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Does everyone in your company understand what makes you successful? This course aims to equip publishing professionals in all functional areas with a set of tools and methodologies to improve the performance of the company.
Dealing both with the creation of profitable publishing programmes and the development of effective channels to market, Making Money out of Publishing aims to develop a broader view of the business model and a common language for use by every functional area.
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Making Money out of Publishing enables learners to
- Contribute more effectively and appropriately to decisions about what should be published
- See the strategic picture beyond the level of the individual publishing project
- Use tools such as SWOT analysis and portfolio theory to analyse a list as a whole
- Build more profitable relationships with customers by understanding the dynamics of the sales channels
- Understand the mechanics of the business model and identify opportunities for improvement
- Understand the nature of the business model and suggest improvements
- Identify opportunities for new publishing projects and assess and categorise the risks associated with them
Learning outcomes
Making publishing decisions
What is a publishing decision?
Who is involved in a publishing decision?
How do we set the price?
What pricing strategy theory is there?
How should we forecast sales?
How do we decide how many we print?
What are good financial decisions?
What risks are there?
Building a list
What is a list and why do we have them?
How does a list develop a personality?
How do we measure the success of a list?
How do we compare a list to a competitor's?
What should we not do?
Managing the channels
What are sales channels?
Which markets should we focus on?
Who gets the money by channel?
What constitutes a deal?
What is the purpose of intermediaries?
What is the cost of infrastructure?
What information do we need?
Building the business
How do we focus?
What is the business we are building?
What is our story?
How could we build a better machine?
How can we drive growth?
How do we predict the future?
How do we monitor our progress?
Researching and developing new projects
Why do we need to research markets?
How do we network?
How do we identify opportunities?
Who are the competition?
How do we pay authors?
What shape should a proposal take?
How do we work with third parties?
Target audience
This course is designed to appeal to experienced publishing professionals in all functions.
See also:
 Understanding Accounts
Overcoming the Fear of Finance
Introduction to Publishing
Managing the Numbers
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Professional Development
