MANILA, Philippines – At local book fairs, you may encounter small independent bookstores offering rare and second-hand finds and local publishers filling the shelves with regional folklore, contemporary novels and traditional recipe books, among other things.

In another section, university presses display proud collections of creative writing and carefully researched works that aim to broaden minds and spark discussion. Some university authors also take the opportunity to sign customers’ own copies, cheerfully chatting with readers and sharing the inspiration behind their works and sharing their wealth of scholarly knowledge.

University press from the University of the Philippines, University of Santo Tomas and Ateneo de Manila University attended this year’s Manila International Book Fair (MIBF), the largest and longest-running book fair in the Philippines, at the SMX Convention Center, Manila on September 10 to 15—an important step for the university press to advocate academic freedom in a public, public 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.

“I hope natin na ang mga publikasyon ng mga university press ang honor sa en bungung pagkukunan ng mga idea to kipaman ng political decision-makers, opinion leaders, writers, and iba pang humukubog ng atting mga panawe sa sipunaZafra said.

(We expect that university press publications will serve as one of the primary sources of ideas and knowledge for policymakers, opinion leaders, writers, and others who shape our view of society.)

Zafra believes that university presses can be seen as part of a wider network of organizations and institutions that work with the production and dissemination of knowledge. He added that one of the ambitions of university presses, such as UP Press, is to publish books of importance in various disciplines of knowledge that are relevant to society.

The goals of these university presses aim to thrive in the publishing industry, including the protection of academic freedom and collaborating with other university presses on major book projects.

According to Zafra, the fulfillment of the vision of a university press depends on academic freedom.

Although the role of a campus press is to assist in the production and dissemination of knowledge, its responsibilities are not limited to printing books. It must also ensure that the books it publishes will contribute to stimulating further knowledge production. The academic insights these publications promote include critical thinking and encourage lifelong learning among their readers.

Here are the 10 best-selling books from 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 knowledge is found in 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 Don Not Cry: On Becoming a Doctor in the Philippines (Reprint) by Ting Tiongco
• Philippine Folklore: The Myths (Reprint) by Damiana L. Eugenio
• Philippine Folk Literature: An Anthology Third Edition by Damiana L. Eugenio
• Philippine Folklore: The Epics (Reprint) by Damiana L. Eugenio
• Handbok 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 in Nineteenth-Century Manila – Revised Edition by Ma. Luisa T. Camagay

Another view of measuring success

When it comes to book sales, academic presses measure success differently. While a smaller market meant a smaller circulation, Ateneo de Manila University Press Director Rica Bolipata-Santos said success for her is reaching more readers or connecting readers to authors.

“The publishing business is a business of people and ideas,” she said.

“Filipinos are writing everywhere – the question is how to get these works published,” Bolipata-Santos said.

Here are the 10 best-selling books from 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 Letter: A Novel by Ines Bautista-Yao
• False Nostalgia: Marco’s ‘Golden Age’ Myths and How to Debunk Them by JC Punongbayan
• Isabela: A novel by Kaisa Aquino
• Stray Cats: A Novel by Irene Sarmiento
• They collected the stories of Jessica Zafra
• Song of the Mango and other new myths by Vida Cruz-Borja
• The umbrage time by Jessica Zafra
• Introduction to Philippine History by John S. Arcilla, SJ

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 ang perang kinita; looking at your namin ang dami ng librong naipalaganap namin sa sukhotra“, he said.

(We don’t just look at sales, we also look at the amount of books we’ve distributed to readers.)

Give 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 remain unpublished by most commercial or mainstream presses—not because of their lack of merit , but since most other presses only cater to a narrower selection of titles.

“We are interested in titles that start conversations about important issues, and we welcome literary genres that most commercial publishers avoid because they traditionally generate less sales,” he said.

Parfan pointed out that not many publishers would publish books of poetry because people in the book industry believe they lack a broad readership. However, three of the best-selling books from UST Publishing House are poetry.

“I wanted to dispel the notion that poetry doesn’t sell, and encourage more publishers to consider giving poetry titles a chance,” he added.

Here are the top 10 best-selling books from UST Publishing House during this year’s MIBF, in no particular order:

• Help: Mga Dagli sa Panahon ng Quarantine by Rolando A. Bernales
• Truck by Alyza Taguilaso
• Beckoning Baguio: A Decade of Walking in a City of Pines
• Complete Stories and Tales by Cristina Pantoja Hidalgo
• Diksiyonaryong Biswal ng Arkitekturang Filipino
• Planet Nine: Poems
• Servando Magdamag at Iba pang Maiikling Kuwento
• Under Aratile’s 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 help showcase diverse voices and emerging talent in the literary and academic fields.

“Tumataya ang university press can be used to create a new description,” said Zafra, as he believes that university presses provide a space to express the voices and opinions of different groups, regions and sectors of society.

(The university press also invests in young researchers or writers when they publish their first books.)

According to UP’s 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 editors.

Bringing books closer to readers

According to Zafra, when the bookshelf of discounted books at MIBF is teeming with students and other readers, he thinks: “You cannot read more about it.” (Books reach their intended audience.)

During these fairs, representatives from academic presses engage attendees, answer questions, and provide context that deepens understanding of their published work.

UP’s press director also shared that they enjoy talking directly to readers, getting feedback about books, and connecting authors and readers through book signings and other events. Book signings and book packs helped a lot in moving new releases for UST Publishing House and UP Press.

Many bought creative non-fiction, social science books and folk literature titles from UP Press, while fiction, poetry and architecture books from UST Publishing House.

Another strategy these campus presses have adopted is the use of social media to broaden their reach, market their titles effectively, and connect with readers. According to Parfan, reels or short videos get more engagement than publications or posters.

“Many of our younger readers have found their book communities on Tiktok, and we followed them there,” Parfan said.

Zafra said they plan to hold more book discussions on different topics and themes of books, connect with book clubs and hold book caravans. In addition, 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 book fair in Frankfurt in Germany 2025 — the world’s oldest and largest fair for books and other literary content, which began in the 15th century, after the invention of the printing press.

The country has exhibited at the said book fair since 2014.

In addition to the books themselves, the presence of university presses at book fairs such as MIBF helps to make research and critical and creative works from the academy available to a wider readership.

At the heart of local book fairs, the community of writers and readers mingles effortlessly. There are books for children and young adults, thought-provoking novels, and scholarly titles that have the power to reshape perspectives. – Rappler.com

Rev. Dela Cruz was a Rappler intern studying AB Journalism at the University of Santo Tomas.