Image: Author
Walk into any bookstore in Canada today, from an Indigo big box store to a small indie outlet, and if you aren’t smacked in the face with books covered in prominent maple leaf logos, or a banner proclaiming “Canadian!”, then you must be living on a different planet from me. Of course, the same applies in your local grocery store where—despite occasional mislabelling—consumers are apparently more than ready to choose Canadian produce at the expense of Florida oranges or California raspberries. If you run a travel agency, it’s better to advertise trips to Newfoundland than Disneyland. The federal government is encouraging the trend with its new “Buy Canadian” procurement policies. If consumers need help, there is even a “Made in CA” (Canada, that is, not California) website, which sustains itself financially by recommending Canadian products and then earning revenue from readers’ clicks on featured links. The surge in Canadian consumer nationalism is one facet of Canadians’ response to Donald Trump’s “make Canada the 51st state” nonsense, and retailers would be foolish to ignore the trend. Booksellers are no exception. But the question is whether this sudden discovery of the virtues of Canadian (or supposedly Canadian) products is having any marked difference on the sale of Canadian books. This leads to the next big question, “What is a Canadian book?’.
That is a longstanding debate on which there are many views. I recently saw a pile of “Canadian” books at Indigo, among which was anti-copyright maven Cory Doctorow’s Enshittification. A Canadian work? Yes, Doctorow was born in Canada but has taken out UK citizenship and has lived in the US for a decade. The publisher is a print of MacMillan, which was British owned but is now German controlled. However, I guess Doctorow is as Canadian as John Kenneth Galbraith or William Shatner. Why shouldn’t Star Trek Memories qualify as Canadian literature? No country has a claim on outer space in the 23rd Century. Is a book Canadian if it is written by someone who is, or was, a Canadian? Do they have to be a citizen or does a recent immigrant qualify? Does it have to be set in Canada? Does it need to be published by a Canadian publisher? If it is published by a Canadian publisher (like my book, In Defence of Copyright, published in 2023 by Cormorant Books—apologies for the shameless plug), does this make it “more Canadian”? Is the fact that foreign owned publishers control around 95% of the Canadian publishing market in 2025 a problem? If so, what to do about it, and how? Should the best Canadian writers eschew foreign publishers and instead seek out domestic publishing houses, even if this means they will earn less? There is a lot to consider.
The evidence suggests there has been an uptick in demand for Canadian books in Canada. Publishers’ Weekly reports that print book sales in Canada climbed to CAD$1.15 billion (around USD800 million) in 2025, a gain of 4.1% over 2024. Many of these books were not Canadian although books by Canadian authors accounted for 14% of unit print sales in 2025, up from 12% in both 2024 and 2023. Fourteen percent of $1.15 billion is about $160 million, not small change. However, most of these books by Canadian authors were published by the “Big Five” (Penguin RandomHouse, MacMillan, HarperCollins, Hachette, and Simon&Shuster). All are foreign owned (two German, one French, and two American). Some of the Canadian works were released as international editions, some by the domestic Canadian operations of the Big Five. The most well-known Canadian authors, including Nobel Prize Winner, Alice Munro, and Booker/Giller prizewinner Margaret Atwood (The Handmaid’s Tale, The Testaments, The Blind Assassin and others), were/are all published by large international publishing houses, as you would expect. (Munro and Atwood are published in Canada by McClelland&Stewart, owned by Penguin RandomHouse). Even Prime Minister Mark Carney’s bestseller, Values, is published by a foreign owned publisher, a Penguin RandomHouse subsidiary. Is this a problem? To some, such as Richard Stursberg, it is.
Stursberg has just released his latest book, an essay really (under 100 pages) entitled Lament for a Literature: The Collapse of Canadian Book Publishing, published by independent Canadian publisher Sutherland House. Stursberg knows whereof he speaks. He has been involved in the bureaucracy and politics of Canadian media policy for many years, as Executive Director of Telefilm Canada, Chairman of the Canadian Television Fund and as Head of English Services at the CBC, among others. “Lament for a Literature” (a takeoff on George Grant’s 1965 essay “Lament for a Nation”) has already received a fair amount of publicity, through interviews (MediaPolicy.ca; Canadian Affairs), and commentary (Globe and Mail). There seems to be broad agreement he has put his finger on a problem and a Canadian weakness, but the question remains what to do about it? There is a lot less consensus on possible solutions.
Stursberg’s approach is what many would consider draconian. Increase subsidies substantially and remove the Canada Council’s adjudicative role over what should qualify for a subsidy. Make the subsidies open ended and tied to production, like film credits. While this will be criticized as fiscally irresponsible, no-one seems to object to film credits (which are direct subsidies) because they support jobs in film production. Publishing supports jobs too, although not as many and not as wide a variety. So, maybe an argument can be made for subsidizing jobs in Canadian publishing. (However, to follow the film credit analogy fully, Canada would have to provide book credits to foreign publishers as it does to Foreign Location Shooting in Canada). Stursberg would also manipulate the market in various ways through regulation and a Canadian book law. This would require a foreign rights holders wanting to distribute a foreign title in Canada being required to offer the distribution rights to a Canadian publisher. This is easier said than done because price will be the key. The international publisher will want maximum return, while the Canadian publisher will want to cash in by selling a title they did not develop. Giving Canadian publishers a share of the international pie is the intent of the policy; to provide a market subsidy to Canadian independent publishers by giving them regulated access to foreign best-sellers. That is supposed to provide them a war chest with which to fund the development of Canadian authors. It is similar to a book version of various broadcasting industry interventions, such as simultaneous substitution and aspects of the Online Streaming Act.
There are various downsides to this kind of market intervention, not the least of which is violent objection from the US government, but these days they are objecting to just about everything that Canada does, from Mark Carney’s trip to China (isn’t Donald J. going there soon?) to the Online Streaming and Online News Acts, to dairy supply management to the price that Canadian kitchen cabinets are sold into the US, the latter qualifying (in the eyes of the US Administration) as a national security threat allowing them to invoke Section 232 of the US Trade Act. A heavily interventionist policy could also lead to market distortions, resulting in unauthorized foreign editions of best-sellers being smuggled into Canada, much as pizza cheese from the US has become a black market commodity as a result of Canada’s dairy supply management policy.
Stursberg has other suggestions, such as legislating a fixed retail price for a given work in all bookstores, thus preventing Amazon and Indigo, for example, from offering discounts that indie bookstores may not be able to afford, as well as requiring that online retailers charge a delivery fee. So much for Amazon Prime. That will be popular with readers, I am sure. Public schools and libraries would be required to source all their books through accredited bookstores. To be accredited, a store would need to carry a minimum number of Canadian titles. Public institutions could not source from online retailers. That is another sure way to antagonize institutional purchasers, although I am sure it could be argued it is for the “greater good”. But all such bureaucratic market intervention policies cause collateral damage and often unintended consequences. So, what is to be done?
In my experience, reading remains remarkably popular both for entertainment and intellectual growth, in Canada as elsewhere. Canadians should be naturally interested in their own stories played out in Canadian settings, but these stories need to compete with what’s available in the big, wide world. Relevance and excellence (along with marketing) are the way to promote a domestic literature. I refuse to read a book simply because it is “Canadian” (whatever that may mean), but I will likely pick up a book that piques my interest and is well written, especially if it is Canadian. Perhaps the newfound nationalism of “Buy Canadian” will provide a boost to emerging and established Canadian writers. Some of them will get picked up by the Canadian editions of the Big Five, some will be discovered by Canadian indie publishers and still others will self-publish. I am optimistic that despite the dominance of the Canadian publishing market by foreign publishers through their Canadian subsidiaries, good Canadian stories will continue to be published. A stronger indie publishing sector would be welcome and. in this regard, industrial rather than cultural subsidies may provide a partial response. In the meantime, I am sure that Canadians will continue to debate, “What is a Canadian book?” Whatever it is, we need to look beyond the Maple Leaf label on the cover.
© Hugh Stephens, 2026. All Rights Reserved.