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

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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.

From the Aldine Press to Aldus@SFU: Showcasing Simon Fraser University Library’s Aldines Online

Date created: 
2017-01-25
Abstract: 

This report stems from a joint commemoration in 2015 of the fiftieth anniversary of the opening of Simon Fraser University and the five-hundredth anniversary of the death of pioneering Renaissance publisher and scholar Aldus Manutius. To mark these occasions, Publishing@SFU and SFU Library Special Collections joined forces to create a web-based resource comprising an outstanding selection of Aldines from the Wosk–McDonald collection, one of the largest such in North America. This report details the creation of Aldus@SFU, a prototype digital exhibition of the collection intended to be as widely accessible as possible on the Internet through ubiquitous technologies. Adopting a syncretic approach that emphasizes the continuous relationship between innovation and tradition, this report outlines and explores the key intersections between Aldus’ plan to popularize classical literature and the core mission of our project: to contribute to public knowledge by making SFU Aldines conveniently and freely available online via a flexible, mobile-optimized user interface. With original contributions from both scholars and popular media figures complementing the digitized volumes, Aldus@SFU is more than a mere companion website to a library collection. Instead, it is intended as a larger crossover digital platform: an inclusive, collaborative scholarly environment and a visually appealing educational resource whose audience includes not only scholars but also a wider interested public.

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

Breathing New Life into Comic Collections: Drawn & Quarterly's Choice to Reformat & Republish for a Young Readership

Author: 
Abstract: 

Graphic novels and comic reprints have recently surged in popularity due to Hollywood adaptations and bestselling titles such as Art Spiegelman’s Maus and Marjane Satrapi’s Persepolis. Despite these successes, publishers still struggle to find the right audience for many comic collections. This report focuses on Drawn & Quarterly’s decision to reprint two comic collections in smaller, kid-friendly editions. It analyzes why D+Q decided to reformat the Janssons’ Moomin comics and Mizuki’s Kitaro manga for specific readerships, with a focus on the emerging genre of crossover literature. The importance of accessibility for serialized comics/manga and crossover literature is underlined as a reason why these titles are ideal for a redesign, and the production work done by the D+Q staff to turn each title into a “kid-friendly” work is explained. Lastly, the report offers insight on how publishers can use D+Q’s tactic for their own success.

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.

Beyond the book: Metadata practices at the University of British Columbia Press

Date created: 
2016-12-05
Abstract: 

This project report focuses on book metadata practices at the University of British Columbia Press. Metadata management has become essential for publishers in recent decades, as book buying has moved online. This report details the significance of metadata, how publishers use it, how customers (both institutional and individual) benefit from it, and how (good) metadata increases sales. Metadata has become increasingly complex, with varying deadlines, standards, levels, and granularity putting immense pressure on publishers to keep current. This project report analyzes the University of British Columbia Press’ metadata operations to identify its challenges and successes. The report also draws on the current literature of metadata “best practices” for publishers. In tandem, these resources clarify optimal future directions and recommendations for the 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.

Twitterbot Surveys: A Method for Magazine Audience Analysis

Date created: 
2016-12-06
Abstract: 

The purpose of this study is to explore automated surveys on Twitter as a method for magazines to analyse their audiences and identify best practices for conducting the surveys. To do this I conducted a pilot survey with Twitter users who shared a New Yorker article. I tested the response rate of twelve different question variants looking at question type, type of appeal to respondent used, and whether the tweet was sent as a @reply or @mention. The results showed the survey as a whole had a 23.2% response rate. I found a multiple-choice question, appealing to the respondents’ ego sent as a @reply generated the highest response rate at 40.0%. The results of this pilot survey show the viability for this method to provide magazines with access to their audiences. It suggests this method may provide magazines with timely and efficient access to audience insights.

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