The state of the page nation
As “Read Now 2.0” begins, I would like me and you, the reader, to return to what this column is all about, which is about the importance of literature. A year ago, Team Supremo Tim handed me the dirty job of getting people back to books within this little space of Supreme. I was up to the task because there were only a few writers willing to take this task. I mean journalism can lead to a lot of freebies, but I am the only one who gets more of a thrill from weekend munching on X Saves The World by Jeff Gordinier instead of a free trip to Boracay.
So, I lunged into this job every week without explaining why books are important because I believed that my passion for it would echo into the pages of fine print. Also, there are no words sometimes to give justice to why we love what we love. Yet, my statement on books is that they’re the best friends and teachers you can have in this world because these paperback partners expand the borders of your world. It makes your brain malleable and patient enough to think, which is a lost art in this push-button society. It allows you also to make people swoon over you without breaking a sweat. (Note to self, this is why writers are not always the most eye-appetizing people you will meet.)
Having said that, I realized that I am not alone in this cause of reading as I attended the 29th Manila International Book Fair last weekend in SMX, SM Mall of Asia. From interviewing local and international publishers, I realized that there is a full-blown war on reading and its generals are taking no prisoners in getting it done.
No Time To Kid Around
For large publishing houses like Random House whose lines run the gamut from kiddie to adult fiction, the all-out blitzkrieg is on our kids according to Random House sales director Martin Balatbat for Asia, Micronesia, Australia, and New Zealand. As much as he is already awaiting crime books from John Grisham or Steve Perry in 2009, he says that these books might die out if there are no children who are hooked on literature and grow up to read them. This is why their weapon of mass influence is a dragon fantasy series entitled Eragon by 24-year-old author Christopher Paolini. This series has already sold over 2.5 million copies and will be launching its third book Brisingr this September 20 with a world-wide celebration. Martin says that their main tool in infecting kids is the web, especially when buzz about the books seeps into blogs, online communities and fan sites. In addition, Random House even launched a citywide dragon egg treasure hunt in the US for Eragon just to set the interest of the youth ablaze.
Scholastic, on the other hand, is all about amping up the success of Harry Potter with uberstrategized campaign for its recently released 39 Clues 10,the book series about kids from the family of Cahill in an Amazing Race to find the 39 clues to world domination. The twist is that readers also learn that they are from the clan of Cahills and can beat the characters to the prize by collecting real clue cards found in the books or card packs, and playing the online games. As you open the book, you uncover how intricately detailed the world of 39 Clues is in engaging new readers. Each set of clue cards is packed with actual characters’ photos, evidence, coded messages, mazes and other brain tazers. It even has Filipina character named Maria Marapao who plays Arnis. According to Scholasic Philippines general manager Meinard Cruz, this series is what is termed as multiplatorm/media attempt to head fake kids into learning about history through the clues and places found in the story.
After reading 39 Clues, I was fooled into getting educated myself. I found the format clever in making me smarter than a 5th grader as the protagonist Dan Cahill had to follow a path of clues about Benjamin Franklin.
One Page At A Time
For local publishers, it is all about guerrila warfare tactics on Filipino readers through niche marketing. Anvil’s assistant general manager and publishing manager Karina Bolasco says niche marketing works well in the local scene because you can control the print run and design according to your audience. This is why Anvil can also take risks like putting out Poetry on Demand books because printing costs have become more affordable due to digital processes. She says though that Filipino publishing still has a lot of room to grow because writers are either slow in publishing their works or do not have the capacity to write and develop full-length hardcover books. She adds that we still need to catch up with U.S writers who can publish hot topic news books immediately at least a month after the events have happened.
Yet, I discovered that Filipinos are not after the news. In searching for reading material, they are looking to be inspired or at least to be able to smile amid all the Third World turmoil. Alex Tan, marketing manager of OMF Literature who locally distributed Rick Warren’s Purpose Driven Life, says that uplifting books are booming now because they don’t attack readers to “REPENT IMMEDIATELY!”but simply ask them to change their lives in daily doses when faced with the question on the life hereafter or at least one’s purpose. It is also not bad that OMF gets Palanca writers such as Grace Chong to net in new believers.
If not inspiring, people are also looking to be irreverent, judging from the success of PSI Comics that publishes Parokya Ni Edgar frat boy humor joke books and manga-style comics. They even invented Blooks that are book compilations of punny Pinoy blogs. Aside from that, they also launched a monthly mag entitled Nosebleed that features jokes and comic strips from its authors and readers.
The Book Mark
As you have read, having people get a book mark has become a multimullah industry, whether on a global or local scale. I am doing my part every week for you to Read Now. Now, it is your turn to read, pass on a book, and join the war because the reading battle is far from over.
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Find new books at http://randomhouse.com, http://scholastic.com, http://www.anvilpublishing.com, http://psicompublishing.com, and http://www.omflit.com/
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Read or write me a story at readnow@supreme.ph or http://readnow.tumblr.com.
