Library Publishing Curriculum CC-BY 4.0 2 Library Publishing Curriculum About the Original Curriculum The Educopia Institute and the Library Publishing Coalition (LPC), in partnership with the Public Knowledge Project (PKP), NASIG, and BlueSky to BluePrint, are delighted to offer the “Library Publishing Curriculum,” a suite of professional development offerings for librarians that are open and free under a CC-BY license for anyone to offer or adapt. This dynamic, extensible, multimedia curriculum is intended to empower librarians to meet local demands to launch and/or enhance scholarly publishing activities. Released in 2018, the initial curriculum includes four modules that address major competencies in library publishing: Content, Impact, Policy, and Sustainability, each roughly equivalent to a 12-hour course. Each module contains 4–6 units that address topics of interest and has been authored by field experts. The Library Publishing Curriculum was created as part of the “Developing a Curriculum to Advance Library-Based Publishing” project, generously funded by the Institute of Museum and Library Services. The original curriculum from which this textbook has been adapted is permanently housed in the repository at Wayne State University Libraries. The project has already had an impact on the quality and quantity of library publishing services offered to scholars and students and is contributing to a healthier, more equitable publishing ecosystem. About This Textbook Version In the original, modular curriculum (2018) on which this textbook is based, each unit contained an instructor’s guide, narrative, a slideshow with talking notes, bibliographies, supplemental material, and activities for use in a physical or virtual classroom for workshops and courses. This textbook version, produced in 2021, adapts the original narrative as the primary content (with very little additional editing) and incorporates the bibliographies, appendices, and images from the slideshow into a linear reading and learning experience for use by librarians or students learning on their own or as part of a classroom learning experience. The LPC hopes others use and extend this CC-BY version into even more learning opportunities to help create a more equitable publishing ecosystem. Library Publishing Curriculum CC-BY 4.0 3 Original Curriculum Principal Investigator(s): Brian W. Keith Katherine Skinner Sara Benson Melanie Schlosser Harriet Green Merinda Hensley Project Manager(s): Janet Swatcheno Hannah Ballard Nancy Maron Advisory Board: Sarah Lippincott Carol Ann Davis Peer Reviewers: Marilyn Billings Anne E. McKee Jon Cawthorne Annie Johnson Brad Eden Ava Dickerson Isaac Gilman Barbara DeFelice October Ivins Courtney McAllister Sarah Lippincott Emily Stenberg Nancy Maron Fiona Salisbury Holly Mercer Gail McMillan Kate Pitcher Johanna Meetz Kevin Stranack Kate McCready Charles Watkinson Lisa Schiff Authors: Rebecca Welzenbach Katherine Skinner Ronald Jantz Melanie Schlosser Kevin Hawkins Peter Berkery Charlotte Roh Meredith Baab Harrison Inefuku Jasmine Mulliken Project Partners: Friederike Sundaram Public Knowledge Project Dennis Lloyd NASIG Mary Rose Muccie Blue Sky to Blue Print Brenna McLaughlin John W. Warren Funders: Laurie N. Taylor Institute of Museum and Library Services Textbook Edition Editor: Cheryl E. Ball Assistant Editors: Christopher Crumley, Ashley Jackson, Kaycee White, Kaitlyn Ziehm Library Publishing Curriculum CC-BY 4.0 4 Table of Contents CONTENT MODULE 9 About this Module 9 Authors 9 Unit 1: Editorial Strategy 10 Selecting Your Strategic Approach 10 Identifying Needs and Opportunities 11 Crafting Your Mission and Vision 12 Example Goal and Objectives 14 Refining Your Editorial Strategy 15 Putting Your Strategy into Action 15 Bibliography 16 Unit 2: Nuts and Bolts of Scholarly Publishing 17 Kicking Things Off 17 Submission 18 Content Production 20 Dissemination 23 Bibliography 23 Unit 3: Long-Form Content 44 Long-Form Characteristics 44 Peer Review 46 Common Pitfalls 48 Setting Author Expectations 49 Discovery of Long-Form Works 50 Bibliography 51 Unit 4: Journal Publishing 55 Why Journals? 55 Building a Journal Portfolio 56 Defining Roles 56 Should We or Shouldn’t We? 58 If You Build It, Will They Come? 60 That Was Fun. Let’s Do It Again! 62 Bibliography 63 Unit 5: Publishing Educational Materials 71 Today’s Textbook Scene 71 Developing Your OER Strategy 73 Choosing the Type of OER to Create 74 Hosting and Posting Your OER 75 OER Discovery 76 Final Thoughts 77 Bibliography 77 Unit 6: Working with Multimodal Content 79 Why Digital? 79 Considerations 79 Platforms 81 Technical Support Sustainability 84 An Overview of Existing Digital Publishing Programs 84 Workflow 85 Bibliography 87 IMPACT MODULE 88 About this Module 88 Author 88 Unit 1: Trends Affecting Scholarly Publishing 89 The Changing Role of Libraries 90 Flat or Declining Revenue Streams 90 The Rise of Digital Content Marketplaces 90 The Surge of Open Access 91 The Growth of Electronic Reading 92 The Expansion of Self-Publishing 93 Changes in Content Discovery 93 The Pervasiveness of Social Media 94 The Centrality of Metadata 94 Competition for Reader Attention 95 The Changing Definitions of Scholarship and Publishing 95 Conclusion 95 Bibliography 97 Unit 2: Strategic Planning 99 What is “Impact”? 99 Organizational ObJectives 99 Publishing Models 101 Stretch and SMART Goals 102 Prioritizing 103 Bibliography 104 Unit 3: Assessment Measures and Strategies 105 Determining What Matters 105 Focus on Impact 106 Assessing Programs 107 Assessing Publications 109 Collecting and Analyzing Data 112 Moving from Data to Decisions 113 Bibliography 115 Unit 4: Strategies for Enhancing Discovery and Accessibility 118 Discovery: Metadata, Indexing, and Search Engine Optimization 118 Identifiers 122 Metadata Process 124 Journal Indexing 128 Search Engine Optimization (SEO) 130 Library Publishing Curriculum CC-BY 4.0 6 Accessibility 133 Bibliography 140 Unit 5: Outreach, Engagement, and Collaboration for Impact 142 Stakeholder Analysis 143 Conduct a Campus Publishing Inventory 147 Moving Toward Engagement 149 Engaging with Underrepresented and Diverse Voices 151 Bibliography 152 Unit 6: Purposeful Marketing, Promotion, Publicity 158 Branding 160 Positioning and Audience Targeting 163 Engaging Authors/Editors in Marketing and Promotion 164 Scheduling Promotional Activities 165 Budgeting Promotional Activities 167 Copywriting for Impact 168 Publicity 171 Promotional Events 174 Exhibits and Conference Promotions 176 The Integrated Marketing Plan 177 Bibliography 178 Unit 7: Social Networking for Publishers 188 Social Media Trends 189 Social Media Stakeholder Analysis 189 Social Media Marketing Strategies 190 Creating Content 191 Planning and Organizing for Social Media Marketing 193 Stickiness, Spreadability, and Likeability 195 Microstyle and Micromessaging: Effective Social Media Messages 197 Bibliography 200 SUSTAINABILITY MODULE 207 About this Module 207 Authors 207 Unit 1: Business Basics 208 ProJects, Programs, and Portfolios 208 ProJects, Programs, and Shared Language for Sustainable Operations 210 Business Considerations and Mission-Driven Publishers 213 Bibliography 215 Unit 2: Financial Basics 216 Budgets and Planning 216 Financial Reporting 216 ProJections 221 Conclusion 223 Bibliography 223 Unit 3: Staffing and Governance 224 Position Types and Appointment Types 224 Library Publishing Curriculum CC-BY 4.0 7 What Do Library Publishers Do? 225 Staffing Models: Internal, External, Outsourcing, and Collaboration 226 Sustainability, Hiring, and Diversity: The Sound of Their Shoes 228 Politics and Governance 231 Conclusion 234 Bibliography 234 Unit 4: Preservation 236 What is Long-Term Digital Preservation? 236 Technical Foundations for Preservation 237 Preservation is a Socio-Technical Commitment 238 Socio-Technical Considerations for Preservation 240 Publishing Services Framework and Digital Preservation 240 Bibliography 241 POLICY MODULE 260 About this Module 260 Authors 260 Unit 1: Copyright 261 Why Have an External Copyright Policy? 261 Why Have an Internal Copyright Policy? 261 Copyright Basics 262 Copyright in Publishing Agreements 264 Creative Commons Licensing 265 Copyright Deposit and Registration 267 Using Others’ Work 268 Creating and Using Copyright Policies 272 General Copyright Recommendations 274 Bibliography 275 Unit 2: Legal Agreements 276 Stakeholder Identification 276 Types of Legal Agreements 277 Policy and Procedures with Publication Agreements 282 Unit 3: Diversity 284 Factors to Consider When Developing a Diversity Policy 285 Implementing Diversity and Inclusion Policies 289 Writing a Diversity and Inclusion Policy 290 Bibliography 291 Unit 4: Preservation 292 Why Digital Preservation Matters to Publishers 292 How Do Libraries Currently Preserve Digital Content? 293 Identifying Preservation Partners 294 Why Preservation Policies Matter 294 What Does a Preservation Policy Typically Include? 295 Who is Your Audience? 296 Library Publishing Curriculum CC-BY 4.0 8 Content Module About this Module The Content Module contains six units: 1) Editorial Strategies, 2) Nuts and Bolts, 3) Publishing Long-Form Scholarship, 4) Supporting a Journals Program, 5) Developing Materials for Coursework, and 6) Working with Multi-Modal Content. These units cover how library publishers attract, select, edit, manage, and disseminate content. It includes information about how to recruit partners and select content for a program, and how to incorporate diverse voices into each part of