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The Publishing Business: From P-Books to E-Booksby Kelvin Smith
Synopses & Reviews
Publishing is undergoing a sea change. Technology has transformed the relationship between writers and readers and many people suspect that publishing as we know it can’t survive. And yet, publishing remains a popular career choice for many creative graduates. The Publishing Business is a modern guide to the publishing process. It explores how publishing is adapting to the digital culture, describes current roles and practices, and provides much food for thought on how publishers can ensure their skills remain relevant in the digital age.
Using popular and current examples, Kelvin Smith demonstrates that to succeed, publishers must prove their commitment to producing accurate, attractive and well edited content, their ability to innovate pioneering digital technologies and their dedication to promoting their titles to new audiences.
If your ambition is to succeed in the world of publishing, owning a copy of The Publishing Business is a must. It is an invaluable guide to understanding what book publishing is and what it might become. Ideal for students wanting to discover which part of the publishing process is for them, and all those who wish to fully grasp the debates and industry developments revolutionising publishing today.
Beautifully designed, thoroughly illustrated and packed with examples of publishing practice, this book launches AVA’s Creative Careers series, the first stop for creative graduates looking to bridge the gap between academia and their first job in the creative industries.
A unique publication, illustrated in full colour, with recognisable and up-to-date visuals throughout. Includes diagrams such as budget breakdowns, ‘How to make a bestseller’, a closer look at new publishing media, ‘Creating a brand for a series’ and workflows for every major department in a modern publishing house.
Gives you the opportunity to explore the world of publishing further through recommended reading, case studies, online resources, discussion questions and activities. Also includes a glossary of key publishing terms.
Case studies: Bertelsmann and Random House; Amazon and EBSCO; Frankfurt Book Fair; A guide for dummies; Horrible Histories; Print and digital at the university presses; Persephone Books.
The Publishing Business explores the entire publishing process from writer to reader; passing through the key activities performed in the editorial, design, production and marketing departments.
Beautifully designed, thoroughly illustrated and packed with examples of publishing practice (from children's to academic publishing, to best-selling paperbacks) this is an essential introduction to a dynamic industry. By clearly laying out the tasks and responsibilities of those involved in the publishing process, Kelvin Smith provides students and entry-level professionals with a practical and accessible introduction to the world of professional publishing.
About the Author
Kelvin Smith has extensive experience of developing innovative postgraduate publishing programmes in higher education institutions in UK, Africa and Europe. He provides consultancy on publishing education, including course and materials development, advice on funding applications, and related monitoring and evaluation activities.
Table of Contents
Preface: The context of contemporary publishing
People and Publishing: Who does what in different types of publishing?
Chapter 1: Fundamentals of publishing
A very short history of publishing
The turbulent present - technology and intellectual property
Preparing for a future in publishing - knowledge and skills required
The global and local fundamentals
Case Study: Bertelsmann & Random House
Chapter 2: The choices publishers make
Varieties of publication - publishing sectors - markets and audiences
Print, e-book, i-books, m-book and other applications
Journals, magazines and other regular publications
Who will pay, and how?
Case study: Amazon, EBSCO, and different routes to the reader
Chapter 3: Writers, readers, and intermediaries
Authors, illustrators, creators and their rights
Agents and other gatekeepers
Networks, opinion formers, and curators
Channels to readers, buyers and other end-users
Case study: Frankfurt Book Fair - What does everyone do there?
Chapter 4: Editorial processes
Policy and planning - list building and market niches
Commissioning - research, networking, reputation and funds
Contractual matters - formats, platforms, territories, and languages
Editorial management - from submission to publication
Case study: Developing a successful list for a global market - A Dummies Guide
Chapter 5: Design and production - making “packages” for specific audiences
Appropriate platforms and formats for the content and audience
The importance of quality
Scheduling the publication process
Controlling costs and establishing prices
Case study: Design and Packaging for specific audiences - Horrible Histories
Chapter 6: Print and electronic publishing
Choosing from a variety of media, formats and platforms
Legalities of publishing in a wired/wi-fi world
Digital workflow and software standards
Communication and supply chains for print and e-publications
Chapter 7: Marketing
Sales and the supply chain to target markets
Communication through promotion, publicity and social media
Managing and monitoring budgets and schedules
Using data and feedback to monitor success and avoid repeating failure
Case study: Huffington Post - developing a readership and expanding the brand (HP will probably be launched in Europe by summer 2011)
Conclusion: The ongoing responsibility of the publisher - following trends or taking a stand?
The role of publishing in the 21st century
Publishing as a part of the global media landscape
Publishing as permanence, or publishing as performance
Publishing as an ethical profession: freedom of expression, critical thought, social responsibility
An environmental checklist
Further resources: Bibliography, web resources, book fairs, newsletters
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