I. Brief presentation on I. Brief presentation on myself,myself,

my company and my company and publishingpublishing

trends in my country:trends in my country:

• Nguyen Nhat Anh, Chairman of Nha Nam Nguyen Nhat Anh, Chairman of Nha Nam Publishing and Communication JSC., which was Publishing and Communication JSC., which was founded from early 2005 and has been founded from early 2005 and has been developing very quickly into one of leading developing very quickly into one of leading publishing houses in Vietnam, with main focus on publishing houses in Vietnam, with main focus on literature books, socio-culturral books, children literature books, socio-culturral books, children books. books.

• Up to now, the house has published about 800 Up to now, the house has published about 800 titles. Every years, nearly 200 new titles are titles. Every years, nearly 200 new titles are planned to release to the market. planned to release to the market.

* Publishing trends in Vietnam, with reference * Publishing trends in Vietnam, with reference to “On source multi-use” issue: to “On source multi-use” issue:

a. The book market is more opening than 10 a. The book market is more opening than 10 years ago. years ago. Private publishing companies are Private publishing companies are booming and booming and become the dynamics for the become the dynamics for the industry. Most of them industry. Most of them are small and medium-are small and medium-sized, and are more flexible sized, and are more flexible and creative in and creative in selecting books to be published. selecting books to be published. They, not They, not state-owned publishers, are the one who state-owned publishers, are the one who can can have motive to look for various ways to add have motive to look for various ways to add value to their published books. value to their published books.

b. At the moment, literature books which attract b. At the moment, literature books which attract largest largest audience in Vietnam are romantic, audience in Vietnam are romantic, suspense, funny suspense, funny books… Comic, manga also books… Comic, manga also keep a very big share of keep a very big share of the market. the market. Education books, specialised books keep Education books, specialised books keep their their traditional position. But maybe only literature traditional position. But maybe only literature books, commercial books are the areas where books, commercial books are the areas where there's there's greater effort for marketing to find greater effort for marketing to find out attractive ways out attractive ways to promote books. to promote books.

c. In my country, there’s still no Vietnamese c. In my country, there’s still no Vietnamese company company who concentrate on by-products for who concentrate on by-products for books. Just books. Just some publishers trying to promote some publishers trying to promote their own books their own books by making some toys, some by making some toys, some clothing, featuring clothing, featuring characters or slogan or characters or slogan or famous paragraph drawn famous paragraph drawn from the books, from the books, but in fact that kind of publisher are but in fact that kind of publisher are just a just a few. Most by-products are imported, for few. Most by-products are imported, for characters of Walt Disney (and other’s) movie characters of Walt Disney (and other’s) movie and and books, and made by big foreign books, and made by big foreign corporation. corporation.

d. It’s no easy for Vietnamese publishers and by-d. It’s no easy for Vietnamese publishers and by-product product makers to compete with foreign makers to compete with foreign makers from western makers from western countries and from China countries and from China in term of price and quality.in term of price and quality.

e. To realise the idea "One source multi use" or to e. To realise the idea "One source multi use" or to develop a true market of by-product, some develop a true market of by-product, some questions need to be answered: questions need to be answered:

- Can Vietnamese publisher create their own and - Can Vietnamese publisher create their own and very successful, very popular characters for very successful, very popular characters for Vietnamese books? Vietnamese books?

- What they would do to set up the cooperation - What they would do to set up the cooperation between the publisher and film maker, toy between the publisher and film maker, toy maker, and other advertising agents, companies maker, and other advertising agents, companies to promote better? to promote better?

- What kind of obstacle is the hardest for them - What kind of obstacle is the hardest for them when they want to sell book-relating by-product when they want to sell book-relating by-product through current channels? through current channels?

- At the moment, which by-product appealing - At the moment, which by-product appealing most to Vietnamese customers?most to Vietnamese customers?

f. Editor’s role: Editor is the one who can f. Editor’s role: Editor is the one who can recommend a recommend a suitable by-product for a suitable by-product for a specific book he edited. In specific book he edited. In the publishing the publishing house, editor works like a project house, editor works like a project manager for manager for the book he recommend to be published. the book he recommend to be published. In In Vietnam, so far, editor's role is very limited. Vietnam, so far, editor's role is very limited. They're They're spending most of their time on book spending most of their time on book content, not PR content, not PR and marketing activities. It's and marketing activities. It's needed to train editors on needed to train editors on how to initiate idea how to initiate idea as well as how to monitor the as well as how to monitor the realisation realisation and distribution of by-products. and distribution of by-products.