In real estate, as we all know, it’s location, location, location. In the book world that location is the cover of the book and the websites on which the book is featured. In both cases, the prime real estate is where you find the descriptive copy for the book, in all its facets and aspects.
In design, use of space is crucial. It’s all about how you provide the information/content/user experience. What makes a design work is how accessible it is for its purpose. In the case of books, that design aspect applies particularly to how accessible the descriptive content is on the cover.
In politics, delivery of message is key. How a politician says what he or she wants his or her constituents to know, maybe perhaps even more than what is said, determines how well the message is received. In books, how we describe what’s in a book is tied closely to what we write, but delivery of that message is crucial. Continue reading “Doc Martyn’s Sage Marketing: Cover Copy”→
A couple of months ago I was recording a segment for “1869: The Cornell University Press Podcast” and our marketing director, Martyn Beeny, asked me what I meant when I talked about “smart books.” I had used the term in association with the sort of titles I wanted to acquire for our new regional trade imprint, Three Hills. “Smart” sounded like a good word, even a smart word, but what did I mean by it?
I paused, and audibly gulped. (You can listen here; the gulp comes at 2:06.) While I pulled myself together and said something about books that were “well-researched,” “informed,” “fair,” and “searching”—all good words, too—the truth was that I was not sure what I meant when I used the term “smart.” I felt that I knew what a smart book was but, when asked by Martyn, I realized I did not have a handle on what was obviously an intuitive feel for the sort of title I wanted to sign for the imprint.
A lot of work in publishing is, in fact, done by feel and intuition. That is part of the peril and fun of what we acquisitions editors do when we make judgments about quality and determine what we want to publish. Yet my failure to be articulate on this topic bothered me, and so I thought more on it. I use the term most often when I am talking about my trade and academic-trade titles—books that are meant to appeal to broader audiences—and that sense of readership plays into the concept of smart that, after some reflection, I struck upon. Continue reading “Outbox: Smart Books”→
Two months ago, for the second consecutive year, I represented Cornell University Press at the AAUP Annual Meeting. The discussion panels, networking opportunities, and ambient air temperatures in Austin, TX, were extremely positive experiences.
First, who am I and why did I trek all the way to Austin?
I have been an acquisitions assistant at Cornell University Press for approximately two years, recently making the transition to assistant editor. I landed here after receiving a Ph.D. in molecular biology and genetics studying beetle horn development from Indiana University and completing two postdoctoral appointments researching butterfly wing patterning at Yale and Cornell Universities (true story). As my second postdoctoral appointment came to an end, I realized my passion was with editing and publishing rather than bench work. I had the experience to justify such a switch, having published my research in several academic journals (still ongoing!), edited and peer reviewed manuscripts on a regular basis, helped students and lab mates with their writing, and composed grants for my own funding. Thus, unbeknownst to me, I was already performing some tasks of an academic editor even before walking through the Cornell University Press lobby. Continue reading “Adventures in #Acquisitioning: AAUP 2017”→
I spend quite a bit of time thinking about the future of marketing books. The possibilities of what we can or might do fascinate me because that’s where the fun in marketing books really lies.
Which brings me to seasonal catalogs: the traditional linchpin of book marketing. Confining our book releases to two artificial seasons (for some reason we couldn’t even keep in line with nature and do four) seems archaic to many people. The artifice of the seasons and their accompanying catalogs have long been derided as old-fashioned and unnecessary in the modern Edelweiss, endless media, perpetual publishing and buying model. Even though almost all university presses continue with the seasonal model, some have done away with the printed version of the seasonal catalog entirely.
Big history is making a comeback in the subfield of early American history. Or perhaps I should say that bigger history is once again of interest to scholars and, as an acquisitions editor, I am seeing exemplary work that shows what can be accomplished when one takes on the challenge of offering a more grand and sweeping account of events.
The contrast here is with the more fine-grained, local, and sometimes fragmentary work that came to the fore in the decades-long rise of social and cultural history. Rightfully weary of the big histories of famous men, military conflicts, and affairs of state, historians turned to the particularities of events and personal experience. In so doing they did scholars and lay readers alike a great service by putting us in contact with the daily and intimate aspects of history (often using diaries and court records), the experience of lesser-known historical actors (often women and people of color), and informal practices that structured experience (often unregulated markets, social networks, and resistance movements). And, as a result, today no one can do legitimate research and write meaningful narratives while overlooking these rich dimensions of historical experience. Continue reading “Outbox: Trends in the History of Early New York”→
The work of the CUP team to acquire and publish this book is a perfect example of the way in which we are striving to help change the world one book at a time.
Mr. Kan’s book and lecture, part of the Distinguished Speaker Series from the Mario Einaudi Center for International Studies, focused on the events of the Fukushima nuclear disaster in 2011. From our perspective, Mr. Kan’s visit, the lecture, the packed house, and the seemingly never-ending line of eager book buyers waiting for a signed copy and photo opportunity with the former prime minister can only be seen as an unqualified success. Continue reading “A Dignitary Visits”→
What if we’re missing the real revolution of Print on Demand?
Think about it. With POD we could:
Make almost real-time edits and updates to a book
Feed content from a blog or website straight into a book
Create a system for marginalia printed in a book
Change content based on critique
Change a cover to suit audience taste more easily
Personalize every copy of a book
Why would we want to use print books in this way? Isn’t it better to simply allow digital platforms to handle this kind of change? On some level, absolutely. Print books can’t do what digital ones do; they can’t be changed or edited in real time. But what if we tried to mimic the digital experience as closely as we can in print books? How would that affect how we perceive the printed book? In other words, it’s time to flip the print-to-digital paradigm on its head and see if we can apply some digital-like assets to a printed product. Continue reading “DOC MARTYN’S SAGE MARKETING: Shifting the POD Paradigm”→