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According to an article published by Publishers Weekly, as part of the Bologna Children's Book Fair, sales of books in English are increasing across Europe, with TikTok being one of the main factors driving this trend which translated into 3% of the market volume, in 2023, in Portugal.
This value is corroborated by the president of the Portuguese Association of Publishers and Booksellers (APEL), Pedro Sobral, who, based on data from the consultancy Gfk, told Lusa that imported books (consisting almost exclusively of books in English) represented 3% of the market value, which means a growth of around 25% compared to 2022.
In the first quarter of this year alone, the sale of books in English already represents a growth of around 33% compared to the same period last year, highlighted Pedro Sobral.
However, the Gfk panel does not measure book sales in 'online' channels and in stores such as Amazon, which have a very significant weight, in addition to the fact that it only covers around 87% of the bookstore market, so many sales are left out of this accounting.
Taking this factor into consideration, the calculations extrapolated by APEL indicate that the English language book market is currently worth anything between 5% and 8% of the total value of the Portuguese market.
In line with Europe, this trend occurs mainly in the fiction category, although it can also be found in non-fiction.
According to Pedro Sobral, the TikTok effect is one of the main drivers of the phenomenon -- "because it brings and gives great visibility to international titles and often even before their release" --, but it is not the only one.
Direct online access, enabling immediate purchase after discovering the book, also plays "a very important role" here, which is why "the size book sales in English sold outside the Gfk panel is quite significant", noted the person in charge.
Another factor to consider is the price, since, as a rule, books published in the United Kingdom or the United States "have infinitely higher circulations, because they cover gigantic domestic markets, but they also have this export effect to other countries".
This "creates an enormous economy of scale, allowing lower prices and which, due to the vastness of the global market they cover, are soon launched in various formats, with different prices, always significantly lower than the Portuguese editions".
Worrying
Faced with this scenario, "Portuguese publishers are quite worried", with many titles already seeing lower sales in the Portuguese edition than the same edition in English, which puts "the viability of many editorial projects" at risk, he warned the president of APEL.
The situation takes on an even more worrying character if one takes into account the fact that, "the overwhelming majority", of Portuguese readers prefer the Portuguese edition to the original, if it is available with the same immediacy and at similar prices, he added.
However, regarding the price, Pedro Sobral explained that "Portuguese publishers don't have much to fight against", because it is an economy of scale with which it is completely impossible to compete or match that of the English-language market.
"Of course, the editors have been working hard on shortening the original version and the Portuguese version to close this 'gap' and thus lose as few readers as possible, but much more is needed, given this very worrying situation," he said.
In addition to this, "global 'players' like Amazon do not comply with the Fixed Price Law, competing unfairly with Portuguese 'online' booksellers and booksellers, and, given the small size of the market, it is necessary to take measures even in the Price Law Fixed, as has already happened in countries like France", he added.
Recognizing that it is "very positive" to have new generations in Portugal with such absolute command of the English language, Pedro Sobral warned, however, of the possibility that the Portuguese language could be facing "a very important challenge in its future" and argued that the Defense of the Portuguese language must be a priority, supporting Portuguese writers, editors, and booksellers.
"If naturally, we have to continue focusing on English both at school, whether in higher education or in the existence of books in English, it is also true that it is necessary to create public policies to defend and promote the Portuguese language, support for Portuguese writers, editors, and booksellers and, above all, for books in Portuguese".
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Here in Canada, we have two languages. French in Quebec, and English in the rest of Canada. But because the English language is spoken by more people, the French language in Quebec was under threat because of shops and businesses catering to the English speakers with advertising in English and speaking English to English speakers. So the Quebec Government restricted and banned the use of English in Quebec. So that the French language will continue to be the official language of Quebec. The Portuguese Government should do the same, make foreigners learn to speak Portuguese, and use Portuguese as the official language in Portugal. If the foreigners don't want to speak Portuguese, then send them to English speaking countries, where they can speak in English. This is what Quebec in Canada did, keep English out of Quebec. Portugal should do the same, keep English out of Portugal.
By Tony from Other on 18 Apr 2024, 19:50
In Quebec it's called xenophobia Tony!
By Greg from Other on 19 Apr 2024, 08:04
The same exact media outlet would be up in arms if these comments were directed at an increase of Koran and/or Arabic language book increase....!!!
By Hart from Lisbon on 19 Apr 2024, 08:09
Quebec's English-suppression law is in effect, but under challenge. It obviously tramples on the free speech guarantees of the Canada Charter of Rights and Freedoms. For that reason, Quebec's government had to invoke a quirky clause that allows a province to violate the Charter for five-year periods. I expect a lively revival of the legal and practicality debates as that deadline for renewal approaches. Meanwhile, the provincial government is forced to carve out exceptions to its silliest restrictions on use of English — for example, English-speaking school boards just won judicial approval to communicate in English — and the constitutional challenge continues in court.
By Jim from Lisbon on 19 Apr 2024, 10:39
I'm an English speaker living in Portugal and most English speakers are learning the language here. It is required for residency, though not at a very high reading level. As a past ESL teacher, I've always stressed the importance of learning the language of any country you move to. I love what they did in Quebec and have several friends there who all speak French. One issue here in Portugal re: English language book sales, is that they are mainly purchased by the Portuguese, not from English speakers. English speakers make up a small percentage of the population here. The books being read in English are from the younger generation of Portuguese because most are fluent in English and want to improve their English skills. Another issue is that not all books that people want to read are translated into Portuguese. Only huge traditional authors, no indie authors and no trad authors with smaller imprints can afford translation costs. I guess that if the younger generation and English speakers want to keep purchasing books in English, they can turn to Amazon Spain for their purchases but I think it's better to have some English books offered here in Portugal so everyone supplies the local economy instead. I don't know if there's a one-size-fits-all answer but I do like hearing what Quebec did. Also -- it is not in the best interest of Portugal for the government to make "make" English speakers leave Portugal. They don't have the finances to do this and English speakers are bringing much needed money and vitality into the country. I do suspect the D7 visa will stop being offered at some point, which is what happened in Panama after 10 years. PS - as an indie author with over 30 published books, I love this conversation!
By Kimberly Anne from Porto on 19 Apr 2024, 10:59
Tony, foreigners most certainly DO have to learn Portuguese if they want to apply for Citizenship. This is in line with what most countries require. In addition, it is always best to learn the language of the area you reside in if you want to be able to integrate well and live a much more fulfilling life.
By Gina from Other on 19 Apr 2024, 11:57
Maybe Time to up the marketing effort in other lusófono countries.
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By Tone from Lisbon on 19 Apr 2024, 15:22
In my situation, being married to a Portuguese citizen abroad for 6 years and more, not only is the tie to the Portuguese community considered established, but it is not necessary to learn Portuguese...if one is married only 5 years, learning the language is necessary.
Having now lived in Québec for 10 yrs, before the crackdown on speaking English commenced, I'm still entitled to be spoken to in English, at least in medical facilities like a hospital, even though some of the employees refuse.
The big difference between Portugal and Québec, in my experience anyways, is that old school Quebecois, seem to be offended that you dare try to speak a little French if your not fluent. The down to earth Portuguese, on the other hand, were so happy and encouraging when I tried to speak a little Portuguese while visiting Portugal. The result...I could care less about learning French, but I will learn Portuguese while I wait approximately two and a half years for Lisboa to review my nationality application.
By William from Other on 19 Apr 2024, 16:42
The sharing of ideas globally is going to increase, not slow down. The desire to have a common language base is natural too. Explain why having one language used across the world would be a bad thing (without becoming romantic).
By Brian Sanders from Other on 19 Apr 2024, 17:44
It seems to me that if a book is written in English, and the reader understands English well enough, then the reader may well choose to read the book in the original language; and that should not be penalized.
If Portugal deems in necessary to subsidize Portuguese language books, then do so. But don't punish people for choosing to read an English book in English!
By mark Holden from Algarve on 19 Apr 2024, 18:23