UPM-Biofore-Magazine-1-2016-EN

Print proudly holds its ground. The world's largest and most widely publicised book fair is held every October in Frankfurt, Germany.

the Germanmarket is around 90,000 tonnes per year. The cooperation with Salzer Papier opened the door not only to the European book paper markets but also to a whole new kind of operations method. Paper machine 6 in Schongau had previously been used for large orders, but the book business is different: the print runs are often small. “In Germany, the first edition of a book is often only a couple of thousand copies, whichmeans that we only need to use two paper reels,” Mayer says. The first edition is always a hardback. A large share of the books on sale are hardbacks; they are a fairly familiar sight in book shops in Germany. That is not the case in Turkey. People in Turkey read paperbacks Sales Manager Mert Ecer is currently reading a copy of Andre Agassi’s biography Open. Like most of the books printed in Turkey, his copy is a paperback. “It's because of the high prices involved. This forces publishers to publish their books as cheaper paperbacks,” Ecer says. Only high- quality books, such as art or coffee table books, are published as hardbacks. Printed books are valued highly and are very popular in Turkey, a

country that is located both in Asia and in Europe. The number of books published increases year on year. In 2013, more than 42,600 titles were published in Turkey, and in 2014 the volume had already increased to more than 44,600. Ebooks have not been very popular as of yet. “We Turks prefer traditional printed books, because you can flick through them andmake notes in them,” Ecer explains. The future of the printed book seems promising: Turkey’s population of 78 million is young and continuously growing. At the same time, there are more andmore people who know how to read and write. This favourable development has boosted sales of book paper. Of the paper grades offered by Ecer, Turkish publishers favour two grades: UPM Book creamy 2.0 and 1.8. Both of these are uncoated natural white papers. Mert Ecer has successfully promoted the sale of UPMBook creamy in the book paper market. The total sales volume in Turkey is 25,000 tonnes per year. His efforts have been noted, and he was selected as UPM’s Europe Paper Sales Business Hunter of the Year in spring 2015. The nomination came as a total surprise to him. A salesperson at

New German editions of Stieg Larsson's Millennium trilogy have recently been printed on UPM Book creamy paper.

heart, he was naturally pleased with the title, but he refuses to take all the credit for the success. “It was the entire team at UPM’s Turkish sales office that did it. I’m very happy and proud to be part of the team,” Ecer says. Success breeds success, and this is also true in the world of books. David Lagercrantz continued to narrate the lives of Mikael Blomkvist and Lisbeth Salander so credibly that his Swedish publisher has already announced that he will write at least two more sequels. It is not likely that the good news will end here, since hardbacks are always followed by paperback editions. It is also likely that the novels will be printed on paper manufactured at UPMSchongau.

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