Scientific Books; Successful Book Publishingediting Problems in Singapore; Successful Book Publishingmanagement

DOCUMENT RESUME

ED 063 953 LI 003 707

TITLE Book Publishing in Asia; Report on tlie Regional Seminar on 'Book Publishing (Singapore, 21-25 March 1969). INSTITUTION Franklin Book Programs, Inc., New York, N.Y.: Singapore Book Publishing Association- Jan /0 NOTE 60p.;(0 References)

EDRS PRICE MF-$0.65 HC-$3.29 DESCRIPTORS *Books; Childrens Books; Conference Reports; Developing Nations; Marketing; Professional Associations; *Publishing Industry; Textbooks IDENTIFIERE *Asia

ABSTRACT The papers presented at a conference of book publishers from Asia, Canada and the United States are contained in this volume. The topics were: The Asian publisher: his problems and opportunities; The economic foundations of book publishing; The book in the context of nation-building; Publishing books for children; Publishing textbooks for elementary and secondary schools; Publishing problems needing the co-operation of government; Scholarly publishing: West to East; Publishing translations and co-editions of general and relcrence books; Producing English-language reprints of university textbooks and reference .dooks; Publishing medical and scientific books; Successful book publishingediting problems in Singapore; Successful book publishingmanagement. The seminar agenda, list of participants, a summary of the seminar, and the resolutions adopted are included. (SJ) U.S. DEPARTMENT OF HEALTH, EDUCATION & WELFARE OFFICE OF EDUCATION THIS DOCUMENT HAS SEEN REPRO- DUCED EXA,CTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIG !RATING IT POINTS OF VIEW OR OPIN- ton ImmoDO NOT' NICOSAPILY REPRESENT OFFICIAL OFFICE OF EDU- CATION POSITION OR POLICY BOOK PUBLESIIIN Report on the Regional Seminar on Book Publishing) held on 21-25 March, 1969 in Singapore

Sponsored jointly by Franklin Book Programs Inc. U.S.A. and SINGAPORE BOOK PUBLISHERS ASSOCIATION

Che;rmen: DONALD MOORE CURTIS C. BENJAMIN

Secretary: N. T. S. CHOPRA Published by N. T. S. CHOPRA for -The FranklinBOok -Programs inc. 1.1.S.A. --and The Singapore Book Publishers Association

Copies can be had from: N. T. S. CHOPRA Hort. Secretary, Singapore Book Publishers Association 47, The Arcade, Raffles Place, Singapore-1. Tel: 74043

published January 1970,

Printers;Eurasia Press, Singapore, Page

1. Regional Seminar on Book Publishing Agenda - 5

2, List of Participants 7

3. The Asian Publisher: His Probiems and Opportunities by N. T. S. Chopra - . - 13

4. The Economic Foundations of Book Publishing by Curtis G. Benjamin - 16

5. The Book in the Context of Nation-Building by George G. Thomson . 22

6. Publishing Books for Children by Henry Z. Walck . 25

7. Publishing Textbooks for Elementary and Secondary Schools by Kenneth W. Lund- 29

8. Publishing Problems needing the Co-operation of Government by Donald Moore - . a a 32

9. Scholarly Publishing: West to East by Chester Kerr- - 36

10, Publishing Translations and Co-editions of General and Rcferenco Books by Zachary P. Morfogen - - 41

11. Producing English-Le nguage Reprints of University Textbooks and Reference Books by Curtis G. Ben/min . . 44

12, Publishing Medical and Scientific Books

. MI by Harry A. Most - - - .. 46

13, Successful Book P iblishing "Editing Problems in Singapore" by B. E. Nicholas - - . . - - 49

14, Successful Book Publishing "Management" by P. &Iowa - ...... - 50

16. Summary of The Seminar by Donald Moore ...... - 53

16, Resolutions - - . . . . - 65

17. Seminar Photographs - . - a . 57

3 V x" -aiodeours pue epeueo VSfl dsawddrirtid 'ersatmpul 'puelleqj 'ersAeleyv wan vuedrarpedIre fir "4 , ,Wz joe. **Alk.... :..5.2.4i1Agril A 4t, 4-0.1 1 Ws' uda,a- 41* tek , INNIUMMIRS8Frit,T,.21*;11, it-ma ctsuotraist44*thvis numviogifiCiambstrunts 11111113MINIAI .11 -4 .4 ;4 ..1114.14/' 7a, --441 kr, - * a REGIONAL SEMINAR ON BOOK PUBLISHING 21-25 March, 1969 Sponsored jointly by FRANKLIN BOOK PROGRAMS INC., U.S.A. AND SINGAPORE BOOK PUBLISHERS ASSOCIATION

AGENDA

FRIDAY 21st March, 1969

9.00 9.20 Welcome by Singapore host; response by U.S. co-host. 9.20 9.30 Description of purpose and plan of Seminar. (Mr. Donald Moore) 9.30 10.30 "The Asian Publisher: His Problems and Opportunities". Speaker: Mr. N.T.S. Chopra) 10.30-10.45 Coffee Break 10.45 12.00 "The Economic Foundations of Book Publishing". (Speaker: Mr. Curtis G. Benjamin) 15 minute paper; balance,open discussion. 12.15 2.00 Luncheon 2.30 5.00 "The Book in the Context of Notion Building". (Speaker: Mr. George Thomson) 15 minute paper; balance,open discussion. 3.15 3.30 Coffee Break. SATURDAY 22nd March, 1969 9.00 10.16 "Books for Children". (Speaker: Mr. Henry Z. Walck) 15 minute paper; balance, open discussion. 10.15 10.30 Coffee Break 10.30 12.00 "Publishing Textbooks on the Elementary and Secondary Level". (Speaker: Mr. Kenneth W. Lund) 15 minute paper; balance, open discussion. 12.15 2.00 Luncheon 2.30 3.15 "Publishing Problems Needing Cooperation of Government". (Speaker: Mr. Donald Moore) 15 minute paper; balance, open discussion. 3.15 3.30 Coffee Break 3,30 5,00 "Publishing Scholarly Books". (Speaker: Mr. Chester Kerr) 15 minute paper; balance, open discussion.

5 5 SUNDAY 23rd March, 1969 9.00 10.30 "Book RezJ rs & Book Writers in a Developing Area". (Speaker: Atax Jasey) 15 minute paper; balance, open discussion. 10.30 10.45 CoVee Break 10.45 12.00 "Pubiishing Translations and Co-editions of General and Reference Books". (Speaker: Mr. Zachary Morfogen) 15 minute paper; balance, open discussion. 12.15 - 2.00 Luncheon 2.30 - 3.30 "Publishing English-Language Reprints of University Textbooks and Reference Books". (Speaker: Mr. Curtis G. Benjamin) 15 minute paper; balance, open discussion. 3.30- 3.45 Coffee Break 3.45 5.00 "The National and International Role of a Publishers Association". (Speaker: Mr. Donald Moore) 15 minute paper; balance, open discussion. MONDAY 24th March, 1969 9.00- 10.30 "Educational Book Publishing in Southeast Asia". (Speaker: Mr. Cho Jock Kim) 10,30 - 10.45 Coffee Break 10.45 12.00 Visit To Times Printers 12.00 1.30 Visit To McGraw-Hill Far Eastern Publishers (Singapore) Pte. Ltd. 1.30- 2.15 Lunch (Jurong) 2.45 - 3.30 "Publishing Scientific & Medical Books". (Speaker: Mr. Harry Most; 15 minute paper; balance, open discussion. 3.45 - 5.00 "Successful Book Publishing". Speakers: A."Editing" 10 minute paper; balance, open discussion. (Speaker: Mr. B. E. Nicholas) B. "Design and Production" 10 minute paper; balance, open discussion. (Speaker: Mr. Cho Jock Kim) C. "Marketing and Distribution" 10 minute paper; balance, open discussion. (Speaker Mr. Donald Moore) D. 'Management" 10 minute paper; balance, open discussion, (Speaker: Mr. Patrick Mowe) 7.00 Cocktails (Federal Publications) - "Adelphi". TUESDAY 25th March, 1969 9.00 10.30 A plenary session for discussion of general topics not fully covered in previous sessions, such as: International copyright arrangements, Interdependence of the Government and Private Enterprise, Impact of the New Technology for Instruction and Information, Storage and Retrieval, Regional and Bilateral Schemes for Book Development Programs. 10.30-10.45 Coffee Break 10.46 12.00 Continuation of plenary session. 12.30- 2.00 Luncheon 2.00- 4.00 Rapporteurs' summary of seminar and discussion thereof and resolutions - if any, to be adopted. 7.45 Dinner (Singapore Book Publishers Association and FranklinBook Programs Inc.) Greater Shanghai Restaurant.

6 6 THE SINGAPORE BOOK PUBLISHERS ASSOCIATION

47, THE ARCADE, RAFFLES PLACE, SINGAPORE 1. REGIONAL SEMINAR ON BOOK PUBLISHING 21-25 March, 1969 Sponsored jointly by FRANKLIN BOOK PROGRAMS INC., U.S.A. AND SINGAPORE BOOK PUBLISHERS ASSOCIATION

LIST OF PARTICIPANTS

AMERICA

1. Chester Kerr Director, Yale University Press, 92-A Yale Station, New Haven, Connecticut, 06511, U.S.A.

2. Zachary P. Morfogen 11. Director of Marketing; Books, Arts, Record- ings Group, Time Inc., Time-Life Building, Rockefeller Center, New York, N.Y.

3. Harry R. Most President, W. B. Saunders Co., Washington Sq., Phi la, Pa, U.S.A.

4. Henry Z. Walok (/ President, Henry Z. Walck, Inc., 19 Union Square West, New York, N.Y., U.S.A.

5. Curtis G. Benjamin Chairman, Management Committee, Mc- Graw-Hill Book Co., 330 West 42nd Street, New York, 10036, U.S.A.

6. Kenneth W. Lund Senior Vice-President, Scott, Foresman & Co., 1900-E, LakeAvenue, Glenview, Illinois, 60025 U.S.A.

7. Michael Harris President, Franklin Book Piograms Inc., 432 Park Avenue South, New York 10016.

INDONESIA

8. Ali Amran Manager, Publ. Dept. Gunung Agung Ltd., Dtl. Kwitang No. 6, Djakarta, Indonesia.

9. Mrs. P. Rochmat Soemitro Haditjawka Director, ERESCO publishing House, 54-A Rd. Sa leh, Djakarta.

10. Sunardjo Hadijaroko 1111 Senior Official,Ministry of Education & Culture, DjI. Tji ltjap 4, Djakarta.

7 11. Hassan Shadily Director,Jayasan Danabuku Indonesia, Franklin Book Programs, Inc., Djl. Maluku, 35,Djakarta.

12. Soetardjo - Director, Tsrate Publisher, 26, Dj. Sumatra, Bandung.

13. Marjorie Noble Librarian, British Council, 57, Imam Bondsol, Djakarta, Indonesia.

14. Machmoed Chairman, Indonesian Publishers Associa- tion, Pengaungan, 32, Djakarta.

15. Hazil - Vice Chairman,lkapi,(Indon.Publishers Ass.), Pengarengan, 32, Djakarta.

16. Drs. Joeharsono Tjokrodikidjojo .1 Director,Balai Pustaka,Djl. Wahidin 1/2, Djakarta, Indonesia.

17. Soebagjo .10., Manager of Publishing Department, P.T. Kinta Publishers-Printers, 86-88, Dj. Pintu Besar Selatau, Jakarta, Indonesia.

18. Tunus Vice Director, Al-Hidajah/lkapi Indonesia, DjalanKebon Kosong F. 74,Djakarta, Indonesia.

19. D. Susilaradeya - Editor Christian Book Publisher, Indonesian Ass.ofBookPublishers,Kwitang22, Djakarta.

20. Miss Winarti Partaningat- Director Documentation Centre, Indonesian Instituteof Sciences, 43,Djalan Tjikdi Tito, Djakarta.

MALAYSIA

21. J. A. Nicholson - Chief Editor, Oxford University Press, Loke Yew Building, Kuala Lumpur.

22. Saudara Asraf Manager, OxfordUniversityPress,Loke Yew Building, Kuala Lumpur.

23. G. L. A. Scott Resident Manager, Grolier International Inc., Kuala Lumpur.

24. Robert Pearce WIIM. Library Adviser, British Council, Jalan Bluff, Kuala Lumpur, Malaysia.

25. Ghazali Yunus President, Malaysian Book Publishers As- sociation, 276, Brickfield Road, Kuala Lumpur.

26. R. Ng iyan Menon Hon. Secretary, Malaysian Book Publishers Association, 276, Ja lanBrickfields,Kuala Lumpur.

27. Mahfudz bin H. A. Hamid Head of Production, Dewan Bahasa Dan Pustaka, Kuala Lumpur, Malaysia.

8 8 28.Abdul Aziz Mustapha 1011 Accountant, Dewan Bahasa Dan Pusteka, Jalan Lapangan Terbang Lama, Kuala Lumfaur, Malaysia.

29. M. Sockalingam .1 Textbook & LibraryOfficer,Ministryof Education, KualaLumpur,c/oFederal House, Kuala Lumpur.

30. Fadzil bin Mohamed Akib Jobbing Manager, Sharikat Perchetan Utusan Melayu Berhad, 46-M, Chan Sow Lin Road, Kuala Lumpur.

31. Kok Swee Hong Educational Manager, Federal Publications Sdn. Bhd., 31, Jalan Riong, Kuala Lumpur.

PHILIPPINES

32. Elmer A. Ordonez 11.. Executive Director, University of the Philip- pines Press, University of the Philippines, Quezon City.

33. Mrs. Elenita S. Ordonez Instructor in Humanities, University of the Philippines, Quezon City.

34. Luis Q. Abiva Jr. Vice-President,AbivaPublishingHouse, Inc., 942, Misericordia St., STA Cruz Manila, Philippines.

35. Ramon R. Echaus Director,MacaraigPublishingCompany, inc..1144,J.NakpilSt.,Paco,Manila Philippines.

36. Mrs. Gilda Macaraig Echaus Vice-President, Macaraig Publishing Com- pany Inc., 1144, J. Nakpil St., Paco, Manila, Philippines.

37. Mrs. Thelma G. Macaraeg Editorial Assistant, University of the PhilippinesPress,Diliman, QuezonCity, Philippines.

38. Manuel E. Valdehuesa Jr. Director,PublicationsOffice,Ateneode Manila University, Manila, Philippines, P.O. Box 154. 39. Rafael N. Borromeo, S. J. Director of the Library, Vavier University, Cagayan De Oro City, Philippines. 40.Alejandro R. Races General Manager, Ginn and Company, 2021, M. H. del Pi far, Manila. 41. Francisco Sionil Jose Publisher, Solidaridad Publishing House, 531, Padre Faura, Ermita, Manila, Philippines.

42. Clark C. Bloom Representative, Ford Foundation, M.C.C., P.O. Box 740, Makati, Rizah, Philippines. 43. Mrs. Chartdad Aura- Miranda Administrative Assistant, University of the Philippines Press, University of the Philip- pines, Diliman, Quezon City, Philippines.

9 44. Vivencio F.Porto InformationEditor & PromotionsOfficer University of the Philippines Press, Villamor Hall, Diliman, Quezon City, 0-505 Philip. pines.

45. Renato L. Correa NOMNII Editorial Assistant, University of the Philip- pines Press, University of the Philippines, Diliman, Quezon City, Philippines.

SINGAPORE

46. Cho Jock Kim Managing Director, McGraw-Hill Far Eastern Publishers (S) Pte. Ltd., Jurong, Singapore.

47.Joe Fernandez Manager, Stamford College Publishers,72, The Arcade, Singapore 1.

48. Patrick Goh Managing Director, Associated Publishers Pte. Ltd., 67/67-A, Kanisha MaricanRoad, Singapore 9. 2

49. Foo Kok Pheow MIMMIP AssistantLibrarian,NanyangUniversity, Jurong Road, Singapore 22.

60. Loh Sian Yong AssistantLibrarian,NanyangUniversity Library, Jurong Road, Singapore 22.

51. Koh Thong Ngee Deputy Librarian, Nanyang University Library, Nanyang University, JurongRoad, Singapore 22.

52. Michael Chan Tuck Wang Representative,OxfordUniversityPress, 28-A, Tang linHalt Close, Singapore 3.

53. Shi Thian Lee Dy. General Manager, MPH Ltd.,71-77, Stamford Road, Singapore.

54. B. E. Nicholas 11111. Editor,MalaysiaPublishingHouseLtd., 71/77, Stamford Road, Singapore 6.

55. Trevor Rutter .1 British Council Representative, British Coun- cil, 1-A, Orchard Road, Singapore.

56. N. D. Willimott /MONO Asst. Representative, British Council, 1-A, Orchard Road, Singapore 9.

57. Loh Mun Wai Singapore Representative, Macmillan & Co. Ltd., 28-A, Tang lin Halt Close, Singapore 3,

58. Haji S. S. Mubaruk ..1 Director, S. S. Mubaruk & Bros. Ltd., 63, Bras Basah Road, Singapore 7.

59. Noor Mohd. 111 Managing Partner, Orient Associates C P.O. Box 3313, Singapore.

60. Mrs. Wang Chen Hsiu Chin Acting Librarian,University of Singapore, Singapore 10.

10 61.R. M. de Souza NIEM Branch Manager, Grolier International Inc., International Building, Orchard Road, Sin- gapore 9.

62.James Villanueva Organiser Special Classes/Basic Education Classes, Adult Education Board, 126, Cair- hill Road, Singapore 9.

63. Miss Yolanda Bell Librarian and Head of Information Centre, RegionalEnglishLanguageCentre,104, Watten Estate. Singapore 11.

64.Alan Moller Specialist in Instructional Materials, Region- al English Language Centre, 104, Watten Estate, Singapore 11.

65. Anthony Tham Production Planner, Tien Wah Press Ltd., 23, Long Kee Road, Singapore 3.

66. R. B. Bunnet Director, Longmans Of Malaysia Ltd., 67, Miri Road, Singapore.

67. Mrs. J. Theseira .11INN Manager, Angus & Robertson (Pub) Pty, Ltd., 61-75, High Street, Singapore.

68.Raymond Yuen 11 Asst. Manag3r, Eastern Universities Press Ltd., 94), D'Almeida Street, Singapore 1.

69. Patrick Mowe Asst. Gen. Manager, Federal Publications Sdn. Bhd. Times House, River Valley Road, Singapore 9.

70.Lim Hong Too Hon.Secretary,PersatuanPerpustakaan Singapura (Library Association of S'pore), c/o University of Singapore Library, S'pore 10.

71. Mrs. Jenny Neo 1 Vice-President, Persatuan Perpustakaan Singapura, (Library Association of S'pore), c/o Singapore Polytechnic Library, Prince Edward Road, Singapore 2.

72. Neoh Thiam Hock Manager, Anthonian Store Ltd., 18, Everitt Road, Singapore 15.

73. Ken Cheo Educational TradeRepresentative,Heine- mann Educational Books(Asia) Ltd., 28, Tang lin Halt Close, Singapore 3.

74. Thomson George Gray 1 Director, Political Study Centre, 4, Good- wood Hill, Singapore 10.

75. N. T. S. Chopra 1.10.114 Proprietor, Chopmen Enterprises, 47, The Arcade, (2nd Floor), Raffles Place, S'pore 1; Hon. Secretary, Singapore Book Publishers Association.

76. Donald Moore 0.10 Managing Director, Donald Moore Press Ltd., Orchard Road, Singapore 9; President, Singapore Book Publishers Association.

11 11 77. Alex Josey Writer ana free-lance journalist, 87, Cathay Building, Singapore 9. 78. Miss D. Manecksha Manager, Donald Moore Press Ltd., Orchard Road, Singapore 9. 79. Mrs. Hedwig Anuar Director, National Library, Stamford Road, Singapore 6.

80. Ralph E. Harris 1110, Asia Foundation, 714, Shaw House, Orchard Road, Singapore 9.

81. Seow Ban Yam ManagingDirector,BeaconPublications Ltd.,Block 56, 451-453, Lengkok Bahru, Singapore 3.

82. Gordon Steve /111TI Div. Manager, Grolier Intonational,R.K. 3, 10th Floor, international Building Orchard Road, Singapore. 83. David Kelley Regional Manager, McGraw-Hill Book Co., 17, Singapura Mansions, Peck Hay Road, Singapore.

84. Philip Slew Senior Officer(Printing/Publishing),Eco- nomicDevelopmentBoard,2nd Floor, Fullerton Building, Singapore 1.

85. F. V. Rajendra almIMM MalaysiaPublishingHouseLtd.,71/77 Stamford Road, Singapore 6. 86. Saravanan Gopinathan .1 Ass. Editor, Oxford University Press, Crafts- man PressBuilding, Tang linHaltClose, Singapore.

87. Mrs. Rosemary D. Yeap 414111.m. Librarian,SingaporePolytachnicLibrary, Prince Edward Road, Singapore 2. 88. James D. Mc Hale Cultural Affairs Officer, U.S. Embassy, 30, Hill Street, Singapore. 89, Chow Seck Chiew Journalist, Utusan Melayu Press Ltd., Cecil Street, Singapore. THAILAND 90. Kamthon Sathirakul General Manager, Suksapan Panit, Mansion 9, Rajadamnern Ave., Bangkok, Thailand. 91. Barry K. Smith Teacher of Theatre Arts, Khonkaen Univer- sity, Khonkaen University, Khonkaen, Thai- land. 92. Robert Jacobs ..11 Regional Education Adviser,Off.of Reg. Devel, U.S. Embassy, Bangkok. CANADA 93. B.F. Neary President,ScienceResearchAssociates, (Canada), 44, Prince Andrew Place, Don Mills, Canada.

12 12 THE ASIAN PUBLISHER: HIS PROBLEMS AND OPPORTUNITIES by N. T. S. CHOPRA

Proprietor: Chopmen Enterprises Hon. Secretary. Singapore Book Publishers Assocraton Chairman: National Book Development Council of Singapore

Views expressed in this paper are ex- is very small and the production is not pressed in my personal capacity and not economical. in the official capacity of any organisation I may be connected with. Purchasing power of the Asians is generally low which affects the sale of A book publisherinthe developing books. countries of Asia, has numerous problems as well as unlimited opportunities today. No matter how big the Publisher ishis finances always remain inade- The thirst for knowledge is continu- quate and he cannot even hope to get ously increasing in Asia as in other parts financial help from banks and the Gov- of the world.There is greater and greater ernment for he has only books to offer demand every day for all kinds ol books. as security which are not considered good enough for obvious reasons. To understand the problems of Problems: Thepublishingindustryisnot an Asian Publisher, we have to examine even considered an Industry in many the background situation of Asia.Most of Asian countries, and as such the bene- the countries in Asia have been under for- fits which are offered to the industrial- -;ign rule for a long time before becoming ists by the Government are not extend- Independent in recent years. The education systems in these countries were ge'Ioad to ed to a book publisher. the requirements of the ruling pow. °s. The Good writers are not easily avail- books used in the schools and other educa- able in some countries of Asia specially tional institutions were mainly the imported for university books. ones.So the foreign publishers were able to establish themselves well ard fullyin Generallythereislessreading the Asian countries.Itis only when the consciousness and book mindedness Asian countries became independent not in the Asians. long ago, that an Asian publisher emerged. Infect it is merely the force of circumstances In some countries of Asia modern which created an Asian Publisher. printing facilities are not available. As soon as the Asian countries became Asian publishersin many cases Independent,naturallytheGovernments attach little or no importance to dis- brought about revolutionary changes in the tribution of books with the result that education policies and syllabuses to meet some very well produced books do not the new needs of the societies.Suddenly sell. all kinds of new books were required. This was the opportunity for the enterpreneurs There are not enough libraries in to enter the publishing field. some Asian countries with obvious d;s- advantages to the Asian publisher, An Asian Book publisher publishes books suitable for home market only There is unnecessary delay in col- whichin many casesisnotlarge !action of bills by publishers which de- enough.As a result the first edition ters expanded reproduction.

13 In some Asian countries, there is be found to all the problems of an Asian a language problem.There are too publisher beforeitis too late.Sacrifice many languages to be looked after. has to bs made, if necessary, by the nation if the books produced locally are not cheap In some countriesinAsia the enough or the quality is not 100% satis- attitude of the Governments towards factory in the beginning.Infect to bring the publishing industry is quite indif- about national consciousness itis neces- ferent, so tosay.They, encourage sary that the schools use textbooks pro- the use of books which are the cheap- duced by Asian publishers, written by local est in price whether itis imported or authors with local content, and printedill not.In other words no protection is Asia. granted to the book industry, even if the general policy in the country may It is surprising that in some countries be to protect the local industries. no faith is shown in local books and foreign books are still given preference for myster- School textbooks in some coun- ious reasons.If Asian countries can co- tries of Asia are produced by the Gov- operate among themselves,Ibelieve, they ernments or Government aided agen- can be self sufficient almost instantlyin cies which deter the expansionof books for schools at least up to the School publishing in the private sector. Certificate level. There are too frequent changes in Solutions to many problems also lie in the syllabuses. extending the market for books produced inAsia.Common syllabuses which are Pi lacy is quite common in some possible in many subjects, if introduced in of the Asian countries. Copyright laws the schools and Universities of the Asian are not strong enough. countries which arerepresented here at least, can help us to widen the scope of Of course there are many many more our markets and increase the volume of our problems for an Asian publisher.Many of first editions.As a result the quality of the factors which cause problems are the books will improve, costs would go down ones which give rise toopportunities as and the books will be priced low. well. Free movement of books within Asia Solutions and Opportunities: should be encouraged and allrestrictions and import duties wherever thoseexist Solutions may be suggested and op- should be removed. portunities can exist only when the Gov- ernments in the Asian countries can realise Theforeignpublishersshouldearn that eveninthe smallest of the Asian goodwill by helping the Asian publisher to countries, the book industryisamulti- get established fast, for sooner or later he million dollar industry which must be pro- will be, with or without their help.They tected and patronised like any other indus- should encouragejointpublications and try and which must be given a definiteplace Asian reprints and paper back editions of inthe overall economic planning of the popular general and text books.An Asian country. publisher has to widen his horizon and think of the world market as his market. Many of the problems of the Asian publisher will he automatically solved if the There is a need to strengthen the copy- Governments encourage private enterprise right laws in many of the Asian countries inbookpublishingand takenecessary and those indulginginpiracy and other steps to ensure the use oflocal books such acts should be severely punished. wherever available as textbooks specially in the schools.By publishing books for Seminars such as these should be held use in schools the Governmentswill dis- more frequently and onspecial problems courage the enterpreneurs toinvest in the separately such as only on distribution or publishing industry. financing or production. There is a danger that the capital will In some of the Asian countries great fly to other industries.So solutions must efforts are being made to encourage reading

14 14 consciousness and book mindedness.Na- There is no shortage of good writers tionalBook Development Councils have in Singapore.Rather there is not enough been formed in a few Asian countries in- encouragement andpatronagegivento cluding Singapore, and Malaysia, which will them.Most of the publishers here can help to solve some of the problems of the very well manage the finance even. Asian publishers. In Singapore we have some of the best modern printing facilities even for colour There are unlimited opportunities for oduction, and the printing costs are cheap- the publishers in Asia where literacy is in- er as compared to most of the other coun- creasing very very fast.Infect there is a tries with similar facilities.Your visit to danger that due to lack of enough reading the Jurong Factory of the McGraw-Hill Far material, the new literates may relapse into Eastern Publishers (Singapore) Ne. Ltd. on illiteracy again.Proper planning for pro- Monday, will convince you of not only very ducing enough reading materiel for all age high printing standards of Singapore but groups is required. also the extent of the volume of work at a very fast speed which is made possible by In Singapore we are very fortunate in the modern equipment which I am told has many respects as far as the book publishing been installed or will be installed at a huge industry is concerned.All those concern- cost.Similarly on ihe same day you will ed know that we have enough books pro- be visiting the Times Printers, which have duced by local publishers cheap and so far been one of the bestprinters in this good for use in the six classes of the region. Primary Schools.There is absolutely no A little cooperation among the Asian need to use any imported books for these publishers themselves will help a great &al classes.In fact before long we may be to solve many of their problems.Oppor- self sufficient for books up to the School tunities are tremendous.Let us work to- Certificatelevel. gether for common good.

15 THE ECONOMIC FOUNDATIONS OF BOOK PUBLISHING By CURTIS G. BENJAMIN Formerly President and Chairman McGraw-Hill Book Company

Not long ago a friend of mine, a wise ed books in the largest quantities that can and knowledgeable man, remarked wistfully, be afforded. "Of one thing I'm firmly convinced:You can't fill book gaps with books,"As an Now, I shall go even further and say officer of a large international organization, that publishers everywhere have the obliga- he had had opportunities to observe a num- tion to make clear to all concerned the true ber of book development programs in sev- nature of book gaps in most of our count- eral parts of the world over a twenty-year ries. I say "in most of our countries" be- period. Hearing his enigmmic remark, I had cause only a very few countries, if any, can expected my friend to go on and say that he claim that they have no book gaps of one had found the book gaps of the world to be kind or another. (Certainly we have several so wide and so deep as to preclude any serious ones inthe United States.) In hope that enough books ever could be pro- thinking about these book gaps and in at- duced to fill them.But this simple cliche, tempting to deal with them, it is important which one so often hears, was not the bur- that all concerned make a clear distinction den of his thought. between the real need and the effective demand for books.To the intelligent but What the remark meant, he explained, uninformed outsider (and, indeed, to some was that inhis observation far too many insiders who should know better) the book book development programs had failed be- gap has seemed to be simply a shortage of cause they had concentrated on production books.This conclusion often has led to and neglected distribution and utilization. narrowly planned aid programs designed In too many cases, after thousands of des- only to increase the quantity of books in perately needed books had been produced, print programs designed only to increase it was discovered that far too many were the quantity of books in print programs left sitting in warehouses that there were such as the ones my friend was sighing no suitable mechanisms or facilities for ef- over.Most of these programs have failed, fective movement of the books into the or are failing, because in fact tha gap is bet- gaps.Nor were the gaps adequately pre- ween the effective market demand and the pared to receive the books and to make real need.To put it another way, the creat- effective and compensatory use of them. ed market demand has come nowhere near to matching the national need.In a good What my friend really meant, of course, number of countries that have serious book was that book gaps cannot be filled by gaps, the book industry has the capacity books alone that the supply of books, no to produce very nearly as many books as are matter how plentiful, will not fill a country's needed. In those countries the real prob- need unless adequate marketing mechan- !em is to stimulate the consumers govern- isms and sufficientdistributionchennels mental, institutional, and private to want have been provided, and unless rewarding and to use more books and to allocate to use of the books is assured in the end. the purchase of books sufficient financial resources to create effective market de- I have referred to my friend's remarks mands.Thisdevelopmentalstrategyis for two reasons: First to put the subject possible only through broadly based proof publishing into a properly broad economic grams and methods thatarenot often perspective; second, to suggest that publis- enough associated with mere "gap-filling" hers everywhere have the responsibility to book production.All of us know that pu- remind, constantly and forcefully, the plan- blishingskills,printing facilities ,and pro- ners and movers of book development production materials are of little value if sup- grams that there is much more to successful porting markets for the published product publishing than the mere production of need- are not readily accessible and favourably

16 conditioned. We must keep this basic eco- forgiveness of my doing so, I shall cite the nomic fact ever before us; moreover, we relative cost in my own country.In the must strive to make it clearly understoodby United States in 1967, approximately $48.5 our book-minded friends andcolleagues in billion was spent on education, including education, government, international orga- both public and private institutions from nizations, and private philanthropy. kindergarten through the university graduate level.The expenditure for books and other Now, how does a nation create an ef- printed educational materials, including lab- fective market demand for books?How oratory manuals, workbooks, tests,etc., does it sustain the demand at a level that was about $952 million.(Public,institu- will support a viable book industry? In short tional, and private purchases of all kinds, in- how does it go about the task of reducing cluding school and college library purchases, thegap betweentheoftenseemingly are counted in this total.)Thus the cost limitless national need for books and the of books was slightly less then 2 percent limited actual market for them? of the total expenditure on education for the year. In seeking the answers to these questions, let us consider separately the several The smallness of this fraction surprises major markets that form the economic foun- many people both at home and abroad. In dation of the book industry in every nation fact, some find it hard to believe.I venture of the world. to say, however, thatifthe facts were known, the fraction would be even smaller First and by far the most important, of in most other industrially developed coun- course ,is the education market the mar- tries.Hence I am led to suggest that pub- ket for textbooks, reference books, and re- lishers everywhere should emphasize the lated printed materials.Since others will fact that in the economy of education the later discuss educational publishing in some cost of books is actually a low factor the educa- detail, I shall here confine myself to a few very low, certainly, in relation to points of economic relevance. tive value of books.

As we all know, the education market On the subject of educational costs, usually is not only the largest but also the you as publishers may be interestedin most profitable of all forindigenous book knowing that of the total cost of educational industries. Hence the development of this books purchased in my country in 1967, market is of primary importance in the de- only one-tenth represented the cost of copy- velopment of a book industry that will ade- rights.This means that the copyright pro- quately serve a nation's needs.In order prietors of all the books bought for educa- to develop an effective market demand,the tional use received only two-tenths of 1 educational system must, of course, be or- percent of the total education expenditure. ganized to encourage the use of books as The smallness of this fraction should be basic tools of instruction and to instill life- carefully pondered by educators, govern- time reading habits in students.Further, ment officials, and all others indeveloping as noted earlier, sufficientfinancial resources countries who think that low-cost access must be allocated for the purchc__ ofbooks to copyrights will go a long waytoward for at least minimal use by all students, solving their problems with education bud- not just those of rich families.This means gets.Surely, these people are closing their that the book component must be planned eyes to some hard economicfacts of both and built in as a carefully integrated part publishing and education. of the total eeucational system.All too often this is not done.All too often books In final reference to the economic im- are presumed to be a basiceducational ne- portance of the educational bookmarket, cessity, yet unlike other basics, their pur- I want to make an observation that isad- chase is not adequately provided for. mittedlybothdoctrinaire and debatable. This has to do with the nationalization of Itis hard to explain this neglect be- textbook production in certain developing cause even in countries whereeducational countries.It seems plain that any sub- books are plentifully provided, their cost is stantial engagement of a government as only a small fraction of the total costof publisher is bound to have a repressive in- the educational system.Assuming your fluence on the development of a private- enterprise book industry.As noted above, be matched bylocalexpenditures.The in almost all developed countries the pro- federal government's aid to nonfederal lib- duction of educational books is the main- raries for the purchase of books and other stay of the publishing industry.I suggest, printed materials was increased in the de- then, that wherever this economically im- cade from $2.3million to approximately portant area is preempted by the govern- $200 million annually.This great increase ment, it will be very difficult for private in- reflected a most welcome change in public dustry to serve adequately the nation's need policy, something which came with a rush for other :f qssential books. in the second half of the decade.(As an aside,I can say as one who was involved In making this statement,I know that inits genesis that this change in govern- governmental production is the only way in mental policy was not come by easily.) which even minimal needs for textbooks can be met at present in certain developing In this connection you may be interest- countries.But even in such cases, Istill ed to note in passing that our "National would support the validity of my point as Library Week" is widely credited for stimu- an important considerationinanation's lating the increased governmental support total developmental plan. of our library systems.As many of you know, this highly successful annual pro- In all the major publishing countries of gram for the promotion of the high value of the world, the library market ranks next to books and reading is jointly sponsored by the edwation market in economic impor- the American Library Association and our tance. Itprovides basic support for the book industry tradeassociations.What publication of many categories of essential some of you may not know is that the idea books, such asprofessionaltreatises, of anational library week was originally scholarly monographs, historical series, and conceivee and successfully promoted by one several kinds of reference books, including of our great book publishers, the late Harold specialized encyclopedias and dictionaries, Ginzberg. bibliographies, indexes, glossaries, directo- ries, and statistical guides.Without a sub- In a broader view, I want here to note stantiallibrarymarket,many important that the cultural, educational, and ecnnomic works of such character cannot be publish- development of any country goes hand in ed.Thus it follows that the economic via- hand with the development of adequate lib- bility of a large sector of a nation's book rary services to the population at large.WR industry (a large section of the hidden part have already noted that library purchases of the iceberg) depends directly upon the are basic to the development of an eco- size and purchasing power of the libraries. nomically viable book industry. Here public-serviceand commercialinterestsare Nowhere has the economic importance closely interlocked and interdependent; one of this relationship been more amply de- 6lement cannot thrive without the other. I monstrated thanintheUnitedStates. recommend, therefore, that this conference embrace the proposition that the welfare of Therefore,Ishall again ask your indulgence of my citing our own experience.As every- libraries and of the book industry are iden- one here must know, the sales of our book tical and mutually supportable, and that lib- industry have soared and profits have in- rarians and book publishers should work creased substantiallyin the psst decade. closely together at all times and in all things. (Indeed, for the first time in our history, book publishing has come to be looked A third book market of major economic upon as an attractive commercial industry importance is that for practical books and and not a form of gambling like horse rac- manuals for workers and trainees in agri- ing.) Much of the reason for this salutory culture, commerce, industry, and govern- change lies in the greatly increased affluence ment service.Though substantial in most of U.S. libraries.The record speaks for it- countries, this market is highly fragmented, self: In 1959 our library purchases of books isdifficult to measure, and is somewhat totaled approximately $94 million; in 1968 difficult to reach.Usually it must be sold the total was approximately $392 million by newspaper, magazine, and direct-ma a fourfold increase!A large part of this advertising, plus personal selling through increase was in federal (i.e. central) govern- formal training programs, plus promotion ment expenditures, many of which had to through specialized booksellers.This area

18 Is of publishing is, of course, of critical im- ties of potential supply and effective de- portance to the economic development of mand. Only thus can the requirements of any nation. each area be grasped and measured.And thus it becomes possible to put together a A fourth important market is generated national synthesis, and then to assign action by myriad individual purchases of general priorities based on needs balanced by eco- reference books for everyday use en- nomic feasibility. cyclopedias, dictionaries, atlases, almanacs, and the like.As all publishers know, such This kind of economic analysis and works are sold in astonishing numbers in planning, to be sure, requires a large na- many of the less as well as all of the more tional effort.It can best be done, I sug- economically affluent countries of the world. gest, as a joint effort between government This extensive market usually is reached by and private-sector interests, with educators, door-to-door selling on subscription and in- librarians,and otherprofessionalpeople stallment payment plans. Itis an impor- having a large part in the undertaking. In tant factor, of course, in supplying a pop- many cases the finest resultof such na- ulation with informa educational and infor- tional planning would be the blocking of mational tools. extravagently conceived and economically impossible programs for filling book gaps A fifth book market of some economic that cannot be filled with books alone. importance is that for literary works fiction and nonfiction, produced for the general So much perhaps too much for public and read for their recreational, cul- the basic importance of the economyof tural,intellectual, and spiritual values.It markets.Let us next consider a few other represents the publicly visible part of the aspects of publishing economythat are too book-industry iceberg, and as such it holds often overlooked in planning book develop- the spotlight of public attention.Yetit ment programs. usually is the least profitable sector of the bookindustry. Itsnatureissomewhat Firstinlogical order comes the eco- amorphous and shifting; thus itis difficult nomy of manufacture.Here it is of primary to fix and measure.It is supported largely importance to note that the factor of mate- by sales through booksellers, book clubs, rials usually is more critical thanmachinery and lending libraries.Everywhere its eco- or labor.Paper, inks, and binding mate- nomic health is dependent, of course, upon rials usually are in short supply andhave the educational level of the population. to be heavily imported bydeveloping countries.This involves problems of cost and In many countries still another major foreign-currency exchange, with which all market is created by effective demands for of us are painfully familiar.Often import children's books.These demands usually duties are also imposed.Many nations that are !elated to educational efforts; thus child- desperately need low-priced books have im- ren's books represent a substantial composed substantial import duties onbook ponent of educational book requirements. manufacturing materials, yet have allowed In some countries school libraries provide duty-free import of manufactured books. thebasicsupportofchildren'sbooks. Clearly, this senseless behavior not only Everywhere bookshops, newsstands, and handicaps indigenous publishing andprint- gift shops provide general access to the ing, it also broadly hinders educationaland market.In all parts of the world children's economic development. books are of national importance in foster- ing literacy and the priceless habit of read- Here it may be useful to touch on an- ing not to mention the beautiful joy they other germane point of manufacturing eco- give the young. nomy, namely, the frequentexaggeration of the economies of scale in bookproduction. Returning now to my purpose in des- Around the world far too many uninformed cribing the major book markets,I want to people have been led to believe thatbooks suggest that any country with a serious in- can be manufactureddirt-cheapifonly terest in developing a nationally serviceable enough copies can be printed at atime. book industry should study the economics Everyone here knows that this simply is of each market area separately.In each, not so, that actually the point ofdiminished close attention should be given to the reali- savings is quickly reached in scaled-uppint-

19 19 ings.We know that certain fixed costs Now a few words about the economics per copy are the same, no matter whether of working capital.I have saved this until 1,000 or 100,000 copies are printed; that the last because in many countries it pre- for the average book, savings in unit cost sents the most important, yet the least quickly diminish for printings beyond 10,000 recognized, problem of the book publishing copies. Hence, we publishers have an ob- industry.It is especially, acute, of course, ligation, Ithink, to impress upon public offi- in developing countries where owned capital cials, educators, and all others interested in is scarce and borrowed capital is hard to book development programs the plain fact come by even at the highest rates of in- that no economic miracles are possible here. terest. Imyself never miss an opportunity to sur- prise interested persons by stating the size Everywhere in the world, even in the of the median printing of McGraw-Hill books. most affluent countries, most book pub- Last year it was less than 4,000 copies for lishers have to go to their bankers at least hard-bound titles and we printed more once or twice a year.Often itis a year- than 18 million copies of hard-bound books around,never-endingvisit.And almost during the year. everywhere bankers look upon publishing loans with eyes that are colder than usual, Next comes the economy of distribu- and publishers have to pay higher than usual tion, about whichIshall first remark the interest rates.Unfortunately, in most coun- obvious: that no book publishing industry tries of the world book publishing is not anywhere can adequately serve a nation's looked upon as a prime business risk. In needs without the support of a sound and certain developing countries, publishers pay efficient network of competent wholesalers rates as high as 20 to 40 percent on fully and retailers.Yet in most countries little secured shorl-term commercial loans. attention is given even by publishers to the economic welfare of such a distribu- The chief cause of this financial stress tion system.Far too often publishers and is, of course, the slowness in turnover of booksellers alike are guilty of irregular trad- thepublisher'sworkingcapital. Under ing practices that create havoc in the mar- even the most favorable conditions, pre- ketplace practices that cause hostility publicationinvestments(largelyeditorial and distrust where harmony and mutual expense) turn over about once in two years, help should be the rule.Disrupted and un- inventory investments about once a year, economic distribution is hurtful, obviously, and receivables about four times a year. to the public interest as well as to the book (In the United States the major item, in- indust y.It seems, then, that publishers ventories, presently turns over 1.3 times everywhere (with only a few countries ex- per year; in the major European countries cepted) have a special obligation to work the rate is considerably lower.) much harder at the elimination of unfair, disruptive, and hurtful trade practices. Naturally, borrowing capita; to finance Next, and closely related to distribution, this kind of business operation puts a hurt- comes the economy of transport.This is ful squeeze on publishers throughout the far more important to the book industry world.The squeeze is especially hurtful than the casual observer might think. In- in developing countries, where it has several deed, the foregoing proposition can be ex- grievous effects, some of which are readily tended by saying that no book distribution obsbrvable and some not. system anywhere can function well without fast, safe, and low-cost shipping faci- First,the squeeze causesshort-run lities. Governments that want more books printings, which result, of course, in higher at lower costs made readily available to unit costs and higher consumer prices. Too the total population can help with this prob- often books must be produced and priced lem by providing preferred postal rates and for quick get-out on one printing only, and subsidized freightage;also, by protecting thus the price and profit advantages of low- against pilferage and other dishonest and cost second printings are lost.And thus, unlawful occurrences in transport.In many also, many a good book is lost to continu- a country the lack of economic and depend- ing public use. able transport has by itself confined book markets to one or two large metropolitan Second, for time-money savings, many centers.What a pityl books are sent to press before they are

20 ready.Thus editorial quality is sacrificed. quences ofhigh-cost workingcapital,it This is especially lamentaNe in the produc- seems that all governments of developing tion of textbooks. countries andallinterestedinternational organizations and public-interest foundations Third, funds for announcement and pro- shoule pay much more attention to the motion expense followingpublication are financial need of indigenous book publish- often curtailed.This is hurtful to desired ingenterprises.A curingofthisbasic public awareness as well as sales. economic debility would quickly cure many of the related secondary ailments that have received to date much more attention.It Fourth, the need to turn slow-moving is encouraging, however, to observe that inventory into catth often prompts unsound several influential and resourceful organiza- business practices,such as specialdis- tions are now expressing knowledgeable bargain markets, counts and dumping in interest in theproblem.Theyinclude which are demoralizing to the book trade UNESCO, the World Bank's !nternational as a whole. Finance Corporation, and a number of regional and national developmental banks. Fifth, publishers are motivated tofill Now we can hope that these organizations their lists with "quickie" sensational books are at last beginning to see that every de and to forgo more solid and more badly veloping country is as much in need of low- needed books that require larger and longer- cost capital for its book industry as for its term capital investment, hydraulic dams, its highways and railroads, and its industrial pipots - including even Inview ofallthesehurtfulconse- its paper mills and plinting plants.

STATISTICAL INFORMATION U.S. Library Expenditures for Books (In millions of U.S. dollars - estimated) Library Classification 1968 1965 1963 1961 1959 Public $ 91.1 $ 73.6 $ 54.9 $ 44.0 $ 34.0 College and University 125.5 76.9 51.8 37.9 24.0 Special Purpose 20.3 17.3 13.0 13.2 11.5 School 155.0 93.3 69.5 41.0 24.3

Totals $391.9 $261.1 $189.2 $136.1 $ 93.8 (Source: The Bowker Annual)

U.S. Federal Govarnment Expenditures for Books (In millions of U.S. dollars - estimated) 1968 1965 1963 1961 1959 $200.0 $ 27.0 $ 15.0 $ 14.0 $ 2.3 (Source: U.S. Office of Education)

Financial and Operating Ratios (Annual statistical reports of 58-70 U.S. publishers) 1967 1966 1965 1964 1963 Net Sales - % 100.0 100.0 100.0 100.0 100.0 Gross Margin on Sales % 50.0 50.0 49.3 48.4 47.4 Operating Expense - % 43.4 41.2 421 41.9 41.6 ProfitafterTaxes - % 5.2 6.3 5.8 5.2 4.3 Sales per $ of Investment $1.70 $2.06 $1.72 $1.82 $1.78 % Return on Investment 9.8 12.4 9.1 7.8 7.4 March 1969

21 THE BOOK IN THE CONTEXT OF NATION-BUILDING by GEORGE G. THOMSON Director, Political Study Centre, Singapore

May I firstofallsay what a great of communications must play a predominant pleasure it is to see s.h a crowded room part.Let me start very broadly by saying concentrating on the inanimate cause of quite bluntly if not originally that we are in animate thinking, namely the book. I have an age of revolution, an age of change, an always felt in Singapore that the book has age when men's minds cannot be the crea- been a much under-rated, a much under- tures of habit.You can't live by old habits used and a much under-produced article. in a new world, and itis basically in this In fact, the first thing to which family plan. context,it seems to me, tnat this world fling seems to apply in Singapore is to the revolution isset.Remember that we in children of the mind rather than the children Asia are experiencing simultaneous revolu- of the body.Now that you are assembled tions.The history of the West has been as an anti family planning group for the a history of revolutions, buttaken in easy children of the mind, I am indeed happy to strides, its political revolution, then itsin- have accepted thisinvitation, though re- dustrial revolution, its social revolution and cently-given, and to come and speak to then its technological revolution.All these you, and Inote that although you are de- four revolutions have rushed into Asia since votees of the word, you only expect 15 1947 to be used by new hands in new minutes of words from me; and in a true circumstances with new urgencies and for democratic context, have arranged for dis- new purposes. Soitis the simultaneity cussion to be quite as long as the presen- ofthese rlvolutionsthatisdistinctive. tation.This I happily accept,but your Secondly, itis the fundamental nature of Secretary, Mr. Chopra has been pointing out the revolutions.The great agony of Asian to me that whereas I had thought you broke societies today is to unveil, to define self- off at 3.30 this afternoon, you are here in consciously what is distinctive in their tra- fact until 5.00 p.m., and I am therefore the ditional souls and preserve what is ancient prisoner of your brain-picking aptitude this and stable within them, in the new thrusting whole afternoon.As a sacrificial vitcim for and ever changing world which has come that length of time, may Iagain say that with the technological revolution.They are I am happy to be here. multiplerevolutions and they aresimul. taneous revolutions and they are inevitable revolutions.They arenot revolutionsof To talk on such a wide theme in such choice.They are not revolutions that men a short time is indeed difficult, particularly haw.; tiken voluntarily.It is the process of when itis a subject so congenial and so history, a process of God, a process of na- much to one's heart, but as there is plenty ture don't let me get theological at this time for discussion, let me paint with very But itis a process.If itis a pro- broad lines and leave you either to alter stage. cess of God, I always remember what a the main lines or fill in the details according pawky Scotsman once said, 'If itis a pro- to your inclinations. cess, if God's will must be done, thenlet us help him all we can.' Itisin the context of nation-building, that the book should come alive. Ifna- tion-buildingneeds more thinking,more What is it that we are concerned with analysis, more exposition, the book must in the age of nation-building?Yesterday play its part. Iwant in the first part to morning after a lecture,I was asked the say what the problem is; and only secondly question 'what isit that inhibits nation- to volunteer I come to the diminuendo building in Singapore?'; as if it was some . because you are experts on the book thing which others had already done, some- some reasons why the book rather than thing which we have already done and the radio and television and other means therefore, what we could easily repeatedly

22 do, but for some reason, defect of will or so when we think today in these terms, it ofintelligence,it was not beingdone. seems to me here again the book comes Remember this is something new: Asia, and plum into the picture in creating this form the new countries with which we are con- of personality in the perpetual human drama cernedinthis conference are concerned of human history.Let me just give you two with three things: first self analysis.We examples quickly; for after all in 15 minutes have got to realise the fundamentals of our you cannot expect much but generalisation; problems.It is only when things change, you must provide the details for yourselves that one challenges them and analyses them. or draw them out of me. One new image we Secondly, there must be self-expression. have got in Singapore is the patriot. You What is this Asian soul?What is a Malay- can't have a patriot until you have a nation. sian soul?What is a Singapore personal- Once you have a nation, the nation is some- ity?Things never defined before have now thing to fight, something to die for if neces- to be defined; and you can see the role that sary, and therefore patriot, a proud word the book plays in this.Having expressed inthe English language, has got to build the self, the self must be organised; that its own association, not an airy insubstan- is a two way process, one of self discovery, tially nothing, but that for which a man puts self expression of setting the pattern; and his own life at stake in the interest of his then the pattern having been set, commu- country.In terms of this imagination, we nication of it in terms of democracy.Asia can help ourselves actively by learning from is not exchanging one elite for another. The other nations.Itis the essence of com- Asian people have been brought on to the munication that we have to drawn on the stage as the revolutionary chorus and refuse experience of others, but not to an extent to be pushed off again without education, which drowns our own experience, or so without health, without security and without inhibit us from expressing ourselves because power.They have been brought on the we cast the mind and match against the stage to stay: and therefore the greatest might and majesty and mass oflearning problem of mass literacy the world has ever which has gone before. seen has arisensince 1947. A second example we in Singapore are The nation is the natural group in the concerned with our problem of urban re- new pattern of the world.I leave that with newal, rebuilding a city in the shape of a a full stop, because otherwise I give you six Florence or a Venice, to make Singapore a leci:ures; and there isn't time for that.Let place of beauty visually, a place of which me briefly make the categorical assertion, people are proud, in which people are proud that the nation is a group of common 'n- to live, a place to which tourists are proud terests and with a common way of life. I to come; and having come as to Rome or think the best way I can illustrate this prob- Florence, Agra or a Peking, will remember lem isto go to that greatest of all book with delight their days with us, and take writers, that man who has created more away with delight their recollections in order profits for more book publishers for more to share them with others. centuries than any other, the gentleman of Straford-on-avon William Shakespeare; (or If we see nation-building not as some- perhaps the claim should be made for 'Bib lel thing completely new, not as something to The anonymous). But William Shakespeare be taken off the shelf of an emporium and has a name.He said that 'all the world's make in another country, then it seems to a stage and all the men and women merely me the self-expressioninthe book, the players.'This is what it seems to me is communication of the book, the discipline happening in the world today.New people which comes through the reading of the have got new roles on new stages, writing book and accepting the logic and purposes new plays and with new vocabularies, and of the book, play an essential part in this it seems to me that it is in this setting that climate of nation-building.When we talk the book has to play itspart.You may of nation-buildinginthe singular,let us say why do I put it so melodramatically? remembernation-buildingintheplural. But we all in society have a role: the book There are 126 nations in the United Nations publisher has his image of himself that he today, each has its own state, its own lan- tries to live up to, the soldier, the sailor, guage, setting its own role for the future; the politician, the artist each have their yet we must not impinge on each other, own image, each have their role to play, and otherwise national confusions will frustrate

23 23 national construction.And here I think age of universal knowledge, all man cannot that inthe lack of a universal language, know all things of all themes, and yet we although English is slowly moving into that don't want people to follow experts on a role, one of the major functions of the book prefabricated and pre-built road.Men does in the world of democracy in which each not want to be a bus, or a tram; he must man is largely the prisoner of the country be a camel wandering as widely as possible of his birth, is to get into communication wherever hisinclinationleads him.And with others.You cannot buy in Singapore this is v.that the book with its infinite variety an anthology which will let us into the minds compared with the time table limitations of of the people of Burma: you cannot buy in the radio, or television or any other of the Singapore, an anthology which will let Eng- mediums can give: it gives man the basic lish-speaking people into the minds of the freedom of choice.There is truth stillin Thai.This isthe essence of translation the old Victorian belief that you look at a against the arrogance of those who write in man's library and you read his interests, one language and do not encourage trans- you read his character, you read the depth lation.This is a fieldit seems to me in of intelligence, from the books that you saw which you have an essential roie.Where on his shelf.The third choice that we have does the book fit into this as a preferable is the choice of expression.How many of method, not the only method, becauseI us can get on to T.V.?How many of us always ask when I hear of audio visual aids, get on to the radio?How many of us can who aids who?Is the audio-visual aiding fill a hall and get the audience there? but the book or has the book merely inthe one pen, one paper, one typewriter, then age MacLuhan become the passive servant- we can express ourselves without thediffi- in-aid to the audio-visual medium, the book culties of learning another medium.And of the play, the book of the film, the book as the book is essentially a duality of ex- of th,. television programme, the book which, perience a two-way traffic,it seems to me when all else fails, one picks up as a last that the book has its crucialrole in the resort, I think we have got to keep the democratic multilogue. primacy of the book, otherwise the only difference betweenus and theancient have not spoken to you about the Egyptian is that the ancient Egyptian had problems of mass literacy and thelike. static hieroglyphics, and we have animated This I am sure you all have and they would hieroglyphics and the book in neither can not be new to you, but if we see a world play its essential role.But the essence of engaged on the largest exercise in self dis- the bookitseems to me liesinthree covery, self expression andself-organisation, choices.First the choice of speed.For all then you who are concerned with the access that the educators and the mass medium to the mind of the men and womenof this tries to strike the happy medium of the new world, the world at its mostdisturbed, pace of absorption, each of us have a diffe- the world at its most turbulent, the world rent rate of absorption.The book ideally at its most democratic, the world atits suited to the level of intelligence, to the greatest potential in the technological age, speed of adoption of each individual.Apart you can really feel that if you are notthe from the speed, there is the time of adop- priests of the modern work, at least you tion.Itis learning immediately available. are the prayer book publishersof the mod- The second which come into focus is that ern world.Let us then have more prayer the book has an element of choice.In this books for a confident future. PUBLISHING BOOKS FOR CHILDREN by HENRY Z. WALCK

President Henry Z. Walck Inc.

This paper will be limited to a descrip- dish" storiesofhis readinglevel.Also tionof juvenile book publishinginthe there are books at a higher-than-average United States and, for the most part, to the readingleveltostimulate and challenge areas that are different from other publish- more capable children. ingspecialties.Statisticswillbe taken from reports compiled for the American Children's book publishers must keep Book Publishers' Council and for the Ameri- alert to educational needs.These needs can Educational Publishers'Institute, The have been changing rapidly in the past few Bowker Annual of Library and Book In- decades.The use of machinery to replace formation or from estimates prepared by unskilled labor means that all children must thestatisticianfor The American Book receive more than the old-time minimum Publishers' Council.Opinions will be my education.Therapidincrease intotal own and I take sole responsibility for them. available knowledge means that the child has more to learn during his schoo! years. In our country, children's books are The ease and speed with which people considered essential supplements to text- move about the world requires a broader books.Learning to read is a prerequisite knowledge of other peoples and other parts of all formal learning.The textbook is the of the world.My house is particularly in- tool for teaching the basicreadingskill. terested in such books and over 40% of the Children's books provide additional reading books on our list are of foreign authorship. material for practice and for enjoyment. A major purpose of juvenile books is to help You will agree,I am sure, that most the child discover that reading is fun. of the work and responsibilities of children's book editorsisquitesimilar to that of Children's books supplement textbooks adult trade book editors.Encouraging and inmany ways.Picture books stimulate working with the authors steering them interest in art and creativity.My own com- toward saleable projects seeing that the pany publishes several books without any authors maintain a high standard of writing text but with the story clearly told in pic- and so on are as important in juvenile de- tures.They are intended for use by pre- partments as in trade. school children but they have also been used to teach creative writing in the third There are also editorial matters more grade mostly nine-year-old children. or less peculiar to children's books.The writing must show that the author really Some books are to be read in advance knows children and their interests, and he of formal study in order to create motivat- must be able to reach children withhis ing interest in the subjectFor example, words. one of our own books called LINESAND SHAPES starts with familiar sights like rain- When considering a new author, it is bows, tabletops, bridges etc., and provides important to feel convinced that the author an exciting introduction to the conceptsof will be able to continue writing books of geometry.Children enjoy reading it a few equal or better quality.If children like a years before beginning the studyof geome- book, they want to read others by the same try. author 10 a greater extent than adults do.

Easy-to-read, high-interest-level books Itis necessary that the subject matter are for the below-average reader whomight of the book be suitable for the age group be discouraged and refuse to read the "chil- and of interest to that group.An attempt 25 25 to have a book fitin several age groups thatlibraries account for 85-90% of the risks being of interest to none of them. juvenile books sold.As recently as ten yew :~o, Sic then one out of three pri- In books of fiction we want to be sure r ,lementary schools had libraries, that the characters are credible and that libraries had full responsibili- the hero's reactions are genuine and under- f, Jing books forthe school's standable.The reader should be able to , system was lessefficient than identify himself with the hero. have been.Differentlocations u.o-operation between teachers and Outside editorial judgement by experts librarians difficult and reduced the child's in the field is often obtained for non-fiction enthusiasm for seekirg the extra reading manuscripts.Frequentlythiswillcover material.Also, under local laws, school illustrations as well as text.Age-level is funds and library funds usually came from particularly important in non-fiction books. different budgets and sometimes from a The subject must be suitable for the age- different form of taxation.It was not al- level for which it is written but the material ways easy to co-ordinate programs so that must not be over-simplified for that level. the library books were available to supple- It must, of course, be unbiased and up-to- ment the formal teaching program.Mast date. important ofall,there were not encugh public libraries and their collections wera No doubt you as well as we consider not large enough. that the illustrations and the design of the book are of utmost importance in juveniles. Our educators now consider it essen- In our country, fe-r the very lowest age-level tial that every school from first year up books the author and illustrator are fre- have a library, and librarians have set a quently the same person or a husband-wife minimum standard for such libraries of ten team.There have, however, been happy books per child,Some of our schools have collaborations between author and artist, not yet reached this standard, but we are previously unknown to each other, making progress. Major obstacles to achievement are continuing shortagesof The size and shape of the book can both librarians and funds. vary greatly within a maximumdictated by library shelving and fl minimum which Startingin1965, the federal govern- goes into a shoplifter's pocket tooeasily. In ment has made funds available for educa- some publishing houses the Editor-in-Chief tion, with library books included.This has is also the Art Director.In my opinion, a speeded up the development ofschool separate Art Director should be under the libraries and permitted most to increase the supervision of the Editor-in-Chief who has size of their collections. School libraries overall responsibility for each book publish- are now the largest consumer ofchildren's ed. books and probably buy 65% or more of the total,We estimate public libraries buy The size of type and the leading are an additonal 20-25% of children's books possiblymoreimportantintheUnited sold. States than in some other countries,We feel that books for the very young need This shift to schoollibraries as the large type on a short line and with ample major market has brought changes in the white space between the lines.Books for promotion advertising and selling of chil- the older age-level should approach adult dren's books.There are fewer than 1,000 books in appearance, but we min use ample bookstores in the U.S. selling higher-priced leading to provide good separation between children'sbooks.Thereare fewer than the line.The book should look appealing 10,000 public libraries, but more than 100,- and pleasant to read. We never "bulk" 000 schools. a book to make it look like more for the money.Some children look for a thin book Most school and public libraries pur- with the feeling thatit will not take too chase children's books from whole-salers. long to read it. Some purchase direct from publishers and a few buy from bookstores.Bookstores In our country most children obtain buy mostly from publishers and very little their books from libraries, and we estimate from wholesalers.But regardless of the 26 channel through which the books move to the mailing to large schools.I prefer to mail the consumer, the publisher must create about foJr circulars during the school year the demand. to more schools.Our mailing list now has over 80,000 names.Catalogues and Space advertising of children's books circulars may vary in amount of description is not very important.Most publishers ad- given to each title but certain vital informa- vertise the spring books, and again the tion should always be shown.The author, autumn books, in single list advertisements. title and price should appear,f course, and Advertisements covering a single title or a also, the year of U.S. publication, the page few closely related titles are often placed size and number of pages, and the code in magazines like the School Library Journal letters indicating recommendations for that but they are rare indeedinnewspapers. book. Juvenile publishers spend 42% of Juvenile book departments spend about their promotion and advertising budgets for 23% of theiradvertisingand promotion circulars and catalogues but adult trade budgets for space advertising, but adult publishers use only 17% of their budgets trade departments use 52% for such ad- for this purpose. vertising. Generally the catalogues and circulars Samples are an important factor in a will be "graded".Titles are groupedin juvenile publisher's promotion and an aver- sections. Kindergarten through Third Grade; age of six to seven hundred copies pei Fourththrough Sixth Grade; Seventh titleare used thisway. Reviewersfor through Ninth Grade and Tenth through newspapers, magazines and radio stations Twelfth Grade, to correspond to school receive copies, but from 85-9070 of the grades.My firm issues such a catalogue, samples are examination copies for schools and in addition we include a symbol to in- and libraries. Some states have committees dicate those titles that are also suitable for examine all books E ubm itted and prepare the grade immediately above the one in reports on them or, in some cases, an ap- which the book is listed. proved listis issuod.Large cities prepare listsfor their uwn use.Recently some A substantial amount of the publicizing smaller communities have been developing and promotion of children's books is done regional library systems to perform this by The Children's Book Council, which is a st rvice, non-profit trade association with 89 publisher members.Its activities are support- There are many varieties of schemes ed by membership dues and the sale of for exarlining hooks and publisher must materials on a non-profit basis. Its function send axamination copies to each agency is to encourage the reading and enjoyment or committee. of children's books. Recommendations by cevioin journals One important activity of TheChil- and non-commarcial organizations ifelpin- dren's Book Councilisto promote and fluencelibrariansintheir purchasing.A supervise National Children's Book Week joint committee of the American Library usually the first week in November each Association and The Children's Book Coun- year. Newspapers issue special Children's cil has chosen the most important agencies Book Supplements reviewing new autumn end assigned standard one or two letter books. Some radio coverageisobtained codes to them.For example. WC = Wil- and most libraries and schools have some son Children's Catalogue U School form of Book Week program.The Council Library Journal BE = ALA Basic Book produces and sells attractive Book Week Collection for Elementary Grades. It is use- materials such as posters, mobiles, etc. ful to print these codes for each book listed in catalogues and circulars.A title with a In the late spring The Children's Book long list of recommendation codes is almost Council produces special posters and other certain to be successful. material to encourage children to read during the summer school vacation. In the au- Circulars and catalogues are the most tumn it assists various communities around importantwayofpromotingchildren's the country inholding bookfairs. Four books. Some publishers mail circulars each times a year it publishes the CBC Calendar, month of the school year but frequently limit giving news about books and reading. I "27 have samples of some of these materials Royalty costs are considerably lower with me for you to examine, if you like. -- 11.2% against 17.6%of sales for adult If any of you are interested in receiving ade books. new material issued by the CouncilI can arrange to have your name put on its list. Subsidiary rights income on children's books is low 2.6% of sales compared to Books On Exhibit is a commercial or- 10.5% of sales for adult trade books.Per- ganization which provides standard exhibits haps this helps explain the royalty expense of new books, from many different publish- on adult trade books.There may be a ers, for schools.A small school may have tendency to overpay authors of books with an exhibit for about two weeks but large high potential for subsidiary rights income. ones may kerp it for several months. Teach- ers and pupils as well as parents are encouraged to examine books in the exhibit. Editorial and manufacturing overheads The publisher pays a fee for each title infor children's books take 4.8% of the sales cluded and supplies enough free copies for dollar which is considerably less thn the all exhibits.Each school pays the cost of 8.0% for adult trade books. This is a direct shipping the exhibit to the next school. result of the fact that children's books live longer and on the average sell more copies You may be interested in some further per title.It is not necessary to publish as statistics on U.S. children's book publish- many new books to obtain a given volume ing. In 1958 there were 70 member firms ' of sales. in The Children's Book Council now there are 89 members an increase of 27%. There is also a big difference in adver- Ten years ago, 1,522 new children's books tising, promotion and publicity expenses: were published.In 1967, 2,711 new titles juvenile 6.9% of sales, and adult trade came out an increase of 78%.In 1958 12.6%.The larger subsidiary-rights income children's book sales were estimated at of adult trade departments may be a factor $54,100,000. In 1967, estimated sales were here, too.A large advertising campaign to $169,000,000. an increase of 212%. make a book popular can be uneconomical from a strictly publishing standpoint but Juvenile books have alonglifeand profitableif the boor sold to a movie relatively large sale.20% of the average producer. juvenile department sales are of books published during the current year and SO% are sales of older titles.For adult trade de- During 1967 the average juvenile departments the ratios are 55% for new books partment earned 6.8% of sales, net profit and only 45% for older titles. after taxes, but the average adult trade department earned only 2.9% net. Elementary Plant costs of juvenile books are high, and secondary textbook publishers made an particularly for multi-color books, but when average net profit of 7.3%. spread over the total copies ultimately sold, the plant cost averages a smaller percent- To simmarize:In the United States, age of sales than for adult trade books children's books are educational books but 4.4% against 6.3% of sales, not textbooks. Children's book departments are similar to adult trade departmentsin On the other hand, production costs many respects but are also closely related (paper, presswork and binding)arenot to textbook departments and largely de- helped much by the larger total sale be- pendent upon school budgets for their in- cause this saleis obtained over a long come.Children'sbookspromotionand period of time.Storage costs, interest and marketing is quite different from either text- insurance expense soon exceed the saving books or adult trade books.And last but that could be obtained from running larger not least children's book publishing is more quantities.Also colorprinting andthe profitable than adult trade and nearly as sturdy bindings raquired by libraries add to profitable as textbook publishing. costs.Totalproductioncostsaverage about 36% of sales for juvenile and 32% for adult trade books. Thank you very much. PUBLISHING TEXTBOOKS FOR ELEMENTARY AND SECONDARY SCHOOLS by KENNETH W. LUND, Ph.D. Senior Vice President and Editor-in-Chief Scott, Foresman and Company

The commitment to providing educa- I chose this method of introducing my tional opportunity for all children is one of paper today because educational publishing the cornerstones of our current national in the United States must be understood purpose. In sheer numbers we seem to be against the background of the educational making remarkable progress toward that enterpriseitserves. We have no single goal with some 60 million students and system of education, and only in the last teachers (30% of our population) engaged decade have we begun to use federal funds informal education.To accomplishthis to support programs in the elementary and task we spend some 50 billion dollars, using secondary schools. Traditionally our schools local, state and federal tax resources. In have been organised under the direction of addition, we use private resources to edu- local citizen boards of education.. with taxing cate about 8 million students in private and power, usually a levy on real estate, provid- parochial elementary and secondary schools, ing most of the funds.The fifty states and we have a substantial portion of our have varying programs of contributing funds, college and university enrolment innon- ranging from 5% to 80% of the cost of public institutions financed in large part by educating a child.The publishing industry tuition payments from parents. hashistoricallyattempted to serve this diversified market with series of books that Yet it is safe to say that the educational will be acceptable in all areas, although this system in our country is under attack from market includesaffluentareasandcity many directions as it strains to keep pace slums, as well as contrasting geographic, with the changing needs of our society, and political and religious values in the back- to remove the glaring inequities as one sec- grounds of the students.In the last few tion of our country suffers in contrast with years we have begun to develop special another section.In one generation we have regional editions in some subject areas to raised the median number of years of edu- respond to local needs and wishes.As cation of our citizens some four years (now educationhas been controversialinour approximately eleven years of schooling) country, the educational publisher has not and in thirty years our college enrolments been spared, and often many of the ills of have risen some seven times (from 1 to 7 education have been blamed on the pub- millions). lisher.Perhaps to the publisher this seems strange, as only 1% of the educational budget is spent on textbooks, and many other But in candor we cannot say that we factors seem to be more significant in con- have raised the satisfaction level of students trolling the Quality of education. However, or teachers, because the explosion of know- itis certainly true that all publishers are ledge, the increasing industrialization of our aggressively developing programs to meet economy, and the confrontations of new these new challenges. giganticorganizationswiththepersonal needs and value systems of individuals has If I have sufficiently described the com- created a general concern for the relevance plexities of the American educational scene, of education for developing the full capa- may I now turn to the process of develop- cities of our people.Perhaps thisis the ing books and series of books for elementary natural state of a volatile, dynamic society, or secondary school use.In a real sense where competition for advancement is keen, this is a description of the roies of editors, and educational credentials are highly rated authors and consultants whose special con- in rewarding individuals with promotional tributionsare blendedintoa sequential, opportunities. structured teaching system that may pro-

29 vide the content and method guidelines for staff of the company must be involved in six or eight years of instruction in a parti- this process, as the dearth of this talent cular subject area. plagues all publishers. It all begins with a wise and perceptive editor capable of recognising or formulating As early as possible, the entire group the great ideas that every successful pub- involved in the project should be brought lishing venture must have.The editor must together to evolve the conceptional frame- be a scholar, capable of walking with the work.Working drafts on the broad out- great scholars in his field, and able to see lines and objectives are prepared and after the implications of concepts for curriculum much interaction, the editor, with assistance, planning at a level of learner maturity far drafts the guidelines for the authors, con- removed from the scene of the original re- sultants, researchers, artists and allied per- search.For example, in the social studies sonnel.This step is essential if the mate- field he must be able to think intelligently rial is to have the internal consistency neces- about the work of economists, sociologists, sary while drawing on the separate efforts historians, geographers, anthropologists, po- of each specialist.It is frequently wise to litical scientists and psychologists. From check this statement against existing prac- their professional writings,in conferences ticesand trends,usuallyby consulting and public statements, he must be able to acknowledged expert teachers in recognized extract from those complex statements the "lighthouse" schools where frontier think- key concepts which must be reflected in ing and practices are usually found.This the new textbooks.Specialization has been provides some guarantee against one per- growing so fast in these learned disciplines suasive member of the original conference that it is increasingly difficult to keep the having dominated the thinking of the group. dialogue going and toachieve common And, of course, there is continuous inter- agreements as to appropriate placing and action between the editors and authors at emphasis of content in the total program. every stage of the project.By reading and interacting to the material chapter by chap- Itis apparent that no one man can ter, by conference and correspondence,the have all these talents in such a broad spec- editor encourages productivity and creativity trum of knowledge.This means the pub- and guard against diversion of effort or lisher must establish liaison with scholars delay.The process isfar more complex who will give some significant time and thanI have described here, as the editor attention to the problem of curriculum at must guarantee that the masterdesign does the elementary and secondary school level. find representation in the creative efforts of If they have the interest and ability to serve the author.To forfeit the design or to as authors, so much the better.In any stifle the creative thrust of the author would event, they can be retained as consultants be disastrous. to guide planning and to assess the quality of the manuscript produced.It is becoming clear that an excellent textbook inthis By this time the editor neecs help, and period of increasing specialization and evolv- arranges for a critical evaluation oTthe manu- ing disciplines and concepts must of neces- script from experts in the disciplines for sity be a team product with full represen- correctness and scholarly worth, andby tation of scholars from several disciplines, creative teacherstoguaranteethat the teachers, writers and editors, as well as material will have in the hands of effective personnel to be needed research on perti- teachers at the appropriate gradelevel. nent issues. These are thorough and critical reviews and vital if major error or misdirection of effort Perhaps by now the editor has iden- are to be avoided.If the material is radi- tified one or more persons who can serve cally different in concept and requires new as authors on the project as now broadly classroom practices,it may be necessary defined. Unquestionably, author selection tofield test the material under carefully ranks in importance with a sound conceptual controlled conditions.Usually this is done framework for the success of the project. in part by members of the original team, Great writing does not come readily and this but often it is wise to enlist the effortsof talent must be continuously hunted and dis- someonl who has no biasfrom original covered.The sales force and the entire involgOnt and can offer a fresh evaluation.

30 30 Although this story by now is a lengthy to the local school committee where ulti- one, it is by no means complete. I have mately one out of five may survive. In not discussed the role of the designers and essence, this describes the intense com- artists who have been at work since the petitiveness that exists in educational pub- beginning of the project.Increasingly pub- lishingin our country, and describes the lishingprojectsinvolvealliedmaterials, process whereby the teachers are able to equipment, films, tapes, workbooks, exer- select the program best suited to their in- cises, tests, bibliographies, charts, maps, structional plan. As our schools are govern- and other items that contribute to instruc- ed by many different regulations, it is appa- tional excellence. Itis apparent that none rent that a large sales staff is necessary, of these can be a solo venture and endless and each year presents many opportunities hours of conferring and coordinating are for victories and defeats. necessary if quality is to be guaranteed. In addition after all of these efforts are com- Some ninety different publishers are pleted, many months will be required to sail engaged in selling educational materials to the project through the book production schools and colleges.The competition is waters and ultimately on to the publication so keen that the eightlargest publishers date.These contributionsarevitaland have less than fifty percent of the business, time-consuming, but have also been respon- and often publishers have different areasof sible for contributing a technical excellence strength and weakness in terms of different to textbook publishing that is widely recog- subject-matter areas. Inthis sense pub- nized. lishing is described as a high risk business venture and requires a substantial amount When the series is complete, it is now of investment over a period of years,with- the responsibility of the sales staff to pre- out guarantee that the programwill please sent the program to the school districts or those who must decide. adoption committees.In approximately half of our states there is a regular schedule of This is a cursory treatment of educational publishing in our company.At best adoptions and the opportunity to present of a material in a particular field may come only I have only described an overview once every five years.Perhaps as many very complex process.Perhaps I can be as ten or fifteen publishers maypresent of more help in answering yourquestions programs, and the committee mayselect as or describing some aspectsof publishing in many as five as suitable.This permits the more detail.I will welcome this opportunity publisher to present the approved program to discuss this with youfurther.

v.%

AL PUBLISHING PROBLEMS NEEDING THE COOPERATION OF GOVERNMENT by DONALD MOORE

President Singapore Book Publishers Association Managing Director:Donald Moore Organisation Ltd.

I hope I may be forgiven this afternoon there is no virtue in going into now, it came ifIrelate what I say specifically to the Sin- to an end, and Singapore, for the first time gapore scene.In the first place, it is that initslife, found itself without an assured which I know something about and Ihope hinterland, and possessing no raw-materials I may be forgiven also for, mildly, at any of any kind, possessing, in fact, nothing but rate, using the Seminar to put forward some some very hard-working people and a stra- of the views of the Singapore Publishers' tegic position on the map. Association.These views are concerned specifically with the relationship between When consideringassistance toor book publishers and what they are doing and participation in industry Government's sole trying to do on the one hand and Govern- criterion is whether their assistance is going ment and the needs of Government on the to help Singapore to survive as a separate other.But perhaps firstI should sketch in entity, and the Singapore Government is un- very, very briefly something of the history likely to listen to any proposals of publishers of Singapore and the reason for doing this which are merely good or desirable: it will, will become apparent as we go along. however, listen very attentively to any proposals which are likely to enhance the pos- Singapore, as I told you yesterday, was sibilityof our survival.This hasled to founded 150 years ago, having been for what is still an absolutely socialist govern- centuries before that a virtually unoccupied ment coming totermswithcapitalism. tropicalisland.Butalmostimmediately There were no natural resourcestona- after its founding,it became very closely tionalise.There was nothing we could do connected with the Malay Peninsula, which except produce that climate which would also became subject toBritishinfluence, be most conducive to foreign investment and the whole economy of Singapore grew All this has tended to result today in an up comprised of two main components. economy in which there is a growing public One was its entrepot trade, which brought sector, not simply in the sense of power into South-East Asia the manufactured prod- stationsand railways andairportsand ucts of the West and sent out the local things of that nature for many of these produce.The other was thatit acted as things were already there, but within the the port of entry and exit for Malaya, or, as private sector's traditional area.You will itthen was, the Federated Malay States find Government with investment in private and the Unfederated Malay States.It was enterprises, you will find Government mak- when the Federated Malay States were first ing loans to orivate enterprise, all of it aid- formed that the separation of Malaya and ing in the fight for survival.So,indis- Singapore really began, but because both cussing publishing in this context, there are areas were under British rule, they worked three kinds of publishing propositions in in co-operation and their economies deve- which Government is likely to be interested. loped together.But once the separation had taken root, it tended to be perpetuated Government might well support a pub- into the days of independence.So that lishingendeavourwhereitcontributed Malaya and Singapore became two quite directly to a particular government policy. separate entities, each going its own way, It might well therefore assist in the pro- and this became such a cause for concern duction of school textbooks where they are that the Federation of Malaysia, of which likely to help in raising educational stan- Singapore formed a component part, was dards.Government will assist also in any born. But, for all sorts of reasons which endeavour which will increase employment

32 32 opportunities.The creation of employment tion of employment.Again, we come up is a fundamental problem, the crux of every- against this problem which we discussed thing in fact, for if we cannot fill the gap yesterday how to educate people to between jobs and the people seeking them understand what publishing is and what it we cannot survive at all.The Government involves.When the Government thinks ot of this country came to power, we are fond the creation of employment by publishingit of telling people, on the back of the tiger thinks mainly,I fancy, in terms of printing, and itis the only government in recorded of machines, factories, and indeed,in large history to gLA off its back intact, but if we measure it is correct indoing so since the cannot fillthis employment gap, thereis printing of the books the publisher produces no hope of any kind.So Government will does entail the employment of skilledlabour. support almost anything which creates em- But we have so far had great difficulty in ployment.The third question they will ask getting understanding and acceptance of the is, can the product be exported?Can we fact that the work of the publisher himself by this means reach a wider market find entails the employment of possibly more more people who will buy things madein people than that of the printer, since he Singapore?These three factors are crucial cannot use machines for his editorialwork, in any approach for government help, gov- his production and art work, his proof-read- ernment assistance, government involve- ing, and so on. ment in publishing.Once survival has been ensured, then Ithink, its co-operation may We come thirdly to the question of extend to fields which are not related directly whether the product can be exported, and to these three factors. here again there is,Ibelieve, confusion as to the function of the publisher.The print- Now, concerning the first, that isto ing industry can seek orders overseas for say, Government assistance in the publish- printing anything from labels to books, but ingofeducationaltextbooks.Here we this is not publishing, nor is it helping the have a profoundly important task for the publishing industry here.If we are to con- Publishers' Associationto dealwith.It tribute meaningfully to Singapore's survival, seems to me that the publishing industry we have somehow tobring about a com- should be recognized as playing an absolute- plete revolution in our thinking and Ithink ly integral part in the provision of education. perhaps it should take the form that the I think that we should have a constant outlook of publishers inthe West does. dialogue going on with the Ministry of Edu- We cannot go on turning in on ourselves cation.I think that the Ministry of Educa- and producing yet another set of school tion should tell us precisely what they want readers for Singapore primary schools. We and then help us to produce it by means have to think instead of sending things out of a closer, more meaningful dialogue wnich into the world from here.Very recently, should be going on all the time.Instead there was an article in "The Bookseller" by of this, however, when a delegation of the a British publisher who pointed outthat Publishers' Association called on the Minis- were it not for the robustness of theBritish try of Education and protested, very mildly, publishing trade, books would be flowing in- I thought, about the fact that if a publisher to England instead of out, just as theyflow wishes to produce a series of books in a into Australia and not out.Somehow im- particularsubject,whichwillbeused plied in this attitude was the notion that throughout the primary or secondary school, what was not good for the Britain was he must produce three books of the series somehow good for Australia.I do not think before the Ministry will even consider the that we want to see the number of books possibility of the series being put on the coming in to Singapore decrease, but we listof recommended textbooks without do want to see the number of books going which the publisher has no hope of selling out increase and I think that this principle so much as a single copy.The Ministry probably appliesalso toother countries defined this hazardous enterprise as a nor- represented here today. We have a num- mal business risk, but it is hardly the best ber of distinct advantages in the South- way to obtain the best possiblebooks for East Asia, but let me speak simply of Sin- the children of Singapore. gapore.

I now come to the second factor in- We have, first of all, the advantage of fluencing Government participation: the crea- a command of the mostwidely used Ian-

363 guage in the world. We do not have to translated, and which will perhaps never be fight our way out from behind a language worth a Britishor American publisher's barrier.We have a situation of complete while due to his high costs translating stability, and this includes wages. We do and republishing, but it could perhaps be not have labour unrest.Wages,Ithink, worth our while and to our benefit. Ido will remain stable for some time, so that not know how easy it is for a school-teacher we have here between five and ten years in America, say, to explain to the children in which to produce books of a very high he or she teaches what life is like in South- quality and at a rather lower price than East Asia, in Cambodia, or Indonesia. We anywhere else in the world.Thirdly, be- ourselves certainly have done nothingto cause we have politicalstability, we can produce material which could be used in attract money and plant here, and have a schools in the West material which could better climate for investment than almost be used, for example, in schools in Australia anywhere else in Asia today.Fourthly, we where there is a growing interest in South- enjoy a geographical position which greatly East Asia; yet we provide Australia with facilitates the distribution of whatever we practically nothingin the way of books make. about this area for use in schools or universities.Now I think we can get Gove,n- Now I think that Government can be ment to help in this. Ithink we have got induced to help if we can convince them to get them to help with finance, to help that we are worth helping. I think they in persuading overseas publishers to come can be induced to help in producing series here and indeed this has already begun. of books which will assist in nation build- And in the case of publications which are ing. I think they can be induced to help intended for thisarea, school books, for with all the children's books we have been example, we need to get them to buy the talking about this morning. I think they product as long as it is what they wanted. can be induced to help in the production of books which will go out from here: books In talking on these lines, I hope that about this area there are hundreds of out of this seminar can come some approach books about Malaysia, Thailand, Singapore, towards a regional attitude.The nearer we Indonesia, in four or five European langu- can get to a regional concept in everything ages, which ha\de never been reprinted since we do, but particularly in publishing, the bet- they went out of print as much as a hundred ter it will be for all of us, andI think if we years ago. Almost all the European literature pursue this line with the Government here, about Asia still exists only in the European we shall eventually be successful: but pri- language in whichit was first published. marily it is a matter of propaganda and edu- There are German books, French books, cation in what publishing is, what it can Dutch books, all kinds of books written in do, and the unlimited extent of the oppor- Europe on this area which have never been tunities with which it is presented today.

"lye

34 SCHOLARLY PUBLISHING: WEST TO EAST by CHESTER KERR Director, Yale University Press and former President, Association of American University Presses

We now come in this Seminar to a machines in orbit they will wish to journey special branch of book publishing one to the moon. which is comparatively new in my country andrelativelyunderdevelopedinyours. I said a moment ago "to continue the Some years ago, I described university press Asian-Americandialogueonthishighly publishing as madness, saying, "We publish specialized branch of publishing."As some the smallest editions at the greatest cost, of you may recall, this dialogue was begun and on these we place the highest price, ten years ago with apaper deliveredin and then we try to market them to people Bangkok by Datus C. Smith, former director who canleast afford them."When an- of the Princeton University Press and direc- other writer on scholarly publishing quoted tor ofFranklinPublications.Later came me recently, he was kind enough to soften Thomas J. Wilson, then director of the Har- my wryness with an aphorism from Maxim vard University Press, and Carroll G. Bowen Gorky: "The madness of the brave is the of Chicago and M.I.T.In 1962 at Hawaii wisdom of life." there occurred the symposium on Trens- Pacific Scholarly Publishing which brought Perhaps my latest act of bravery was another half-dozen of us into direct contact to join this Seminar. withourAsiancounterparts. Eighteen months later the Association of American The decision to add an American Uni- University Presses dispatched Leon Seltzer versity press representative to the program of Stanford and Harold Ingle of Johns Hop- was not made until the final stage of plan- kins to nine Asiatic countries on an ex- ning and then, itshould be said, not change-of-information mission which includ- without misgiving.Some Americansfelt ed a special conference at the University of that the primary purpose of the Seminar Delhi. In 1965 the AAUP brought several would bereduced by a discussionof Asiatic scholarly publishers toitsannual scholarly publishing When Asia's main meeting in the USA and to a round of visits concern at this time necessarily bears on to selected American University Presses. So publishing at lower and more practical levers I am walking in distinguished footsteps. in the educational process.One of my university press colleagues put itthis way: Yet the wonder to me isthat there "The other American publishers will be dis- have not been more of us American scholar- cussing problems the solution of which is ly publishers among you and more of you reasonably vital and urgent.From Asia will among us. The gain from such exchanges come people from publishing, education, and seems obvious, for while we Americanuni- government who feel strongly the pressure versity presses may have reached a stage tosolve these problems.To include an of development well in advance of yours, American scholarly publisher to talk to these we have only done socomparatively recent- people about a matter less urgent and vital ly. The memory of our growing pains is at the moment could be quite incongruous." still strong enough to enable us to share the experiences. Yet we decided to send such a representative, for it seemed to enough of us Like you, we have learned from the that no opportunity should be lost to con- illustrious examples of Oxford and Cam- tinue the Asian-American dialogue on this bridge, but these world-famous enterprises highly specialized branch of publishing, even are now so sizable and strong that itis if the immediate results should be limited. scarcely possible any longer for you and us After all, it is certain that as soon as Asian to identify our experiences with theirs.At science and technology places men and Cornell next June, when the American uni-

35 35 versity presses gather for their annual con- smaller fraction of the sales revenue corning ference, references will be made to a 100th in to the American book industry yet it anniversary and indeed 1859 may be taken totalled approximately $25,000,000 in 1968, as the founding date of the first organisa- or five times what it was twenty years tionto callitself an American university ago when I eompleted a study of some 35 press.But as a more realistic student of presses, the number of members in the American scholarly publishing am Wily Association of American University Presses aware that only in the last fifty "ears have at that time.The number of new univer- we begun to render any significant service sity press titles published annually has risen to American scholarship and only in the in that same period from 725 to 2500. last twenty have our accomplishments, sue, as they may be, aceieved any world breadth. I do not wish to suggest that then or now we are the sole publishers of all the So I insist to you that we do have scholarship which results from the research more in common, in youth and in vigour carried on at our institutions of higher learn- and in potential development, than may be ingor comes tous from abroad.Our commonly supposed and that we have only brethren in commerce, as my colleagues on to solve the main problem besetting any the Seminar team can assure you, do a fair countries with differing histories, languages, share of it; our scholarly societies do some; and wisdoms the problem of communica- and our government, it must be said, does tion to benefit from each other's com- a bit: although not much, because of our pany. I desire to benefit from your corn- staunch national view of the prerogatives pany at this Seminar and if we who may of the "private-sector" of publishing.Yet be interestedinscholarlypublishing find it is true, I think, that the bulk of responsible ourselves talking in too rarefied a manner scholarly publishing ir now performed in the group at large will forgive us, I am sure. our country at our universities, excepting only the hard sciences whose scholars so Let me begin by picturingfor you often turn to journals as the logical vehicles American university presses as they pre- fortheirbrieferpublicationrequirements pare to enter the 1970's. and excepting much technical information which isinthe hands of such competent There are now seventy of us, scattered firms as McGraw-Hill, and Wiley, and Van across the U.S.A. from coast to coast and Nostraud.It is comprehended,I am sure from border to border all kinds, allsizes. that we do not publish textbooks except Some of us are attached to private insti- where some experimentation at our parent tutions, some tostateuniversities. We institutions may justify doing so, and that have only one federal organization. the uni- except for regional interests we tend to Honolulu, que East-West Centre press in leavefiction and poetry to those better The oldest true presses were established equipped to judge contetnporary literature in the later 19th century at the private uni- and to support those judgments. versities where the German model of higher education had been adopted at John Over half Hopkins, at Chicago, at Columbia.Then We do publish paperbacks. Princeton, Yale, Harvard, and Stanford fol- of the American university presses now lowed suit in the first decades of the 20th issue many of their backlist titles in these century, with the large emeraing statein- less expensive editions and even publish stitutions coming on strong after that: Cali- now titles simultaneously with or soonafter fornia, North Carolina, Minnesota, Pennsyl- clothbound publication. vania, Texas. This has not only made our publications Alltogether we now publish 8% of more widely available to scholars and stu- the annual output of new Americantitles dents and in foreign markets where lower meaning that one out of every twelve prices are especially appealing, but it has new books emanating from theU.S.A. bears made it possible for many works of scholar- a university imprint, or tooffer a mors im- shiptoenjoyauxiliarytext distribution. portant statistic, one out of every seven Classroom use in America now often in- titles now in print in our country comes from volves paperbacks and these assignments a university publishinghouse. Of course, occasionally include the works of scholar- our total dollar salesvolume isa much ship put out by university presses.

36 36 In his paper ten years ago, Datus Smith up of works by scholars from our own described the purposes of a university press universities.They are freeto take their in language which can scarcely be improved. manuscripts to other presses or to com- He listed four services to society that can mercial publishers, which they often prefer be rendered by a university press. to do, and we are free to rejecttheir sub- missions, which we sometimes prefer to do (1)To serve scholarship in the local country by making the results of research We do not have numbers of editors coherently available for the use of us all; or salesmen patrolling thecorridor of every by providing scholars in the local country major university but many of us have alert with an outlet fc r their work (which is little and informed editors who follow scholarly more than anintellectual exercise like a developments and can often nose out a chess game unless it can be carried through desirable manuscript or a potential univer- to the final stage of publication); by sub- sity author.Each is usually an expert in a jecting research to public criticism. givenareaofscholarship thehard sciences, humanities or social sciences (2)To stimulate and vitalize research, and each has usually done post-graduate or at least to assist and encourage authors study to some extent.The decision of in finding the best form into which to cast what a universitypresswillpublishis their work for publication in order to make customarily made by these editors sup- itmeaningfay accessibletothe world. ported by local or outside expert readers This function cannot be overemphasized, and approved by a local faculty advisory even though it is sometimes hard to define group.Once his manuscript is accepted or identify.It is a clear fact, however, that an author is offered normalroyalties and a university press can be a strongcreative other terms and his manuscript is revised force in mechanism.Even its part in sub- and/or copy edited, as the need may be, jecting proffered manuscripts to rigorous and otherwise made ready for theprinter objective criticism before accepting them for with his concurrence. publication is of high creative value. We are publishers, essentially,rather (3)To serve as a connecting link than printers, although about fifteen Ameri- withthe world community ofscholars can university pressesstill have their own throughinforming other countries of the printing plants which originally came into results of research undertaken and (in cases existencetomeet the university's other where thisisappropriate and feasible) general printingneeds bulletins, bro- through informing local scholars of world chures,catalogues, announcements,sta- developments in their field through republi- tionery, etc. but which seldom prints cation, in the original language or in trans- all the books for the press.Outside print- lation,of selected scholarly works from ers do the bulk of thework under the usual abroad. terms.Good design customarily warrants special attention from university presses, as (4)To exhibitstandards of book- part of their special obligation to set stan- publishing that rnay help raise the general dards of excellence, and most presses in- level of performance of the book industry vest substantially,althoughnot extrava- in the local country in intellectual inte- gantly, in this aspect of their work, as the grity, business ethics, soundness of design record of annual awards from the American and manufacture of the books, and an in- Institute of Graphic Arts bears witness. defensible determination to put books into the hands of as many as possible of the We send our review copies and pro- potentially interested readers. motion copies.We advertise, most particularly inthe scholarly journals, although A brief description of just how Ameri- frequentlyin the New York Times, New can university publishers performtheir tasks York Review of Books, Saturday Review, may interest you. and other general book media. We do much direct mail, trying to locate the small We find our manuscripts not only at specialized market for each of our specia- our own universities but at theother in- lised publications. We exhibit at all meet- stitutions of higher learning inthe U.S.A. ings of professional societies and associa- or abroad.Only 40% of our lists are made tions of scholars.In short, we spend about

37 37 the same effort and money, relatively speak- tralized and detailed mailing list of American ing, in promotion of our books as do most Scholars, libraries, and institutions, a joint American publishers and indeed we bor- program of exhibits, and finally to a periodic rowed heavily from their experiences and bibliography.In 1958, we put these pro- techniques in perfecting our skills.We use jects into the hands of a paid secretariat salesmen to visit jobbers and retail outlets, in a New York office.The Association of although often we combine with other pres- American UniversityPressesisnow an sures to do so.It's a large country and active and respected group enterprisein Stanford can sell Yale's books on the West the American publishing scene. Coast while Yale sells theirs in the Eastern United States. Let me make theforegoinggeneral picture more specific for you by supplying We have the same warehousing and some information about my own Press. shipping and accounting problems as does any publisher, although always on a smaller Yale is not the oldest nor the largest and particularized scale.Many of us keep university press intheUnited States of our records and manage our business func- America, but by any measurement we rank tions with a desirable degree of indepen- in the top dozen. We were foundedin dence from the bureaucracy of our parent 1908, celebrating our diamond jubilee last institutions.But each of us is integrated year. Since then we have published some closely with the administrative apparatus of 3000 titles, of which 800 are stillin print thoseinstitutions whose names we are plus 200 paperbacks. We now bring privileged to bear and each of us is con- out 75 new titles each year,plus 15-20 scious of that extra responsibility to per- paperbound reprints from our own list.We form in accordance with the value and re- like this size and do not plan to increase it putation of that name. but instead to find a better 75 manuscripts each year. No university press can exist without financial help. Itis simply not possible to We are strong in the humanities, as is publish works of scholarship in small edi- our University, but we are lately venturing tions at today'shigh manufacturing and farther into science again reflecting an operating costs and to recover enough from increasing strength at our University. Be- sales revenue to break even.Our subsidies cause Yale has a remarkable library with come in all forms and sizes.Some are out- many remarkable holdings, we reflect these right university budget appropriations: the interests, too for instance in our publi- UniversityofCaliforniacurrentlyappro- cations in 18th century studies and docu- priates $200,000 per year tosupportits ments (Walpole, Johnson, Jonathan Ed- press; Wisconsin puts out $100,000.The wards, and Benjamin Franklin) or the his- John Hopkins Press needs help from its uni- tory of the American West (the Lewis and versity in the form of an extended working Clark Journals). We have at ieast six out- capitalloan currently several hundred standing lecture series at Yale which often thousand dollars.Harvard has a drawing provide the Press with manuscripts from account from the university of up to a mil- famous scholars not ordinarily within our lion dollars and needs it.We all go to reach (Commager, Frorm,Dobjhansky, foundations and other donors for aid for Chandrasekar).Or a scholar may come to specificprojects; on occasion our federal Yale for a year or two to perform a special and state Governments have rendered such piece of study (which is how we secured bestseller,David aid but I believe these to be surprisingly our most extraordinary few.The burden falls largely on our parent Riesman's THE LONELY CROWD). institutions, which is where, in my judgement, it belongs(if a university wants a To attract andhandle these manu- press,it must pay forit).This usually scripts, we have twelve editors (out of a means it rests on the ingenuity and acumen total of 45 publishing employees).Seven of its press director. of these procure end judge manuscripts and guide the authors toimprovements, As far back as 1938, the American while the other five do copy-editing with university presses began to exchange "how- assistance from free-lancer outsiders. Our to" information with each other.This led chief editors meet every month with out to cooperative endeavours, such as a cen- faculty of advisors to approve or disapprove.

38 manuscripts.The committee's favourable cash and making bookstore refer- action is needed for publication. ials); and 15% overseas. We design our books with care and skill, taking advantage of Yale's talent and Our sales revenue is currently $2,000,- reputationinthe teaching of the graphic 000 from publishing and $1,000,000 from arts and we are consistently represented in printing.We have no annual financial aid the yearly fifty books Show of the AIGA. from the University.(We even paid for We believe this attracts authors as much our own building and we meet allits ope- as it pleases readers. rating and maintenance costs) but we do enjoy $90,000 a year in special income from We printall our paperbacks and half capital gifts made specifically to the Press our clothbounds in our own plant a small over the years by individual donors. In offset shop which also does the University's addition,I must find approximately another printing.We've done that for fifty years $90,000 each year inspecial subsides to and we are glad and so is the University. support specific publications such as an We have 35 plant employees making 100 expensive work of art history published for in all at the Press.We pay all 100 more the Pierpout Morgan Library in New York. or lesscompetitive wages andsalaries. Like our parent University, we pay no taxes. They enjoy certain university fringe bene- We have no stock-holders and need not fits, a lower cost of living than in New York, make profits.Our goalisto break even and the dignity and enjoyment of life in an each year.Usually we just squeak through. academic community, But to support slow-moving inventory and rising costs. We often feel the cash pros- Yale books are sold all over the U.S.A. si.re and in the past eight years have bor- and all over the world.At home we use rowed up to $50,000 from the University our own salesmen (both of them) or the which gives us a very reasonable interest salesmen of other presses in other parts of rate. the country.In Canada the McGill Univer- sity Press sells our books.In Mexico and Our median first printing is 2300 copies South Americanour books are handled (5000 for paperbacks).Our average list by a university press thus called the Cen- price has risen to $7.9 ($1.95 for paper- troInterarnericann de Libros Academicos backs).We keep a book in print until its (CILA).Seven years ago we ended our annual sales drop below 200 (1000 for long-standing (and much-valued) sales re- paperbacks). lationship with Oxford and joint.ld up with two other American presses toset up a small London office from which we seil in There you have an account of univer- the U.K., in Europe, in some Asian coun- sity publishing asitis currently practiced tries, and in Africa,We have recently con- in my country, in general and at Yale. It tracted with an Australian stockist and I is for you to say whether this is recogniz- am on my way to Tokyo to make a similar able or useful information for your country arrangement. Lastyear we soldover at this time.Speaking for my country, in $100,000 of Yale Books in Asia, exclusive particular for the Association of American of what American or London Exporters sent University Presses and most especially for in. We also sold a dozen reprint rights. the Yale University Press, we are ready to add to that informationinany way you Our overall sales break down roughly desire and even to offer any assistance with- as follows: in our power to your developing scholarly publishing needs.We went on record to GO% to domestic jobbers and book- that effect seven years ago at the conference stores(largely college bookstores); heldin Hawaii and five years ago at the Conference held at the University of Delhi 15% direct to libraries; and Irepeat the offer today.It is you, of 5% to other institutions; course, who must decide just what you wish to do about scholarly publishinginAsia 5% to individuals (we are trying to and just what outside guidance or assistance reduce this to zero by demanding you need.

39 39 Is a scholarlypublishing apparatus brothers on that brightloveliness in the worth the effort and money?Daniel Coit eternal cold; brothers who know now tha; Gilman, a Yale Graduate who became the they are truly brothers." first President of John Hopkins and founded its press in 1878, thought so."It is one of NOTES:- the noblest duties of a university" said Gil- man, "to advance knowledge, and todiffuse 1)A complete description of Ameri- it not merely among those who can attend can University Press publishing maybe the daily lecture but far and wide,"If found in the Hawes Handbook published you believe that, as I do, then we cantalk recently by the Association of American together and learn from each other for University Presses, One Park Avenue, New those who have something in common may York,N.Y. Ifany Seminarparticipant communicate if they wish. wishes to write for a complimentary copy, he may mention Chester Kerr and he will What do we have in common?Think receiveit.Anyone else may buy It for back, if you will, to that moment in Decem- $1.95 plus postage direct or through your ber, when three men for the first time came bookseller. from behind the moon and looked MAO miles away "to see", said the American 2)Scholarly Books in America isa poet, Archibald Macheish, "the Earth asit quarterly publication listing all new titles of truly is small and blue and beautiful in all American university presses.You may that eternal silence where it floats; to see add your name to the free mailing list by ourselves as riders on the Earth together writing to the Association as above. PUBLISHING TRANSLATIONS AND COEDITIONS OF GENERAL AND REFERENCE BOOKS by ZACHARY P. MORFOGEN Director of Marketing Books, Arts, Recordings Group, Time Inc.

In my discussionof the subject of picturesina smaller size was impossible translations and coeditions of general and for economic reasons, and yet, the illus- reference books I will concentrate on a re- trations had to retain their original function cent specific example from my own experi- of complementing and explaining the text. ence becauseI hope it will serve to best New covers had to be designed to fit the illustrate the quite simple conclusion thatI pocketbook format and make the books dis- have arrived at in thinking about the title tinctive on their own merits.Appendixes, of this paper coeditions offer a great picture credits, indexes all these had to opportunity for the vital exchange of ideas be redone, familiar problems of the sort and knowledge to a fast-developing world- normally handled by a large and profession- wide book audience.Allow me to elabo- al staff, but in this case by a small and rate on thisconclusion after givingthe experimental one. details of the coedition (show example) of a pocketbook science library series which From a publishing point of view, the will retail for approximately $1.50 U.S., and challenge was great. Co-publishers were which is based on the hard cover series of essential, but equally important was a con- 27 titles originally published in the U.S. as sortium printing and binding program,to the TIME-LIFE Science Library (show ex- keep costs as low as possible. ample), and which is still selling at over $5 per copy. Participatingin the coedition on consortium, which is now in full operation and As an adventure in international pub- preparing for a mid 1969 release, areof lishing this coedition is breaking new ground course Rowohlt forthe German edition, and has presented some interesting prob- Editions,RobertLaffont fortheFrench, lems which have probably never before TIME-LIFE Libros-Mexico for the Spanish been encountered on the same scale any- and TIME-LIFE Books-Amsterdam and Syd- where.Thisisfar from being a straight ney for the English-Englishedition.The forward co-publishing venture in which a initial print order for all languages in the given book or set of books is translated, consortium is over 150,000 copies. Joining adapted, printed and bound by another pub- in the coedition, but not in the consortium lisherin a different country from the one printing, are Academic Books in lndis, Het of origin.This is a publishing experiment Parool in the Netherlands, Bonniers in Swe- with editorial and publishing characteristics den and TIME-LIFE Books-USA; and soon all its own. at least three or four others who arein- terested in taking advantage of the oppor- Editorially it is a curious hybrid sort of tunity for heavily illustrated, richincolor, challenge. The books exist, written, edited, popularly accepted boo!:sata low price illustrated, printed and bound and even in that should attract a broad audience.The translation (the U.S. hardcover series has initialprint orders for these co-publisher been published in its original format in over editions can run as low as 5000 copies and 10 languages) Rowohlt Verlag in Germany still be viable. decided to publish the series as a pocketbook edition for the German market.The One basic model shapes theentire problem faced wes to reduce all volumes program; the editorial andproduction dum- to a format approximately half their original my prepared by Rowohltinto which text, size and still retain the vitality and viability illustrations and all other editorialmaterial of the original.The text had to be preserv- must be fitted.OriginatinginReinbek, ed.The form of theillustrative material Germany many of these dummies must had to change a re-engraving of color eventually come back to Reinbek, complete

41 41 withalltypeset material properly aligned and having indicated the number of lines on film or reproduction proffs.The more per page, it proved, in the course of doing publishers who can do this, the higher the the first title, to be possible to simply paste consortium print order and the lower the up type from the original books, compensa- costs but not all can. In India, Academic ting for half-column widths where neces- Books are preparing and producingtheir sary. Generally speaking, Rowohlt was able own booksinseveral IndianLanguages. to keep 90% of the original text. They run their own independent schedule working from zeroxed dummies, and de- 2. New text made up from the text- tailed instructions regarding new text and blocks in the former picture essays was a new pictures; while in Mexico, Libros TIME- tougher problem.In the Rowohlt dummy LIFE, working with the Rowohlt dummies, this was usually inserted between chapters typeset and pull reproduction proofs which and dealt with some particular aspects of go back to Reinbek to meet the hard and the subject. At first translations were made fast schedule of the consortium printing. in the Paris office and were sent to all co- publishers which was slow, difficult and Obviously one of the basic problems cumbersome.With increasing experience in setting up the coedition was coordina- it was discovered that it was possible to tion.The following is the basic procedure have the new texts written by the Time-Life that was organizedatthe startof the Editor in Paris, using original material from project the picture essays which dealt with the picture used, and this method was proved 1) Rowohlt, Germany makes the basic quite satisfactory. dummy for the pocketbook edition.Any editorialproblemsarisingare handled 3. Original New Textwrittenby throughthe TIME-LIFE books editorin Rowohit will be a continuing problem more Paris, who also has the right of approval or less difficult to handle, with each title. of the dumny on behalf of the original New Not everything that Rowohit feels is neces- York editors.The Paris editorial office also sary for a German edition is necessary or acts as a clearing house on editorial queries even desirable for other language editions and questions of pictures and picture rights. the section on Statisticsin 'Mathema- tics' for example was left out entirely in the 2) When finished the dummy isre- other editions.The new Rowohlt text on produced and sent to co-publishers thepre- the New Math was entirely oriented toward cise dummy (photostated) is necessary for a German curriculum, so the other language each language edition for precise position- editions elected to stay with the original ing of typeset material and type mechani- text. cals, and each co-publisher also needs two zeroxed dummies for editorial work). On the production side, probably the most difficult problem was co-ordination of 3) A Central production office inParis schedules between Rowohlt and all of the handles all production questions including co-publishers involvedinthe consortium schedules. be ready for printing in Reinbek in the same form and at the same time. The printing, of Now, with these three points establish- course, had also to be fitted into the overall ed as the basic procedures, what were the Rowohltprintingschedule.Allofthis real editorial and production problems as meant that lateness on the part of any one they developed in the course of preparing publisher could jeopardize the entire pro- 'Mathematics' the first pocketbook titlein gram. In addition, the production schedule the series. of the publishers involved in the coeditions but not in the consortium had to be met. In the beginning, Rowohlt made ita practice to send out all of their edited Ger- But before any printing on "Mathema- man text in zeroxed form. Basically, this tics" could start at all, TIME-LIFE had to fell into three parts: supply Rowohlt with duplicate film for illustrations.This had to be secured from the 1. Fitting the running text turned out, original printers of the hard cover TIME- in general, to be less difficult than was at LIFE series, and sent to Reinbek sufficiently first anticipated.Rowohlt having specified ahead of time so that the pictures could be type size, column and half-column width, edited, cropped, re-arranged and engraved.

42 42 Unexpected problems arose at every knowledge that the finished product offers turn. in whatever language edition.Books like these should attract a new book reading The mails to Mexico for example are and buying market perhaps students with very uncertain and it became a necessity limited spending powerinGermany and to send dummies and also all editorial ma- the U.S., as well as people in developing terial by air-freight. countries with small incomes who are just beginning to taste books. I believe that Indexes had to be started in each lan- books like these will have appetite as well guage all over again now a master index as pocket book appeal. on file cards is being built. Another example of creating appealing Pictures in new positions and replaced books through coeditions in a manner that pictures had to be checked against the ori- attracts a buyer of limited income is part ginal an unexpected process that took or fasicle publications.TIME-LIFE Books- several days. Amsterdam isco-publishing with Lyceum inGreek, Turceman in Turkish and Press Obviously the technical control in this Co-operative in Arabic by taking the regular rather complex undertaking ranging from hard cover TIME-LIFE Books and publishing Asia to America, throughout Europe and them in weekly installments (show exam- into Latin America demanded a co-ordina- ple) for 12 weeks and at the end of the tionthroughintelligentorganizationand period binding the individually purchased planning this developed in prepirring this parts into a finished book.This technique first title because of the full co-operation of of publishing is a most promising way to allpublishers involved, and theresultis find access to potential readers andto highly promotable series at a low cost for create a fascination for books and thus a a world wide market. market.This way of publishing expensive books has not only been experiencedin The fact that a large picture, cropped developing countries, such as Greece, itis down to a significant detail can be as effec- also a way of reaching the reader in coun- tive within a small framework as was the tries with an existing market who otherwise large original in its own format opens new would notbe abletoafford expensive prospects for pocketbook publishing every- books. InFrance, England andinItaly, where. where I believe it originated this method has become more and more important. This But the most exciting conclusion from technique deserves careful consideration be- this experience that I draw, and that is most cause itgives more easily developed and pertinent here in our discussions, is that initial production investment for the pub- coeditions like this one offer publishers not lisher is low. only here in Asia as Academic Books realize but also publishers in the U.S Ibelieve that the exchange ofideas Latin America, Europe and throughout the between publishers that can occur at se- world, the opportunity for publishing books minars, such as this one, and at Book Fairs adapted to their local needs that should at- such as at Frankfurt, as well as through tract a new market. This new potential can training and other technical assistanceis be developed not only because of the fact the way to develop viable coeditions for all that the coedition helps create a low sale the publishers concerned.General and re- price, but perhaps more importantly, that ference book publishers have a great op- the books are a tremendous buy at that low portunity to complement the vital role of price because of the richness of there- educational and textbook publishers search, color, illustrations and international through the development of coeditions. PRODUCING ENGLISH-LANGUAGE REPRINTS OF UNIVERSITY TEXTBOOKS AND REFERENCE BOOKS by CURTIS G. BENJAMIN Formerly President and Chairman McGraw-Hill Book Company

This brief paper will be limited to a Asia but in all other continents except North description of one wellknown reprint pro- America.As we grew in experience with gram followed by a few generalized obser- selling and distribution problems, market vations based on one publisher's experience areas were extended, first to the Middle with that particular program.The program East, then to Africa and Latin America, then is, of course, the Kogakusha and McGraw- to Europe, and finally to Australia and New Hill International Student Editions, printed Zealand. inJapan. The generalized observations, prudently,willbesolely my own.My Now, a few basic facts about the pro- Kogakusha colleagues cannot be associated gram: with this statement because their views may differ from mine on certain matters. Some 500 titles have been reprinted Further, I must frankly say that not all my in over 5 million copies.The median McGraw-Hill colleagues agree with all my printing through the years has been views.Indeed, I myself do here and now about 4,000 copies the smallest reserve the right to disagree with myself 2,000, the largest 50,000.All but a at some later time.All this is to suggest, few titles are paperbound.Almost all of course, that we do not yet know as printings are from offset plates made much as we would like to know about this from copies of original editions. reprint program, which was started some Titles are selected and printing quan- twelve years ago as the pioneering interna- tities determined by mutual agreement tional partnership of its kind. of the partners.Quality specifications You know, of course, that this reprint are decided likewise. series was initially produced for Asian mar- rMI Reprints usually appear from eighteen kets alone.You may not know that it was months to two years after original pub- undertaken by McGraw-Hill with some cau- lication. tion and with two uncertainties in mind: Kogakusha list prices are about 35% Could it be made profitable enough for both of U.S. list prices. After markup, books partners?How much would itadversely are soldinexport markets at retail affect the sale of our original editions and prices that average about 50% of U.S. thereby hurt our ability to publish certain list prices. important books that depend on export .=eKogakusha sells the Japanese market, markets for their viability? McGraw-Hill sellsall others.At first Japanese sales were about 40% of the These uncertainties were offset by our annual total; now they are about 16%. strong desire to make our books available Sales through McGraw-Hill subsidiaries to Asian students and professional people inEngland,Australia,SouthAfrica, at prices which more of them could afford. Mexico and Panama now account for This we wanted to do as a service to the about 35% of the annual total. educational and developmental programs of The average sale of 386 active titles several Asian nations where our texts and in 1968 was about 3,000 copies. reference books were desperately needed Kogakusha has proprietary responsibili- in larger numbers. ty far inventory, billing and shipping, I can now report, happily, that the two credit and collection. uncertainties were resolvedintime with am11111 Kogakusha providesallthe working reasonable satisfaction. Also, the program capital and assumes all the business has succeededin makinghundredsof risks. thousands of low-priced texts and reference Kogakusha pays McGraw-Hill a speci- books available to students not only in fied rate of royalty on all sales, from

44 44 which McGraw-Hill must recoverits On balance this program has been suc- author-royalty costs, meet its sales and cessful, but not as successful as we had promotion expense, and then look foi- hoped.Sales per title have not been as a modest profit. high nor as sustained as we had expected. Profits have been only moderate, yet good Next, a few remarks about our Inter- enough to keep both partners interested. national Student Editions as a publishing But certainly the venture has performed a enterprise.(Most of these will, I think, fit worthwhile international service tohigher any reprint program of a similar nature.) education. These reprinteditions enjoyseveral Now, finally, a few generalized obser- rather obvious built-in advantages: vations all of which arehere offered subjectively and with due recognitionof They are published under an imprint the limitations of my experience with only thatis wellknown throughoutthe one reprint series of substantial size. world. Hrst, titles for reprint should be drawn They are selected from a large list of largely from lists of well-established text- textbooks of proven quality and sala- books that are suitable for university adop- bility, and by a consensus of sales tions. managers who have thorough knowledge of world markets. Second, production and orderfulfill- ment should be located in a large national They enjoy "free rides" on the reviews, or regional market.Thisisneededfor advertising, and promotion of the ori- subsistential support. ginal editions. Third, the support of a national sales They are sold by salesmen who already organization is necessary, and the addition- know them as successful products. al support of export sales organization desirable. (In this connectionit should be In production they do not bear any noted that even with the support of some of the editorial and plant costs that 50 McGraw-Hill export salesmen covering burden original editions. 82 countries, over 40% of the active list of International Student Editions in 1968 sold The quality of their manufacture is high fewer than 1,000 copies.) in relation to their costs and prices. Fourth, for production, it is essential to have modern offset presses, low-cost Offsetting these substantial advantages skilledlabor, and a ready supply of fairly are a few serious disadvantages. (Every good but low-cost book paper.Paper sup- Eden must haveitsserpent,itseems.) ply is an especially critical factor because These disadvantages are: university texts cannot be printed on cheap, The editions are sold largely in widely unfinished stocks. dispersed, low-income markets which Fifth, adequate working capital is need- are costly to reach and hard to selland ed to finance slow-turning inventory and service. long-term export receivables. Invested Shipping and related costs are high, capital can be turned over no faster than and transport oftenis slow and un- once a year. certain Inconclusion,let me emphasize two Exchange and credit also are often dif- cautionary points. First,no one should ficult and uncertain. expect a reprint program to effect miracul- ous reductions of manufacture,marketing, Thereislittle economy of scalein and distributioncosts.Second, no one larger printings because plate costs are interested in undertaking a reprint program such a small part of total manufactur- should confuse needs for low-cost text- ingcosts.The per-copy cost ofa books with effective market demands for 10,000 or 20,000 printing is only slight- them. Either mistake could lead to a dis- ly less than that of a 5,000 printing. astrous experience.

45 45 PUBLISHING MEDICAL AND SCIENTIFIC BOOKS by HARRY R. MOST President W. B. Saunders Co.

Of the mal-.inci of scientific and medical not onlya well organized and efficiently books many thir,gt- can be said and volumes operated book store system, but to reach written. Inthis ,..:def paper Ishall try to the ultimate consumer the individual book touch only on those aspects of this branch buyer whether he be a professional, a stu- of publishing which seem to me to be ger- dent, a researcher, alibrary we must mane within the context of the purpose of indulge in ever more expensive methods of these seminars. advertising and promotion.

First,I should like to make some gen- Thirdly, from what has been said thus eralizations about scientific and medical pub- fer, it becomes very apparent that the publishing which may seem to a sophisticated lishing of scientific and medical books re- audience both trite and obvious but which quires a substantial amount of capital in- nevertheless need be said to lay the ground- vestment at the beginning, with the expecta- work for a later discussion of the specifics. tion of a relatively slow turnover of inven- It goes without saying that inall nations, tory and aresulting longer period before new or old, developing or established, there ultimateprofitisrealized on investment. is a great and continuing and growing need Which may explain in part, why relatively for these kinds of books for they play a few new scientific publishing firms adorn great role in educational development and, the publishing scene, and the publishing of thereby, in improving the health and welfare thiskindof book remains verylargely of the community.If they do thiswell, speaking, in the hands of a few old-timers; then they contribute increasingly tothat companies firmly entrenched with the re- community's industrial growth and its even- quisite funds and expertise to guarantee an tual economic well-being.As the book re- eventual reasonable profit. mains the basic and long enduring tool of pedagogy, so does the scientirc and me- Finally, I thinki should be remiss were dical book continue to be,th: )ugh every I not to touch on, however briefly, one last period of a country's economic develop- factor which increasingly intrudes itself on ment, a guilding and assisting mechanism this publishing segment. I referhere to toward the ultimate goal of man's improve- the inroads made especially as I say, in ment. scientific and medical publishing by the Secondly, it should be realised that in irresponsible use of the photocopying tech- the whole world market forbooks, the niques now available to almost anyone.In portion occupied by the scientific and me- a market, often restricted to the library, the dical book is a relatively smaH and specia- professional person and the researcher, the lized one.And that small market is greatly unrestricted use of photocopying has begun fragmented by the variety and number of to be a force which we must learn how to scientific disciplines and the intense degree control, else we slowlyfind part of our of specialization within these areas.This in market being eroded away by indiscriminate turn, leads increasingly to the producton of and uncompensated copying of part or monographic literature; monographic on the indeed, all of our books and journals. one hand for th(- professional specialist and research person; monographic on the other Now, as to the specifics of scientific hand even for the textbook which serves and medirm publishing as they apply in the these specializedmarkets. Inthe most United Acitf-13, but also as I think they must commercial aspects of publishing and the apply!t,t,r- where when this form Jf pub- book trade this means, of course, that to lishing entered upon.The actual me- profitably market our product we must have chanical "making" of 3 book has to be

46 46 vastly similar whether the book is a novel, for the success of a book bookstores a textbook or a scientific monograph; there financially viable, staffed with people who are just a certain number of operations. know their product and its market, end Within these limits, however, there are a who know how to tell this rarket of their variety of ways in which scientific publish- wares.This has to be true of every coun- ing does differ and I shall brieflytryto try, young or old with you as it is with enumerate them. US. In the beginning of the publishing process we have author and editor.Because Then, since we are operating in a mar- the author here is a scientist dealing with ket composed of individual customers, in- a varying degree of technically difficult sub. stitutions,libraries,schoolsystems and ject matter, your editor, working with tho educators, government and research, it be- author, has to be a person endowed not comes necessary to pursue our customer only with the ordinary editorial requirements much more closely and personally if we are of competence in language, imagination and to achieve our sales aims and pot.ntial. So unlimited patience.More, he must have itis common practice in the Urk.,ed States acquired by long and diligent apprentice- because of the nature of our market, frag- ship that degree of expertise to deal in his mented and small, that the publisher com- own language with author and subject mat- plements the role of the bookseller by a ter. That is to say, the editor should have host of promotional devices all aimed at competenceinthescientificdisciplines reachingina personal way, that ultimate wherein he works, and thisis not easily and elusive customer.By advertisingin come by;yet the author has aright to professional journals, by direct mail cam- expect this and the ultimate success of the paigns, by personal calls from trained repre- book requiresit. sentatives on teachers and institutions, by attendance at professional society meetings Passing along from editorial to produc- with all this and more and in the face of tion, we find a combination required of in- the stiffestkindofcompetition and the dividual skill and knowledge on the one hand American publisher must vend his books. and the financial ability cn the other to eventually create a successful book. From creation of the original format of the book, And now, finally, we come fullcircle through the whole production process we and return to the person with whom we find an unusual amount of competence re- started the author.This gentleman de- quired in dealing with such diverse prob- serves properly, some OT our attention,for lems as the printing of complicated chemical not only ishis the creative genius which formulae and mathematical symbols to the originates, but he becomes increasingly a successful reproduction, so that they be- financial factor in the eventual costing and come significant teachinginstruments of pricing of our product.And thisis asit exquisite half-tonex-rayillustrations and should be, and the competition financially incredibly precise and beautiful photomicro- speaking to secure the author, likeall graphs.For their eventual proper use, skill, competition in any industry, eventually ire- knowledge and money are required inthe proves the product.I can remember very production program. well when th) author of a scientific or mo- dicsl book received a flat maximum royalty So, all these skills of the publisher, his of '10% on domestic sales, and halfof that editorial and his production staff have been on his books sold overseas. Nowadays blended in a continuum et effort, and a book 10% is the starting point and his royalties has resulted,And this is a book, let us can climb to 20% in avariety of combina- say, created to be the superb teachingin- tions, aided and abetted along the way by strument which the author intends and the grants, advances and aids of allkinds, I scholar requires.To reach the customer cite this information for two reasons and with this scientific book is no less a special from these reasons to draw a conclusion. task.First last and foremost, the publisher The author's royalty return has become in- must getitinto the hands of the book- creasingly important to him financially while seller, and here the requirements are not at the same time, that author'sroyalty be- unique. A country-wide system of good comes a prominent partof the cost of an bookstore distributors has to be assured already expensive book.

47 47 The conclusion?The author ends up the everlasting credit of the science and with a book which he is well aware is a medical publishers of the world, they have very worthwhile property financially.The been up to now the industry leaders In publisher ends up with a valuable literary making new ventures in strange lands property in which he has invested a great and again with a dual responsibility.Trans- deal of money, and he, too, is well aware lations, co-publishing ventures, and inter- of it.So both the author and the publisher national student reprint editions with all are going to cherish and hold highly valuable these you are as familiar as I.I know you this expensive product to finallyreceive recognize also that the American's partici- from it a normal profit. pation in publishing in a "developing" country requires on his part a somewhat more If all that has gone before has seemed, speculative attitude of mind that he normally in part at least, to be a voice of doom crying entertains, a much longer point of view over the difficulties of scientific and medical when looking toward eventual recoupment publishing, it hasn't been so meant.Grant- of investment, and an acceptance of a con- ing financial ability, a clear vision of the cept of lower profit by far than he is ac- difficulties involved, and the necessary in- customed to think of as normal. gredients of competency and judgement, scientific publishing can be very rewarding With these restrictions it is understand- and much less speculative than many other able why many American publishers have branches of the same profession. remained at home with the good market that exists there.Increasingly however, I Finally, then, and Ishall be brif3f for think we find more and more American pub- this matter has been worked over many lishers taking the longer view. Infact,I times and doubtless will be again when dare take the liberty to say that if the foreign the American scientific and medical pub- publisher takes cognizance of the inherent lisher enters the international market place responsibilities to which the American pub- he does so with two clearobligations. lisher is heir as a sensible and honest busi- First, he must do the best he can, business- ness man, then rr ore and more American wise, for his author and for his firm he publisherswillmoveintothe overseas must, asitwere, "gethis own back." business. I think it fair to say we wish Secondly, he has an obligation to the scien- only recognition that in our scientific and tific and educational community of the world medical publishing world, we come with an to see that the best of his products are expensive and hardwon product, but one made available on a worldwide basis so for which we will make any reasonable that they can truly play their proper role and some unreasonable concessions to in the world development.The two obli- place it in the hands of our fellow respon- gations are not always harmonious but to sible publishors in every developing country SUCCESSFUL BOOK PUBLISHING EDITING PROBLEMS IN SINGAPORE by B. E. NICHOLAS Manager, Malaysia Publishing House Sdn. Bhd.

Although I mention Singapore, the likeli- The duties of any good editor are truly hood of these same problems may inall most exacting(1) He must lovebooks. probability exist in other territories as well. (2) Respect authors as arrogant editors Editing as we are all aware cover such do not fitinto any editorial department. items as (a) Typographical errors, (b) Pas- (3) He must have an eye for detail and sages that may confuse a reader,(c) a passion for accuracy governed by good Usages that may cause trouble for a printer, judgement.(4) He must be really familiar, (d) Correr spelling, (e) facts and so many even intimate, with the English language other problems which may occur once a and correct English usage. manuscriptisaccepted and work onit Imagine an editor having to work on begins. a dull manuscript but he does learn from Those of you who have done much each book he works on and thus increases editing and know tha problems will realise his ability.His calling is humble and hon- that what I'm drivino at is, that the job of ourable yet he is not superhuman. an Editor is really a specialised one. One I now cometo'Textbook'editorial which a high standard of education alone departments in order to prove my point on is NO passport to editing.We have schools training and qualifications.These men may for secretaryship, for accountancy, for tea- be specialists in the language arts, sciences, chers to know how to impart knowledge mathematics, social studies or the art, or and obtain results, but as far as I'm aware they may be concerned primarily with grade we do not have any institution where some- levelselementary,secondary,collegeor one with a liking for editorial work can university. obtain the necessary know how theoretically and practically and then with some justifi- Textbook editors aside from their edi- cation claim that he is able to edit. torial aptitude should have a close knowledge ofteaching. We know that many The editor for instance may be a Copy editors have come into the profession from Editor or a General Editor and Publisher. only a brief experience in the schoolroom. What does this entail just a working This is definitely not enough when we take knowledge of good English or the National into consideration all that is required of an Language whichever it is?I'm very much afraid not.Such problems as what typo- editor. graphical mechanics should be employed We need many editors, good ones, men must be determined such as names in small not only well qualified to do the job but capitals, in italic, in bold face (rare in these truly dedicated to the profession and thisI days), or in plain roman.The editor must do believe justifies my statement that we do question inconsistencies, unintelligible ab- need a school for editors, to train them on breviations and other usages that might editorial duties,particularlyinlarge firms trap thc reader. where there are many types of editors with Occasionally the copy editor is required various titles bestowed upon them.They to cut the story to a predetermined length may be classified as specialeditors, juvenile and here he must have the skill to perform editors, business editors, textbook editors, such a task without doing an injustice to garden book editors and so on.It is not the author.Then he goes through the my intention to teach you howeditors manuscript paragraph by paragraph, sen- should carry out their ciutii)s but to em. tence by sentence, word by word and phasise one fact, and that I,epeat is,if chapter by chapter.This proves beyond specialist in any other trade has to undergo any doubt that every book has its own edit- long and careful training then why isn't the ing problems and the question of whether same process applied to aneditor's job one is qualified to do this type of work because I really do believe that editors are becomes even more apparent. not born but they must be made.

49 SUCCESSFUL BOOK PUBLISHING "Management" by P. MOWE Asst. General Manager Federal Publications Sdn. Bhd.

Introduction But the most crucial result of a lack of clearly defined objectives is the absence For the purpose of this discussion, I of properly trained and suitablyqualified propose to confine my remarks within the localstaffinmany publishing companies following four limits: here to-day.

1. The geographical area of Malaysia Without clear objectives, no manage- and Singapore, ment nan plan the development of personnel and thL development of its publishing pro- 2. General referenco to medium sized gramme.The result in educational publish- book oublishing companies in Ma- ing particularly is often a hodge podge of laysia and Singapore that have: individuals concentrating on the mechanical aspects of book production and sales with a)a publishing programme in ex- little regard for the contents and objectives cess of 15 books a year and of the books and the actual needs of the children who will use them. b) a turnover in excessof M$500,000 a year. Management must set standardsfor the quality of its publishing and it can only 3, School Textbook Publishing and do so if its goals are clearly defined. finally And repeatedly defined. 4. A time limit of ten minutes. Setting the Objectives Whose responsibility?

The most important functionofthe Many publishing companies in Malay- Management of a book publishing company, sia and Singapore even those of medium as witF iy other business, is to set out size are really one-man operations.This clean, objectives. is not a criticism.It is merely a statement of one of the limitations to corporate de- Its next most important function is to velopment in local publishing. communicate these objectives to the staff in clear and unambiguous terms. Where one man assumes the role of publisher,financier,productionexecutive As an exampie, the Management of an and marketing executivo, then little can be educational book publishing company must, said of Management's role in such a situa- feel, decide whether its business is to tion, as obviously all decisions are made by publish school textbooks, whether it should one man.The qualityof these decisions publishbooksgearedtoexaminations, is entirely dependent on the quality of the whetheritshould publish supplementary man. texts or finally, whether it should publish books for the general public. The first step then, in discussing the No medium sized company can pursue proper role of Management, is to assume all four objectives equally well all the time. a separation of functions and theinter- relation of these functions.The foregoing The obvious limitations are capital and papers will have defined the separate func- manpower. tions.

50 50 I think I have time only to discuss the Briefly, the Editor draws up a tentative relationship of the Management function to programme of the projects he wishes to the Editorial function. embark upon at the beginning of the financial year. Editors in book publishing in Malaysia and Singapore are often relegated to the Eachproject is carefully costed out role of merely being points of contact be- on the projected physical details the tween the Management and the author. size of the book, the number of pages, the print order, the allocation for artwork. They then devote their whole attention to what I would term as the purely mechani- The manufacturing cost thus worked cal aspects of book editing. out isthe investment budget requirement which the Editor submits to the Management They read the manuscripts for literals, for evaluation and approval. grammatical mistakes, and language levels. They check proofs.They suggest illustra- The final programme agreed to between tions.They function in fact more as book the Management and the Editor then serves production co-ordinators. as the Editor's guiding limit throughout the financial year. It is my belief that Editors should also assume the more important function of pub- Of course, the budget thus drawn up lisher. does not necessarily remainunaltered as the financial year progresses.Periodic re- He should be given the responsibdity views must be held and on occasions the ofdeciding on the books he wishes to programme will need adjustment as when publish. an author fails to come through withhis project or when there is a change of syllabus In educational publishing, for instance, which requires a different direction to be he would have to conduct research into the taken by the publisher. needs of the schools, the various syllabi, as well as assess the potential market for With the publishing programme drawn each project. up, a publisher is then in a position to produce a projected balance sheet taking into If the objective of the book n,Ninhing account overheads and royalties as well. company isto produce school t.:xibooks then such a man should have the n.1r,/ 'This proielted balance sheet serves as qualifications in his suhject area to help hn.l, seful que,,Y to Management as well as inhis judgement. in.dicator iwhichitcan measure its pertcrinank-7..e the year progresses, The role then of Management would be to act as the "devil's advocate" to see if Credit Control and lieconts the editor's judgement will stand up to the simple criteria of any business investment. The collection of money and a iair dis- count rate to the Trade are important areas Budget Control for Management control. The problem that faces Management when it delegates responsibility is the main- Too long a credit period weakens your tenance of control.How does one ensure cash position and inhibits growth. that an editor, for instance, does not publish every manuscript he gets irrespective of the For the Industry asa whole too an financial position of the company? unhealthyposition can be createdifthe Tradeisover dependent on long credit How does one impose control yet leave periods. the editor free to use his initiative and assume responsibility? Booksellers dependent on long credit periods may expand too rapidly and leave I can only answer this by describing themselvesopen to disastrousconse- how FederalPublicationsoperatesthis quences as they build-up alarge debtors control. list.

51 51 What is a reasonable credit period is attention to the two different situations ti question which we might perhaps con- prevailing in Malaysia and Singapore be- sider at this seminar. tween English Language and Chinese Lan- guage book publishing. There is much to be said for greater uniformity of terms to stabilize the Trade. English Language book publishing on the one hand inherited a certain degree of Another area over which good Man- stability from the U.K. publishers who do- agement control is essential is that of Trade minated the market before the entrance of discounts. local publishing.The more or less uniform tradepractices have continued and has It must be recognised that the Trade contributed considerably to ahealthy in- plays an important role in the distribution dustry. of books.They deserve a fair return for the services they provide. Chinese Language book publishing on the other hand had no fixed practices espe- However, the Trade is usually subject cially to pressures from schools and libraries to as there was no clear separation This prac- betweenpublisher andbookseller. The pass on part of their discounts. practicecontinues to-day.As aresult, ticeismost unhealthy.The resultisa poor service as the margin left to the book- Chinese Language publishingis very un- seller is too slim for him to improve the economical. quality of his staff or to enlarge his range of stock. It is evident even from those present here that there are more medium sized to Management must alwaystreatall large local English Language book publishers Trade customers fairly as this is the only than there are for local Chinese Language way to do business successfullyinthe book publishers. long term. Perhaps the significance of this will not I would like to conclude by drawing be lost during our deliberations this week.

52 52 SUMMARY OF THE SEMINAR

by DONALD MOORE

The key to the seminar has been the itis and what it can accomplish that Singapore Book Publishers' Association here is something worthy of theirfinancial so much is this so that it now seems un- support even though it may nevermake believable that one year ago we inSinga- the same profits as a brewery.In his paper pore did not possess this vital organisation. Mr. Benjamin drew attention tothis vital One year ago we, as publishers, lacked any topic of capital.He pointed out the hurt- kind of institution which could represent us ful consequences of high-cost capital, not either within our own environment at home, only here but even in the west,and said or to people overseas.We had not means, that governments and official agcnciesmight for example, of holding this important semi- well pay more attention to the verydifficult nar. If this seminar has taught us anything problem the book publisher in thedevelop- which it hos it has taught us that if ing country experiences inattemptingto the interests of the industry are to be up- mobilise the necessary sums of low-cost held, and there is much that needs to be capital with which to get bookpublishing upheld, the first step was the creation of launched. It is not enriugh just to publlsh a Publishers' Association.The Singapore school text books.it is ;nfr...as Mr. Pon Book Publishers' Association has a jamin said: A hoot,. ;:o tc5s important role to play in the yo;i,ahc.u. than highways nny developing countiy. One speaker drew auontii to th,, tact Speakers have dwelt not only on the thatitis often too late to interest adults problems facingthe publishingindustry; in reading and thus in books; ttv.-y quickly Mr. Cho dwelt instead uponthe almost pass beyond the reach of propaganda.All limitless opportunities which simplywait to the more important isit,therefore, that a be grasped. I would not underestimate Publishers' Association should exist to pro- either the difficulties or theopportunities: mote the use of books among the young, both are immense. in and out of school, so that books come to be univel.sally recognised as essential We discussed the subsidising of writers and indispensable tools of living.We must and I think we came to tha conclusion work together ls a profession, ceaselessly that a subsidised writer was alazy writer, promoting Bo W66ks,Library Weeks, that even if subsidisationincreased the out- Fairs and anything :hut can bring books to put,it was unlikely to improvethe quality. the attention of the pubilc.We have to persuade people v,at there is as mnch enter- Children's books claimed aconsider- tainment to say nothino of k;.wledge able part of the attention ofthe seminar. in a book as there in a night at the Children's books are crucialinthat they cinema. encourage lifetime readers,but if they are inadequate or unsuitable, they cando un- The seminar felt that it was I thinkthe second mostimport,Int toid harm. realisation to come out of this seminar has essential that the quality of booksin school been the profound difficulty of getting book libraries should be a matterfor continuing publishing off the ground in thispart of concern a big, fat bookdid not represent the world without adequate supplies of low- value for money if it was also abad book, cost capital.Almost all book publishing in and all too often the schoollibrarian with Southeast Asiaisinadequately financed. limited funds yielded to thetemptation to Again, the Publishers' Association can play buy two bad books whichcould be had a crucial role here by providing a better, for the price of one good one. more aggressive image for the industry as p whole, it can perhaps help persuade peo- Much attention was also given tothe ple that publishing does not necessarily lose question of what we called the reverseflow money. Itcanperhaps persuade those of books,The flow of books in English is who should know about publishing what almost wholly from the west toSoutheast

53 Asia; the flow in the opposite direction is this time, at this stage of our development. negligible.There is no remedy for this but Ithink we were surprised and impressed a thriving publishing industry in Southeast at the planning which goes into the develop- Asia, and this depends on there being semi- ment of a major educational series in Ame- nars like this one to identify the problems rica something which could wellbe which have so far inhibited and stunted its emulated here in Singapore. growth. Mr. Most told us of the growing aware- Marketing concerned many speakers ness among American publishers of over- one of the most vital aspects of pub- seas areas.The American publisher,he lishing, for no matter what is produced, if rointed out has a large and affluent market it cannot be sold, or is simply not sold, all iiis own country, and the drive overseas the time, money and effort have all been is k compelling, having regard to the risks wasted.It was suggested that at a !awl. ..,nd problems, than it is perhaps in Britain. date perhaps marketing workshops could But this, he felt, was changing rapidly, and bP organised.The marketing of books in that more and more American publishers Southeast Asia, the seminar concluded, was would be venturing with ever bolder steps still inits infancy, and anything that could into overseas markets.He also said that lead to better salesrn lnship, better retailing, the opportunities for co-publishing, for pub- better prom-don, was greatly to be wel- lishersin Asia to issue editions of books corned. first created in America, would grow pro- Mr. Chester Kerr both instructed and vided the necessary degree of mutual con- entertained us in the matter of scholarly fidence were first developed. publishing.He rightly stressed that he too comes from a young country and encourag- Mr. Benjamin was very specific on the ed us by saying that if we had not yet got dangers inherentinstatepublishingof very far along the academic publishing road school textbooks.Publishing was difficult there was no need to despair, for not so enough, hazardous enough, in all conscience, butif Government pre-emptied the school very long ago things were as bad in Ame- textbook market, thus denying to the pri- rica as they are here now. vate sector it's largest and most lucrative Mr. Benjamin surprised us with the sales area, then the industry would very knowledge thatthemedianprintingof likely be strangled at birth. McGraw Hill books was 4,000 copies and spoke eminently sensibly about the dangers Finally Mr. Kerr suggested that an an- of bringing about apparent economies simply nual Book Fair be developed in Singapore by printing more copies. which could become a kindofFrankfurt Fair in Asia. Mr. Lund spoke eloquently on educa- tionalpublishing,thekindofpublishing The resolutions which were adopted by which most closely concerns us here at the seminar were:

5454 RESOLUTIONS

Resolution 1 2. That Book publishers, educators Having heard evidence on several ways and librarians join forces in pro- in which a Federation of the Book Publishers moting the value of school libraries Association of South-East Asia can serve and in persuading educational and the interests of all publishers in the region financial authorities that adequate public funds should be provided The Seminar recommends that such a for the support of effective library Federation be established at the earliest services for all schools. possible date, and that the associations of the nations represented at the Seminar be Resolution 3 responsible for the organizing effort. Recognizing the fact that librarians and book publishers have many objectives and The Seminar recognises the following interests in common and that in the coun- useful functions which a Federation could tries of South Asia there has been little or perform immediately: no effort to make common cause in support of these interests and objectives, the 1. Exchange of information on book- Seminar recommends that publishers as- development programme and pro- sociations and libraryassociationsinall jects. countries be brought together in program- 2. Serve as liaison with the several mes and projects that will promote library educational innovation projects of services and the value of books as tools SEAMC and with the various other of educational and economic development projects that are of multi-national and as means for cultural enrichment. interest. The Seminar agreed that the institution 3. Prepare annually a classified biblio- of National Library Weeks of the general graphy of all books in English and kind that has been so successful in the other regional languages published USA and many other countries should be in the member nations which can given high priority as a mutually valuable be used to increase export-import and supportable effort in this area. sales among the member countries and to promote export sales to the Resolution 4 Western world. Recognizing the need in all South-east 4. Publication of a magazine to serve Asian nations for specialized workshops or the whole of the region. training programmes on the techniques of successful book publishing, the Seminar re- Resolution 2 commends that publishers associations or- Havingnotedthatinthe education ganize training in such specialities as manu- systems of certain nations of South-East script evaluation and selection; copy editing; Asia books and the reading of books are design and layout; manufacturing methods planned as an important basic component and processes; advertising and selling; dis- of each national system, yet there islittle tribution; and general administration. or no allocation in the educationalbudgets The Seminar noted with satisfaction for the purchase of textbooks for all child- the stated willingness of the representatives ren who need them, and beingconvinced of Franklin Book Programme and of several that no school system can discharge its individual U.S. publishing houses to assist responsibility for giving children a broad in all possible ways with the establishment and functional education without adequate of suitable training programmes.In this school libraries, the Seminarrecommends: connection, it was generally agreed that it is better to bring required trainers to Asian 1. That thegovernments of such countries than to send Asian trainees to countriesbe reminded thatthe the U.S. or Japan or some European coun- obligation of public education car- try. riesthe obligationof providing textbooks for all children, not just Resolution 5 those whose families can't afford Being aware of the fact that certain to buy them, and countries of South-east Asia have handi-

55 55 capped the development of indigenous pub- organizationstodevote more effort and lishing by imposing burdensome duties on resources to propaganda directed to increas- imported book papers whilst allowing printed ing publicinterest in books and reading, books to be imported duty free, the Seminar the Seminar recommends that all book pub- recommends that book publishers in such lishers associations in South-east Asia un- countries enlist the assistance of authors, dertake such activities as public book ex- educators, intellectuals, librarians and jour- hibits,national and local book fairs, and nalistsinbringing the unfairness and the annual book awards such as those that harmful consequences of this situation to have had such high promotional value in the the attention of the proper authorities, and US and other Western nations. that all persist in efforts to have such duties Resolution 9 reduced or eliminated, especially as applied Noting complaints that most scholarly to imported papers for educational books. publication reporting research done in Asian Resolution 6 countries by researchers are produced in the Recognizing the fact that markets for the countries of the researchers where no educational books are not only the largest thought or effortis given to making avail- but also the most profitable ofall for in- able such works to the scholars of the digenous book industries, and that such countries that were hosts to the research- markets are of primary importance inthe ers, the Seminar recommends that in each development of books industries that will instance the possibility of a co-edition or a serve all the needs of a developing country. special import arrangement be explored by And recognizing the validityof the argu- the researcher and his publisher.In certain ment that the preemption of textbook mar- cases, sponsorsofthe research project kets by nationalized textbook production might be called upon to make sure that the makesitdifficultifnotimpossible,for published reports are made available to the private-sectorpublisherstosupportthe scholars of the countries or regions where production of certain kinds of professional the research was made. books and industrial that are also essential Resolution 10 to national development. Being aware of the essentidity of do- The Seminar wishes to note the repres- mestic copyright protection for the develop- sive influence of nationalized textbook pro- ment of a country's indigenous book indus- duction on the development ofa viable try in an orderly and economically viable private-enterprise book industry inany na- way; and being aware also of the need tion, and to suggest that it is unreasonable for international protection of copyright for to expect private-sector publishers to sup- the development of substantial export mar- port less profitable book requirements whilst ket for books; the Seminar recommends the more profitable mainstay market for that authors and publishers of each South- textbooks is taken away.The Seminar also easi-. Asian nation join in an effort to: recognizes that the private enterprise book 1. Maintain or strengthen its domes- industry, given enough incentives,can play tic copyright law so as to provide a constructive role in fulfilling national edu- protection at a desired level. cational goals. 2. Promote the nation's accession to Resolution 7 the U.C.C. or the Bern Conven- Noting the imbalance in the import-ex- tion, or both, if there is presently port flow of books between South-east Asia no membership in either of the and the Western nations, and recognizing two leading international conven- the need to correct this imbalance for the tions. benefit of both sides, the Seminar recom- Resolution 11 mends that Asian publishers be more ener- In many countries of the region income getic and resourceful in their efforts to ex- tax as high as 40% is charged at source port books to the West, and calls upon on the payment of royalties to the authors Western-nation publishers to give all rea- resident outside the country of the payment. sonable assistance to these increased ef- Since in the developing countries of Asia forts.Itis recognised, however, that the good writers are not easily available, or can- basic responsibility in the matter lies with not be easily induced to write, the Seminar the Asian publisher. recommends that the income tax on royal- Resolution 8 ties paid to authors, whether residing within Having heard evidence on the need the country or outside, should be abolished for book publishers andbook-publishers altogether.

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