The London Book Fair – China Market Focus

Reaching the publishing community

Midas PR has been shortlisted for its PR support to The London Book Fair 2012.

Midas PR provided PR support to The London Book Fair since 1998, including on-site press office, media liaison, and B2B. In 2012, PR included a B2B PR and stakeholder campaign around the China ‘Market Focus’ programme. The London Book Fair (LBF), which took place from 16-18 April 2012, is the largest B2B spring book fair in the world.

At LBF, each year a country or region is selected as “Market Focus” (MF). The MF country invests in stand space and brings publishers, authors and media. Market Focus aims to put the region’s publishing industry in the spotlight, encouraging trade relations between them and the rest of the publishing world. There was an unprecedented press attendance at the Fair (916). Midas handled all press requests, including press registration and media requests. The fair also attracted record numbers of visitors and attendance at the China MF events was exceptionally high – with many ‘sold out’.

Over 200 pieces of coverage were generated around the Market Focus programme, 90% were positive or balanced, and included coverage in national newspapers, extensive trade and broadcast coverage. Trade coverage included a partnership with BookBrunch to produce a bilingual magazine, including 16 interviews/articles on Chinese publishing.

This programme achieved its goals and more, providing many long-term connections between the UK and Chinese publishers and boosting LBF’s stated goal of being “essential to the business of publishing”. Indeed several major deals between UK and Chinese publishers were signed at the Fair, and several authors who attended signed deals with Western publishers including award-winning Bi Feiyu, who signed with Penguin.

Alistair Burtenshaw, Director of LBF, said:
“The dedication, expertise and strength of the Midas team was a crucial factor in the success of the LBF China Market Focus.”