Going Global: How to Take a Local Publishing Company to International Heights (PART TWO / Advanced Level)

Part 2: Diving Deeper into Successful International Sales and Market Reach

Level: Intermediate

Duration: Approx. 60 minutes

Learning Objective: To develop a deeper understanding of the international publishing business, particularly in targeting to local audiences and reviewing global challenges in selling to local markets. An overview on how to use the power of rights and translations to expand your global footprint, establishing the right business model and creating an international sales force and strategy.

• Segment 1: Marketing & Targeting to different Cultures
  • Analytics: Descriptive, Diagnostic, Predictive, Prescriptive
  • Targeting different audiences
  • Understanding High and Low Context Cultures
    
    
• Segment 2: Global Challenges & Business Models
  • Globalization Challenges, Differences, Risks, Opportunities
  • Determining the right business model
  • Partnership, licensing, POD and acquisitions
    
    
• Segment 3: Creating an International Sales force and leveraging metadata
  • Commission-based or in house
  • Printing & Shipping Globally
  • The Importance of Great Metadata
    
    
• Segment 4: Leveraging the power of rights and translations
  • Translations and working with co-agents and or sub-agents
  • Intellectual Property Rights
  • Expanding Global Footprint

Optional practice assignment: Please see descriptive course content.

Recommended articles/readings: Please see descriptive course content.

Part 2 Optional Assignment: 

Prepare an international title launch campaign for taking a new book into a foreign market and targeting it to a specific audience. Consider: The title you have chosen for what market and the reason why? Plan, develop the content, and set in place campaign performance indicators to review upon launch. Other things to consider: channels to market, distribution platforms, target audience, pricing, format, publishing date, marketing and advertising methods

Glossary of common terms

•  Acquisition: purchasing most or all of another company's shares or assets.

• Analytics: The discovery, interpretation, and communication of meaningful patterns in data.

• Agent: a book industry professional who represents the author and illustrators, to place their work with publishers, negotiating royalty calculations, collecting royalties, and performing other duties on their behalf.

• Globalization: the process by which businesses or other organizations develop international influence or start operating on an international scale.

• High Context Culture: Messages carry implicit meaning that goes beyond what is actually said.

• Intellectual Property Rights: are legal rights that provide creators protection for original works, inventions, or the appearance of products, artistic works or scientific developments.

• Content Licensing: is a publisher’s distribution of its intellectual property to any third party. This distribution is exchanged for some sort of value. On the legal side, both parties to a license agree in a contract to the usage of rights for a certain piece of intellectual property.

• Low Context Culture: Messages have a clear meaning with nothing implied beyond what is actually said.

• Market segmentation: The process of dividing a market of potential customers into groups, or segments, based on different characteristics.

• Metadata: a collection of attributes—ISBN, title, author, copyright year, price, subject category, author bio, etc. that describe a book.

• ONIX: ONline Information eXchange is an XML-based standard created by a consortium of publishers, wholesalers, retailers, and data aggregators.

• Partnership: is an arrangement where parties, known as business partners, agree to cooperate to advance their mutual interests.

• Print on Demand (POD): is an order fulfillment method where books are printed as soon as an order is made, most often without order minimums.

• Sub Rights: This is the right to produce or publish a product in different formats based on the original material.

• Translations: translating words or text from one language into another.

• The Open Market: This refers to the entire world except the United States and The Commonwealth.

• The Commonwealth: This refers to all parts of the current and former British Commonwealth. The UK, Australia, New Zealand, South Africa and India are the largest parts of this market.

Websites

• International Publishers Association: https://www.internationalpublishers.org 

• Association of American Publishers: https://publishers.org 

• American Booksellers Association: https://www.bookweb.org 

• Association of Publishers in India: http://www.publishers.org.in/

• The French Publishers Association: https://www.sne.fr/

• Publishers Association of South Africa: https://publishsa.co.za/

• Börsenverein Germany Publishers Association: https://www.boersenverein.de/

• Cámara Nacional de la Industria Editorial Mexicana: https://caniem.online/

• Open Books China: http://en.openbook.com.cn/

• Book Industry Study Group: https://bisg.org 

• Bookscan: https://www.npd.com 

• Publishers Association: https://www.publishers.org.uk 

• Better Reading Australia: https://www.betterreading.com.au 

• Der Spiegel Best Sellers Germany: https://www.spiegel.de/kultur/

• New York Times Best Sellers US: https://www.nytimes.com/books/

• WIPO: https://www.wipo.int 

• WTO: https://www.wto.org

• Statista: https://www.statista.com

Blogs

• LitBlog Germany https://litblog-convention.de/blog

• BookGeeks India https://www.bookgeeks.in

• Dublin Review of Books Ireland https://drb.ie

• A Little Blog of Books United Kingdom https://alittleblogofbooks.com 

• The Idea Logical Company: https://www.idealog.com 

• The Book Designer: https://www.thebookdesigner.com 

• Jane Friedman: https://www.janefriedman.com 

• The Creative Penn: https://www.thecreativepenn.com 

Newsletters

• Publishers Weekly: https://www.publishersweekly.com 

• Publishing Perspectives: https://publishingperspectives.com 

• The Bookseller: https://www.thebookseller.com 

• Shelf Awareness: https://www.shelf-awareness.com 

• Publishers Lunch: https://www.publishersmarketplace.com