The biggest revolution is the audiobook, but the printed book is holding its ground
“I think that in the Nordic countries, listening to books has become a third of all reading in the general market,” says Halldór Guðmundsson, an author, literary scholar, and former publisher of many years.
Grímur Kolbeinsson talks to Halldór in the latest episode of A Moment in the Industry about changes in book publishing, the war of nerves during the Christmas Book Flood, and what Icelandic printing houses should do to compete with foreign ones. Halldór worked in book publishing for nearly twenty years, most of that time as the publishing director of Mál og menning. “There have been incredible changes in just a few years, and the digital revolution has changed the production process,” he says about the changes that have occurred in the publishing of books and printed works. “Dictionaries, for example, have completely disappeared as physical objects and are now only online. Reference books have moved online,” Halldór points out. “I think the biggest revolution in recent years isn't the e-book, though; it's the audiobook. There has been tremendous growth, as we've seen with Storytel in Iceland.”
Amazon opens bookstores
However, Halldór points out that printed books are by no means disappearing. “Books as printed objects have a certain uniqueness related to the visual aspect, people's experience, and the need for intimacy. Things have a tendency to come full circle. Books continue to matter, and the book is much bigger than vinyl,” says Halldór about the development, recalling the words of Halldór Laxness's publisher about the book when the digital revolution was beginning. “He said, ‘I use my printing house to create objects that have something more than the e-book.’ I think there's truth in those words. It's not surprising that Amazon is opening bookstores, even though the trend is for bookstores to shrink and decrease in number. Bookstores create intimacy; they host readings and events. The same goes for libraries; they are becoming event venues,” says Halldór.
A war of nerves in the book flood
During the years Halldór worked in book publishing, the Christmas Book Flood was crucial for the business. The peak of the flood and a large part of book sales occurred on St. Thorlac's Mass. “If things go well, it's thanks to the author; if things go poorly, it's the publisher's fault,” says Halldór, and of course, the printing houses also felt the stress.
Important to maintain expertise
Halldór gives Icelandic printing houses good advice on how to hold their ground. It is crucial to maintain expertise in printing and bookbinding. However, it is difficult to compete with large foreign printing houses on price. Technological developments may make that competition easier. “Then it's just a matter of keeping up with technological developments that allow people to become comparable in price despite the small size of the market.”
IÐAN - A Moment in the Industry · The biggest revolution is the audiobook, but the printed book holds its ground
