Ljubljana’s Tromostovje or Triple Bridge on the Ljubljanica River at the Franciscan Church of the Annunciation. Image – Getty: Jelena
By Jarosław Adamowksi | @JaroslawAdamows
‘Print Runs Are Gradually Decreasing’
As many of our Publishing Perspectives readers know, the 2023 Guest of Honor Slovenia turn at Frankfurter Buchmesse was complex, rich with a distinctive culture’s color, and left the world book industry with one of the most valuable initiatives of many years: the Ljubljana Manifesto of Higher Level Reading (read it here) clearly connects the importance of long-form, immersive reading, critical thinking, and the hopes of democracy in a world of political pressure.
As our readers know, manifesto—very much a living document—is one component of a new collective on democracy and reading, and we have more coming soon for you on that around this year’s June 2 and 3 World Expression Forum (WEXFO) in Lillihammer.
On June 2, a special program, “Literacy: A Precondition for Democracy,” will lay out the coordinated efforts being made in Europe on this point, with a keynote by WEXFO CEO Kristenn Einarsson, the participation of Luis González of Spain’s GSR Foundation, and moderation by Publishing Perspectives.
Meanwhile, in relation to today’s (April 16) Rights Edition, we wanted to look at where Slovenia’s home market stands now, after such a powerful showing at Frankfurt in 2023.
As demanding as it is to mount a Frankfurt guest of honor program, the aftermath can resonate for years, and as Slovenia’s reading culture continues to nourish that of many other markets, we’re interested in how that nation’s market looks now.
Slovenia’s book market reported a slight decline last year, and the drop in sales may have been less connected to rights performance than to broader societal challenges including digitization; changing reading habits; and economic pressures. While printed books continue to capture the majority of sales, the Slovenian market is experiencing a noticeable shift toward digital formats, according to industry representatives, and this, of course, can mean a broader panoply of rights available to the industry.
You may recall our recent reference to the Slovenian publisher Beletrina in our story on Europe’s ThinkPub program from Creative Europe.
Alma Čaušević Klemenčič is the executive director of Beletrina, and she tells Publishing Perspectives that two of the country’s major publishers, hers and Mladinska knjiga, launched their respective subscription platforms for ebooks and audiobooks in 2024, indicating an intensifying digital trend in the market.
Alma Čaušević Klemenčič . Image: Mankica Kranjec
“Print runs are gradually decreasing,” Čaušević Klemenčič says, “while digital consumption is rising.
“Slovenian authors remain strong in the market, often topping bestseller lists. Established names like Drago Jančar; Feri Lainšček; Tadej Golob; and Tone Partljič continue to perform well.
“In recent years,” she says, “more female authors, including Vesna Milek; Bronja Žakelj; Irena Svetek; Irena Cerar; and Tina Vrščaj have gained popularity.”
At the same time, she says, books on well-being, health, and self-help are also trending in the Slovenian market alongside novels by local writers, with authors such as David Zupančič; Aljoša Bagola; and Klemen Selakovič featured on bestsellers’ lists, Čaušević Klemenčič points out.
Rights Sellers: Crime, Biographies, Sci-Fi, Adventure Fiction
A former part of Yugoslavia—from which Slovenia gained its independence in June of 1991—Slovenia is a country with a population of more than 2.1 million. While popular local authors who write in Slovenian are highly popular among the nation’s readers, translated books also have a robust following in the market, something that keeps Slovenian rights buyers on the lists of international trade representatives in book fairs’ and trade shows’ rights centers.
‘Crazy Physics’ by Slovenian author Feri Lainšček
“Foreign crime and psychological thrillers, along with contemporary fiction, remain popular among Slovenian readers,” Čaušević Klemenčič says. “Trends are often influenced by book clubs, social media, and film adaptations.”
Crime novels, biographies, science fiction, and historical and adventure fiction feature among the most popular genres among Slovenian readers, which is why rights sellers approach Slovenian buyers with these genres.
“Romance novels also have a steady following,” per Čaušević Klemenčič, “especially among female readers.
“Children’s and young adult literature remain an important and growing segment for us, supported by strong local authors and illustrators. Recently, books focused on mental health, self-improvement, and wellness have gained significant attention. Nonfiction books, especially those dealing with current affairs, psychology, and personal development, are increasingly in demand,” she says.
“Genre popularity is influenced by both local authors and international trends. Audiobooks in these genres are also gaining attraction, especially among younger and tech-savvy audiences.” In Slovenia, educational books and classics are often purchased by schools or with the use of funds from state supported programs.
“Book series and visually engaging content also play a role in sustained reader interest,” Čaušević Klemenčič says. “Overall, the Slovenian audience is diverse in taste, spanning both mainstream and niche genres.”
Asked about Beletrina’s performance last year, Čaušević Klemenčič says that in 2024, the publishing house maintained stable sales and book revenues at a level comparable to that of 2023.
“A major milestone was the opening of our second bookstore in Maribor,” she says, “expanding our physical presence beyond Ljubljana. The launch of our multimedia digital subscription platform, Beletrina Digital, marked a key innovation. It brings together ebooks, audiobooks, films, and podcasts in one place.
“Beletrina continues to build a strong position through high-quality Slovenian and translated titles. Among our top-selling books, 15 out of 20 were by Slovenian authors such as Feri Lainšček (author of Kurja fizika, or Crazy Physics); Drago Jančar; Vesna Milek; and Borut Pahor. Our list includes fiction, humanities, history, and essays.”
Regarding the publisher’s plans for 2025, this year, Čaušević Klemenčič says she intends to further expand its digital offer, with a focus on ebooks and audiobooks sold through Beletrina Digital.
“We want to continue publishing impactful works while further adapting to the evolving digital landscape.”
More from Publishing Perspectives on Frankfurter Buchmesse is here, more on Slovenia is here, more on the world’s international trade shows and book fairs is here, and more on guest of honor programs is here. Porter Anderson contributed to this report.