di L’agenzia letteraria Studio Garamond ha intervistato Fabrizio Venerandi, direttore editoriale del progetto Quintadicopertina.
Come nasce la voglia di fare il direttore editoriale e com’è strutturato il vostro lavoro in redazione? Ci illustri brevemente la giornata tipo.
“L’editoria digitale può essere molto coinvolgente. È un territorio i cui confini non sono ancora chiaramente definiti e che quindi permette un certo grado di inventiva e di sperimentazione. Il lavoro è molto diversificato: si passa dalla marcatura semantica redazionale, all’editing, alla creazione dei fogli stile, al testing sulle device, allo studio delle nuove specifiche, alla promozione in rete, alla ricerca e al confronto di quello che altri editori e autori stanno facendo. Si lavora con codice, immagini, vettori, suoni, filmati.”
Come nasce il progetto “Quintadicopertina” e quali sono stati i risultati raggiunti fin ora?
“Quintadicopertina nasce per il desiderio di fare da subito editoria digitale. Dal primo momento in cui abbiamo preso nel 2008 un ebook reader in mano ci siamo resi conto che “i libri digitali” erano un punto di incontro fra linguaggi diversi, alcuni provenienti dalla tradizione, altri dal web e più in generale dala letteratura elettronica.
Dal punto di vista creativo abbiamo fatto molte cose che ci eravamo prefissati. I nostri testi sono legati a una forte interattività: romanzi navigabili, ebook-game, pubblicazione di materiali ancora in fase di scrittura, jukebooks componibili dal lettore, fumetti digitali, citizen e narrative journalism, mappe interattive e cronologie ipertestuali, riviste progettate in digitale che escono su carta e ebook, testi che si aggiornano nel tempo… abbiamo voluto fissare alcuni di quelli che pensiamo essere i punti caratterizzanti della letteratura elettronica contemporanea.”
La filosofia editoriale legata alle vostre collane ha mantenuto la sua idea originale o si è modificata nel tempo, adeguandosi al mercato?
“Si è sicuramente modificata. Viviamo una fase di transizione nella quale hanno sviluppo prodotti ibridi, che permettono una lettura tradizionale e contemporaneamente forniscono strumenti di navigazione e interattività paratestuale. Accanto a testi di forte complessità strutturale hanno sviluppo anche istant-ebook o testi brevi che su carta non sarebbe possibile pubblicare. Un altro punto di interesse nato nel corso dell’attività è quello legato ai periodici.
Accanto all’attività editoriale si sono poi sviluppati servizi per altri editori, enti o aziende, per la progettazione di ebook complessi e la formazione professionale per la digitalizzazione e creazione di testi elettronici.”
Quali sono i compiti e le competenze principali di un editore?
“Avere e riconoscere idee, trovare conoscenza e promuoverla. Aiutare l’autore a focalizzare il suo lavoro, fornendo strumenti (nel nostro caso di progettazione digitale) e un confronto sui contenuti. Creare in rete motivi di discussione sul testo, seguirne la fortuna editoriale.”
Cosa rappresenta, per lei, l’editoria in particolare quella digitale?
“È una domanda difficile. Verrebbe da rispondere con qualche frase nobile riguardo alla lettura e la cultura ma, pragmaticamente, l’editoria è un settore del commercio. Quelli che vendiamo sono prodotti, culturali ma prodotti. L’editoria è la possibilità di dare vita a idee, informazioni, cultura, gioco, attraverso la proposta di modelli di sostenibilità commerciale.”
Autore e libro ideale?
“Un fuori catalogo, introvabile, di cui molti parlano imprecisamente senza averlo mai letto.”
La vostra casa editrice come affronta la promozione del catalogo?
“È un lavoro che avviene prima di tutto in rete: nel digitale i testi vengono acquistati in rete, quindi parte dei nostri lettori sono connessi. Ma cerchiamo anche di portare il digitale nel mondo reale: ci è capitato di presentare un nostro ebook in una normale libreria, in un ristorante, in una piazza di Second Life, con domande e risposte su Twitter. Cerchiamo di lavorare dove c’è interesse per il testo, anche sulla media e lunga distanza. La cosiddetta onda lunga significa che una novità resta tale per anni, non per settimane e che è possibile avere più venduto a quattro anni di distanza dal primo lancio solo perché in un forum si è parlato del testo. L’interesse degli autori per i loro testi, da questo punto di vista, è essenziale, sono loro i primi veicolatori del contenuto.”
Fare editoria digitale: ci può indicare i limiti e le potenzialità di questa vostra scelta professionale?
“Le potenzialità sono davvero numerose. Come dicevo prima si cammina in un terreno per molti aspetti vergine, ci sono idee che possono essere realizzate e che sono oggettivamente nuove. Il digitale ha i confini estremamente permeabili: un ebook è a un passo da una applicazione, da un sito, da un libro tradizionale, da un videogioco e talvolta è possibile sviluppare prodotti che si spostano da un canale all’altro.
I limiti sono che non c’è tradizione, in molti casi quando facciamo qualcosa abbiamo pochi parametri per capire come andrà la cosa. Sperimentare è una cosa affascinante ma pericolosa, per ogni singolo progetto devi prevedere anche la non riuscita in un mercato che – ad oggi – è ancora marginale.”
Quali sono le novità e i progetti in arrivo?
“Una nuova rivista, anzi, una rivista storica per la letteratura giovanile, “LG argomenti”, che passa al digitale pur restando anche nel formato tradizionale cartaceo. Penso che sia una delle poche riviste italiane che viene impaginata in XML e poi mandata in tipografia. Questo ci permette di avere anche una buona versione ebook e on-line. Poi inizieremo a fare EPUB3, utilizzando i media overlays, con sincronizzazione tra testo letto e particolari registrazioni “segrete”. Arricchiremo le nostre collane di informazione, con testi su strumenti del giornalismo, su manipolazione di dati, attiva o subita e torneremo ancora sulla letteratura elettronica, con un nuovo testo di saggistica e una nuova polistoria, di carattere enciclopedico/geografico. Ma anche la sezione quinta factory procederà con i suoi corsi di formazione e contiamo di continuare a portare i nostri ebook-game nelle scuole e nelle biblioteche per ragazzi, dove vorremmo anche far partire lezioni di programmazione per bambini.”
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