The emergence of Internet communications have revolutionised the pattern of acquiring information. The charm of conventional printed matter has, nevertheless been enduring. Books, newspapers, magazines and journals have enthused and educated mankind for centuries.
Book publishing is a multi crore industry with businesses of various sizes, from the very large international publishing houses to the small family businesses. The publishing industry in India has an annual growth rate of 15-20%. This growth has been fuelled by Multi National Publishing houses who have entered the industry here to avail the competitive advantage.The industry has specialist publishers of books/ manuscripts of special areas such as scientific, medical, art books, paperbacks, technical books, as well as those who deal with an assortment of subjects. Multilingual publishing has further enhanced the job options.
Publishing entails selecting and commissioning of manuscripts, designing and formatting the material for printing, production and marketing. Commissioning involves selecting the author/writer and granting contract for the script of a specific title or titles. The style and format and other details are then decided for publication. Desk Top Publishing (DTP) is the prevalent technique of preparing the manuscript for publication.
The editor, layout designer, and production staff work as a team to decide on details of the script, illustrations and page layout at successive stages of the processing. Then follows the major task of promotion, marketing and sale of the books. The industry attracts people with academic talent, technical knowledge of the production processes, and business acumen.Publishers work in specialised areas.
Book publishing
This is perhaps the largest segment of the industry with a huge turnover with multinational, national and the local publishers. The work is largely of a specialised nature since there are publishers dealing in school text books, others dealing in paperbacks, still others specialising in children's books, art books, scientific and technical books, etc. Government owned organisations such as Children Book Trust, National Council for Educational Research and Training and various other government departments have a publication division where books related to their sphere of work are published.
While text book publication is equally shared by the government and private publishers, fiction books are almost solely published by private publishers. Publishers of technical and professional books have editors who are professionally associated with the specialised area and have the necessary educational qualification to edit manuscripts of professional writers. Book publishing is extensive as there are books on wide ranging subjects . Large publishing houses have separate divisions dealing with the publication of different types of books.
The presentation of a book is very important. Publishing incorporates the process of designing the product to make it attractive, readable and appropriately illustrated. Cover design, layout, illustrations, photographs etc, make a book attractive. Most large publishing houses have a design department where the illustrations, covers, jackets of books and publicity materials are designed.
Newspaper and magazine publishing
The different types of newspapers include national morning, sunday and evening papers, regional morning, evening and weekly papers and local papers. National papers fall into two groups: the quality papers, and the popular papers. This segment is considerably different as most of the work is journalistic in nature. Publishers of newspapers and magazines handle scripts of a host of writers. The editing work is divided between subeditors handling specific parts of the paper.
Publications have to meet deadlines and pose tremendous demand on a day to day basis.
Periodicals
Periodicals cover a wide field from accountancy to zoology. They consist of consumer magazines, trade, technical and business publications, many of which are available only on subscription. Some business-to-business publications are free to a selected specialist readership. Magazine publishing is dependent to a large and sometimes totally on advertising; the amount of advertising received can dictate the amount of editorial content and the number of pages printed.
Nature of Work
Book publishing
Book publishing involves three major functions – the editorial function, production and the marketing function. These are key areas of the industry. The specific task carried out by these departments are given in the following paragraphs.
Editorial
In book publishing there is generally an editorial tam. At the head of the team is the Editorial Director or Chief Director. In large publishing houses the Editorial Director has a team of editors each responsible for the publication of books concerning predetermined special areas. While the editorial director guides the team of editors and oversees the complete running of the publishing house each editor is responsible for locating, identifying the value of publishing books falling within their specific areas. They select and contact authors for writing books on select topics.
They are then involved in the project from the stage of preparation of outline to the final production of the book. At any given time an editor may be involved in a number of such projects.
In small book publishing businesses the task of an editor may involve overseeing the production as well as marketing of the books.
The author’s manuscript is processed on the computer technically known as desktop publishing. The proof of the manuscript is read several times by the author, proofreader and editor, for checking the content, sequence, spellings and grammatical errors. With this being completed the final laser prints of the book are made. Herein begins the production process.
Production
In desktop publishing the task of the editorial and production departments overlap to a great extent. Editing is carried out on the computer and the typeface and page layout adjusted. The illustrations, appearance of the book, book cover, paper quality is decided by the editor as well as the production in charge.
The design department is assigned the art work for the book. Artwork is prepared by artists as per the advice of the editor. In the case of technical and professional books specialist artists may be commissioned for a specific project. While large publishing houses have their own design department a number of publishing houses work with freelance artists on their roles who are commissioned for artwork, such as illustration, cover design, photographs etc.
Almost all newspaper and magazine publishing houses have a design department with a team of applied artists, graphic designers and photographers.
The production of any book requires the preparation of transparencies from the laser prints from which the frames for printing are prepared. This is the beginning of the printing process. Production staff understand the technicalities of the printing process as well as the pricing and marketing of the product. They purchase the paper, coordinate the printing and binding of the books.
In the newspaper and magazine segment the production department deals with purchase of newsprint as well as the printing and dispatch of the newspapers/magazines to the marketing department.
Marketing & Sales
Taking the finished product to the reader is the job of the marketing and sales division. Publishers generally market their products but several large book distributors also market and sell the product of small publishers. Marketing and selling is an ominous task. It involves publicity, promotion, sales campaigns on the one hand and organising the sales network on the other.
Distribution of books is organised in a number of ways to reach all regions in the country and abroad. The job entails understanding the market where the books may sell. Generally large distributors operate through a network of regional offices, each regional office managing the distribution within their operational domain. Sales outlets, bookshops are visited by their representatives who have the responsibility of giving information of all forthcoming books as well as taking orders and ensuring supply. Distribution to libraries, schools, organisations is often done directly or through local book suppliers.
The on-line book sales is perhaps the latest technique in marketing and sales. All the sales are through the Internet where the caller pays through the electronic card and receives the books through mail order.
Newspaper and Magazine publishing
Every newspaper and periodical has an editor in overall charge and depending on its size, special editorial teams. The editor directs the policy of the publication, manages the staff and coordinates all the work. Editors have legal responsibility for the contents of their newspapers. Editors have regular meetings with their staff. The work of sub-editors on newspapers and magazines is similar to copy-editors in book publishing.
Work Environment
Spacious, open-plan, often air-conditioned offices are becoming increasingly usual in all types of publishing. Since typewriters have in most cases been replaced by computer terminals, the noise level has dropped considerably. In newspaper offices telephones are in constant use.
Working with scripts is a task which requires patience and complete involvement, long and strenuous working hours are typical in publishing. Marketing requires moving to retail and wholesale outlets, market research and communication with staff. Considerable travel is possible.
Editors are persons of repute and have considerable knowledge. They have to meet staff and writers which takes up considerable time.
Personal Characteristics
Interest in books and complete involvement for innovative work in publishing is at the core of success of most publishing houses.Publishing requires men and women with high abilities, infectious enthusiasm and seasoned instincts. To understand aesthetic judgement and business reality a discerning and flexible mindset is required.
Editors are responsible, patient and have leadership qualities. They must have good organisational abilities, extensive knowledge and quick wit . Authors are hardworking, knowledgeable and devoted. Good writing, skill and verbal expression is needed. Publishing business is complete with marketing, personnel who should be dynamic and must be team leaders. Good communication is at the core of good marketing.
There is no qualification that grants entry into publishing. Degrees, other qualifications and experience in a related field are useful. Works in teaching, journalism, theatre, advertising, book selling, printing can provide a jumping board for a career in publishing.
Study and Training
Editorial work is handled by professionals who have a background in the subject being published. A teaching background is useful for educational publishing and a degree in science, medicine, law or another speciality for a post with publisher covering these fields.
Graduates, postgraduates with a flair for writing or a degree in journalism are suitable for shouldering editorial responsibility. Computing skills are required in word processing.
The design department has artists who have received training in commercial art, graphic art, sketching, photography, calligraphy etc. Training in commercial art is imparted at Art Schools and spreads over 4 to 5 years. Graphic art can be learnt at computer training schools through short duration courses.
The production department requires people with knowledge of printing technology, book binding, DTP, Offset printing, lithography etc. Courses in printing technology are diploma courses which are conducted by polytechnics and ITI’s . Management postgraduates are recruited by large publishers to manage the marketing and sales of their products. Graduates with special interest may even opt for training on the job.
Employment Avenues
There are work options in the Public Sector, Private sector as well as entrepreneurial work. The Public sector in India is under the control of Ministry of Information and Broadcasting. Government run institutions have their own publishing divisions. e.g the Indian Council of Agricultural Research, National Council of Educational Research and Training, Indian Council of Cultural Relations, Sahitya Academy, Archaeological survey of India, Tata Institute of Fundamental Research. etc.
Courses and Institutions
Courses in Publishing are very few as most publishers prefer to train their own staff to suit their requirements. In Delhi BA Vocational (Book Publishing as a subject) and diploma course in Book publishing is conducted by Delhi University, College of Vocational Studies. At the Institute of Book Publishing, Green Park, New Delhi there are several courses such as proof-reading, editing besides publishing management for graduates.
-- Shankar’s Academy of Art and Book Publishing, 4 Bahadur Shah Zafar Marg, New Delhi – 110 002, offers 3 month postgraduate course in publishing. The programme has a period of internship also. The academy also offers a 2 year course in Art, Book, Illustration and Graphics.
-- National Book Trust, A-15 Green Park Extension, New Delhi - 110016 offers a 4 week NPT training in Book Publishing for graduates.The course covers Editing,Production,Marketing, Sales Promotion, Electronic Publishing, Finance, Copyright related issues.
-- Mahatama Gandhi University, Priyadarshini Hills PO, Kottayam 686560 MSc Applied sciences in printing and Publishing.
-- Federation of Publishers' and Booksellers' Association in India www.fpbai.org has started a certificate course in publishing for graduates/professionals. Duration - 3 months
-- Institute of Book Publishing www.sterlingpublishers.com is supported and sponsored by Sterling publishers.It organises short courses in publishing.
