IML 601:

PUBLICATION & PRODUCTION OF INFORMATION

MATERIALS
Week 4
TOPIC CONTENT

• Marketing and Economics of Publishing

• The principles and marketing

• Promotion and distribution
• Online marketing
• Royalties
• The role of Book Town
LEARNING OUTCOMES

By the end of the session, students will be able

to:
• Understand the principles and marketing
• Understand promotion and distribution
• Understand basic online marketing
• Understand royalties mechanism
• Understand the role and importance of Book
Town
Marketing - Definition

• What is marketing?
• Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.
- American Marketing Association
What is marketing?

PROCESS

MARKETING

PRODUCTS
CUSTOMER
&
& CLIENT
SERVICES

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Book Marketing

• Book marketing means the management,

the distribution and all the related
activities of profit-making organizations in
market which is related with books.

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Marketing Strategies

• Marketing strategies consist of selecting a

target market and developing a marketing
mix to satisfy that market’s needs.
– A target market is a defined group of
consumers or organizations with which a firm
wants to create marketing exchanges and
relationships.
– A marketing mix is the overall marketing offer
to appeal to the target market.
The Principles and techniques
marketing
• Advance Information Sheet
• the promotion assistant prepares the book’s advance
information sheet (AIS) which contains bibliographic
information, synopsis, blurb, contents, main selling
points, market profile, author biography.
• It is then mailed three to nine months ahead of
publication to all the people who help sell the book
• They need the information to enter the title in their
catalogues to secure advance orders.

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Study of Consumer Needs

• Around manuscript delivery, the author

completes a questionnaire.
• The author will supplies personal
information, a biography, a
advertisement, a short synopsis, the
book’s main selling points and intended
readership or applicability courses, lists of
print and broadcast media that might
review or publicize the book.

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Promotion & distribution

• Display Catalogue
- The aims of catalogues
– The books or other are to present the firm and
publication materials its products attractively so
can be displayed on that buyers select its wares
various formats of and to act as an informative,
readily understandable and
book display accurate reference so that
shelves, for example products can be ordered
display wall shelves, easily through the supply
glass display chain at home and abroad.
shelves, etc.

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Promotion & distribution
• Educational, academic and
professional publishers
usually arrange their
catalogues by subject or by
groups of allied subjects.
• Catalogues are produced
annually to cover the
following year’s publications,
or six monthly or more
frequently.
• Publishers also produce
annually complete
catalogues containing
summary information on all
new and backlist title.

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Promotion & distribution
• Book reviews
– Once bound copies are
received, a review list is
prepared, tailor-made for
the title, taking account
of the author’s ideas and
contacts.
– The review copies are
sent out with a review
slip which details the
title, author, price,
binding, ISBN and
publication date and
request a review.

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Promotion & distribution
• Bibliographies
– Giving the main bibliographies
accurate information on each
title at the right time is essential
and promotes the book
worldwide cheaply.
– The statutory obligation to send
6 complimentary copies to the
copyright libraries, ensures that
the title is listed in the weekly
additions to the British National
Bibliography (BNB) or Malaysia
National Library and alerts the
libraries.
– The advantage of sending the
British Library or MNL
information earlier so that they
can prepare the Cataloguing in
Publication (CIP) entry is that
the book is listed in the BNB

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Additional Publicity and Promotion
Techniques
• Free publicity and public
relations
- Engineering free publicity in
the print and broadcast
media is more important in
consumer book publishing
than in any other effort.
- Publishers should make a
contact with press and
magazine editors, journalist,
radio and television
producers.
- At the manuscript stage, the
publicist targets the market
and formulates a publicity
plan.
The key part is identifying the
appropriate media that would be
interested and helping them
making decision.
- Coverage is gained from
features, author promotions, press
releases, parties etc..
- Other publicity involves
informing the trade press about
the firm, distributing bound proof
copies to influential people,
entering titles for literary prizes,
helping to plan and attend
exhibitions, maintaining contact
with the publishers association
etc..
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Additional Publicity and Promotion
Techniques
• Book Fairs Book fair can be divided into two
main categories:
– Frankfurt Book Fair Rights fairs, where publishers
– London Book Fair sell rights in books to
– Singapore Book Fair publishers form other
countries, and also meet
– Kuala Lumpur agents and representatives.
International Book Selling fairs where books can
Fair be sold to the visitors from the
stands.

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Online Marketing
• Online marketing – often called
Internet marketing or e Marketing –
is essentially any marketing activity
that is conducted online through the
use of internet technologies. It
comprises not only advertising that
is shown on websites, but also
other kinds of online activities like
email and social networking.
• Every aspect of internet marketing
is digital, meaning that it is
electronic information that is
transmitted on a computer or similar
device, though naturally it can tie in
with traditional offline advertising
and sales too.
Early internet giants like Yahoo
and Amazon launched their online
platforms in the mid-1990s amid a
wave of new search portals,
including Alta Vista, Excite and
Infoseek.
Google launched in 1998, taking
search to a new level of accuracy
and convenience. Other
commercial websites, like the
auction site eBay, began to
dominate the web, solidifying the
interactive and global commercial
potential of the internet.
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Online Marketing
In 2004, the concept of “web 2.0” – the interactive,
commercial, cooperative and user-centric web – exploded
into public consciousness. Its main characteristics were the
rise of social networking, the invention of tools that made
creating and customizing personal pages increasingly
simple, and the big push by online marketers to make their
advertising and products more accessible and desirable to
online markets.

Commercial strategies have become more prevalent and

innovative since then. Recent years have seen a growth in
web consciousness as users become more adept at
filtering and steering online content.
Social media marketing

Social media has made an indelible mark on the

web landscape and, concurrently, on marketing
tactics. Social media marketing involves using
peer recommendations, sharing, building brand
personality and addressing the market as a
heterogeneous group of individuals.

It also uniquely encourages customers to create

content and buzz around a product themselves.
What is economics of publishing?

• Economics of publishing is where all the

parties involve in publishing need to get
profit.
• The important in publishing industry, the
publisher must determine a formula to
determine the price of a book which in
ensure the parties involve will get a fair
percentage of the cake.
 Examples of economics of publishing:-

Category Income Expense

Income from sale of books 78,000
Expenses
Advance to author 10,000
Line editing (sent out) 200
Typesetting, ca. $10/pg without disk 3,000
Cover (designer, artist, typesetting) 3,000
Dustjacket prepress & printing 4,000
To prepare printing process at plant 1,000
Printing, paper, and binding, roughly
$3/book 30,000
Normal standard advertising and promo
$1/book* 10,000
Royalties to author (minus advance)** 5,844
Subtotals 78,000 67,044
Total Nett 10,956
Definition of Royalty
• Compensation for the use of property,
usually copyrighted works, patented
inventions, or natural resources,
expressed as a percentage of receipts
from using the property or as a payment
for each unit produced.
Book Royalties

• Percentage of the sales price earned by

the author on sold copies. These are
generally charged against the advance
until it is earned out.
• Usually royalties is agreed upon by
publisher and the writer under Publishing
Agreement.
.

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Factor affect the market

• Reading habit
• Language
• Economy
• Publication concept
• Education level
• Existence of new author

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Book Town
• A book town is a town or village with a
large number of used book or
antiquarian book stores. These stores
and literary festivals, attract bibliophile
tourists. A number of the book towns
are members of the International
Organisation of Book Towns.

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Book Town
• A Book Town is a small rural town or
village in which second-hand and
antiquarian bookshops are
concentrated. Most Book Towns have
developed in villages of historic
interest or of scenic beauty.

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Book Town
• The Book Town concept was initiated
by Richard Booth in Hay-on-Wye,
Wales, U.K.

• It offers an exemplary model of

sustainable rural development and
tourism. It is one of the most
successful new tourism developments
and is being followed in many
countries.
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Book Town
• Five European Book Towns: Bredevoort (The
Netherlands), Fjaerland (Norway), Hay-on-Way
(Wales), Montolieu (France), and Redu (Belgium),
jointly have completed the 24 months’ EU-project
UR 4001 : European Book Town Network - a
Telematics Application based on a Model for
sustainable Rural Development based on Cultural
Heritage, in cooperation with Vestlandsforsking ,
Norway and Luton University, England.

• As one of the results of this project, the

International Organisation of Book Towns, the
"I.O.B.", has been founded.

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Book Town
The aims of this International
Organisation are to

• raise public awareness of book towns and

stimulate interest by giving information via
internet and by organising a International
Book Town Festival every second year;
• enhance the quality of book towns by
exchanging knowledge, skills and know-how
between the book towns and their individual
book sellers and other businesses;
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Book Town
• strengthen the rural economy by making
propaganda for the existing book towns and by
offering a medium (e-commerce) to the book
sellers, by which they can offer their books to an
universal public, also or specially in the quiet
season ("winter economy");
• undertake other activities which can serve the
interests of book towns and strengthen independent
businesses in book towns, e.g. stimulating the use
of information technology;
• help in these ways maintaining regional and
national cultural heritage and to stimulate the
international public to get acquainted with it.

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Book Town
The I.O.B. organises an International Book Town
Festival approximately every second year. The
International Book Town Festival took place in:

– 1st 1998 in Bredevoort, The Netherlands

– 2nd July 2000 in Mühlbeck-Friedersdorf, Germany
– 3rd July 2002 in Sysmä, Finland
– 4th May 2004 in Wigtown, Scotland
– 5th June 2006 in Fjærland, Norway
– 6th May 2008 in Montereggio, Italy
– 7th September 2010 in Wünsdorf-Waldstadt, Germany
– 8th February 2012 in Langkawi, Malaysia
– 9th May 2014 in Tvedestrand, Norway

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Book Town
Malaysia has two book town

• Kampung Buku Langkawi, Malaysia (3

December 1997)

• Kampung Buku Melaka, Malaysia (17

April 2007)

What happen to the book town?

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