Though much battered in the last decade, Croatia’s 4.5 million inhabitants are citizens of the most developed and richest former Yugoslav republic — and one eager to traffic in the world of books. The Zagreb-based publisher Hrvoje Bozicevic of Editions Bozicevic profiles the nation’s evolving publishing business.
The wartime atrocities that befell Croatia and Slovenia just before the first democratic elections of 1990 opened a new, grim chapter in the region’s history. But as this tumultuous decade sees its epilogue at the International Tribunal in the Hague, Croatia’s long-awaited recognition has brought a glimmer of light as well. Moving toward European integration, and boasting a high-quality education system, Croatia makes a worthy business partner for publishers in Europe and beyond. Though it is a small market (comparable to Finland), the nation’s growing economy and expected rise in standard-of-living may turn it into one of the most profitable areas of Central and Eastern Europe.
Admittedly, recent years have been hard for Croatia’s publishers. According to the National University Library, 3,600 titles were published in 1997. But by 1999, after the introduction of a 22% value-added tax on books, that number fell to 2,940. As the price of books soared, sales dropped significantly. The situation stabilized after the VAT on books was abolished at the end of 1999, however, and last year, 3,200 titles were published, with this year’s forecast more than optimistic.
About 200 publishing houses operate in Croatia, the most prominent including Skolska Knjiga, which publishes 300 titles annually and specializes in textbooks, scientific, and professional literature; Leksikografski Zavod Miroslav Krleza, with encyclopedias and monographs; and Matica Hrvatska, an interdisciplinary institution with its own publishing house. Though there is no reliable list of bestselling books in Croatia, eagerly sought titles include The New York Trilogy by Paul Auster, The Vagina Monologues by Eve Ensler, and all titles by Milan Kundera (one of the most popular writers in Croatia). History titles and memoirs sell well, too, and in fact Century of War: Anglo-American Oil Politics and the New World Order by F.W. Engdahl was one of the bestselling books of 2000. Of course, Grisham, Cornwell, and Clancy are hits here as everywhere, owing their popularity to movie rights sold.
In a hopeful sign, several young Croatian writers have stepped onto the scene. Among their much-translated colleagues are Miljenko Jergovic (Sarajevki Marlboro, Penguin); Slavenka Drakulic (Marble Skin, Norton); and Dubravka Ugresic (Fording the Stream of Consciousness, Northwestern). Still, many important authors remain to be translated or even reprinted. These include the great poet Nikola Sop (he was translated by Auden), and Janko Polic Kamov, whose short stories were published in Grand Street and Partisan Review.
A key challenge remaining to Croatian publishers is the lack of a suitable distribution network. Books are not sufficiently available in smaller towns, and marketing and media support are lacking. Moreover, print runs can be as small as 1,500 copies for serious literature, or 4,000 copies for J.K. Rowling. Meanwhile, book prices run from $6.50 to $25, relatively costly due to short print runs, hefty taxes, and large discounts to distributors (up to 50%). Since most people cannot afford to buy books, many are borrowed from libraries.
On the bright side, the Croatian Association of Publishers and Booksellers is laying the groundwork for a national book distribution network, and Internet sales are growing through sites such as www.sveznadar.com. More hearteningly, Minister of Culture Antun Vujic has made publishing a priority, buying books for libraries and subsidizing titles that do not have a large market potential. Vujic recently said that though the number of new titles was growing (thanks to stronger government support), the goal must be a completely market-oriented publishing industry. As the economy matures, Croatia’s publishers are hopeful that they can meet this challenge profitably.
