"U.S. publishers have a ground-floor opportunity to establish solid trade and educational contacts in Africa while the market is still perceived to be poor and unpromising," reported Seth Russo, v-p, director of international sales and marketing for Scholastic Inc., who just returned from his first visit to the biggest annual book event on the African continent, the Zimbabwe International Book Fair.

More than 700 book professionals from 50 countries joined 10,000 local book lovers in Harare's tropical sculpture garden. Scholastic was the only U.S. presence, apart from a delegation of 10 American librarians, led by incoming American Library Association president Sarah Long and co-sponsored by the Guadalajara Book Fair and Scholastic.

"With the advent of the Internet, greater globalization, the political reconciliation and economic redevelopment of South Africa, and progress toward democratic institutions, Africa will emerge and assume a wider role in the world economy," Russo predicted. "ZIBF is the logical place to begin."

Unlike trade events elsewhere in the world, the concentration at ZIBF is on literacy initiatives and the all-important educational marketplace. School adoptions, textbook sales, copublishing ventures and the crucial role of NGO (nongovernmental organization) donor funding are the key topics, according to Russo.

"There is a demand for low-priced children's picture books, reference works, storybooks, teen fiction and teacher-training materials, especially when very competitively priced," Russo added. "Many of these materials ultimately become adoptions at the local school or library market."

Rights sales of indigenous African authors are also important at ZIBF, and a special rights guide is published each year. According to executive director Trish Mbanga, this "wealth of ideas, creativity, vibrancy and freshness" will be included online for ZIBF 2000.

"The U.S. publishing community simply has to make the investment to understand the market, know the key players, establish partnerships, identify local managerial talent and raise the visibility of their lines and services," Russo told PW.

For details on ZIBF 2000, to be held July 2“August 5, 2000, see the Web site www.zibf.org.