“Business models need to change in order to keep up with the market.” Marifé Boix Garcia, Vice President Business Development, Frankfurter Buchmesse

Welcome back to EMMA! On a regularly basis we will publish interviews with the members of EMMA´s international project team to introduce the creative minds behind the project.
Today‘s interview is with Marifé Boix Garcia, Vice President Business Development at the Frankfurter Buchmesse. 

Marifé, please tell me something about yourself and your work at the Frankfurter Buchmesse.

 Marifé Boix Garcia: I am Vice President Business Development for Southern Europe and Latin America at the Frankfurter Buchmesse and part of the fair’s management team. Every year, we organise the biggest publishing event worldwide. On the one hand, I am responsible for our stakeholders – institutions, exhibitors and visitors of the Frankfurter Buchmesse – coming from the regions of Southern Europe and Latin America. On the other hand, I organise networking events such as publishers’ trips and conferences in  Latin America.
We also recently opened up a company in Brazil, which is introducing a database for metadata of all Brazilian books in print  (metabooks.com). Furthermore, I am involved in several of our international projects, such as the Invitation Programme of the Frankfurter Buchmesse, the Frankfurt Fellowship Programme, and of course EMMA. 

What makes EMMA so interesting and relevant to the publishing business? 
Marifé Boix Garcia:  The publishing business consists of a few big publishing groups and  of many smaller publishers that need to call attention to themselves to position themselves, their books and products.  Social media is becoming more and more important as a marketing tool since the direct contact with the reader is the best way to sell more books. The EMMA tool aims to help small and medium-sized companies to compete with the bigger ones. Communication departments are often small in size and have a large workload. A tool like EMMA helps saving time. This is a really big deal, since people can dedicate this time to other tasks. 

How significant is digital innovation for your line of business?
 Marifé Boix Garcia: 
For the fair and the publishing industry digital innovation is very important. We are content producers; books are no longer the only medium for content: We have new technologies, online platforms, apps, new narrative approaches, and so on. The Frankfurter Buchmesse is the place to showcase new developments and trends such as, virtual reality, augmented reality, new databases and ways of using metadata, data-driven publishing, content purchasing in small amounts – to name some.
Recently, I organised an event in Mexico (www.contec-frankfurt.com), which focusses on innovation. Like at other events organised by  the Frankfurter Buchmesse, our aim is to create spaces for discussing challenges and opportunities in the content industry. Through the digitization of many processes, and the creation of new formats, business models need to change in order to keep up with the market. This is of interest for all players of the publishing industry – as well as for the creative industries. 

Thank you very much, Marifé! 

Meet EMMA at the Frankfurter Buchmesse (11-15 Oktober 2017): 
Hot Spot Innovation, Hall 6.2, Stand D65 

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