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 provides an excellent introduction to the breadth of technical and procedural issues influencing developments in contemporary publishing. It is recommended reading for anyone wanting up-to-date information about roles and responsibilities in this global industry.’
Dr Sally Hughes, Principal Lecturer in Publishing, Oxford Brookes University, UK
'I think the book is superb! It looks so much better than any existing textbook on the subject, and practises what it preaches: it is a real visual feast for a visual medium. I shall definitely be recommending it as the main source that students need for their course. A really great production feat!'
Brenda Stones, Lecturer for MA in Publishing Studies, City University
‘The Publishing Business provides an excellent introduction to the breadth of technical and procedural issues influencing developments in contemporary publishing. It is recommended reading for anyone wanting up-to-date information about roles and responsibilities in this global industry.
Dr Sally Hughes, Principal Lecturer in Publishing, Oxford Brookes University, UK
'Kelvin Smith's The Publishing Business: from p-books to e-books is the first book in the new Creative Careers series from AVA Publishing, and unlike other guides to publishing it's a visual feast... the book won me over with interesting facts and quotes about and from our industry, and for its skill at 'joining the dots', filling gaps in knowledge that all of us know we have.
Although designed primarily for publishing students this is a great book for anyone starting out in publishing to dip into and jargon-bust, from which they will emerge feeling more confident. And with so much gloom and pessimism about our future it's refreshing to read something both upbeat and measured.'
Rachel Maund, Marketability
'A must-read book aimed for all of us who want to keep the publishing business alive. Inspiring, comprehensive, insightful.'
Teresa de Andrés, Visual Mag, 2012
'An introduction to the publishing industry as it is today. It stimulates and promotes curiosity and investigation from the graduate to the accidental author and publisher. This is neither a history nor complete compendium of publishing today, but it is essential reading for anyone wishing to understand how the modern publishing world works and wants to play any part within it.'
Mick Rooney, The Independent Publishing Magazine, 2012
'The Publishing Business is an excellent reference and will offer students a strong introduction to the opportunities and challenges within the current state of the industry. I certainly wish I could have read it before I started my MPub degree, if for no other reason than to get up to speed on the terminology ... The Publishing Business is the first in Ava Academias Creative Careers series, and given its practical, comprehensive approach and clear, informative content, Ill be sure to keep an eye out for the series future titles.'
Iva Cheung, Editor and Publishing Consultant, ivacheung.com
'A beautiful book which is well laid out and thought through. It serves as an excellent introduction to the entire publishing business which does not overwhelm the brand new student, rather excites their appetite for the trade in an accessible way.'
Leah Tether, Senior Lecturer in Publishing, Anglia Ruskin University
'Books on publishing tend to be rather boring, but not this one. Written in a very accessible style, it is jam-packed with helpful information, insights and resources; it is also beautifully designed, imaginatively and richly illustrated, and with all sorts of nice touches. It is a real pleasure to dip into and is currently in the top spot on my coffee table!'
Hans Zell, Hans Zell Publishing
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