Page 25 - ELITE PLUS MAGAZINE VOL6

What we want from the congress is to help publishers grow, which means more great books that they can bring to readers. And we want a system to encourage and reward the book creators as well as the people who edit or publish them, because it’s good for culture. A free and healthy society needs a good cultural sectorThe 30th congress of the International Publishers Association (IPA) was held in Bangkok in late March to address issues encountered by publishers around the world. Technological advances have allowed for new platforms inmedia, not only for books but all areas of entertainment, which has encouraged consumers to turn more to electronic devices and social media. The traditional role of publishers has been wavering ever since online blogs enabled anyone to publish and distribute personal writing, and they are still struggling to find ways to survive this transition. The survival of publishers, however, is important to ensure diversity of content and has broader social significance.“The digital age and technology have changed the business model,” Dougal Thomson, IPA director of communications and programmes told Elite+. “Publishing, historically, is a conservative industry and it’s slower than music, film or the television industry in adapting to the digital age. The bookstores are under pressure because in many countries people can find a book in a cheaper, easier and quicker way on the internet. However, book publishers need bookshops to stay open. It’s a great way for readers to discover books. In countries like the UK, a lot of bookshops have closed in the last 10 years.“What we want from the congress is to help publishers grow, which means more great books that they can bring to readers. And we want a system to encourage and reward the book creators as well as the people who edit or publish them, because it’s good for culture. A free and healthy society needs a good cultural sector.”The congress panellists said that those who can adapt their business model to the new environment and approach customers with creative marketing strategies will be successful.A representative of Thai publishers, Rarin Utakapan, CEO of Amarin, gave audiences a vivid example. In the past her company played a significant role in book publishing and distribution, but now the internet allows direct access for users so the role of publishers is changing, as writers are able to self-publish works on their blogs. Amarin has come up with an alternative strategy by turning itself into a content creator.Elite+ 23