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Olivier Cadic and Cinebook The 9th Art –An Ever Growing Success!

In 2005,Olivier Cadic set up Cinebook The 9th Art and published 8
comic albums in that first year.  Readers of CBOs initial interview
with Olivier will recall that he had a plan set out for each year
and this has resulted in an ever increasing expansion so that 2009
sees 38 new titles –covering all age groups.
For some like myself,who for years pushed to get Franco-Belgian
books published in English this is vindication that there is a
market for these books.
The fly in the ointment has been that Diamond Distributors dropped
Cinebook from its Previews catalogue..and never even told Olivier who
found out by accident.

Time,I think,to ask the Gallic Wizard of UK publishing a few questions.

Terry:Olivier,I have to say that,judging by the people coming to the Cinebook
table at this year’s Comic Expo [despite it being reduced in size this year],
there is a lot of interest in your books!My first question has to be how you
choose a series –what are the criteria?
Olivier: At first we were thinking in terms of comics for children. Then,
from 2008 on, we decided also to publish teen and adult best-sellers. We
try to have as wide a selection as possible by balancing male and female
protagonists. We take care that the series cover a global market by having
heroes from all continents. It’s an eclectic choice designed to provide
exposure to all the genres found in European comics.
Terry:I have to admit that I was dumb-struck by your table[s] this year!
I’ve seen the catalogue but it never prepared me for the actual sight of
so many books –I felt like a kid in a sweet shop:so much to look at and
buy and I know this seemed to be how a good few of those visiting your
tables felt.
You also like to talk to those who buy or look at the Cinebook albums and
I wondered whether their input,or that of customers who write to you,helps
in deciding which books might be next?
Olivier: Definitely. We receive a great many emails suggesting new series,
and readers contribute to our decision-making process. In an expo like
Bristol’s, there is a lot of dialogue with visitors. I have confidence in
them and their requests. My decision to start publishing “Spirou,” for
example, comes from the recommendation of a visitor in Bristol in 2008. For
Cinebook, choosing a series of books to publish is a real puzzle. There are
over 4,000 new titles coming out every year on the continent.

Terry:In 2005 Cinebook had eight titles and you’ve built that up in stages
so that,for 2009,there will be 38 [?] new titles?  How many titles has Cinebook
published in total?
Olivier: In September 2009, we will celebrate the 100th book published by
Cinebook. As it turns out, there will be only 37 titles published in 2009.
The lawyers managing the rights to Biggles could not come to an agreement
with the French publisher Le Lombard. Therefore, we can no longer publish
the adaptations of Biggles.
Terry:The Bristol Expo display was so mind-boggling that I think I forgot
to ask how many tables you needed this year?
Olivier: Four tables. That’s double what we had in 2008! We also put up a
‘spinner’ to make it easier for visitors to have a good view of our collection.

Terry:The Expo is back to normal size next year and I wondered whether this
year’s had been profitable enough to encourage Cinebook back again in 2010?

Olivier: Absolutely. We sold one book every three minutes over two days. Our
hope is that Bristol Expo also starts attracting a younger public that would
look at our children’s catalogue.
Terry:And more tables or will you base things on this year’s display?

Olivier: We shall see what the organisers’ strategy is. But it will be at
least as many tables as in 2009. You shouldn’t forget that we will have to
put over 130 books on display.

Terry:Out of curiousity which were your best selling titles this year –I
know Green Manor sold out,which does not surprise me!
Olivier: Yes, it’s quite a surprise to us. All our copies of “Green Manor”
always sell out on the very first day. But this year, “Thorgal” outsold every
other series by a long shot. I saw a customer in 2008 who was dragging his heels,
waiting to see if we’d do the entire series. He bought all five books this year.
He said, “I’m not waiting any longer.” In two years we’ve published five double
issues of “Thorgal,” or in other words, one third of what’s already been
published in French. Here are the top 10 of our sales at Bristol. What surprised
us most was that “Lucky Luke” isn’t even in there, when it is well ahead of
“Blake & Mortimer” in our overall sales. Which goes to show, the public at a
show like Bristol is unique. 
                                          Writer                               Artist
1 Thorgal                         Van Hamme                      Rosinski
2 Blake & Mortimer       EP Jacobs or Van Hamme EP Jacobs or Benoit
3 Largo Winch                Van Hamme                      Francq
4 Green Manor               Vehlmann                          Bodart
5 Alpha                            Renard or Mythic             Jigounov
6 Aldebaran                    Leo                                     Leo
7 The Scorpion               Desberg                             Marini
8 Yoko Tsuno                 Leloup                                Leloup
9 Iznogoud                     Goscinny                            Tabary
10 Lady S                       Van Hamme                      Aymond
Terry:the figures breakdown to show that ,for 2008,some 46% of sales
were in Europe and 31% in North America -now 31% in a market dominated
by super heroes is a great success.  But the South Sea Islands
[10% sales],Asia [10% sales] and Africa and the Middle East [3% sales]
are also a good base to build on. I know that the Indian market is
strong,and I hope growing judging by sites such as Rafiq Raja’s “Comicology”.

Of course,European albums for older readers do contain scenes that might
not be suitable in,say,the United Arab Emirates or India –how much
consideration does this take on your part as the publisher?
Olivier: In any Hollywood movie made for a general audience, you won’t
see any scenes with actors appearing naked, unlike French cinema. Cinebook
wants to make European comics available to a wide audience worldwide. Some
of the original French versions couldn’t be sold in India, the Middle East
or Indonesia. In the USA, they’d be in a very different market, more
discreetly placed. European authors are OK with this. They do like movie
directors–a different version for each market.
Terry:Facts and figures are all good but,personally,are you happy with how
Cinebook has taken off and grown –the future looking good?
Olivier: Cinebook’s growth is very encouraging. We know that no publisher
in the past has managed to specialise in the translation to English of
European comics. It’s a long-term challenge. It’s also a just reward for
all those artists who met with great success but were unknown in English.
By the end of 2009, we will have published 20 “Lucky Luke,” which is about
twice as many as have been done in English in 50 years. Cinebook has already
made history by publishing 100 books in three years. Every one of the fans of
European comics supporting us is writing this history alongside us.

Terry:Now,I’ve raged somewhat at the fact that Diamond Distributors have
dropped quite a few Independent publishers but I was incensed to hear that
Cinebook had been dropped –and that you were not even told!  Can you tell
us how you found out about Diamond’s decision?
Olivier: We found out that piece of information by reading the blog of
one of our readers. Surprised, we asked Diamond, who confirmed. We were
startled, because we’d increased our sales with Diamond US by over 100%
in 2008. Even though I regret the way this happened, I keep a very positive
outlook on Diamond. When Cinebook started, they made our titles known right
away. I never forget someone who helped me.
Terry:I’m assuming that your orders were good so what reason did Diamond give
for their decision?
Olivier: This is the answer we received from Diamond :

“We have always supported Cinebook’s place in the Comic Book Industry.
Cinebook has set itself apart in bringing the best European comics to
a global marketplace. Sadly, due to the economic downturn we are facing
in the United States, we are unable to bring your titles to our customers
in a cost effective manner.”
Diamond chose to focus on a limited number of publishers to deal with the
economic situation. That’s life! Cinebook had anticipated such a possibility
by creating a worldwide network of local distributors.
Terry:But can Cinebook fans in the US and Canada still get your books?
Olivier: Our distributor in North America is National Book Network

(Phone: 1-800-462-6420,
email: custserv@nbnbooks.com,
Website: www.nbnbooks.com
Terry:Now I know what I’d say to Diamond but,thankfully,you are far calmer
than me!   If Diamond decided in the future that it wanted to add Cinebook
to Previews again and contacted you what would your reaction be?

Olivier:Our ambition is to offer Europe a new publisher of 9th Art in English
over a global market. Only the readers can make that ambition come true. If
Diamond’s situation improves and they change their mind regarding Cinebook,
deciding once more to contribute to the emergence of European comics in the
world, we’d be delighted. Similarly, if the economic situation were to worsen
and Diamond were to one day need Cinebook, we’d try to help them in memory of
our beginnings.

Terry:At least North American fans won’t suffer in the meantime.  But looking
ahead to 2010,I’ve had a few emails at CBO asking if there is any chance you’ll
be publishing Van Hamme’s “Wayne Shelton” or even “XIII” ?
Olivier: These are two excellent series! Your contacts and my own tastes are
kindred spirits. “Wayne Shelton” is among our favorite; there remains to decide
on the publishing program. As for “XIII,” we dream of it.

Terry:It is a fact that Cinebook The 9th Art is the UK’s largest comic publisher
and comic exporter but Forbidden Planet seems unwilling to stock titles and what
surprises me most [though it shouldn’t] is that the UK Eagle Awards has completely
ignored you!  I suppose Forbidden Planet and The Eagles are too firmly entrenched
in US comics –but for goodness sakes:your company has been on the front page of
the Wall Street Journal and you’ve won an award for the book you wrote,Queen Margot.
Does it phase you that you have been ignored or do you just look at the fact that
Cinebook is being a success and though awards are nice you can wait?

Olivier: What matters is that in Bristol we sold a book every three minutes.
Comic sellers saw it with their own eyes. Since then, bookshops specialising in
graphic novels have been ordering our spinner from Turnaround. They’re making
our titles known to their readers. We’re at their side. These booksellers knew a
little of European comics, even though European titles sell millions of copies.
Cinebook isn’t in competition with manga or superheroes. It’s an addition. The
“Gosh” bookstore in London knows it well; they’ve sold thousands of Cinebook
titles. They’ve supported us since the very first day.
There are at Forbidden Planets people who are very warm towards Cinebook and who
cheer us on. As they really love graphic novels, I am convinced that one day all
English comic bookstores will give Van Hamme, Rosinski, Marini or Leo the proper
place such immense artists deserve within their network.
Concerning the awards, at the last BookExpo America, a journalist specialised in
comics told me upon discovering the extent of Cinebook’s catalogue: “I call myself
an expert, and I realise that I was ignoring a whole part of the world.” This humility
gave him greater stature in my eyes.

Terry:so what can Cinebook fans expect to see in 2010 –any sneak previews or hints?

Olivier: We are in the decision phase. You will know everything in a few weeks.

Terry: I need to assure everyone that it has nothing to do with me as I do not work
for Cinebook!  However,I get emails about Blueberry,Young Blueberry and Lieutenant
Blueberry and whether these might appear?

While we talked at the Expo you mentioned that you’d like to but can’t:can you
explain why –is it some existing UK license?

Olivier: Blueberry is at the top of our wish-list. There are disagreements among
the heirs, which makes acquiring the rights difficult. We have to wait. Someday,
maybe… We’d be very happy.
But I’d like to take this opportunity, after your comment, to express our thanks
to you. We are very grateful for your contribution in helping readers across the
world to discover the greatest European comics authors. You are an evangelist.

Terry:I also get asked a lot how people can write to you –I know there is the
postal address but I assume anything sent via Cinebook’s “Contact Us” button would
get to you?
Olivier: I personally answer all mail dealing with the books or the authors. It’s only fair.
It’s the readers who decide Cinebook’s future.

Terry:My thanks for taking the time from your hectic schedule to
answer these questions.  Long may you and Cinebook The 9th Art continue!