What books do Bulgarians buy?
In Sofia’s central part, in Slaveykov Square, stands the biggest open-air bookstore in Bulgaria. Either in thе freezing cold or under the scorching summer sun, this is the place to enjoy a vast selection of fiction, reference books, history, memoirs, science, specialized professional editions, esoteric read, albums etc. If you are looking for a particular book out of stock at the moment, the booksellers will tell you about your chances of finding it or will organize its delivery.
Mihail Gerassimov is an experienced bookseller – he has been working in Slaveykov Square for 15 years. Before that he used to work as teacher of physics and mathematics. Mihail would put readers into three groups. Some of them are keen on books that have been widely promoted in the media. The other group includes mostly holidaymakers looking for a nice piece of compelling read. The third group is crowded with Bulgarians who live abroad and want to buy books by Bulgarian authors.
“There has been an ever stronger relation between information available online, watching films and TV series based on certain books, and the purchase of the respective book”, Gerassimov explains. “The most recent example is Game of Thrones. The book it is based on, is a fantasy epic that was released ten years ago. After the series finished, demand for the book grew. As to the age of book buyers, I must say that literacy has worsened among younger generations and this is clearly seen in their interests and communication habits. They do not usually buy quality books and rely on fragmented information found on the Internet and in movies.”
There is great demand for books by world-famous writers such as Paulo Coelho and Jorge Bucay. Both writers have been on visits to Bulgaria and have met with their Bulgarian readers. Documentary books and memoirs are also popular.
“Bulgarians still read books about organized crime, as well as political thrillers”, the bookseller says further. “In the recent years there has been keener interest in books about World War 2. The memoirs of Soviet leader Nikita Khrushchev who debunked the Stalin myth, have been released as well. Many people like the memoirs of veteran Bulgarian journalist Petko Bocharov who has lived in three Bulgarians – before, during and after the communist regime. Those aged 40 to 45 seem most interested in his memoirs. There is also demand for books featuring politicians and public figures – Boyko Borissov, Ahmed Dogan and others.”
Bulgaria’s present-day book market offers a much wider range of titles compared to the time when Mihail Gerassimov took up the job in Slaveykov Sq. The crisis however is quite tangible here – the daily turnover has dropped several fold year-on-year. Some readers go for second-hand books at much lower prices.
What Bulgarians read is also seen in the monthly and annual charts released by the Helikon chain of bookstores. Most often sold books include works by Jorge Bucay and John Kehoe who aid readers in handling more successfully the challenges of life using the powers of spirituality. In the section Fiction, the chart is topped by the novel Anomaly by Bulgarian writer Lyudmila Filipova. The book has been inspired by real events and people who have changed the world. The novel tells a story scrupulously kept secret by an old and influential Italian family which has left its footprint on the history of the Vatican and the whole of Europe. In the summer months chick lit and crime fiction rise in popularity. More from Elena Boychinova from Helikon.
“For sure the crisis – that is still very much on – has hurt the buying power of Bulgarians, and many of them tend to spend less on books. On the whole young people aged from 25 to 40 buy books most often. Retired people simply cannot afford it. Parents buy books for their children to read in the summer. They want to create reading habits with them.”
According to Elena Boychinova, sales do not suggest a slowdown in book demand.
“Now there is a new challenge for young people who are not in love with books on paper. We now have e-book readers sold in bookstores. They are also free to read online. I think that people continue reading. Whoever loves books won’t give up reading”, concludes Elena Boychinova.
Text: bnr.bg
Photo: BGNES