Professional Training Programme empowers over 200 publishers

Gulf Today, Staff Reporter

The “Professional Training Programme for Publishers” kicked off on Saturday, organised by the Sharjah Book Authority (SBA) as part of the professional events preceding the 43rd Sharjah International Book Fair, and accompanying the 14th Sharjah Publishers Conference. In collaboration with the NYU SPS Center for Publishing and Applied Liberal Arts (PALA), the programme brought together over 200 publishers and industry professionals representing 43 nations.

Gathering top industry experts to guide the sessions, the training programme held at the Sharjah Chamber of Commerce and Industry (SCCI), delivered cutting-edge insights on integrating Generative AI, leveraging social platforms like Meta, and harnessing the influence of TikTok to transform publishing practices and expand global readership. The rigorous training included interactive lectures, case studies and practical exercises, which addressed key challenges and opportunities within the publishing industry, and enabled participants to engage with and learn from leading industry experts.

SHARJAH’S VISION FOR AN INFORMED PUBLISHING ECOSYSTEM: In his opening speech, Mansour Al Hassani, General Coordinator of the Professional Conferences for the Sharjah International Book Fair, stated, “The development of the publishing industry is integral to Sharjah’s cultural project, which has made culture a fundamental pillar for building societies, and provided publishers with a strong platform to support the creative economy ecosystem. We aspire for this session to spark inspiration and foster collaboration, charting a new course that amplifies publishers’ contributions to comprehensive, sustainable development.”

“The publishing landscape has transformed dramatically. Today’s challenges are unprecedented, innovation tools have evolved, and opportunities have become more distinct. In response, the Sharjah Book Authority has crafted this training programme to address the evolving needs of contemporary publishers. We aim to offer practical insights and tools that enhance audience engagement and boost industry revenues. Moreover, we’ll explore data-driven strategies to guide the book industry towards new markets and reinforce decisions that promote knowledge dissemination through effective, sustainable means.”

Offering a warm introduction for the attendees, Andrea Chambers, Associate Dean of the NYU SPS Center for Publishing and Applied Liberal Arts (PALA), expressed her thanks and appreciation to Sharjah Book Authority for its support of publishers and efforts to expand knowledge and provide expertise. “Our annual collaboration with SBA provides an incredible opportunity for publishers in the region to enhance their skills and expand their reach in the global market. This professional training programme provides invaluable insights into best practices in publishing while gathering a community where diverse voices can come together. We are committed to empowering publishers, ensuring they are well-equipped to navigate the evolving landscape of the industry and connect with readers worldwide.”

MAXIMISING SOCIAL PLATFORMS FOR GLOBAL REACH: In the opening session titled ‘The Magic of Meta for Publishers’, Joana Jamil, Strategic Partner Manager at Meta, guided publishers on utilising Meta’s platforms, including Facebook, Instagram, and Threads, to cultivate global readership and drive book sales. During the session she revealed how the social media landscape is in constant flux, demanding that publishers evolve their strategies just as swiftly, and with Instagram alone boasting over 2 billion monthly users and a staggering 140 billion Reels played daily, the potential for reach is immense. However, she noted how it’s important to recognise that each platform caters to a distinct audience, and that publishers must craft tailored content that resonates with these diverse audiences, leveraging the strengths of each platform to cultivate a global readership and drive book sales.

HARNESSING CREATOR-DRIVEN COMMUNITIES: The second session of the day was titled “BookTok: Reimagining How Books are Recommended and Sold,” led by Donia Abi Nassif, Direct Creator Management Lead at TikTok. Nassif highlighted how their “BookTok” subcommunity has accumulated over 39 million posts dedicated to books and literature and has an annual growth of nearly 15%.