MANILA, Philippines – In local book fairs, you may encounter small independent bookstores offering rare and secondhand finds and local publishers filling the shelves with regional folklore, contemporary novels, and traditional recipe books, among others.
UST Publishing House. Rev Dela Cruz/Rappler
In another section, university presses proudly display creative writing collections and meticulously researched works that aim to expand minds and spark discussions. Some university authors also take the opportunity to sign customers’ own copies, happily chatting with readers and sharing the inspirations behind their works and sharing their wealth of scholarly knowledge.
University presses from the University of the Philippines, University of Santo Tomas, and Ateneo de Manila University participated in this year’s Manila International Book Fair (MIBF), the largest and longest book fair in the Philippines, at the SMX Convention Center, Manila on September 10 to 15 — an important move for university presses to advocate for academic freedom in a public, mainstream space.
Publicity as an opportunity
In an interview with University of the Philippines (UP) Press Director Galileo Zafra, Zafra told Rappler that these events are opportunities for groups and individuals to come together and share what they have created.
“Inaasahan natin na ang mga publikasyon ng mga university press ang isa sa mga pangunahing pagkukunan ng mga idea at kaalaman ng policymakers, opinion makers, manunulat, at iba pang humuhubog ng ating mga pananaw sa lipunan,” Zafra said.
(We expect that the publications of university presses will serve as one of the main sources of ideas and knowledge for policymakers, opinion makers, writers, and others who shape our views on society.)
Zafra believes university presses can be seen as part of a wider network of organizations and institutions concerned with the production and dissemination of knowledge. He added that one of the aspirations of university presses, like the UP Press, is to publish books of significance in various disciplines of knowledge relevant to society.
BOOK signing event of distinguished Filipino author and pediatric neurosurgeon Ronnie Baticulon’s Some Days You Can’t Save Them All at the UP Press booth. Image from UP Press
Aiming to thrive in the publishing industry, the objectives of these university presses include the protection of academic freedom and to collaborate with other university presses in major book projects.
According to Zafra, the fulfillment of the vision-mission of a university press relies on academic freedom.
While the role of a campus press is to help in the production and dissemination of knowledge, its responsibility is not limited to printing books. It must also ensure that the books it publishes will help stimulate further production of knowledge. The academic insights these publications foster include critical thinking and encourage lifelong learning among their readers.
Here are the top 10 best-selling books from the UP Press during this year’s MIBF, in no particular order:
Some Days You Can’t Save Them All (Reprint) by Ronnie E. Baticulon
The Knowing Is In The Writing Notes On The Practice Of Fiction Second Edition by Jose Y. Dalisay Jr.
Kumustahan: Creative Writing in the Philippines (The Philippine Writers Series 2024) by J. Neil C. Garcia
Surgeons Do Not Cry: On Becoming a Doctor in the Philippines (Reprint) by Ting Tiongco
Philippine Folk Literature: The Myths (Reprint) by Damiana L. Eugenio
Philippine Folk Literature: An Anthology Third Edition by Damiana L. Eugenio
Philippine Folk Literature: The Epics (Reprint) by Damiana L. Eugenio
Handbuk ng Sikolohiyang Pilipino Bolyum 2: Gamit / Handbook of Psychology Volume 2: Application (Reprint) by Rogelia Pe-Pua
From Colonial to Liberation Psychology: The Philippine Experience (Reprint) by Virgilio G. Enriquez
Working Women of Manila in the Nineteenth Century – Revised Edition by Ma. Luisa T. Camagay
A different take on measuring success
In terms of book sales, academic presses measure success differently. While a smaller market meant a smaller print run, Ateneo de Manila University Press Director Rica Bolipata-Santos said success to her is reaching more readers or connecting readers to authors.
“The publishing business is a business of people and ideas,” she said.
ACCORDING to Bolipata-Santos, many of their books are academic titles about rigorously researched topics on social issues. Image from Ateneo University Press
“Filipinos are writing everywhere — the question is how to get those works published,” Bolipata-Santos said.
Here are the top 10 best selling books from the Ateneo University Press during this year’s MIBF, in no particular order:
The Philippines Is Not A Small Country by Gideon Lasco
Unrequited Love: Duterte’s China Embrace by Marites Vitug and Camille Elemia
My Lola’s Love Letters: A Novel by Ines Bautista-Yao
False Nostalgia: The Marcos “Golden Age” Myths and How to Debunk Them by JC Punongbayan
Isabela: A Novel by Kaisa Aquino
Stray Cats: A Novel by Irene Sarmiento
The Collected Stories of Jessica Zafra
Song of the Mango and Other New Myths by Vida Cruz-Borja
The Age of Umbrage by Jessica Zafra
Introduction to Philippine History by John S. Arcilla, S.J.
Zafra also noted that sales are not the main purpose of a university press. Its marketing arm only ensures that the press has an effective way to bring books to many readers, and to connect readers and authors.
“Hindi lamang namin tinitingnan ang perang kinita; tinitingnan din namin ang dami ng librong naipalaganap namin sa mambabasa,” he said.
(We don’t just look at sales, we also look at the amount of books we have distributed to readers.)
Giving titles and authors a chance
In an interview with University of Santo Tomas (UST) Publishing House Director Benedict Parfan, he said there are invaluable books in the sciences, arts, and humanities that would likely go unpublished by most commercial or mainstream presses — not due to their lack of merit, but because most other presses only cater to a narrower selection of titles.
“We are interested in titles that start conversations on important issues, and we welcome literary genres that most commercial publishers avoid because they traditionally generate less sales,” he said.
Parfan pointed out not a lot of publishers would publish poetry books as people in the book industry believe they lack a wide readership. However, three of the best selling books from the UST Publishing House are poetry.
AWARD-WINNING fictionist Cristina Pantoja-Hidalgo during a book signing event featuring renowned authors on Friday, September 13. Image from The Varsitarian
“I wanted to dispel the notion that poetry doesn’t sell, and to encourage more publishers to consider giving poetry titles a chance,” he added.
Here are the top 10 best selling books from the UST Publishing House during this year’s MIBF, in no particular order:
Ayuda: Mga Dagli sa Panahon ng Quarantine by Rolando A. Bernales
Juggernaut by Alyza Taguilaso
Beckoning Baguio: A Decade of Walking in a City of Pines
Complete Stories & Tales by Cristina Pantoja Hidalgo
Diksiyonaryong Biswal ng Arkitekturang Filipino
Planet Nine: Poems
Servando Magdamag at Iba pang Maiikling Kuwento
Under the Aratiles Tree: Stories of a Childhood
Dilit’ Dilim & Mga Lagot Na Liwanag by Michael M. Coroza
Si Balagtas at ang Panitikan para sa Kalayaan by Virgilio S. Almario
Campus presses contribute to showcasing diverse voices and emerging talents in the literary and academic fields.
“Tumataya ang university press kahit sa mga batang mananaliksik o manunulat sa paglalathala ng kanilang mga unang aklat,” Zafra said, as he believes university presses provide a space to express the voices and views of different groups, regions, and sectors of society.
(The university press bets even on young researchers or writers in publishing their first books.)
According to the UP Press director, university presses also value new perspectives by promoting interdisciplinary and emerging fields of knowledge, while applying high editorial and academic standards.
In UST Publishing House, the titles are approved by evaluators and the editorial board.
Bringing books closer to readers
According to Zafra, when the book rack for discounted books at MIBF is crowded with students and other readers, he thinks: “Nakakarating ang mga libro sa dapat patunguhan nito.” (Books reach their intended audience.)
During these fairs, representatives from academic presses engage with attendees, answering questions, providing context that deepens understanding of their published works.
The UP Press director also shared that they enjoy speaking directly to the readers, getting feedback about books, and connecting authors and readers through book signings and other events. Book signings and book bundles helped a lot in moving new releases for the UST Publishing House and the UP Press.
NATIONAL Artist for Literature Virgilio Almario during the meet and greet and book signing event of Ay! Ang Kabihasnan Mga Tula ni Rio Alma on Friday, September 13. Image from The Varsitarian
Many people bought creative non-fiction, social science books, and folk literature titles from the UP Press, while fiction, poetry, and architecture books from the UST Publishing House.
Another strategy these campus presses have embraced is the use of social media to broaden their reach, promote their titles effectively and connect with readers. According to Parfan, reels or short videos get more engagement than publication materials or posters.
“Many of our younger readers have found their book communities in Tiktok, and we followed them there,” Parfan said.
Zafra said they are planning to hold more book discussions on different topics and themes of books, connecting with book clubs, and holding book caravans. Additionally, they want to collaborate with other authors, editors, and translators and come up with projects and strategies to reach readers more effectively.
The Philippines was named Guest of Honor in the Frankfurt Book Fair in Germany in 2025 — the world’s oldest and largest trade fair for books and other literary content, which began in the 15th century, following the invention of the printing press.
The country has been exhibiting at the said book fair since 2014.
Beyond the books themselves, the presence of university presses in book fairs like the MIBF helps make research and critical and creative works from the academe accessible to a wider readership.
In the heart of local book fairs, the community of authors and readers blend effortlessly. There are books for children and young adults, thought-provoking novels, and scholarly titles that hold the power to reshape perspectives. – Rappler.com
Rev Dela Cruz was a Rappler intern studying AB Journalism at the University of Santo Tomas.
