[B-SIDE Podcast] Turning the page: Big Bad Wolf book fair goes digital
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More than 60,000 book titles will be available at steep discounts in the online edition of Big Bad Wolf, a book fair that has, in the past, attracted half a million visitors over a single run.听听
In this episode of B-Side, Big Bad Wolf听(BBW)听founders Jacqueline Ng and Andrew Yap tell听大象传媒听reporter Patricia B. Mirasol how two years of planning went out the window because of the pandemic.听听
The rising cost of logistics will leave a mark on the book industry, they said, and traditional booksellers will have听to听go beyond the printed page and听embrace digital events, e-books, and audiobooks.听Post-pandemic brick-and-mortar bookstores, they added, will have a community aspect.听
The Big Bad Wolf founders also share how they grew from a tiny operation into a traveling book empire that visits more than 34 cities around the world.听
TAKEAWAYS听
The steep rise in logistical costs will force the book industry to听change.听
One of听most crucial听way听the pandemic affected the supply chain is in logistics.听In terms of logistics,听Mr. Yap told听大象传媒听that听costs rose 3鈥4 times within听the Southeast Asia听region. The costs from Asia to Europe, meanwhile, are up 6鈥7 times.听
鈥淭hat鈥檚 a lot,鈥 Mr. Yap added.听“We don鈥檛 see听this听going down until whole world recovers.”听
Publishers also find it difficult to reach out to bookstores these days, as traditionally it鈥檚 always been in book fairs where they close deals.听听
鈥淚f trade fairs are affected, then听definitely,听further听down the line听everything鈥檚听affected,鈥 said Mr. Yap. 鈥淲hen it comes to the print of books, however, the majority of books are printed in China, so [the听supply chain] isn鈥檛 affected in that aspect.鈥听
In a pilot survey by听,听it was found that听China publishes far more titles (57.8 million) than the next nearest country (the UK with 49,433).听Print editions also account for the bulk of total retail sector revenue.听听
Publishers听worldwide听have seen听an听increase in book sales,听especially children鈥檚 books.听
Children鈥檚 activity books听count as听BBW鈥檚 top category at this time, according to Ms. Ng.听Almost听50% of听the听books sold听by BBW听in the听Philippines听are children鈥檚 activity books, she said.听In听the other countries where they have a presence, the number听increases to听around 60鈥65%. In Taiwan, an overwhelming majority of their sales (90%) are in the children鈥檚 book genre.听
This trend is听also听reflected in other听regions.听Sales of children鈥檚 education books rose 234%听in the UK听shortly after the pandemic was announced, which听.听In听the US,听听that听year-to-date听revenues听on pre-K-12 books听were up 24.0%, coming in at $124.4 million.听
鈥淭his new generation of readers created听by听this pandemic is going to shape听the听whole future,鈥澨齅s. Ng听added.听鈥淩eading is not something you do once and stop doing forever. It鈥檚 a habit. When [this new generation] become parents, they鈥檒l pass on the听reading听habit.鈥听
E-books,听audiobooks,听virtual听events, and digital payments听are an important part of the ecosystem.听听
鈥淭raditional booksellers like听us can鈥檛 avoid e-books and audiobooks,鈥澨齭aid听Mr. Yap. 鈥淕etting into these is key for booksellers.鈥听
E-books听have been gaining听popularity since听.听As of听September听2020,听e-book sales听have been听up 22%听year over year and 16% year-to-date,听according to the January 2021 report听.听
Turning book fairs into online events听can also be听considered听a boon for the industry, Mr. Yap added.听鈥淚f booksellers and aspiring booksellers around the globe can experience听and get into听the听industry听[through these],听then听that听will help听the听entire听industry more.鈥听
The emergence of e-wallets听will also reduce听buyer听preference for cash payments, Ms. Ng told听大象传媒.听It鈥檚 also the more preferred payment method of sellers, especially those who don鈥檛 have the resources and therefore find it difficult to manage cash on delivery (COD).听
鈥淚 think e-wallets coming into听the听market helps a lot,鈥 she said. 鈥淓ven those [without a bank account] can set up an e-wallet,听and that… changes the whole retail industry.鈥澨听
There is听still听a place for brick-and-mortar bookstores.听
Just as in the workforce, the future of the book industry is hybrid.听Amazon, Mr. Yap pointed out,听was blamed for the demise of bookstores, but even the听multinational e-commerce company has听.听
For every industry, 鈥渢here is still the retail aspect,鈥 he said. 鈥淚t鈥檚 just hard to figure out听what kind of balance there will be.听Time will tell.鈥听
BBW听is听building听five to six听physical bookstores in Malaysia this year.听
鈥淚t鈥檚 about making these into community spaces,听like turning bookstores into co-working spaces听and cafes,鈥 Mr. Yap said,听adding that selling book-related items should also be part of the plan.听
A lot of听the appeal听of their brick-and-mortar locations have to do with design, Ms. Ng added.听鈥淧eople take wedding and graduation photos in our stores,鈥 she said, which helps spread the word听about them听to a broader market. 鈥淲hen they鈥檙e in our stores and听start looking at the displays, they鈥檙e听usually听bound to find something that intrigues them.鈥澨听
Marketing is important to book sales, and being ahead of the social media curve helped BBW build its following.听听
Back when the BBW started in 2009,听the co-founders turned to听social media听as their main advertising tool听to听spread the word听about their book sales.听This organic following was their most powerful tool, Ms. Ng said.听The brand has been able to build a relationship with them听over the years, she added.听
鈥淲hen we started, we didn鈥檛 have a budget or an agency helping us听that鈥檚听why we turned to social media,鈥 said听Ms. Ng.听
Their online听success听hinged on听authenticty, the co-founders said.听
鈥淏e genuine,鈥 advised听Mr. Yap. 鈥淲e always want to keep things simple. When we say it鈥檚 50-90% off, it’s really 50-90% off. There’s no catch to it.鈥听
The post-pandemic future is bright for the book industry, but players need to evolve.听
鈥淢ost of the time when we go to book fairs, it鈥檚 like going to an old folks鈥櫶齢ome,鈥 he听said. 鈥淭he second generation is not coming in because they think there鈥檚 no future, [but] the pandemic has proven that books are here to stay.鈥听
Books, he听added, has never had the opportunity to capture听and recapture听readers like this pandemic.听Stay-at-home directives have brought back the joy of reading to听adults who have听previously听been so distracted making a听living.听
鈥淚t鈥檚 definitely a bright future, but booksellers听鈥听including us听鈥听need to evolve. The industry鈥檚 evolving too slow,鈥澨齛dded听Mr. Yap.听鈥淭his unprecedented time听also brings amazing opportunities that we need to capitalize on. This pandemic gives everyone the [push] to move.鈥听
The online edition of the Big Bad Wolf book sale runs from June 30 to July 7. Visit听signup-ph.bbwbooks.com.听
Recorded remotely on June 23. Produced by听Paolo L. Lopez听and听Sam L. Marcelo.
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