London Book Fair 2024 - our highlights and key takeaways

The London Book Fair (LBF) has always been a beacon for the book trade, a haven for meetings between suppliers, and a hub of industry insights. Now more than ever, though, authors have a greater involvement in the fair. With over 3,500 authors turning up this year, the LBF now cements itself as one of the key author events in the publishing calendar.

The whole team attending this year’s LBF from Troubador felt that it seemed to carry an extra buzz which reflects the ever-changing landscape of publishing and the continued resurgence of the in-person event following Covid. As the dust settles on another successful event, we thought we’d delve into the highlights and key takeaways shared by members of our team who attended the fair.

Engaging with authors throughout the fair

Alex Thompson, our Business Development Manager, found himself at the heart of the action, arriving on Monday for the set-up, hosting a talk in the Author HQ on Wednesday as well as manning the Troubador stands for the full week. The highlight for him this year was the talk he hosted in the Author HQ.

Alex Thompson conducting a seminar in the Author HQ 

Not only was it thoroughly enjoyable to talk to so many enthusiastic and interesting authors, but the discussion he hosted on the concept of full-service self-publishing struck a chord with the audience, evident from the sea of nodding heads. Alex’s passion for empowering authors shone through as he navigated through the intricacies of self-publishing, guiding authors towards how to make informed decisions about their publishing journey. If you missed his talk, you can read more about it in the blog article he wrote on the same topic ahead of the fair here.

In addition to the talk he hosted, Alex’s key takeaway was the positivity that there is in the book industry at the moment with it growing in most areas, and self-publishing in particular is firing on all cylinders. What’s more, when he was speaking with the organisers during the fair, they mentioned to Alex that over 3,500 authors were welcomed through its doors this year which, for us, is a major positive. We love talking to authors and the fact that more and more feel that they have a home at the fair on an annual basis gives us great excitement for the future of the LBF.

Self-publishing is a viable option for authors looking to publish

Stephanie Carr, our Digital Marketing Controller, echoed the sentiment of a shifting tide toward self-publishing and authors increasingly seeing it as a viable option for getting their work out there, rather than a last resort. After engaging with numerous authors on the stand, Stephanie recalls multiple conversations with authors saying that they didn't want the stress and disappointment of being rejected by traditional publishers and agents – they knew their work was worth publishing and just wanted to get it done. It was great to see the enthusiasm for self-publishing that is growing among authors.

Authors inspire not just readers, but publishers too

For Rosie Lowe, Publishing Manager for our sister company The Book Guild, choosing a single highlight was challenging. So she chose two instead! 

Firstly, Rosie felt that the fair was a testament to the vibrant community of authors, both established and aspiring. Meeting with current authors and discussing their upcoming projects filled Rosie with inspiration. The infectious enthusiasm of authors was felt throughout the event.

And secondly, Rosie thoroughly enjoyed meeting with so many different people from all corners of the publishing industry. As a former member of the Troubador production team, Rosie enjoyed reconnecting with the printers and suppliers she used to work with. As the Publishing Manager of The Book Guild, she also found great value in starting to develop relationships with other trade partners that can help us work even better with our authors. 

Rosie Lowe (Publishing Manager, The Book Guild), Chloe May, Customer Services Manager and Andrea Johnson, Digital Production Controller at The London Book Fair 2024

How do I distribute my already published book?

Chloe May, our Customer Services Manager, shed light on a concerning trend observed among aspiring and published authors alike. Throughout the fair Chloe, and the rest of the team, had numerous conversations with authors who had rushed into publishing their work in whatever way they thought best but not giving any thought to distribution. 

From self-sending copies from their garage to retailers and direct to readers, to grappling with Amazon as the sole distribution channel that resulted in disappointing sales and no access to bookshops, Chloe emphasized the importance of thorough research and informed decision-making in the publishing process. This continues to reaffirm the point made in Alex’s session mentioned earlier in this article which is that authors need to define what they are trying to achieve before they commit to publishing in a particular way, conduct thorough research on how to best ensure that they choose the route to publication that gives them the best possible chance of achieving those goals.

Our trade partnerships remain stronger than ever

While we love speaking to authors at LBF, the show is also a time for us to come together with our valued trade and retail partners to renew our relationships and discuss our work together moving forward. Jonathan White, our Sales and Marketing Manager, found it to be yet another positive and productive fair. He highlighted the productive meetings he held with retail and wholesale partners during the fair. The positive feedback received about how they are working with us highlighted not only the efficiency of our operations since the move to our new distribution premises but also the strength of our partnerships – a testament to the collaborative spirit driving the industry forward.

Audiobooks are going from strength to strength

Finally, Andrea Johnson, our Digital Production Controller, identified a burgeoning trend in the realm of audiobooks. The conversations she held with a wealth of audiobook narrators and production companies have already opened new avenues for exploration for our audiobook service, promising expanded services and greater opportunities for authors to reach wider audiences through audio. She has come back to the office with lots of ideas on how we can expand our fledgling audiobook service and give many more options to our authors.

Final thoughts

As we reflect on the whirlwind of insights and experiences from the London Book Fair 2024, one thing becomes abundantly clear: the publishing landscape is evolving, and with it, the aspirations and expectations of authors. 

In this dynamic environment, adaptability, innovation and a steadfast commitment to empowering authors to publish their work to the highest possible standard remain our guiding principles as we navigate the ever-changing currents of the publishing world.