{"id":16407,"date":"2024-07-29T10:02:34","date_gmt":"2024-07-29T10:02:34","guid":{"rendered":"https:\/\/penbelarus.org\/?p=16407"},"modified":"2025-07-17T13:27:11","modified_gmt":"2025-07-17T13:27:11","slug":"andrej-yanushkevich-praklyaczcze-yakoe-perasledavala-nas-i-u-belarusi-praczyagvae-dzejnichacz","status":"publish","type":"post","link":"https:\/\/penbelarus.org\/en\/2024\/07\/29\/andrej-yanushkevich-praklyaczcze-yakoe-perasledavala-nas-i-u-belarusi-praczyagvae-dzejnichacz.html","title":{"rendered":"Andrej Janushkevich: \u201cThe curse that haunted us in Belarus is still at work\u201d"},"content":{"rendered":"\n

\u201cLike any capital, reader attention must be constantly nurtured\u201d<\/h3>\n

The success of a book depends, first and foremost, on the author. If the text is good, it will \u2014 sooner or later \u2014 find its reader. A publisher is just a mediator in that process.<\/p>\n

That said, there are nuances. We\u2019ve been in the book market for years. The Janushkevich<\/em> brand is now well recognized among Belarusian audiences. That makes it easier for us to circulate information about new releases and bestsellers. Reader attention is incredibly valuable \u2014 but it\u2019s also fragile. It vanishes fast if a publisher stops releasing strong books.<\/p>\n

\n

Your recent reader meetups across Poland, the Baltics, and the Czech Republic \u2014 and the immediate success of Captain Flying Fish<\/em> by Alhierd Bacharevi\u010d \u2014 what does that tell us?<\/h3>\n

This is a case where name recognition works. Every new book by Bacharevi\u010d becomes an event. He writes actively, consistently, and with quality. His latest \u2014 an adventurous summer novel \u2014 is easy to read yet full of meaning. It\u2019s a perfect example of how reputation can carry a book far.<\/p>\n

But it\u2019s a different story for debut authors or those who haven\u2019t been widely promoted. In their case, success depends entirely on the quality of the writing and the precision of the publishing work.<\/p>\n

\n

From the outside, it seems like well-calculated advertising would help debutants a lot.<\/h3>\n

I disagree with the idea that all you need is a smart marketing budget and any book will sell.<\/p>\n

Books are products, yes \u2014 but highly specific ones. Each new title has its own subject, style, tone, and genre. That makes it a very individualized offering. Which means it\u2019s incredibly hard to accurately predict its chances of success or failure. It\u2019s a complex, often mysterious process.<\/p>\n

\n

Belarus\u2019s book field is slowly being resown<\/h3>\n

I remember how you used to recommend Remarque or Hemingway to hesitant buyers, saying: \u201cThese books speak to our time \u2014 through the lens of the past.\u201d<\/em> It was like hearing not just a publisher, but a historian with political empathy. Was it a risk to launch your Polish venture with such literary classics?<\/p>\n

The Black Obelisk<\/em>, The Sun Also Rises<\/em>\u2026<\/p>\n

The literature of the \u201clost generation\u201d actually performed well in our early Polish days. I was very happy with the sales. Pocket-sized editions, affordable prices\u2026<\/p>\n

But just a year and a half ago, the Belarusian book landscape was nearly barren. The crisis in publishing had taken its toll. Some books still came out, but sporadically. That started to change around 2023. Every new release became a noteworthy event. And now it\u2019s different again \u2014 the situation has improved. More publishers abroad are up and running. Readers finally have some<\/em> choice.<\/p>\n

We saw this at the Warsaw Book Fair in May. Belarusian publishers had a great stand in a prime location. Every press had space to display their books however they wanted. But the feverish energy of last year was gone. This time \u2014 it was just a regular event.<\/p>\n

\n

Popularity is built on branded books \u2014 but even they come with challenges<\/h3>\n

So what\u2019s next? Does the literary and publishing process need to go deeper?<\/p>\n

Absolutely. You can\u2019t rely solely on strong titles or big names. Even books that seem like sure hits can underperform in unexpected ways. A truly healthy literary ecosystem \u2014 especially for a culture in exile \u2014 has to grow roots. It must invest in infrastructure, nurture debuts, support translations, diversify genres, and most of all, stay close to its readers.<\/p>\n

It\u2019s slow work, but it\u2019s already happening. The Belarusian book field \u2014 exiled but not broken \u2014 is being planted again. And that means there\u2019s real hope.<\/p>\n

\"\"<\/p>\n

\u201cNew time \u2014 new challenges\u201d<\/h3>\n

You can no longer coast on the momentum of 2020. Whoever doesn\u2019t see this and continues to live in the inertia of the post-protest reading boom will either sink or stagnate. It\u2019s critical to recognize that new times demand new responses.<\/strong><\/p>\n

No matter our ambitions or dedication, publishing new books purely<\/em> from sales revenue is an illusion. The economics simply don\u2019t allow for it. If turnover is slow, then the same old curse we faced in Belarus continues here: limited resources force you to keep hitting the brakes<\/strong>. You constantly have to restrain your creative drive.<\/p>\n

For example, I promised Hanna Yankuta to release the next Cat Shprot<\/em> book back in February. But we couldn\u2019t make it happen, even though both the author and her young readers have long been waiting. We\u2019re only now sending it to print (this interview took place in June 2024 \u2014 A.R.).<\/p>\n

\n

\u201cPopularity is tied to branded books \u2014 but even those are struggling\u201d<\/h3>\n

What are the biggest problems?<\/p>\n

We lack advertising budgets. There\u2019s no sustained collaboration with the media. Not a single media outlet has a consistent book review column.<\/p>\n

In Germany and Poland, by contrast, this is a matter of pride \u2014 a marker of cultural prestige. Literary reviewers are fully integrated into the publishing and media landscape. No serious European publication can function without book criticism. In our case, not only are we not at that level \u2014 we\u2019re not even seeing returns that would justify investing in it.<\/strong><\/p>\n

That\u2019s why this year\u2019s top-selling books are classics \u2014 titles readers already know and trust.<\/strong><\/p>\n

At the top of the rankings are global bestsellers: Andrzej Sapkowski\u2019s \u201cThe Witcher\u201d<\/strong> series, and J.R.R. Tolkien\u2019s \u201cThe Lord of the Rings.\u201d<\/strong> But remarkably, third place went to a book about the history of the white-red-white flag<\/strong> \u2014 a clear response to a collective demand for national identity and historical self-understanding.<\/p>\n

\n

\u201cOur readers aren\u2019t just in Poland \u2014 they\u2019re all across Europe\u201d<\/h3>\n

Thanks to modern logistics and shipping, our books are available far beyond Warsaw or Vilnius. We serve readers throughout Europe \u2014 and beyond.<\/p>\n

\n

And what are readers finding? Do you offer real choice \u2014 or is it like the empty shelves of Soviet stores?<\/h3>\n

There is<\/em> choice \u2014 and real reasons to be optimistic.<\/p>\n

We\u2019re moving away from a crisis model of scarcity. The Belarusian publishing ecosystem in exile is still small, still fragile \u2014 but it exists. Books are being printed. New voices are emerging. And our most loyal readers know what they\u2019re looking for: something meaningful, something rooted in shared language and experience.<\/p>\n

But here\u2019s the challenge: this isn\u2019t a game of momentum anymore.<\/strong> It\u2019s not enough to have survived the storm of 2020. What matters now is consistency, resilience \u2014 and the ability to keep delivering stories that speak directly to people\u2019s lives today<\/em>.<\/p>\n

\"\"<\/p>\n

\u201cTwenty books a year \u2014 though we have fifty in mind\u201d<\/h3>\n

We currently release about twenty titles annually<\/strong>. But our portfolio easily holds ideas for fifty<\/strong>. The only reason we don\u2019t realize more is simple: lack of resources<\/strong>.<\/p>\n

In fact, to stay financially stable, we may need to scale back even further<\/strong>.<\/p>\n

\n

What\u2019s your average print run?<\/h3>\n

Roughly 1,000 copies per title<\/strong>. That\u2019s the sweet spot \u2014 the most cost-efficient print size per unit.<\/p>\n

\n

You now print your books in Poland. What advantages does that bring?<\/h3>\n

Several. First \u2014 high quality<\/strong>. Then, a wide choice of printing houses<\/strong>, thanks to strong market competition. There\u2019s a broad variety of materials and finishing options. And most importantly \u2014 affordable pricing<\/strong>. This is all far superior to what we had access to in Belarus.<\/p>\n

\n

Are you satisfied with Poland\u2019s book distribution system?<\/h3>\n

Absolutely. It\u2019s easy to set up your own online store<\/strong>, and you can connect to popular platforms like Allegro<\/strong> \u2014 which we did from the beginning.<\/p>\n

\n

Allegro works for European customers. But what about orders from the U.S. or Australia?<\/h3>\n

For those, we rely on our own website<\/strong>. But honestly, it\u2019s less convenient. Shipping to the U.S. \u2014 and to Belarus, for that matter \u2014 can take six to eight weeks<\/strong>. And postage is prohibitively expensive<\/strong>.<\/p>\n

\n

This year, you launched a physical bookstore in Warsaw \u2014 which has quickly become the main hub for Belarusian books outside the country. Are you proud?<\/h3>\n

Yes, very much so.<\/p>\n

Opening our stationary bookstore in Warsaw<\/strong> was a huge step \u2014 and it\u2019s become a real cultural center for Belarusian readers in exile<\/strong>. It\u2019s not just a shop, it\u2019s a place where people meet, connect, and discover new literature in their native language.<\/p>\n

It\u2019s one of our proudest accomplishments in recent years \u2014 and a vital part of keeping Belarusian culture alive abroad.<\/p>\n

\"\"<\/p>\n

\u201cKniha\u016dka exists because readers need it\u201d<\/strong><\/h3>\n

Yes, Kniha\u016dka<\/em> \u2014 our bookstore \u2014 is, above all, a response to public demand<\/strong>.<\/p>\n

We opened it on our 10th anniversary<\/strong>, in Warsaw, at 4 K\u0142opotowskiego Street<\/strong>.<\/p>\n

\n

Is it exclusively Janushkevich<\/em> publications?<\/h3>\n

No, we sell new releases from all Belarusian publishers<\/strong> working in exile. If you want a recent book in Belarusian \u2014 you\u2019ll find it here. I constantly see new faces in the store, and that\u2019s a great sign of growing visibility.<\/p>\n

\n

If someone walks in tomorrow, how many books will they see on the shelves?<\/h3>\n

About 150\u2013200 titles<\/strong>.<\/p>\n

\n

And your average sale?<\/h3>\n

Most customers spend around 100\u2013120 z\u0142oty<\/strong>, meaning at least two or three books per visit<\/strong>.<\/p>\n

\n

Can you share the store\u2019s turnover?<\/h3>\n

Sure \u2014 our monthly turnover currently averages 25\u201330,000 z\u0142oty<\/strong>.<\/p>\n

\n

You\u2019ve emphasized knowing your audience. So who\u2019s buying your books?<\/h3>\n

For online sales<\/strong>, outside of Warsaw, our most active cities are Wroc\u0142aw, Gda\u0144sk, Krak\u00f3w, and Bia\u0142ystok<\/strong>. In terms of countries \u2014 clearly Germany<\/strong> and Lithuania<\/strong> top the list.<\/p>\n

\n

That kind of geography pushes you toward new sales tech?<\/h3>\n

Yes. We have our own online bookstore<\/strong>, sell through marketplaces<\/strong>, and partner with trusted allies<\/strong>. You\u2019ll find our titles on the Gutenberg<\/strong> publishing site and at the Hartaika<\/strong> bookstore in Vilnius.<\/p>\n

\n

\u201cWe don\u2019t look back to 1913 \u2014 we took Amazon and started looking ahead\u201d<\/h3>\n

I\u2019m proud of another 2024 milestone: in April, we launched on Amazon<\/strong>.<\/p>\n

It\u2019s incredibly complex \u2014 designed for big business. There are commissions, subscription fees, endless fine print to access Amazon\u2019s best tools. Thousands of tiny steps and technical hurdles.<\/strong><\/p>\n

We spent weeks negotiating just to clarify our ISBN \u2014 Who are you? What\u2019s your language?<\/em> Their support team and ours nearly drove each other mad, but we got there. Now, Janushkevich<\/em> is officially a verified and trusted Amazon partner<\/strong>. They even sent us a fridge as a welcome gift!<\/p>\n

\n

What are the advantages of selling through Amazon?<\/h3>\n
    \n
  • \n

    Transparent ordering system<\/strong><\/p>\n<\/li>\n

  • \n

    Fast shipping<\/strong> with high-quality packaging<\/p>\n<\/li>\n

  • \n

    Reliable distribution<\/strong>: unlike Allegro, which lets you handle delivery yourself, Amazon works better when you use their warehouses across Europe<\/strong>.<\/p>\n<\/li>\n<\/ul>\n

    We\u2019ve already sent several pallets<\/strong> \u2014 about 1.5 tons of books<\/strong> \u2014 to Amazon fulfillment centers.<\/p>\n

    Yes, it\u2019s a lot of effort, but it pays off. Everyone in the West knows Amazon<\/strong>.<\/p>\n

    Now, our Amazon storefronts operate in nine European countries<\/strong>, as well as the US, Canada, and Mexico<\/strong>. If someone in Paris, M\u00e1laga, Palermo, or London<\/strong> orders a book, it\u2019ll ship from our closest warehouse \u2014 usually in Germany<\/strong>. Order today, get it the day after tomorrow<\/strong>!<\/p>\n

    \n

    That\u2019s speed and convenience. What about shipping costs?<\/h3>\n

    Surprisingly low \u2014 just a few euros per delivery<\/strong>, and we\u2019re working to make it completely free<\/strong> in the future. That\u2019s a win-win. No wonder sales are rising visibly in Germany, France, and Spain<\/strong>.<\/p>\n

    \n

    But not in Sweden or Poland?<\/h3>\n

    True. Swedish and Polish audiences are less fond of Amazon<\/strong>.<\/p>\n

    \n

    How will you respond to that?<\/h3>\n

    By adapting flexibly<\/strong>. Amazon is just one tool \u2014 and not the only one. We\u2019ll continue using local platforms<\/strong>, partner stores, direct sales, and in-person events<\/strong>. The point is: Belarusian books should be where Belarusians are. And today, that means being everywhere \u2014 physically and digitally<\/strong>.<\/p>\n

    Our mission hasn\u2019t changed: to ensure Belarusian literature is alive, visible, and accessible \u2014 across borders and generations<\/strong>.<\/p>\n

    \"\"<\/p>\n

    This final question isn\u2019t just about future plans \u2014 it touches on the very strategy<\/strong> of the Janushkevich<\/em> publishing house.<\/p>\n

    And my answer is this: despite all the challenges, big and small, our readership is expanding<\/strong>. More and more people are reading in Belarusian. That\u2019s deeply encouraging \u2014 but also a responsibility<\/strong>. We try to respond to the needs of our time<\/strong> and the expectations of our readers.<\/p>\n

    \n

    \u201cOur top priority is expanding our publishing catalog\u201d<\/h3>\n

    We see our core task as releasing more books<\/strong>.<\/p>\n

    Without a steady flow of new titles, it\u2019s impossible to build a healthy literary market. But I\u2019ll say it again: it\u2019s still too early to claim we\u2019re publishing enough Belarusian books<\/strong>. If we\u2019re proud of where we are now, it\u2019s only in comparison to 1913<\/strong>\u2026<\/p>\n

    And even that \u2014 let\u2019s be honest \u2014 would be self-deception<\/strong>.<\/p>\n

    We\u2019re not interested in illusions.<\/p>\n

    We\u2019re committed to the work.
    We keep going \u2014 and we look forward.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    \u201cLike any capital, reader attention must be constantly nurtured\u201d The success of a book depends, first and foremost, on the author. If the text is good, it will \u2014 sooner or later \u2014 find its reader. A publisher is just a mediator in that process. That said, there are nuances. We\u2019ve been in the book<\/p>\n","protected":false},"author":64,"featured_media":16408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4092],"tags":[],"class_list":["post-16407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-friends"],"_links":{"self":[{"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/posts\/16407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/comments?post=16407"}],"version-history":[{"count":6,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/posts\/16407\/revisions"}],"predecessor-version":[{"id":19866,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/posts\/16407\/revisions\/19866"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/media\/16408"}],"wp:attachment":[{"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/media?parent=16407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/categories?post=16407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/penbelarus.org\/en\/wp-json\/wp\/v2\/tags?post=16407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}