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PDF The Publishing Business A Guide To Starting Out and Getting On Second Edition Edition Ramdarshan Bold Ebook Full Chapter
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Introduction
People and publishing: who does what in book publishing?
Chapter-by-chapter
4 Editorial processes
Policy and planning: list building and market niches
Commissioning: research, reputation and funds
Contractual matters: formats and co-editions
Editorial work: from submission to publication
Case study: A Guide for Dummies
Interview: Anne Meadows, Commissioning Editor, Granta and
Portobello Books
Summary
7 Rights
How different rights developed
Range of rights
Who is involved in selling rights
Case study: The rights potential of children’s books
Interview: Jason Bartholomew, Rights Director, Hodder & Stoughton
Summary
Conclusion
Glossary
Bibliography and resources
The publishing year: book fairs and other major publishing events
Index
Picture credits and acknowledgements
Introduction
The purpose of this book is to teach you something about the many
elements that make up modern publishing practice. Publishing is one
area where the impact of information technology was felt early on, but for
some years, this was mainly confined to the ‘back office’ areas of
origination and production of texts and illustrations. In recent years, the
effects of the digital culture have swept rapidly through the industry all
the way from writers to readers. The way in which publications are
written, designed, produced, promoted, distributed and read has
changed; and the financial models and legal structures that have been
central to publishing for many decades have been challenged. For
example, self-publishing is now a viable, and vibrant, route for authors
and has become an important part of publishing industry discourse. We’ll
explore both traditional and non-traditional publishing models in this
book.
The Publishing Business provides you with ways to understand what book
publishing is and what it might become. It encourages you to acquire the
skills and knowledge that will be vital to you as you continue your life in
publishing. The book aims to make sure that you have a sound foundation on
which to base your further studies of editorial, rights, production,
marketing, distribution or finance, in whichever specialist area of book
publishing may beckon as your career develops.
You will never stop learning about publishing. So now is the time to
develop the habit of following up all links and references, grasp new
technologies and new business models, read the trade press, blogs and
specialist websites, follow publishers, publishing professionals, and authors
on social media, set up your own book-related blog, vlog, Instagram,
Pinterest account etc., attend events hosted by organizations such as The
Society of Young Publishers, Young to Publishing, BookMachine, Byte The
Book etc. Never lose an opportunity to see what others are thinking, saying,
writing and dreaming about publishing, and try to contribute to the
conversation yourself.
Throughout the book you should take the opportunity to stop and think
about what you are learning, and to get used to the idea that there are
sometimes no right or wrong answers. Good publishing often comes down to
sound judgement, and you should make this your goal. Learning about
publishing is an ongoing activity and you need to keep an open and agile
mind to make sense of the changes that are taking place. This may sound
challenging, but it will be worth it!
Types of publishing
To some extent, the jobs people do depends on the type of publishing they
are engaged in. So it’s important to understand what these types of
publishing are before we start.
Publishing departments
All publishing companies have their own organizational structure, but the
following gives a flavour of the way in which the departments might typically
be set up, and the roles within them. All of these departments report to the
Managing Director (UK); Publisher or Chief Executive Officer (CEO) are among
the titles used in the United States. This person is ultimately responsible to
the owners or shareholders for the continued success and profitability of the
company. Not all publishing companies will include every job role and many
publishers, particularly small companies, will have overlapping roles e.g. if
you work for a small, independent publisher your job might include both
editorial and marketing aspects.
Editorial department
The editorial department manages the acquisition or commissioning of new
publications, liaises with authors and controls the development of a project
into a finished book.
• The Editorial Director or Publisher (often the same person) manages the
editorial department and is responsible for the overall success of the list,
and the financial viability of the publishing programme.
• Commissioning Editors (UK), Acquisitions Editors (United States) or
Sponsoring Editors (North American educational publishing) are
responsible for identifying authors and developing projects with them.
They play a central role in defining the development of the publisher’s
list, and negotiate the terms of the author–publisher contract with the
author or the agent.
• Senior Editors in the tertiary and STM sector (also called Publishing
Editors or Product Managers) manage publications in a particular subject
area, such as journals, monographs and digital resources. They work with
external Journal Editors, Series Editors and other Editorial Advisors,
drawn from academic departments and research institutes.
• Managing Editors look after schedules and costs, and may also manage
the work of other in-house editors, freelance copy editors and
proofreaders.
• Development or Project Editors work closely with the author during the
writing stage to ensure that the work is progressing to schedule, in the
format agreed and to the required standard.
• Educational and ELT Editors often have teaching experience, and tend to
have a hands-on approach to the development of the publishing projects
under their control. Their knowledge of the curriculum and teaching
practices is vital to success.
• Production Editors are responsible for taking the book through the design
and production process, working closely with the Production Department
(see below).
• Copy Editors prepare the text for production according to an agreed house
style. Proofreaders check the work for errors and omissions.
• Picture Editors/Researchers (often freelance) source pictures for the
work, and ensure that permissions are obtained and appropriate fees
negotiated.
Marketing department
The marketing department is responsible for the branding, packaging,
publicity and promotion of the firm’s output, and has input into what a firm
publishes.
• The Marketing Director is in charge of this department and is responsible
for developing and protecting brand value.
• Marketing Managers prepare and manage campaigns for imprints, series
and individual titles. They work closely with editors preparing sales copy
and providing metadata (e.g. bibliographic data) to Nielsen BookData
and retailers such as Amazon.
• Promotion Managers prepare physical and digital promotion materials,
such as catalogues, brochures, websites, mail and email shots, and social
media content through platforms such as Twitter, Facebook, YouTube,
Snapchat and Instagram.
• Publicity Managers deal with the press and other media, and arrange
special publicity events and author appearances.
• SEO and Social Media Managers manage social content through the
corporate social media accounts. They manage and develop social media
campaigns, research keywords and link-build campaigns, and build online
communities.
Sales department
The sales department is responsible for ensuring the publications move
profitably through the channels of distribution to the end user.
• The Sales Director runs this department and his or her detailed knowledge
of what is selling through various channels – e.g. chain bookshops such
as Waterstones or Barnes & Noble, supermarkets such as Tesco or
Walmart, independent bookshops, online channels etc. – is vital to the
commissioning process.
• Sales Representatives work with major trade customers, pushing new
titles, negotiating special promotional deals and handling a wide range of
customer service functions.
• Education, ELT and Academic (UK) or College (United States)
Representatives visit appropriate institutions to discuss the adoption, i.e.
the inclusion of the titles in the curriculum, of the company’s titles with
teachers.
Rights department
The rights department is responsible for fostering content across as many
territories, formats, and languages as possible through selling rights such as
translation, audio, and film and TV rights. This not only maximizes income,
through rights sales, but it also increases visibility of the titles to different
territories and audiences.
• The Rights Manager is in charge of the department and coordinates the
whole process of selling rights to maximize the financial profit of a book,
from initiating the sale of rights to negotiations over the contracts.
Finance department
The finance department looks after the company’s economic affairs. It also
includes the team that track sales and ensure that sales and rights income
are collected when due, and that royalties to authors and commissions to
sales agents are paid accurately and on time.
• The Financial Director runs the finance department. He or she is a key
member of the senior management team, and ensures that individual
departments prepare and keep to budgets, and manages all payments and
receipts.
Chapter 7: Rights
Buying and selling rights is an important part of the publishing process,
particularly as the opportunity to foster content across new formats and
territories grows. This chapter focuses on the processes involved in buying
and selling different types of rights – e.g. translation rights, US rights,
audio, large print and television and film rights – and the importance of
getting titles into as many different territories, formats and languages as
possible so that authors continue to reach new readers, and publishers
generate new revenue streams.
Additional materials
There is a wealth of material provided in appendices. Student resources
include a glossary, bibliography, a list of web resources, blogs and
newsletters, and details of book fairs and publishers’ associations.
Typesetting
Gutenberg’s typesetting was not the first; the Chinese had produced printed
books since the ninth century, but it was very difficult to typeset in Chinese
because of the vast number of characters required to produce a printed text.
On the other hand, moveable type could more readily be used for Latin, Greek
and Cyrillic alphabets, which have a smaller number of letters. Arabic fonts
were developed in sixteenth-century Europe, but typesetting in the Arabic
alphabet using moveable type was not fully developed until the nineteenth
century.
Using images
From an early date, printed publications also contained illustrations, and the
use of both words and images to spread knowledge and ideas became a major
element in cultural, social, economic and political discourse. The profound
power of words and images to influence the way in which people interpret
their lives and societies remains just as strong in our times, where digital
technologies have now added to the range of ways we can create publications
and reproduce and distribute text and images.