BEIJING — The traditional publishing industry’s prospects may be
bleak overall, but there is a promising story to be found in an
unexpected place, in a country plagued by censorship and bureaucracy:
China.
Last week at the Beijing International Book Fair, the largest
gathering in the event’s 19-year history, the mood in the cavernous
exhibition center was buoyant, despite the barren decor and a lack of
good coffee. The Chinese publishing industry is in an “expansive mode”
explained Seth Russo, the director of international sales at Simon &
Schuster. It is now the world’s largest in terms of volume, with 7.7
billion books published in 2011,
up by 7.5 percent from 2010.
Driving sales is a
literate population
that emphasizes education and self-improvement. Censorship has become
less draconian since Mao’s time and publishing has become more
commercial. As a result, readers of Chinese books today have more choice
of genre, voice and subject matter than they have had at any time in
the last 60 years.
During the Cultural Revolution, schools and universities were shut
down and books were banned. Writers under Mao could be executed,
imprisoned or ostracized for political incorrectness. (
Sometimes they still are.)
But such suffering became part of China’s creative legacy in the 70’s,
thanks to “scar literature,” a popular genre that describes the horrors
of the era.
In other words, if hardline Communism stalled Chinese literature, it
did not stamp it out. “Unlike many developing countries, China has a
long tradition of education and reading, culture and literature,” Jo
Lusby, head of Penguin China, told me in Beijing this week. The Chinese
consumer’s interest in books needed only to be revived, not created.
Mirroring a society more concerned with personal pleasure and
personal woes than political movements, contemporary Chinese writing
focuses on individual feelings. The racecar driver and bad-boy blogger
Han Han is making millions off his novels, including his debut “Triple
Door,” a scathing satire on school life, which sold over two million
copies.
Genre fiction is exploding. In bookstores, crime stories and romantic fiction rub alongside
wuxia, adventure stories of chivalrous martial heroes, and
so-called “officialdom” fiction,
tales of political intrigue that double as how-to guides for aspiring
officials. (Mind you, the latter genre tends to tread carefully, often
focusing on local stories of corruption rather than daring to
incriminate party higher-ups.)
Popular nonfiction books include self-help tracts on how to get rich
or find love. Publishers at the fair last week also described a growing
children’s book market propelled by the one-child policy: Chinese
parents are eager to pour their resources into their single offspring.
And English-language books — from novels to learning aids — are in
demand among those who want to improve their language skills.
International publishers looking to enter China have reason to be
enthusiastic. Last year 48 titles sold over one million copies each.
Among
bestsellers for 2011 were a collection of speeches by former Prime Minister Zhu Rongji — it topped the list — and
a modern sequel by Liu Xinwu to the 18th century “Dream of the Red Chamber,” one of China’s so-called four great classical novels.
But the success stories aren’t limited to Chinese books. “Steve
Jobs,” Walter Isaacson’s biography of Apple’s founder, sold more than
50,000 hardcopies here — in English. Last year’s bestsellers also
included Gabriel García Márquez’s “One Hundred Years of Solitude.”
This evolution in China’s publishing industry reflects the general
liberalization of the country’s economy. When the raison d’être of
Chinese books was moral worthiness (and propaganda), state publishers
had little impetus to produce books that responded to market demand.
Today, though these turgid giants still monopolize distribution,
innovative private publishers are forcing them to up their game or miss
out.
There are challenges, of course. As in the West, online retailers are
squeezing independent bookstores and digitization is hurting sales of
printed books; more distinctively local is the problem of piracy. And
while international publishing houses are eager to enter this market,
local writers and publishers complain that because of red tape the
number of books published in China is still well below par for a country
this size.
There is also censorship and political pressure. No guidebook of
forbidden topics, no glossary of forbidden words, exists. And if some
taboos are predictable (“1989”),
others are random or absurd.
Forced to go by instinct — and so risk overstepping the mark — writers,
publishers and booksellers routinely self-censor. (Thus the most daring
Chinese writing is to be found online, where censors have less reach.
Readers are flocking to literature sites such as
Rongshuxia.com and
Qidian.com;
in 2011, those attracted over 100 million visitors every month.)
At one point during the Beijing book fair last week, some exhibitors
were locked out of the center on a concrete car park for over an hour.
No explanation was given, but it later emerged that a Communist Party
official was being given a tour. Even over this burgeoning industry, the
hand of the Chinese state still hovers menacingly. By Clarissa Sebag-Montefiore
, September 4, 2012, 9:11 am
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