digital tools Posts

Shivani’s “Bhairavi: The Runaway”

The well-known Hindi writer, Shivani aka Gaura Pant was enormously popular. She was fluent in four languages — Hindi, Bengali, Gujarati and English. She also knew Sanskrit. According to her daughter, the noted journalist, Mrinal Pande, Shivani wrote her first story in Bengali but was dissauaded to do so by Rabindranath Tagore, who advised her to write in her own tongue. So she became a Hindi writer.

Many who grew up reading Hindi literature have stories to share about how generations of folks would wait for the next story to be published by Shivani. Grandmothers would encourage their granddaughters to read Shivani’s stories too. But as her daughter, the noted translator and writer, Ira Pande points out, “she wrote novels and stories that had strong women characters who rebelled against all such values and social inequalities. This also accounted for her lifelong fascination with those who lived on the margins—mendicants, lunatics and lepers. Time and again, she returns in her short stories and novels to characters drawn from those to whom rigid social values cannot be applied.” ( “A Conservative Rebel: An Unusual Mother ” by Ira Pande, Manushi, No 147 or read Ira Pande’s excellent book on her mother — Diddi: My Mother’s Voice ) . Nevertheless, by all accounts, Shivani’s readers were not confined to a particular gender. Everyone read her. Everyone enjoyed reading her stories. She seems to have been the Indian equivalent of Charles Dickens in her popularity and her readers shared the same sense of excitement for her next story as Victorian readers did for the next instalment of a Dickension story.

So when Simon & Schuster India announced the publication of an English translation of Shivani’s Bhairavi: The Runaway, it caused a ripple of excitement. Priyanka Sarkar is an accomplished translator and an editor and her awe at being entrusted with a novel by Shivani shines through her prefatory remarks. The foreword has been written by Mrinal Pande who observes that “As her [Shivani] reader and daughter, I meet her countless admirers all over the globe. Among them are simple housewives and professional men and women, school kids, and a surprisingly large number of diaspora Indians from India’s Hindi belt, who confess they developed a taste for Hindi after reading Shivani’s books. All of them confide how their mother, or grandmother or even great grandmother had first introduced them to Shivani’s writings and once into it they were hooked for life.”

She adds,

Women writers who have this sort of strange freedom thrust on them, mostly resolve their tensions in laughter and in prose and in doing so they will, almost inadvertantly, confer the gift of free thinking on their daughters. I learnt from Shivani both as mother and reader, that women leading socially secure lives as mother and wives are not morally more credible or more capable than those who are without family or child. Till the end, Shivani remained a kaleidoscopic character for me: outwardly traditional but bold, perverse, un-beholden and totally free when she puts pen to paper. Reading Bhairavi and the strange composure and compassion in these pages that co-exists with pain and hurt, I feel it is not the moralist’s why, but a humane what, that the writer ekes out from life, holds tenderly and finally redeems from oblivion.

With the formidable combination of a tremendous writer and of a talented translator, I was looking forward to reading a fine translation of Bhairavi. Instead I was confounded and deeply saddened by what I encountered. Apparently the original novel is written in continuation and slipping in and out of the languages Shivani knew. Of course it is a challenging task to translate such a text for the modern reader but to say “for the sake of readability, the story has been broken down into chapters” was astonishing. I have still been unable to wrap my head around this fact that how can one take such liberty with a piece of work that is already recognised for its craftsmanship. Translated works are known to have been experimental in their literary form such as run on sentences or no chapters but the translators have never taken the liberty of chopping up the original text. Take for instance award-winning writer Laszlo Krasznahorkai who is known for his extraordinarly long and immersive sentences. The English translations of his text are never cut up for the sake of the convenience of the modern reader. And yet, he has won some major prizes such as the International Booker Prize. In fact with Bhairavi too, if the reader chooses to ignore the chapter breaks and goes into a sort of creative sleep and reads the text smoothly, then one gets a sense of rhythm and sense of what Shivani probably conveys in the original text. But if the reader makes the mistake of allowing the present form of the English text to govern one’s reading, it does not work.

The second remark that I came upon and troubled me greatly was “the untranslateable has been left as is and explained wherever possible”. This comment did not make any sense to me especially since I had recently interviewed the acclaimed translator Anthony Shugaar who is known for his numerous translations of French and Italian texts into English. In fact, he makes precisely this very point “there are no untranslatable words, there are untranslatable worlds. My job is to build bridges from them to where we live” ( “Loss, Betrayal, and Inaccuracy: A Translator’s Handbook”, VQR, 19 Feb 2014).

Despite reading this remark in the Translator’s note in Bhairavi , I proceeded ahead with the novel. Alas, it become a tougher and tougher task to do so. In my humble opinion, if Shivani chose to play with multiple languages to write her novel in, then the least the translator could do is to acknowledge this craftsmanship and understand the cultural context. Perhaps the best way to create a translation in the destination language is to imbue it with the cultural context, much in the way Anthony Shugaar seems to create. Translation is not merely an act of linguistic conversion. If it was only that we could rely upon neural technology and use digital tools such as Google Translate. Somewhere the distinction has to creep in between manmade and computer translations.

Having said that I look forward to the next work of translation Priyanka Sarkar does. She is definitely a translator with potential and we need more translators like her to make our rich cultural heritage visible to a larger audience.

23 Oct 2020

“Publishing Pangs”,Economic Times, Sunday Edition, 5 July 2020

“Publishing Pangs”, Economic Times, Sunday Edition, 5 July 2020

On 24 March 2020 invoking the Disaster Management Act (2005) the first phase of the lockdown to manage the Covid-19 pandemic was announced. “Disaster Management” is considered to be a part of the Concurrent List under “social security and social insurance”. With the announcement all but the most essential economic activity halted nationwide. Only 4 hours’ notice was provided, insufficient time to plan operations.

Demand and supply existed but all cash cycles dried up — because bookstores were not operating. Brick-and-mortar stores had to close while online platforms focused on delivering only essential goods and books were not on the list. Priyanka Malhotra says “When Full Circle reopened in mid-May, there was a great demand for books. Mid-June, supply lines are still fragile, so getting more books regularly is uncertain. Well-stocked warehouses are outside city limits and are finding it difficult to service book orders to bookstores. We are mostly relying on existing stocks.”

In future, the #WFH culture will remain particularly for editors, curation of lists, smaller print runs, the significance of newsletters will increase, exploring subscription models for funding publishers in the absence of government subsidies and establishment of an exclusive online book retailing platform such as bookshop.org. Introducing paywalls for book events as the lockdown has proven customers are willing to pay for good content. Distributors and retailers will take less stock on consignment. Cost cutting measures will include slashing travel as a phone call is equally productive, advances to authors will fall, streamlining of operations with leaner teams especially sales teams as focused digital marketing is effective, With the redefining of schools and universities due to strict codes of physical distancing and cancellation of book fairs, publishers will have to explore new ways of customising, delivering and monetising content.

In such a scenario the importance of libraries will grow urgently. Libraries benefit local communities at an affordable price point. They are accessed by readers of all ages, abilities and socio-economic classes for independent scholarship, research and intellectual stimulation. The nation too benefits with a literate population ensuring skilled labour and a valuable contribution to the economy. By focusing upon libraries as the nodal centre of development in rehabilitation and reconstruction of a nation especially in the wake of a disaster, the government helps provide “social security and social insurance”. Libraries can be equipped without straining the limited resources available for reconstruction of a fragile society by all stakeholders collaborating. As a disaster management expert said to me, “Difficult to find a narrative for what we are going through”.

After a disaster, the society is fragile. It has limited resources available for rehabilitation and reconstruction. To emerge from this pandemic in working condition, it would advisable for publishers to use resources prudently. It is a brave new world. It calls for new ways of thinking.

Given this context, the Economic Times, Sunday Edition published the business feature I wrote on the effect of the pandemic on the publishing sector in India. Here is the original link on the Economic Times website.

***

As the first phase of the sudden lockdown to manage the Covid-19 pandemic was declared on March 24, the timing was particularly unfortunate for the books publishing industry. End-March is a critical time in the book publishing industry.

End-March is a critical time in the book year cycle. It is when accounts are settled between distributors, retailers and publishers, enabling businesses to commence the new financial year with requisite cash equity. Institutional and library sales are fulfilled. The demand for school textbooks is at its peak. But with the lockdown, there was a severe disruption in the production cycle — printing presses, paper mills, warehouses and bookshops stopped functioning. Nor were there online sales as books are not defined as essential commodities.

“Publishing in India is estimated to be worth $8 billion in annual revenues,” says Vikrant Mathur, director, Nielsen India. “Trade publishing has seen four months of near-zero sales which straightaway knocks one’s revenues off by at least 25-30%,” says Thomas Abraham, MD, Hachette India. 

Profit protection became key. Firms either reduced salaries or laid off employees, and unaffordable rentals forced closures of offices and bookshops. Arpita Das, founder of Yoda Press, says, “After three months of almost zero print sales, and low ebook sales, we decided to move out of our office space.”

In mid-May, bookshops and online portals resumed selling books. Bookstores delivered parcels using India Post, Zomato, and Swiggy. Sales of children’s books exceeded everyone’s expectations, averaging 30% more than pre-Covid sales. Shantanu Duttagupta, publisher, Scholastic India, says, “The ecosystem of children’s books and content comprises mainly of parents, educators and children. While print is traditionally preferred, it has to be recognised that content of any sort has to be format-agnostic. Whether it’s digital solutions for parents and children, helping educators through professional development or providing curated, age-appropriate books for children, being agile and nimble is key.”

Publishers announced curated digital content for schools engaged in remote learning. Scholastic Learn at Home, Collins Digital Home Learning, DK’s Stay Home Hub and StoryWeaver’s Readalong** were among such initiatives. Paywalls were introduced for creative writing workshops and were fully subscribed. Academic publishers noted an increase in inquiries from universities regarding bundle subscriptions.

To remain relevant with readers, there was an explosion of hashtags and promotions on the internet: #ReadInstead, #BraveNewWorld, #Reset, #MacmillanReadingSpace, #PenguinPicks, #KaroNaCharcha and #MissedCallDoKahaaniSuno. Book launches and lit fests went digital, with viewers across time zones. Brands like JLF ( Jaipur Literature Festival) got a viewership of over 700,000 worldwide*, while Rajpal & Sons got a viewership of over 300,000 — both hosted an equal number of events (50+) in the same time frame.

According to Meru Gokhale, publisher, Penguin Press, Penguin Random House India, “India’s reading consumption patterns during the lockdown consisted of ‘bucket list reads’ of classics, voluminous works and series fiction; self-help and mind-body-spirit lists.” Publishers launched frontlists (new and current titles) as ebooks , deeming that preferable to tying up cash in inventory. Interesting experiments by editors have involved crowd-sourcing new ebooks, usually kickstarted with an opening by a literary star. Vikas Rakheja, MD, Manjul Publishing, says, “We have seen a 300-400% growth in sales of our ebooks in April-June, over the same period last year, in both English and Indian regional languages, on Amazon Kindle and other online sales portals.” 

Chiki Sarkar, publisher, Juggernaut Books, says their titles saw greater time spent on ebooks during the lockdown. Audiobooks also sold. Yogesh Dashrath, country manager, Storytel India, says, “Globally there was doubling of intake. In India, it accelerated exposure to audiobooks.”

But India is firmly a print book market. So it will take some time for patterns to change. Kapil Kapoor, MD of Roli Books and owner of CMYK bookstore in Delhi, says, “In Unlock 1, we have not yet seen a significant spike in the demand for books. For now, sales figures hover around 40–50% of pre-Covid-19 days, largely driven by online sales — an accurate reflection of consumer preference of wanting home delivery and not venturing out to markets due to a fear factor, which is understandable.” A concern is book piracy will increase in direct proportion to economic stress in households.

As for lasting trends, work from home culture will continue, particularly for editors. Experimentation with curated lists, smaller print runs and subscription models will be seen. Some publishing firms, imprints, bookstores, retailers and distributors may go out of business. Increasingly, finance and legal will join sales departments to ensure “correct” decisions are made. Cost-cutting measures may include slashing travel, relying more on digital tools for efficiency, such as negotiating book rights online, employing leaner sales teams and expanding business horizons beyond the Anglo-American book market, without travelling. New platforms capitalising on professional expertise and fostering creative synergies have emerged on social media, like Publishers’ Exchange, an initiative by language publishers across India, Mother Tongue Twisters, Roli Pulse, Independent Bookshops Association of India and Publishers Without Borders. With the redefining of schools and universities, publishers will explore new ways of customising, delivering and monetising content. Could book events go behind a paywall? Perhaps libraries will regain significance?

As the industry negotiates this disruption, it’s clear that it will take a lot of ingenuity to emerge largely unscathed on the other side. Everyone is hoping for a happy ending to this particular saga.

* At the time of writing the article, this figure of 700,000+ held true for JLF. But on the day of publication of the article, the number has far exceeded one million.

** Storyweaver’s Readalong are multilingual audio-visual storybooks.

5 July 2020

Social media and content

The most successful organizations see the entire map of functional links to understand the context within which each decision is made. They don’t look elsewhere for answers, but find their own. This is a fundamental principle of strategy. Strategic success doesn’t just benefit from being different from others. It requires it. If you aren’t different in business, you’ll die. 

The Content Trap by Bharat Anand

 

*****

For a while now it has been said that content is the oil of twenty-first century. Many are under the ( false) assumption that being visible on various social media platforms will make their businesses/initiatives flourish.  Well it is not true. Many assume ( again false) that strategising and using digital tools is easily achieved whereas it is equally if not tougher than working in the real world. The Internet gives the false impression that because it is digital, work is invisibilised and there is little tangible result. The truth is the parallel world which exists in cyberspace is a complicated and intricate web of connections. Even after making allowances for the existence of bots and other automated tools on the web the fact is a legitimate user is easily profiled and they are rapidly perceived as influencers.

Recently published books by Bharat Anand’s The Content Trap , Venkat Venkatraman’s The Digital Matrix , Lindsay Herbert’s Digital Transformation and a slightly older but seminal theory, “Online Gravity“, proposed by Paul X. McCarthy ( 2015) in his book of the same name are powerful for the way in which they understand and lay bare the “rules” governing online digital strategies.

First and foremost fact that comes through in analysis of the digital space is that it is constantly evolving. Having said that the digital medium can be a powerful tool to use, to amplify one’s work/business, if done methodically and strategically. Blasting information out into cyberspace is ineffective. The idea is to remain original and fresh in one’s approach at making information available and by extension the business one is engaged in while retaining a distinct identity and being aware of the diffrentiation factor between you and your competititors. It is imperative to have a network of connections that inevitably help in disseminating information further. At the same time be clear that you know your business thoroughly, the economics that govern it and who is your target audience/customer. It is only then that the digital space will benefit you. All the while remembering that it is still a hybrid market which means there are fixed costs that need to be taken into account; so it would be wise to know your customer. Otherwise wading into cyberspace, offloading content about your work, assuming it will transform one’s business will be nothing short of a trap.

Despite the existence of these conveniences, digital tools remain just that — tools! Unless you curate your content regularly; adopt new strategies, adapt them for your requirement and help transform your business; always remember that the real and digital worlds co-exist parallelly but also to a large degree mirror each other. The human brain discerns plenty even though we may not like to give it its due credit. So despite all its sophistication the digital world is an ecosystem where users  exhibit a herd mentality by trusting influencers and amplifying the content by disseminating the information through their networks. The digital matrix mantra is : Product + service +platform + solution. The seven laws of online gravity reiterate this while stressing the significance of it being “naturally global”, applicable to “intangible goods” whilst embracing the “big winners” and analysing “data”.

The assumption that digital is disruptive happens while discussing examples such as collapse of Blockbuster by Netflix and its recommendation algorithms, the launch of Amazon’s Kindle and ebook pricing in USA, the success of musical streaming subscription service – Spotify and turnaround of the fortunes of print-media firm Schibsted,Oslo. The truth is the two parallel universes of reality and digital are not mutually exclusive instead are in a symbiotic relationship. Hence it is crucial to collaborate / develop partnerships / expand and strengthen networks digitally and in real life too as this helps in overcoming the proficiency gap that may occur in businesses which are trying to scale up or innovate.

These bunch of books are truly stupendous publications of 2017 and need to be read over and over again, shared and ideas discussed for begetting more innovations.

11 October 2017 

 

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