Publishing in Tough Times

by Aída Bardales -- Críticas, 5/15/2008

When I read a recent New York Times article about how the recession is affecting Hispanic immigrants, I wound up thinking about the book business. The article, citing a survey conducted by the Inter-American Development Bank, reported that more Latin American immigrants are considering going back to their home countries in response to the crackdown on illegal immigrants, as well as the decrease in (low-wage) jobs. Fewer are sending money home; they’re saving or spending their earnings here instead.

What exactly they’re spending it on is hard to tell, but we know that consumer spending patterns can change during times of recession. People who no longer splurge on vacations or cars resort to more affordable distractions, such as entertainment.

Many booksellers still believe books are recession-proof and that people will continue to buy them because they cost less than other forms of entertainment. Of course, people are price-sensitive about books, too, so paperbacks and used books may get a boost, and readers may spend more time in libraries. With the dollar’s value dropping daily and increasing fuel prices affecting the cost of imported books, however, even the book industry doesn’t feel exactly safe—especially the Spanish-language book market.

One strategy: publish to the need. Editors and book distributors must have those immigrant Hispanics in mind—the ones who have no money to send home and must think carefully before spending their dollars here—and figure out which titles they’d consider worthwhile.

It’s natural to remain hopeful, given how well large chain bookstores are doing with Spanish-language titles. Still, as Judith Rosen found, many distributors are having to eat costs in order to avoid raising prices on already-pricey books. Overall, however, industry players are pretty optimistic about how our niche will fare in these tough economic times.

And maybe that’s because great books just keep coming. For instance, Adriana López talked to international literary superstar Carlos Ruiz Zafón, whose long-awaited second novel (for adults), El juego del ángel, sold like warm bread upon its publication in Spain last month. The book will be published here later this month, and many expect another best seller.

On the multi-media front, regular Críticas contributor Rafael Ocasio reviewed several DVDs dealing with the ever-hot topic of immigration. They will make a fine addition to library collections and help educate many hoping to better understand the challenges faced by many of their Spanish-speaking customers.