For too long, the publishing industry in Pakistan has been operating with a myopic view of the market it serves. For years, traditional publishers of nonfiction titles have failed to come up with new ideas. The readers are attracted equally towards nonfiction and fiction titles even if only a handful make an effort to stay updated on books and authors. The authors, having the time, energy and money for it, prefer having their books published from the UK or the US, or by franchises of some international publishers operating in the region. One wonders when the likes of HarperCollins, Hachette, Penguin Random House and Simon & Schuster will establish their offices in Pakistan. For now the idea appears far-fetched.

Despite the traditional publishing houses choosing to tread the familiar path, there are signs of a new era. Many publishing houses have emerged during the last few years. They are publishing fiction as well as non-fiction and poetry. In some cases these publishing houses are led by young, talented entrepreneurs, who are keenly aware of the market dynamics.

“I started Daastan when I was unable to find a publisher for my debut novel,” says Syed Ommer Amer, founder and CEO of the publishing house that started in 2011. “It was then considered impossible for a new author to get published in Pakistan. Being a techie who could build prototypes, I came up with Digital Raconteurs. It was later renamed and rebranded to Daastan in 2015.”

Amer says the publishing industry in Pakistan is passing through an interesting transformation. “When I started Daastan, it was a one-of-its-kind book publishing website. However, since then we have seen many more players emerge. We have a dedicated Urdu publishing portal and a portal that sells ebooks, among others.” Amer is confident that over the next decade, enough investment will be made in technology to enable local authors to sell directly in the global market.

Safinah Danish Elahi, founder of Reverie Publishers, says that the production volume of Pakistani publishers has been meagre. “Most book contracts for Pakistani writers were happening out of Pakistan. The old publishing houses printed only very serious literature on Partition or textbooks that had confirmed orders,” says Elahi. She says that no one wanted to discuss ‘ordinary’ stories or new narratives that needed representation. “The writers were writing for an international audience, which is why Pakistan was reduced to bombings and terrorism. What led me to establish my own publishing enterprise was the huge vacuum, where fiction was being published very cautiously, if at all. I wanted to publish stories that bring about a conversation, a thought, an idea. I think ordinary stories need to be told.” She believes that the independent publishing houses will support good writing and will take the initiative to change the narrative. “I see books on art, fashion, problematic laws and ideas of freedom being published. Two of these topics have been taken up by my authors. I see efforts being made for collaborations.” Elahi says some of the veteran writers are giving new publishing houses a chance. “I think the movement is positive and will yield benefits for the future generation of writers who will find appreciation locally as well, more so than before,” she says. Elahi is hopeful and thrilled. “We still have to resolve the marketing and distribution challenges; all this will happen in good time. I’m excited to be a part of this growing space in Pakistan.”

During the last few years, many publishing houses marketing fiction have emerged in Pakistan. These are led by young, talented entrepreneurs and authors who are aware of the market dynamics.

Over the years, the pace of production of titles for children has also picked up. Musharraf Ali Farooqi, founder and publishing director of KITAB says he dreamt of bringing attention to children’s books and literature. Asked about the future of Pakistan’s publishing industry, Farooqi says, “As the industry does not have any clear direction at present, I am unable to make any predictions. But I hope and believe there will be more small publishers working in areas that interest them. The distribution side will probably become easier to manage with online payment services and more competition among the courier services.”

Some publishers have ventured into the challenging space to create more possibilities for writers. Mehr F Husain, the founder of Zuka Books, says she had several reasons to establish her publishing house. One of these was the ban on Indo-Pak goods exchange that included books. Another was the lack of publishing opportunities in Pakistan. Yet another was the awful market conditions for authors. Husain is hopeful about the future of the publishing industry. “To see women at the helm of publishing fills me with hope. Maybe this time, things can be different.”

Many of Pakistan’s published authors, who once opted to work with international publications, want Pakistan’s publishing sector to flourish. Taha Kehar, author of Typically Tanya says, “The government’s decision to ban Indian imports after the illegal annexation of Kashmir seems to have given an indirect impetus to Pakistan’s publishing industry. New presses have swiftly carved out a niche for themselves in the indigenous market. It’s a pleasing change from what used to happen in the not-so-distant past when even traditional publishers would expect authors to either provide pre-publication orders or shell out funds for printing costs.” Kehar adds that local publishers have not entirely recognised the value of quality control – a vital step that can help them measure up to global standards. “Publishers need to enlist the services of skilled editors who can help polish and reshape manuscripts. Marketing plans also need to be reconsidered,” Kehar shares. “Without sound editorial feedback and cohesive marketing strategies, the books published locally will languish on bookshelves. What we’ll end up with are books of dubious quality that nobody wants to read.” Asked about the self-publishing sector, Kehar says, “various iterations of self-financed and print-on-demand publishing services have existed in Pakistan for decades. Most self-published authors struggle to promote their books. In most cases, the quality of writing isn’t at par with industry standards. The books are shunned by readers. Self-publishing companies and print-on-demand services must urge writers to have their work edited with care.”

Saleem Hussain, the Liberty Books director, says the Pakistani literary circuit faces many challenges. “The market for literary publications, especially in the English language, is very small. Most books go for a print run of no more than 500 copies. The other challenge is that printing material, including paper, ink, etc, is imported. Duty rates are as high as 40 percent making the cost of printing very high.” Hussain adds that support from the digital media is almost non-existent. This leaves the entire burden of marketing on the publishers giving them thin margins. A way forward, suggests Hussain, can be a willingness on the part of the government “to ease up the taxes on import of raw material used in printing.”

About the ban on trade with India, Hussain says: “it has definitely affected the authors. Books published in Pakistan can no longer be exported to India so that the authors have lost access to that market.” Payment of royalty to the authors is another issue. “Except for the established authors who are able to sell a couple of thousand copies and command a decent royalty, new authors are just anxious to get their work published and get very small royalties,” adds Hussain. Asked about the future of publishing English-language books, Hussain says, “the sector is in its infancy. Unless it gets proper patronage and support, it will face an uphill task to grow.”

The writer is a fiction writer and columnist. He is the author of Divided Species, a science fiction novel set in Karachi. For more info: www.moiwrites.com