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Publishing II

Course CodeBWR202
Fee CodeS3
Duration (approx)100 hours
QualificationStatement of Attainment

LEARN TO WORK IN THE PUBLISHING INDUSTRY

The term ‘publishing’ conjures images of editors, proofreaders, printers, and the like, but the reality is that the publishing industry encompasses many different occupations and skills.

Publishers might employ any of the following:   Cost accountant, marketing representative, imprint manager, copy editor, production editor, proofreader, indexer, picture researcher, paste-up artist, plant supervisor, telemarketer, bindery supervisor, letterer, layout artist, human resources director, traffic controller, editorial assistant, freelance writer, technical editor, promotion manager, design supervisor, or others.

There are many different types of publishers. Most deal in hard copy (print), or electronic publishing via the internet. Anything printed and disseminated can be described as a publication – a simple flyer or handout, a 500,000-copy-a-month magazine, a scholarly journal, an e-zine, a paper, a book. Anyone who engages in producing any of these documents for circulation might describe themselves as a publisher.

The processes in publishing vary for the type of media being published. A daily newspaper is usually a 12-hour process of intense planning, writing, coordinating and printing. A book is a much longer process.

This course builds on Publishing I, and is suitable for eith those who have previously completed that course, or others with a foundation understanding of the industry through experience; and wanting to build on that foundation.

Lesson Structure

There are 8 lessons in this course:

  1. The Publishing Process
    • The launch meeting
    • Copyediting
    • Co-authored volumes
    • Edited volumes
    • Design and cover
    • Proof review
    • Special for edited volumes
    • Front matter
    • Index
    • Printing and binding
    • Printing process
  2. Law and the Media
    • Copyright
    • Defamation
    • Blasphemy
    • Seditious libel
    • Criminal libel
    • Contract law
    • Right to privacy
    • Reporting restrictions
    • Law and the internet
    • Publishing on the web
    • How material is published online
  3. Ethics and Morality
    • Code of conduct
    • Maintaining impartiality and accuracy
    • International federation of journalists
    • Interpreting a code of conduct
    • Censorship in wartime
    • Manipulation of digital images
  4. Production Systems I -from writing to printing
    • Production processes in publishing
    • Terminology
    • Types of editing: baseline editing, medium copy editing, heavy copy editing
    • Developmental editing
    • Production editing
    • Information Design architecture
  5. Production Systems II
    • Producing a newsletter
    • Mapping the process (step by step)
    • Printing -digital printers, offset printers, photocopying, etc
    • Binding
    • Publishing an ezine
    • Web site optimisation
    • Search Engine Optimisation (SEO)
    • Web analytics
    • Publishing a novel
    • Management structures in the publishing industry
    • Production meetings
    • Work roles in the Publishing industry
    • What does an editor do
  6. Layout for Print Media
    • The graphic designer
    • Layout and design
    • Page layout
    • Desk top publishing
    • Software options (eg. QuarkXpress, Adobe in design, Adobe page maker)
    • Image drawing or Illustration
    • Image manipulation
  7. Media Advertising
    • Advertising in the media
    • Positioning, size and colour of advertising
    • Copywriting for advertisements
    • The purpose of advertising
    • Analysis of advertising copy
    • Summary skills
  8. Marketing and Distribution Systems - Print and Electronic Media
    • Magazine articles
    • Marketing a publication
    • Promotion and the launch
    • Distribution
    • The physical distribution
    • Distributing free free publications
    • Subscription selling

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Develop a better understanding of the nature and scope of processes in a variety of different types of publishing workplaces.
  • Discuss the law in relation to the media, whether as a journalist, editor or publisher.
  • Discuss the basics of Ethics and Morality in relation to Publishing.
  • Explain the Production Systems of publishing from writing to printing.
  • Describe the scope of work involved in layout and design requirements for the Print Media.
  • Explain what Media Advertising is and understand the processes for publishing advertising content.
  • Describe the marketing and Distribution of published items as well as those through Electronic Media.

Appearance can be as Important as Content

A writer needs to focus on putting words together well, and a photographer on composing a good page.
A publisher's role is broader than this. They need to not only have good images and good text; but they need to compile and deliver this content in an appropriate, impressive and digestible way for those who are to read the publication.
 
To do this, the pages must be designed well, then converted into formats that can be delivered and accepted by an audience.

Page design is all about what items you choose to include in a page, and how you arrange those items. For example, the components of a page might include:

  • a heading or headline, set in the largest text, usually at the top of the page
  • sub headings (larger than normal text, but not as large as the main heading)
  • text, set in one or more columns
  • a drop cap, which is an enlarged capital letter at the start of the first sentence in a chapter or article
  • captions, which briefly describe illustrations, usually placed adjacent to the illustrations
  • graphics, including photographs, line drawings, tables, graphs and maps
  • a masthead or banner, which is the logo or standard text that identifies the company or organisation responsible for producing the newsletter, newspaper or journal
  • margins – the blank space on sides, top and bottom of the page
  • white space between the headings, text and graphics, which improves the readability of the page
  • With ebooks, consideration also has to be given to whether the format of the page is designed in a way that is suitable for ebooks.

The two main considerations in page design are page layout and typography. Page layout is concerned with the macro design (ie. the broad skeleton of the layout), whereas typography is concerned with the micro design (ie. the style of lettering; the flesh and blood of the skeleton).

Page Layout
Good page design will pay appropriate attention to all of the following:

Consistency
The overall design of the document should be consistent. Lack of consistency in a publication creates confusion and an unprofessional image.

  • This means using the same spacing throughout the document, the same type sizes and fonts, and the same repeated graphic elements such as line widths from page to page. A different font may be used occasionally to bring attention to something by creating a contrast, but that contrast will be lost if there is little consistency throughout.
  • Each page or chapter in the publication should have uniform paragraph indents and spaces between columns, and consistent top, side and bottom margins.
  • Headings should also be consistent. For example, the title of each chapter of a book should be printed in the same size and type of text; similarly, sub headings throughout a leaflet should all look similar.
  • Other design characteristics should remain consistent; for example, if lists of points use an asterisk on one page, the next list should not use bullets or dashes.

Variety
Although the document should be consistent both within itself and with other issues published by the same organisation, it should have enough variety to make it distinctive and interesting. Predictable and overly-symmetrical documents can be dull and soon lose the reader’s interest, so designers should strive for a balance between consistency and variety. Occasional elements that look different will capture and revitalise the reader’s interest, and encourage them to continue reading.

For example, the last sentence presumably draws your attention, as it looks out of place, isn’t the same as the rest of the page. When first seeing it, you probably thought it was done in error. But using methods like this, a writer can draw attention to items.

Some examples –

The Dog Rescue Inspector was shocked to hear what had occurred.
OR
The Dog Rescue Inspector was shocked to hear what had occurred.
OR
The Dog Rescue Inspector was shocked to hear what had occurred!!!
OR
The Dog Rescue Inspector was shocked to hear what had occurred. She explained to the court that.......
Can you see the difference and how it draws attention to the word and later the sentence in different ways, but if you were to change that e.g.

The Dog Rescue Inspector was shocked to hear what had occurred.

If we saw “had” underlined, we might wonder why. Is this an error? Am I missing something? It would pique our interest. So authors can also use these sorts of techniques to draw people’s attention.

But you need to be careful how many special effects, different types of font and so on you use.  If it is simple, it will be read; if it is complex, it can become confusing and the reader’s motivation is dampened. The key to simplicity is restraint, limiting the design elements to a few carefully chosen typefaces, sizes and styles. It has been said that the best graphic design should be invisible to the reader. But it does really depend on the type of book or ebook you are presenting.

Direction
Effective page design leads the reader through the publication. Articles should be arranged in a logical sequence, with the most important article at the beginning of the publication, or at the top of a page, to lesser items lower down the page, or on subsequent pages. The size, style and placement of headings will act as guideposts to readers.

Also keep in mind that the readers in the Western world have a natural tendency is to read from upper left to lower right. Again, this is something you should be aware when preparing the book/ebook for your target audience.

White/Blank Space
Blank spaces provide a rest for the reader’s eyes. If a page is excessively filled with information, it can look dark and cluttered, and is more difficult to read.

White space also provides contrast for the other elements on the page. With less white space, there is less contrast, hence the printing simply does not stand out and attract attention

Headings
The amount of attention which a heading creates is dependent upon how much it differs from the rest of the text. It might differ in terms of blackness (ie. bold), size, type style or even colour. Excessive size or variation from the rest of the text can create an imbalance, and waste valuable space.

Graphics
Almost every document needs graphics. Graphics provide visual relief and improve ‘scan-ability’ (ie. the reader’s ability to quickly glean the main points covered in the document by scanning the visual elements such as headings and illustrations). The nature and location of photographs or other graphic illustration must be appropriate to the rest of the publication.

Balance/Proportion
The size and placement of all elements on the page should be determined by their relative importance and their relationship to other elements on the page. Paying attention to balance and proportion not only enhances the visual appeal of the document, it improves readability. For example, a properly-sized headline centred at the top of the page, surrounded by white space separating it from the adjacent borders, text and artwork, immediately indicates the importance of the following article to the reader. Similarly, a large photo that dominates the page catches the reader’s attention and sends a non-verbal message to the reader about its relative importance.
 
Publishing is an Industry that is constantly changing, driven by fashion, ecomomics, technology and other trends; but always underpinned by good and effective communication skills. If you can use words and images well; you will have a good starting point for working in publishing
 
This course helps hone your communication skills; but also provides an awareness of the publishing industry; building your appreciation for change, and your capacity to adapt to changes in the industry.
 
Deepen your understanding of publishing by working through this course; starting today.


Meet some of our academics

John Mason John Mason is one of Australia's most prolific writers. He saw his first work published when at secondary school, where he worked on the school magazine. In 1973 he was writing a weekly column for his local newspaper and by 1975 he was a regular contributor to Australia's national magazine "Your Garden". John was engaged by Victoria's Dept of Youth, Sport and Recreation to write a book on Fun and Fitness Trails in 1978. In 1981 he saw two more books published (one in America, another in Australia), and commenced writing regularly for the Self Sufficiency Magazine, Grass Roots. John is a long term member of the Australian Society of Authors, the Garden Media Guild (UK) and the Horticultural Media Association (Australia). He has written or contributed to over 100 books, many published by international publishers and published more than 2,000 articles across a range of genres (Gardening, Education, Business, Farming, Fitness). In addition, John has contributed to and overseen the development of more than 600 distance education courses which encompass around 20 million words. He has been an avid photographer for 40 years, building a collection of over 100,000 images, which are used to illustrate his work. His marine animal photos are even used by Legoland in England, on their Atlantis ride! Writer, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.
Rosemary Davies Journalist, Editor, Broadcaster, Teacher and Consultant for over 30 years. Rosemary is former gardening editor for the Weekly Times (a Weekly Farming Newspaper in Australia); and author of six books in her own right. She has written articles for many magazines across Australia, and has since 2008 worked as a tutor and freelance writer with ACS; contributing to books a range of genres.
Tracey JonesWidely published author, Psychologist, Manager and Lecturer. Over 10 years working with ACS and 25 years of industry experience. Qualifications include: B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), Dip. SW (social work), PGCE (Education), PGD (Learning Disability Studies).


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