> Overview of Book Publishing

Books are no simple commodities, no mere items for mass consumption that leave their readers as they find them. Books, like other sources of information and entertainment, can alter, influence, elevate, debase, uplift or crush those who come into contact with them. What books are and can be depends very much on the judgment, integrity, preference and acumen of those who produce them - the publishers.

Publishers play a vital role, not only within the industry, but also without it in the wider confines of the culture and civilization of which it is a part. Publishers wield their influence with pride, caution and conscience. They make their decisions with the awareness that they are injecting live matter into the cultural bloodstream.

Publishers can be said to be the midwives of books, which are vehicles of ideas, instruments or education or receptacles for art and literature. But the task of delivering books into the hands of readers is a commercial one that demands all the resources and skills of a manager and an entrepreneur. As such, book publishing is not just a hard-nosed business, but, more significantly, also a cultural activity that gratifies one's senses and stimulates one's intellect.

> Positions in Publishing

Publisher
The publisher will commission authors to work on projects that he has in mind, or will analyse manuscripts that are sent in and decide whether they fit the company's publishing goals, needs, interests and abilities. He will study the contents and organisation of a book, what it offers its target audience, the length and size of the book, as well as how long the writing process will take.

Editorial Personnel
Managing editors are the traffic controllers of the publishing industry. They track production schedules, control budgets, assign personnel and control the flow of materials between departments.

The production editor will work with an author on a book and shepherd it from the state of raw manuscript to finished copy. He will arrange for a manuscript to be copyedited; hire a designer/typesetter; source for a printer; commission an artist or photographer to provide illustrations or photographs and to prepare the cover; and look for illustrations, photographs or quotations and obtain permission to use them. In other words, he serves as a link between the author and the other parties working on the book. Besides the author, he will also have to liaise with reviewers and in-house sales, marketing and production departments. In addition, he also checks typeset proofs, films and ozalids.

The copy editor is in charge of editing the manuscript by checking for sense, errors and consistency in style.

Production Personnel
This person is in charge of monitoring productions schedules. In addition, he also has to interact with authors, typesetters, printers, proofreaders, copyeditors, designers, illustrators, and photo-researchers. He might also be responsible for sending out advance copies for review or marketing.

Publicity Personnel
He is involved in planning media events and author tours, and distributing press releases and media kits.

Marketing Personnel
He needs to know what the unique selling points of a book are that give it an edge over its competitors, as well as the target audience, and them plan a marketing strategy that will give the book maximum exposure. He has to coordinate activities related to development and promotion through market research, market planning, advertising, and direct mail campaigns. He does so by looking into mailing lists or directories; assessing classroom adoption possibilities: identifying the trade, business and professional journals and newsletters that are likely to review the book: and pinpointing institutions, corporations and specialised retailers that might be interested in bulk sales.

Sales Personnel
He visits buyers/purchases of retail outlets or decision-makers of distributors, libraries, universities, corporations and government agencies and convinces them to take up a product. He also works with retailers on book displays and promotions. He might even recommend suitable authors and give feedback on competitors' products and promotions.

Subsidiary Rights Personnel
He supports the sale of paperback, book club and social rights, audio/visual and electronic licensing, and reprints to enhance the visibility of his products in both the domestic and overseas markets.

> Requirements & Qualifications

Publishing does not have formal educational criteria for entry but most professionals have degrees in fields such as English, literature, journalism or mass communications. Degrees with specialised knowledge like physics or computer studies can be useful for those going into textbook or academic publishing positions. Publishing positions are not readily available so be tenacious and ready to take anything to get a foot in the door.

In general, exceptional written and verbal communication skills, including excellent skills in punctuation and grammar, superior organisational skills, superb time management and computer literacy are a must for anyone looking for a publishing career. Experience in editorial or publishing work in school literary magazines, newspapers or journals are plus points.

Many people return to school for Masters' degrees in English, writing, literature or even publishing, but additional credentials are not necessary to do well in the field. It is possible to move into advertising positions, magazine publishing jobs, project management and writing. Some return to graduate school in law or business, and make the transition to financial careers. Others opt for freelance projects.

> Members advertising jobs

The following SBPA members are advertising for fulltime or freelance staff on their websites. SBPA is not responsible for the content of any external websites.

Monsoon Books