By Michael A. Persinger
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Some authors hate this, grumpily blaming the rise of celebrity publishing and a media more interested in gossip than good writing. There is a suspicion among writers that an author’s marketability (including their general attractiveness) has a disproportionate influence over whether or not they get published. (The naivety of this makes us smile. There are thousands of authors to choose between. ) But for authors who do take the plunge and get involved with their readers and the marketing, public interest can bring a whole new sense of empowerment – and perhaps a recognition that they hold more cards in the publisher-author relationship than they realised.
Just as with trade publishing where you have to convince not only the end-user but the book buyer, so too with educational publishing you have to consider not only the kids who’ll be using the books, but their teachers, their parents and, quite possibly, the government (in the shape of the Education Department), too. Teachers are a group of people that are easy to identify and reach through marketing. They can be identified by where they work, and by the look of tension and frustration on their faces.
Yet, arguably, it’s at least as important. In fact, without it, whole areas of academic discipline – from medical and scientific research to philosophy and literary theory – would grind to a halt. Publishers who produce journals perform a vital function in the academic world. They are responsible for bringing together and making available the best academic research, so that scholars can make known their own findings and discover what else is going on in their field. So specialised and so important is journal publishing that we’ve dedicated a whole chapter to it.