New Zealand Has A Bustling Publishing Industry, So Why Do So Many Books Go Unnoticed?

Despite having its own distinct and vibrant identity, New Zealand has long been overshadowed by its European cousins, especially when it comes to literature. As per nzhistory.govt.nz, until the mid-20th century, most of the literature in New Zealand was imported from Britain. In addition, homegrown writers seemed more influenced by affairs overseas as opposed to on their own lands, with much of New Zealand’s historic literature focussing on modernism, which started in London, and the events of the Great Depression. 

Over the years, New Zealand has continued to seek inspiration from other countries that dominate the entertainment sector. For instance, in 2015, according to dpmc.govt.nz, the contribution of the screen industry to the New Zealand Economy was over $1 billion. However, this success was double-edged in that the country wasn’t producing movies that highlighted its culture or heritage. In fact, much of New Zealand’s screen industry success came from working with international organisations that made movies catered towards American or British audiences, such as Mission Impossible and The Chronicles of Narnia, two films produced in New Zealand’s Canterbury region.

Similarly, while New Zealand has a rising online gambling market, most of its popularity comes from American and European influences. For instance, according to bonus.net.nz, Kiwis love to bet on American league sports like the NFL and the NBA. In addition, access to sportsbooks around the world also facilitates New Zealanders placing their betting slips on the English Premier League. Internationally, the small country is renowned for its contributions to the sporting world, yet it’s clear that in terms of consumption, citizens turn to events overseas.

Evidently, New Zealand takes influence from other countries, but what we don’t know is why, especially when it comes to publishing, this admiration isn’t reciprocated. More often than not, the books that dominate bestsellers lists and get turned into big-budget films are written by one of two demographics, British or American writers. But why?

Firstly, these domestic territories are larger than that of New Zealand, and their reach is far more dominant. Take, for instance, the fact that almost every New Zealander knows the likes of J.K. Rowling or Gillian Flynn, whilst the likes of award-winning authors, including Margaret Mahy, who won the New Zealand Post Book Award five times, are internationally unrecognised. There’s clearly a disparity between British/American and Kiwi authors in international book sales.

Promisingly, however, the Nielsen Book Research conducted a report on New Zealand’s publishing market in 2020 — you can read the full report on publishers.org.nz — and found that domestic revenue from NZ content increased 13% to $52.6 million. Perhaps this could lead to further international representation for homegrown talent.

Secondly, other countries might not be as influenced by New Zealand literature because the vernacular of New Zealanders is vastly different to that with which they’re familiar, for example, the commercially viable British English or American English. In Tessa Duder’s novel Hot Mail, the slang of the protagonist may be perplexing to follow from an international perspective. Additionally, there are many logistical differences between New Zealand and other countries, particularly the US. Since New Zealand’s in the Southern Hemisphere, their seasons are different, and their schools operate differently. All of this makes reading New Zealand literature difficult for outsiders because the differences within the text need further explanation.

New Zealand takes influence from other countries, especially when it comes to the entertainment sector. The country has involvement in Hollywood and the increasing popularity of American and European sports betting. However, New Zealand’s successes, especially in publishing, are still largely unrecognised outside the country. Few books by New Zealand writers are available in the US, but there’s still hope this will change as readers become more internationally savvy.