Penguin Group has become the first international publisher to sign an e-book distribution agreement to make e-book titles in English available in China, the head of the group said at the London Book Fair on Tuesday.
“We are excited to be signing this landmark agreement with Founder Apabi,” said John Makinson, chairman and CEO of the Penguin Group. “For Penguin, both the Chinese market and the digital arena represent areas of great opportunity and future growth.”
Penguin Group is the first international publishing company to sign a distribution agreement to make its front and backlist English titles available in e-book form to readers in China.
Penguin e-book titles from the UK and Dorling Kindersley, which currently number more than 2,000, will be made available in Apabi’s Chinese e-book (CEB) format.
“In Apabi we believe we have found the right partner to develop our e-book offering. We look forward to using our relationship with Apabi as a springboard for a range of digital projects over the coming years,” Makinson added.
Starting in May 2009, titles will be available in English for download to Chinese readers, including a wide range of fiction, nonfiction, classics, children’s, lifestyle, and travel books.
“Penguin is a world-leading publisher of consumer books. It is also the most popular publishing brand among readers,” said Fang Zhonghua, senior vice president of Beijing-based Founder Apabi Group. “It is our pleasure to work with Penguin to promote the Chinese e-book market, which boasts the world’s largest number of Internet users.”
But Founder officials told China.org.cn that they will not reveal details until May.
Currently, the e-book market in China is composed mainly of library books and academic works. Although consumer books make up only a tiny market share, they have developed rapidly in recent years. At present, Founder Apabi holds about 80 percent of the Chinese e-book market. Its database contains more than 500,000 e-book titles from some 500 Chinese publishers. According to estimates, by 2008 the total value of the Chinese e-book market had grown to 200 million yuan.
On April 20, the 38th London Book Fair opened officially in the Earls Court Exhibition Center. Under the impact of the global financial crisis, the number of participants was down by 2 percent compared with 2008. However, the fair still managed to attract more than 1,600 participants from 54 countries and regions. A delegation of 27 publishers and book trading corporations from China took part in the fair.
This year’s book fair has a unique new feature - a digital zone and theatre. With the growing popularity of the Internet and mobile phones, e-books are becoming the new publishing phenomenon. In spite of one of the most challenging retail environments in recent times, John Makinson told reporters on Tuesday that its e-book sales for the first three months of the year in the U.S. were about seven times the level of the previous year.
“The underlying growth in e-book sales is very significant in the U.S. and we expect over time that in the international markets that we are here to talk about (Britain, China, India, South Africa and Australia) it will be very significant too,” Makinson said.
Sales of e-books by Penguin Group (USA) have surged as the company has invested in making 6,400 books available in the United States and a total of 8,500 e-books across the Group on a variety of electronic reading devices. It has also published exclusive new content in e-book form. Penguin saw its e-book sales in the U.S. jump close to 500 percent over 2007.
Chinese e-book market leaps in 2008
According to the April 21 issue of China Book Business Report, by December 31, 2008, China had 810,000 e-book titles, growing by 150,000, or over 22 percent, against 2007. The development of e-books is maintaining a strong momentum. In 2008, the total number of e-books traded in China was 49.5 million copies, increasing year-on-year by 15 percent; the sales revenue of e-books was 226.3 million yuan, increasing year-on-year by 34 percent. In sharp comparison with the stagnant development of hard-copy books, e-books are growing rapidly in variety, numbers, and sales value.
From 2003 to 2008, the number of e-books traded in China increased by an annual average of 24 percent; the sales value by 27 percent. From 2002 to 2008, the number of e-books traded grew from less than 14 million copies to 49.5 million copies, rising more than threefold; the sales value of e-books grew from some 50 million to over 200 million yuan, rising more than fourfold.
In 2008, China had 79 million e-book readers, growing by a remarkable 34 percent from 2007. As a new reading trend, e-books make reading a fashionable recreation activity. As young people easily fall prey to such fashions, juveniles and people with lower educational attainment have become the major readers of e-books, and this group of readers is still growing rapidly.
Science and non-fiction books constitute a large part of the e-book market. From 2006 to 2008, however, the proportion of science and non-fiction books dropped from 57 percent to 52.5 percent. The proportion of non-fiction in particular dropped by 3 percentage points.
On the whole, best-selling e-books and paper books in 2008 were similar to those in 2007. Time travel, fantasy and health books remained the most popular among readers, and political themes also attracted public attention. At particular times, the Chinese book market was dominated by books on hot issues like the Olympics and the financial crisis, and popular figures like Barack Obama. In 2008 web fiction maintained its rapid pace of growth. More and more writers chose the Internet to release their works and a growing number of works of fiction were published on the web. While the market share of specialty e-books dropped, literature and fiction grew significantly by 1.2 percentage points compared with 2007.
With regard to the age structure of e-book readers, from 2006 to 2008, the number of readers under the age of 18 had grown from 1.73 million (17.3 percent of the total) to 2.17 million (21.7 percent), and those under the age of 24 had grown from 4.29 million (42.9 percent) to 4.95 million (49.5 percent). With regard to the readers’ educational background, from 2006 to 2008 the number of readers with lower educational and senior high school (or secondary specialized school) backgrounds grew from 3.86 million (37.7 percent) to 4.1 million (41 percent), and those with polytechnic or lower educational background grew from 6.95 million (68.6 percent) to 7.31 million (73.1 percent).
According to China Book Business Report, another important feature to be noticed in 2008 was the significant growth of Chinese mobile phone users. In 2008, mobile phone prices and fees dropped further in China. Big-screen phones and smart phones came into extensive use. The performance, function, Internet connection speed and storage capacity of mobile phones all improved significantly. In this situation, more and more people began to use mobile phones to read e-books. In 2008, about 6.3 percent of e-book readers were using mobile phones, while in 2006 and 2007, the proportion was 2.7 percent and 5.9 percent respectively.
The rise of mobile phone readers has led to a dramatic growth of e-book sales: From 2002 to 2008, the revenues generated by mobile phone e-book readers grew from less than 200,000 yuan to 30.3 million yuan, showing a 150-fold increase. In 2008, revenues generated by mobile phone e-book readers saw the largest growth rate, up by a factor of nearly five against the 6.5 million yuan in 2007.
Publishing on the Internet is convenient, cheap and fast. Besides, web-published books can also be issued in paper form. As a result, an increasing number of writers, especially new writers, are inclined to release their works online. Another reason for the growth of e-books was the increase in the volume of Chinese netizens. Although the growth rate of e-book readers was relatively lower than that of netizens, the total number of e-book readers still managed to grow to 79 million in 2008. In 2009, the number of e-book readers is expected to reach 83 million. According to estimates, about 1.17 million copies of e-books will be published online in 2009 - 1.09 million copies had already been published in 2008.
As China is making greater efforts to protect e-book copyright, crack down on piracy, and make readers pay for e-books, e-book sales will see further rapid development in coming years. From 2006 to 2008, the annual sales revenue of e-books was 30 million yuan, 36 million yuan and 69 million yuan respectively. This indicates that the market is maturing, and it is estimated that sales revenues of e-books will hit 91 million yuan in 2009.