17000 islands of imagination

17,000 ISLANDS OF IMAGINATION
Indonesia as Guest of Honour, Frankfurt Book Fair 2015
Book Market
Opportunities
in
INDONESIA
credit to petabudaya.belajar.kemdikbud.go.id
Thomas Nung Atasana
Borobudur Agency – IKAPI
INDONESIA – Area & Population
16th largest area in the world
4th largest population in the world
AREA
INDONESIA
1,904,600 km2
POPULATION
255 million
(2015 estimate)
Java (including Jakarta) 6.8%
57.5%
Sumatra
25.2%
21.3%
Kalimantan
28.5%
5.8%
Sulawesi
9.9%
7.3%
Papua
21.8%
1.5%
Jakarta
0.034%
662 km2
3.9%
10.1 million
INDONESIA – Islands & Languages
NUMBER OF ISLANDS
• 13,466 during high tide (only 930 inhabited)
(17,508 during low tide, including sandbars and reefs)
 Distribution channels are mostly concentrated in
major cities and towns
LANGUAGES
• 726 living local languages, with 1 official language:
Indonesian aka Bahasa Indonesia
 Most books printed in Indonesia are written in
Indonesian.
 English is firstly introduced either at 4th grade of
elementary school or 1st grade of junior high school
INDONESIA – Demography &
Religious Adherence
Productive age of 15 – 64 = 66.52% = demographic bonus
AGE
MALE
FEMALE
TOTAL
RELIGIOUS
ADHERENCE
% (RELIGIOUS
ADHERENCE)
0 - 14
13.91%
13.43%
27.34%
Muslim
87
15 - 64 33.43%
33.09%
66.52%
Christian
7
2.70%
3.44%
6.14%
Catholic
3
50.04%
49.96%
100.00%
Other
3
> 64
INDONESIA – Education,
Literacy, Library
PRIMARY & SECONDARY EDUCATION
• > 54 million students for > 252,000 schools
TERTIARY EDUCATION
• > 5 million students for > 4,300 universities
ENROLMENT RATE
• 94% for primary education, 75% for secondary education,
27% for tertiary education
LITERACY
• 93% (male = 95%, female = 91%)  India = 74%, Brazil = 90%
LIBRARY
• 1 national library, approx. 2,600 public libraries, > 25,000
school libraries, numerous community libraries
INDONESIA – e-Literacy
Internet, Social Media, Blog
INTERNET
• Approx. 83.7 million users (33% population), via PCs, cellular
phones, laptops, notebooks, “internet kiosks”
 58% aged between 12 and 34, online 5 hours by laptops or PCs and
2 hours by mobile devices
 Around 46 million smart phones in 2014
FACEBOOK
• Approx. 62 million users (2nd largest after United States)
TWITTER
• Approx. 30 million users
BLOG
• More than 5 million bloggers
INDONESIA – Economy
16th biggest economies in the world
Largest economy in South East Asia
GDP
• US$915 billion (2015 estimate by IMF)
Real GDP growth
• 2014: 5.2%, 2015: 5.5% (estimate)
 On the production side, the highest growth – 10.02% – achieved by information and
communication businesses
GDP per capita
• US$3,630
Rising Middle-Class and Affluent Consumers
• 74 million in 2013 and will double by 2020 with an increase of 8 million
to 9 million each year (approx. 90 million in 2015)
Book Sales
• General book sales (excluding schoolbooks) is approx. US$300 million or
0.033% of the GDP
BOOK DISTRIBUTION CHANNELS
Bookstore: books & stationeries
 Declining, now approx. 700 active outlets
CATEGORY
COMPANY
OUTLET
Nationwide Chain Bookstore
(from Sumatra to Papua)
Toko Buku Gramedia
 Keep on expanding
110
Chain Bookstores
(mostly in Java)
Toko Gunung Agung
Togamas
Tisera
Paperclip
32
20
13
10
Independent Bookstores
Intermedia, Gratia, Promex, etc.
–
Distributors
BukuKita, Solusi Distribusi,
Gramedia Merchandising, etc.
–
Direct Selling
Gramedia Direct Selling, Mizan Dian
Semesta, etc.
–
Book Counters at Supermarkets
Carrefour
Giant, Lottemart, Ramayana, etc.
87
–
ONLINE RETAILERS
ONLINE BOOKSTORES
 Nationwide via JNE, TIKI &
PT POS Indonesia shipping carriers
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Bukabuku.com
Kutukutubuku.com
Bukupedia.com
Bukukita.com
Bukuhemat.com
Inibuku.com
Qstore.tv
Gramediaonline.com
Mizanstore.com
& online retailers of other major
publishers
ONLINE STORES
 Fast growing online businesses,
reaching US$2.7 billion in transactions
Online stores that also sell books:
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Kaskus.co.id
Lazada.co.id
Blibli.com
Tokopedia.com
Bukalapak.com
BOOK IMPORTERS & ENGLISH BOOKSTORES
Imported book distributors:
• UNIBOOKS INDONESIA  mostly from North America, Europe & UK
• SINAR STAR BOOKS  primarily from the US, UK, Europe & Japan
English bookstores:
• PERIPLUS  45 retail outlets in Java, Bali, Lombok, Kalimantan and Sumatra,
located at airports and shopping malls
• KINOKUNIYA (+ Japanese books)  4 stores at large malls in Jakarta
• BOOKS & BEYOND (formerly: TIMES BOOKSTORE)  36 stores in Java,
Bali, Sulawesi, Kalimantan and Sumatra
• AKSARA  4 stores in Jakarta
Imported books’ counters: 33 stores of TOKO BUKU GRAMEDIA
Online: OPENTROLLEY BOOKSTORE INDONESIA
BOOK PUBLISHERS & NEW TITLES
Source: Indonesia National Library from data of requirement for ISBNs
ACTIVE BOOK PUBLISHERS
(2013-2014)
ISLANDS
Java (Jakarta: 404)
TOTAL
1,053
Sumatra
67
Kalimantan
17
Sulawesi
25
Maluku
2
Papua
2
Nusa Tenggara
9
Bali
16
GRAND TOTAL
ANNUAL NEW TITLES
(2012-2014)
1,191
2012
23,323
new
titles
2013
36,624
new
titles
2014
44,327
new
titles
LARGEST PUBLISHERS
Association: IKAPI – Indonesian Publishers Association
1,317 members, 40% general publishers & 60% schoolbook publishers
Kompas Gramedia Group
• Gramedia Pustaka Utama
• Elex Media Komputindo
• Bhuana Ilmu Populer
• Grasindo
• Penerbit Buku Kompas
• Kepustakaan Populer
Gramedia
Mizan Group
• Mizan Pustaka
• Noura Books
• Bentang
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Erlangga
Penebar Swadaya
Agromedia Pustaka
Rosdakarya
Tiga Serangkai
Bumi Aksara
Kesaint Blanc
Serambi Ilmu Semesta
Zikrul Hakim Bestari
Kanisius
Femina
Republika Penerbit
UNIVERSITY PRESSES
Association: APPTI – Indonesian University Presses Association
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There are more than 200 university presses, such as:
IPB PRESS – Bogor Institute of Agriculture, Bogor
UI PRESS – University of Indonesia, Jakarta
GAMA PRESS – Gadjah Mada University, Yogyakarta
PENERBIT UNIVERSITAS ATMA JAYA – Atma Jaya University, Yogyakarta
PENERBIT UNIVERSITAS SANATA DHARMA – Sanata Dharma University,
Yogyakarta
PENERBIT ITB – Bandung Institute of Technology, Bandung
AIRLANGGA UNIVERSITY PRESS – Airlangga University, Surabaya
ITS PRESS – Sepuluh Nopember Institute of Technology, Surabaya
UB PRESS – Brawijaya University, Malang
BADAN PENERBIT UNIVERSITAS DIPONEGORO – Diponegoro University,
Semarang
UNSRI PRESS – Sriwijaya University, Palembang
LEPHAS – Hasanuddin University, Makassar
UNLAM PRESS – Lambung Mangkurat University, Banjarmasin
UNCEN PRESS – Cenderawasih University, Jayapura
LITERARY AGENCIES
* Only 3 literary agencies in Indonesia so far
* Most Indonesian publishers deal with overseas publishers or literary
agents directly, and only recently some of them have started using the
services of the 3 literary agencies available
* Indonesian authors also submit their manuscripts directly to publishers
1. MAXIMA CREATIVE AGENCY
• Since 2004, representing quite a number of publishers from
North America, UK and Europe
2. TUTTLE-MORI AGENCY CO., LTD. – INDONESIA
• Since 2010, a branch of Tuttle-Mori Thailand, representing
around 20 foreign publishers
3. BOROBUDUR AGENCY – IKAPI
• Since 2013, representing and facilitating Indonesian
publishers and authors to market their copyrights overseas
E-BOOKS
• Nowadays large publishers and university presses publish ebooks, along with the print books, and some sell the e-books
via their e-bookstores, such as
<> Gramediana for Kompas Gramedia publishers’ e-books
(approx. 9,000 titles, and will add with 3,000 new titles soon)
<> Lumos  Mizanstore for Mizan Pustaka publishers’ ebooks (approx. 1,060 titles)
<> e-Rosda for Rosdakarya publisher’s e-books (200 titles)
• The Indonesian Ministry of Education and Culture provides
free school e-books for primary and secondary education
(1,331 textbooks)
• The estimated number of e-books published in Indonesia is
less than 2% of print books
• Most users prefer tablets and smart phones in Android, iOS or
Windows platforms to read e-books to e-reader devices like
Kindle and Nook. Scoop is popular e-reader app in Indonesia
PRICING SYSTEM, AVERAGE PRINT RUN,
BESTSELLER CRITERIA & REFERENCE
Pricing System:
• Cover price of e-books is generally 75% of print books
• Discount for bookstores and distributors: 45% - 55% (mostly
returnable), discount for e-bookstores: 50%
• Tax = 10% x (cover price - discount) on any genres except
schoolbooks, textbooks and religious books
• Royalty for translated print books: 6% - 8% of cover price,
for translated e-books: 25% of net receipts
Average print run:
• 3,000 copies (up to 5,000 for children’s picture books)
Bestseller criteria:
• 6,000 up to 10,000 copies sold in one year
Bestseller list reference for translation:
• New York Times, Publishers Weekly, Amazon.com
SEGMENTS – Top Ten Genres
Source: TOKO BUKU GRAMEDIA, Nationwide Chain Bookstore
RANK
GENRES
2013
GENRES
2014
UNIT SALES
UNIT SALES
in million
in million
1
Children’s Books
10.95
Children’s Books
10.14
2
Religion & Spirituality
3.76
Schoolbooks
3.43
3
Fiction & Literature
3.68
Religion & Spirituality
3.42
4
Schoolbooks
3.58
Fiction & Literature
3.26
5
Reference & Dictionary
2.02
Reference & Dictionary
1.69
6
Business & Economics
1.01
Business & Economics
0.95
7
Motivation & Self-Help
0.96
Motivation & Self-Help
0.82
8
Social Sciences
0.81
Psychology
0.75
9
Cookbooks
0.81
Social Sciences
0.72
10
Computing & Internet
0.75
Cookbooks
0.67
BESTSELLING TRANSLATED NOVELS
TITLES
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Inferno
The Da Vinci Code
A Game of Thrones
Adultery
The Alchemist
The Cuckoo’s Calling
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Used to be a bestseller: Life
(by Yann Martel – Canadian)
SERIES & AUTHORS
• Harlequin Romance Series
(Harlequin Enterprises, Canada)
of Pi
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Sherlock Holmes Series
Agatha Christie
Dan Brown
Stephen King
Shopaholic Series
Sophie Kinsella
Paulo Coelho
James Patterson
Haruki Murakami
BESTSELLING TRANSLATED CHILDREN’S
& YOUNG ADULT BOOKS
TITLES
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Frozen (storybook)
Toy Story
The Fault in Our Stars
Paper Towns
Totto-chan
SERIES & AUTHORS
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Harry Potter Series
The Divergent Series
Disney Comics & Picture Books
John Green
The Twilight Saga
The Hunger Games Trilogy
Naruto Series (manga)
Detective Conan Series (manga)
The Adventures of Tintin
Series
BESTSELLING TRANSLATED NON-FICTION
TITLES
SERIES & AUTHORS
• Hero
• The Secret
• Wreck This Journal (by Keri Smith,
• Chicken Soup for the Soul
Series (Montreal-Contacts,
Canadian)
• The Everything Store
• Why “A” Students Work for “C”
Students
• Good to Great
• Marketing Management
• The Miracle of Enzyme
• Disney English-Indonesian
Dictionary
•
Used to be a bestseller: Visual
Dictionary: Indonesian-English (QA
International, Canada),
Canada)
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Rich Dad, Poor Dad Series
Robert T. Kiyosaki
Rhonda Byrne
John Maxwell
Philip Kotler
Chris Anderson
Dale Carnegie
Karen Amstrong
LICENSING, RIGHTS NEGOTIATIONS
 Visit Indonesia Rights Fair 2015: 2nd – 6th September
• Most large Indonesian publishing companies that do trade books and
mass market paperbacks still count on translation – especially world
best sellers – around 40% to 60% of their titles
• Foreign publishers can do both ways, dealing with Indonesian
publishers directly and through the 3 literary agencies
• Translators for French– Indonesian are limited and with higher fees
The following terms are open to negotiate between both parties:
• Initial print runs vary, depending on genres (children’s books and
novels: 3,000 - 5,000; non-fiction: 2,000 - 4,000) and the popularity of
the titles; initial print runs and reprints are generally in paperback
• Royalty rate: 6% - 8% for print books based on cover price and 25% for
e-books calculated on net receipts
• Advance royalty payment : 20% - 30% of estimated royalty payment
for the initial print run
• Courtesy copies for publicity and promotion purposes: 150 - 300
• Period of agreement: 5 years
EXPORTING
• Exporting print books to Indonesia is promising:
 There are 2 active book importers
 Growing English bookstores and English book
counters as well as online retailers
 Rising middle-class and affluent consumers
• Printing books in Asian countries have a shipping
advantage; and Indonesia has a number of reputable
printing houses, such as Kapasari, Indonesia Printer
and Percetakan Gramedia
• Making use of the Indonesian POD facilities for
paperbacks is also an option to cut shipping cost
CO-PUBLISHING
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Though uncommon, co-publishing schemes could be
attractive to the Indonesian publishers, if:
The contents of the work have prospective selling
points for the Indonesian market – not necessarily the
world bestseller 
Supported with well-prepared marketing plans
Funded with reasonable shares accepted by both
parties: production cost and revenue sharing are
preferable, while profit sharing is more complicated to
carry on
Both parties are prepared for mutual trust and long
lasting cooperation
HIRING TALENTED COMIC ARTISTS
There are a number of talented comic artists in Indonesia,
either working individually or under arts studios, with
excellent service to produce comics and graphic novels for
international market – including Indonesia – such as
• CARAVAN STUDIO with various comic artists specialize in
(Western) comics, graphic novels and manga
 International clients: Marvel, Mattel, Penguin, Lucasfilm,
Archaia, Blizzard Entertainment, Little, Brown and Company
• CENDANA ART MEDIA (comic publisher) with comic artists
of AKADEMI SAMALI (comic artists community) specialize
in graphic novels and comics
• APRIYADI KUSBIANTORO (Mr.) professional comic artist
 International clients: Dark Horse Comics, Don Lawrence
Collection
CARAVAN STUDIO
* Cover from re:ON Comics
* The Keeper illustration
CENDANA ART MEDIA
* Cover of ENJAH graphic novel
* Sample of inside pages of ENJAH
APRIYADI KUSBIANTORO
* Cover of BHARATA YUDHA comic
* Sample of illustration
QUESTION & ANSWER
Please type your question in the Q & A panel.
Thomas Nung Atasana
International Rights Director
Borobudur Agency
IKAPI Building
Jl. Kalipasir No. 32
Jakarta Pusat 10330
Indonesia
[email protected]
www.borobuduragency.com
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Nous reconnaissons l’appui financier du
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