9 Things Linda Learned at the Abu Dhabi Book Fair

Here are nine things I learned on my trip to the Middle East which has included a sales trip through Beirut, Cairo, Alexandria, Dubai and finally, the Abu Dhabi Book Fair.

The source for some of this information has come from notes taken during sessions at the Abu Dhabi Book Fair.  The rest of this information came from customers and cab drivers I have conversed with.  Given that the sources for these “facts” are various and perhaps even unreliable I apologize in advance for any errors, misunderstandings and typos.

Live from Abu Dhabi

Day Two

Our boxes have been delivered and at last we’re ready for show time. When the doors open today, nearly 10,000 teachers and school children stream in. They’re clutching 10 Dirham coupons courtesy of the sheik and they’re eagerly looking for books to buy. Reportedly, the government distributes about 4 million dirhams worth of coupons (about $1.1 million) to teachers, parents and kids to subsidize the purchase of books at the Fair. Kids in uniforms of all types from mini thobes (the traditional white gowns worn by Arab men) and abayas (the long black gowns worn by the women) to British prep school jumpers dash through the halls. The range of uniforms confirms what we’ve been told about the proliferation of private and independent schools in the region.

One of our exhibitors succumbs to temptation and sells a book. Folks in our group say they could have sold everything in their booths today. But, since they’re here in search of rights deals and distributors, they won’t have anything to demo if they sell now. This yin and yang–the public good versus the business purpose–is one of the challenges faced by the Fair. Not to worry we learn, there’s yet another incentive program–a $1,000 bonus to buyers who purchase rights at the Fair.

 

Later, I stand in line waiting to redeem the four 10 Dirham coupons we took in today. All around me are people with bags and wads of coupons. They tease me about my big “deal” and finally one of them offers to redeem my coupons from his pocket money. We laugh and I hand over my coupons and accept the cash. Tomorrow is another day.

 

–Submitted by Charlene Gaynor

Live from Abu Dhabi 2009

Day One

Education is the theme of this year’s Abu Dhabi Book Fair and it’s already been an educational experience. I’ve learned that there are 24 countries and more than 422 million Arab language speakers in the Middle East. I’ve learned that publishing is most prolific in Lebanon, Egypt, Jordan and Syria in that order. I’ve learned that school reform in the United Arab Emirates (UAE) has brought a new curriculum and that students in grade 1 receive instruction including math and science in English. I’ve learned that, once again, the Fair’s purpose is to boost the publishing industry in the region and to encourage the citizenry to read, read, read. I’ve learned that the Fair has grown again to more than 630 exhibitors from 52 countries. And of course, I’ve learned to check my stereotypes at the door. A case in point is our pleasant and dignified neighbor in the exhibit hall, a library publisher from Iraq. He spoke matter-of-factly about learning to live with just 4 hours of electricity a day and the constant drone of the neighbors’ generators. He gave me a striking bookmark with a photo he’d taken of a palm tree with a utility line running above it. He’s got a sense of humor. It was taken in the dark.

This year, I’m enjoying and learning from 7 colleagues and co-exhibitors: Tom Ahern of Capstone Publishers, Randy Wilhelm and Mimi Jett of NetTrekker, Chris Campau of Creative Teaching Press, Linda Hanger of Evan-Moor, Dick Casabonne for Eaglemont Media, and Neal Goff of Weekly Reader. When none of our booth materials arrived in time for the opening of the Fair, I learned right off that they’re good sports and old pros. I’ll be asking them to share their impressions with you as we go along. We’ll see if I succeed in my persuasion. So for now…salaam.

–Submitted by Charlene Gaynor

Day 3 from Abu Dhabi

Rounding the corner to the exhibit hall, I understood quickly that this day at the fair would be different altogether. In every direction were lines of school children in pristine uniforms accompanied by their parents and teachers eagerly awaiting the opening of the fair. Altogether, nearly 10,000 visitors would come through the hall today day, nearly half of them children.

Day 2 from Abu Dhabi

Today is the first day of the Abu Dhabi Book Fair and the day reserved for the trade. Hall traffic is rather light except for the crowd surrounding the entourage of advance men and bodyguards accompanying Shiekh Hamdan bin Zayed Al Nahyan, the Deputy Prime Minister of Abu Dhabi. Following the Fair’s official opening, he toured the hall and spoke with visitors. We spoke about American English-language learning materials. Despite a somewhat severe appearance, His Highness was gracious, gentle, and soft-spoken. As it turned out, this encounter was not the only one today in which appearances would be deceiving.…but more on that later. Sheikh Sighting

My goal was to learn as much as I could as fast as I could. I visited fellow exhibitors in the hall and participated in the “speed dating” networking session. I talked with smart and experienced people about the potential for our members in this market. The resulting perspective is positive, but cautious.