PUB200 - Certificate in Publishing

Course description

The Business of Publishing
The Business of Publishing addresses the range of business practices in the publishing industry. Students are provided with an understanding of: the underlying business structures governing the book and magazine publishing industries; changes in publishing as a result of the mergers, and international markets; online publishing, and new technologies including e-books, e-publishing models, and the future of electronic delivery of intellectual property; copyright law, libel, and media ethics; the relationship and tension between the creative processes of publishing and the generation of sales revenue; the management structure of publishing companies; and publishing decision-making processes. The course discusses the revenues, costs and financial practices of book and magazine publishers.

Publication Design & Print Production Strategies
This module introduces graphic design in the context of the book and magazine publishing industry. Topics include the principles of design and typography, the process of design, choosing a format, obtaining quotes from printers, building and using grids, producing mockups, making design presentations, the effective use of illustrations and photographs, and working with a printer and costing a design project. Students will learn to work with popular desktop publishing software such as QuarkXpress, InDesign, and Photoshop.

Editorial Principles & Practices
A comprehensive overview of the skills and uses of editing. The module includes acquiring the skills of copyediting, followed by an application of those principles to actual editing projects. A strong foundation in copy editing, grammar and usage, punctuation, and proofreading is emphasized. Students will also focus on comprehensive editing: readable style, clear organization, editorial planning and management, and effective visual design. Students also learn how to formulate an editorial mission for magazines or books, and to work with writers to help reach editorial objectives.

Publishing Law, Copyright & Literary Agents
This module covers basic principles of publishing law and contracts that permeate so many aspects of the book and magazine publishing industry, including intellectual property law, and standard publishing agreements between authors and publishing companies. In addition, the course will cover the role and practice of literary agents. Students will be provided with an understanding of the real-world copyright and trademark issues that arise on a daily basis in the publishing industry; of the publishing contracts and licenses used by editors, authors, agents and packagers alike; and of the importance of libel, privacy and publicity review, and other preventative “vetting” measures used in the editorial process to avoid liability. While the course is particularly appropriate for students interested in developing their skills in the rights, contracts, copyright and permissions functions of a publishing company, the legal and deal-making skills covered in this course will be useful for almost any role in the industry.

Book Publishing Overview
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
Building on the knowledge acquired in the Editorial Principles & Practices module, 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
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
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.