Hanging on to the tale of that whale

New Zealand film played a starring role in this week's push by local book publishers to raise their profile and make deals at the 2005 London Book Fair.

The New Zealand and Australian publishing industries were the central focus of the annual, three-day event at the Olympia Exhibition Halls.

It was the fifth time a New Zealand publishing collective had taken part in the show. This year's stand was backed by Creative NZ, NZ Trade & Enterprise, Booksellers New Zealand and the Book Publishers Association. It featured 26 publishers, from Penguin NZ to Hairy Maclary publisher Mallinson Rendel.

Books with film links featured in several sessions on New Zealand. In My Father's Den director Brad McGann and Whale Rider author Witi Ihimaera appeared at a Creative NZ-sponsored lunch. Ihimaera also gave four seminars including a packed-out session entitled A Whale of a Tale - Maori Girl to Moby Chick.

Film is one way local authors can gain "creative cachet overseas", said Creative NZ chairman Peter Biggs. "Film and literature work together very, very powerfully. What we wanted to do was drive off both of those."

Ihimaera, who was also in London to promote the British publication of three of his books, said he was on the cusp of an international literary career thanks to Whale Rider.

"Everything that's happened to me is on the back of Whale Rider," he said. "I found myself in the happy position of moving from a New Zealand writer into a writer whose work is being published in 20 languages."

Robson Books, part of publishing giant Chrysalis, is bringing out a new edition of Whale Rider as well as The Uncle's Story and Band of Angels.

If they are successful in the British market, Robson will publish three more Ihimaera novels.

He hoped other Maori writers could benefit from his success. "If we all hang on to the tale of that whale, who knows where it will take us?"

Random House managing director and Booksellers board chair Michael Moynahan admitted foreigners connect New Zealand with films like The Lord of the Rings and Whale Rider but the latter differs in one important way, he added. "Not only is it a great film, its also a great New Zealand book."

London's book fair is one of the few events where publishers appear with their books, making it an ideal place for networking, said exhibition director Alistair Burtenshaw.

With 1796 stands displaying books over 32,000sq m, the fair had more resemblance to a noisy stock market than a library.

It saw new books launched, foreign rights sold and business deals done by publishers, booksellers, distributors, agents and librarians from 108 nations.

At the heart of these proceedings - in the hall's very centre - were the New Zealand and Australia stands.

The two countries were being celebrated as this year's "market focus" because of their "creativity and vibrancy", said Burtenshaw.

But the countries had been somewhat forgotten in Britain, he said. "They haven't been focused on for some years, so we could say to the industry there's a huge amount going on."

Moynahan said he was confident New Zealand could market itself successfully on an international level at the fair.

"Without wishing to be too bold, we're probably doing as well, if not better, than anybody. We're pretty much doing a pretty damn good job at publishing some pretty amazing books."

Finding larger markets involved producing books with good ideas and design, he said. New Zealand books met these criteria while remaining distinctive.

"We're recognised as being interesting and innovative and different, and I think we're kind of exotic."

People were surprised about the number of readers and the diversity of material published. Huia Publishing director Brian Bargh, who has attended the fair four times, was promoting Booker Prize winner Keri Hulme's forthcoming book of short stories, Stone Fish.

Award-winners such as Hulme and James George, who is nominated for this year's Tasmania Pacific Fiction Prize along with C. K. Stead, were the only ones international publishers and booksellers wanted to know about, he said.

"Its good to have a presence and a decent-sized stand but the market is hell of a discerning. Just because we are all here [means nothing]. The focus is on award winners. They are the only books you should bring."

Any sales from the fair would come after the event, he said.

"This is a chance to talk about books and authors. All the real action takes place by mail and on email."

BOOK SALES

In 2002, NZ publishers:

* Brought out 3600 titles

* Exported 2100 of them

* Sold $117m worth of books overseas

* Had most success with educational books (66 per cent of exports)

Source: NZ Trade & Enterprise