A European-caliber get-together

This year there were no surprises at the annual Lviv Publishers Forum, which ended on Sept. 14. There were the same recognizable faces, the same huge scale, new, awaited books, and numerous book launches and book-signing sessions. In general, the forum is reminiscent of a large European – caliber get-together with a predominantly unchangeable set of participants – which is what makes it interesting.

The Lviv Publishers Forum has become a cult event, and not just for bibliophiles, so it does not have to create surprises. “Lviv and Ukraine cannot live without it,” said its president Oleksandra Koval in an interview with The Day. The mass media long ago dubbed it Ukraine’s most significant cultural event, and pursuant to a presidential order, it has had national status since 2007. But this lofty standing has done little to help the organizers, at least financially, Koval said. The state budget did not give one red cent for this annual book event.

However, the organizers are not after state funding because this would give the State Committee of Television and Radio co-organizer status, something Koval does not want to happen. The participants’ fees have risen by 10-15 percent, a move that, fortunately, did not deter the number of booksellers (over 500 stands were installed) or the flood of visitors. All in all, the book fair was a success.

SENSING URGENT CHANGES

For large publishing houses the Lviv Publishers Forum is an opportunity to present their new editions on a grand scale, get public attention, and sell books. Virtually all of them availed themselves of this chance. Piramida organized daily book signing sessions for Maria Matios, and the A-BA-BA-HA-LA-MA-HA’s presentation hosted by Ivan Malkovych and Yurii Andrukhovych drew a big crowd. The Kapranov brothers personally welcomed visitors at the entrance.

For little-known authors and small publishing houses and bookstores the forum is a unique opportunity to interact face to face with a broad range of readers. The participants had announced 253 events (launches, roundtables, discussions, and book signing sessions), but it is difficult to say how many of them actually took place. Some book launches attracted no more than a handful of people, while other visitors complained that they were physically unable to attend all the events they were interested in.

In general, selling books is not the book fair’s main objective. Publishers want to make the necessary contacts, network, and analyze book market tendencies. This was also the goal of the business forum entitled “Book Publishing in Ukraine: State of Affairs, Problems, and Prospects.” Organized for publishers and book distributors, it was attended by foreign guests and Mykola Kmit, the head of the Lviv Oblast State Administration.

Gus Schuent, a leading Dutch expert on state and municipal book policies, advised Ukrainians on how to change Ukraine’s book market. “Often you blame the government, but publishers need to cooperate and carry out joint training. They need to understand that a competitor is a potential partner, rather than an enemy. The Lviv Publishers Forum has shown that you have come a long way, and I am sure you can do more,” said the expert, adding that book publishing in Ukraine needs to be more reader-oriented, and bookstores have to be different from each other. They need to introduce self – service and clear guides – everything in a bookstore needs to booster the shopper’s desire to purchase a book. In Schuent’s opinion, Ukraine’s book publishing sector lacks a sense of urgent changes and cooperation, as well as fixed prices on books.

Visitors had the same complaints. “There are very few new things that attract attention. I don’t see any progress in design or marketing technology,” said a visitor named Andrii. Kostiantyn Klimashenko, the owner of the Knyzhkovyi Supermarket net­work, believes that the root cause lies in Ukrainian publishers’ unwillingness to monitor the dynamics of their book sales. At the same time, most publishers attribute their lack of success to the perennial Ukrainian problem-lack of funds.

A TRIPARTITE EFFORT

Funding is less of a concern for the A-BA-BA-HA-LA-MA-HA Pub­lishing House, which has been able to capitalize on the demand for children’s literature and to grow. At the forum it launched Yurii Andrukhovych’s translation of William Shakespeare’s Hamlet illustrated by Vladyslav Yerko. This book received the Grand Prix from the forum’s jury. This is the thirteenth Ukrainian-language translation of Shakespeare’s masterpiece, but none of Andrukhovych’s predecessors had the opportunity to present their works at a book forum.

With its wonderful design and affordable price (40 hryvnias), the book sold like hot cakes. “When such masters as An­dru­khovych and Yerko get together, and the publisher tries to do its best, such a tripartite effort yields pretty good results,” said the book’s publisher (and poet) Ivan Malkovych.

In general, however, it is reader interest rather than a jury decision that spells success. On the other hand, it is hard to tell if the Ukrainian-language version of Hamlet would be so popular if its author and translator were not so well-liked. The publishing trio promised to launch Romeo and Juliet next year.

POLITICAL DIVERSION AT THE FORUM

Rarely does an interesting event avoid being spoiled by some unpleasantness. Although the 2008 Lviv Publishers Forum did not receive any support from politicians, it served as another pretext for bringing their positions across to the masses. In the first days of the forum Yurii Lutsenko and Viacheslav Kyrylenko participated in book launches and roundtables, while the end of the forum coincided, perhaps not altogether accidentally, with two rallies initiated separately by the BYuT and Our Ukraine. The words “Ukraine is in danger!” sounded weird coming from the stage, and the occasional voice shouting “Yulia, Yulia!” into a microphone and the ironic smirks of passers-by added to the comic effect. On the other hand, some Polish tourists got free admission to the circus they have seen only on TV.

When the forum ended, Lviv heaved a sigh of relief. There will now be two times fewer traffic jams and tourists, and public transport will be less packed. The organizers are satisfied with this year’s forum and promise more events throughout the year.