During the first day of Readmagine24 Marifé Boix, the Vicepresident of the Frankfurt Book Fair, moderated a panel as part of the Aldus Up project, a network of European Book Fairs (funded by Creative Europe).
Boix highlighted the focus areas of this project: translation promotion, changing reading habits, reading promotion, accessibility, inclusivity, and audience development, which is the main topic for this roundtable. The panel includes Eva Orúe, Director of the Feria del Libro de Madrid, Piero Crocenzi, CEO at the Salone del Libro di Torino, and Jürgen Boos, CEO and Director of the Frankfurt Book Fair.
You can follow in this video the ideas exposed during a special session organised as part of the activities of Aldus Up project. Among other information and insights, the main conversation threads were the following ones.
- Post-pandemic transformations
Eva Orúe shares her experiences since becoming director in 2022. She explains how the Madrid Book Fair, despite being a commercial fair without professional activities, saw substantial growth after the pandemic. In 2022, they had 2 million visits in 17 days, generating €10 million in book sales. Even with adverse weather in 2023, they saw €11 million in sales, indicating a strong readership. The fair has increasingly attracted international attention, though space limitations in El Parque del Retiro restrict the number of exhibitors.
Piero Crocenzi discusses how COVID-19 pushed the Turin International Book Fair to integrate technology more deeply into event management. They held a successful digital event in May 2020 and have since used technology to manage queues and agendas. The pandemic highlighted the irreplaceable need for in-person events but also the benefits of supporting physical events with digital tools.
Jürgen Boos emphasizes the importance of personal interactions at book fairs, a realization strengthened during the pandemic. He reflects on how book fairs need to continually reinvent themselves to stay relevant, balancing between being close to both authors and readers while addressing the evolving needs of the market.
- Innovations and New Initiatives
Eva Orúe talks about the need for private sponsors to maintain the essence of the Madrid Book Fair. They organize over 325 activities, including presentations, concerts, and theater. Key sponsors like Iberia and Repsol provide financial support and expertise, such as solar energy solutions and talent exchange programs.
Jürgen Boos highlights the Frankfurt Book Fair’s focus on the rights trade and the importance of catering to both B2B and B2C communities. They are seeing a shift with readers becoming fans, leading to increased security and new challenges. Boos also mentions the significance of addressing sustainability and self-censorship issues.
Piero Crocenzi explains how the Turin Book Fair emphasizes year-round engagement with the community through various events and projects, particularly targeting young readers and schools. They distribute books and create podcasts to foster a connection with literature beyond the fair’s duration.
- External Engagement and Year-Round Activities
Eva Orúe notes the importance of the Madrid Book Fair’s year-round engagement to maintain its presence and relevance. They visit schools and communities with limited access to the fair, bringing activities to them and inviting them to the fair.
Jürgen Boos stresses the need for European networks of book fairs to share experiences and collaborate on initiatives like book-to-film activities, aiming to create a cohesive European book fair community.
- Challenges and Concerns
Eva Orúe expresses concerns about managing the growing number of visitors while preserving the fair’s essence. The fair’s location in a historic park adds logistical challenges, requiring careful planning to protect the environment and heritage.
Jürgen Boos identifies sustainability, censorship, and safety as major challenges. The rise of fan culture among readers adds complexity to event management.
Piero Crocenzi highlights the importance of engaging young people and adapting language and content to their interests. He emphasizes the need to build future readers and fair visitors through targeted projects and activities.
- Conclusion
Marifé Boix summarizes the discussion, acknowledging the unique challenges each fair faces and the innovative strategies they employ.
The panel agrees on the importance of collaboration, community engagement, and adapting to market changes to ensure the continued success and relevance of European Book Fairs.
