Rare Book Monthly
Dealers of South Americana: An Interview with Alfredo & Gustavo Breitfeld
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His comments about what’s canonical and them (by extension) forging their own canon prompts me to ask another question. “How you define ‘Americana’ , and why is this definition important,” I ask.
“We consider ‘Americana’ to be any books that deal with any part of America,” ventures Alfredo. “America is not just North America. There is North America, South America, Brazil, and even material about South America or the Spanish-speaking world that’s not even printed there. In fact, most of the first chronicles about South America and the Spanish-speaking world were printed in Europe, as they were records of Colonial Explorations. But we contend that these are still Americana as they deal with America.” He pauses, as if considering whether to speak or not, and goes on. “You know,” he says, “we literally brought South American culture to the book fairs. That was a part that was not previously a priority, though it always was for us. We represent South America here. It’s very important to us for that reason that we have a presence.”
This stream of thought leads to another segment of questions, about how they are able to find, build, and maintain a market for material which some dealers and collectors still consider more peripheral than central. I ask a fairly obvious question, about the internet and how it has effected their ability to find and maintain an international market. “I cannot imagine our business,” Alfredo states, “without the internet market. Of course that’s not the only way that we sell, but it’s a means that’s allowed us to bridge a tremendous geographic gap between buyer and seller. We now have customers from Thailand, the Philippines, French Polynesia, only to name a few places. Although in the end they all want to see the book, want to hold it in their hands, especially if it is one over a certain value.” So do you ever go to your customers, I ask, or do they come to you? “Oh no, we go to them. We have visited personal and institutional libraries around the world. We are brave, good salesmen, if I do say so myself.”
Which nationalities make up your steadiest buyers, I ask. This time they both answer, in tandem: “Within nationality, most steadily America, then Spain, then France, then Italy. Then all the others.” What percentage of your buyers are individuals, institutions, other dealers, or all of the above? “In general we sell 50% to dealers, and 50% to private collectors and institutions,” Gustavo answers. “Rare book libraries are very important. We are the sole suppliers for some very significant university libraries which unfortunately I cannot name.”
