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Differences between Market Driven publications and Editorially Driven publications In historical preamble I want to underline degrees of the Canadian publishing industry evolution. Since the 1980 s The Canadian publishing industry developed rapidly. The number of Canadian owned publishers increased noticeably between year 1982 and 1989. In spite all this trade turnover of books in Canada came down while the trade turnover of foreign books increased. For domestic publishers and local authors promotion in the local market became indispensable.
Publishers made an attempt to survive. They started to advertise new authors and new titles to readers through publication BC Book World and The Rain Review. BC Book World and The Rain Review had to undertake the role of literature guide. Their task was to provide news and useful information about BC books and publishers, increase peoples interest to local writing and publishing in British Columbia and Canada. On the example of these two publishers we will compare the differences and similarities between the editorial-driven publishers from the market-driven publishers.
At first we will clarify such terms as market-driven and editorial-driven. According to Communication 371 s Study Guide by J. Cowan, an editorial-driven publication is concerned about the book content. (Cowan, 2004, P. 55) In other words if the book is good enough it can always find a market for itself. On other hand the market driven publisher seeks the market for the book.
The market-driven publisher analyzes market; define its opportunities and needs. Then they only publish those books that would fulfill market demands. They spend a lot of money in advertising and effort to make the newly released to get publicized in order to achieve their ultimate goal - making profits. (Cowan, 2004, P. 56) As for the BC Book World it is rather a market-driven publisher (more commercial way of trend, providing general public literature), while The Rain Review is more likely editorial-driven (focusing on the book content). BC Book World and The Rain Review of Books publications have much in common. They have one aim rising public familiarity with the Canadian writing and the local book publishing industry in Canada, particularly in British Columbia. In spite of the common interests the methods different greatly.
Different directions of development influence greatly on the issues itself, on their design and editorial. BC Book World has very bright and colourful design, with six pages of color illustrations. It is a tribute to the commercial. BC Book World consists from articles on various topics: contests and awards, outdoors and sports, biography and interviews, fictions and local BC Book news, people and the community (fiction takes the biggest part of editorial). Many of the new relishes are introduced here under the fiction. The writings are mentioned in the way of brief descriptions of the authors and their new titles.
New writings are introduced in a neutral light without any critical comments. For BC Book World publishing is just a business, and the best position in business is neutral. BC Book World provides unprejudiced information about books, such as publisher, price and ISBN. BC Book World doesnt build in reader need to buy some specific book, it lead the reader to decide himself.
It guides the reader with the help of information, not affect him. The Rain Review of Books has eight pages, and it is only 1 / 6 as long as the BC Book World. Design is rather plan and unpretentious, but attention to the text very great. Scholar-deep critical articles reword modest appearance. Even unpopular genres in are still discussed, printed, and published. The Rain Reviews solely consists of critical reviews, which must form the taste of reader, help him to choose right literature to read.
It is not strange that print run for BC Book World, which is colorful and easy to read, or in other words purely commercial, is about one hundred thousand copies. The print run of scholar level The Rain Review is about three thousands copies. It is understandable because BC Book World bases their work on the general public opinion and does everything to please it. Their publication is trying to reach as many people as it is possible.
According to the BC Book World official website they have more than 700 distribution outlets (educational institutions such as SFU, UBC, Kwantlens College University, BC ferries, libraries, chain bookstores such as Chapters, Cole Books, and Book Warehouse, educational institutions such as SFU, UBC, Kwantlens College University, Book Warehouse and even supermarkets like Save-On-Foods). Statistics in Canada asserts that BC Book World is the most well reading newspaper about books. It corresponds to the characteristics of a market driven publisher and with the unrelenting success draw public attention to the new literature releases. Advertisement also plays a great role in gaining popularity. BC Book World use very clever and achieve good results with it help. It publishes more advertisements than The Rain Review of Books.
BC Book World consists of forty-four pages including cover. All forty-three pages are filled in with pure text only for 40 %; the residuary 60 % of printable space is consecrated to the different kinds of advertisement. These 60 % can be divided on two parts: 30 % of all ads is devoted purely to the new books, other 30 % consists of the distributed publishers ads, academic ads and some non-book related public sectors ads. With the help of new books ads we can easily define directions of consumer's tastes and market demands. Advertisement leads the business but The Rain Review of Books does not widely use ads. It prefers to focus on book content.
That is why advertisement occupies only 20 % of printable aria. And according to the statistic the number of ads will be reduced even more (in the July/August and September/October issues, only 10 % of pages was devoted to ads). BC Book World gains good profit from the advertisement. It is the main aim of market driven publisher. BC Book World make decent money on all this ads, this gives an opportunity to print the publication and to distribute the publication for free. It also helps to achieve a good income after subtracting the expenses of distribution and labor.
The income in turn leads to the increasing of print run and money turnover. As the result the amount and rate of advertisements make a huge difference. It costs $ 2500 per issue to print a full-page ad in BC Book World, (BC Book World, 2004). As for the Rain Review of Books the do not work for money. They main aim is to promote books content.
The Rain Review just require enough money to break even to cover the printing and distribution costs and it is typical for an editorially driven publisher. I want to add that posting an advertisement in The Rain Review of Books costs $ 600 per issue (The Rain Review, 2004) I do no need to repeat that the amounts of money that the publishers have on hand affect the numbers of print run and how widely the publications are distributed. As for the frequency of publications I want to underline that The Rain Review of Books is published every two months so there are sixth publications in the year. On other hand BC Book World is published quarterly and by calculation there are four publications in the year. Both BC Book World and The Rain Review of Books are free of a charge. You can easily find and pick them in such places as libraries, and bookstores.
As I have already wrote the BC Book World has rather large print ray and is very colorful that is why it is more widely distributed than The Rain Review. All the facts that were mentioned here had to distinguish the differences between market-driven publication and editorially driven publication. People have different tastes. Somebody prefers to read scholastic literature guide, which contain minimum of advertisement.
Somebody prefers to read colorful, easy-read digests. The main aim of market is providing product for every taste. Market depends on consumer and slave on him. Publishing industry is growing. Jane Cowan states this in Book Publishing in British Columbia and also gives the reason.
She wrote: The total page number of BC Book World has increased from 36 in 1990 and further expanded to 40 nowadays. (Cowan, 1990, p. 1) In this new conditions of rapid growing BC Book World not only introduce new books and authors but also by using more publishing and advertisement strengthens its positions on the market and extends the local publishing industry. However the market must satisfy all tastes. The Rain Review of Books is essential publishing for bibliophiles whose interests lay in the spheres of specific nature. This editorially driven publication, is dedicated for the people who can speak in various languages and who are interested in the content more then in the cover.
The Rain Review of Books is not directed on the average reader. Critical articles which fills the pages of The Rain Review is made by scholars. They may be preconceived but they help to sharp mind, extend mental outlook and form own opinion on the subject. It is not recommended to read such publications without corresponding education. For the Canadian publishers it is essential to take the proper place on the market. The need to make themselves visible and valuable.
The lack of the proper financing and attention disrupted position of the Canadian publishers on the market. But it still has a great potential, which can fetch good results with the help of proper attention and financial assistance from the government. The endowment from private enterprises also can be a good support in the revival of the Canadian publishers.
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Research essay sample on Differences Between Market Driven Publications And Editorially
