{"id":2005,"date":"2025-06-26T10:19:08","date_gmt":"2025-06-26T10:19:08","guid":{"rendered":"https:\/\/renodo.org\/en\/?p=2005"},"modified":"2025-06-26T10:19:08","modified_gmt":"2025-06-26T10:19:08","slug":"carlos-rojas-on-the-mexican-book-market","status":"publish","type":"post","link":"https:\/\/renodo.org\/en\/2025\/06\/26\/carlos-rojas-on-the-mexican-book-market\/","title":{"rendered":"CARLOS ROJAS ON THE MEXICAN BOOK MARKET"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dk9u69-8b56ff69103371b6b04410f8a03569d6\">\n#top .av-special-heading.av-dk9u69-8b56ff69103371b6b04410f8a03569d6{\npadding-bottom:18px;\n}\nbody .av-special-heading.av-dk9u69-8b56ff69103371b6b04410f8a03569d6 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-dk9u69-8b56ff69103371b6b04410f8a03569d6 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-dk9u69-8b56ff69103371b6b04410f8a03569d6 av-special-heading-h1 blockquote modern-quote modern-centered  avia-builder-el-0  el_before_av_video  avia-builder-el-first '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >CARLOS ROJAS ON THE MEXICAN BOOK MARKET<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='avia-video av-ctah1d-89561f95117da8e7e329b3d86ae316cb avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/youtu.be\/4jXIxJL7GKU'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"Carlos Rojas (Zebralution) | READMAGINE &#039;25\" width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/4jXIxJL7GKU?feature=oembed&autoplay=0&loop=0&controls=1&mute=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av-layout-grid-1'  class='av-layout-grid-container av-asjy29-59d97f2357a264d61f11dbac66a004a9 entry-content-wrapper main_color av-flex-cells  avia-builder-el-2  el_after_av_video  el_before_av_social_share  grid-row-not-first  container_wrap fullsize'  >\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8h6ei9-cd436ed11d89405aa1001600b7c7271e\">\n.flex_cell.av-8h6ei9-cd436ed11d89405aa1001600b7c7271e{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-8h6ei9-cd436ed11d89405aa1001600b7c7271e{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-8h6ei9-cd436ed11d89405aa1001600b7c7271e av-gridrow-cell av_one_fifth no_margin  avia-builder-el-3  el_before_av_cell_three_fifth  avia-builder-el-first  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf\">\n.flex_cell.av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-7pg8v5-2cc43166a36e5998a61698518f1b4aaf av-gridrow-cell av_three_fifth no_margin  avia-builder-el-4  el_after_av_cell_one_fifth  el_before_av_cell_one_fifth  content-align-top'  ><div class='flex_cell_inner'><section  class='av_textblock_section av-5tsre9-4ea363aeef6c7f14fb6a4b69e44aa36a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div>\n<p style=\"font-weight: 400;\">This is a comprehensive and insightful presentation about the Mexican book industry and its position within the global and Latin American market by Carlos Rojas during Readmagine 25. Rojas offered his personal perspective on the industry&#8217;s current state, challenges and opportunities and here is a short summary of ideas.<\/p>\n<p style=\"font-weight: 400;\"><strong>General economic context<\/strong><\/p>\n<p style=\"font-weight: 400;\">Carlos explained the general position of Mexico in the world context and developed some details about \u00abPlan M\u00e9xico\u00bb, an initiative aimed at improving the country&#8217;s economic situation, including job creation, international investment, and reducing poverty. However, the creative industries, like books and cinema, are not prioritised in these plans.<\/p>\n<p style=\"font-weight: 400;\"><strong>Mexican book industry<\/strong><\/p>\n<p style=\"font-weight: 400;\">The industry is growing, with a 20% increase in titles published, though overall book production dropped due to the cessation of the government\u2019s purchase of school books. The market is not a major contributor to Mexico&#8217;s GDP, accounting for only 0.5%. About 13% of the books sold are imported, mainly from Spain. There are challenges in growing the digital presence of books in Mexico.<\/p>\n<p style=\"font-weight: 400;\"><strong>Digital books &amp; audiobooks<\/strong><\/p>\n<p style=\"font-weight: 400;\">The digital book market is still in its infancy. Ebooks and audiobooks have shown some growth, especially during the pandemic, but the numbers are still small. The audiobook market is dominated by large companies like Random House and Planeta, but there are challenges in creating a sustainable market for audiobooks.<\/p>\n<p style=\"font-weight: 400;\">Relation to the Spanish market<\/p>\n<p style=\"font-weight: 400;\">Mexico plays a significant role in the Spanish book market. Many books from Spanish publishers are popular in Mexico, and the Mexican market represents a significant portion of sales for Spanish-language books.<\/p>\n<p style=\"font-weight: 400;\">Mexico is a strategic market due to its proximity to both the U.S. and the rest of Latin America.<\/p>\n<p style=\"font-weight: 400;\">Mexican publishers<\/p>\n<p style=\"font-weight: 400;\">There are three types of publishers in Mexico: international publishers with offices in Mexico, emerging Mexican publishers growing internationally, and independent publishers with a passion for producing books despite limited resources.<\/p>\n<p style=\"font-weight: 400;\">Challenges<\/p>\n<p style=\"font-weight: 400;\">The industry faces a lack of regulations, such as the absence of a fixed price law, a meta-database for books, and the government&#8217;s neglect of creative industries.<\/p>\n<p style=\"font-weight: 400;\">Digital book formats, such as eBooks and audiobooks, have low penetration and are still developing in Mexico.<\/p>\n<p style=\"font-weight: 400;\">The future of digital &amp; print-on-demand<\/p>\n<p style=\"font-weight: 400;\">Print-on-demand is an emerging option, but the Mexican market has yet to fully embrace it. Despite challenges, there are signs of growth, especially in audiobooks, where there is significant interest and expectations for future growth.<\/p>\n<p style=\"font-weight: 400;\">Carlos seemed hopeful about the future but recognizes the industry&#8217;s dependence on the Spanish book market and the barriers to expanding the digital and print-on-demand sectors.<\/p>\n<p style=\"font-weight: 400;\">You can follow in this video the whole interesting view into how Mexico is positioning itself within the broader Latin American and Spanish book industry landscape.<\/p>\n<p style=\"font-weight: 400;\">Carlos Rojas Urrutia is currently Head of Spanish Language Content at the Digital Publishing Division of Zebralution GmbH, a German distributor of audio and digital content. He is also a founding partner of Lecturable, a Mexican agency focused in designing strategies for the publishing industry. Prior to these activities, he was general manager of MVB Am\u00e9rica Latina, an international subsidiary of tools and solutions for the book industry related to the business area of the Frankfurter Buchmesse. He also collaborated in areas related to promotion and development of reading programs in various Mexican institutions, as well as in the Mexican bookstore chains of Fondo de Cultura Econ\u00f3mica, Educal and Gandhi.<\/p>\n<\/div>\n<div><\/div>\n<\/div><\/section>\n<\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da\">\n.flex_cell.av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-4o1ugh-d01cb9cabd2783b284be252c2a8ad6da av-gridrow-cell av_one_fifth no_margin  avia-builder-el-6  el_after_av_cell_three_fifth  avia-builder-el-last  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div><\/div><div id='after_grid_row_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2005'><div class='entry-content-wrapper clearfix'><div  class='av-social-sharing-box av-2l40jl-fc657a5d4109edb166beabe7d2d69df2 av-social-sharing-box-default  avia-builder-el-7  el_after_av_layout_row  avia-builder-el-no-sibling  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Compartir esta entrada<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/renodo.org\/en\/2025\/06\/26\/carlos-rojas-on-the-mexican-book-market\/&#038;t=CARLOS%20ROJAS%20ON%20THE%20MEXICAN%20BOOK%20MARKET' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en Facebook'><span class='avia_hidden_link_text'>Compartir en Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en X\" href='https:\/\/twitter.com\/share?text=CARLOS%20ROJAS%20ON%20THE%20MEXICAN%20BOOK%20MARKET&#038;url=https:\/\/renodo.org\/en\/?p=2005' data-av_icon='\ue932' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en X'><span class='avia_hidden_link_text'>Compartir en X<\/span><\/a><\/li><li class='av-share-link av-social-link-mail avia_social_iconfont' ><a  aria-label=\"Compartir por correo\" href='mailto:?subject=CARLOS%20ROJAS%20ON%20THE%20MEXICAN%20BOOK%20MARKET&#038;body=https:\/\/renodo.org\/en\/2025\/06\/26\/carlos-rojas-on-the-mexican-book-market\/' data-av_icon='\ue805' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir por correo'><span class='avia_hidden_link_text'>Compartir por correo<\/span><\/a><\/li><\/ul><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":2006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[3,4,21],"tags":[],"class_list":["post-2005","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-home","category-ideas","category-ideasen","post_format-post-format-video"],"_links":{"self":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/2005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/comments?post=2005"}],"version-history":[{"count":1,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/2005\/revisions"}],"predecessor-version":[{"id":2007,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/2005\/revisions\/2007"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media\/2006"}],"wp:attachment":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media?parent=2005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/categories?post=2005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/tags?post=2005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}