SAWALI Volume 3 Issue 1

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Making business sense out of GenNext portrait

A new generation has come of age, shaped by unprecedented revolution in technology and dramatic events both home and abroad. They are the Generation Next, the cohort of young adults who have grown up with personal computers, cell phones and the internet, and are now taking their world where the only constant is rapid change.

Meet Generation Next: They use technology and the internet to connect with people in a new and distinctive way. The “look at me” generation, using Friendster, Facebook, MySpace, & Multiply as platforms for these individuals to post personal profile complete with photos, descriptions of interests and hobbies. Surely, SunMicrosystems is placing its faith in Filipinos who will be the next in line to develop similar concept (PDI Jun 2007).

Though most of their parents are not pleased by what these young adults do, about half of GenNexters have either gotten a tattoo, dyed their hair with untraditional colors, or have body piercing in a place other than their ear lobes. This event makes them viable market for businesses related to body arts and expression.

GenNexters are also more tolerant about traditional social issues such as women’s rights, discrimination and same sex marriage. It will be no wonder if exclusive clubs, businesses catering to special class or minority groups will become a thing in the succeeding years.

But beyond social issues, this generation is less critical about the government regulations. We may already be seeing the pieces of evidence of this survey as witnessed during consecutive staging of failed people power. They prefer to voice out their opinion the ‘on-line way’ refusing to leave the convenience of their homes.

Their heroes are close and familiar. It is either a family member, a teacher, a community leader or a mentor. Roughly they show admiration to a political leader. They show more respect to an entertainer or a sportsman.

GenNexters are comfortable with globalization and new ways of doing work. They favor automation, outsourcing of jobs and migration to other countries.

Asked about their life goals, most GenNexters in their age group say their generation’s top goals are ‘fortune and fame’.

Filipino GenNexters are unanimous in saying that it is mortal sin to become employee in the country. If one wants to step into the career ladder, he has to do it outside of the country. The only way to achieve the goal of becoming rich in the Philippines is to build one’s own business. (S)

Book writing: a way to rekindle the human spirit

I know. I am guilty. For the longest time, I have been constantly pressed by colleagues and relatives (whom I feel comprise mostly of my subscribers’ list) to release the next issue. And I had to admit, this time has been unusually long.

But this edition of SAWALI had to give way to one of the most important part of me, being a writer as well as being an OFW.

Though living in Saudi Arabia for nearly 4 years now, I still find myself adjusting to this strange culture. Yet with all the gruesome, tear-jerking and hair losing (almost) years, I feel I have enough experiences that I can put them in a book. And I did.

Yes! ladies and gentlemen, I have written a book.

It is titled Kapeng Arabo , a collection of stories and day-to-day issues of Pinoys working in Saudi Arabia. Though not all experiences I have narrated are mine, I related them to my own chronological journey to give them structure.

While in the middle of everything, I learned about the scant industry of self-publishing in the Philippines. This multi-million area is still unexplored, since, according to Lirio Sandoval, president of Book Development Association of the Philippines (BDAP), ‘there are still too few readers compared to our population, or that the readers don’t have the capacity to buy.’

But with new publication and genres laden the shelves of bookstores in the country every now and then, many authors and publishers do so for self-satisfaction. A healthy sign of another sector about to unfold.

Others look at book writing simply as impractical. Though it is certainly not for everyone, I am, nevertheless, convinced that it is perhaps one of the higher forms of productivity - and much more.

It enlightens you by making you look deep in your heart and realize how you stand on certain issues. It empowers you by drawing out fears, compassion and understanding as you relive events. It immortalizes you, as the great wisdom of Confucius says.

I am one with those who celebrate digital media as a new and better way to contribute and take part in the so-called “culture” conversation. But the promise of this radiant has not (so far) replaced the great comfort and ineffable pleasure when you sit down with a book and turn its pages. There is no way to compare the feeling of re-assurance that the information books have will always be available and ready to be picked up. Short of saying that “books are here to stay.”

Albert Schweitzer says that in everyone’s life at some time, our inner fire goes out. And that fire is then burst into flame by encounter with another human being. This is one way of ‘rekindling the human spirit’.

And I’d like to think that book writing is all about rekindling that inner fire. By knowing others’ stories, by print or otherwise, we reintroduce color in a world of gray; by letting them know of ours, we reintegrate values in our society replete with principles; and, by putting our heart and mind in every page we write, we replace absence with presence. (S)

Making a niche in the market thru specialty publishing

Any business venture must gain market’s acceptance of its products and services. An important part of this process is building brand awareness, and the key part of gaining market acceptance is differentiating the product or service so the distinctiveness and value of what is being sold is clear to the customer.

Publishing, like any other product or services, has to come up with distinct image to its clients. A publisher of computer books, for instance, needs to come up with up technology-related titles in its shelf. If the same publisher suddenly breaks out into romance or novels, its customers will be confused, and its integrity will be compromised.

Maintaining focus plays a crucial part. While a new trend comes every now and then, specialty publishers has to think on a longer-term basis. Specialty publishing is all about expertise and authority on particular subjects. On a long term, services of specialty publishers will be sought again and again based on established knowledge or skill on a subject matter. Because,whether they believe it or not, no one can not be all too knowing in all subjects.

Self-publishing: an invitation to commitment to our literature, culture, and nation

While there’s a certain stigma that comes with self-publishing - by personally taking on the task and expense of printing, distributing, and promoting, the author invites suspicion - be it mediocrity; hubris; vanity; unexplained, possibly ill-gotten wealth, or all the above - independent publishers are slowly making a mark in the industry.

At the onset of consistent releases of interesting books and publications, with even more diverse ideas traditional publishers can handle, independent publishing busts some myths in the industry.

That Filipinos don’t read
Antonio Hidalgo of Milflores Publishing, begs to differ. In fact, an international survey (run by PDI) shows Filipinos read more books than the Chinese, Koreans, or Indians. The 2003 SWS survey of reading attitudes and preferences indicate Filipinos read books they think they need or want.

That explosion of IT would render the books obsolete.
This is simply false. Book publishing has been growing steadily both locally and globally.

That Filipinos only read romance
Arnel Gabriel of PSICOM started with a computer magazine. As the internet grew as front of information, PSICOM responded by publishing IT news. When that dwindled, it tested the waters by publishing computer books. Figuring that PSICOM should try other genres, and upon observing the rising fad of texting, they put a series of books on text quotes, ring tones, etc. which were all a hit. National Bookstore awarded PSICOM three plaques of recognition for bestselling spots as a result.

While scouting for other ideas, Gabriel attended one bookfair in Singapore. He came across a booth selling ghost stories. Upon coming back, he met his editors, and soon came up with the first True Philippine Ghost stories series which hit pay dirt. The books sold like hotcakes to everyone’s astonishment. “There was even a time when our purchase order was almost 1,000 books a day,” Gabriel recounted.

Since then, PSICOM has been mapping out unchartered territories such as How to Draw Manga series, and their experimental books based on blogs dubbed as “blooks.”

Surviving the obstacle course
Gone are the days when only the elite can afford to read variety of books. Now, even the masses are exerting efforts to read as much because they believe that reading is vital to their success.
Both Hidalgo and Gabriel are unanimous in coming up with the intersection of life between the masses and the intellectuals.

“Writers have much to offer readers, provided that they address the needs and wants of readers and the obstacle of language barrier,” Hidalgo said.

While literary publishing in the Philippines is modest in figures due to limited market for local literary books compared to market of textbooks, references, or even religious books, and though we have yet to hear success stories or tales with happy endings on the matter of self-publishing in Philippine literature - at least as far as the financial apsect is concerned, yet there has never been a lack of such efforts in the history of Philippine literary publishing.

It appears that there have always been individuals or groups who would not be daunted by the risks and challenges of publishing.

“We advocate cultural development by getting our best minds to talk to the masses, and I guarantee the latter will appreciate it,” Hidalgo suggests.

It is this persistence that is perhaps most interesting and rather astounding about self-publishing. The same persistence that invites to wonder less about the egos of the authors than their conviction and commitment to our literature, culture and nation. (S)