untested author. In the 1990s, the company depended on translations because of the lack of local contemporary childrens titles. Our translations were then as high as 90% of our entire list. Today, only about 25% of Rosmans catalogue is translations, mostly YA titles such as those by Pullman (whose Dark Materials trilogy has sold one million copies), Paolini, Funke, Shan, and Stine. Originals are growing, especially picture books. Bestselling exports, however, come from original childrens educa-
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Kornei Chukovsky Vladimir Stepanov Agnia Barto Irina Gurina Hans Christian Andersen Samuil Marshak Charles Perrault Alexander Volkov Nikolai Nosov Grigory Oster
As such, the group has ventured beyond publishing. It provides comprehensive marketing services for childrens products, from localization/adaptation to complex nationwide multimedia promotional campaigns that involve content production for major TV channels. Rosman is now the official distributor for Hasbro, Mattel, and Giochi Preziosi. It has licenses from Hasbro for Littlest Pet Shop, Beyblade, and Tonka, and it works with Mattel, Disney Baby, and Cartoon Network on publishing and merchandise properties. It recently launched BellaSara in Russia. Few Russian children are allowed to use the Internet on their own because parents are wary of undesirable online elements. So, we use BellaSara magazine as the main brand carrier and roll out an extensive marketing program to educate parents on the security of our online portal. This online/offline promotional campaign is essential for a successful product launch. Adds Markotkin, Aside from the huge Russian market, our proximity to neighboring countries such as Kazakhstan and Ukraine, and our understanding of them, allows us to develop comprehensive marketing plans that cover these regions for our overseas partners.
tional titles and fiction such as School for Preschoolers (12 million copies sold in Russia), Kids Development (seven million), and the series Novels for Girls (four million). These titles have been sold to 28 European publishers including Svojtka (Slovenia), Zvaigzne (Latvia), Toper (Serbia), Group 62 (Spain), and Fortuna Libri (Czech Republic). For Markotkin, the childrens segment is one of the brightest spots in the current Russian book industry. We grew significantly in recent years, not because of natural market expansion but because we took over the market shares of companies that collapsed during the economic crisis. Future growth, however, has to come from beyond book sales. We have to look into online games, TV programs, and merchandise, all of which have huge market potential in Russia.
ROSSPEN
ROSSPEN (or Russian Political Encyclopedia Press) is the largest publisher of 20th-century archives of Russian and Soviet Union history. We started with the political history of the Soviet Union
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Terra
This is a unique publishing company founded and chaired by Sergey Kondratov, a name known throughout Russian publishing and printing circles. Its core business is book clubsbut these are not your typical book clubs. Their names Montplaisir and Marly, after the ancient royal villas located near St. Petersburg provide obvious hints of exclusivity. Montplaisir, established 11 years ago, has around 300 members who hail from the upper echelon of Russian society, including politicians (presidents and ministers past and present) and billionaire businessmen. Titles produced for Montplaisir members are deluxe collectibles of vintage books, says Grigory Kozhevnikov, Terras general director. Consider these: a gilt-edged two-volume Baltic Fairy Tales complete with gold and amber cover embellishments selling for $7,000 (and only 20 sets available) or a four-volume Emperor Alexander I with Swarovski crystals and semiprecious stones forming the shape of a czars crown for $8,000. Our bestsellers include the Legend of Sergius of Radonezh, the 62-volume Grand Encyclopedia, and the three-volume World of Roerich. In contrast, Marly Club, formed two years ago, serves a much wider membership with titles that are priced much lower. It publishes one catalogue per year, offering about 100 titles in total. Encyclopedia on Wines of the U.S.S.R., for instance, is one recent title from Marly.
These two book clubs account for nearly 60% of Terras total sales. The profit is pumped back into its general publishing division, where multivolume encyclopedias and various reference titles are produced. Among the titles are Encyclopedia of the Russian Revolution and Civil War in Russia and Encyclopedia of Fascism and Anti-fascismspecial titles that would appeal to international readers. But we have not sold any rights to overseas publishers yet, says Kozhevnikov. We also have not planned to issue e-books in the near future, though we are now seriously considering selling our content to e-book aggregators. Then there are thematic encyclopedias, such as the 15-volume Encyclopedia of Painting, which sells for around $350 and is among the bestsellers. Given all these publishing activities, it is not surprising to note that Terra printed its 10-billionth book with Bertelsmann-Arvato back in 1996. For a publishing house considered small in the Russian context and ranked nowhere near the top 20 in terms of new titles or print run, Terra has a monopoly in the deluxe/collectible editions segment with its two book clubs, the most successful in the country. And now, its low-priced multivolume encyclopedias are setting the standards in the reference segment.
Veche
History is at the heart of Veche. Whether it is historical novels or military history, the publishing house has something to
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Igor Zimin The Big World of Igor Zimin The Big World of Imperial Residences Imperial Residences
Donald N. Thompson Donald N. Thompson The 12$ Million Stuffed Shark The 12$ Million Stuffed Shark
Eva Hornung Dog Boy Eva Hornung Dog Boy Deon Meyer Thirteen Hours Deon Meyer Thirteen Hours
Centrepolygraph Publishing House is one of the biggest publishers in Russia. 732 titles were issued in 2010 with a total print run of 4 787 500 copies.
The best books from Centrepolygraph are presented on a special exposition in the Presidential Library and kept in the Personal Library of the Russian Patriarch.
Nora Roberts Debbie Macomber Tess Gerritsen Susan Wiggs Shannon Drake Brenda Joyce Maggie Shayne
Harlequin Russia is a result of cooperation between the world's leading publisher of women's fiction Harlequin Enterprises Limited and the Russian Publishing House Centrepolygraph
offer from its catalogue of well over 10,000 titles. Editor-in-chief Sergey Dmitriev, who recently bought Rory Clementss Martyr and Revenger, says, Translations represent 15% of our 2010 list, and this figure is set to increase this year. Our major plans for the next 24 months are to produce more bestselling translations and e-books, and, as always,
INTRODUCING
Acknowledgments
The task of selecting a representative group from a pool of 20,000 registered publishers6,000 of which are activeis daunting, and it was made possible through the help of many. PW would like to thank the following for making this report a reality: Vladimir Grigoriev, deputy head of the Federal Agency of Press and Mass Communications for supporting our efforts; Alexandra Shipetina, v-p of Centrepolygraph (as well as v-p of the Russian Book Union) for contacting major publishers and other industry players, fixing up appointments, and acting as our general minder; and Viktor Nemchinov (in Moscow) and Natalia Ivashova (in St Petersburg), interpreters par excellence.
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E-books and e-libraries are gaining ground amid challenges big and small
Given that nearly 90% of Russian households are expected to have Internet access by 2012, it is easy to see why e-books, online retailers, and electronic libraries are getting so much attention (and investment interest) in recent years. Russian publishers, fueled by the success of their U.S. counterparts, are busy converting e-books and working with service providers to put the titles online. But this being a new sector in the Russian book market, challenges abound. Here, a few dominant players talk to PW about the general e-book industry, their successes, and the challenges ahead.
OZON.ru
book saleswe believe its At OZON.ru the power of volume will increase signifithe Internet has turned a cantly during the next five resource portal started by a years. The same upward group of sci-fi lovers from St. trend is also expected of forPetersburg in 1998 into an eign books sold through the e-commerce powerhouse. Internet. More than 90% of Now regarded as the Amaall foreign titles on OZON zon.com of Russia, it .ru are in English, imported accounts for 50% of all from wholesalers or publishonline book sales in the ers in the U.K. and Europe. country. Last year, it sold 5.2 Bernard Lukey, CEO of Visitors can browse through OZON.ru million copies of books (in 250,000 books, which print and electronic foraccount for nearly 30% of the mats), representing 38% of the groups products offered online. sales. In general, says CEO Bernard Partnering with major publishers to Lukey, whose team is, naturally, paying a convert titles into e-books is standard lot of attention to e-books and foreign procedure. This conversion business is a titles, the online book market grows loss leader, but we have the utmost faith about 30% year-on-year, while bricksin the future demand for e-books. The and-mortar operations slide into negative problem for the book industry is how to territories. And despite the fact that the monetize the content and add value to e-book market is nearly insignificant e-books, says Lukey. E-books on OZON representing less than 2% of total online .ru are priced around 25% to 30% of
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LitRes
LitRes, which boasts a catalogue of more than 45,000 Russian e-books, has effectively become the largest digital content provider in the nation. Our Web site has more than 400,000 registered users and about one million unique visitors per month, says general director Sergei Anuryev, whose collaboration with service provider MintRight last June has allowed the titles to be distributed to global e-book sellers such as iBookstore, Barnes & Noble, Nook, Sony, and Nokia. It has been a very successful collaboration, but our major market is still Rus-
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Catering to shifting reader preferences while adding online services and cultural activities
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Tips on what kinds of titles will work and contract dos and donts
Translations account for about 12% of all titles published in Russia in 2010. Here, as in other corners of the world, American and British blockbusters are translated and almost guaranteed top slots on the bestseller list. Names like J.K. Rowling, J.R.R. Tolkien, C.S. Lewis, Agatha Christie, Nora Roberts, Stephenie Meyer, and John Grisham are no strangers in Russia.
t Alexander Korzhenevski has seen the average advances and royalAgency, the first three ties going up even as print runs are commonths of 2011 saw several ing down. The global economic crisis big deals, including Rango: does not help, of course, and we are doing The Movie Storybook, Real-Time fewer deals compared to 2007 or 2008. Marketing and PR, Architect, Some midsize publishers now buy just a and The Mammoth Book of Best New Horror. few titles per year, while some do not buy The latter is very special to agency owner anything new at all. However, Im confiand founder Alexander Korzhenevski dent that things will change for the betbecause it was the first time he had an ter soon. Among the big titles signed by auction for a short story anthology. If the his agency were Robert Goolricks A first three months is any Reliable Wife; Robert indication, we are defiMcCammons The Five; a nitely looking at more Wiley textbook, Business deals for print and digital Model Generation, and rights as well as higher another Wiley title, advances this year, he House and Philosophy; and says. Currently, 70% of Eric Mayosts Spectacular his business comes from Hair. House and PhilosoAmerican publishers and phy generated huge royalliterary agencies, and his ties, while the other four focus is on selling British went through pretty and American titles to intense auctions resultRussia. ing in very good Over the past three to Alexander Korzhenevski, owner advances. We also hanfive years, Korzhenevski and founder of AK Agency dled sci-fi author Harry
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In the past four months, several translated Russian titles have been reviewed in PW. On the fiction side, there were Alexey Pehovs Shadow Chaser: Book Two of the Chronicles of Siala, Ludmila Ulitskayas Daniel Stein, Interpreter, and Vladimir Sorokins Day of the Oprichnik. For nonfiction, Lev Loseffs Joseph Brodsky: A Literary Life and Sofia Tolstoys The Diaries of Sofia Tolstoy both earned starred reviews. One title from Leo Tolstoy, The Gospel in Brief: The Life of Jesus, was also reviewed in the religion segment. As always, award-winning titles (or authors) get the most attention. For new voices, the best hope is for the translation to win an award or for a foreign edition to catch the attention of a literary agency in the U.K. or U.S. So who are the big Russian names that we should know and read? With the help of several publishers, PW picks eight Russian authorsin alphabetical orderto represent this new crop of talents.
Denis Osokin
His novella Yellowhammers has been turned into an awardwinning filmknown as Silent Souls outside of Russiaand won him the White Elephant award for best script. But way before that, in 2001, Osokin won the Debut Prize for a short story, Angels & Revolution: Vyatka 1923. Osokin is known for his documentaries on the culture and traditions of the people in the Volga region.
Viktor Pelevin
Known for satire-rich fantasy novels, Pelevin won the Readers Choice Award and the third prize at the Big Book Award for his novel T last year. His short story collection The Blue Lantern won the 1993 Russian Little Booker Prize. His eccentricity (including shying away from the media) is clearly reflected in the inscription to his novel Babylon: Any thought that occurs in the process of reading this book is subject to copyright. Unauthorized thinking of it is prohibited.
Boris Akunin
Winner of the Anti-Booker Prize and Writer of the Year award in 2000, Akunin is the king of detective fiction, specializing in the time of imperial Russia. His best-known series are the Adventures of Erast Fandorin, the Adventures of Sister Pelagia and the Adventures of the Master. In total, his books are now available in 35 languages with 25 million copies sold. The English remake of the movie based on his book The Winter Queen is scheduled for release next year.
Olga Slavnikova
Her novel 2017 won the Russian Booker Prize in 2006 and was translated into English last year. She is also the director for the Debut Prize, an independent literary prize for young authors under 25 writing in Russian. Immortal, her third novel, won the Apollon Grigoriev Prize in 2001 and was shortlisted for both the Belkin Prize and National Bestseller Prize. It is currently available only in French and German translations.
Polina Dashkova
Known as the queen of Russian crime fiction in Germany, her titles are also very popular in France, the Netherlands, and Spain. More than 40 million copies of her novels have been sold in Russia, and 300,000 in Germany. Targeted at female readers, her novels contain plots set in contemporary Russia that revolve around the average Russian woman.
Ludmila Ulitskaya
Daniel Stein, Interpreter is Ulitskayas fourth book to be translated into English. Altogether, she has written 14 novels, several childrens stories, and many plays. Her collection of awards includes the Russian Booker (2001) for Kukotskys Case and the Big Book Prize (2007) for Daniel Stein, with nominations for the International Booker Prize in 2009.
Sergei Lukyanenko
The biggest name in Russias contemporary sci-fi/fantasy genre, Lukyanenko got the attention of the English-speaking world only after the movie release of Night Watch in 2004. In Russia, the movie grossed over $16 million and was considered a blockbuster at the time. Two years later, another movie, Day Watch, was released. The Watch tetralogy was duly translated into English and has sold more than two million copies. 32 P U B L I S H E R S W E E K L Y A P R I L 4 , 2 0 1 1
Tatiana Ustinova
Billed as the third most read writer in Russia with more than 30 million copies in print, Ustinova has been translated into several European languages. Her novels, about 30 of them, combine detective work, brutal crimes, comedy, and love storiessort of Tess Gerritsen meets Nora Roberts meets Janet Evanovich. About 15 of her novels have been adapted into feature films.