Abu Dhabi Epilogue

It’s occurred to me that in these tough economic times, there are those of you out there wondering what the heck we’re doing.  Now that you’ve heard about our group’s experience in Abu Dhabi, I’d like to say something about how and why we went.

In 2008, I was graciously invited by Claudia Kaiser, General Manager of KITAB, the joint venture of the Frankfurt Book Fair and the Abu Dhabi Authority for Culture and Heritage, to come to the ADIBF as their guest. The goal was to introduce me to the Fair and to the region and help me assess the potential of the Middle East as a market for U.S educational publishers. I put a notice in our newsletter inviting interested publishers to send me materials to exhibit in my booth.  Six publishers responded, and the products I displayed were big hits with visitors.  I could have sold them many times over, but I wasn’t there to sell, and I had no mechanism to do so. At the end of the Fair, Claudia asked for my recommendation. I suggested that the Fair sponsor a trade group to come and assess for themselves–publishers with sufficient interest or experience in the international market to seize an opportunity when one presented itself. That is precisely and generously what they did.

Half of our 2009 contingent came from those original six respondents; half came from other inquiries. We had a mix of print and technology, books and periodicals, veterans and newbies to the international arena.  All agreed that the trip was worthwhile, and all are further along the path of business development than they were before they came. As for the future, Monica Krauss, the new General Manager of KITAB, expressed interest in continued cooperation with AEP and the possibility of a sponsored “class” of 2010. At the same time, we’ll be seeking feedback to sharpen our fix on how you see the value of opportunities such as this.

If you have any thoughts on ways to help you access emerging markets or if you’re interested in enrolling in the Abu Dhabi Class of 2010 should there be one, please let me hear from you.

Submitted by Charlene Gaynor

Observations from the Abu Dhabi Book Fair 2009

I am back in the office after close to 24 hours of travel over the weekend. Abu Dhabi seems other-worldly now as I struggle to get over my jet lag.

After several days at the Abu Dhabi Book Fair, I concluded (and I think my American colleagues would generally agree) that we are at least a few years away from the day when American publishers will routinely send someone to Abu Dhabi. It did appear, however, that the publishers on the trip who had already developed relationships with Middle East distributors found opportunities to cement those relationships and thereby enhanced their prospects for growth in that part of the world.

Live from Abu Dhabi

It seems like I have just opened a door to a brand new world.

It is truly amazing! There are over 325 million Arabs and 95% are just beginning the journey to literacy… AND they are all at the Book Fair in Abu Dhabi. Those who are readers enthusiastically guide newbies through the aisles and help them explore the tens of thousands of books on display. There is a passion similar to early micro shows from 1980! Everything is new and exciting

The majority of the Emiratis (those from the Emirates) devour the color and excitement. They attend workshops; they ask really good questions. They are really enjoying themselves.

And so am I. Working with my colleagues from AEP, I am finding out a lot about things that are brand new to me and reestablishing communication lines with a few old friends who are pioneers.
All this and the city, the dazzle, the desert, the heat, the freshness.

Thanks, Abu Dhabi
- Dick Casabonne

Thoughts Heading Home from Abu Dhabi

First of all, I want to thank Charlene for pulling this off…it was no small feat. I believe all the publishers are grateful – I know Capstone Publishers sure is – Thanks Charlene!

It seems we are in the relatively early stages of opportunity here in this region of the world, and as with other Int’l sales/mktg efforts, one will need to figure out the “nuances” of this region to be successful, and doing it early vs later is critical. This does seem to be a push for both export and rights opportunities.

Abu Dhabi and Dubai are special places in the world…I felt like I did as a child exploring with awe in a brand new environment…almost speechless on many levels here. To attempt to grasp the changes that have occurred here in one generation…from thatch or tent type homes to Lamborghinis, is mind boggling.

Thanks again Charlene, I would not have made this trip without your leadership.

Tom Ahern

Capstone Publishers

Live from Abu Dhabi 2009

Day Three

We’re into the rhythm of the fair, and the facts are flying.  At times, they’re careening, colliding and conflicting.  A kind of elegant chaos (or is it rugged individuality) seems to be part of the culture. Take the example of the square head scarves worn by the Arab men.  I’m curious about  the  variations in color and fold.  When the opportunity presents itself, I ask.  I’ve done this about a dozen times so far and have a dozen different answers–age, region, season, religious sect, family tree, fashion statement. The common thread is that each answer is given with passion and absolute certainty.

This same principle seems to apply to understanding the Arab market.  With each expert, educator, distributor,  sales rep, service provider and local comes a slight variation on the theme. It’s the wild, wild west, and within a single hour,  my mindset can swing from you can get scalped if you don’t watch out to there’s gold in them there hills.

So this is what I know for sure.  In the past 3 days,  folks in our group have done rights deals on two  book series,  signed on with a distributor,  reconnected with existing partners and forged new partnerships with one another.

Things are looking up.

Submitted by Charlene Gaynor