The book as a wise advisor: it suggests without forcing - Artak Aleksanyan's interview with Radio Sputnik Armenia (video)

According to Artak Aleksanyan, Newmag is an independent publishing initiative without state or private support, intending to introduce new books and reinvigorate the culture of reading in the country. He stated, “Newmag participates in festivals not only to showcase its own authors but also to provide training opportunities for individuals unrelated to Newmag”.

Artak Aleksanyan mentioned that the Newmag summer festival offers a wide range of activities, encompassing everything from storytelling for children to workshops for youth, musical performances, and book launches. 

“Newmag's summer festival is the best opportunity for Armenian readers and content seekers. It allows people who want to engage with the publishing house to come to the festival, interact with authors in a relaxed environment, and pitch book ideas or ready-made synopses. Attendees range from illustrators, proofreaders, and editors to individuals with innovative concepts for book promotion. Most importantly, our valued readers join us at the festival to offer direct feedback to the Newmag staff, pointing out mistakes or suggesting books they'd love to see translated. The festival serves as an open and honest channel of communication with our readers, helping us learn and improve. For instance, the idea for our children's series originated from feedback received from the readers”. 

And based on what principles are Newmag's books selected, translated, and published? “There is one principle that, at least for me, is very important: the book must remain relevant. We publish books that contemporary Armenian readers require today and at this moment. Newmag primarily publishes contemporary works because we believe that reading, as a form of both entertainment and self-education, demands considerable effort from individuals. In an era dominated by social media and shorter attention spans, where people struggle to focus even for 30 seconds, it becomes especially crucial to provide literature that directly addresses the needs of readers. Books are selected with this perspective in mind. Whether a book becomes a mega-hit like Alain Badiou's "The Century" or another philosophical work depends on whether we believe it is essential for Armenian readers today or not”.

Artak Aleksanyan also discussed whether Armenian consumers are predictable or in line with global trends. “If we are consuming the latest megahits like Harry Potter or Avatar, it reflects a similar pattern in the book market. This is because people's needs, ambitions, fears, and goals tend to be quite similar. It's not a coincidence that if “The Silent Patient” by Alex Michaelides is a global bestseller in 40 markets, there's a 99% probability that it will also be successful in Armenia. Hence, trends are highly predictable because our cultural references, stereotypes, ambitions, and tastes have become global. Social networks play a significant role in this. When we not only translate books but also use the same cover, it's helpful. For instance, when someone in London, Paris, or Moscow sees Yuval Noah Harari's “Sapiens” with the same cover as the one they've seen in Armenian, it sends a message that they are part of a global reading wave”.

According to the CEO of Newmag, books have primarily become the safest and most accessible means to structure people's lives, careers, and leisure. People seek books when they desire to, for instance, spend engaging two hours with authors and characters. Furthermore, individuals facing personal crises often turn to books as one of their wisest advisors — they provide suggestions without forcing them.