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Publishing
Principles and Practice



September 2011 | 240 pages | SAGE Publications Ltd
"This is an indispensable and highly-readable study of the publishing industry past, present and future. For students and professionals in publishing it provides an authoritative, up-to-date and reliable account of their complex and rapidly changing industry. For those interested more broadly in the role the creative industries play in the modern world this is a fine introduction. It is to be highly recommended."
- Iain Stevenson, Director, UCL Centre for Publishing

At last, a readable, authoritative and comprehensive book for students, readers and practitioners in print and digital publishing.

The book guides the reader through the history of publishing and the main issues facing the industry today. Among these are:

  • Legal conundrums
  • Cultural conflicts
  • Trade practices
  • Publishing within and across sectors
  • Editorial requirements
  • The challenge of electronic publishing
  • Making your ideas count in print
  • Rationalization and the growth of corporate publishing cultures

The result is an exciting one stop guide, written with real flair and aplomb. Packed with helpful real-world examples and illustrative interviews this practical resource leaves no stone of the publishing industry unturned.

 
Introduction
 
Chapter 1: A History of Books
The First Paradigm: From Vellum Codex to Print Book  
1475-1533: The Early English Trade  
1533-1694: Age of Control  
1694-1774: Rise of 'The Publisher'  
1774-1935: Era of the Publishing Firm  
1935-1970: The Paperback Revolution  
1965-Now: Conglomerate Publishing  
 
Chapter 2: The Publishing Process
The Value Chain  
The Editor's Task  
The Production Process  
Architecture of the Book  
Printing, Paper & Bookbinding  
Budgeting a Book  
Author-House Relations  
Agents  
Writers  
Readers  
 
Chapter 3: Sectors in the Anglophone Model
Consumer or Trade Books  
Academic, Scholarly or Higher Education Publishing  
Professional and Journal Publishing  
Education  
English Language Training  
Reference  
Children's Books  
Religion  
Leading Revenues by Sector (U.S., UK, Europe & Japan) in 2009  
 
Chapter 4: Craft to Corporation
Brands  
The Business of Publishing  
The Corporatisation of Books  
Corporate Strategies  
The Mechanics of Mergers  
The Rise of the Big Five Trade Publishers  
The Twenty-First Century  
 
Chapter 5: Copyright and Publishing Law
The Statute of Anne  
Timeline of Copyright and Intellectual Property Law  
Copyright Today  
Defamation and Libel  
Seditious Libel  
Malicious Falsehood  
Obscenity  
Libel & Libel Tourism  
Copyright Infringement  
Moral Right and Integrity  
Digital Law  
Fair Use and First Sale in the Digital Age  
 
Chapter 6: Rights and Contracts
Book Club Rights  
Paperback Rights  
Translation Rights  
Serial Rights  
Territorial Rights  
Other Anglophone Markets  
Publishing Contracts  
Contract Clauses  
Subsidiary Rights in Contracts  
 
Chapter 7: Marketing, Promotion and Bookselling
The Marketing Jigsaw  
Sales Timeline & Techniques  
The Blurb  
Business to Consumer (B2C)  
Prizes and Sales  
Bookselling Practice  
How and Why Books Sell  
Discounts, Sale and Return  
 
Chapter 8: The Era of Digital Publishing
The Internet  
Open Source Culture  
Social Networking  
Broadcasting v. Networking  
Media Regulation  
Advertising  
Guerilla Marketing  
Piracy & Digital Music  
Print on Demand (POD)  
Google Books  
E-Books  

This is an indispensable and highly-readable study of the publishing industry past, present and future. For students and professionals in publishing it provides an authoritative, up-to-date and reliable account of their complex and rapidly changing industry. For those interested more broadly in the role the creative industries play in the modern world this is a fine introduction. It is to be highly recommended.

Iain Stevenson
Director, UCL Centre for Publishing

Written for anyone wishing to learn about the Anglophone publishing industry, this text fills a long-standing gap in the market. It covers each of the publishing functions, as well as the processes associated with creating and disseminating print and digital products... Guthrie's text is an industry overview for professionals, but is scholorly enough to make it an ideal student textbook.

Penelope Woolf
Editorial Director, Oxford University Press and Honorary Lecturer, University College London

Absolutely first rate. I wish I'd had a text like this in front of me when I started Black Sparrow in 1966! Everything is organized and laid out in the most helpful way. I shake my head when I realize I had to discover how to publish books, the hard way, through trial and error. Publishing is a remarkable achievement.

John Martin
founder of Black Sparrow Press

'This is a very concise and easy to understand summary of the publishing industry. The book covers all the different stages that go into publishing a book, from acquisitions to marketing. Guthrie even has sections on the history of the book industry from the beginning, leading to the ebook craze. Guthrie manages to be honest about the different arguments, and gives a very good look at both sides of every argument. For anyone remotely curious about the nuts and bolts of the industry, this book is probably what you are looking for.'

Goodreads.com Review

'Guthrie’s book provides a comprehensive guide to publishing issues some other sources skim over. Subjects such as possible cultural conflicts and varying trade practices are explored accessibly but authoritatively. While Guthrie writes about both publishing and self-publishing, Publishing: Principles and Practice is laid out for maximum usability, allowing readers to search out relevant passages with ease. Guthrie writes in a welcoming, almost casual style mixing in interviews and real world examples to illustrate his assertions and stop things stagnating.'

standoutbooks.com Review

Provides the reader with a detailed account of all aspects of the publishing process with excellent and vivid examples.

Online Journal of Communication and Media Technologies

Fantastic textbook. Clear and plain speaking. Excellent coverage and shifts between basic and complex material quickly.

Professor Joe Cain
Science & Technology Studies, University College London
July 24, 2017

Great book, ideal for our MA in Publishing.

Dr Leah Tether
Department of English & Media, Anglia Ruskin University
June 29, 2012

This is a very welcome book! Excellently written, with lots of the key details new students of publishing need to know!

Dr Samantha Rayner
Dept English, Film, Communication and Media, Anglia Ruskin University
October 19, 2011

Sample Materials & Chapters

Chapter One


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Richard Guthrie

Richard Guthrie is a researcher of print and digital book publishing with twenty years media production experience. He has a MA and PhD in publishing studies and has lectured in Publishing Studies at the University of Greenwich, London. ... More About Author

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