The price of Books in Morocco: between cost and value

Among the obstacles that stand in the way of the development of lecture and knowledge Moroccothe price turns out to be a particularly stubborn obstacle.

“With an average price of 100 dirhams per book, in a country where the minimum wage is around 3,000 dirhams, access to reading remains a luxury for many,” asserts Mehdi Bensaïd. This obvious observation does not mean that the Moroccans do not read. Contrary to the figures announced, “the more we have prices that respect the pockets of Moroccans, the more there will be democratization of culture,” he concludes. In this sense, the minister recalls the arsenal of publishing support tools already in place, namely the publishing subsidy, the training of librarians and the renovation of bookstores. He also announces a budget allocated specifically to pocket bookthis format which has already proven its effectiveness in our cultural ecosystem.

With works sold between 20 and 30 dirhams, the pocket book, initiated by the pioneer Leila Chaouni, in partnership with Sochepressmade it possible to reach a wide audience. Titles like those of Fatema Mernissisold in more than 126,000 copies, or those of Mahi Binebinesold 36,000 copies, illustrate the potential of this model. Fatima Zahra BouchikhiDirector of Books at Sochepress, explains, however, that this success was based on a particular strategy: printing over three years to amortize costs, while focusing on editorial quality and distribution.

Pour Hassan Kamounvice-president of theAssociation of Independent Booksellers of Morocco (ALIM)“the paperback book brings nothing to the bookseller. But our mission goes beyond immediate profit: it is about building a readership. Taking part in the debate, Mohammed Haitamipresident of theMorning Group” and, consequently, “Morning Printers», explains that the paperback model can, in fact, be “an answer, but not a panacea”. He argues that this format can only make sense if the entire ecosystem is overhauled. “It takes an uprising across the entire ecosystem to regain readership,” he says.

If the pocket book can constitute a solution for Moroccan worksbooks imported from abroad remain excessively expensive for the average Moroccan. Hassan Kamoun also deplores the price differences between Morocco and France (main supplier), regretting that books are sold at lower prices in a country where citizens have significantly higher incomes. On this subject, Fatima Zahra Bouchikhi explains that “when there is room for negotiation, Sochepress does its best to have a special Morocco price, especially when the book is that of a Moroccan author or when it is likely to walk well. Unfortunately, publishers are not always open to negotiation.

A scourge common to the entire chain, piracy is the evil that undermines the health of books. And although it clearly shows Moroccans’ enthusiasm for reading, it absolutely harms all actors in the book chain, from the author to the bookseller. Hassan Kamoun also deplores that the Ministry of Culture offers brand new kiosks to sellers of pirated books. Consequently, “some booksellers end up selling pirated books themselves, knowingly,” notes Kamoun to demonstrate the degree of chaos that reigns in the sector. On this subject, we must also raise public awareness, because by purchasing a pirated book, we penalize the authors, already considered the weak link in the chain, even though they are the origins.

For Mohammed Haitami, coordination is needed between all players in the sector to revalue reading. But above all, it is necessary to demonstrate innovation in the ecosystem, from the use of advertising insertions to the development of a plan marketing attractive. Formation of the booksellersadapted marketing, distribution in rural areas and adequate animation are all avenues mentioned to revitalize the book market. Even if the price of the book can be dissuasive, reading can develop through activities and initiatives such as that of “Book Club Kiosk», which benefited from the support of several actors and partners. This initiative, widely welcomed by the minister, has already met with encouraging success, prompting the “Groupe Le Matin” to consider repeating the experience in other places in Casablanca and across Morocco.

However, structural reform is urgently needed. Hassan Kamoun pleaded for the application of a law similar to the said Lang in France, which limits excessive discounts on books in order to protect independent bookstores. With only 80 active bookstores in Morocco, it is imperative to guarantee their survival in the face of unfair commercial practices and piracy. Finally, the bookseller calls for more solidarity between the different actors in the book chain, to strengthen its weakest links and to make reading accessible to as many people as possible.