1. Home
  2. The Business of Publishing [ADV3111]

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    The Business of Publishing

  • Unit Code

    ADV3111

  • Year

    2015

  • Enrolment Period

    1

  • Version

    2

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit explores the concepts, tools and research vital to the launch and success of a print publication. Students will examine the history of the print medium as a social barometer. The unit will also investigate the business planning, creative, advertising, and production practices associated with publishing and the impact of new and emerging technologies.

Prerequisite Rule

Students must pass 1 units from ADV3406

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the historic and current dimensions of the print medium.
  2. Develop advertising sales and management strategies for a range of publications.
  3. Discuss the use of consumer research in building relationships with specific audiences through the print medium.
  4. Produce a business plan for a publication which includes target marketing, revenue generation, production, circulation and distribution.

Unit Content

  1. Brand extensions and the impact of new technology.
  2. Business planning to fund and staff a publication.
  3. Design and content appropriate to the expectations of the target market.
  4. Identifying and researching the target market and potential readers.
  5. Magazine legalities.
  6. Media promotion and advertising.
  7. Print production, distribution and circulation.
  8. The print medium as a social barometer through history.
  9. The role of advertising, potential advertisers and other revenue sources.

Additional Learning Experience Information

Seminars, workshops and lectures.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
AssignmentPresentation30%
AssignmentCase Study30%
Creative WorkProject40%

Text References

  • ^ Johnson, S., & Prijatel, P, (1999). The magazine from cover to cover. NY: NTC Publishing Group.
  • Husni, S. (1998). Launch your own magazine. New York: Hamblett House.
  • Ramaswami, R. (1996). The handbook of magazine publishing. (4th ed.). New York: Cowles Business Media.
  • Marino, S. (1993). Business magazine publishing. Lincolnwood, IL: NTC Publishing.
  • Woodward, C. (2004). Starting and running a successful newsletter or magazine. (4th ed.). New York: NOLO.
  • Daly, C., Henry, P., & Ryder, E. (1996). The magazine publishing industry. New York: Allyn & Bacon.
  • McKay, J. (2000). The magazine handbook. London/ New York: Routledge.
  • Highly recommended: Kobak, J. (2002). How to start a magazine. NY: M. Evans & Co.

Journal References

  • MediaWeek. GMG Information: Sydney
  • The International Journal On Media Management. University of St.Gallen, Switzerland & Lawrence Erlbaum Associates
  • Mediaweek. VNU Media Group: New York
  • Folio. Cowles Business Medium: Stanford Conneticut.

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV3111|2|1

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    The Business of Publishing

  • Unit Code

    ADV3111

  • Year

    2015

  • Enrolment Period

    2

  • Version

    2

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit explores the concepts, tools and research vital to the launch and success of a print publication. Students will examine the history of the print medium as a social barometer. The unit will also investigate the business planning, creative, advertising, and production practices associated with publishing and the impact of new and emerging technologies.

Prerequisite Rule

Students must pass 1 units from ADV3406

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the historic and current dimensions of the print medium.
  2. Develop advertising sales and management strategies for a range of publications.
  3. Discuss the use of consumer research in building relationships with specific audiences through the print medium.
  4. Produce a business plan for a publication which includes target marketing, revenue generation, production, circulation and distribution.

Unit Content

  1. Brand extensions and the impact of new technology.
  2. Business planning to fund and staff a publication.
  3. Design and content appropriate to the expectations of the target market.
  4. Identifying and researching the target market and potential readers.
  5. Magazine legalities.
  6. Media promotion and advertising.
  7. Print production, distribution and circulation.
  8. The print medium as a social barometer through history.
  9. The role of advertising, potential advertisers and other revenue sources.

Additional Learning Experience Information

Seminars, workshops and lectures.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
AssignmentPresentation30%
AssignmentCase Study30%
Creative WorkProject40%

Text References

  • ^ Johnson, S., & Prijatel, P, (1999). The magazine from cover to cover. NY: NTC Publishing Group.
  • Husni, S. (1998). Launch your own magazine. New York: Hamblett House.
  • Ramaswami, R. (1996). The handbook of magazine publishing. (4th ed.). New York: Cowles Business Media.
  • Marino, S. (1993). Business magazine publishing. Lincolnwood, IL: NTC Publishing.
  • Woodward, C. (2004). Starting and running a successful newsletter or magazine. (4th ed.). New York: NOLO.
  • Daly, C., Henry, P., & Ryder, E. (1996). The magazine publishing industry. New York: Allyn & Bacon.
  • McKay, J. (2000). The magazine handbook. London/ New York: Routledge.
  • Highly recommended: Kobak, J. (2002). How to start a magazine. NY: M. Evans & Co.

Journal References

  • MediaWeek. GMG Information: Sydney
  • The International Journal On Media Management. University of St.Gallen, Switzerland & Lawrence Erlbaum Associates
  • Mediaweek. VNU Media Group: New York
  • Folio. Cowles Business Medium: Stanford Conneticut.

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV3111|2|2