PUB202 - Publishing Workshop

Course description

The Publishing Workshop course covers the following topics:

Book Publishing Overview
Instructor: David Pallai
This module offers an overview of who does what and why in book publishing, providing broad professional knowledge of book acquisitions, sales, marketing, advertising, distribution, management, and the financial and legal professional areas of the industry. Students are expected to gain an understanding of the structure of these areas of the industry, who the publishers are, what they produce (from books to CD-ROMs to material delivered via the Internet), how they produce their products, who constitutes the market in the various areas, and how the publishers reach those markets.

Book Editing
Instructor: Alice Peters
Building on the knowledge acquired during the Editorial Principles & Practices module of PUB201, students will have an opportunity to examine the role of an editor beyond the basics of copyediting and proofreading. The module examines the many responsibilities of book editors in a publishing company, including acquisitions, negotiations with authors, substantive editing, developmental editing, scheduling, and production.

Marketing & Publicity for Book Publishers
Instructor: Lissa Warren
This module analyzes current methods used in targeting and reaching readers—directly, through bookstores, and via the media. Specific marketing topics include determining the promotional budget; liaison with authors and editors; soliciting blurbs; creating catalogues and book-specific promotional items; supporting the sales representatives with tip sheets and other materials; advertising; in-store co-op; Web marketing and author websites; direct mail; arranging displays at professional conferences; book clubs; academic marketing; trade shows; special promotional opportunities with other companies; and outreach to booksellers. Specific publicity topics include the state of the book review and how to get a book reviewed; securing profiles and other forms of print media, as well as radio and television interviews; selling excerpts to magazines and newspapers; the publicity process; tours and author events; outside publicity support; the art of the pitch; the art of the interview; crafting the press material; launch parties; book awards; common author concerns and questions; communicating your successes; and what to do if a book is not getting the media attention it deserves

Book Workshop
Instructor: Alice Peters
In this workshop module, student groups form a publishing company in order to have hands-on experience with all aspects of the publishing process. Manuscripts will be provided as a basis for the development of an editorial mission for the hypothetical company. Students will conclude publishing agreements with the 'author' and prepare the manuscript for publication, including developmental editing and copyediting, setting production specs, design and layout (typesetting/formatting) of the interior, and book jacket design. Administrative procedures, including application for copyright and CIP will also be required. Students will create marketing, publicity, and subsidiary rights plans based on their financial projections for the title, and they will prepare the required corresponding materials. Each group will produce a printed book.

Prerequisites
PUB201: Foundations of Publishing. Can also be taken concurrently with PUB201