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

Receive updates for this collection

The Great Canadian Literary Hunt: An extension of This Magazine's brand identity

Date created: 
2006
Abstract: 

Ths project report is based on my internship with This Magape and my role as the coordrnator of the 2005 Great Canadan Literary Hunt. The report presents how writing contests are an initiative for extendmg small magazines' brand identity and reachng a new readership. I begm with a general dscussion of circulation strategies that magazines use to develop and maintain their readers. I then present the unique nature of small magazines and small-magazine readers, and move into a dscussion on the challenges of keeping these readers' attention. I then define This Magape '.r brand identity and introduce the Great Canadian Lterary Hunt. The report closes with an evaluation of whether the Great Canadian Literary Hunt successfully meets This Maga@ze 'i readershp needs. I d~aw from academic sources that outhe the business of magazine publi.shmg, government sources that discuss the current challenges of the Canahan small-magazine industry and information gathered from This Mtgqine.

Document type: 
Thesis
File(s): 
Department: 
Master of Publishing Program - Simon Fraser University
Thesis type: 
Project Report (M.Pub.)

The Open Access (Open Journal Systems) paradigm and the production of scholarly journals in developing countries

Date created: 
2006
Abstract: 

Despite the relevance ofjournals to the development of scholarship on the African continent, printed journals are going through turbulent times. Alternative models of distributing scholarly communication are needed. A model such as the Open Journal Systems (OJS), which is reversing the declining access for faculty and students, is considered for developing countries in this report. The report examines OJS, an open source journal management/publishing system designed to support open access scholarly publishing and its application in the developing countries. The report describes the historical timeline of the Public Knowledge Project at University of British Columbia, which gave birth to the OJS, and the efforts that have been made by developing countries to adapt OJS to journal publishing with the hope that the developing countries may increase their contribution to global knowledge. The report concludes by discussing the challenges facing developing countries in embracing open access models for scholarly publishing.

Document type: 
Thesis
File(s): 
Department: 
Master of Publishing Program - Simon Fraser University
Thesis type: 
Project Report (M.Pub.)

Publishing a Canadian business memoir: A case study

Author: 
Date created: 
2006
Abstract: 

This project report examines the publication of the Canadian business memoir Straight from the Top by Robert Milton, CEO of Air Canada, published in 2004 by Greystone Books. Part 1 of the report concerns background issues such as the presence of books by public figures in non-fiction best-seller lists, the requirements when a publishing company works with a public figure and his or her advisers, and the use of a co-author. Part 2 covers the publication of Straight from the Top, from acquisition through writing and editing, publication, marketing, and media coverage. It pays particular attention to one of the most significant decisions made, which was to delay the book by a season in order to include complete and current information on a story that was still evolving. Publishing the book was a challenging project that was ultimately successful.

Document type: 
Thesis
File(s): 
Department: 
Master of Publishing Program - Simon Fraser University
Thesis type: 
Project Report (M.Pub.)

Revenue generation for thought-leader publications: monetizing quality content in integrated advertising sales

Date created: 
2012-11-27
Abstract: 

This report showcases The Tyee not only as a successful, independent, online magazine in British Columbia, but also as a competitive environment for advertising. Offering quality journalism for free provided by paid journalists requires an innovative revenue strategy, one that is constantly evolving. This report highlights The Tyee’s current advertising strategy in a larger revenue generation structure. It delves into the relationship between editorial and advertising; more specifically, it explores the obstacles and opportunities presented by integrated advertising bundles contingent on editorial moments. After a close look at how The Tyee’s content and advertising co-exist, the possibility of editorial planning for a fast-paced, online publisher is explored through the lens of a case study. The report concludes with the identification of strengths and weaknesses of the project, suggestions moving forward, and the relevance and application for other publishers.

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

Magazines Monetizing their Digital Presence: Three Strategies, Some Success

Date created: 
2013-01-31
Abstract: 

This report examines the online strategy of content expansion, a web-publishing strategy used by some magazines that can help draw traffic and have a positive effect on advertising revenue and achieve web monetization. The report begins by assessing the various elements that have historically impeded magazine publishers from monetizing their online properties and the reasons content-focused website redesigns have become routine. The report then introduces and analyzes content strategy and the role it plays in audience discoverability, with specific attention given to the content expansion strategy and its role in monetizing both content and audiences. The three publications examined in this report are united in their identification of a financially failing digital presence and their use of a content expansion strategy in the hope of reverting the trend.

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

Introducing Canadian High Interest/Low Vocabulary English-Language Books into Chinese School Curriculum: The Case of Orca’s Hi-Lo Fiction

Author: 
Date created: 
2012-12-10
Abstract: 

The newly launched official edition of China’s National English Curriculum Standards (NECS) has clear requirements for the teaching of reading skills at different grades. However, acquiring such skills in a conventional English reading class is quite challenging for some students. Such difficulties parallel to some extent reading difficulties of native speakers of English in North America, which are effectively addressed by the well-established practice of using high interest/low vocabulary (Hi-Lo) reading materials. This report describes an attempt to introduce British Columbia-based Orca Book Publishers’ Hi-Lo reading series into English reading classes in Chinese secondary schools. The report argues that, to meet the demand of teaching English reading skills in the context of NECS, Orca’s English Language Teaching (ELT) Reading Package is particularly well designed to prepare Chinese secondary school students to be confident, active, critical, and fluent readers in the post-secondary academic context.

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

Unconverted: outsourcing ebook production at a university press

Date created: 
2012-11-30
Abstract: 

The University of British Columbia Press (UBC Press), like many other university presses (UPs), has been outsourcing ebook production since it first started publishing its titles in digital form in the late 1990s. For over a decade, these files have been created by foreign companies hired through third parties—initially, through content aggregators, and more recently, through the Association of Canadian Publishers. At first, outsourcing seemed a sensible way for UBC Press to enter into e-publishing: the practice was not only convenient and cost effective, but it also fit with the Press’s own freelance-based business model. However, by 2011, it had become evident that outsourcing to large conversion houses had a number of drawbacks. In its most recent outsourcing experience, UBC Press had to deal with poorly formatted files, protracted production timelines, and delayed distribution, which has in turn threatened the reputation of the press and the profitability of its ebooks. Added to these problems are greater, industry-wide disadvantages that may result from outsourcing en masse, such as a dependence on cheap overseas labor and missed opportunities for professionalization and skill development among Canada’s domestic workforce. In the face of these problems, individual publishers like UBC Press must put various short-term solutions in place and consider making changes to their own production workflows if they are to achieve greater quality assurance and control over their own epublishing programs.

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

Device independence: responsive design strategies for digital publications

Date created: 
2012-08-27
Abstract: 

This report discusses and provides strategies for implementing responsive web design solutions for digital publications in HTML-based formats, with the aid of open web standards, media queries, device-specific CSS, and relative measurements. As technological innovations create more diverse reading experiences, presenting content in a way that is dynamic and suitable to each device and user’s preference becomes a larger priority in ensuring reader satisfaction and engagement. This report outlines methods for creating digital publications that adapt to the reading environment of a user by embracing device independence principles and open web standards, thereby extending the shelf life of a publication’s design and source files, and maximizing publisher investment in digital conversions. The report provides practical methods for implementing responsive design in the form of elastic layouts, built on the relative measurement of the em, which allows the optimization of layouts for display on handheld devices, tablets, and personal computers.

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

Publishing with a non-profit: A case study of the partnership between Greystone Books and the David Suzuki Foundation

Date created: 
2012-05-24
Abstract: 

In today’s unpredictable trade book market, savvy publishers are developing strategies to increase their financial stability. A for-profit publisher partnering with a non-profit organization may not seem like an obvious direction, but the partnership between Greystone Books and the David Suzuki Foundation shows that it can be a path to success. Established in 1993, the partnership gave the publisher a larger acquisitions budget, authority in the environmental book-publishing niche, and a greater awareness of environmental issues and potential writers that they might not otherwise be connected with. The David Suzuki Foundation benefited not only from an expanded communications network but also from the legitimization that working with Greystone offered this perceived “left-wing gang of enviros.” This case study explores the founding and development of the partnership and offers other publishers key insights on establishing partnerships of their own.

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

Foot/print—reducing the carbon footprint of the Canadian magazine industry

Date created: 
2012-05-30
Abstract: 

Individuals and business people around the world are looking for ways to reduce their impact on the environment, and Canadian magazine publishers are no exception. In order to help publishers “green” their businesses, Magazines Canada collaborated in 2008 with the environmental organization Markets Initiative (now Canopy) to produce the Magazine Ecokit. This document highlighted a number of ways magazine publishers could reduce their harmful impacts on the environment. Recognizing climate change as the most pressing environmental issue facing humanity, Magazines Canada and Canopy collaborated again in 2011 to create a guide specifically focused on how Canadian magazine publishers can reduce their greenhouse gas emissions: The Carbon Footprint Compendium. During an internship with Magazines Canada, I was responsible for assembling the Compendium into a single straightforward and practical document. The process revealed the complexity and controversies surrounding carbon reduction in the magazine industry, as well as the lack of information available on Canadian publishers’ environmental activities. In-depth examinations of either of those topics would not have been appropriate within the context of the Compendium, but both are certainly worthy of study and discussion. By tackling both subjects together, this report provides a detailed picture of the state of Canadian magazines’ response to climate change, beginning with an analysis of existing studies of magazines’ climate impacts and the strategies they suggest, continuing with case studies of Canadian publishers’ environmental practices, and concluding with an examination of the challenges and possibilities of the future, including possible directions for scientific research and collective action within the publishing industry. Issues examined include the challenges of creating high-quality paper from recycled fibre, paper mills’ claims of carbon neutrality, and whether digital publishing provides environmental benefits.

Document type: 
Graduating extended essay / Research project
File(s): 
Supervisor(s): 
Roberto Dosil
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.