The rise of digital platforms is revolutionising the way books are marketed and distributed across Africa. This trend opens up new possibilities for authors, especially in Kenya and Zimbabwe, where self-publishing has gained momentum.
But a new study, Publishing Futures: A study of the publishing landscapes in Ghana, Kenya, Nigeria, South Africa, Uganda and Zimbabwe, shows that distribution challenges persist for writers.
It says that innovative publishing models and self-publishing are thriving, indigenous language publishing is expanding, audiobooks and other digital reading platforms are leading innovation, crowdfunding is a financial lifeline, and social media is boosting African stories globally.
Demand for children’s books in African indigenous languages is also rising, highlighting the importance of multilingualism in the region’s literary future.
Initiatives such as Jacana Media’s Vela Books in South Africa are championing these efforts, ensuring that African stories are told in local languages, furthering cultural preservation.
The report sheds light on the increasing popularity of audiobooks in indigenous languages, with platforms such as Genti and AkooBooks pioneering this new way of storytelling.
“These platforms are not only expanding the reach of African narratives but are also creating new opportunities for local publishers to thrive in the global marketplace,” the report says.
African publishers are increasingly turning to crowdfunding and grants to finance their projects.
“This innovative approach is enabling creative professionals to bring their works to life despite the economic challenges faced by the region’s publishing industry,” the report says.
Platforms such TikTok’s BookTok and Instagram have emerged as powerful tools for African authors to promote their books and engage with a global audience.
According to the report, “these platforms have proven essential for connecting readers with African stories, further amplifying the voices of Sub-Saharan authors.”
Multinational publishing corporations dominated Sub-Saharan Africa’s traditional publishing scene from the 1960s to the 1990s. But the majority of these publishing companies – which often started as offices or subsidiaries of multinationals – have either closed down or transitioned into indigenous ownership or control.
“Yet local publishers have also existed in the region for decades, and have enjoyed a surge in activity since the turn of the 21st century. There are many African-owned/managed publishing houses operating in each of the six countries this study focuses on. Despite the economic hardships that have curtailed people’s buying habits, these independent publishers have continued to evolve. And some local players have expanded their business into other countries,” the report says.
“This has become a rapidly expanding and accessible option for many writers. Previously, self-publishing required a lot of money, but today, with access to a computer, the internet connection and a small amount of funds, it has become easier to explore e-publishing and other non-traditional routes. Across the six countries, the opportunities for authors who wish to invest in the publishing of their work without involving an established publishing house have grown tremendously.”
“Also, debut authors first published in the region tend to grant their publishers world rights, in the hope that these publishers will then sell the various regional and subsidiary rights. This is done in the absence of a more traditional agenting structure, and SSA publishers have also started trading rights among themselves, resulting in books being published across multiple countries,” it adds.
The study cites a lack of distribution infrastructure between these six countries to other parts of Africa, especially a way of sending books across borders.
The pathways for distribution into the UK and the US, however, are much more tried and tested. Rising costs of raw materials and printing also pose challenges across the region. Piracy continues to be a problem, even with copyright laws in the six countries.
Publishing in SSA has shifted due to innovation and changing consumer behaviour. While the sector is not shifting completely to digital media, there is a correlation between innovation in this area and business growth.
Following the introduction of mobile banking and payments, there is now also an opportunity for book distribution on mobile phones, allowing publishers to diversify their sources of revenue. In order to capitalise on innovation, a conducive policy environment is necessary to boost the e-commerce ecosystem, the report notes.
According to the report, small publishers play an increasingly significant role in SSA’s publishing and literature sectors. Their size distinguishes them from their larger, more established counterparts and requires different management approaches.
Yet these businesses continue to support a range of direct and indirect jobs, including writers, editors, translators, and illustrators.
