Publishing Program - Theses, Dissertations, and other Required Graduate Degree Essays

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What’s the catch? Changing perceptions with content marketing

Date created: 
2018-04-19
Abstract: 

This report examines The Healthy Fish, a branded online publication produced by Quietly Media, a content marketing company located in Vancouver, BC, and Regal Springs, a Tilapia producer headquartered in Singapore with offices in Florida, Mexico, Guatemala, Hamburg, and Indonesia. This report discusses what brought the two companies together and why they decided to create The Healthy Fish; how content strategies are created and how editorial themes and topics are chosen for the website; the process for writing stories and posting them to the website; ethical problems that can arise from having a branded publication; and what the future could look like for The Healthy Fish. It offers a full examination of what Quietly does for The Healthy Fish since becoming Regal Springs’ content marketing partner in 2015. All figures and stats are accurate as of December 2017.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Leanne Johnson
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project) M.Pub.

The importance of a well-designed digital magazine

Date created: 
2018-04-19
Abstract: 

We now live in an era where magazines are more than a print entity: they are brands that are supported by a wide array of platforms. Websites are amongst the most common platforms as they are easy to create and they help magazines reach a wider audience, which often results in an increase in advertising sales. These websites, however, are in constant competition for readers’ attention. For that reason, it is important for a magazine’s website to offer a high-quality branded user-experience to their current and future readers. This report explores the Western Living’s brand and analyses their website based on user experience (UX) and user interface (UI) principles. It then gives some suggestions that would ultimately improve the overall usability of the site.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Mauve Page
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project) M.Pub.

The challenges and opportunities of Chinese-language media in Vancouver: A case study of Coast Mountain Publishing & Media Management Corporation

Author: 
Date created: 
2018-03-16
Abstract: 

This report introduces how Chinese-language media based in Vancouver have experienced ups and downs, and how they seized the moment to dominate their market with the developing and expanding ethnic Chinese group. By taking Coast Mountain Publishing & Media Management Corporation as an example, this report analyses a typical Chinese-language media’s surviving strategies and revenue models in details. Going through the history and observing the existing circumstances closely, this report tries to prospect the outlook of Chinese-language media in Vancouver. Different opportunities are discussed, including cooperating with media in China and building partnership with English-language media in Canada, as well as the challenges, such as the fierce competition and censorship these companies face.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
John Maxwell
Mauve Pagé
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

International Rights Selling & the Chinese Publishing Market

Author: 
Date created: 
2017-12-12
Abstract: 

This project report is a study of international rights sales for children’s illustrated books, with a special focus on rights sales in China. It uses Tradewind Books, a Vancouver-based small children’s publisher, as its main case study. The opening chapter will provide information about Tradewind’s history and its lasting effects on publishing diversified titles in Canada. Chapter Two will discuss the importance and approaches applied to sell rights internationally and achieve global recognition. Chapter Three will introduce readers to the Chinese publishing industry by discussing opportunities and challenges in the market. In Chapter Four, Tradewind’s rights selling into China through an agency model will be explored, with a close look at local agency Rightol Media. Recommendations and other approaches that Western publishers could use to do business with Chinese publishers will be discussed in Chapter Five.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

Clifford Moves Online: The History and Future of Scholastic Reading Club

Date created: 
2017-12-20
Abstract: 

Scholastic Canada has been running Reading Club in Canadian schools for half a century. Until 1998, teachers were only able to place student orders by mail or over the phone. Then, the first Canadian Reading Club website was created with a web form for teachers to submit orders online. The online form marked the start of a major change that has been brewing for Reading Club over the last two decades, but it wouldn’t be until 2016 that this simple form would be replaced by a fully-functioning e-commerce website. As Scholastic Canada moves Reading Club online, the company must maintain its valued relationship with teachers and protect its unique place in Canadian classrooms, while at the same time seeking out opportunities to grow in its new digital context. This report looks at the history of Scholastic Incorporated to illustrate how the company founded its vital relationship with schools and teachers and built its successful distribution networks. The report then focuses in on Scholastic Canada’s Reading Club division, delving into the changes that are rapidly occurring as the clubs are moved online.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Hannah McGregor
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

Opening the Doors to Knowledge: Rebus’ Collaborative Publishing Model for Open Textbooks

Author: 
Date created: 
2017-12-20
Abstract: 

Over the last thirty years, the cost of education has become prohibitively expensive, both in terms of tuition and with reference to rising textbook costs. In response, organizations such as the Rebus Foundation are working towards the development of scalable models of Open Textbook creation. This report outlines, examines, and critiques Rebus’ efforts. It historicizes the Open Education Movement, and delineates Rebus’ role within the current textbook publishing landscape. Concentrating on the Rebus Community Forum, it initially evaluates the organization’s acquisitions and editorial practices with a focus on avenues for improvement. Moving along the Open Textbook production line, it examines issues related to peer review and accessibility, before understanding Rebus’ attempts to market, promote, and update its Open Textbooks after publication. Collectively, these efforts attempt to transform educational publishing into a more equitable space.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Hannah McGregor
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

Collaboration and Creation: Developing a digital space for Wellbeing at UBC.

Date created: 
2017-12-11
Abstract: 

This report explores the process of developing and publishing a multi-stakeholder website for UBC Wellbeing, effectively creating a unified digital space for efforts connected to UBC’s vision to become a health-promoting university. This multi-phase process depended heavily on collaboration and consultation at every phase of the site design and deployment, as well as during the initial development of wellbeing communication tools and resources that formed the basis of the site content.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

An Inside Look at “Quietly” Helping MEC Launch Good Times Outside

Author: 
Date created: 
2017-12-14
Abstract: 

This report examines content marketing and its role at various stages of the customer journey. It addresses how Quietly, a Vancouver-based content marketing agency, assists companies in creating data-driven content to support their marketing initiatives. Specifically, this report focuses on a content-centric marketing campaign—Good Times Outside (GTO)—that was launched by Mountain Equipment Co-op (MEC) in June 2017. It discusses the strategic production of content that was published on a campaign-specific microsite: a total of 179 activity and event pages. It considers MEC’s business goals and the main aims of this particular project. It revisits the research and strategy that was developed to refine content and site layout ideas, and examines Quietly’s role in the creation and distribution of the content for the site. It also addresses MEC’s revised content marketing plan with the incorporation of GTO. All figures and statistics are accurate as of October 2017.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Leanne Johnson
Scott Steedman
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

A Deeper Dive into the Cookbook Buyer: An Analysis of BookNet Canada Data and the Cookbook Industry

Date created: 
2017-12-12
Abstract: 

Publishers rely on accurate sales data to make informed decisions about the books they publish, but how useful can that data be when the reporting systems that create it are incomplete? This report takes a granular look at the Canadian cookbook industry through the sales reporting and consumer surveys provided by BookNet Canada to see how accurately those systems reflect the reality of cookbook sales in Canada. Cookbooks are one of many specialty genres in the publishing spectrum that have unique sales channel distributions, which makes it difficult to make sweeping generalizations about their consumers. By transposing information from BookNet Canada’s SalesData and Deep Dive reports with Penguin Random House’s internal data to illuminate discrepancies, this report provides a more holistic snapshot of the genre and its consumers. It is a direct response to a 2016 report from BookNet Canada called The Deep Dive: The Cookbook Buyer.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.

Chinese media in Canada: An exploratory study of Orient Star Media’s cross-media publishing

Author: 
Date created: 
2017-11-28
Abstract: 

Traditional media, such as newspapers, face existential challenges from the rapid rise of new media. This has placed exceptional pressures on Chinese-language media in Canada as their dominant distribution format has been newspapers. Using the Canadian Chinese media agency Orient Star Media as a case study, this report discusses the survival and development of local Chinese media outlets in the context of the development of new media. Due to the growth of the Chinese immigrant community in Canada and the development of new media, Chinese-language media has changed accordingly, particularly in terms of the concept, workflow and basic characteristics of cross-media publishing. This case study of Orient Star Media explores how cross-media publishing fosters the integration of conventional publishing forms and new media forms, which may satisfy current demands of Canadian Chinese media and become the main development trend of local markets in the future.

Document type: 
Graduating extended essay / Research project
File(s): 
Senior supervisor: 
Hannah McGregor
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.