Publishing School by Garage and Frankfurt Book Fair

Date

Place

Garage Education Center

DESCRIPTION

Garage Museum of Contemporary art and Frankfurt Book Fair invite Russian publishers to take part in a publishing school.

Editors, publishers, copyright managers, marketing and literary agents, graphic designers, journalists, and translators attending the school will be able to exchange experience and learn about working in the international book market.

The range of subjects to be covered includes marketing for publishers, the children’s books market, contemporary German literature, rights and licenses, looking for new projects and evaluating their potential, and book design. The program features lectures and workshops with leading German publishing professionals.

During the school, visitors will be able to attend open screenings of films by Roma Liberov, introduced by the filmmaker.

ABOUT THE SPEAKERS

Annette Pohnert is the head of Literary Meetings public program at Carl Hanser, Germany.

Renate Reichstein is the Chair of the Communnity of Chilrdren´s and Youth Book Publishers (avj) at the German Publishers and Booksellers Association and the Head of Licenses and International Rights Department at Oetinger, Germany.

Jefferey Swanda is the Director at the advertising agency Semper Smile, Germany.

Christoph Haacker is the Director at Arco Publisher, an active supporter and member of Kurt Wolff Stiftung—a foundation supporting independent publishers in Germany.

Karin Herber-Schlapp is a Senior Editor at S. Fischer publishing group and a lecturer at mediacampus Frankfurt. She also gives lectures at other schools for publishing professionals.

Tom Erben is the Head and Development Manager at VLB-TIX project of MVB Marketing- und Verlagsservice des Buchhandels GmbH [Marketing and publishing services for booksellers] at the German Publishers and Booksellers Association.

Special guests

Alexey Ilyin is the Director of Alpina Publisher, Russia.

Boris Trofimov is a graphic designer, member of the Artists Union and Designers Union of Russia, member of the Academy of Graphic Design, honorary member of the Buenos Aires Association of Graphic Designers, honorary member of the Brno Biennale International Association. He is a recipient of the State Prize of the Russian Federation in Literature and Arts (2001) and runs a creative workshop at the Institute of Business and Design. He was among the founders of the Higher Academic School of Graphic Design, has been a jury member at many design competitions and organised a number of exhibitions.

CO-ORGANIZER



Frankfurt Book Fair

HOW TO TAKE PART

Admission is free, registration required

Schedule

Guerrilla Marketing for Publishers

Drawing on his experience at a number of publishers, one of the leading marketing experts in the German book industry, Tom Erben, will discuss the three key questions of marketing: what to produce, how to sell, and whom to sell it to—focusing on guerrilla marketing, a type of marketing that does not require big investments to efficiently promote goods and services, attract new customers, and maximise profits. With the slogan “From an idea to a bestseller,” Erben’s agency offers publishers a wide range of services at every stage of product development: from the development of the concept and the brand to a sales strategy. Annette Pohnert, head of the Literary Meetings public program at German publisher Carl Hanser, will join Erben to discuss practical aspects of marketing for publishers.

REGISTRATION

Date
April 17, Monday
Time
10:00–18:30
Place
Garage Education Center

Practical Marketing in Publishing. Book Design

The first meeting of the day will cover practical tools for working with an already written book and its author. Annette Pohnert, head of the Literary Meetings public program at German publisher Carl Hanser, will explain how she organizes about 500 Carl Hanser events a year, and also answer questions.

In the second meeting, Jefferey Swanda, head of Semper Smile advertising agency, will discuss book design in Germany. Who makes cover designs and how do they make them? Who chooses and approves the final design? Who works on the layout? Semper Smile’s clients include some of the best-known German publishers, such as btb, Piper, Droemer Knaur, cbj, and Ullstein. Russian graphic designer Boris Trofimov will also take part. A recipient of many awards, Trofimov was among the founders of the Higher Academic School of Graphic Design, and runs a creative workshop at the Institute of Business and Design. Jefferey Swanda and Boris Trofimov will exchange opinions on cultural differences that might affect our perception of design, discuss the core principles of book design in Russia and in Germany, and whether a bestseller cover in one market can be as successful in another.

REGISTRATION

Date
April 18, Tuesday
Time
10:00–18:30
Place
Garage Education Center

The Market for Children’s Books in Germany. How to Sell Copyright and Licenses

Renate Reichstein is head of the Licenses and International Rights Department at the German publishing group Friedrich Oetinger, which specializes in children’s books. She is also the Chair of the Communnity of Chilrdren´s and Youth Book Publishers (avj) at the German Publishers and Booksellers Association. Reichstein will begin with a talk about the market for children’s books in Germany, and then discuss various aspects of selling copyright and licenses. The market for children’s books in Germany is currently going through a boom and sells most German licenses abroad (35.6% of the book market in 2015).

REGISTRATION

Date
April 19, Wednesday
Time
10:00–18:30
Place
Garage Education Center

An Editor’s Job: Looking for New Projects

The day opens with a speech by the vice-president of the Frankfurt Book Fair, Tobias Voss, followed by a seminar by Karin Herber-Schlapp, Senior Editor at the publishing group S. Fischer — which specializes in popular science — and a lecturer at mediacampus Frankfurt and other schools for publishing professionals. The seminar will cover developing a concept for a commercially successful project, planning the production process, looking for authors and topics, acquiring rights, and distribution. In the second part of the day, Herber-Schlapp will be joined by Alexey Ilyin, Director at Alpina Publisher, to discuss examples from the Russian market.

REGISTRATION

Date
April 20, Thursday
Time
10:00–18:30
Place
Garage Education Center

German Literature: What and How Do Germans Read? Contemporary German Literature in an International Context

Christoph Haacker represents Germany’s independent publishing sector. He is director at Arco and a member of the Kurt Wolff Stiftung—a foundation supporting independent publishers in Germany. Haacker will discuss the current state of affairs in German literature: the big topics and authors, its particularities, and its place on the international scene. Which aspects of German literature might be of interest to Russian publishers, and what can the Russian book industry offer to Germany?

REGISTRATION

Date
April 21, Friday
Time
10:00–18:00
Place
Garage Education Center