Lost in Translation or Lost in Publishing: Introduction of World Literature in Early Modern Bulgarian Publishing via Russian Language Editions

Bulgarian book publishing starts developing as commercial system as early as the second half of nineteenth century. With the increasing of competition after the Liberation of Bulgaria in 1878, as main problem the lack of texts for publishing emerges. The Bulgarian literature was still too young to provide texts for the publishers with the required quality and quantity. That’s why the publisher’s main goal remains the translation of popular (in any sense of meaning) foreign authors. In relation with this policy two main problems emerged—the lack of translators from the main European and World languages and appearance of many intellectuals who pretended to have good Russian language skills. This resulted in Russian book editions of world literature being the main source for Bulgarian translations. The paper focuses on to the process of retransmission and republishing of texts from language to language and from place to place. Interesting conclusions are made on how the publishing market strategies affect readers and their perception of the most popular titles of world literature. The main thesis is that the language skills (or lack of skills) of the translator are important for the reader’s perception of the text but the publisher’s choice of foreign editions through the mediation of second country’s publishing system had critical importance for the perception of Bulgarian readers of classical and popular examples of Western literature. © 2017, Springer Science+Business Media New York.