Publishing III BWR303
DescriptionLearn how to manage a publishing business. Develop your ability to plan and manage a publishing business. Publishers are continually needing to consider: What to publish? Some establish a limited repertoire of publication activities, focusing on academic books, novels, westerns, romance novels, text and educational books, informative or self-help books or material on specific topics such as health and wellbeing, ostrich farming etc., fashion or gardening magazines, music scores etc. Other publishers will engage in a wider range of activities, publishing books, journals, monographs and newspapers in their different branches. The nature of the publishing enterprise will determine what kinds of…
Frequently asked questions
This course will help you understand business requirements and practices in the publishing industry.COURSE CONTENT
There are seven lessons in this module/course as follows:
- What to publish? - Deciding what and how to publish: market analysis, sponsorship, advertising, reader demand, industry support, distribution channels
- Planning a New Publication
- Costing a New Publication
- Resource Management - Managing physical, human and intellectual resources
- Risk Management - Legal considerations, insurance, staff wellbeing
- Managing Writers
- Managing Production & Distribution - Cost, timing, quality control, accuracy
- Understand the important considerations that affect the decision of what to publish.
- Prepare a plan for developing and producing a new publication.
- Manage financial requirements for the production of a new publication.
- Develop procedures for management of staff and other resources in a publishing business, small or large.
- Demonstrate insight into the different types of potential risks in a publishing business, including legal, financial and health risks.
- Develop an improved capacity to work effectively with authors
- Develop procedures for the management of production, and distribution of a publication.
Some of the activities you will be required to do in this course are:
- Research the kinds and styles of works produced by three different book publishers;
- List market research strategies that a publisher might use to decide which proposal to develop;
- Research the percentage of publication given to advertising and graphics in three e-zines or books;
- List the information that a publisher might want to research before either (i) commissioning a new children\'s book (choose the topic), or (ii) starting up a new magazine aimed at 8-12 year old children
- Investigate the costs involved in cash and/or in resources in producing a particular publication
- Write up a budget for the publishing of one issue of a local newsletter in two colours
- Identify factors that contribute the very different retail prices of books and magazines
- Prepare a draft business plan for a publishing business of your choice.
- Investigate insurance policies that would be relevant to the publishing industry
- Define publishers\' responsibility in regards to copyright
- Explain how a publisher would find a freelance writer and the process for contracting them
- Briefly explain the importance of a photo library.
- Track the process of a best seller and collect information on the marketing/advertising/selling process
- Writedifferent procedures which would be relevant to management of the production and distribution of a new e-zine, new magazine or new industry newsletter.
Extract from Course Notes of this course:
What staff will be required during the production stages?
- specialist writers
- editors and proofreaders
- photographers, illustrators, graphic designers, desktop publishers
- web designers
- admin staff
What specialised equipment is required?
- technical equipment computers, printers
- access to photo libraries and research facilities
- Will offshore or local printers be used? Offshore may be less expensive but will take longer and incur higher freight costs.
- Is colour printing required?
Marketing and distribution
- warehouse or storage facilities
- distribution channels
- retail outlets
If the publication is a book, newspaper, magazine, journal or other printed matter, also consider the materials required:
- What paper will be used?
- What cover is suitable (soft or hard)?
- How will it be bound?
Market research is essential to making accurate or reasonable predictions:
- What is the number of likely readers?
- What is the proposed circulation?
Distribution involves the method and points of distribution, and the quantities to be distributed:
- Will the publication be sold or free?
- Will it be distributed through one-off sales or subscription, or supplied with something else, such as a society membership?
- Would it be better to use single or multiple distribution points?
Each publisher will answer the question, ¢‚¨≈ìWhat to publish?¢‚¨ù differently. Some establish a limited repertoire of publication activities, focusing on academic books, novels, westerns, romance novels, text and educational books, informative or self-help books or material on specific topics such as health and wellbeing, ostrich farming etc., fashion or gardening magazines, music scores etc.
Other publishers will engage in a wider range of activities, publishing books, journals, monographs and newspapers in their different branches. The nature of the publishing enterprise will determine what kinds of texts they will publish, and how they choose which texts to publish.
All publishers share one thing in common though: that being their primary concern is to maintain a viable business operation. This course focuses on the Business side of publishing.