Browsing the archives for the Market tag

Josie Dixon – From Planet PhD to Destination Publication: A Traveller’s Guide. Part 1. Ivory Tower vs Shopping Mall
Posted by Charlotte Frost

This post is the first in a series by Josie Dixon, a consultant with 15 years’ experience in academic publishing, as Senior Commissioning Editor at Cambridge University Press and Publishing Director for the Academic Division at Palgrave Macmillan.  She now runs her own business, Lucian Consulting, and gives training workshops on publishing and other forms of research communication for postgraduates, postdocs and staff in over 50 universities internationally, alongside her training and consultancy work in the publishing industry. In this new set of blog posts for PhD2Published, Josie examines some of the polarities between Planet PhD and the world of publishing, and offers strategies for how to bridge the gap. 

In this series:

  1. Ivory Tower vs Shopping Mall
  2. Micro vs Macro
  3. Passenger vs Driver
  4. Process vs Afterlife
  5. Features vs Benefits

There’s a great article by Peter Barry which appeared in the Times Higher Education under the headline ‘Footnotes and Fancy Free’.  Among many useful insights, Barry caricatures very effectively two opposing worldviews or value systems in academic research.  For residents of the Ivory Tower, it’s all about pure intellectual excellence, never mind who (or what) it’s for.  For those who inhabit the Shopping Mall, there needs to be a clear benefit to an identifiable audience, and ultimately some form of commercial value for a paying market.  Barry diagnoses a fundamental problem in the fact that all too often PhDs (particularly in the arts and humanities) are supervised and examined by Ivory Tower standards, yet at the postdoctoral stage, researchers are suddenly pitched headlong into the Shopping Mall.  This is of necessity where publishers live, since their business is dependent on realising a commercial return on the investment that is made in every new publication. Continue Reading »

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We Ask Ken Wissoker: Do We Need to Rethink Academic Publishing?
Posted by Charlotte Frost

Image from: http://www.flickr.com/photos/pumpkincat210/with/3416918382/

Continuing to gather responses to the Guardian article by George Monbiot on the broken model of academic publishing, we asked Ken Wissoker, Editorial Director at Duke University Press, to wade into the debate. Here’s what he had to say:

I thought Monbiot’s article was very valuable for getting the word out about how the big publishers – especially Elsevier – but also Taylor and Francis and Wiley-Blackwell have extracted as much money as possible from university libraries. Elsevier pioneered this, coming up with big packages of journals that universities needed and pricing them as high as possible.  Universities with researchers in those areas (mostly science and medicine) had to pay or they weren’t supporting their professors. Since every journal was unique intellectual property, there was no competition and no market. If a library wanted to cancel a journal, Elsevier didn’t lower the price of the collection. This really was wealth extraction in a frightening and damaging form. So the article’s account of all that was a good wake-up call for those, including many academics, who were not aware of these changes over the last ten or fifteen years.  He is totally right about the infuriating way these arrangements cut out anyone without access to a university library. Continue Reading »

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We Ask Martin Paul Eve: Do We Need to Rethink Academic Publishing?
Posted by Charlotte Frost

In his Guardian article, George Monbiot makes an excellent case against the existing academic publishing industry. Knowing that Martin Paul Eve would have much to say, we asked if he’d like to address Monbiot’s points in advance of his talk at the UKSG next year.

George Monbiot builds a good case against the corporate publishing machine that dominates the academic world and his article has had portions of the Twittersphere buzzing. I am due to speak in the opening plenary of the UK Scholarly Group conference next year – the biggest gathering of librarians and academic publishers – to make a similar argument: we don’t need academic publishers. While I won’t reiterate every aspect of Monbiot’s piece, there are several aspects, here, that are worth unpicking, especially where I diverge from Monbiot’s stance.

Firstly, Monbiot approaches, but never directly engages with, the driver of prestige in academia. He mentions the necessity of publishing with high impact factor journals and states that we can “start reading” new OA journals, but can’t “stop reading the closed ones”. Actually, we can, but only if people stop publishing therein. This will not happen in the UK because of the Research Excellence Framework and its insistence that the higher “impact” band a journal, the more weight a piece will have. This is a delegation of the critical task of the researcher into the arms of a commercial entity. While peer review serves as a useful filter, merely trusting this, based on journals which achieve their prestige based on rejection rates, is a foolish move, driven by the equally foolish baseline of a research assessment dependent on corporations. The REF, alongside competition for academic jobs, drives this system.

Secondly, publishers are able to use institutional libraries as a shield to hide a researcher’s autosubversive behaviour. Consider that, by publishing in a closed, proprietary journal, a researcher actually limits his or her own access to material by constricting his or her own institution’s library budget. This is not how it appears to the researcher, though, because the spend is at one remove. Researchers publish for prestige and it is the library’s fault if material is not forthcoming. Open Access supported by commercial entities does make a researcher aware of the problems, because in this case they will be asked to pay up front. However, most reactions from researchers to this tend to be: “I don’t want to pay, let us revert to the model where I didn’t pay”. In this way, publishers have built a “command and control” system for an entity that functions, in its obfuscation, distribution and resilience, in a mode most akin to a piece of computer malware. Libraries must educate researchers of their own complicity in this web. Continue Reading »

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A Couple of Rules for Getting a Book Deal
Posted by Charlotte Frost

stumbled across this great post: The Five Rules of Getting a Book Deal by writer Jean Hannah Edelstein and really liked it. It’s not primarily for academic writers, but rules two and three really got me thinking…

Rule two, according to Edelstein, is ‘Research the Business of Publishing’. She notes: “Yes, you should research your book, but you also need to research the business of publishing.” This is something that PhD2Published was specifically set up to help with. It’s all very well being told by your supervisor or other academic chums that you need to publish a book, but unless you wrote your thesis on academic publishing for the early-career academic (which now I think about it might have been a better idea), what on earth do you know about publishing? Edelstein goes on:

“What books have been published that are similar to yours, with which your book will compete? Who published them? How were they published? What market are they aimed at? Some aspiring writers think that they should just submit their work to everyone under the sun, until someone bites, but that’s a waste of your time (and theirs) – you want to identify the people who may be genuinely interested in your project and target them carefully.” Continue Reading »

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The BubbleCow Guide to Academic Book Pitching: Part IV
Posted by Charlotte Frost

Well, there are just a few instalments left of BubbleCow’s nifty guide to pitching your academic book, but there’s still work to be done. We have already looked at your query letter and synopsis, so now we turn our attention to your book’s intended market.

I hope you did your homework again?!

The section of your proposal that explains the market for your book is arguably the most important. This is because it will show the publishing house straight away whether your book is viable and the degree to which you, as prospective author, recognise that publishing is about selling books.   Continue Reading »

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The BubbleCow Guide to Academic Book Pitching: Part I
Posted by Charlotte Frost

This is the first in a guest series by Gary Smailes of BubbleCow.

At BubbleCow we work with writers on a daily basis to help prepare their books for submission to publishers and agents. As part of this process we have taken the time to talk and listen to publishers and agents to discover exactly what they are looking for in a successful book proposal. In this series of 6 blog posts guest written by myself, Gary Smailes (with Charlotte Frost), I will share what we at BubbleCow have learned and give you, the writer, all the skills and tips needed to write a great query letter and book proposal.  Continue Reading »

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Publishing Markets Part II
Posted by Charlotte Frost

or the last post we looked very generally at the main areas of publishing. So now we can move onto analysing the specific focus of different academic publishers and the easiest way to do that is by looking more closely at who they are selling to.

For the academic publisher, there are three main ways of breaking down their target markets.

Firstly this can be very easily done by country or language. The big presses will have offices in different parts of the world and, in theory, can target a range of global markets. Smaller presses will likely target buyers in their country of origin and may extend to overseas buyers, but perhaps only those that speak the same language.

Secondly this is done by selling primarily to libraries or libraries and individuals. Some publishers, like Ashgate, for example, focus very much on the library market. A publisher like this might be working with a print run of as little as 250 books. Others consider their market to be the university educated public more widely, like Cambridge University Press. A publisher like this might well produce a print run in excess of 3000 book. Continue Reading »

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Publishing Markets Part I
Posted by Charlotte Frost

ight, it’s going to be beneficial, before you go too far down the line of pitching to publishers, to learn a bit more of the basics about types of publishers, their imprints or departments, markets and lists or series. This is an area which you’d be forgiven for thinking you know all about; you read books all the time! Right? But don’t be fooled into thinking this gives you a knowledge of the publishing industry, it doesn’t! There are lots of publishing territories you won’t yet have mentally charted, and you need to have at least looked at a map before you set out.

So, over the next two blog posts, we’re going to take general look across the realm of publishing, eventually focusing in on the territory you need to claim: the beautiful land of academic publishing!

There are roughly five main types of publisher, these are:

Continue Reading »

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