The opening of the Paris branch in 2018 marked a turning point for La Peuplade. “The European market is very different from that of Quebec. There, it is dominated by large groups, which imposes challenges for an independent house like ours,” explains Simon Philippe Turcot, general director of La Peuplade. To penetrate this competitive market, the house has positioned itself with an offering of translated titles, particularly from Nordic literature.
“The European readership shows a real appetite for unique voices, whether from Quebec or from elsewhere. By publishing Scandinavian novels and other foreign authors, we were able to capture the attention of European booksellers and, by extension, better showcase Quebec authors, who benefit from real popularity in this market,” underlines -he.
Thanks to a collaboration with the Gallimard group for distribution, La Peuplade books are now available in more than 2,000 bookstores in French-speaking Europe. The Parisian establishment has enabled notable growth in international sales, but this strategy requires colossal local work. “Each title is unique. We invest heavily to maximize its reach, from press services to author tours,” adds Mr. Turcot.
The book: a resilient cultural object
In a context where several cultural sectors are struggling to regain their balance, the book market shows astonishing resilience. “Compared to music or cinema, the book remains a highly desired cultural object,” says the co-founder of the publishing house. However, publishers must deal with increasing polarization: best sellers continue to perform well, but it is increasingly difficult to discover new authors.
La Peuplade has been able to retain a demanding readership thanks to a careful approach, both in the content and in the design of the works. “Readers are becoming more and more selective. The book must be impeccable, both in its form and in its content,” specifies the general director.
Inevitable economic challenges
Since the pandemic, La Peuplade has had to face a surge in production costs, in particular due to the increase in paper and transport prices. However, the economic model of the sector imposes a fixed price of the book, uniform in all bookstores, to avoid offending the sensibilities of consumers. “For a while, it cost us money to sell books. Even if prices have stabilized, margins remain tight,” confides Mr. Turcot.
This situation pushes the publisher to rethink its production strategies. “We publish few titles, but each project benefits from in-depth in-depth work. This allows us to defend our works in the long term and avoid depending solely on immediate favorites,” he explains.
Between local roots and international influence
Although the head office remains in Saguenay, the opening of offices in Montreal and Paris has allowed La Peuplade to get closer to major literary centers. However, this regional origin is a founding element of the house’s identity, without however being limited to the Saguenay market. “Saguenay was a happy accident in the history of La Peuplade, and it allowed us to show that it is possible to create an influential and lasting publishing house outside of the major centers,” says Mr. Turcot.
A book industry in full transformation
The book market, despite economic challenges, still offers great opportunities for independent publishers, like La Peuplade. “Unlike other cultural industries, the book remains a timeless object, always popular with readers. What changes is the way in which we must promote and highlight it,” explains the general director.
To maximize the influence of Quebec authors in Quebec and Europe, La Peuplade has adopted a rigorous proximity strategy. “Each title is defended individually, whether with booksellers, the media or prescribers, such as bloggers and influencers. We send hundreds of books to the press service to ensure optimal visibility,” explains the businessman.
The publishing house also places great importance on media and literary tours. Authors, whether from Quebec or abroad, benefit from comprehensive support to meet their audience and book professionals. “No one is excluded from this influence. All our authors have the same opportunity to make themselves known, here as in Europe,” he emphasizes.
This targeted approach extends to booksellers, who play an important role in the industry’s influence. “We work with a network of 2,000 bookstores, where each title is presented according to the specific interests of each establishment. This relational work is essential to guarantee the reach of the works,” concludes Simon Philippe Turcot.
