Literature Sector Plan 2012-2014

1.1 The Literature sector in Australia

The literature sector in Australia comprises the writing, publishing and performance of literary fiction, non-fiction, poetry and playscripts for adults and children through print, media and the performing arts. It also embraces the rise in cross-disciplinary platforms for writers, including the growing consumption and creation of narrative games and interactive books. The love of books and reading begins in the home and babies are drawn to a book firstly by its pictures. Australian picture book writers and illustrators are gaining an international reputation for excellence. E-publishing and its influence on every stage of the supply chain from writers to booksellers brings both problems and opportunities to the sector. In the first quarter of 2012 sales of adult e-books comprised around 30% of the market; with sales of childrens books at 17%. An article in the December 2011 issue of The Bookseller predicted that sales of e-books will double in size over the course of 2012. However, some publishers believe that e-book sales will level out at some stage, retaining a core of readers who prefer to read from paper. Overall there is a high degree of uncertainty. In the long term, publishers need to develop a business model that will be profitable for themselves and for their writers. In the short term, Australian publishers are faced with the difficulties of marketing to both digital and paper readers; and book production in a proliferation of publishing formats. At the same time, digital publication offers increased opportunities to take Australian writers into international markets. While the internet and social media provide opportunities for writers to opt out of the traditional publishing process and develop skills in digital writing and self-promotion, there is no evidence that these opportunities are currently generating significant new income streams for Australian writers. Book buying and reading in Australia remain at a high level, compared to other developed countries. Research from the Australia Councils Get Reading report states that over half of the people surveyed read a book for pleasure at least once a week and this figure is unchanged from the 2010 study. Digital reader usage had doubled to 19% for mobile phones (previously 10%) and tripled to 18% for portable reading devices (previously 6%). Nevertheless, visiting a bookshop remains a popular activity for readers with just under half (36%) stating they visit a bookshop at least once a month. Internationally, Australian writers continue to attract attention and sell books. Australian publishing has built its strength in recent decades on a culture of rights buying and selling, valued at up to $300 million per year for the Australian economy.

Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014

1.2 The Literature Sector and the Australia Council

The Literature Board sector plan developed in early 2011 was written as a two-year plan, with the anticipation that board policy would be comprehensively reviewed in early 2013. The current 2012/13 plan draws largely on the previous year, with some amendments to reflect consultation with the literature sector and initiatives that have been developed over the past twelve months. Through its funding programs, the Literature Board will maintain its current level of direct funding to authors with at least 50% of the total budget. This will include the second year of the well-received Book2 program, part of the federal governments Creative Australia initiative. It will also encourage applications from writers for residencies at the Paris and Rome studios and to other selforganised locations. In 2011, after extensive consultation with publishers across Australia, the board moved away from single-title funding, to a system of annual program grants to publishers, supplemented by special grants for major publishing initiatives. Board and staff recognise the special needs of the publishing industry in a time of change and will continue to monitor the effectiveness of their support to Australian publishers. Through its Market Development section, the Australia Council will continue to offer initiative funding for publishers to increase the sales of Australian books into wider, international markets. These will include the popular Visiting International Publishers program and the attendance of Australian publishers at the major international trade fairs. Nationally, the Australia Council will promote the Get Reading program to encourage infrequent readers to read more good Australian books. It is vital that young Australians have access to the best Australian work and continue to enjoy reading as a leisure pursuit. National statistics on childrens reading habits indicate that participation rates have fallen slightly over time, but the board needs more detailed information in order to formulate future policies to support childrens and young adult writing and publishing. Literature Board staff will work with the Australia Councils research unit to increase its expertise in this particular field. In 2012 the board will extend its training programs for book editors to specialised initiatives for Indigenous editors. The board will also work with the Aboriginal and Torres Straits Islander Board of the Australia Council towards further assistance to and promotion of Indigenous writers. The board acknowledges the importance to the sector of our literary magazines and the writers centres that support writers at every stage of their careers. These will continue to receive funding through both the key organisations section and through program and promotions grants categories. Writers festivals, both national and international are now a vibrant section of the literature world. In 2012 the Literature Board will examine the competing claims from capital city, regional and international festivals within a static allocation of funding to this category, to arrive at the best solution to support Australian writers.
Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014

1.3 The Australian Literature Ecosystem

National identity, cultural literacy of Australians, knowledge of ideas, cognitive skills, stock of Australian books
The intangible value of the sector

Skills Development
Writers Centres Service Organisations (Australian Society of Authors, Australian Writers Guild, Playwriting Australia) Tertiary Creative Writing Programs Schools Creative Writing Programs Commercial Writing Courses Popular Writing (Romance, Cookbooks etc)

Professional Support
International Studio Residencies Arts Law Copyright Organisations Agents Unions

Market Development
International Book Fairs Australian Writers Festivals (State Gov.) International Writers Festivals Reading Events (held by Writers Centres, poetry groups) Multimedia Presentations Writers-in-Schools (CP) Theatre TV Arts (MPAB) Book Launches & Library Events

Key areas of activity/or gs that build capital

LEGEND: Supported by the Literature Board Supported by other Australia Council Areas Not supported by Australia Council

Authors
Novelists Poets Playwrights Non-Fiction Writers Multimedia Writers Illustrators Graphic Novelists Editors Playwrights (Theatre Board) TV Writers Film Writers

Publishers
Australian Publishers Multinational Publishers Indigenous Publishers (ATSIAB) Educational Publishers Self-Publishers Literary Journals Popular Writing New Media

Distribution & Wholesale

International Book Fairs Online Distribution (SPUNC Network) Multinational Publishers Online Retailers (eg Amazon US/UK, Booktopia)

Retail
Chain Booksellers (eg Dymocks) Independent Booksellers Discount Department Stores (eg KMART) Online Retailers (eg Amazon US/UK, Booktopia) Educational Booksellers Libraries & Archives

Consumption
Critical Journals(ABR) Critical Journals (ALR) Blogs Newspaper Review Sections Prizes Radio/TV Arts Review Young People Reading Literature in Education Books Alive Little Big Book Club Big Book Club Community Book Clubs

Key Stages in the Value Chain

Key Players in each Stage

Grants
Authors & Publishers Projects Writers Centres Professional Organisations

Strategic Development
Industry Overview Planning & Coordination Research & Analysis Leadership & Advocacy

Legislation - Policy
Copyright Censorship Education

Other Instruments
Tax Concessions Subsidies Diplomacy Trade Regulations

Government Policies & Initiatives

Key areas of Governme nt activity that influence the sector

Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014

1.4 Sector Issues of Concern to the Literature Board

The impact of digital technology affects the literature sector at each and every stage of the value chain. Publisher are working towards new business plan in an environment that changes from month to month and writers are faced with the need to learn new ways of writing and marketing their work. While the literature board does not fund booksellers, the rapid decrease in the number of retail outlets available for paper book publishers affects the publishers and writers who apply for Australia Council funding. Similarly, while Australian publishers have moved into e-book production, they are restricted by a deficit in marketing opportunities for e-publication. 2011 Australian Bureau of Statistics reports on childrens reading behaviour confirm that the participation rate has only fallen slightly over time (less than 1% in 6 years) and holds up well against other activities such as watching TV. However, there has been a significant rise in other screen-based activities. It is essential that as young people make the move from paper to tablet books, they continue to have access to excellent Australian writing. The Literature Board welcomes the fact that each year more and more regional towns in Australia are establishing their own writers festivals. These, along with the major capital city festivals, form a vibrant infrastructure for Australian literature and provide increased opportunities for writers to earn performance fees and promote their work. However, within the limited financial resources available to the Literature Board, it is not possible to offer support to every applicant. As Australian writers continue to impress overseas audiences, an increasing number of overseas writers festivals are asking the Literature Board to send them both established and emerging writers. The Literature Board acknowledges the importance of overseas markets for Australian writers and recognizes a need for increased overseas promotional activities outside the grants categories

Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014

1.5 Literature Board Goals & KPIs 2012-2014

Support Australian writers and publishers to work in a digital environment
At least 15 program grants to publishers to incorporate support for digital conversion and marketing Board initiative to assist established literary magazines to enhance their digital engagement with readers Regular meetings with external stakeholders to provide information and training opportunities in digital marketing and distribution Regular meetings with the Market Development section to incorporate digital training and marketing into Australia Council programs

Support writers incomes

Maintain Literature New Work grants at their current level At least 2 Creative Australia Book2 grants At least 6 grants for translation of Australian books into other languages At least 4 overseas writers residencies Review the criteria for funding Australian and overseas writers festivals for the maximum benefit to writers, and present to the Board Review the Australia Councils support for Australian playwrights at each stage of their career

Encourage young Australians to access excellent Australian literary work

Research commissioned into current trends in readership in the under-15 years age group Delivery to the Board of a best practice model to support picture book illustrators Support for at least 2 service organizations for young readers/writers. Support for the Childrens Laureate program in the National Year of Reading

Promote cultural and regional diversity in the Literature sector

At least 4 workshops for nesb writers through the key service organizations At least one program to support training for Indigenous editors Establishment of the major festivals Regional Outreach Initiative as part of the Creative Australia program At least one grant for publication in a language other than English Regular information bulletins to Indigenous writers on Australia Council grants Encourage all sectors of the literature community to organise and advocate for the artform
Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014

1.6 Literature Board Work Plan 2012

1. Support Australian writers and publishers to work in a digital environment
Deliver the cross-media writing component of New Work grants Deliver and monitor grants to literature key literary magazines for digital conversion Each staff member to attend at least one skilling workshop in digital writing and/or publishing Deliver Presentation program grants to Australian publishers Promote Australia Council Fellowships in cross-disciplinary work to literature sector Develop a programme with an external partner to provide skilling workshops for writers in digital writing.

2. Support writers incomes

Deliver New Work grants programs for writers at all stages of their careers Deliver Book2 grants program Promote and encourage applications for studio and self-generated overseas residencies Review criteria for festival funding and report to Board Fund literary magazines to pay contributors fees Work with Market Development section to initiate international opportunities for Australian writers and publishers Review current support for Australian playwrights and develop a new strategy

3. Encourage young Australians to access excellent Australian literary work

Work with Australia Council research unit to initiate reader research Inform the Board on application criteria and assessment processes for illustrators funding applications Liaise regularly with childrens and young adult service organisations supported by the Literature Board Investigate new funding opportunities to encourage young people to read

4. Promote cultural and regional diversity in the Literature sector

Liaise with Writing Australia to ensure delivery of national workshops for nesb writers, and discuss future initiatives for these writers Liaise with ATSIAB to deliver their policy goals for Indigenous writers Work with festival directors and submit funding applications to Board for the Festivals Regional Outreach Program Monitor delivery of Indigenous editor training program

Australia Council for the Arts LITERATURE SECTOR PLAN 2012-2014