Lachezar Georgiev MANAGEMENT AND STRATEGY IN BOOK PUBLISHING AND PRINTED COMMUNICATIONS © Lachezar Georgiev Georgiev, 2014 © Faber Publishers, 2014 ISBN 978-619-00-0080-8 Lachezar Georgiev Georgiev MANAGEMENT AND STRATEGY IN BOOK PUBLISHING AND PRINTED COMMUNICATIONS FABER • 2014 FOREWORD The present research elaborates on the current strategic ap- proaches in book publishing and their projections in the world of printed communications. The book shows how a well planned, thoroughly prepared and economically feasible strategy can be a crucial factor contributing to the financial prosperity of a pub- lishing house. It also provides an analysis of price formation in the publishing industry, and lays bare the process of calculation and synchronization of all the different expenses, tax rates, discounts and bonuses. The book also provides an account of the distribution processes in book publishing, and studies the approaches in manag- ing intellectual property in the context of the book publishing busi- ness, thus outlining the modern trends in publishing management. There is a reference to some leading global events in the sphere of printed communications, as well as some strategies and attitudes. The strategic approaches in promoting the book and advertising in the printed media are also dealt with. A special emphasis is laid on the polygraphic aspects of printed communications both in terms of chronology of printing methods and the choice of the most ap- propriate strategic technology for the needs of the publishing busi- nesses. This research is based on the following research methods – reference and bibliography citing, comparative method, analytical method, method of personal empirical observation, etc. The current research is, in its main part, a translation of Prof. Lachezar Georgiev’s monographic work Strategic Approaches in Book Publishing and Printed Communications (Sofia, AN-DI Pub- lishing House, 2013. 263 pp.). Prof. Lachezar Georgiev actively draws on his own experience of involvement in the world of printed communications – in his ca- pacity of publisher, editor, head of a printing and publishing house, 5 journalist, writer, author of numerous researches on the book and book publishing, and a university lecturer. He is the editor in chief of the Bulgarian scientific magazine about the book PUBLISHER, which he founded himself in 1994 and which is issued to this day. Prof. Lachezar Georgiev is the author of 45 scientific, fictional and documentary books. 6 Professor PhD Lachezar Georgiev Born on October 3, 1956 in Veliko Tarnovo. He graduated Bul- garian Studies from St. Cyril and St. Methodius University. In 1992 he completed a second major at the same university – Polygraphy, Publishing and Editorship. From 1983 to 1992 worked as a journal- ist, head of department, editor in chief of regional print media and a field correspondent for national newspapers. From March 1992 to October 2003 he was the manager of St. Cyril and St. Methodius University Press, Veliko Tarnovo. In 1998, he got a PhD in book science, librarianship and bibliography. In 2003 he attained the aca- demic rank of associate professor in book science, librarianship and bibliography. In May 2012 he was elected Professor in book science, librarianship and bibliography at St. Cyril and St. Methodius Uni- versity. In September 2012 his professorship was also acknowledged by the Sofia University of Library Studies and Information Tech- nologies. Since 2005 to september 2013 he has been Head of the Library and Mass Communications Department at the Faculty of Econom- ics at Veliko Tarnovo University. Since 2005 he has taught the fol- lowing undergraduate courses at the Faculty of Economics: Pub- lishing, Public Relations, Library and Information, Journalism and also the following master’s courses: Media and Advertising, Mass Communication and Journalism, Communications and Library Management. He is a member of the Union of Scientists in Bulgaria and the Union of Bulgarian Writers. Starting from 2005 onwards he is a member of the Faculty Council. He is one of the founders of the majors Publishing and Journalism. He has lectured at the University of Library Studies and Infor- mation Technologies – Sofia since 2004. 7 Prof. L. Georgiev reads lectures at the University on subjects related to printed communications, book press, and book publish- ing process. He has participated in international conferences and other scientific meetings – Antwerp, Milan, St. Petersburg, Mos- cow, Sofia, Veliko Tarnovo and his lectures have been published in prestigious scientific journals. His work as a researcher and writer has taken him to many countries: Ukraine, Romania, Bosnia and Herzegovina, Serbia, Italy, Germany, Belgium, Luxembourg, Por- tugal, Russia, etc. Prof. Lachezar Georgiev is the author of over 250 scientific papers and articles, studies and books of fiction. From 2004 to 2013 is a leading compiler and scientific editor of the series Libraries, Reading, Communication. From 2009 onwards he is edi- tor of Proceedings of St. Cyril and St. Methodius University. In 1994, he founded the journal about the book Publisher, and has been the editor in chief ever since. Since 2003 the journal has been a joint publication of St. Cyril and St. Methodius University and UniBIT – Sofia. He has been a member of scientific boards in competitions for university lecturing. He has directed research projects. Among Prof. Dr. Lachezar Georgiev’s major monographic works and scientific books are: Organization of the Publishing Pro- cess, Veliko Tarnovo, 1994; Svishtov – a Publishing and Printing Center in the Period XIX – Early XX Century, Svishtov, intl. Al Foun- dation. Konstantinov, 1997; Literature and Publishing Tradition, Ve- liko Tarnovo, 2000; Theory of the Book Publishing Process, V. Ta r- novo, 2001, 2004; Management and Marketing Publishing Activity, Veliko Tarnovo, 2002, 2004; Book Publishing Studies and Articles, Veliko Tarnovo, 2003; Bulgarian Publishing. Flashbacks. Trends. Structures. Models, Veliko Tarnovo, 2006; Seven Studies in Bulgari- an Publishing, Veliko Tarnovo, 2007; Composition Book, Sofia, 2007, 2010, 2012); Structures and Models in the Bulgarian Book Publish- ing (Veliko Tarnovo, 2007; 2011; Strategic Approaches in Publishing and Print Communications, Sofia, 2010, 2011, 2012; 2013; Books and Publishing Process, Veliko Tarnovo, 2008; Books and Printed Com- 8 munications, Veliko Tarnovo 2009; Publishing and Literature, Ve- liko Tarnovo, 2011; Book Publishing and Printed Communications. Research on the Book and Media, Veliko Tarnovo, 2013. He has published 17 books of fiction – five novels, a novelette, a collection of short novels, six collections of short stories, selected literary works in two volumes, etc. He is the author of the journalis- tic documentary Vasil Nedelchev, Sofia, Military Publishing House, 1987; Followers of the Great Wanderer, Plovdiv, Hristo G. Danov, 1988; Filip Totyu. Personality. Activity. Documents, Ruse, 1990 [with D. Petkov and T. Bilchev]; Twice Hung on the Gallows, Sofia, Mili- tary Publishing House, 1992; Filip Totyu. Historical Sources and Re- search, Ruse held. Archive, 1998 [editor, co-author with D. Petkov and T. Bilchev]; the study Minko Radoslavov – Fighter, Education- ist and Statesman, Veliko Tarnovo, Syrah, 1999; the documentary book Radko Radoslavov – Life and Literary Work, Veliko Tarnovo, 1999; the travel notes On the shores of Lisbon (2014). Prof. Dr. Lachezar Georgiev has received awards for his liter- ary and publishing activity. The American Biographical Institute in North Carolina, accepted him as a member of the Research Board of Advisors. Senior lecturer Snezhana Boyanova 9 Chapter One THE STRATEGY IN PUBLISHING BUSINESS – A FACTOR IN THE FINANCIAL AND ARTISTIC PROSPERITY 1. Planning the Publishing Process Planning is essential in book publishing, ensuring the success- ful image and the long-lasting financial success in a competitive market situation. The formulation of the publishing plan is based upon the business plans for every single book, the plans for the li- brary series, and the themes included in the yearly repertoire. The plan is defined by the overall goals and objectives of the publishing house, taking into consideration the following factors: the specific market situation in book publishing, the competitive environment, the customers’ demands, the capacity of the editorial teams to influ- ence the readers and the public opinion, and finally the potential of the publishing house to invest in the production and distribution of a given work without encroaching on the rights of the author, while at the same time ensuring maximum profit at a reasonable cost. 2. Publishing Business Projects Every manager of a publishing house, editor in chief, head of department or even an editor can propose a publishing project – the publication of a book, a series, a theme series, or any other work that is viewed as interesting, intriguing or relevant according to his own professional criteria. The next step is to defend the project, and this proves to be a task to be accomplished by more than one person. Not even the best specialists can do this on their own. It takes the involvement of the editorial, the production and the marketing departments 11 of the publishing house. It is a joint enterprise. As N. D. Eriashvili points out in his study Book Publishing – Management and Mar- keting (Moscow, 2001, p. 68), the business plan is an instrument turning an idea into reality; it determines the viability of the project