commission@2023: Table of contents

Table of contents
						Page
		Glossary				i
134917001- KM-01	Chapter 1	Overview of the publishing industry				1
	1.1	The history of publishing				1
	1.1.1	The history of publishing in print				1
	1.1.2	The history of digital publishing				2
	1.2	The characteristics of the SA publishing industry				2
	1.2.1	The SA publishing environment				2
	1.2.2	Organisations, structures and associations				4
	1.2.3	Literacy in SA				5
	1.2.4	Competing with (other) entertainment industries				6
	1.2.5	The need for publishing in indigenous languages				6
	1.2.6	Local and imported products				7
	1.3	The different market sectors (schools,	academic,	scholarly,
		trade fiction, trade non-fiction, journals)				9
	1.3.1	Market share of each different market sector				12
	1.3.2	Market dynamics and sales cycles				12
	1.3.3	Contribution of the sector to the economy				15
	1.3.4	The effects of the political environment on the sector				15
	1.3.5	Trends				16
	1.4	An overview of the publishing and book manufacturing process				17
	1.4.1	Terminology				17
	1.4.2	The uniqueness, accuracy and importance of the ISBN system				18
	1.4.3	The publishing value-chain				19
	1.4.4	Roleplayers in the publishing process				20
	1.4.5	Book production processes and specifications (print and digital formats)				20
	1.4.6	Elements of book design and typography				21
	1.4.7	Colour models and reproduction (RGB, CMYK)				22
	1.4.8	Printing, binding and finishing processes				23
	1.4.9	Relevant machinery, equipment and capabilities	software,	and	their	24
	1.5	Employment opportunities in the publishing sector				25
		Permanent roles in publishing companies
		Opportunities for freelancers
		Printing and warehousing, digital platforms
		Booksellers and retailers (print and digital)
134917001- KM-02	Chapter 2	Publishing list management				28
	2.1	Important considerations in list-building				28
	2.1.1	Concepts and principles of publishing list-building				28
	2.1.2	Business strategies				30
	2.1.3	List balance and variety				32
	2.1.4	Sales data analysis				35

	2.1.5	Market and trend analysis			36
	2.1.6	Market discount structures			37
	2.1.7	Short-term and long-term sales projections			38
	2.1.8	Stakeholder analysis			40
	2.1.9	Identifying suitable authors			42
	2.2	Front list management			44
	2.2.1	Identifying market opportunities			44
	2.2.2	Suggesting front list titles			46
	2.2.3	Confirming viability of front list suggestions			46
	2.3	Back list management			47
	2.3.1	Back list performance			47
	2.3.2	The purpose of feedback about published titles			49
	2.3.3	Backlist decisions / tactics			50
		Templates
		- Digital publishing front list
		- Publishing back list
		- Publishing front list
134917001- KM-03	Chapter 3	Research for publishing			54
	3.1	Marketing theory and terminology			54
	3.1.1	Marketing concepts, definitions and terminology			54
	3.1.2	Knowledge of the publishing environment in different market sectors			58
	3.1.3	Company and industry knowledge			59
	3.1.4	The purpose of collecting market information			60
	3.1.5	Sources and the use of existing publishing data			61
	3.1.6	The need for research at different stages of the publishing process			62
	3.2	Basic research principles and methodology			63
	3.2.1	Types of research			63
	3.2.2	The research process			64
	3.2.3	The ethical implications of and requirements research data (including research with children)	for	collecting	64
	3.2.4	Research instruments			65
	3.2.5	Formulating research questions			65
	3.3	Competitor analysis and knowledge			66
	3.3.1	Drawing up a competitor analysis			66
	3.3.2	Identifying unique selling points			67
	3.3.3	Selecting research			69
	3.4	Collecting, storing and recording data			69
	3.4.1	Information security, storage and archiving policies, procedures and systems			69
	3.4.2	The impact of successful coordination of documents information flow on organisational sustainability		and	70

	3.5	Analysing statistical data							71
	3.5.1	Formats for organising data							71
	3.5.2	Data categorisation							71
	3.5.3	Data errors and editing							72
	3.5.4	Data recording, data analysis and organisation							72
	3.5.5	Accessibility of information							73
	3.5.6	How to draw conclusions about market and market segments based on specific evidence / data							74
	3.5.7	How to contextualise findings based on specific evidence regarding markets, market segments and competitors within those segments							74
	3.5.8	The purpose of analysis, and analysis tools and their relevance							75
	3.5.9	Relationships between data parts, conjunctions and trends		differences,		correlations,			75
	3.6	Report-writing principles and methods							76
	3.6.1	Report-writing skills							76
	3.6.2	Report-presentation skills							77
	3.6.3	Format of a market intelligence report							78
		Templates - Market intelligence report
134917001- KM-04	Chapter 4	Publishing proposals							81
	4.1	Overview of publishing proposals							81
	4.1.1	Aim of publishing proposals							81
	4.1.2	Approval processes for new projects							82
	4.2	Understanding the market							83
	4.2.1	Important requirements for different market sectors							83
	4.2.2	Important considerations regarding different target markets		appropriate		product		for	86
	4.2.3	Identifying gaps in the market							88
	4.3	Conceptualising the product							89
	4.3.1	Applying critical-thinking skills and techniques for generating ideas							89
	4.3.2	Applying subject knowledge							92
	4.3.3	Identifying suitable authors							93
	4.3.4	Differentiating the product							94
	4.3.5	Determining the financial		sustainability	and	viability	of	the
		product
		-	Determining the format and deployment method of the
			product
		-	Setting the price and product viability
		-	Completing your product budget						94
	4.3.6	Budget errors, irregularities and discrepancies between projected costs and actual expenses (including the cost implications of changes at various stages of production)							99
	4.4	Content of the publishing proposal: proposal-writing methods
		and skills							100
	4.4.1	Market information and trends							100

	4.4.2	Competitor analysis						101
	4.4.3	Concept outline						103
	4.4.4	Customer value proposition						103
	4.4.5	Unique selling points						104
	4.4.6	Project team						104
	4.4.7	Project schedule						105
	4.4.8	Risks and opportunities						106
	4.4.9	Sales and marketing plan						106
	4.5	Presenting the proposal						107
	4.5.1	Selling an idea to others						107
	4.5.2	Presentation skills						108
	4.5.3	Presentation applications						108
		Templates - Publishing proposal - Product budget
134917001- KM-05	Chapter 5	Publishing finances						112
	5.1	Financial management concepts						112
	5.1.1	Financial concepts						112
	5.1.2	Financial terminology						115
	5.1.3	Business strategies						117
	5.2	Basic financial management		/	budgeting	principles	for
		publishing						118
	5.2.1	Spreadsheet applications as a financial management tool						118
	5.2.2	Basic statistical calculations and skills						119
	5.2.3	Financial calculations such as gross profit (GP), breakeven, and return on investment (ROI)						120
	5.2.4	Market discount structures						122
	5.2.5	Costs related to the publishing value-chain						124
	5.2.6	Cycles of royalty runs and stockholding						125
	5.2.7	Short-term and long-term sales projections						127
	5.2.8	Setting the price and product viability						129
	5.2.9	Quotes and estimates						131
	5.3	Publishing budgets						132
	5.3.1	The impact of budgets on organisational sustainability						133
	5.3.2	Different elements of a publishing budget (expenses/costs and income/revenue)						134
	5.3.3	Recommended pricing and GP margins						135
	5.3.4	Final budget sign-off						137
	5.3.5	Monitoring and reporting project	on	publishing	budgets	during	the	139
134917001- KM-06	Chapter 6	Ethics, contracts and rights						141
	6.1	Ethics						141
	6.1.1	Legal and policy frameworks						141
	6.1.2	Codes of best practice						142
	6.1.3	Industry standards						142

	6.2	Legislation					143
	6.2.1	The Copyright Act					143
	6.2.2	Creative Commons					144
	6.2.3	Open access and Open educational resources					145
	6.2.4	Library and information services					146
	6.3	Copyright and intellectual property					146
	6.3.1	Copyright					146
	6.3.2	Permissions and permissions granting permissions	processes	for	requesting	and	148
	6.3.3	Copyright infringements					149
	6.3.4	Plagiarism					150
	6.4	Rights					150
	6.4.1	Territorial rights					151
	6.4.2	Subsidiary rights					152
	6.4.3	Buying and selling rights					153
	6.5	Contracts					154
	6.5.1	The purpose of contracts					154
	6.5.2	The binding nature of contracts					156
	6.5.3	Publishing terminology and legal language used in contracts					156
	6.5.4	Best practice for getting to a signed contract					158
	6.5.5	Author and publisher roles and responsibilities, other aspects of contract					159
	6.6	Author fees and royalties					160
	6.6.1	Determining the basis for royalty agreements					160
	6.6.2	Royalty models					162
	6.6.3	Writing fees					165
		Templates - Letter of Intent - Author contract
134917001- KM-07	Chapter 7	The commissioning process					169
	7.1	The commissioning process					169
	7.1.1	Project strategy, aim, priorities and objectives					169
	7.1.2	Scheduling and contingency planning					169
	7.1.3	Confirming the author panel					170
	7.1.4	Negotiating the terms of the author contract					171
	7.2	Briefing the author(s)					171
	7.2.1	Commissioning meetings					171
	7.2.2	Documentation for commissioning meetings/author workshops					172
	7.2.3	Author briefing documents					173
	7.2.4	House style, specifications and design					174
	7.2.5	The writing and review process					176
	7.2.6	Writing abstracts					177
	7.3	Content planning					177
	7.3.1	Principles of content planning					177
	7.3.2	Book plans and flat plans					178

	7.3.3	Structuring the content			179
	7.3.4	Content requirements for a particular product			180
	7.4	Collaborating with the author			181
	7.4.1	Interpersonal skills			181
	7.4.2	Communication principles and methods			181
	7.4.3	Negotiation principles and methods			182
	7.4.4	Managing author expectations			183
	7.4.5	Authoring software and systems			184
		Templates - Author brief
134917001- KM-08	Chapter 8	The content review process			187
	8.1	Assessing and shaping the content			187
	8.1.1	Overview of the content review process			187
	8.1.2	Identifying and assessing different writing styles			188
	8.1.3	Assessing the quality of the writing			190
	8.1.4	Assessing appropriate language levels for the target market			192
	8.1.5	Applying knowledge of what is appropriate for the market and product			193
	8.1.6	Applying subject knowledge where possible			193
	8.2	Assessing the alignment to the author brief			194
	8.2.1	Applying knowledge of the product specifications and how this influences the content			194
	8.2.2	Determining the extent of the content / manuscript			195
	8.2.3	Impact of the budget constraints on the final manuscript	content	/	196
	8.2.4	Applying a review checklist to complete a review			196
	8.3	Feedback on the content			197
	8.3.1	Giving feedback			197
	8.3.2	Making recommendations			200
	8.3.3	Clarity of instructions			200
	8.3.4	Record-keeping and minutes			201
	8.4	Peer-review process			202
	8.4.1	Stages in the process			202
	8.4.2	Peer-review principles			203
	8.4.3	Peer-review questions			204
	8.4.4	Selection criteria for identifying reviewers			204
	8.4.5	Criteria for manuscript review, and viability of reviews			205
	8.4.6	Templates
		- Peer review questionnaire
		- Reader report
		- Reviewer’s report
134917001- KM-09	Chapter 9	The publishing production process			208
	9.1	Product formats and specifications			208

9.1.1	Printing specifications, such as format, paper type, binding, printing sections and imposition (and how this affects colour, extent and cost)					208
9.1.2	Types of printing, such as litho printing, digital printing (including print-on-demand)					209
9.1.3	Digital formats (e-PDF, interactive, assets)	e-PUB,	Web,	mobile,	platforms,	210
9.1.4	Design specifications, such as layout, illustrations, colour formats (for print products) and responsive design and user-experience design (for digital products)					211
9.1.5	Electronic publishing and internet-based publications					213
9.1.6	Electronic publishing, versioning and distribution					213
9.1.7	Industry standard / requirements for content outputs (print and digital)					213
9.2	Steps in the production process					213
9.2.1	Handover to the production team (design brief, editing brief, cover brief)					214
9.2.2	Editing					214
9.2.3	Metadata tagging					215
9.2.4	Content layout and design					216
9.2.5	Styling					218
9.2.6	Cover design					218
9.2.7	Artwork					219
9.2.8	Permissions					220
9.2.9	Typesetting					220
9.2.10	Indexing					221
9.2.11	For printed products: printing					222
9.2.12	For printed products: checking printer proofs					222
9.2.13	Digital products: digital conversion					223
9.2.14	Digital products: asset development					223
9.2.15	Digital products: quality assurance					224
9.2.16	Digital products: deployment					224
9.3	Composition, roles and responsibilities of the production team					225
9.3.1	Roles and responsibilities of the project manager					225
9.3.2	The composition of the production team					225
9.3.3	Roles and responsibilities of suppliers in different fields					227
9.4	Quality control and quality assurance in publishing					227
9.4.1	The publishing approval chain					228
9.4.2	The purpose of quality control within any given context					228
9.4.3	Quality management, assurance and control procedures, policies and systems in the publishing industry					229
9.4.4	Quality design, content, packaging, after-sales service					229
	Templates
	- Design brief
	- Flatplan
	- Editing brief
	- Digital supplier brief
	- Metadata
	- Request for print quote

134917001-	Chapter 10	Managing people in the publishing process
KM-10							232
	10.1	Communication principles					232
	10.1.1	Communication concept and principles					232
	10.1.2	Communication types and methods					232
	10.1.3	Communication procedures and techniques					232
	10.1.4	Target audiences and end users					233
	10.2	Interpersonal skills					235
	10.2.1	Conflict management principles and techniques					235
	10.2.2	Negotiation techniques					236
	10.2.3	Networking techniques (stakeholders / contacts / suppliers)					237
	10.2.4	Mentoring methods and principles					239
	10.2.5	Consultation with team members					239
	10.3	Management principles					240
	10.3.1	Leadership styles					240
	10.3.2	Management principles: control	planning,	leading,	organising	and	242
	10.3.3	Managing change					242
	10.4	Team management					244
	10.4.1	Team composition and characteristics					244
	10.4.2	Team dynamics and interactions					244
	10.4.3	Managing multi-disciplinary teams					245
	10.4.4	Managing external team members (authors and suppliers)					247
	10.4.5	Principles and techniques for supervising people					247
	10.5	Performance management					248
	10.5.1	Quality criteria (task outputs)					248
	10.5.2	Measurability and verifiability of criteria					249
	10.5.3	Performance-monitoring, effectiveness	measurement	and	improvement		250
	10.5.4	Self-monitoring and self-improvement processes					252
134917001- KM-11	Chapter 11	Sales and marketing					255
	11.1	Marketing theory					255
	11.1.1	Definitions, and the important role of publishing in marketing					255
	11.1.2	Marketing theory in publishing					256
	11.1.3	Important strategic marketing concepts					259
	11.2	Marketing channels					261
	11.2.1	Marketing channels					262
	11.3	Marketing principles					264
	11.3.1	Unique benefits and selling points					267
	11.3.2	Understanding market, needs and behaviour	competitor	dynamics,	and	customer	267
	11.3.3	Building brands					268
	11.4	Appropriate marketing activities and the costs involved					269
	11.4.1	Back-blurbs					270
	11.4.2	Brochures					270

	11.4.3	Catalogues				271
	11.4.4	Websites				271
	11.4.5	Point-of-sale marketing materials				272
	11.4.6	Direct-to-consumer marketing				273
	11.4.7	Free sample books and subscription trial periods				274
	11.5	Sales processes, models and channels				275
	11.5.1	The sales decision-making process, or sales funnel				275
	11.5.2	Sales models and sales channels				276
	11.5.3	Making a sale when doing personal selling				277
	11.5.4	Presentation skills and public speaking				279
	11.5.5	Probing questions				280
	11.6	Sales				281
	11.6.1	Analysing sales data				281
	11.6.2	Realistic sales projections				282
	11.6.3	Factors that influence the profitability of products				283
	11.6.4	The impact of the decisions made by the commissioning editor on sales				283
	11.6.5	The importance of building relationships with your sales team				284
	11.6.6	Decision-making based on feedback from customers, and other users of the product	the	sales	team,	285
	11.7	Stock analysis and management				286
	11.7.1	Stock control terminology				286
	11.7.2	Principles of stock analysis				288
	11.7.3	Determining printrun quantities				288
	11.7.4	Peak sales periods for different sectors				289
	11.7.5	Warehousing and distribution				290
	11.7.6	Software systems for stock control				291
	11.7.7	Interpreting stock reports				292
		Templates
		- Sales dashboard
		- Blurb
		- Marketing dashboard
		- Marketing strategy
		- Press release
		- Sales and marketing plan
		- Sales forecast
		- Sales report
		- Stock report
134917001- KM-12	Chapter 12	Managing a publishing project				296
	12.1	Resource planning				296
	12.1.1	Project teams, roles and responsibilities				296
	12.1.2	Resource and supplier scheduling and allocation				298
	12.1.3	Basic principles of contracting				299
	12.1.4	Supplier database maintenance				300
	12.2	Project planning and scheduling				300
	12.2.1	Project-planning principles and formats				300

12.2.2	Pre-production planning	302
12.2.3	Scheduling and timelines	302
12.2.4	Scheduling principles and methods	303
12.2.5	Lead times	306
12.2.6	Critical release dates	307
12.2.7	Monitoring principles	307
12.2.8	Managing author and supplier deliverables	308
12.2.9	Cost, time and quality of products	309
12.3	Risk management	310
12.3.1	Risks	310
12.3.2	Risk mitigation and contingency planning	311
12.3.3	Dependencies and pressure points	312
12.4	Problem-solving and decision-making	313
12.4.1	Problem-solving methods and techniques (trouble-shooting)	313
12.4.2	Decision-making principles and methods	314
12.5	Project documentation and record-keeping	314
12.5.1	The flow path of reporting documentation	314
12.5.2	Project and production records	315
12.5.3	Archiving	316

Last modified: Monday, 15 May 2023, 7:13 PM

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