Lu Magalhães, president of Primavera Editorial and partner of PublishNews: “Books were and continue to be fundamental”

Primavera Editorial

Lu Magalhães is president of Primavera Editorial, partner of PublishNews and #coisadelivreiro. Graduated in Mathematics from the Pontifical Catholic University of São Paulo (PUC-SP), holds a master's degree in Business Administration (MBA) from the University of São Paulo (USP) and a specialization in Organizational Development from the Wharton School (University of Pennsylvania, United States). The executive has worked in the national and international publishing market for over 20 years. PublishNews is a portal specialized in news and information about the book industry. It was created on July 20, 2001 by the editor and consultant Carlo Carrenho. PublishNews publishes the most complete bestseller list and its rating is considered by the publishers to be the most reliable in the country, being a reference for Brazilian booksellers. The site has a free daily newsletter that already has more than 13 thousand subscribers. Since January 2013, PublishNews' editor-in-chief is journalist and playwright Leonardo Neto. “The publishing market was greatly impacted at the beginning of the pandemic, mainly due to the closing of physical bookstores. Today, many bookstores are convivial environments and that everyone felt. In parallel, digital books (eBook and audio books) were the protagonists of this pandemic. I believe that people, even the most skeptical ones, were conquered by digital books ”, says the businesswoman.

Many say that working with books is an almost missionary mission. Do you believe this to be a fact?

I am proud to work with books in Brazil. For every conquered reader, I feel that I am a citizen (a) that I help to become more aware of their role in the country. I don't believe it is a mission; I argue that it is an active citizenship stance; the work of a professional who combines purpose and social responsibility with her career.

You started your career in mathematics. When did books take on a fundamental role in your life?

Improving knowledge is what moves me. Books were and continue to be fundamental to this achievement. Books have always been part of my life; my family is a family that reads all the time. So, this presence has always been constant in my life, since childhood.

What do you consider to be essential when working in this market?

Dedication to readers. Know what they like and what they need for their development. In other words, the book is more than a product; it is the construction of citizenship, of the individual's active thinking. So, to work in this market it is necessary to understand this essential role of the book in the construction of a new society.

How has the book market gone through this pandemic?

The publishing market was strongly impacted at the beginning of the pandemic, mainly due to the closing of physical bookstores. Today, many bookstores are convivial environments and that everyone felt. In parallel, digital books (eBook and audiobooks) were the protagonists of this pandemic. I believe that people, even the most skeptical, have been won over by digital books.

What paths do you see for your post-Covid market?

I think the editorial market relevant content will be further consolidated. The thirst for knowledge is even greater. I believe that the fright with the paralysis of the world was enormous and we can no longer be unaware of the new technologies.

Has the reader's behavior changed over time?

Completely. Today, readers look for their own specific content. Readers no longer care about the medium in which they read, but what they read.

How does the reader deal with what their companies offer, in this case PublishNews and Primavera Editorial?

At companies are quite different, but in both, readers are very critical and engaged with the Brazilian scene.

At what points can the Federal Government's Tax Reform harm the book market?

The big impact will be on the book's cover price. I am not against taxes for the publishing market, I just think that we are a country that reads little and that a government policy to encourage reading is paramount.

What are the biggest impacts that this Reform will bring to the market and especially to readers?

The big impact will be on the book's cover price.

Would that be a big setback in your vision?

I don't see it as a setback; I see it as inappropriate when we want more engaged and aware citizens.

Can this situation be reversed?

Yes. With the commitment of the whole society - including governments - to education and culture. This promotion goes through a whole public policy that guarantees access to books and culture (theater, cinema, concerts, shows, lectures, etc.), especially for people in situations of social and economic risk.

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