In recent weeks we had a glimpse of what the future of the Maltese book might be with the launch of the first Maltese e-book and a Facebook-based marketing campaign for a new Maltese printed book.
Is this truly the future of Maltese publications in the digital era or just the first move in the battle for survival?
“The Maltese read quite a lot of e-books, but Maltese publishers seem to be holding back for now, though a lot are thoroughly researching the prospect, and it’s pretty clear it’s only a matter of time before e-books start being produced wholesale also locally,” according to Ġorġ Mallia, the chairman of the National Book Council.
The council is in the process of drawing up a policy with regards to e-books that will also affect the regulations of the National Book Prize.
“We see the e-book as a book, plain and simple. The situation in Malta right now is that the traditional book is still king. But that’s very much a fluid situation that can and will turn very quickly once the Maltese e-book is more established.”
Tony C. Cutajar has just published the first Maltese e-book with the help of his son Owen. “Nies Kbar … Meta Kienu Żgħażagħ” is a collection of short stories on how famous personalities made a name for themselves despite the hindrances and discouragement they came across. It is aimed at teenagers and young adults, in itself a section of the population quite at ease with digital technology.
The e-book was ready in just two weeks on the digital printing service Lulu.com. i-Tech asked the author whether it made any difference writing for a printed book or an e-book.
“As an author it makes no difference but it’s very encouraging to see your book published in such a very short time. Besides, its market is much wider and should be more appealing and attractive for young people. Financially there is a huge difference because I don’t have to pay a single cent.”
Yet Mr Cutajar sees not just the rewards of publishing an e-book but also the challenges.
“Some local publishers are not always very encouraging. I have books which have been pending publication for years. Within two weeks I had my first e-book published in UK and another one is on the way.
“Since I’m now writing almost exclusively for young people, e-books are more appealing to them. We Maltese authors also need more encouragement from the local media. If we really want to encourage people to read we must educate them more and not miss any opportunity.
“The publishing process is pretty simple. You upload a PDF version or .doc version of the book, which means you have control of look and feel of each of the individual pages, allowing you to embed graphics and use any fonts you require. Once the PDF is uploaded, the website prepares a proof copy for you to download and review. If you’re unhappy with any facet you can modify your original document and upload again.
“Once you’re happy with the interior of the book, lulu.com lets you create a cover. They even have wizards and templates to facilitate this process,” he said.
Mr Cutajar chose to have both an e-book and a printed version of the book, complete with ISBN. He had control on the pricing of both types of book and marketing channel to be used. And here’s where the main challenge for selling e-books is.
“The main two marketplaces at the moment are Amazon Kindle and Apple’s iBook, however neither of these will accept a Maltese book. Lulu.com still enables you to create the e-book, but doesn’t give you access into these markets.
“This was part of the reason we opted to provide a printed version of the book, to access as wide an audience as possible,” said the author’s son.
Another innovative approach to Maltese books was experimented just a few weeks ago when Merlin Library opted for an intriguing campaign on Facebook as a preview to Pierre Mejlak’s new book “Dak li l-Lejl Iħallik Tgħid”.
“Internet helps to create anticipation for new books. That’s what we have done with the publication of 10 e-postcards on Facebook, designed by Pierre Portelli, to arouse curiosity,” explained Pierre Mejlak, the young Maltese author.
On each postcard there was a sentence from the story, a good picture, and the launch date. There was no reference to the author or the book at all.
This led many to enquire about the campaign and had the desired effect. Users could tag their friends on the postcards.
“The amount of money invested was small, but the amount of time invested was significant. The feedback was exceptional and this made the official book launch on June 22 a resounding success,” Mr Mejlak revealed.
The chairman of the National Book Council thinks that books in digital format provide both an opportunity and a challenge and will provide readers with a good choice.
“The concepts of book distribution have been re-written because of the e-book. There is an instantaneity in the way that Amazon Kindle books are received, for example, that makes any whimsical need to read a particular book an instant reality.
“There is no doubt that the technology itself is also enticing to a younger generation, and that will help the product itself, and its important offshoot: reading.
“I think that if embraced properly by our publishers, the e-book can increase readership quite extensively.
“Writers will also have another outlet for their work. Not less expensive to produce (which seems to be the mistaken thinking by many), but certainly reaching new readers, and new markets.
“The challenge is in the acceptance, mostly by the older readers, still emotionally attached to the printed book. I do not believe that one replaces the other.
“There is still room for the traditional book. So, the challenge is to accept that the e-book exists, and for publishers to market it along with the traditional book. Not instead of it,” concluded Dr Mallia.