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

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The digital scriptorium: agile methodologies and the small trade publisher

Date created: 
2011-09-14
Abstract: 

This report provides the technological, historical and theoretical context of an agile publishing workflow—that is, a workflow that adapts to a changing environment through iterative development. Given the current publishing climate, including the increasing pressure to produce print and digital formats simultaneously and the limited resources of small publishers, this report posits that such a workflow has become necessary. Building on ongoing research, it describes the structure of an accessible (low-cost and easily learned), web-first, agile workflow and the process of integrating it into the production processes of a small publisher, Arsenal Pulp Press. The report concludes with a look at the system’s successes and shortcomings, and the trajectory of the industry with the influences of proliferating formats and lengthening sales curves. In particular, it examines the changing role of the editor in the age of the short run and the integrity of the text given the flexibility and transparency afforded by digital approaches.

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

Off-line and on-demand: the Tyee's first endeavour in print publishing

Date created: 
2011-03-31
Abstract: 

This report summarizes and analyzes the creation of a print-on-demand anthology from free online content sourced from The Tyee. The book, titled Harvested Here: Delicious Thinking About Local Food, was created by Tyee staff as an experiment in brand extension, reader engagement, and in recruiting new sponsors to fund future journalism on the independent, online news site. The report that follows considers the roadblocks faced by the editorial team during the course of putting “pixels into print,” and catalogues the myriad benefits the first Tyee Special Edition has brought to the publication. The report concludes with an assessment of the merits of three print-on-demand options available to publishers in Vancouver (BookRiff, Lightning Source, and the Espresso Book Machine), and considers how The Tyee will carry out future publishing ventures.

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.

Niche publishing in the digital age: creating digital editorial content for cottage life

Author: 
Date created: 
2010-12-15
Abstract: 

Drawing on experiences from an internship with Cottage Life magazine, this project report delves into the digital initiatives that the publishing world is currently embarking on. Starting with an overview of the technological developments that have influenced the publishing world, this paper moves on to look at Cottage Life and its parent company Quarto Communications. Three realms of digital content, along with discussions with Cottage Life bloggers and web administrators, are presented; and the realities of the planning, time, and effort that go into the creation of online editorial content – as well as the challenges that must be met – are considered.

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.

Marketing professional publications to the post-secondary education market: a case study of the publications of the Centre for Addiction and Mental Health

Author: 
Date created: 
2011-08-19
Abstract: 

The publishing division of the Centre for Addiction and Mental Health (CAMH) aims to increase the use of its professional books as course texts in colleges and universities by conducting marketing activities in this area. The report looks at CAMH’s role as a publisher, including the relevance of its mandate and publications to this post-secondary market. It then reviews CAMH’s past marketing approaches and strategies of other publishers who market to the post-secondary market. In order to gain a better understanding of CAMH’s educational market, a survey was conducted among 29 instructors of post-secondary mental health and addiction courses to determine how they choose and use their course texts. Findings showed that course texts are an important part of the learning curriculum; that instructors value Canadian-based texts that are closely aligned to course topics; and that instructors are generally open to receiving information from publishers.

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.

The Raincoast eCatalogue: the creation of an electronic catalogue as a supplemental selling tool for sales representatives

Date created: 
2011-08-05
Abstract: 

Raincoast Books Distribution Ltd. is a Canadian book distributor that provides sales, marketing and distribution services for a number of international and Canadian publishers. Each publishing season Raincoast Books distributes approximately 25,000 paper catalogues to sales representatives and retail accounts. Traditional paper catalogues have major disadvantages including their static format, high cost of production and distribution, inclusion of frontlist titles only and environmental impact. Raincoast Books has created an electronic catalogue, the eCatalogue, to address these issues, reduce the use of printed catalogues and facilitate access by sales representatives to publishers’ backlists. The largest obstacle in Raincoast Books’ efforts to eliminate paper catalogue use is the adoption of the eCatalogue by sales representatives. This report explores the benefits created for sales representatives by the eCatalogue and shows that the primary function of electronic catalogues is to better support the sorting, filtering and matchmaking functions that a sales representative provides booksellers.

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.

Open access and scholarly monographs in Canada

Date created: 
2011-04-06
Abstract: 

The unprecedented access to knowledge enabled by the internet is a critical development in the democratization of education. The Open Access (OA) movement argues that scholarly research is a common good that should be freely available. In theory, university presses concur, however, providing such access is largely unsupportable within current business model parameters. This study presents an overview of OA in North America and Europe, focusing on the Canadian context. Given their relatively small market and current funding models, Canadian scholarly presses differ somewhat from American and European publishers vis-à-vis OA. Drawing both on information from industry stakeholders and relevant research, this paper aims to clarify how Canadian university presses might proceed with respect to OA. While the study does not make specific recommendations, possible business models are presented that might help university presses offset the cost of offering OA to the important body of scholarship that they publish.

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

Finding friends for the Tyee: A plan for a reader-supported journalism program

Date created: 
2011-03-29
Abstract: 

This report introduces the Tyee, an independent, online-only regional news magazine. Like most magazines, the Tyee constantly searches for new revenue sources to become financially stable. In 2009, the Tyee undertook a one-time fundraising campaign aimed at readers. It was so successful that the staff conceived the idea of enlisting reader support as an ongoing revenue source. This report identifies the factors that contributed to the success of the one-time campaign, considers their applicability to a continuing campaign, and describes the planning process that led to the design of an ongoing fundraising program, whose key element was to invite reader participation in editorial decisions in exchange for financial contributions. The report then describes the proposed program and offers recommendations for further development. It concludes by considering the feasibility of the proposed program and the contribution it can make to the search for new journalism funding models.

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

The golden age of reprints: classic comics in a contemporary industry

Date created: 
2011-04-07
Abstract: 

This report focuses on the comics reprints environment in 2011 through an analysis of the reprinting activities at Montréal’s Drawn & Quarterly. The report introduces the reader to Drawn & Quarterly by examining the comics environment from which it emerged in the 1980s and exploring the development of the company to the present day. The complete history of comics reprints in North America is explored, highlighting the role of reprints in creating the foundation of the comics industry. The reprints market in 2011 is discussed by analyzing Drawn & Quarterly’s key competitors and their individual roles within the industry, and exploring the idiosyncrasies of the company’s four main reprint series: Nipper, Walt and Skeezix, The John Stanley Library, and Moomin. Finally, the report closes with comments on trends in the marketplace, Drawn & Quarterly’s current stance on comics reprints, and ideas on what reprints may look like in the future.

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.

Reciprocal rewards: bringing Reader’s Digest magazine brands and content to Canadian web portals

Author: 
Date created: 
2011-01-26
Abstract: 

This report examines the online partnerships that Reader’s Digest Canada’s established with web portals for its magazines and digital properties: Best Health magazine and PlaisirsSante.ca with Sympatico.ca; and Reader’s Digest Canada and Sélection du Reader’s Digest with MSN.ca. When Besthealthmag.ca became Sympatico.ca’s health and fitness channel in 2009, the website’s audience grew exponentially, proving the value of investing in online publishing. This paper presents the marketing, web editorial, and business strategies for the publisher’s web properties. The histories of web portals and Reader’s Digest’s web strategy, with an examination of how and why the publisher’s partnerships with portals were established, are covered. As well, the impact of the partnerships on brand awareness and audience growth is discussed. Finally, the implications of partnerships with web portals for the greater Canadian magazine publishing community are considered.

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

Building a brand portfolio: an analysis on brand extensions by the Tribute Entertainment Media Group

Author: 
Date created: 
2011-01-05
Abstract: 

This report focuses on The Tribute Entertainment Media Group’s (TEMG) implementation of brand extensions in print and digital publishing as an example of how publishers need to grow, evolve, and adapt in response to the Internet’s continued success at attracting users. The TEMG case demonstrates the need for magazines to consider brand extension strategies to remain competitive as readers are increasingly drawn to consume content online. Specifically, this study explores opportunities presented by digital branding to reach new market segments and take advantage of new revenue streams made possible by the Internet. This report illustrates the decision process, its implementation risks, and the viability of each brand extension, thus providing insight into the practical brand extension strategies implemented by the TEMG.

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.