South Africa has been selected as the Market Focus country for London Book Fair (LBF) 19-21 April 2010 and a steering committee has already been hard at work, planning for this event. This is a unique opportunity to showcase the South African book industry on a world stage at a time when all eyes will be focused on the country six weeks before the FIFA Soccer World Cup kicks off in Johannesburg.

The London Book Fair and British Council have jointly announced that South Africa will be the Market Focus Country at the London Book Fair in April 2010. The decision to issue the sought-after invitation to South Africa, was made in recognition of “the successful launch of the Cape Town Book Fair, the increased awareness of the South African book industry and the rise of new and diverse authors from South Africa.” On 22 April 2009 a handover ceremony was held at the London Book Fair, during which India passed the Market Focus baton to South Africa. At this occasion the International Young Publisher of the Year 2009 runner-up, South African Arthur Attwell, exchanged books with the Indian International Young Publisher award finalist. Our National Poet Laureate and Special Advisor to the Minister of Arts and Culture, Professor Keorapetse Kgositsile, addressed the gathering on this occasion. He moved many in the crowd with a reading of one of his poems and, on behalf of the South African book industry, accepted the honour of South Africa being the Market Focus country in 2010.

The aim of choosing a particular country each year to be the Market Focus is to:
 

• strengthen cultural relations between the focus country and the international publishing industry



• increase trade between South African publishers and the rest of the world through the export of books, the sale of rights, and the signing of distribution deals



• educate the rest of the world about South Africa’s exciting and diverse literature and authors



• provide a platform for discussion, debate, and exchange of knowledge, focusing on issues current in South Africa



• provide opportunities for South African writers to meet their peers and to discuss topics of relevance to the worldwide literary community



• generate positive press attention for the South African book industry



• provide training opportunities for new and small publishers through attendance at the 70+ professional seminars and training programme of the London Book Fair



• provide exposure and support for emerging South African authors.

• a dedicated South African pavilion of 250 square metres in a central location at the London Book Fair at a discounted rate



• a three-day dedicated programme of seminars and events during the fair, focused on South Africa, with the opportunity to present the size and diversity of the South African book industry



• marketing of South Africa literature and publishing through the LBF website, brochures and publicity



• a dedicated author programme in the form of Author of the Day (Some previously featured authors include Margaret Atwood of Canada, Marina Lewyzca of Ukraine, Alaa Al Aswany of Egypt, and Vikram Seth of India.)



• an opportunity for press conferences and networking events



• a Chair’s Breakfast for 150 guests with a South African speaker



• a cocktail reception for 500 guests to celebrate South Africa as the Market Country Focus



• the Literary Café and Foyles Bookshop will host authors for book signings and informal interviews



• an additional platform provided by the City of London for authors to meet the general public in bookshop signings and literary events.

The Cape Town Book Fair (13 -16 June 2009) will be an excellent opportunity to meet many of the people involved in organising the market focus, including the London Book Fair’s Alistair Burtenshaw and Amy Webster, and Karen Brodie and Jane Henshall from the British Council, who are organising a cultural seminar programme that will form part of the market focus.

To date this is one of the biggest opportunities presented to us to promote the South African Book Industry in the International arena, and is likely to be the only one in our lifetime. The support of everyone in the book trade sector is required if we are to give a good account of our industry.

Publishers Association of South Africa.
PO Box 106, Green Point, Cape Town, 8051
tel+27 (0)21 425 fax+27 (0)21 421 3270
emailpasa@publishsa.co.za url: http://www.publishsa.co.za