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

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Branding the borzoi : imprint branding and the Knopf Canada list/

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2003
Document type: 
Thesis
File(s): 
Supervisor(s): 
Rowland M. Lorimer
Department: 
Communication, Art and Technology: Publishing Program
Thesis type: 
Project (MPub)

The art and science of choosing literary books that sell : acquisitions decision-making at Penguin UK

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2003
Document type: 
Thesis
File(s): 
Supervisor(s): 
Valerie Frith
Department: 
Communication, Art and Technology: Publishing Program
Thesis type: 
Project (MPub)

Marketing a Message: Harry Potter and the Role of Marketing and Publicity in Raincoast Books' Ancient-Forest-Friendly Initiative

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2004-03-17
Abstract: 

On June 21, 2003, Raincoast Books released the Canadian edition of Harry Potter and the Order of the Phoenix, the fifth installment of the extremely popular series of novels by J.K. Rowling. Raincoast was the only one of fifty-five publishers of Harry Potter worldwide to print the book on 100-percent post-consumer recycled, ancient-forest-friendly paper. Raincoast decided to publicize its commitment to printing on ancient-forest-friendly paper by launching a media campaign on the subject just a few weeks before the release of Harry Potter. Taking advantage of the popularity and media hype surrounding Harry Potter, Raincoast was able to garner attention—from both the media and individuals—for the company's pledge to become an environmentally responsible enterprise and for the issues that initially provoked its decision to make such a commitment. This report explores environmental issues concerning the current state of ancient forests worldwide; the impact of the book publishing industry on ancient forests; and Canadian consumers’ opinions on environmentally responsible paper usage in book publishing. This report documents and examines the changes that have occurred in Canada since an environmental coalition, Markets Initiative, began its ancient-forest-friendly campaign with Canadian book publishers in 2001, and the ripples that are being felt—by publishers, printers, paper manufacturers and the public—since Raincoast’s launch of Harry Potter and the Order of the Phoenix.

Document type: 
Thesis
File(s): 
Supervisor(s): 
Valerie Frith
Department: 
Communication, Art and Technology:Master of Publishing Program
Thesis type: 
Graduating extended essay/Research project: M. Pub.

The 2003 Relaunch of Vancouver Magazine

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2004-03-15
Abstract: 

This project report examines the 2003 relaunch of Vancouver magazine. It provides an overview of the magazine’s 35-year history, as well as an analysis of its current state: editorial, advertising, circulation, readership and competition. The report also offers an inside account of the strategic planning that went into the relaunch, including: findings from a July 2002 competitive analysis of Toronto Life, Canada’s preeminent city magazine; highlights from a November 2002 Vancouver magazine subscriber survey; and a chronicle of various planning meetings, held within Transcontinental Media West, between July and December 2002. This report evaluates Vancouver magazine’s prospects for a successful relaunch within the framework of the two city magazine studies, each of which addresses the role and purpose of a city magazine. Questions and findings from those studies are then posed to three editors of Vancouver magazine (past and present), who offer an analysis of the city magazine research within the context of their specific experiences at the magazine. This project report serves as a case study of the magazine relaunch process, but it does not attempt to evaluate the success of this particular relaunch. It offers general lessons and observations for those interested in launching or relaunching a city magazine, and specific lessons and observations for those interested in the future of Vancouver magazine.

Document type: 
Thesis
Supervisor(s): 
Valerie Frith
Department: 
Communication, Art and Technology: Master of Publishing Program
Thesis type: 
Graduating extended essay/Research project. M. Pub.

The Evolving Textbook: The Development And Marketing Of New-Media Products In Educational Publishing

Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2004-03-12
Abstract: 

Educational institutions, instructors and students are increasingly embracing information technologies in their teaching and learning. Educational publishers, meanwhile, aim to develop and market new-media educational materials that meet and satisfy the needs of institutions, instructors and students, as well as to increase their competitive advantage in the educational-publishing industry. To help it reach its goal, an educational publisher formulates a new-media strategy based on information gathered through market research. Rapid development of information technologies, the high costs of their implementation, as well as limited technical skills among instructors and students, however, are causing uncertainty in how to best integrate information technologies into education. Consequently, a company's development of a new-media strategy is a slow process. This report brings together market research in four areas to better understand the uncertainty surrounding information technologies in education. It presents ? an evaluation of delivery systems for educational materials, ? a comparative analysis of educational publishers? web sites and textbook sites, ? an analysis of the competitive environment, ? an analysis of trends and issues in both education and information technologies. The first three areas are based on market research conducted at McGraw-Hill Ryerson in 1999. The fourth area is primarily a review of secondary sources that explore trends in education and information technologies. Based on analysis of these four areas, this report concludes with four opportunities that an educational publisher might pursue. These opportunities are 1. employing flexible delivery systems for content that respond to the changing needs of instructors and students, the changing capabilities of information technology and the constantly shifting priorities of the educational marketplace, 2. forging partnerships with companies with core competencies that can increase the value of an educational publisher?s products, 3. investing in customer support as a means of training instructors in the use of an educational publisher?s products, 4. developing customer loyalty through customer support and other marketing strategies.

Document type: 
Thesis
Supervisor(s): 
Rowland Lorimer
Department: 
Communication, Art and Technology: Master of Publishing Program
Thesis type: 
Graduating extended essay/Research project

The Scholarly Review Process at the University of Toronto Press

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2004-03-15
Abstract: 

This report discusses the purpose of scholarly review and examines how the components of the process provide scholarly presses with a dependable system by which to select and develop manuscripts for publication. After examining scholarly review in a general sense, this report addresses the review process in detail as it occurs at the University of Toronto Press. The University of Toronto Press is the largest scholarly publisher in Canada and publishes in the social sciences and humanities disciplines. This report identifies safeguards that university presses integrate into the scholarly review process to ensure that the process consistently produces high-quality books. Two rounds of interviews were conducted to collect the data in this report. First, five University of Toronto Press editors were interviewed between July and August of 2002. The second set of interviews included four UTP authors as well as the Programme Manager of the Aid to Scholarly Publications Programme (funded by the Social Sciences and Humanities Research Council of Canada) and occurred in January of 2003. Information from these conversations was then integrated with what I learned during my internship at the press, as well as with research from the Canadian Federation for the Humanities and Social Sciences (CFHSS) Web site, the Journal of Scholarly Publishing, books about publishing with a scholarly press, the Manuscript Review Committee’s terms of reference, and a memorandum from a University of Toronto vice-president about the role of the university’s faculty publication board. This project report concludes by discussing issues that compromise the success of scholarly review and by proposing possible solutions to these problems.

Document type: 
Thesis
File(s): 
Supervisor(s): 
Rowland Lorimer
Department: 
Communication, Art and Technology: Master of Publishing Program
Thesis type: 
Graduating extended essay/Research project. M. Pub.