"L'editor treballa d'esquena a la realitat de la llibreria, amb mesos d'antelació, i generalment comunica al distribuïdor i/o llibreter allò que ha fet quan és l'hora de posar el llibre al mercat; amb les exigències i les presses d'allò que ja és un fet consumat i que cal posar a la venda entre la novetat anterior i la propera que ja s'està coent i del qual tampoc s'informa. És clar que hi ha excepcions. Generalment només en el cas de les grans apostes de les editorials. I així es fa molt dificultós que, des de la llibreria, o bé des de l'editorial, s'orquestrin llançaments adequats per als nous i diversos títols".
El que comenta Àlvar Masllorenç passa massa sovint. Els editors hauríem de corregir aquesta pràctica i fer arribar amb més antelació informació dels llibres amb els quals estem treballant tan al distribuïdor com als llibreters. Hem de fer autocrítica en aquest sentit i repetir-nos una i mil vegades que la feina d'edició d'un llibre no s'acaba quan s'entrega aquest al distribuïdor i que cal que prèviament i posterior treballem en la promoció de l'obra, d'altra forma és difícil que es conegui i que arribin les vendes.
"La literatura en català, petita per definició (hem de tenir clar què som i on som), dóna cada any un grapat d'obres de prou entitat i envergadura com per poder defensar-les allà on calgui; el primer lloc, segurament, a Catalunya mateix. Hi ha una paraula clau, penso: prestigi. Hem de ser capaços de tornar a prestigiar la producció literària en català, des de tots els camps possibles d'actuació, per tornar a engrescar el públic potencial que, de mica en mica, cada vegada va llegint més."
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