From one year to the next

July-August 2010

Market

rom one year to the next: weaving leading threads that might shed light on the Italian publishing industrys last twelve months. The first one is the creation of an eBook market in Italian. Though still small, with a limited number of titles available (less than 10,000 in December 2010), today such a market exists and it cannot but grow in the second half of 2011, starting with the gradual enlargement of the available e-readers (little more than 200,000 in December, but already 340,000 in June 2011). Then the first signs of development in publishing applications. And of course the emergence of new entrepreneurs in mid 2010 which the main publishing groups began to make operational by the middle of year: platforms and the development of stores that sell e-books and, based on the Amazon-Kindle model, e-readers tied to platforms. The second thread relates to the reinforcement and renewal of the distribution structure in which, between 2010 and 2011, the GM Giunti Mauri and Effe 2005 (Feltrinelli) holding played a pivotal role. Development and reorganisation of the existing system

for its future development (franchising first and foremost), the new openings in the new consumption locations and the thoroughfare. The third aspect: internationalisation. The sale of rights and the role played by Atlantyca in relation to emerging markets, but also the internationalisation of Feltrinelli in a country like Spain which also means global Spanish-speaking markets: in distribution (La Central) as well as publishing (Anagrama). Finally, on July 20, the approval of the revised law on the price of books to end users, which eliminates uncertainty affecting all operators. If we wanted to try and read these facts together, we would see that the common element of very different business strategies and policies might be found in the fact that the Italian publishing industry and its players are trying to best manage and develop the material aspects (bookstores, paper books, internationalisation, fostering the public approach to books and reading through the renewal of the physical channels and improvement of their efficiency) as an indispensable condition to achieving

a profit margin that will enable the development of the digital medium: (today) eBooks, (tomorrow) applications.

The activities belonging to De Agostini Editore (the sixth most important Italian publishing group) have been reorganised into three separate and independent business areas. The three business areas in which the activities have been reorganised are: De Agostini Partworks; De Agostini cultura, that combines the traditional publishing activities of De Agostini in Italy (educational, books, general culture and maps with the DeA Editore, DeA libri, DeA Scuola, Utet, Edizioni White Star, Cedam Scuola, Citt Studi, Cideb, Black Cat, Garzanti linguistica, Garzanti Scuola, Ghisetti&Corvi, Isedi, La Sorgente, Le Stelle, Liviana, Marietti scuola, Petrini, Theorema libri, Utet universit, Valmartina, Clup guide, Grand Tour,

25

Giornale della libreria 2011

Market
Abra Cadabra, Geo Traveller, Discovery Italia and Geonext brands) and De Agostini direct marketing, which includes activities managed through Editions Atlas Parigi and Editions Atlas Losanna as well as Direct Marketing Italia. activities and markets, RCS MediaGroup announced that it had signed a preliminary agreement for the sale to Eaglemoss Holdings Limited UK (an international operator in the market of collectible items belonging to the Financire Aurenis group) of the 51.1% stake in GE Fabbri Limited. GE Fabbri, a company based in London, is active in the collectible items field in many countries and, in particular, in Russian and Eastern European markets. Librerie Feltrinelli announced the launch of its franchise project (under the laFeltrinelli Point brand) that takes its place alongside the other formats of the chain: laFeltrinelli Librerie, laFeltrinelli books and music, laFeltrinelli Village, laFeltrinelli Express and laFeltrinelli International, in addition to its on-line sales site (where in 2011 eBooks will also become available). store in Italy (2,500 m2 on four floors) opened its doors within the Milan Central Train Station. It is the chains 101st store: an expected turnover of 15 million euro, 40,000 books, 15,000 music titles, 5,000 films and 4,000 videogames.

September

The seventh Artelibro art book Festival took place in Bologna; the protagonists were antique booksellers, publishers, facsimile printers and artists. The event, spread over four sites, hosts various exhibitions and, under the heading Artelibro Professionals, round tables and conferences on the most current challenges in art publishing, libraries and the antiquarian market.

The new eBook platforms, which were launched the previous months or during summer, became gradually operational: Edigita, created jointly by Messaggerie Italiane, Effe 2005 (i.e. Feltrinelli) and Gruppo Rcs; BookRepublic (owned by the Giunti Group) and Simplicissimus Bookfarm. Alongside the first eBooks (by late December there will be 6,950 available compared with 1,619 in January 2010) the first publishing applications began to appear: Marsilio with iBiennale, Hoepli with its codes of civil and criminal procedures, and then Fandango, Garzanti (the Garzantine), Panini (with la Pimpa), De Agostini, Vallardi, Giuffr (with its codes) and Walt Disney Italia. It is estimated that altogether Italian publishers will propose about a hundred apps, including those based on comic book characters like Dylan Dog, the Marvel characters, etc. For now, more with an eye on experimentation in terms of technology and marketing - as opposed to a market strategy. As part of its strategy to focus on key

November

October

Electa (A. Mondadori Group) and Runion des Muses Nationaux (turnover of 100 million euro, 40 sales points including one in the Louvre) finalised an agreement for setting up a joint venture for the management of bookshop services in museums and archaeological sites under the Ministry for Cultural Assets and Activities. The Giunti Group sells Giunti Labs - the multimedia branch of the Florentine group - to an entrepreneur from Brescia. Giunti Labs specialised in e-learning, being one of the leaders in developing multimedia products for education. Bibletstore was launched - the platform through which Telecom enters the eBooks market. Its first agreement was with the Mondadori Group (1,200 titles which will grow to 1,800 by Christmas 2010). The Mondadori Group expects that by 2015 digital publishing will reach a market share of 10% in the miscellaneous area (about 160 million euro). On November 23, the largest Feltrinelli

26

Giornale della libreria 2011

December
The Lia Project (Accessible Italian Books) - promoted by the Italian Publishers Association - was given the green light. The projects aims to establish a system able to increase the current market availability of publications in accessible formats (in full respect of the rights of authors and publishers) by making available to visually impaired readers the same number of new titles that a fully sighted person has access to in a medium-large bookstore. The plan is to have at least 3,000 new titles a year, provide a service at the request of users and transform books in catalogues that are not immediately available on the platform into an accessible format. For the pilot phase, the AIE - which will manage the project through its subsidiary Ediser, in collaboration with the Italian Union of the Blind - has already succeeded in enlisting the participation of the major publishers. Amazon opened its on-line bookstore in Italy offering 2 million books (in Italian and foreign languages). 30% discounts and also the sale of DVDs, music, videogames, electronics and toys. The formula applied is the same as the other international sites: quick delivery and competitive prices (free for purchases over 19 euro). Taking place in Rome for the ninth consecutive year: Pi libri pi liberi (Tab. 1). The only fair in Europe exclusively dedicated to small and medium-sized independent publishing houses which are often the source of many important books. Small publishing houses ventured into difficult translations, challenging essays and books by emerging authors. In nine years Pi libri pi liberi has become a national fair with major professional conferences, with the participation of

Market
foreign publishers and literary agents. However, small publishers are also developing their own (small system) of bookstores. Il Castoro publishing house (specialising in books related to the film industry and books for children) opened its fourth store in the Museum of Cinema in the Mole Antonelliana in Turin, which joins the other three stores under the brand Librerie per ragazzi. Fanucci (science fiction and fantasy) opened its second store in Rome (400 m2). Eliber was founded. It is the first catholic web platform for the distribution and sale of eBooks by Messaggero di SantAntonio in partnership with Libreriadelsanto.it and Messaggero Distribuzione. By December 2010 it was already possible to buy the first eBooks by catholic publishers on Libreriadelsanto.it (2007). all major formats including Adobe DRM. LeggoIBS is on sale at Ibs.it for 219 euro. Through its holding company Effe2005, the publisher Giangiacomo Feltrinelli Editore bought 20% of Donzelli Editore. Books and restaurants (or bars) now go hand-in-hand. So, after librerie.coop consolidated the formula with Eataly at the Ambasciatori of Bologna, a joint stock company between Antica Focacceria San Francesco (owned by the Conticello family from Palermo, who plans to open 70 sales points in Italy and Europe) and Librerie Feltrinelli, which plans to manage 29 eateries within the bookstore chain (and a stake in Focacceria: 49%), was born. A trend that gained much momentum (and qualification) over the past decade: in order to generate profits, position the POS, make people stay in the store for longer, but also as one of the many responses to the possible development of an eBook market.

January 2011
Over the next five years, the holding company Effe 2005 (Feltrinelli) will buy the Spanish publishing house Anagrama. Based on the agreements signed with Jorge Herralde, the Milan-based publishing house will enter the company immediately with a 10% share, to then increase its stake up to 49% over the coming five years. With the opening of a new bookstore within the Leonardo Da Vinci intercontinental airport at Fiumicino (Rome), the Giunti al Punto bookstore chain exceeds the 150 bookstores milestone. A number that also represents a threshold. A choice consistent with the chains lines of development: locations with great confluence of people such as historical centres, outlets, shopping centres and, of course, airports. Giunti stores were already to be found in 5 other Italian airports: Florence, Bari (2 POS in the landside and airside areas), Brindisi and Trapani. 100 of the 152 bookstores are located in retail outlets, airports and shopping centres. Founded in 1993 as a strategic integration of the publishing house, the Giunti al Punto bookstore chain has a turnover of 115 million euro thanks to its many store openings (22 in two years). Moreover, its number of direct sales points makes it the leading bookstore chain in Italy.

February

IBS eBook reader - LeggoIBS PB603 went on sale, produced in collaboration with the German-Ukraine company PocketBook. A reader with a 6-inch e-ink stylus touch-screen, 3G connection (free) and WiFi, allowing users to connect to the IBS site even when on the move and directly download their chosen books onto the device. Other features include voice reading of texts in 5 languages, integrated MP3 player, USB cable connectivity, Bluetooth interface for transferring files, compatibility with

1. The figures for Pi libri pi liberi: 2002-2010 2002 Visitors Exhibitors Stands Events Library-Bookstore: sales Library-Bookstore: loans Titles sold
Source: Pi libri pi liberi

2003 35,293 314 214 175 1,111 1,207 46,000

2004 38,316 330 249 180 1,139 1,219 47,000

2005 41,395 358 262 205 1,470 1,586 51,000

2006 51,179 389 281 214 2,071 2,076 68,000

2007 50,873 395 290 224 1,965 2,237 70,000

March
The development of the franchised Unik bookstores project was enacted (24 stores deriving from the previous management by Fastbook, which became part of the new MG company as a wholesaler) (Tab. 2). The initiative is part of a larger project. A development that was made possible by one of the most important distribution agreements in 2008 52,180 397 294 279 2,083 2,455 75,000 2009 55,678 409 294 302 2,404 2,043 87,000

2010 56,923 431 296 335

30,259 262 168 85 1,267 550 40,000

27

1,535 90,000

Giornale della libreria 2011

1,677

2011: Publishing groups and

De Agostini Spa (Holding)
Media & Communication Giochi e servizi Finanza

Giunti Editore Spa

DeA Capital (58,3%) IDeA Alternative Investments (100%) First Atlantic Real Estate (70%) Editoria De Agostini Editore (100%) De Agostini Libri Spa (100%)
m-dis Distribuzione Media (45%)

De Agostini Communications (100%) Zodiak Media Group (72%) Antena 3 (44,6%)

Lottomatica Group (59,7%) Gtech (100%)

Giunti, Giunti Kids, Giunti Junior, Giunti Demetra, Dami (marchi) Giunti Scuola Srl Giunti Progetti Educativi Srl Giunti Distribuzione Giunti e tancredi Vigliardi Paravia Editori Srl Edizioni del Borgo Srl (51%) touring Editore (51%) Slow Food Editore Srl (20%) Giorgio Nada Editore Srl (50%) Editoriale Scienza Srl (60%) Pineider Gallery Srl Black Velvet Srl Imaginars Srl Progetto Srl Giunti-Evro Belgrado (50%) Giunti O.S. Organizzazioni Speciali Srl O.S. Hungary Kft O.S. Bulgaria Ltd Eurotest Editions Sarl O.S. Ucraina O.S. DBE - turchia

De Agostini, Istituto Geografico De Agostini, ClupGuide, Grandtour, Abra Cadabra, Geo traveller, DiscoverItalia, Geonext

Mach2 Libri Spa (36%)

Giunti & Messaggerie Srl (MG Srl)

De Agostini Scuola Spa (100%)

Panini Spa
Panini tech (49,9%)
Servizi elettronici

Digitalsoccer project Srl

Piattaforma tecnologica di rilevazioni statistiche sul calcio

Simonelli Editore Srl Golem 100 Srl ALI Srl

eBooksItalia

Panini Ireland Ltd Panini France Sa Panini Espaa Sa Panini Chile Panini Verlags Gmbh Panini Brasil Ltda Panini Medya Yayincilik (turchia) Panini Netherland BV Editorial Panini Mexico Sa de Cv Panini Suisse SA Panini UK Ltd Panini America Inc.

Black Cat, Cedam Scuola, Cideb, Citt Studi Edizioni, De Agostini, Garzanti Linguistica, Garzanti Scuola, Ghisetti e Corvi, Isedi, La Sorgente, Le Stelle, Liviana, Marietti Scuola, Petrini, theorema Libri, Utet Universit, Valmartina

Utet Spa (99,5%)

Utet Cultura, Utet Libreria, Utet Scienze Mediche, Garzanti Grandi Opere

Edizioni White Star Spa

(100%)

De Agostini Publishing Spa

(100%)

De Agostini UK Ltd (100%) De Agostini Polska Spzoo (100%) De Agostini Hellas Epe (100%) De Agostini Japan KK (100%) De Agostini Deutschland GmbH (100%) De Agostini Llc (Russia) (100%) Di. Ya. Ge. Int.l Books & Magazines Distribution Co. Ltd. (China) (100%) De Agostini UA LLC (Ucraina) (100%) Editions Atlas (France) SAS (100%) Editions Atlas (Suisse) SA (100%) Edito Service SA (100%)

Giunti al punto Spa

Catena di 159 librerie

Giunti Arte Mostre e Musei Srl AtI Giunti

Servizi museali

De Agostini Atlas Editions BV (100%) Digital De Agostini

canali tv satellitari: DeAKids, DeASuper; web tv: DeAbyDay.tv; www.sapere.it

Giunti Servizi Srl Giunti Industrie Grafiche Spa

Bookrepublic

Il Sole 24 ORE Spa

Edizioni Gruppo 24 ORE (marchio) 24 ORE Cultura Srl (100%)
Libri Scheiwiller (marchio)

Faenza Editrice Iberica Slu (100%) ESA Software Spa (70%) Shopping 24 Srl (100%) Newton Lab (51%) Innovare 24 Spa (100%)

Planeta De Agostini (50%)

Editorial Planeta De Agostini (100%)

DigitPub Srl

Pearson Italia Spa Zanichelli Editore Spa

Loescher Editore thema, Derva, Eliseo Italo Bovolenta Editore CLItt CEA Casa Editrice Ambrosiana DAnna
Archimede edizioni, Bruno Mondadori, Edizioni scolastiche Bruno Mondadori, Linx, Elmedi, Lang, Paramond, Paravia, thecna!, Pearson Longman (marchi)

Simplicissimus Book Farm

Alinari 24 ORE Spa (55%) Business Media Web (60%) Newton Spa (60%)

40K Baldini Castoldi Dalai Edizioni Spa

La tartaruga Srl

Newton Management Innovation (Servizi per la formazione)

Nuova Radio Spa (100%)

Radio 24

G.B. Palumbo & C. Editore Spa Loffredo Editore Napoli Spa Fratelli Ferraro Editori Srl
Editrice Ferraro Nuova Scuola

Il Sole 24 ORE UK Ltd (100%)

Istituto Italiano Edizioni Atlas Spa

- Hueber

Boroli Editore Spa

Boroli editore multimedia; Boroli distribuzione; red!; BESt distribuzione

Casa Editrice Bulgarini Spa SEI Societ Editrice Internazionale Spa

Dott. A. Giuffr Editore Spa

Giuffr Informatica Srl
Software house

Infogiuridica Spa

Simone Spa
Finanza & Lavoro Nissolino

Edizioni Simone, Edizioni Giuridiche Simone, Simone Scuola, Sistemi Editoriali, Sigmalibri (marchi)

Gruppo Editoriale Il Capitello Spa

Edizioni Il Capitello Edizioni Signum Editrice Piccoli Eurelle Edizioni Reda

La Scuola Spa
Editrice Morcelliana Spa Edizioni Studium Srl

Cappelli, Nicola Milano, Scuola di Base, Alice, trinity Whitebridge (marchi) tipografia Camuna Spa Seltering Spa SEBS Srl Infracom Spa GEM Srl

Paoline Editoriale Multimediale

Paoline Editoriale Libri e Minimedia Paoline Editoriale Audiovisivi Catechisti parrocchiali Rebecca Libri (20%)
Portale editoria cattolica Comprende 46 librerie con insegna Paoline

Universit Bocconi
Egea (97,5%)

Wolters Kluwer Italia Srl

Ipsoa, Cedam, Indicitalia, Leggi dItalia, Utet Giuridica*, Utet Scienze tecniche* *in concessione Software: OSRA Oa Sistemi, Pragma Artel Mitos, SBG software engineering (marchi) IPSOA Francis Lefebvre Srl (50%) - Societ Editoriale

Casa Editrice G. Principato Spa

CEtEM Srl CDSlibri Srl Edizioni Clio Srl Le Libellule Srl Europass (marchio)

Franco Cosimo Panini Editore Spa

Comix, Pimpa, Giulio Coniglio, Mirabilia Italiae, La Biblioteca Impossibile Franco Panini Scuola Spa

ncora Srl

Comprende uno stabilimento grafico (ncora Arti Grafiche), 5 librerie con insegna ncora e pubblica 5 riviste specializzate

Tecniche Nuove Spa

SENAF Srl ROS Srl
Organizzazione convegni Organizzazione fiere

Immedia Editrice, Snail Publishing (marchi)

Edifin Spa
Societ editrice il Mulino Spa Carocci Editore Spa Promedi Srl
Promozione libraria

Messaggero di SantAntonio Editrice

Edizioni Messaggero Padova
Messaggero Distribuzione
Comprende Messaggero di S. Antonio (pi lingue) e altre riviste

ELI Srl Elsevier Srl

Dica33 Doctor33 Farmacista33 Informatore Farmaceutico MD Consult OdontoConsult Medikey La Spiga - Modern Languages Pierre Bordas et Fils

ticino Edizioni Sa (Lugano)

Portale annunci

Rebecca Libri (20%)

Portale editoria cattolica

Organizzazione fiere

Zenithal Power Ltd (Hong Kong) tecniche Nuove (Beijing) Advertising Company Ltd Biella Intraprendere (21,3%) Centro Marketing Srl Grafica Quadrifoglio Srl Editora Casa Nova Ltda

Hoepli Spa
Hoepli Editore Libreria Internazionale Hoepli Hoepli Scolastica Hoepli.it Booxshop.it

Citt Nuova Gruppo Editoriale

Citt Nuova Edizioni Citt Nuova Diffusione

Casalini Libri
Casalini Digital Division Edizioni CADMO

Claudiana Srl

Comprende 5 librerie con insegna Claudiana

Umberto Allemandi & C. Spa

Comprende 2 testate darte e 1 di architettura U. Allemandi & Co. Publishing Ltd

FMR-ARTE Spa
FMR ARtE SL (Spagna) Mediainvest Srl (4,36%) Effequattro Srl
Torrossa.it

Gruppo Edicart Srl

Edibimbi Edicart Crealibri Dorem junior Ged Edizioni Vega Edizioni

Arti Grafiche Amilcare Pizzi

Silvana Editoriale

Charta Srl
Charta Books Ltd

Servizi infragruppo marketing operativo

large publishing houses in Italy

Messaggerie Italiane Spa
Emmelibri Spa Fastbook Spa Ubik Srl Internet Bookshop Italia Srl (ibs.it) Opportunity Spa Maia Srl (libraccio.it) Altair Srl (librerie Melbookstore) IE Informazioni Editoriali Srl Immobiliare MEL Srl Scuola Librai U. ed E. Mauri Everyware Srl Messaggerie giornali e riviste Spa Messaggerie periodici Spa Messaggerie internazionali Spa Sofia Srl Agenzia Italiana di esportazione Spa 73,7% SPV Srl Promedia 2000 Srl Lampi di stampa Srl trento Press Srl
Edigita

RCS MediaGroup
RCS Libri Spa
Rizzoli, BUR, Bompiani, Fabbri, Lizard, Etas, La Nuova Italia, Sansoni, tramontana, Oxford, Calderini, Edagricole, Markes, La tribuna, Educazione & Scuola, Edizioni del Quadrifoglio, Rizzoli Larousse (marchi)

RCS Quotidiani Spa

Unidad Editorial Digicast Sfera Editore Editrice Abitare Segesta Rizzoli Publishing Italia Pubblibaby Blei Spa IGP Decaux (34,5%)

Monet Srl (mymovies.it)

Adelphi Skira R. L. Libri Srl (50%)

Superpocket (Marchio)

RCS Periodici Spa

Messaggerie Libri SpA

Marsilio Sonzogno La Esfera de los libros A Esfera dos Livros RCS Livres Sas (Parigi) RCS Int. Book Bv (Amsterdam) Rizzoli Int. pubblications

RCS Pubblicit Spa

Gruppo Finelco (38,9%)

Radiofonia

Dada Spa (54,63%)

Servizi web

Rizzoli Bookstores Inc, NY

M-dis (45%)

Distribuzione RCS

Mach 2 libri Spa (29,1%)

Gruppo editoriale Mauri Spagnol Spa

GE.AM.CO. Srl (50%)
Societ amministrativa

- Alet / Becco Giallo - ncora - Barbes Editore / Cult Editore - Campi Barbanera - Clementoni - Comunica Massobrio - Edizioni Angolo Manzoni - Falzea Editore - La Stampa

- LM Luca Maroni - Il Maestrale / Imago Multimedia - Marcianum Press - Photology - Piem Riva H. - Saemec - Edizioni della Normale - Seminario Permanente Luigi Veronelli - Usborne

Editions Flammarion Sa
Librairie Flammarion Edition Audie Sas Editions Jai lu Sa La Hune Saa SCI Chevilly IV Sci, Parigi SCI La Libert Sci, Parigi Acte Sud Sa (27,68%) UD-Union Distribution Sas, (Chevilly) Flammarion Inc New York Editions Flammarion (Canada) Editions Casterman Sa

40%

White Bird Production Courbevoire (45%)

Longanesi & C. Spa Vallardi Editore Srl Corbaccio Srl U. Guanda Editore Spa R. L. Libri Srl (50%)
Superpocket (Marchio)

Bollati-Boringhieri Srl

tEA Spa Garzanti Libri Spa Chiarelettere Srl (49%) La Coccinella Srl Nord Srl Fazi Editore Srl (35%)
Arcana, Lain (marchi)

Gruppo Mondadori
G. Laterza & Figli Spa Garzanti editore Srl Carocci Editore Spa Libri Einaudi Distribuzione Mondadori

Stile libero, i tascabili, Einaudi Ragazzi, Edizioni EL

Adriano Salani Editore Spa

Salani Ponte alle Grazie Ape Junior Magazzini Salani Nord/Sud Edizioni Duomo Ediciones (Barcellona)

Electa Mondadori Sperling & Kupfer Frassinelli Piemme (90%)

Battello a vapore, Geronimo Stilton

Random House Mondadori (50%)

Mach 2 libri (34,91%)

Aret, Beascoa, Caballo de troya, Collins, Debate, DeBolsillo, Electa, Grijalbo, Grijalbo Ilustrados, Lumen, Lumen Infantil, Mondadori, Montena, Plaza & Jans, Rosas dels Vents, Sudamericana

Pro Libro Service Srl

Promozione editoriale

Harlequin Mondadori (50%) Mondadori Education

Pro Libro Srl

Promozione libraria

A. Mondadori Scuola, C. Signorelli Scuola, Einaudi Scuola, Electa Scuola, Juvenilia Scuola, Le Monnier Scuola, Minerva Scuola, Mondadori for English, Mursia Scuola, Piemme Scuola, Poseidonia Scuola, Salani Narrativa, Scuola & Azienda (marchi scolastici) Mondadori Universit, Le Monnier Universit, University Press Mondadori UniversitSapienza Universit di Roma, Le Monnier (marchi Varia Education)

Gruppo San Paolo

Editoriale San Paolo Libri Edizioni San Paolo Srl Editrice Saie Srl St Pauls (UK, Irlanda, USA, Australia, Giappone, Korea, Filippine, India, Niger) St. Paulus (Germania) San Pablo (Spagna, Argentina, Colombia, Panama, Venezuela, Cile, Equador, Messico, Per) Mdiaspaul (Francia, Canada, Zaire) Paulus (Portogallo, Brasile) Swiety Pavel (Polonia)

- 5 Continents Editions - Babalibri - Cairo Editore / Cairo Publishing - Carthusia Edizioni - EDT - Lonely Planet, Giralangolo, Marco Polo (marchi), Giornale della Musica - Guerini e Associati - Guida Editore Comprende 12 librerie con insegna Guida - Fanucci Editore - Il Saggiatore Spa - Interlinea Edizioni - ISBN Srl

- Lindau Edizioni - Et dellAcquario, Anteprima (marchi) - Marcos y Marcos - Marco Tropea Spa - Neri Pozza editore (Giano editore) - Nottetempo - Newton Compton - Phaidon Press - Polillo Editore - Sellerio Editore - Treccani. Istituto dellEnciclopedia italiana - Walt Disney Libri - Ecc.

Periodici Mondadori France Gruner+Jahr/Mondadori (50%) AME Editoriale Wellness ACI Mondadori (50%) Attica Pubblications (41,9%) Mondadori Independent Media (50%) Pubblicit Mondadori Pubblicit Mediamond (50%) Mondadori Seec Advertising Co. (50%) Digital Mondadori Iniziative Editoriali
BOL.it, easyshop.it

Press-Di

Periodici Periodici San Paolo Srl Essepi Service Srl St Pauls International Srl Multimedia Multimedia San Paolo Srl Inter Mirifica Srl Novaradio Web San Paolo Digital Srl Direct Librerie San Paolo (17), Libreria San Paolo Gregoriana Srl (2), Pietro Fiaccadori Srl (1), tobia, Famiglia e parole in viaggio

Diffusione San Paolo

Rebecca Libri (20%)
Portale editoria cattolica

Effe 2005 Spa

G. Giacomo Feltrinelli Editore Srl
Kowalsky (marchio)

Glaming (70%) Librerie Feltrinelli Srl

Insegne: laFeltrinelli Libri e Musica (28), laFeltrinelli International (4), laFeltrinelli Librerie (28), Ricordi Media Stores (4)

Apogeo Srl Pratiche filosofiche, Urra (marchio) Edizioni Gribaudo Srl Donzelli Editore Srl (20%) Editorial Anagrama (10%) LSI 150 PDE Promozione Srl PDE Magazzini Editoriali Srl

- Macmillan

Direct Cemit Interactive Media Mondadori Direct

Centro Internazionale Studi sulla famiglia Centro Studi Bibbia e Comunicazione

Librerie delle Stazioni Srl Finlibri Srl

Insegna: Feltrinelli Village (28)

32 librerie e Multicenter, 280 librerie in franchising, 205 Edicol

Insegna: laFeltrinelli Express (12)

Radio Monradio

Feltrinelli Point Srl Effe DC Srl

Insegna: LefeL (1)

emittente radiofonica R101

Insegna: Feltrinelli Point (5)

PDE Lazio Srl (100%), PDE Nord Srl (42,5%), PDE Locali (torino, Napoli, Sicilia, Bologna, Genova, Cosedi: tutte al 25%)

La Feltrinelli.com Srl
Insegna: www.lafeltrinelli.it

Pubblica 18 riviste specializzate - Armando Editore - Il Leone Verde Edizioni - Forum Editrice - Ecc.

Centro Editoriale Dehoniano

Dehoniana Libri *

The Map shows the major publishing groups and houses in Italy. It includes:
technical professional publishing houses school - education publishing houses religious publishing houses art publishing houses the major publishing groups and houses in miscellaneous books for adults and teenagers or without a specific speciality in any one given production area are shown in other colours. It indicates distribution companies or business units which have been connected with the major brand names they distribute.

La Central (17%)
- Alpha Test / Sironi editore - Arcana - Beat - Castelvecchi - Centro studi Erickson - Dedalo - Donzelli Editore - Edagricole - Edizioni E/O Europa Editions Ltd (Usa), Sharq/Gharb - Edizioni Mediterranee - Egea - Elliot - Il Castoro Comprende 3 librerie e1 Museumstore

Edizioni Dehoniane Bologna (EDB) Rebecca Libri (20%)

Portale editoria cattolica *Comprende 2 librerie con insegna Dehoniana Libri

PDE Spa

- Jaca Book - Larus - Liguori Editore - McGraw-Hill - Minimum Fax SUR - Nuovi Equilibri / Stampa Alternativa - Nutrimenti - Panini Comix - Panini Ragazzi - Raffaello Cortina - Rubbettino Industrie Grafiche ed Editoriali / Rubbettino Editore - Vita e Pensiero - Ecc.

Editrice Elledici
ELLEDICI Distribuzione

Comprende 13 librerie con insegna ELLEDICI-Don Bosco, 25 Elledici Point e 3 librerie Editrici Salesiane
It indicates companies involved in the distribution of e-books.

Rebecca Libri (20%)

Portale editoria cattolica

Indicates the main interests. Data are up to date as of September 2011

Market
recent years: the setting up, in January 2010, of the holding company MG-MauriGiunti (which includes Giunti al Punto, Melbookstore, Ubik, IBS.It, Fastbook and Opportunity). A centre for book sales and marketing that covers all trade market channels: retail purchasing consortiums, e-commerce, wholesale, mega stores and franchising. renowned architects Herzog & De Meuron. The expansion of the Feltrinelli Group in Spain is ongoing. After Anagrama, an agreement between Effe 2005 (the Groups holding company) and the Spanish La Central, which currently has 4 stores in Barcelona and 2 in Madrid, was signed. The agreement establishes the purchase of 17% of the Spanish company, following a capital increase of the company. Subsequent increases in capital over the next five years will enable Effe 2005 to own about 44% of the company. The aim of this agreement is to open around ten new bookstores in some of the main Spanish and Latin American cities. The new stores that will open in Spain in the coming years will operate under the La Central brand. colour covers, and pocket books in every language with the book being ready for reading in just a few minutes. The Salone del Libro was held in Turin - the largest book fair in Italy which has been running for 24 years and which is the second-largest book fair in Europe after the Buchmesse in Frankfurt by number of exhibitors and which, since 2006, based on the number of visitors, has ranked first with over 300,000 annual participants. From 100,000 visitors and 553 exhibitors in 1988, it has grown to over 300,000 visitors and 1,400 exhibitors. Although it is an event open to the public, in recent years the fair has also become a reference point for industry professionals. In particular through: the International Book Forum for the exchange of publishing rights, translation and audio-visual transposition of literary works; the Incubatore, which helps young publishers who have been on the market for less than two years to become well-known; the Italian Fellowship Program, which provides international publishers the opportunity to visit and learn about the major Italian publishing houses. E-kitb (Arabic for book) - the catalogue of eBooks available on the market in Italy prepared by Informazioni Editoriali

April
The Feltrinelli Group obtained credit lines for 180 million euro in support of its current activities and long-term development plan which foresees growth and investments in each of its four operating areas: publishing, publishing promotion and distribution, retail (bookstores and e-commerce), and real estate. The group of banks, comprising some of the most important national institutes (including Intesa Sanpaolo, BNL, Unicredit and Banca Popolare di Milano), has acknowledged the achievements made by the Group in recent years, along with its ability to innovate and diversify both in areas where it has a long-standing tradition of operations and in related diversified areas. The funding affects some of the most recent projects already underway or being developed, and is structured in two pay outs: the first of 130 million euro for Effe 2005 and its direct subsidiaries, aims to support diversification and growth projects in Italy and abroad in the fields of publishing and retail. A plan that has already begun to unfold with major operations announced in recent months including the setting up, in tandem with other partners, of the Edigita platform dedicated to the development and distribution of eBooks, the progressive acquisition of Anagrama publishing in Spain, the acquisition of 20% of Donzelli Editore, and lastly, its entrance into the historic Antica Focacceria San Francesco with a 49% stake, which sees the food integration in the chain bookstores format. The second line of credit (50 million euro) will finance the Groups most important real estate project, the Feltrinelli Porta Volta project in Milan, which will see the building of the new headquarters of the Fondazione Giangiacomo Feltrinelli and an office building, both designed by the

May
Promedia solutions signed an agreement with On Demand Books, the American company it represents in Italy, to promote EspressNet in Italy, a publishing content distribution platform which will allow Italian publishers to make use of the Espresso book machine network around the world. Basically, through the EspressNet software one can connect to a large network of content from around the world, making it possible to have high-quality printing, binding and finishing, 2. Giunti al Punto bookstores by location

30

Giornale della libreria 2011

Source: Giunti al Punto bookstores (data as of 20 January 2011).

Market
- was presented. This is a new specific database for electronic books that handles all commercial and bibliographic information for this particular type of product. A necessary step at a time when, even in Italy, electronic titles are on the rise requiring increasingly more orderly management of the information related to them. as a result of Law No. 40 of 2 April 2007 (Conversion into Law, with amendments, of Decree-Law No. 7 of 31 January 2007) which, by promoting the liberalisation of (all) promotional activities, undermined the basis of the law regulating book discounts to end users. There are three noteworthy new points: online bookstores sales are limited to a maximum discount of 15% (previously it was unlimited though it related to a market that was worth 2 percentage points in 2001 and needed to grow and flourish). If we exclude the month of December - when there is already a high concentration of book sales in all channels publishers are allowed the possibility of creating separate promotional campaigns that are not repeatable in the course of a calendar year, lasting no longer than one month, but with a discount not exceeding 25%. The third aspect: all retailers, in addition to being notified and deciding whether to take part or not, shall be allowed to participate under equal conditions: which means it will no longer be possible for chain stores to run tailor-made promotional campaigns as was previously the case.

June

The Newton Compton bookstore opened on the Apple App Store. This is a newsstand application developed by the Roman publisher in collaboration with Enhanced Press that, with an initial inventory of 40 titles, launched the direct sale of its titles through the application with the same name (one of the first publishers to do so). Once the free app has been downloaded, users can browse the Newton Compton catalogue and, once they find the book they are looking for, it can be download directly on an iPhone or iPad.

July-August
Effe 2005 formalised the agreement with Geodis, a company whose core business is logistics and which gave birth to LSI 150 - Logistica e Servizi Integrati, the new company owned by the group. A choice that demonstrates Feltrinellis intent to strengthen its logistics network with a LSI 150 company, which will centralise the entire groups logistics, information services and supply chain activities creating efficiency and optimising the distribution process, as was explained in a company statement. In 2008, the holding company had already acquired a majority stake in PDE S.p.A. On July 20, the Italian Parliament approved the Draft Law 2281/2011 New regulations on the price of books that shores up the gaps that were opened under the previous law (2001)

Online acquisitions of scholarly e-content Italian, Spanish and French language titles High quality content in the Humanities and Social Sciences Discoverability, searchability and easy access for institutions and individuals

Via Benedetto da Maiano 3 50014 Fiesole (Florence) Italy Tel.: +39 055 50181 Fax: +39 055 5018201 Email: info@casalini.it www.casalini.it

31

130 PUBLISHERS
9.500 E-BOOKS
475 E-JOURNALS

200.000 ARTICLES AND PARTS OF WORKS

www.torrossa.it http://store.torrossa.it
25/08/2011 10.38.08

Gdl_ottobre.indd 1

Giornale della libreria 2011

Market

Market: +0.3%
experienced some hard times in recent years, grows overall by 0.5%, while continuing to represent, as a whole, 51% of the market (1.7 billion euro cover price). The situation is different as regards remainders (whether from warehouse stock or packaged specifically for these bookstores) and used books: 110 million euro in sales (+12.3%). An increasingly important area for bookstores (generating profit margins), which frequently presents formulas, layouts and exposures able to enhance this offer formula (Libraccio, Melbookstore, MelOutlet chains, etc.). Newsstands continue to show signs of growth (+2.6%). However, the strong negative trend has reversed - also due to the renovations underway at POS following the exit of paperbacks from this channel (nevertheless, about 45% of sales come from genre products: romantic fiction in particular). Sales at book exhibitions and fairs hold steady - indeed have risen - by 5.0%, especially thanks to the event factor they generate and then transfer on the publics purchasing behaviour. On-line sales are growing at the highest rate ever: +25%. Not just because of new operators (laFeltrinelli.it in late 2009, Amazon.it at the end of 2010) or promotion policies (though, in June 2011, on laFeltrinelli.it 5,602 titles out of 548,342 were on promotion - from 20% to 30% - i.e. 1.02 %!), but above all because of changes in the publics purchasing habits. Despite expectations, in 2010 the e-book market did not exceed 2 million euro (and probably the figure is an overestimate considering the operators disinclination to declare the true figures of file downloads). A value that represents 0.05% of the total market (still below the expectations expressed in mid-2010). A market, it should be remembered, that was essentially born between May and June last year - even if with a small number of titles in Italian (excluding purchases made from foreign on-line stores). The sale of books at museum bookshops is estimated to reach 25 million euro (+6.0%), thus reflecting the unclear passage of the concession system, the slowdown (if not stop) in the number of openings and renovations of new museums, the negative economic situation in the tourism sector and the small number of exhibitions attracting large numbers of visitors. The sale of bundled products (books) sold with newspapers and magazines has more than halved. The channels/products that have reached maturity in the Italian domestic market present rather different trends. We notice shifts (not quantifiable in terms of revenues for the time being) towards digital (Web, applications): Collectible items. As has been the case for a number of years, collectible items represent a mature product for the Italian market. Moreover, given a situation of consumption crisis where people have fewer resources to spend. In this way, classic collectible items sold at newsstands are either shifting towards producing contents

32

Giornale della libreria 2011

he market for Italian publishing was essentially stable in 2010: 3,417 million euro (cover price) total sales, with a slight growth by 0.3% compared to 2009. And after two years of negative results in which more than 280 million euro were lost in sales (Tab. 1). A return to a positive figure which represents, if nothing else, a trend in contrast with other areas of production and household consumption. A market that moves forward at two different speeds. The hold - indeed the growth - of bookstores, large-scale retail trade bookshelves, newsstands, online bookstores and faint signs of the birth of an Italian eBook market. Drop in channels, sales (and product) formulas that are by now mature: instalments (and therefore reference books, encyclopaedias, etc.), newsstands (specifically collectible items and bundled products), mail order sales and book clubs. Let us take a closer look: The trade channels - which we are taking in a wider context than Nielsen Bookscan does, including newsstands, sales at exhibitions and book fairs, museum bookshops, school books, etc. - show an increase by 5.4% in value which drops to +2.9% also including school-educational books. Its sales mainly continue to pass through bookstores and bookshops & stationers. 68% of the whole market lies in these channels and products. The bookstore channel, which also includes school books that have

Market
1. Trend in the publishing market by cover price Figures in euro and %
2007 Bookstores1 Retail purchasing consortiums2 Newsstands3 Other retail sale formats4 On-line bookstores and sales on the Internet5 e-books (estimate) A B C D Total School textbooks6 Books sold at museum and exhibition bookshops7 Total (A+B+C) By instalments Mail order sales Book clubs Direct sales to libraries (b2b) Italian books exported overseas** E Total Collectible items: Instalments at newsstands Electronic publishing (CD-rom, DVD-rom) Electronic publishing: databases and Internet services Remainders and used books at half price Non-books (related to bookstores) Revenues and sales for special initiatives (b2b) F Total Total (D+E+F) Bundled products: books enclosed in newspapers 1,415,956,000 716,280,000 28,438,000 2,165,601,000 311,777,000 143,182,000 83,303,000 50,230,000 40,730,000 629,222,000 293,226,000 330,458,000 69,618,000 79,790,000 38,206,000 101,000,000 912,298,000 3,707,121,000 159,717,000 1,423,202,008 676,820,000 26,200,000 2,147,288,000 268,128,000 128,863,000 78,885,000 48,000,000 41,100,000 564,976,000 235,168,000 348,000,000 75,239,000 84,577,000 40,700,000 85,800,000 869,484,000 3,596,680,000 139,500,000 1,048,000,000 258,400,000 18,500,000 19,756,000 71,300,000 2008 1,042,000,000 251,000,000 19,000,000 20,800,000 90,400,000 2009 1,068,000,000 261,000,000 19,500,000 21,900,000 101,200,000 1,068,000 1,472,668,000 667,000,000 23,580,000 2,163,248,000 213,400,000 120,000,000 75,000,000 45,000,000 42,000,000 495,400,000 161,100,000 264,480,000 97,810,000 95,000,000 50,500,000 80,000,000 748,890,000 3,407,538,000 93,744,000 2010 1,095,000,000 269,000,000 20,000,000 23,000,000 126,000,000 1,500,0000 1,534,000,000 648,000,000 25,000,000 2,207,500,000 181,000,000 115,000,000 76,000,000 43,000,000 41,800,000 457,300,000 152,950,000 214,229,000 125,600,000 115,000,000 68,200,00 76,500,000 752,479,000 3,417,279,000 68,433,000 % +2.6% +3.0% +2.6% +5.0% +24.5% +40.4% +4.2% -2.8% +6.0% +2.0% -15.2% -4.0% -4.4% -0.5% -7.6% -5.0% -19.0% +29.9% +21.0% +27.1% -6.8% -0.7% +0.3%

33

-7.3%
1 2

-30.5%

-32.8%

-27.0%

Giornale della libreria 2011

Excluding school books, textbooks and remainders. Bookshelves at supermarkets and large stores. 3 Excluding sales of collectible issues and bundled products sold with newspapers and magazines. 4 Excluding sales at post offices or brands of household/childrens products, etc. 5 Sales by Italian on-line bookstores. It does not include Italian customers expenditure for the purchase of books from on-line, foreign bookstores. 6 In bookstores and bookshops & stationers. 7 Estimate as the data on the sale of books at museum bookshops affiliated with the Ministry for Cultural Assets are not available. Source: Aie Research Department

Market
2. Trend in the (enlarged) * trade channels at cover price Figures in euro and %
2007 Bookstores1 School textbooks Remainders and used books at half price Bookstores Retail purchasing consortiums2 Newsstands3 Other retail sale formats4 Online bookstores and sales on the Internet5 e-books (estimate) Books sold at museum and exhibition bookshops6 Total
1 2

2008 1,042,000,000 676,820,000 84,577,000 1,803,397,000 251,000,000 19,000,000 20,800,000 90,400,000

2009 1,068,000,000 667,000,000 95,000,000 1,830,000,000 261,000,000 19,500,000 21,900,000 101,200,000 1,068,000

2010 1,095,000,000 648,000,000 115,000,000 1,858,000,000 269,000,000 20,000,000 23,000,000 126,000,000 2,000,0000 25,000,000 2,322,500,000

% +2.6% -2.8% +21.0 +1.3% +3.0% +2.6% +5.0% +24.5 +87.3 +6.0% +2.8%

1,048,000,000 716,280,000 79,790,000 1,844,070,000 258,400,000 18,500,000 19,756,000 71,300,000

28,438,000 2,240,464,000

26,200,000 2,210,797,000

23,580,000 2,258,248,000

Excluding school books, textbooks and remainders. Bookshelves at supermarkets and large stores. 3 Excluding sales of collectible issues and bundled products sold with newspapers and magazines. 4 Excluding sales at post offices or brands of household/childrens products etc. 5 Sales by Italian on-line bookstores. It does not consider Italian customers expense for the purchase of books from on-line, foreign bookstores. 6 Estimate as the data on the sale of books at museum bookshops affiliated with the Ministry for Cultural Assets are not available. Source: Aie Research Department

34

to be exported abroad to markets that are still wanting them (India, Eastern Europe, Russia, Japan) or they renew themselves in a digital mould: comic design and digital photography courses, etc. Instalments. In addition to the high cost of many of the works proposed, they are also experiencing the effects of a reduced spending power, the competition by free products available on-line, the transformation of family households, their decreasing importance for school uses and, ultimately - as is the case for collectible items - fewer new publishing ideas to meet the publics new needs. Undoubtedly, as for mail order sales and book clubs, the Internet competition is an important factor (and we believe) a critical issue on a structural level. Digital publishing (off line and on-line): represents around 10% of the market, but it still remains difficult to clearly

separate the sales of services on the Internet and the Web from services (courses, etc.) and paper products (books, magazines) provided through agent networks. The market in 2010 highlights some structural features already seen in recent years and particularly as regards seasonality: the role of on-line sales as anticipators of the Christmas sales peak. Between September and October, on-line bookstores are the first to increase sales (with a slump, at least in 2010, in November) and another peak, analogous to that in large chain bookstores, independent and retail purchasing consortiums, is reached in the last part of December. If we refer back to the data collected by Nielsen Bookscan Italy, in 2010 the trade channels (bookstores, chain stores, retail purchasing consortiums and online bookstores) reached a turnover of 1.446 million euro with 357,994 titles handled (less than 50% of the titles

active on the market?). A growth in sales by +3.4% per title (and 1.8% per copy), which corresponds to +3.2% of titles sold. It is simply not true - were further proof needed - that the market can grow even if there is a reduction in titles. It is not true in absolute terms (growth in turnover/new titles and reprints placed on the market), and it is not true in terms of titles handled (in this case, in trade channels). At least two other aspects should be pointed out regarding the market trend in 2010: the share of the paperbacks and the role of small publishers: Paperback sales (Tab. 4) represented over 20% of sales (in trade channels) in 2010: between 2008 and today, the sales weight of this line of product has grown by two percentage points: a result due to the greater ability of publishers to take advantage of their catalogue; to renovation of packaging and editorial graphics; to greater display opportunities at the

Giornale della libreria 2011

Market
POS; to promotional campaigns by all publishers who have paperback collections in their catalogue. Last but not least, the greater and growing sensitivity towards price by a public and a market that, to some extent, have broadened in recent years thus including less elite segments (perhaps not quite as much as we would like). This enlarged public enters a bookstore to buy the latest title (hardcover) and leave with a paperback as well. The increasing role that small publishers play in generating turnover, taking it away from the major publishing groups. This data should also be interpreted as a (relatively) shortterm phenomenon, since it is linked to the ability to develop publishing policies (and guess the right titles). Nonetheless, it is a fact that between 2008 and 2010 small publishers went from representing 11.7% of revenues in the trade channels to 13.5%. Another aspect regards the concentration

of sales in trade channels where 15% of the titles sold represents slightly less than 90% of the sales volumes. Even if the weight of Top 10 best sellers sold in bookstores, retail purchasing

consortiums and the Internet decreases from 3.7% in 2008, to 2.8% in 2009 and 2.3% last year.

35

Giornale della libreria 2011

Market
3. Trend in titles handled in the trade channel

Source: Nielsen Bookscan for Aie

4. Trends in sales of paperbacks and their weight in the trade channels: * 2010 Figures in %

36

Giornale della libreria 2011

* Bookstores, chain bookstores, supermarkets and large stores, on-line bookstores; excluding retail purchasing consortiums. Source: Nielsen Bookscan for Aie

Here is the chance to communicate with the international childrens publishing market!
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The rights place for childrens content from Monday 19th to Thursday 22nd March Bologna 2012

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Market

Top 30: + Italian - foreign

he richness and diversification of the publishing offer available today compared to the recent past also emerges from the ranking of the best-selling titles in bookshops in 2010: Italian and foreign novels, but also cooking manuals (in this case thanks to successful television shows), historical and religious non-fiction, humorous books and books for children. Only 7 foreign authors appear in the top 20 best-selling titles in 2010: AngloSaxon authors of best sellers, though increasingly on the decline, Spanish (Carlos Ruiz Zafn) or Northern European riding on the tailcoat of the Larsson effect. The weight of the sales of Italian authors has gradually increased in the past years: fiction writers, but also light non-fiction and manuals belonging to a cross-section of genres (from cooking to health). The publishing houses have selected new names, helped them to grow, and invested in communications, marketing and distribution. A success on the domestic market which for Italian authors represents the first condition for selling rights to foreign publishers. A success that often turns a best seller into a long seller: 35% of the Top 20 in 2010 had been published in previous years. The ranking does not reflect it, but the towing effect exerted by new titles on those released previously is progressively increasing, thanks also to publishers who are better able to manage the mechanisms of success and the problems related to distribution, logistics and production. Basically, the Copy in Italy is appreciated, confirming Italian readers interest in Italian authors. Whether newcomers or not. Within this group, the popularity of authors that have been successfully loaned out to publishers from other industry-related professions stands out: in addition to Benedetta Parodi, we find the screenwriter and teacher Alessandro DAvenia, the young Silvia Avallone and the director Paolo Sorrentino, both finalists in the Strega Award, journalist and writer Massimo Gramellini with his first novel in 2010, and Fabio Geda, whose third book received widespread coverage with his tale of a young Afghan refugee, a niche theme which always generates interest. Finally, it is worth noting that 30% of the best-selling titles/authors were published by houses that are not (or do not belong) to the major publishing groups: from Sellerio to E/O to Minimum fax.

38

Giornale della libreria 2011

Market
The Top 30 in 2010 Title 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Cotto e mangiato The Prague Cemetery Benvenuti nella mia cucina Temporary Perfections Fall of Giants Appunti di un venditore di donne Io e te La caccia al tesoro Acciaio Il tempo che vorrei Lettera per la visita alle famiglie Canale Mussolini The Solitude of Prime Numbers Acqua in bocca The Elegance of the Hedgehog Il sorriso di Angelica L'ultima riga delle favole I dolori del giovane Walter Le ricette di Casa Clerici Bianca come il latte, Il peso della farfalla I segreti del Vaticano The Little Prince The Midnight Palace The Shadow of the Wind una vita che ti aspetto The Ice Princess Il giorno in pi The Hypnotist Everybodys Right Authors Benedetta Parodi Umberto Eco Benedetta Parodi Gianrico Carofiglio Ken Follett Giorgio Faletti Niccol Ammaniti Andrea Camilleri Silvia Avallone Fabio Volo Dionigi Tettamanzi Antonio Pennacchi Paolo Giordano A. Camilleri; C. Lucarelli Muriel Barbery Andrea Camilleri Massimo Gramellini Luciana Littizzetto Antonella Clerici Alessandro D'Avenia Erri De Luca Corrado Augias Antoine de Saint-Exupry Carlos Ruiz Zafn Carlos Ruiz Zafn Fabio Volo Camilla Lckberg Fabio Volo Lars Kepler Paolo Sorrentino Publisher Vallardi A. Bompiani Vallardi A. Sellerio Mondadori B.C. Dalai Editore Einaudi Sellerio Rizzoli Mondadori Centro Ambrosiano Mondadori Mondadori Minimum Fax E/O Sellerio Longanesi Mondadori Rizzoli Mondadori Feltrinelli Mondadori Bompiani Mondadori Mondadori Mondadori Marsilio Mondadori Longanesi Feltrinelli Year 2009 2010 2010 2010 2010 2010 2010 2010 2010 2009 2010 2010 2010 2010 2007 2010 2010 2010 2010 2010 2009 2010 2000 2010 2006 2004 2010 2008 2010 2010 Price 14.90 19.50 14.90 14.00 25.00 20.00 10.00 14.00 18.00 18.00 0.60 20.00 13.00 10.00 18.00 14.00 16.60 18.00 15.90 19.00 7.50 19.50 7.50 19.00 13.00 9.00 18.50

39

18.60 18.00

Source: IE Arianna

Giornale della libreria 2011

13.00

Market

Export: not just

rawing up a summary of the impact of the internationalisation process on the Italian publishing industry over the last decade reveals a highly diversified picture. A new progressive paradigm has replaced the internationalisation process that, still in the 90s, essentially coincided with the export of Italian books and their sale to overseas Italian bookstores or libraries in universities that feature Italian studies. A new paradigm which is more structured and focused on the Made in Italy brand rather than on products. Or, as has been said, it is centred on the Copy in Italy. It still certainly means exported Italian books (Tab. 1), albeit in an essentially stable framework (40-42 million euro a year, 1.2% of the market), but, above all, it shows a new-found ability of companies to diversify the tools that guarantee the same process in a better way than in the past. An inevitable path when faced with two basic elements: an Italian-speaking market which coincides with the domestic market (60.3 million nationals) to which can be added a few million other potential readers/buyers living abroad (while the English-speaking market can count on 309-400 million potential (first language) readers/buyers, the French market on 70-110 million (native speakers), the Spanish market on 329-400 million Spanish-speakers (first language), the German market on 101 million and the Russian market on 175 million (primary language), etc. The absence of institutional entities and policies able to leverage the teaching of Italian as a second or third language in schools and/or universities; government institutions abroad grappling with a devastating mix of reductions in resources and selection of personnel that is not based on skills; the absence (or scattered presence) of links with companies that produce cultural content which then represent the image of Italy abroad (authors and books but also music and films); a chronic lack of reasonable planning of events/initiatives at international book fairs in which publishers can participate; an incentive policy for translations (cfr. Premi e incentivi alle traduzioni, 2011 edition) which remains complex and jumbled. Finally, the recent closure of the Institute for Foreign Trade (ICE) which in recent years was the only entity able to support publishing companies on some internationalisation projects: taking part in exhibitions, missions abroad, surveys and research on international markets, etc. Better ability in diversifying tools, that is: Co-editions (Tab. 2) especially in the books for children sector, art publishing, architecture, photography, lifestyle, urban planning, design, etc.: from 44.1% of co-editions in 1997 to 86% in 2010 (more than 2% of all titles published; thirteen years ago it was only 0.75%). An increase in books published by Italian publishers directly in a foreign language - principally English. In 2000, the miscellaneous books for adults published directly in English numbered 862 (1.6% of the production); today 1. Trend in exports of Italian books Figures in millions of euro

46,3

45,5

45,1

40

41,7 39,5 38,6 39,9 40,7

42,0 41,1

41,8

Giornale della libreria 2011

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Source: Aie Research Department

books anymore
2. Trend in co-editions with foreign publishers Figures representing the number of titles and %
1997 Co-editions with foreign publishers Co-editions %
Source: Aie Research Department

Market

2000 290 590 49.1%

2005 450 640 70.3%

2006 430 673 63.9%

2007 465 660 70.4%

2008 487 683 71.3%

2009 501 696 72.0%

2010 679 794 85.5%

119 270 44.1%

the number is 922 (1.7% of published titles). They are predominantly art and illustrated books (22%) and travel books (11%). Acquisition of interests in foreign publishing houses by major publishing groups which we have tried to highlight in the map of Italian publishers 2011. In particular: Gruppo editoriale GeMS: Duomo ediciones in the Spanish market (2009), as years ago Gruppo Mondadori did with Random House. Gruppo RCS: with the acquisition of the French Flammarion. In 2011, Effe 2005 (the holding company that controls Giangiacomo Feltrinelli Editore) made a double purchase: the Spanish Editorial Anagramma (10%) and the Barcelonabased chain of bookstores (4) La Central (17%). Europa Editions, a small publishing house created by Edizioni e/o in the United States to launch refined quality fiction in the Englishspeaking market (a market that gives publications the greatest international exposure). As can be seen, all these acquisitions on the international market are linked by a leading thread: direct access to markets that are linguistically larger

compared to national and domestic one. Italian publishers distribution agreements on international markets (US, Japan, etc.) are growing, especially in the art segment through contracts with local specialist distributors. An interesting (promising) sector

is developing: the art and image Apps. Products for which there is an international market by virtue of their nature. Art publishing and quality printing/packaging activities, which in Italy have historically enjoyed a tradition of excellence compared to international markets, could

3. Trend in sales of Italian authors copyrights abroad Figures representing the number of titles

41

* Estimate Source: Aie Research Department based on Ice-Doxa data (2001-2007), Aie estimates for the following years based on publishers statements

Giornale della libreria 2011

Market
4. Breakdown of rights sales by publishing genre Figures in %

Source: Aie Research Department based on Ice-Doxa data

42

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find important opportunities for development in the field of digital publishing. In this sense, the gap that separates the Italian publishers from other major publishers in Europe and the U.S. in the eBook and applications market - especially in the most innovative applications (new and future forms of books) - is not unbridgeable, especially in applications and niche publishing projects: but they are now international niches and as such must be addressed and planned from the outset. Almost by contrast, facsimile editions have considerable opportunities in the international markets: libraries and collectors. Traditional exporters of Italian books, in turn, are converting/ integrating their modes of access to international book markets (e.g. Torrossa.it, the new Casalini Libris full text platform, now offer 8,500 monographs and conference proceedings, 440 magazines and 110 Italian and Spanish publishers - for a total of 180,000 digital items - to institutions and individuals) into the new ways of Web access/storage/

consultation. However, in recent years, within the broader process of the internationalisation of Italian publishing, growing attention (and an equally growing weight on the revenues of the publishing houses) has been paid to the sale of rights (or co-editions with foreign publishers). It started out as an occasional phenomenon (from Don Camillo e Peppone by Giovannino Guareschi in the 60s, to Calvino to Ecos In the name of the Rose in the 80s) and over the past decade it has become a structural feature of a more mature publishing geared towards internationalisation. Proof (and size) of this process has been brought to light in two surveys carried out by the Aie Research Department together with the Institute for Foreign Trade (ICE) and Doxa. Between 2001-2003 and 2004-2007, two sets of surveys were designed and conducted with the aim of monitoring the weight (and trend) that this activity had started showing on the Italian publishing industry (and the results from participating in international fairs); the linguistic areas, the markets involved

and new orientations. Lastly, the identification of critical points involving some areas/markets or organisational systems. As can be seen (Tab. 3), although Italian publishers continue to pay attention to foreign publications by other publishers, the number of titles that find their way onto the international market increasingly grows. The latter by 15% annually on average. The former by only 7%. The sale of rights now affects almost all literary genres and production sectors (Tab. 4), not just literary and authors fiction anymore, but also genre fiction (romance novels, thrillers, fantasy books), books for children, manuals, etc. Moreover, the trend in export and sale of rights is accompanied by the development on the Italian market of a geo-publishing phenomenon which helps explain the importance of the purchase of foreign rights. Publishing catalogues and projects (especially by small publishers which have specialised in particular areas of literature and languages and which are meeting the needs and demand of a particular (lite) segments of Italian readers (Tab. 5).

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5. Major publishers with a geo-publishing catalogue
Geo-publishing area and publishing house opening year Edizioni e/o Eastern European literature especially in the first phase of activity, Noir Mediterraneo (1979) La giustina Hebrew and Israeli-Palestinian literature (1980) Titles in their catalogue

485 new titles: 32

351 new titles: 29

Edizioni Lavoro Southern hemisphere literature (1982)

478 new titles: 31

Iperborea Scandinavian and Northern European literature (1987)

175 new titles: 10

Voland Russian and Slavic languages literature (1995)

190 new titles: 4

ObarraO Southeast Asian literature (1998)

54 new titles: 9

La Nuova Frontiera Latin American literature (2004)

57 new titles: 13

Cavallo di ferro Portuguese literature (2005)

64 new titles: 15

Metropoli dAsia Asiatic underground literature (2008)

4 new titles: 4

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Source: Aie Research Department; Editrice Biliografica, Publishers Catalogue 2011 data

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SUR American sub-continent literature (2011)

Market

Teenagers:
market, also because of economic reasons. Undoubtedly, the teenagers market is growing as a reading (+18.3% among 6-17-year-olds) and turnover (+5.7% between 2009 and 2010) market perimeter. The demographic data: in 1975 there were 14.5 million under 20s and 9.6 million over-60s; in 2030 17.7 million under-60s and 6.9 under-20s are foreseen. The reading and purchasing indices (though on the rise) rank Italy last among the UE5 country markets. There are no public policies for promoting reading among children or resources for the development of collections in public and school libraries. These elements have led publishers of books for children and teenagers to feel the need (the indispensability) to think right at the outset of ways to directly enhance editorial projects, innovation and the graphic/narrative quality of the stories, new characters, co-editing initiatives and licensing activities, joint ventures, etc. for the international markets. Which is why, between 2001 and the present day, the gap and negative balance between acquisition and sale of rights of editions in teenagers publishing have been progressively yet steadily reduced. The phenomenon would probably be even more marked if the data regarding co-editions (and publishing packaging) 1. Trend in sales and acquisitions of rights of children books 2001-2010. Figures representing the number of titles and %

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n 2011, the Aie Research Department, encouraged by the Editoria per ragazzi group, updated its previous surveys (for the teenagers book market only), focusing on the areas/countries of sales and acquisition. The data refer to 20% of businesses and their brands which in 2010 published 71% of new titles and 75% of total production for teenagers. The picture that emerges is illustrated in Table 1 which shows: Basic stability in the acquisition of rights, which remains considerable: this is the result of curiosity and attention on the part of Italian publishers (and their readers) paid to publications by foreign literatures and publishing houses; An important growth in the sale of rights to foreign publishers: from 486 sold (against 1,250 bought) in 2001, it switches, between 2009 and 2010, to a positive balance: 1,283 books for which rights have been acquired against 1,607 sold. The representation in the graph should be read as the result of a double transformation: in the way Italian publishers develop their catalogues and their business - no longer merely seeking out new authors, but broadening their exploitation of rights across more (technological) platforms and geographical areas; in the manner and the attention paid by foreign publishing houses to Italian publishers and their catalogues of children books (an analogous process is also taking place in the area of fiction by Italian authors). This orientation towards foreign markets stems from several factors: For publishing houses, the domestic market is no longer the one and only

Source: Processing by Aie Research Department based on Ice-Doxa data; Aie Research Department 2008 and 2010

+ export import
and the graphic creativity of Italian illustrators on the international market, etc. could be taken into consideration. In any event: If we cross these data (Tab. 2) with those of new title productions, we see that an increasing number of new titles is conceived as books that could be launched in the international markets. This means there is a new and different policy regarding authors (narrators, illustrators); graphic quality; co-editing activities; etc. The sale of rights of titles that make up their catalogue becomes relevant: the publishers interviewed claim that in 2010 they sold the rights of 1,607 works, but they (only) published 1,330 new titles. Obviously, titles were taken from previous catalogues. Behind all this, we can see the creation of reciprocal relationships and understandings between publishing houses belonging to different publishers that are not limited to the acquisition of new titles. The European market remains the largest market outlet for the sale of rights. The Asian markets - led by China - with 21% (in 2007 = 14%) today represent the second largest area for sales, overtaking North America by a large growth margin. Even if until 5-6 years ago the initial figures for the Asian markets were quite pitiful. (Tab. 3) The North American and, more broadly, the English-speaking markets still show the lowest growth rate (unchanged 2. Incidence of sales of rights on new titles published: 2001-2010. Figures representing the number of titles and respective percentages

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over 2007). Trade with Central and South America is on the rise: 7% market share (+83%). It remains to be understood if we are witnessing economical or structural factors, linked to economic growth and the need for local publishers to source titles to enrich their catalogues (as Italian publishers did in the 80s and 90s) and satisfy a strongly growing population which accesses education; an area where families (and countries) invest on the education of their children. Different publishers contribute differently to export: (Tab. 4) 95.3% of sales (2010) is made by major publishers or small publishers/ brands that belong to them and that can exploit the benefits of participating in international events. Also smaller publishers (albeit to a much lesser extent) are markedly oriented towards selling rights. A sign of this effort can be observed in the incidence of titles whose rights are sold overseas on the total number of titles that make up the catalogue: 27% among the small publishers (one in three), compared to 58% of the large publishers (the small ones owned by the larger groups). It seems obvious therefore that formulas able to reduce the costs of transaction by smaller companies need to be found.

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Source: Processing by Aie Research Department based on Ice-Doxa data 2001-2007; Aie Research Department 2008 and 2010; Liber

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Market
3. Sale of rights of children books by geographical area: 2007-2010. Percentage figures

Central and South America North America 7% 4%

128 titles (+83%)

65% export
[70%]

Europe

[5%]

Italy

Asia 21%

Source: Processing by Aie Research Department on data provided by publishers.

4. Sale of rights of children books by geographical area: 2007-2010. Percentage figures

7.4% 7.2% 4.8% 8.2%

France Germany UK Portugal Spain

28.2%

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19.0%

4.6% 3.0% 2.8% 4.3% 6.3% 5.6% 17.6%

Greece Scand. countries Poland Hungary Balkanic Europe Russia

Other countries

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Source: Processing by Aie Research Department on data provided by publishers.

29 maggio 1953. Edmund Hillary, insieme allo sherpa Tenzing Norgay, conquistava la vetta dellEverest

Market

Anche per conquistare il mercato serve una guida esperta. Argentovivo

Poi ha ideato Bibliostar, lesposizione di servizi, tecnologie e arredi per le biblioteche e dal 1998 gestisce la vendita di spazi

Laccordo con la Fiera di Bologna nel 2004 stata la tappa successiva per lo sviluppo della comunicazione pubblicitaria in una manifestazione di assoluto rilievo, qual la Childrens Book Fair.

(e senza sbagliare sentiero!)

Argentovivo viale Giovanni da Cermenate 70 20141 Milano tel. 02.89515424 fax 02.89515565 www.argentovivo.it argentovivo@argentovivo.it

Giornale della libreria 2011

rgentovivo, dal 1994, la concessionaria di pubblicit specializzata nei settori editoria e biblioteche con le due testate di riferimento: il Giornale della Libreria e Biblioteche Oggi.

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agli editori su Ibs, la pi importante libreria virtuale italiana con oltre due milioni di visitatori unici al mese. Oggi Argentovivo, grazie anche agli altri mezzi quali LIndice dei libri del mese, Sfoglialibro, Wuz... in grado di offrire agli editori e a tutte le aziende che lavorano nel settore editoriale un ampio spettro di opportunit per promuovere il proprio business e arrivare pi in alto...

Market

In the Dream Land

A trans-media firm which, through its boosting of creativity in publishing, opening towards the Chinese market and a new digital start-up, represents an innovative business model and an example of excellence on the Italian scene: Atlantyca Entertainment

tlantyca Entertainment was founded in September 2006 (and so this dynamic firm will shortly celebrate its fifth anniversary) by the well known publisher and entrepreneur Pietro Marietti who, with Elisabetta Dami, initiated one of the phenomenal publishing successes of childrens literature: the famous Geronimo Stilton series of childrens books. A trans-media company structured in 4 divisions, Animation (Production/ Distribution), Licensing, Publishing

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Claudia Mazzucco - Ceo Atlantyca

and Sale of Foreign Rights, Atlantyca Entertainment together with its partner and co-producer Moonscoop has produced two seasons of the animated series Geronimo Stilton, the first launched throughout Europe in the autumn of 2009, with the participation of Rai, M6 and France Television. The two firms are currently producing the second season which will be broadcast by Rai 2 in the autumn of 2011. Atlantyca is also partnering Moonscoop in both the production and distribution (only for Italy) of the animated series Dive Olly Dive (season II). The Licensing division of the company handles international licensing initiatives for all the Geronimo Stilton brands and all the spin-offs from its characters. Among the key properties are: Geronimo Stilton, Geronimo Stilton the Cartoon Series, Geronimo Stilton: In the Kingdom of Fantasy. Atlantyca is also licensing agent for Code Lyoko and Dive Olly Dive of Moonscoop as well as for Funny Face of FitzRoy Media, the animated fruits which have now become legendary. The Foreign Rights division is responsible for the commercial success of the sale of translation rights for the famous Geronimo Stilton book series. It has signed contracts with more than 40 publishers around the

world for translations of the Geronimo Stilton works, including Scholastic US, Editorial Planeta in Spain and South America, Sun Ya in Hong Kong and 21st Century Publishing House in China. In addition to the Geronimo Stilton works, Atlantyca represents a further 700 titles from all the leading Italian publishers for children: Edizioni Piemme, Dreamfarm EL, Lapis and for Asia Mondadori, Edicart, Franco Cosimo Panini and Pearson Italia. In January 2010 the company opened an office in Beijing, China, and so far Atlantyca has already signed over 360 translation contracts involving the most important Italian publishers, including Mondadori, Piemme and Edizioni EL; furthermore the company has signed 2,700 translation contracts with over 80 leading publishers from all over the world. In April 2011 Atlantyca carried out a significant expansion of its publishing

business thanks to the acquisition of Dreamfarm (renamed Atlantyca Dreamfarm), a Milanese firm specialising in the planning and development of childrens books. It has the task of choosing and developing concepts which, starting out as publishing works, can be successfully and effectively extended into various other media (television, videogame, app or web program), in line with the companys distinctive trans-media mission. This mission has inspired the initiation of the latest start-up of the Atlantyca Group, the most experimental of all: Atlantyca - LAB, a new company which deals with research and development in every direction in the world of videogames, apps and content from and for the web, using the brands and properties of Atlantyca and Atlantyca Dreamfarm as well as acquiring new ones. In these times of great changes in the field of media and storytelling, Atlantyca - LAB can be looked upon as a place of contact, dialogue and exchange between classical and traditional publishing production and a world in continual evolution and in search of producers and developers of videogames, independent studies, game designers, experience designers and APP thinkers, in other words all those phenomena that gravitate around the world of new media. The new Atlantyca LAB start-up division has already distinguished itself, last July, with recognition on the part of the Milan Chamber of Commerce and the Provincia di Milano. Together they promoted a competition with the aim of supporting and encouraging small and medium size firms in the videogames sector in the

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Milan area, choosing the best proposals for the creation of interactive digital applications to show the city of Milan in the best light. Through the boosting of creativity in publishing thanks to Atlantyca Dreamfarm, the opening up to the new Chinese market thanks to the Atlantyca China office in Beijing and the Atlantyca LAB start-up, the Atlantyca Group offers a business model centred, on the one hand, on the creation of content and, on the other, on the best means of exploiting it, both in terms of media and new markets.

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