semester 1

FEDERAL UNIVERSITY OF LAFIA

FACULTY OF SOCIAL SCIENCES

DEPARTMENT OF MASS COMMUNICATION

Code: MCM 105
Title: Introduction to Book Publishing
Unit: 2
Lecturers: Mr. Ogoshi, J.D/ Ms. Abdullahi, H.A.

Philosophy:
  • Examination of book publishing as a cultural activity, and as a business.
  • Exploration of the environment of book publishing.
  • Understanding book publication as a mass industry.
  • Divisions of the industry.
  • A look at the publishing process.
  • Overview of industry activities and associations.
Learning Outcomes

At the end of this course, students will be able to:

  1. Explain the concept of book publishing.
  2. Discuss publishing as a cultural activity and as a business.
  3. Discuss the environment of book publishing, publication as a mass industry, and divisions of the industry.
  4. Explain the publishing process; industry activities and associations.

INTRODUCTION

  • Definition of publishing.
  • Types of publishers.
  • Brief history of publishing in Nigeria.
  • General characteristics of the Nigerian publishing industry.
  • Types of publishing.

2.0 OBJECTIVES

By the end of this unit, you will be able to:

  • Discuss the meaning of book publishing.
  • Explain the meaning of book trade.
  • Identify the types of publishers.
  • Narrate the history of book publishing in Nigeria.
  • Outline the characteristics of the Nigerian publishing industry.
  • Explain the publishing process.
  • Discuss problems of vernacular book publishing and the types of book publishing houses.
  • Identify departments in book publishing houses and professionals in the book publishing industry.
  • Analyze the economics of book publishing, including the cost and factors determining income.
  • Conduct a book publishing environment analysis.
  • Discuss challenges facing book publishing in Nigeria.

CONCEPT OF BOOK PUBLISHING

Definition of Book Publishing

  • The term publishing has varied definitions, often influenced by context.
  • Nyeko (1999:1) defined publishing as:
    • “The process of producing for dissemination, books, films, computer programs, records, newspapers, periodicals, discs, bulletins, magazines, and other literary materials.”
  • Contextually, book publishing captures social and intellectual activities, aiming to store information for the education and entertainment of society.
  • Akpoko (2012:27) states book publishing:
    • “Simply means to have a book or periodical printed out and distributed for sale.”
  • Oso and Biobaku (2008) describe publishing as a generic term for the production of literary and information materials.
  • Okwilagwe (2001:1) cites Chandler Grannis (1967):
    • “Publishing is to make public – to send forth among the people – the words and pictures the creative minds have produced, that editors have worked over, and that printers have reproduced.”
  • Publishing includes planning, selecting, editing, designing, producing, marketing, and distributing printed materials such as books, magazines, and newspapers.
  • Specifically, for books, publishing is complete when a manuscript is transformed and distributed to its audience.

CONCEPT OF BOOK TRADE

Book Selling/Book Trade

  • Book trade refers to the activities of publishers or agents distributing reading materials through proper marketing channels to make them publicly available.

CONCEPT/TYPES OF PUBLISHERS

Publisher

  • A publisher is defined as:
    • Any person, group of individuals, or corporate organizations engaged in the business of producing and selling books and other printed materials to the public.
Types of Publishers
  1. Traditional and Trade Publisher
    • Traditional publishers contract with authors, providing an advance against royalties or a flat fee.
    • Authors retain copyright and their names appear on books.
    • Trade books are marketed to bookshops, libraries, and schools.
  2. Mass Market Publishers
    • Similar to trade publishers, sometimes with joint copyright or in the publisher's name.
    • Sold through discount retailers and bookstores.
  3. Book Packagers
    • Generate concepts for books, selling them to traditional and mass market publishers.
  4. Small Presses
    • Publish fewer titles, often focusing on young readers.
  5. Educational Publishers
    • Produce curriculum-related materials for schools, marketed through sales representatives to educators.
  6. Self-Publishers
    • Authors manage every aspect of production, often for small print runs.
  7. Foreign or Non-Indigenous Publishers
    • Non-Nigerian corporations controlling majority ownership, e.g., Macmillan, Longman.
  8. Indigenous Publishers
    • Nigerian firms control operations, may be government or privately owned.
    • Examples include Ethiope Publishing Corporation and Africana.

BRIEF HISTORY OF BOOK PUBLISHING IN NIGERIA

  • Book publishing in Nigeria is a relatively new trade, originating with printing presses in Calabar and Lagos producing religious texts.
  • As literacy rates increased, publishing expanded beyond religious materials to include educational literature.
  • Foreign publishing houses established branches in Nigeria, including Longman and Oxford.
  • Between 1850 – 1930 was a significant era for journalism and nationalism in Nigeria.
  • The first African publishing house, Presence Africaine, was established in Paris in 1947.
  • The 1950s and 1960s saw a rise in indigenous publishing linked to creative writing.
    • Onitsha market literature became popular during this time, addressing relatable themes for readers.
  • African nationalism drove the establishment of indigenous publishing houses, fostering an educated African elite capable of disseminating their ideas.

GENERAL CHARACTERISTICS OF THE NIGERIAN PUBLISHING INDUSTRY

  1. Few indigenous book publishers exist, e.g., Onibonije Press, Gaskiya Press.
  2. Limited print runs lead to quick stock outs; publishers fear low sales.
  3. Despite a sizeable readership potential, Nigerians prioritize spending on food over books.
  4. The capital-intensive nature of publishing limits contributions to large-scale operations.
  5. Author-publishers often self-publish, particularly in the Onitsha district.
  6. High costs of production materials hinder effective publishing practices.
  7. A significant portion of the population is illiterate; estimates state that 40% of Nigerians cannot read or write.
  8. 80% of published materials are educational textbooks, reflecting the education demand.
  9. Book sales are seasonal, peaking at the academic year’s start.
  10. Legal deposit laws have resulted in poor bibliography control of publications.

PUBLISHING PROCESS

  • Several activities characterize the book publishing process, summarized as follows:
  1. Idea Generation: The initial manuscript idea comes from the author.
  2. Manuscript Submission: This can be solicited or unsolicited.
  3. Editing the Manuscript: Assessing fitness for publication, typically by content editors and external assessors.
  4. Designing the Book: Graphic designers and typesetters create the book’s visual presentation.
  5. Filming: Lithographers film the artwork to create printing plates.
  6. Plating: Generating plates from the filmed artwork for printing.
  7. Printing: Using plates to print copies of the book.
  8. Binding: Finalizing the printed impressions into individual books.
  9. Marketing: Distributing books to sales outlets like bookstores and newsstands.

TYPES OF BOOK PUBLISHING

  • Publishing encompasses making literature and other materials available to the public. Types include:
  1. Professional Publishing: Focused on standards necessary for professionals (e.g., law, medicine).
  2. Textbook Publishing: Creates educational materials tailored for specific syllabi.
  3. Trade Book Publishing: Involves acquiring and selling consumer-friendly books.
  4. Bargain Book Publishing: Produces affordable books for budget sections in bookstores.
  5. Electronic Publishing (E-Publishing): Involves digital formats for books and periodicals, accessible online.
  6. Desktop Publishing (DTP): Utilizes microcomputer software for layout and design, mostly for newsletters or promotional materials.
  7. Vernacular Publishing: Focuses on publishing in local languages, often requiring government support.

PROBLEMS OF PUBLISHING VERNACULAR BOOKS

  1. Linguistic Diversity: Numerous languages complicate uniform vernacular publishing.
  2. Technical Difficulties: Tonal languages may need special signs for printing.
  3. Reading Difficulties: Literacy in vernacular languages may hinder readers familiar with other languages.
  4. Lack of Enthusiasm: Diminished interest in vernacular publications due to a focus on English.

BOOK PUBLISHING HOUSES

  • Definitions:
    • Distinction between publishing and printing; publishers oversee the entire production process.
    • Each house has systems for sourcing manuscripts and facilitating book production.
Functions of Publishing Houses:
  1. Conceptualizing book ideas.
  2. Acquiring manuscripts.
  3. Editing and designing books.
  4. Typesetting, printing, binding, and marketing books.
Departments in Book Publishing Houses
  1. Editorial: Develops books and assesses manuscripts.
  2. Human Resources: Manages recruitment and staff welfare.
  3. Finance and Accounts: Oversees organizational finances.
  4. Production: Responsible for printing all titles for publication.
  5. Marketing: Handles promotion and distribution of published works.

PROFESSIONALS IN BOOK PUBLISHING

Roles of Professionals

  • Author: Conceptualizes ideas, develops manuscripts, responsible for initial creative input.
  • Publisher: Edits manuscripts, ensures quality, oversees the production process.
  • Printer: Responsible for typesetting, binding, and finishing books; collaborates closely with publishers.
  • Bookseller: Connects publishers with readers, manages retail sales channels.

Types of Editors in Publishing

  1. Acquisition Editor: Secures manuscripts for publication.
  2. Managing Editor: Ensures all manuscripts selected are appropriately edited and corrected.
  3. Content Editor: Checks manuscripts for relevance to current arguments in the field.
  4. Copy Editor: Ensures language correctness within manuscripts.
  5. Graphic Editor: Oversees the incorporation of relevant illustrations and visual aids.

Additional Professionals

  1. Book Designers: Create visually appealing and accessible layouts for books.
  2. Indexers: Compile comprehensive indexes for book content.
  3. Readers: Essential end users for all books, influential in the publishing process.

ECONOMICS OF BOOK PUBLISHING

Key Aspects

  • Focuses on using resources effectively to produce books profitably.
  • Considers costs associated with editorial preparation, manufacturing, and marketing.
Cost of Book Publishing
  1. Editorial Preparation Costs: Payments to illustrators, editors, and other creative contributors.
  2. Physical Manufacturing Costs: Payments to printers and suppliers of raw materials.
  3. Marketing and Distribution Costs: Covers expenses for selling activities and promotional efforts.
Factors Determining Income in Book Publishing
  1. Selling Price: Understanding the relationship between production costs and selling price.
  2. Number of Copies Sold: Ensuring sufficient copies sold, as substantial unsold inventory impacts income.
  3. Discounts to Booksellers: Strategic planning for discounts to maintain profit margins.
  4. Incidentals in Marketing: Anticipating unbudgeted costs arising from marketing efforts.

TYPES OF ORGANISATIONS IN BOOK PUBLISHING

  1. Sole Proprietorship: Owned and managed by one individual.
  2. Partnership: Involves multiple owners sharing management responsibilities.
  3. Private Limited Liability Companies: Limited to a small group of shareholders, with restricted share transfers.
  4. Public Limited Liability Companies: Have a larger number of shareholders with greater share transferability.

BOOK PUBLISHING ENVIRONMENT ANALYSIS

Considerations

  • Publishers identify strengths and weaknesses through environmental analysis.
Key Analyses
  1. Product Analysis: Assessing the uniqueness and quality of book titles for publication.
  2. Consumer Analysis: Understanding target audiences to meet their needs effectively.
  3. Market Analysis: Gathering competitive insights to optimize sales strategies.

CHALLENGES FACING BOOK PUBLISHING IN NIGERIA

  1. Absence of Qualified Manpower: Limited educational programs in publishing strain skills development.
  2. Finance: High capital requirements hinder publishing efforts.
  3. Poor Reading Habit: Low literacy rates create a challenging market for publishers.
  4. Production Costs: Elevated material costs contribute to high book prices.
  5. Inadequate Distribution Channels: Limited infrastructure affects book accessibility.
  6. Limited Market: Few outlets restrict the market for published materials.
  7. Foreign Exchange Problems: Difficulties in sourcing materials impede the industry.
  8. Piracy: Intellectual property violations demotivate authors and publishers.
  9. Outdated Copyright Laws: Ineffective regulations exacerbate issues of piracy.
  10. Lack of Motivation and Interest: Insufficient governmental support stifles growth in publishing.

PROCESS OF BOOK PUBLISHING

  1. Planning: Establishing a timeline, budget, and support for the book project.
  2. Editing: Collaborating with editors to enhance and refine the manuscript.
  3. Design: Creating an appealing cover and interior layout.
  4. Proofreading: Final error checks by a fresh set of eyes.
  5. Printing: Understanding the printing process for desired outcomes.
  6. Distribution: Ensuring books get to readers efficiently.

REFERENCES AND FURTHER READING

  1. Adikpo, J.A. & Ihwa, S.N. (2009). Book Production: What you need to know. Makurdi: Oracle Business Ltd.
  2. Adesanoye, F.A. (1991). “Professional Book Publishing: The Principles and Practice” in Umoh S.O (ed). Tropical Issues in Communication Arts. Uyo: Modern Business Press Ltd.
  3. Kalajaiye, J.O. (2008) Problems, Opportunities and Prospects of Book Publishing in Nigeria in Oso, L. et al. (eds) Book Publishing: A Practical Guide.
  4. Okwilagwe, O.A. (2001). Book Publishing in Nigeria. Ibadan: Sterling –Horden Publishers.
  5. Peterson, V. (2019). The Seven Types of Book Publishers Companies. Retrieved on 12th October 2021.
  6. Society of Children's Book Writers and Illustrations (2014). Types of Publishers. Retrieved on 20th October 2021.
  7. Sowunmi, F. (2008) Book Indexing: Practice Techniques in Oso, L. et al. (eds) Book Publishing: A Practical Guide.

COURSE OUTLINE

  1. Introduction: Concept of Book Publishing (Ms Abdullahi)
  2. Challenges of Book Publishing in Nigeria (Ms Abdullahi)
  3. Concept/Types of Publishers & Professional in Book Publishing (Mr. Ogoshi)
  4. Brief History of Book Publishing in Nigeria (Ms. Abdullahi)
  5. General Characteristics of the Nigerian Publishing Industry (Mr. Ogoshi)
  6. Types of Book Publishing (Mr. Ogoshi)
  7. Problems of Publishing Vernacular Books (Mr. Ogoshi)
  8. Departments of Book Publishing (Ms. Abdullahi)
  9. Book Publishing Houses (Mr. Ogoshi)
  10. Economics of Book Publishing (cost, income factors & environment analysis) (Mr. Ogoshi)
  11. Publishing Process (Mr. Ogoshi)
  12. Types of Organisation in Book Publishing (Ms. Abdullahi)