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

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A case study of print on demand and short-run digital printing at the University of British Columbia Press

Abstract: 

The advent of digital print technology has irreversibly affected the publishing industry, causing many, if not all, publishers to review and restructure their methods of production and distribution. Scholarly publishing, a niche sector, has been similarly impacted and, in response, the University of British Columbia Press, a world-renowned publisher in the field, has adopted two management strategies – print on demand (POD) and short-run digital printing – to optimize its workflow and output. This report documents UBC Press’s objectives regarding both POD and short-run digital printing models and reviews the advantages and challenges posed by each. Based on this review, the report then speculates upon the future of digital scholarly publishing for UBC Press.

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.

The culture of small press publishing in the Pacific Northwest

Author: 
Date created: 
2017-08-11
Abstract: 

This report focuses on small press publishing within the context of the Pacific Northwest and has been written in two sections. The first section traces the history of small press publishing in the North American continent, explores its current state of operations—especially within the Pacific Northwest community—lays down the features that set it apart from big press publishing, and highlights the various risks these small press publishers take to continue enriching literary diversity. The second section is a case study of Ronsdale Press as an example of a Pacific Northwest small press publisher. It traces the history of Ronsdale Press, then explores its current work flow and its identifying features, thus establishing it as an essential member of the Pacific Northwest small press publishing community.

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

Rise of the independent publisher: How Greystone Books rebuilt itself

Date created: 
2017-08-10
Abstract: 

After D&M Publishers filed for bankruptcy protection in 2012, Greystone Books relaunched as an independent publishing company in March 2013. In the time since, the company has not only picked up where it has left off, but has gone on to expand its operations in terms of staff, partnerships, and projects. Maintaining a consistent editorial direction involving different sources of publishing material, Greystone has kept costs to a manageable level, and has been able to build and grow business relationships that benefit both the publishing house and its partners. Its connections with other organizations as well as an established editorial brand have contributed to the company's survival. Greystone's business model and practices have shown how an independent publishing house can address the many challenges of a relaunch in the Canadian publishing industry.

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.

US marketing and distribution of regional independent Canadian publisher Harbour Publishing

Date created: 
2017-05-16
Abstract: 

This report describes the relationship between a well-established independent Canadian publisher, Harbour Publishing, with the greater North American publishing industry, through an exploration of the processes of distributing regional books to a broader audience. This report begins with an introduction to Harbour Publishing and a brief summary of its foundation and expansion, with a focus on the acquisition of Douglas & McIntyre in 2013, and an examination of the regional demographics of the audience of both publishers. This is followed by a discussion of current marketing practices and the unique considerations and challenges of marketing regional titles to a US audience. The second section of this report describes the specific challenges brought about by the sudden change in the US distributor for Harbour Publishing, from Partners Publishing Group to Midpoint Trade Books, in 2016, and explores opportunities for stronger and more successful expansion of Harbour’s titles into the US.

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

The Balancing Act: A Study of Journalism, Marketing & Publishing in Digital Content Marketing

Date created: 
2017-04-24
Abstract: 

This study explores how the skillsets of journalists, marketers, and publishers are balanced in digital content marketing, an approach to online advertising that promotes sustained consumption of ads by presenting them as desired media experiences. This exploration is accomplished in two parts. First, by providing a detailed investigation of digital content marketing as a practice, including its history, approaches, growth, and challenges. Second, through analysis of ECHO Storytelling Agency, a Vancouver BC-based custom publisher that expanded to begin offering digital content marketing services in 2014.

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

Publishing Diversity with The Boy & The Bindi: A Case Study of the First Children’s Picture Book From Arsenal Pulp Press

Author: 
Date created: 
2017-04-19
Abstract: 

This report is a study of the creation process and marketing campaign of The Boy & The Bindi by Vivek Shraya: the first-ever children’s picture book produced by Arsenal Pulp Press, an independent publisher based in Vancouver, British Columbia. The opening chapter will provide information concerning the lack of diversity in children’s books as of 2016. Chapter Two will walk readers through the editorial and design processes of the picture book and its lasting effects on the press. The third chapter discusses the media coverage the book received and how authors who are willing to promote themselves benefit a publisher. In the fourth and final chapter, the future of publishing children’s books at Arsenal will be explored, with a brief look at how a second title was acquired. Recommendations will follow pertaining to how Arsenal can move forward with publishing future children’s picture books.

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.

From Press to Imprint: Examining UBC Press’ Acquisition of Purich Publishing

Author: 
Abstract: 

In December 2015, UBC Press announced the acquisition of Saskatchewan-based publisher Purich Publishing Ltd., whose founders were retiring. Within media industries like publishing, consolidation and conglomeration of multiple companies is a now a common practice. Industry insiders and business columnists endlessly discuss the contracts, prices paid, and asset values, but rarely is there any discussion about what happens after. For UBC Press, the acquisition was a strategic decision to reinvest in its business through the purchase of assets. The Press then faced the difficulty of how to suitably integrate these titles into its existing publishing program, including coordinating metadata, integrating stock, and assessing the marketing potential for these titles. There is also the consideration of the future of Purich as an imprint, and how to best utilize the existing brand and list, while keeping it distinct from UBC Press’ existing publishing program. This report looks at the trend of consolidation in publishing in the context of scholarly publishing in general, considers the business decision behind such an acquisition, takes a deep look at the logistics of assimilating another company, and offers analysis and recommendations based on the opportunities and challenges that UBC Press now faces.

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.

Getting to WL: A Look at the Visual Evolution and 2015 Redesign of Western Living Magazine

Abstract: 

This report examines the visual evolution of Western Living magazine and its predecessor, Western Homes and Living, between 1950 and 2015. It analyzes each of the major redesigns, characterized by the introduction of a new logo, which took place throughout the magazine’s publishing history. A detailed overview of the latest redesign of the magazine’s print edition in 2015, which introduced the WL acronym logo, makes up most of the report. It provides a case study that exemplifies how to plan, execute, and launch a magazine redesign. Although major redesigns are often regarded as a risky undertaking, the execution of the 2015 Western Living redesign shows that careful consideration of goals and timing, as well as a thoughtful design and effective promotion, can help ensure a positive outcome.

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

20 Year Media’s reel change: Building a startup’s content strategy from social data intelligence

Date created: 
2017-03-14
Abstract: 

The film distribution chain has changed drastically in the past ten years. With the meteoric rise of home streaming services like Netflix, HBO Go and Amazon Prime, people are changing the ways they engage with movies. They prefer to consume films at home (at a reduced or no cost) through personal devices rather than regularly patronizing theatres and enjoying the cinema experience. Vancouver startup 20 Year Media aimed to address this pressing issue by developing technologies that could aggregate film demand and deliver these insights to theatres so that they could program their screens and market their events more effectively. The idea is that this demand-driven model would resuscitate ticket sales and “make movies social again.” This report outlines my contributions to 20 Year Media as their Marketing Intern and later on, Content Specialist, from May 2014 to April 2015. It will present how I was able to establish and engage both moviegoer and exhibitor audiences for the innovative company with my flexible promotional content strategy. It will describe how I was able to consolidate marketing, public relations and community management roles with a focused and resourceful content plan and ongoing audience research.

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.

Modular content: a new publishing strategy at the Continuing Legal Education Society of British Columbia

Date created: 
2017-02-01
Abstract: 

This report is a case study of a new publishing model entitled structured modular content,adopted by the Continuing Legal Education Society of British Columbia in order to upgrade theiroutdated production system that did not allow for easy reuse of content. In order to implementthis new publishing concept, the Society initiated a project entitled Content Strategy, with theobjective to publish material in independent modules that can be easily recycled. Through thisproject, the Society had to convert all of their content to XML DITA, an open standardfor structuring, developing, managing, and publishing content, with the help of DITA CMS, acomponent management system. This report studies what structured modular content is and howit works, the challenges that the Society encountered while converting their content and how theyovercame them and the new possibilities that structured modular content provides: new products.

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