PETER RIVA

Peter and Sandra Riva founded International Transactions in 1975 as a traditional representative agency to act on behalf of authors, projects, and corporations. Together they have been responsible for over 35 years of production resulting in excess of $1.3 billion in retail sales.  Recent deals managed include Stieg Larsson’s Millennium Series to Knopf. Today they have close associate offices in Munich, New York, and Los Angeles.

 

HOW TO PUBLISH A BOOK: International Transactions was founded in 1975. What initially drew you to want to work in the area of rights management?

PETER RIVA: At the time I was coming off working for a Swiss licensing company in toys and games following an apprentice job at the BBC as a gofer (go ‘fer this and that) on a really dud (but wonderful) show called Monty Python’s Flying Circus (which only became a hit in ‘74 in reruns). Rights management is a complicated issue, especially at that time in Europe (the office was in London) with only the 1960 Treaty of Rome leading the way for the Common Market and subsequently the European Economic Union and then the EU. Life is a process… Wanting something more intellectually challenging, I gravitated from toys and games to other rights issues, to large projects, books, TV and films.

HOW TO PUBLISH A BOOK: How did you and Sandra conceive of the business? What did you envision?

PETER RIVA: We started and continue to act as middlemen for creators and creations. Our job is to continually learn about and know both the market (as well as the creative process) well enough that we can guide authors and creative people or teams to success within the business marketplace. Often that is nearly impossible (such is the temperament of creative people), but the end goal is to see the creator’s product handled as best the marketplace can (and it is always a compromise). We hate being gatekeepers for the publishing world but we love being working partners with some of the most talented people writing and editing. As middlemen, respect pays a large part of our daily role.

HOW TO PUBLISH A BOOK: Recently you represented Stieg Larsson’s Millennium Series. Tell our readers about this project. How did Larsson’s work come your way?

PETER RIVA: We worked, at the time, as exclusive N. American agents for a division of Norstedts (Sweden) called Prisma (the publishers of Larsson). They were in the process of trying to map out an English language strategy for this market. We helped them evaluate potential, determine clients, and, in the end, we agreed with and stood by the license they chose.

HOW TO PUBLISH A BOOK: Everyone in our industry wants to know why certain books (or series) take off like this. How do you explain the phenomenal interest in this series?

PETER RIVA: Let’s start with basics: Larsson was a man of liberal sensibilities and passion who embedded all his literary passion into this work, one book, later split into three. Couple that with an erudite audience in Europe prepared to absorb and understand the very complicated nature of what he was really writing about (abuse of women in all forms). When adapted for the US market, there were hurdles to overcome. First off the author had regrettably passed away. Second, the Swedish title (badly translated as Men Who Hate Women – it really meant detested and abused women) needed to be changed. Third, there was little funding for a massive pre-pub campaign. The publisher had to get creative. Very. Knopf’s Paul Bogaards, a genius at promotion, sent out 1,000 copies to book club members who wrote in. Word of mouth was a vehicle for success. Any other advertising was built on the success of 1st sales as a result of Paul’s work.

HOW TO PUBLISH A BOOK: Having lived in Oracle, Arizona, I can attest that Gila, New Mexico is in the middle of nowhere. What (if any) challenges would you say you face being so far from New York and Los Angeles? What are the benefits?

PETER RIVA: In 1981 we moved from London to New York City. 8 years later fax machines were finally being put on every floor in the publishing houses, so we could move to the country, 100 miles north of the city. Traveling to NY a few times a week afforded us plenty of contact. When computers were finally adopted by the industry we started to consider moving again. In late 2007, when most connections were fast enough, the move became easy. There is no longer “a middle of nowhere” in America, Europe, Japan or Australia any more. I can conference, video meet, e-mail, transmit huge files from anywhere on the planet (and often do). Meeting colleagues happens at regular intervals in NY, LA, Munich, or Frankfurt or wherever necessary. And the advantages not being in New York? Perspective, peace, life without constant pressure. Agents need thinking time too.

HOW TO PUBLISH A BOOK: How would you describe your agency’s mission?

PETER RIVA: We only handle projects we believe in, as if they are our own. Selling and marketing is too damn hard (not to say dishonest) to do otherwise. We are proud that our projects, over the years, have not only generated significant revenue, they have also helped shape the world we live in, even if in small degrees. Being at the vanguard, at least three times in one’s life, of world events is mission enough. Mission accomplished (so far).

HOW TO PUBLISH A BOOK: What are you most interested in representing?

PETER RIVA: Authors and creators who can draw from proven experience, who know their subject inside and out, who are logical, open-minded, sincere and above all can knock our socks off. Yes, it is that trite and yet that vital a formula.

HOW TO PUBLISH A BOOK: What is the best way for prospective clients to contact you?

PETER RIVA: Manners count. After all, authors are trying to begin a relationship with a partner agent (albeit a junior partner). We do not earn unless they do, so in that sense we must have common interests, tastes and respect to succeed. If we get a polite email letter expressing a desire to work with us on such-and-such a project/book/concept, we can reply if such a thing is of interest. Authors who send out email letters wrongly addressed, sent to 20+ agents, fill our inbox on weekends and holidays (showing they do not consider this a business), use a demanding tone, set deadlines, or try and boss or bully their way into our office, we either do not reply or immediately reject their proposal. With over 200 submissions received a month (often more), we need to be selective.

HOW TO PUBLISH A BOOK: Finally, what can you tell us about the Sony Pictures adaptation of the Millennium Series? Scott Rudin, David Fincher, and Steve Zaillian are attached to the project with Daniel Craig and Rooney Mara as Blomkvist and Salander. What is the status? How did this deal develop?

PETER RIVA: We were not involved with the movie deal. Yellowbird had acquired the world rights for the series (a deal we did not broker!), so they were in charge. And their Swedish movies were, we feel, wonderful.

HOW TO PUBLISH A BOOK: Thanks so much, Peter!

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