Publisher’s indulgence9

Press, 15 July 1980, Page 6

Publisher’s indulgence 9

No - one in New Zealand i publishing can feel smug about their future, says Paul| Bradwell, ‘the recently appointed managing director of A.H. and A.W. Reed, Ltd., New Zealand’s biggest publishing house, who is quick to point out the problems facing the industry. “Not many realise that the author’s royalty is twice the i publisher’s net profit on sellout,” he said. “We’re not goin to break even until we have, sold 80 per cent of an edition.”

Mr Bradwell was in Christchurch to “look over” the company’s Mowbray, Street office. He said the industry also had to cope with the strengthening of the pound, the recession in the United States, and inflation which had had a “fearful” effect. Not to mention the rocketing prices of paper and ink. - ? . “It’s a very-testing time and only those who have ‘got

it ‘ right’ will survive.” he said. “I believe that it is quality and integrity that matter in the long run.” At the same time, publishers were in business to make money, and that meant selling books. The company’s aim was to increase “print runs” as much as possible. The more books that were printed the less each copy would cost, and the better chance the company had to survive. Reed’s now had a man specifically employed to sell books internationally, to cover the main events of the book world, such as at Germany’s Frankfurt book fair each October. ' Paul Bradwell began as a journalist, in Auckland, than went to Britain, where he became news editor on the Manchester “Evening News,”

He was invited to join a “Readers Digest” publication called “Drive,” which quickly became a consumer oriented, venture. After seven years

Mr Paul Bradwell was appointed editor. One of his coups was exposing “built-in obsolescence” in the car industry, showing that in some areas weaknesses were being built in to vehicles.

When the Automobile Association took control of the magazine he felt that it became too regimented and unimaginative. He went into book publishing as executive director of Mitchell Beazley.

Two years ago he returned to New Zealand and became director of special projects. Now, he is managing director and full of enthusiasm. The future for the company he believes -is in promoting international markets and getting bigger print runs.

This year’s highlight was a definitive study of New Zealand native trees compiled by Professor’: John Salmon. The photographs for the book were, taken over 15 years and

included every species of native tree covering many aspects of growth and season. A limited edition would soon be offered for $550, followed bv a standard edition at $75.

i The book reflects the necesisary trends for Mr Bradwell ■ — high quality and an overseas potential. Although publishing was a high-risk business, Paul Bardwell said there was room, for the many small concerns doing worthy publishing. “I mean the small editions in sizes we could never contemplate.” i Even so, he does allow himj self “one indulgence, one risk, lone conscious loss a year.” :Such small, quality editions i are part of the other Paul ? Bradwell — the one who once Travelled around Europe on la motor-cycle, stopping i briefly in Switzerland to (study art and philosophy^— Sand are not to be identified, i “It would be a bit down-putt-ling to the authors,” he said.,