The fair’s awnings protected the first visitors, not from the sun, but from the rain. The first stalls opened their shutters and the owners looked up at the sky, hoping that the water would not spoil the books and that visitors could easily walk through the windows. Another editor also opened the awnings as a precaution. “Don’t let it rain too much, but it’s not too hot,” said Fernando Álvarez, editor of Ático de los libros, with a laugh.
The Foam Pages stand was one of the first to welcome visitors, but first the books had to be dusted with a feather duster and some of them placed back on the main table. The neighboring stands welcomed him, introduced themselves and wished him the best of luck as this new edition began. Juan Casamayor, the editor, has been associated with the fair for more than 26 years and his publishing house has participated since 2000. “It’s an opportunity because we have contact with our readers.” “We see the reactions to new books,” he said. Among the usual runners of the Retiro, the municipal police and the tourists who looked at the stands in surprise, editor like Pilar Álvarez of Alianza Editorial looked from the inside, who, on leaving her stand, told the criteria by which she chooses a good book: « The most important thing is to buy a book that you want to keep later. I believe the power of paper lies and every day we strive for the books to be beautiful, supple to the touch, well done, well corrected and of course well written.” It is a collection of throughout the year harvested fruits: “It’s the meeting point where you see all the work you’ve done in the last year.”
Political representatives such as the Minister of Culture and Sport Miquel Iceta, the Councilor for Culture of Madrid Andrea Levy or the Councilor for Culture, Tourism and Sport of the Autonomous Community of Madrid Marta Rivera de la Cruz were also present at the inauguration several books . One of them was “A Barbarian in Paris” by Mario Vargas Llosa on the stand of Casa del Libro, which is celebrating its 100th anniversary. “It is my 24th fair. I’m a writer, but much earlier than a reader and book buyer,” she told ABC. The consultant remembered the first book she had been autographed at the fair when she had just arrived in Madrid. It was called “Late Age Games” and was signed by Luis Landero. As he spoke, he stopped at the Cátedra publishing house, which is celebrating its 50th anniversary, and bought a copy. “I have noticed a change, an improvement in the stalls and a greater interest from Madrid residents and people outside of Madrid. For several years she attended the fair as an author, yesterday also as a politician. “Now I have the opportunity to see the fair as a whole, including as an engine for business, progress and tourism,” he told ABC.
“We don’t just want to show the novelties, but the entire editorial fundus,” said Javier Jiménez, editor of Fórcola Ediciones. From his booth, the editor placed his label’s jewels on the table and others removed the small drops splattered by the rain. His challenge is to reconnect with readers who already know the publisher and who others know the publisher. “The professionalism of the editors and the quality of the publications attract an atypical audience because it doesn’t come from the weekend but from the newspaper.” The fair has become an opportunity to discover new literature, and this was demonstrated by some who were confused the novelties at the stands looked. “You have to be impartial. “It’s an opportunity to buy books that are harder to find in a bookstore,” Grande said. Meanwhile, the promenade filled with visitors strolling through the stalls with a book bag and an umbrella in hand.
Throughout the day, more than one editor traversed the venue to greet a friend, exchange copies and discuss the opening hours of the fair. The illusion of letting the blind drive up without restrictions or security measures, as in previous years, is enormous. Most publishers cannot answer which two trade fair visitors should take with them. “That is a very difficult question. “It’s like asking a father who has multiple children who his favorite child is,” said Penguin Group editor David Trías, laughing as he surveyed his entire booth. The group wanted to pay tribute to Javier Marías, who died last September, and set up a corner in his stand to commemorate all his work.
young and curious
During the first hours of the fair, many curious young people in school uniforms were walking down the Paseo de Germán Núñez in search of books for young people. Some of them ran to the largest and most colorful stalls in Retiro. “Many more young people are coming than ten years ago. It makes me very happy because it seemed like e-books would supplant paper and youth, but in the end it didn’t. “There are different target groups at the fair and there are books for everyone,” said Fernando Álvarez. On the other hand, Trías has been attending the fair for 27 years and recognizes that there is a great youthful influence. “There is a plethora of new editorials aimed at young audiences. It’s a live audience and buys a lot».
A young sportsman who had exhausted his day at the park went to the Ediciones Encuentro stand in search of a book on personal philosophy. “There are those who think that people don’t read, that they only go to the fair to go for a walk and have a drink. “The fair is proof that the world of books is very much alive and that it is a wonderful experience to share,” he affirmed. For him it is an opportunity to enjoy literature with all generations. And so it has been. During the day, mothers would walk with their children and grandparents with their grandchildren.
New distribution
The new redistribution has moved the university publishing houses to the central campus. Everyone waited with wide open blinds. For the first time, their stalls opened up front and back so they formed a small square and chatted while waiting for visitors. “It’s a great test. It is the first time that all the universities are united in the center and it is an experience that we must cherish,” confirms Javier Balibrea, Editor of Ediciones Universidad de Navarra (EUNSA).
The publisher has been attending the show for many years and is showing enthusiasm for participating again after the pandemic. “We really want to put culture at the heart of the city,” Balibrea said. One of the challenges he faces each year is to break the stereotypes of university publishers. “Sometimes we’re seen as an overly academic group, but most books with that background try to transfer all the knowledge generated at universities to the real world and society.”
