With multinational companies stepping into the publishing business in India and exports of Indian publications touching Rs 151 crore, job opportunities in the industry have increased manifold. Publishing houses today are on the look-out for competent editors and marketing professionals. The salary levels in the industry have also gone up appreciably in recent times. But, has the industry been able to attract the right kind of professionals?The publishing industry in India is straddled with an image problem. People look upon a career in the industry as an exercise that is limited to mere printing and selling of books. True, the two functions indeed determine the success of a publishing company. But, what is overlooked is the fact that the publishing business is an intellectual endeavour rather than a mere marketing exercise. So, the earlier the misconception is cleared the easier it will be for the industry to attract qualified and competent professionals.
Publishing companies look for two kinds ofpeople, editors and marketing professionals. Placement in the editorial section is usually open to candidates who possess a post-graduate degree in English. Some of the top companies would also expect the candidates to possess some editing work experience as well.
Marketing is an important wing of a publishing house, more so in the emerging competitive environment. Like in many other industries, placements in this section are open to candidates who possess a degree or diploma in marketing, along with relevant work experience.
Those seeking a career in the industry should know that many of the publishing companies are just about taking wing in the new competitive environment. So, the challenges posed to a professional in the industry are also that many. Unlike many other sectors, the publishing business is not a highly profit-oriented one. That apart, the nature of the business itself is very different from the other sectors. For instance, every single title that is brought out by a publishing company is anew product by itself. In the manufacturing or service sectors, once you establish a good brand position in the market, competition becomes that much easier. But, in the publishing business, you are known by the last title that your have introduced to the readers. So, the competition never eases.
One of the reasons why publishing companies operate on small margins is because they have made only small-scale investments. The big industrial houses in India have not ventured into the publishing business so far. Perhaps, the government could have stepped in to bridge the shortfall in investments in the publishing industry, but that has not happened.
However, those engaged in the publishing industry in India would like the government to come to the rescue of the struggling Indian publishing industry, instead of welcoming foreign publishing houses without discussing the situation with the federations and associations in the book Industry.
There is no level playing field for the domestic publishing companiesvis-a-vis foreign players. MNCs are allowed to set up publishing business in India with 100 per cent equity. Many of these companies are now reprinting in India, very expensive books which had been published abroad. This is leading to an outflow of funds. Moreover, these foreign publishers can afford to bring huge funds into India at a very low rate of interest of 6-7 per cent, compared to the 18-20 per cent interest rate that is prevalent here.
It, therefore, does not stand to reason how we are saving foreign exchange. Rather we are creating hurdles for Indian publishers by allowing such companies to operate in such a manner. It is indeed creditable that the Indian publishing industry has survived the onslaught of the MNCs.
The domestic players will be able to take on the foreign competition if they are able to recruit and retain competent professionals. Perhaps the government could initiate certain training programmes for people aspiring to join the publishing industry. One way of doing this is byintroducing relevant courses in the university curriculum. Besides, institutes can also be established for imparting practical training to professionals joining the industry.
The pathway to success in the publishing industry is strewn with challenges. But, every challenge is indeed an opportunity for those who are in for the long haul.
S C Sethi is president of The Federation of Publishers & Booksellers' Association in India and director of Crest Publishing House.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
