Making books affordable

       The National Book Fair starting tomorrow flashed me back to several similar real-life dramas I saw at the last event earlier this year. A girl looked desperately at a colourful book while the mother rushed her to move on to other stalls as she could not afford the price. At another booth selling history magazines and pocketbooks, a boy arrived to show the seller all his money and asked how many books he could get from the amount. It's a pity for many children that they cannot read any book they want as their families cannot afford pricey children's books.
       What I witnessed seems to contradict the government's publicity aimed at fostering youths' reading habits -with a vow that reading is the foundation of intellectual development. The cabinet in August adopted "reading" as the national agenda and 2009-2019 has been designated a "decade of reading". A committee promoting the reading chaired by the Education Ministry will drive the agenda to reality.
       But how can poor children in the countryside have a chance to read good non-textbooks as many of them still don't have enough food to eat in a day? One easy answer is, going to a school or community library. But I am still sceptical about the titles available in those libraries,whether they are attractive enough to draw the interest of young children. Another issue is how many community libraries does Thailand have? Are they accessible to rural children?
       The government is currently campaigning aggressively to establish a "creative economy" with a hefty budget of around 20 billion baht. Supporting the private sector to produce more affordable quality children's books should be put in this scheme as certainly books would better fit the criteria of a creative economy than fixing damaged fences at an ancient site. The government has for decades provided incentives to promote investment in several industries and services to drive the economy. Is it possible for publishers to be given some incentives to print quality reading materials so they can produce lower-priced books to serve the public? I believe Thai publishers have tried their best to publish good books but have not succeeded in knocking down the price to an affordable level for low and medium-income families.
       The book distribution system is another worrying factor that can determine the survival of many publishing houses,especially small ones. Currently, most publishers pin their hopes on sales at the National Book Fair, organised twice a year in Bangkok, plus a few times on a smaller scale in the major provinces.
       Several small publishers say over half of their annual sales are generated by the two fairs, forcing them to print out new titles at the fair to avoid missing the most important marketing opportunities.The process partly results in inferior quality of the books, proven by errors in the first edition or more updated information in later editions.
       A study by the Publishers and Booksellers Association of Thailand shows that 13,348 titles were introduced to the market in 2008 or 36.57 new titles each day. Imagine how difficult it is for a publisher to roll out a best-selling book amidst all the new titles put on shelves each day.
       Thailand had 512 publishers as of last year - around 83%were small publishers with less than 30 million baht in annual sales,7% were large publishers with over 100 million baht sales. The rest were medium-sized. However, the medium and large publishers controlled 86% of the 18.9-billion-baht sales in 2008.That sales structure will be similar to this year's projected figure of 19-19.2 billion baht. What will be different is the the diminishing share of small publishers who cannot withstand the economic struggle and are losing liquidity to continue their business.
       With the fair's fixed schedule, book readers, especially in Bangkok, are waiting to shop for new books from the over-crowded events - estimated to attract 1.5 million fairgoers in each edition. They would cut their visits to local bookshops as publishers normally give discounts of 20-50% in exchange for getting cash and bypassing the distributing agents. This is one of the reasons why individually-owned bookshops are unlikely to survive in Thailand. Only chain-bookstores are flourishing. The association's statistics counted 2,995 active bookshops last year, a sharp rise from 1,913 in 2007 as the figure included small Book Smile corners at 7-Eleven convenience stores.
       Thailand is still far from being a knowledge-based economy as average spending per year of the Thai people on books is only 300 baht. The government will need great concrete efforts to cultivate the reading habit, which will become true only when books are affordable and accessible to all who want to read them.