By Sam Milligan
The modern era in which we are living – a world of digitalisation and Kindles – is posing a major threat to local book festivals and exhibitions. These community-based initiatives are totally reliant on commercial sponsors, meaning withdrawals such as that of Baillie Gifford can be destructive to literary events.
The investment management firm Baillie Gifford appeared in the headlines in recent weeks over their decision to cease sponsorship of a number of literary events, such as the Hay, Edinburgh and Cheltenham book festivals. An end to grassroots book festivals can have negative impacts on a vast range of stakeholders, local readers, the community and the publishing industry in general. Authors can connect with communities, and local bookshops often see a major surge in book sales on any given festival day. However, if it is not worth the long journey to the festival location, or it is simply too much upheaval, sponsors start to back out.
After all, the primary appeal of these events is to sell books. And despite not being the most lucrative source of income for authors, these events help to build their contacts and social profile. Without the commercial sponsorship typically expected from large companies, these smaller festivals simply cannot compete with the big guns of the book world. Combine this with the ever-increasing cost-of-living, and attendees simply do not have the disposable income necessary to make literary festivals worthwhile.
But this modern challenge faced by local communities and festivals is not the final nail in the coffin. Monetary sponsorship aside, many of these events continue to receive the support necessary to keep them afloat. For example, Stoke Newington Literary Festival in North London is entirely volunteer-run. Yet, it has been running for fourteen years now and has an established partnership with the publisher Picador.
In Richmond, an annual walking and book festival has been taking place for the last twenty years, providing ten days of book-related events. Once again, this event is entirely volunteer-led, with no need for the large commercial sponsorships often associated with the publishing world. Many local book festivals can learn to embrace their unique cultural identity, keeping things cosy and simplistic. After all, in the local celebration of books and all things literature, it is the personal and community essence which drives people to visit, not the money. Perhaps smaller truly is better in the face of a changing world.
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