Julius uncovered
Yanto Soegiarto | May 01, 2011

Publishing is essentially about books that people want to read. One reader decided there was a gap in the market, and filled it. Former accountant and marketing assistant Julius Felecianus, 51, recognized a literary gap when he saw one. Fed up with the lack of good books, he decided to set up his own company and start publishing them himself.

“I have a passion for good and inspiring books,” he tells GlobeAsia. “From 1996 I noticed that bookstores in Indonesia didn’t have them. Not just socio-political books which were probably banned at that time; even lifestyle books were hard to find. Not very many people had access to the internet. So I thought of setting up a publishing company to do it myself,” Julius recounts in the comfort of his office in Yogyakarta.

Backed with just Rp40 million in start-up capital, he tested his own instincts and entrepreneurship. He considered the consequences. Publishing books is not easy and he had no expertise. Who would read his publications? These were legitimate concerns, but Julius was convinced there was a market and equally sure that to be successful he would have to be daring and creative.

Daring he certainly was. After setting up his office and equipment, Julius’s newborn company Galang Press published Moammar Emka’s Jakarta Undercover, a non-fiction exploration of Jakarta’s nightlife, rife with detail of the city’s seedy underbelly and backstreet antics. At the time, stories about Jakarta’s underground were only published by popular but cheap tabloids that many regarded as shameful to read. “The strategy was to make the book controversial and provoke curiosity.

Besides, the author came from an Islamic boarding school. All the facts were revealed, including the hypocrisy that any foreign visitor to Jakarta will see: the complexities, the crime and the sex trade,” explains Julius. The book was published with much the same content and information as the tabloids but in very different packaging. It had an attractive and thought-provoking cover and was the perfect size for carrying and reading on buses and trains. “Everybody read the book. Men no longer read behind their wives’ backs.

The book became a reference for young executives. Even though they didn’t go to the places, they were able to tell their friends. It became talk among them. It was jackpot, an instant success on my part. The book became a bestseller,” he recalls. Jakarta Undercover was reprinted 30 to 40 times. Julius paid the author royalties of up to Rp1 billion, spectacular by the standard of Indonesian publishing.

He attributes his success to combining both his entrepreneurship and a spirit of entertainment within the business. Galang Press, he adds, has now published more than 1,000 titles and many bestsellers in socio-politics, entertainment and lifestyle categories. Born in Tasikmalaya, West Java of East Timorese descent, Julius has lived in Yogyakarta since 1980, a place he calls a home for creative talents. Aside from the salacious Jakarta exposé, Julius believes that books are a means of freedom through free speech.

“Books are a means of expressing freedom. Books are our nutrients and that’s why we care,” he adds. Galang Press has published two best-sellers that relate to the freedom of expression of minority groups: Memberi Suara Pada Yang Bisu (Voices of the Mute) by Dede Oetomo PhD, which depicts the rights of the gay community in Indonesia and Jangan Lepas Jilbabku (Don’t take off my veil) on the rights of transvestites, written by Shuniyya Ruhama Habiiballah, a transvestite student from Gajah Mada University. 

“The publication of these books was extraordinary. It marked the phenomenal rise of the freedom of expression. Galang Press became the leader. After that other book publishers followed our steps,” says Julius, who also coordinated the Yogyakarta Awakens Movement to rebuild the city following the 2006 earthquake. Julius says one of the best socio-political books he has published was Arwan Tuti Artha’s Dunia Spiritual Suharto (Suharto’s Spiritual World), also one of Galang Press’ highest revenue earners.

“When Suharto stepped down, nobody wrote about him. The books available at that time were only about military and defense. We saw the opportunity to publish a book which discussed his spiritual life, his spiritual mentors and where he meditated. “During exhibitions promoting the book, we used a black setting and burned incense. We sold 400 books each time. Altogether we sold 200,000 copies and we made around Rp1 billion,” he says.

Leading political analyst and book publisher Sukardi Rinakit tells GlobeAsia that, in essence, Julius Felicianus is an idealist.  “He knows how to position a national issue in its rightful place for the people to understand, just as he did in defense of Yogyakarta’s special autonomy rights,” says Sukardi. “He also positioned the controversy over the election of the Indonesian Football Association (PSSI) in the right place by publishing Nurdin Halid’s Sins,” Sukardi notes, adding that Julius has close social, cultural and political networks around him.

Galang Press also printed four books about then incumbent presidential candidate Susilo Bambang Yudhoyono. Ten thousand copies of the book Indonesia Memilih (Indonesia Votes) were distributed during SBY’s presidential campaign, but the best-selling book was George Aditjondro’s Gurita Cikeas (The Octopus of Cikeas). The book was like a shockwave, depicting corruption within the inner circle, including allegations of elite involvement in the Bank Century case. Kompas Gramedia refused to sell it, leading a boycott by the official book distributors.

That didn’t stop the public from reading the book. “Can you imagine, 17 different versions of the book were printed because it was banned. The universities, student organizations, religious organizations, political parties and at least 18 embassies were lining up to get the book. Galang Press officially printed only 40,000 copies of the original version and earned Rp1.3 billion,” says Julius.

While critical readers noted that the book was little more than a collection of newspaper and magazine articles that had already been published, nevertheless it quickly became the most-wanted book everywhere in the country. One leading bookstore made an attempt to distribute it but then pulled it off the shelves due to political pressure. Galang Press also printed Femi Adi Soepomo’s Saya Bukan Neo Lib (I am not a Neo-Liberal), on then vice presidential candidate Boediono.

That failed to grab the market’s attention and it was reprinted only twice.  At the time, the economist was under attack by his political enemies due to alleged western leanings. Other top socio-political titles by Galang include rebel police officer Susno Duadji’s Mereka Menuduh Saya (They Accused Me), Joseph Nevins’ Pembantaian Timor Timur (The East Timor Massacre), which inspired the Australian film Balibo, and Dosa Dosa Nurdin Halid (Nurdin Halid’s Sins) written by Erwiyantoro and aimed at the millions of Indonesian soccer fans gravely concerned at the affairs of the sport’s managing body.

Julius is one of the few people with the courage to publish books on sensitive national issues, comments Hikmat Kurnia, director of the Agromedia Group publishing network. “His themes are hot and up to date. His company is progressing well. What he needs to do now is pass on his knowledge, entrepreneurial spirit and courage to his younger successors,” Hikmat tells GlobeAsia.

Asked about his future plans, Julius says Galang Press might translate and publish Chinese books written by Chinese authors. “A Chinese businessman has agreed to buy the rights to use the Galang Press logo. We will sign a memorandum in April which encompasses an agreement to translate, publish and distribute based on a profit-sharing scheme,” says the publisher.

“I assume that they will be books on Chinese culture and folklore. They have agreed to the conditions that I have put forward. I have also appealed for Chinese investment in the publishing business,” he says. Galang Press has also published how-to books on business, franchising and how to start companies, while its bestsellers include the subjects of religious beliefs, food and lifestyle.

The company employs around 60 people, most of them young writers, editors and designers. Based on GlobeAsia’s estimates, Galang Press generates around Rp2 billion in revenues each month.

Ugartua Rumahorbo of Jakarta publishing company PT Penerbit Erlangga says Julius would do anything to share his knowledge and advance book publishing in Indonesia. “He respects and helps anyone of Javanese, Batak, Chinese or other ethnicity as an Indonesian without any differentiation. His books broaden people’s horizons and provide a political education and social wisdom. I think his company is doing extremely well and Julius is very down to earth,” he says.

Afriadi Rosdi of RM Books sees Galang Press as a medium-sized book publishing company that still needs to work its way up with more ‘jackpot’ titles. “Unlike Gramedia, Galang Press books are better known by their book titles. Gramedia is known more as a book publisher,” he says.

Either way, Julius Felecianus isn’t complaining.  GA

Snapshot

Number of book titles published in 2010  

Children             6,125
Religion             2,477
Computers        1,411
Women             1,024
Society             1,054
Economics          300
Education           246

Top 5 revenue earners by category  
Children
Primary school textbooks
Religion
High school textbooks
Junior high school textbooks    

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