VISUAL WRITING — RESEARCH & CURTE
This week’s lecture presents a conversation between Stuart Tolley, designer and author, and his book publisher, Andrew Sanigar of Thames & Hudson to examine the close working relationship between writer and publisher. Below is my distillation of their conversation.
ETHNOGRAPHIC RESEARCH
Ethnographic research is the study of individual lives and cultures, and is typically conducted by immersion of the researcher into the community in which they aim to study. There are several key approaches to successful ethnographic research:
To gain insight and understanding into a particular society or culture
To identify a new or burgeoning lifestyle or subculture
To reveal new consumer patterns or perspectives
To provide a voice for social or cultural groups
WHAT MAKES A GOOD VISUAL CULTURE BOOK CONCEPT?
The audience must be as clearly defined as the concept.
A museum without walls. — Thames & Hudson tagline.
WHAT DOES A PRODUCTION MEETING LOOK LIKE WHEN DISCUSSING A PROPOSAL?
The entire T&H team comes together to review a book proposal. This includes sales teams, international rights teams, marketing, publisher / editors to review the proposal and any design concepts. They identify the appropriate platform for the book, how they will support and promoted the book and decide “why THIS book?" They may also decide not to pursue a book at this time.
HOW DO YOU DECIDE WHEN A BOOK WILL INCLUDE A GLOBAL AUDIENCE?
It really depends on the key audience. Many readers around the globe will buy an English-language book.
ARE AUTHORS SUPPOSED TO BE EXPERTS?
To an extent, yes. They need to have the foundational expertise and passion to really make a book successful as it will impact commercial distillation.
WHAT TYPES OF HURDLES DOES T&H FACE?
Design anthologies or projects that have to compete with online resources (Pinterest, etc.) Books need to include marketable topics.
COULD YOU WALK US THROUGH A BOOK PROPOSAL PROCESS?
First ideas are developed. Then a publishing meeting will commence to review the ideas in process. Audience, marketing, rough imagery, spreads, TOCs, description, price point, positioning statement are then all reviewed at an upcoming all-hands meeting at T&H where a book is determined to go ahead, canceled or sent back for further development. Then a book is costed to determine rates for the author, the wholesale and retail pricing, etc. Once the team agrees to the plan, then a formal contract is offered to the author and deadlines are determined. The publishing process typically takes 18 months on average depending on marketing trends, current events, and sales cycles.
WHAT DO PRINTED BOOKS OVER THAT DIGITAL TECHNOLOGY CANNOT?
Books are tactile and therefore provide an immersive design experience that cannot be emulated in a digital format. Further, books are typically properly researched and curated.
WHAT CHANGES HAVE YOU SEEN IN THE LAST DECADE?
Technology has had a big impact on publishing: how books are printed (film vs. DTP technology). Designers really need to understand the print production process more thoroughly and holistically as the industry is more integrated and far less siloed as in previous decades. It provides an opportunity for the designers to be a part of the production process.
WHAT CHANGES ARE YOU SEEING IN SLOW JOURNALISM AND INDEPENDENT PRINT EDITORIAL?
There is a push and pull of trends and responses to trends that go in opposite directions, so we are seeing more growth in independent print editorial at the moment.
WHAT HAS BEEN THE IMPACT OF SELF-PUBLISHING OR KICKSTARTING BOOKS HAD ON TRADITIONAL PUBLISHING?
Some books just wouldn’t get made without self-publishing as they may not have had success with traditional publishers. Further, some kickstarted books bring with them a groundswell or built-in audiences that traditional publishing cannot typically rely upon.
WHAT DO YOU SEE AS THE FUTURE FOR PUBLISHING?
Gen Z and the change in audiences overall by generation. Younger generations will need to rely on books and go passed Pinterest to gain the immersive experience offered by books, especially books that offer DIY education such as screen printing techniques or other practical books.
REFERENCE:
Falmouth University (2018). Visual Written Communication - Research and Curate | Lecture. History and Futures GDE720 19/20 Part-Time Study Block S2 (Falmouth, UK: Falmouth University)
Lupton, E. and Miller, A., (1996) Design, Writing, Research: Writing on Graphic Design. New York: Kiosk Books
Robson, C., (2002) Real world research: A resource for social scientists and practitioner researchers. Oxford: Blackwell Publishers.
Louisiana Channel (1916) Irma Boom: A Tribute to Coco Chanel, [online video]. Available at https://vimeo.com/142852186.
