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

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Building an Efficient Print Production Workflow through Web-to-Print: A Case Study of Hemlock Printers

Author: 
File(s): 
Date created: 
2016-03-30
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

To respond to significant technological progress, the printing industry is gradually embracing a production system known as Web-to-Print, of which print providers can offer services to their clients through an automated online service. This report examines the use of web-to-print systems at Hemlock Printers, a Burnaby-based printing firm, as a case study. The report focuses on three different web-to-print systems at Hemlock and provides information on the company’s reasons for adopting each system; the various components of each workflow; detailed description of each workflow; as well as their capabilities and limitations.

Document type: 
Graduating extended essay / Research project

The Glue that Connects Publishers to Booksellers: An analysis of the role of commissioned sales representatives and their value as links between book publishers and booksellers

Author: 
File(s): 
Date created: 
2016-04-19
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

This project report covers three key areas: the history of the company Ampersand Inc., the role of sales representatives in the publishing industry, and what both publishers and booksellers need to know in order to garner higher sales for their books. Through an analysis of a commissioned sales rep agency, Ampersand Inc., the report will look at how the publishing industry has changed in the past six years, and how these changes have affected sales strategies. The report will also show how having the right sales force is vital to a book’s success and that commissioned sales reps have a huge wealth of knowledge in the book publishing industry that publishers and booksellers should be taking fuller advantage of.

Document type: 
Graduating extended essay / Research project

Bringing self-publishing services to corporate clients: A business development feasibility study

File(s): 
Date created: 
2016-04-21
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

This report aims to evaluate the feasibility of Page Two Strategy’s (Page Two) proposed venture to expand the reach of their self-publishing services to new corporate clients in a service offering called Corporate Publishing Consulting (CPC). The evaluation is based on information provided by Page Two principals Finkelstein and White throughout various discussions. Chapter one outlines Page Two’s existing business model, as it relates to corporate clients, and breaks down the company’s unique service structure. Chapter two evaluates Page Two’s tangible and intangible company resources, and analyzes the strengths and weaknesses of CPC, and its expansion. Chapter three discusses the external market factors that drive and challenge the expansion of CPC. Chapter four outlines Page Two’s current operations model—how they attract clients and the process through which they complete a self-publishing project—in order to determine how the expansion of CPC might affect operations.

Document type: 
Graduating extended essay / Research project

Revisiting the Porthole View: An Analysis of Outreach Strategies in Pursuit of Market Expansion

File(s): 
Date created: 
2016-01-28
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

This report is intended as a follow up to the 2014 Amanda Peters report, “The Porthole View: Marketing to the Masses Through the Little Window,” which provided a top down analysis of Now Or Never Publishing’s marketing tactics, as well as a list of suggested action plans for improving company visibility. This report revisits each of these recommendations, analyzing their continued appropriateness for Now Or Never, while simultaneously documenting any progress or setbacks the company has faced in its attempts to expand its audience. Organized into a general dichotomy of digital and physical outreach strategies, this report employs personal interviews, sales data, and social media insights to determine what amount of marketing improvement and success a boutique publishing house can realistically achieve within a one-year time frame. As a result of these analyses, this report concludes two things. First, that within the given time frame, Now Or Never Publishing has been generally unable to follow the action plans outlined in the Peters’ report, or to embrace them with the full level of commitment needed for success. Second, that these failures do not necessarily imply a lack of effort, but rather may highlight a disadvantage unique to small press publishing, wherein marketing is sacrificed in favor of production and editorial deadlines.

Document type: 
Graduating extended essay / Research project

E-Cookbooks: An analysis of profitability

File(s): 
Date created: 
2016-01-26
Supervisor(s): 
Juan Pablo Alperin
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

Appetite by Random House is a lifestyle publishing house imprint, within the parent company of Penguin Random House (PRH) Canada, specializing in the publication of cookbooks. Under corporate policy, Appetite produces digital versions of all of its published titles; however, cursory analysis of Appetite’s digital cookbook (e-cookbook) sales reveals low sales volume calling into question the profitability of this universal conversion policy. This report utilizes data collected and stored in the PRH internal database, MyHouse, to perform a series of quantitative data analyses focused on Appetite’s e-cookbook sales and with the intent of answering the core research question: is the return on investment (ROI) for converting titles into digital versions positive for all cookbooks? Results indicate that while individual sales volume and ROIs vary from title to title, overall net sales, when totaled across Appetite’s published e-cookbooks, are sufficient to yield a positive ROI. Preliminary analyses of possible variables impacting sales volume and thereby ROI are included. Further, comparative analyses are performed using data from a sample of PRH imprints that also publish digital cookbooks with results indicating that Appetite’s ROI for digital cookbook production is lower than the sampled average.

Document type: 
Graduating extended essay / Research project

Building Bridges for Bridge & Burn: How small lifestyle brands use content to extend their reach online

Author: 
File(s): 
Date created: 
2016-01-26
Supervisor(s): 
John Maxwell
Shannon Emmerson
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

Many have heralded the death of quality content and mourn the demise of paid roles for traditional writers and publishers in the digital age. But in fact, a new model for marketing is opening up new avenues for quality content. Brand publishing, also known as content marketing, will drive the future of content. This paper examines this development and best practices for brand publishers within the current marketing landscape. Chapter one looks back through the past ten years to consider the factors that have caused this shift. Chapter two looks at brand publishing in action, outlining the characteristics of successful branded content and addressing some of the risks and pitfalls to which marketers can fall prey when they publish original content. Chapter three quantifies the impact of brand newsrooms on the bottom line and establishes which metrics are worth measuring. Finally, chapter four sees this new model of marketing applied to a growing apparel brand based in Portland, Oregon, and reveals the impact that a documented content strategy had when executed in the summer of 2014.

Document type: 
Graduating extended essay / Research project

Publishing translated works: Examining the process

Author: 
File(s): 
Date created: 
2015-12-18
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

Greystone Books Ltd., based in Vancouver, publishes many translated works. This report is intended to examine the benefits of publishing translated works and compare that to publishing original English language works. This report will analyze two translated works: Gut: The Inside Story of Our Body’s Most Underrated Organ by Giulia Enders, which was translated from German to English, and 1000 Lashes: Because I Say What I Think by Raif Badawi, which was translated from Arabic to English. Greystone Books’ process for publishing translated works will be explored to understand how its acquisition, translation, editorial, and marketing and publicity processes work. These will be compared to Greystone’s processes for publishing original English language works. Two case studies will be presented to further evaluate Greystone’s process for publishing translated works. Gut: The Inside Story of Our Body’s Most Underrated Organ by Giulia Enders had a regularly-paced schedule and an accessible author, whereas 1000 Lashes: Because I Say What I Think by Raif Badawi had a very tight schedule and an absentee author. By examining these two books, this report will determine if publishing translated works is a more, less, or equally effective method than publishing original English works for Greystone.

Document type: 
Graduating extended essay / Research project

The events model: How industry-specific award events benefit magazines

File(s): 
Date created: 
2015-12-17
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

The purpose of this report is to explore the effectiveness of magazine award events and to recommend improvements that will propel such media events to impact the publishing landscape on a greater level. This paper uses Western Living’s Designers of the Year and Vancouver magazine’s Restaurant Awards as case studies to support the concept that award events are a clever and dependable source of non-traditional revenue, free marketing, and proprietary editorial content for such publications. It also critically analyzes the impact that each department—editorial, marketing, and sales—has on planning, executing, and promoting these events in terms of editorial vision, marketing and PR impact, and sales strategy associated with such events. Finally, this paper offers suggestions and recommendations for how award events could be utilized and monetized further.

Document type: 
Graduating extended essay / Research project

Bringing the Writer Home: Consistency and Community in The New Quarterly's Past and Future

File(s): 
Date created: 
2015-12-21
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

The New Quarterly has remained a successful small-circulation literary periodical through thirty-four years of operations. This report focuses on four benchmarks in The New Quarterly’s history: its inception in 1981, its incorporation as The New Quarterly Literary Society in 2003, its succession plan to hire a new editor and acquire charitable status in 2012, and the inauguration of the Wild Writers Literary Festival, the magazine’s largest brand extension and annual fundraising event. Through the magazine’s consistent mandate, its excellent editorial reputation, and its dedicated community presence, The New Quarterly has become a destination literary magazine in Canada. By continuing these best practices and adapting them to the digital age, The New Quarterly can evolve into a successful content producer. This project report is intended to benefit members of the Canadian magazine publishing industry, and will be of interest to those concerned about the sustainability of charitable arts organizations in Canada.

Document type: 
Graduating extended essay / Research project

Notes From The Underground: A Case Study of subTerrain

Author: 
File(s): 
Supervisor(s): 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Abstract: 

In 2015, subTerrain celebrated its 27th anniversary. What began as a small, obscure publication has over the course of the last three decades evolved into a prominent magazine with a distinctive voice in the Canadian literary landscape. This report considers subTerrain’s challenges in ensuring a steady supply of government funding and the impact of the introduction of the Canada Periodical Fund on literary magazines. This report makes the case that subTerrain has grown in readership and relevance by cultivating a vibrant community of writers and offering them an alternative and attractive space to publish experimental and progressive work. Finally, it examines the magazine’s ongoing attempts to augment itself for online consumption.

Document type: 
Graduating extended essay / Research project