Antoine Gallimard, president of the newly rebranded France Livre: The French Publishing Network (formerly BIEF) in a photo from June 2011. Image: LPLT, CC BY-SA 3.0
By Eric Dupuy | @duperico
Reinforcing Partnerships, Expanding International Reach’
Today (May 27), one of the oldest and best-known brands in French literature’s international reach, the Bureau international de l’Édition française (BIEF), has announced a new name for itself:
After more than 150 years of promoting French literature worldwide, France’s premiere publishing export organization has unveiled a new identity designed to enhance its international impact and visibility.
France Livre: The French Publishing Network marking a strategic shift the organization says is aimed at reinforcing partnerships with international publishers and expanding the international reach of French-language literature.
A Strategic Evolution
The name change is said to reflect both practical considerations and ambitious goals for the organization, which has undergone several rebrandings throughout its history.
“Since 1873, says Antoine Gallimard, president of the rebranded group, “we have changed name several times, not least in the last half-century: ‘Office de promotion de l’édition française,’ ‘Office de promotion internationale.'”
Nicolas Roche
According to Nicolas Roche, the organization’s director general, the rebrand addresses a longstanding communication challenge.
“In reality,” Roche says, “while our work has long been well-identified by foreign publishers and partners, we were aware that our name was difficult for them to remember, even though we collaborate with them daily.
“BIEF, unfortunately most often mispronounced beef by our interlocutors—an easy joke to start speeches—had to give way to a more obvious, more impactful name.”
The new identity comes with a strong graphic design, a logo that symbolizes the networking of French publishers with their international counterparts and reinforcing the organization’s mission to connect rather than simply promote.
Addressing Industry Challenges
The rebranding coincides with significant challenges facing the international publishing industry.
“The book sector is confronted with major challenges,” Gallimard says, referring to economic pressure on traditional actors; fragmentation of cultural ecosystems; [and] disruptions linked to the appearance of generative AI.
“France Livre establishes itself more than ever as an essential partner, working in close collaboration with publishers—who are our members—regardless of their size, sector, or location.”
This collaborative approach is exemplified by the Paris Book Market (June 5 and 6) in its fourth edition, which brings together international publishing communities.
The event, supported by SOFIA and CFC, attracts nearly 260 foreign publishing houses represented by acquisition editors seeking titles from 265 French and francophone publishers.
“Already more than 3,500 appointments have been booked on the platform,” Roche says, “which is considerable.”
Competing With Cultural Protectionism
Despite English-language dominance in international publishing, French literature maintains a strong position in the world marketplace.
“The rise of cultural protectionism presents hurdles. Some countries are unfortunately in a strategy that aims to privilege authors from their own markets.”Antoine Gallimard, France Livre
“As in other cultural industries,” Gallimard says, “English is progressing but French resists and rather well, remaining by far the second-most-translated language in the world with nearly 14,500 contracts for assignments or co-editions concluded each year between French publishers and foreign publishers.”
Nevertheless, the organization acknowledges growing challenges.
“The international trend is unfortunately not to increase the number of translations,” Gallimard notes. “We now have to spend time persuading publishers in countries that have translated little—considering themselves somewhat self-sufficient. This is now the case with many countries.
“The rise of cultural protectionism presents additional hurdles,” he says. Some countries are “unfortunately in a strategy that aims to privilege authors from their own markets. Cultural protectionism tends to spread.”
Supporting Independent Publishers
France Livre places particular emphasis on supporting independent publishers, who represent the largest segment of its membership.
“It’s part of our DNA to have an interprofessional structure open to all publishers, regardless of their size,” Gallimard says. Thanks to support from the ministry of culture, the organization offers preferential conditions for participation in major international book fairs.
“Independent publishing is one of the key actors in the success of French books internationally,” Gallimard adds. The organization’s collective stand at Frankfurter Buchmesse (October 15 to 19) spans nearly 1,200 square meters, making it one of the fair’s largest exhibitors.
Developing ‘Hybrid Formulas for Distant Markets’
Looking ahead, France Livre’s leadership anticipates new market opportunities while addressing current challenges.
“I’m convinced that new markets will open,” Gallimard says: “francophone markets, those in the Arabic language. The organization continues to develop hybrid formulas for distant markets and strengthen relationships with francophone publishers.”
Recent initiatives include publisher meetings in New York, organized in partnership with Villa Albertine, focusing on art books and practical titles.
Despite enthusiasm from American publishers for high-quality French content, there are concerns about federal support for the publishing industry and the impact of generative artificial intelligence on copyright protection.
As France Livre embarks on this new chapter, the organization’s officers say they remain committed to its core mission: promoting French-language literature internationally while adapting to an evolving publishing landscape. In that light, the rebrand represents not just a name change, but a renewed commitment to building bridges between French publishers and their counterparts in an increasingly complex world market.
More from Publishing Perspectives on the formerly named Bureau international de l’Édition française (BIEF), now called France Livre, is here; more on international rights markets is here; more on translation and the work of translators is here, more on industry statistics is here; and more on the French book publishing industry is here.