The Professionals' Guide to Publishing: A Practical Introduction to Working in the Publishing Industry

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Format: Paperback
Pub. Date: 2011-03-28
Publisher(s): Kogan Page Ltd
List Price: $53.97

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Summary

The Professional's Guide to Publishingis a practical introduction to working in the publishing industry. The authors provide an overview of its many functions, including editorial, production, sales and marketing, ensuring that the reader has a firm understanding of each department's responsibilities and how they work cross-functionally. They also examine current and enduring trends in publishing including networking, supply chains and e-publishing.

Author Biography

Gill Davies worked for 26 years as an academic publisher and became the leading publisher in her field. She worked internationally, including in New York, and chaired the Council for Academic and Professional Publishing of the Publishers Association. She is Emeritus Professor of Publishing at the University of the Arts London where she was Course Director of the MA in Book publishing for five years. She has been an independent trainer for the publishing industry for over 15 years and is the author of the highly successful book Commissioning and Acquisition. Richard Balkwill set up Copytrain in 1992, offering training and copyright consultancies to publishers, as well as undertaking writing commissions. This followed 25 years as an editor and publisher in educational, academic and children's publishing. With widespread international training and teaching experience, he has also taught at Oxford Brookes and City University, and works for both UNESCO and WIPO on issues relating to copyright and intellectual property protection in the publishing and digital fields. He is also author of 12 books on subjects as diverse as copyright and railways.

Table of Contents

Acknowledgementsp. viii
Publishing - art or science?p. 1
Introductionp. 1
Editorial and marketingp. 4
What about quality?p. 8
Moneyp. 11
Risk and luckp. 14
Relationshipsp. 16
Conclusionp. 20
Further readingp. 21
Publishing as a businessp. 23
Introductionp. 23
Ownershipp. 24
Riskp. 28
Planning and management in publishingp. 31
Brandsp. 36
Marketingp. 37
The influence of accountantsp. 38
Takeovers and mergersp. 39
A new business model?p. 42
Case study: a profit and loss account for a publishing housep. 44
Conclusionp. 48
Further readingp. 49
The work of the commissioning editorp. 51
Introductionp. 51
A different challenge: working with authorsp. 52
An editor's main responsibilitiesp. 53
Your work loadp. 88
Case study: a profit and loss account for a bookp. 90
Conclusionp. 93
Further readingp. 95
Marketingp. 97
Introductionp. 97
The main tools of marketingp. 98
Marketing strategyp. 104
The marketing planp. 112
Two prototypes for marketing plansp. 122
Case study: working through a budget for a consumer bookp. 132
Conclusionp. 133
Further readingp. 135
Sales, distribution and the supply chainp. 137
Introductionp. 137
The function of sales departmentsp. 139
Discounting and returnsp. 146
How is the sales department organized?p. 149
Selling internationallyp. 150
Sales targetsp. 152
Distributionp. 152
The supply chainp. 156
Digital distributionp. 160
Conclusionp. 162
Further readingp. 162
Publishing services and productionp. 163
Introductionp. 163
Editorialp. 167
Designp. 173
Productionp. 175
Case study: worked examples of gross marginsp. 189
Conclusionp. 190
Further readingp. 191
Why publishers need to know about the lawp. 193
Introductionp. 193
Copyright: the bedrock of publishingp. 196
What's in a contract?p. 205
Data protection, human rights and patent lawp. 225
Worked examples of rates of paymentp. 227
Conclusionp. 234
Further readingp. 234
Understanding how rights and permissions workp. 235
Introductionp. 235
Subsidiary rightsp. 236
Identifying and clearing permissionsp. 255
Protecting rights in your own publicationsp. 264
Worked examples of subsidiary rights paymentsp. 271
Conclusionp. 278
Further readingp. 278
Careers in publishingp. 279
Introductionp. 279
Sector characteristicsp. 282
Editorialp. 284
Marketingp. 288
Rightsp. 290
Productionp. 291
Applying for jobsp. 294
Publishing is a people businessp. 295
Conclusionp. 297
Further readingp. 297
Glossaryp. 299
Indexp. 306
Table of Contents provided by Ingram. All Rights Reserved.

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