John Sargent, CEO of Macmillan Publishers, commanded the stage at The Summer Publishing Institute in a heat-wave appropriate orange shirt and brown cowboy belt that hinted at his Wyoming roots. “Is there any reason to have this on?” Sargent asked of the computer projection screen behind him before beginning his talk – a question laced with irony given the emphasis on digital media that followed in his presentation. After shutting the laptop, Sargent explained: “When I was first in the business, there were no answering machines or personal computers. Now, it’s naïve to think that with our progress, technology won’t constantly adapt so that ink and paper are no longer the best.” Sargent believes we’re still some years away from print publications being the lesser medium, but with an unprecedented rate of change the switch to digital is inevitable. [Read more…] about The Future of Books: A Talk With Macmillan CEO John Sargent
Summer Publishing Institute
The Editors Speak
I was eager to grab a front row seat for “From Passion to Pages: The Editor’s Job,” an NYU Summer Publishing Institute panel where editors gave us an inside look at their backgrounds and experiences. Their message: everyone’s journey is unique and personal, and with hard work, we have the potential to achieve our lofty career goals.
Chris Jackson, Executive Editor of Spiegel and Grau/Random House, moderated the discussion, and the panel included Mauro DiPreta, Associate Publisher of IT Books; Brenda Copeland, Executive Editor of Hyperion; Will Balliett, President and Publisher of Thames & Hudson; Eamon Dolan, Vice President and Editor-in-Chief of Penguin Press; and Beth de Guzman, Vice President and Editor-in-Chief of Grand Central Publishing.
The moderator began the discussion by explaining to us that acquiring submissions, editing, and overseeing the publication process all constitute an editor’s job. The editor acts as a guardian and holds the author’s hand every step of the way; editors have to believe in their ability to judge a piece from its first draft. We learned that nearly all editors are unsure of themselves at times, and it was comforting to see that even the “best” have doubts.
Jackson elicited fascinating responses from his questions on a variety of topics. When asked how she entered the editing world, Copeland sent a sigh of relief through the audience by explaining that she got into publishing in her late thirties. She calmed some of our built-up tension by stressing that it’s never too late to do what you want to do. DiPreta offered comfort when he explained that he didn’t experience a pivotal, career-defining moment magically resulting in obtaining a dream-come-true job. “I was born in a shed in North Dakota…” he joked. DiPreta then got serious and revealed his habit of reading submissions at 2:00 a.m., as he did with the manuscript of Marley and Me. His wife woke up and found him teary-eyed, surrounded by loose pages. The next morning, DiPreta put in a bid on the book, which went on to become a massive bestseller (and a film). “If you cry, you must buy,” he told the amused audience.
Dolan shared the important notion that at the heart of any editing task, “structure is destiny.” He explained how we need to bring it back to the basics when it comes time to criticize a piece of writing. When the conversation then moved to how an editor can possibly estimate if a book will sell, Balliett explained that anticipating a book’s potential audience is something you have to keep in mind constantly, yet not live by. Simply loving a book is not enough for an editor.
For Dolan, there is a secret question he asks himself before bidding on a manuscript: “Would I actually pay $30 of my own money to read this?” If the answer is no, then an editor should pass on a book. De Guzman reiterated a key point that there’s a reader for every single book out there, but the question remains, “How big is that audience?”
The ability to hone in on one thing that makes a book special and unique is at the heart of publishing. As Jackson advised, “You have to be able to articulate that [special something].” Editors also have to refrain from underestimating authors and realize and appreciate the amount of work and passion that goes into writing a novel. And remember, they cautioned, most books are not bestsellers. Still, whether or not a book becomes a hit with readers, our panel agrees that seeing a book they’ve worked on change the way people think and live their lives is the greatest reward.
by Stacy Matusik
David Granger: Esquire Innovator
During a time when many business leaders are rushing to innovate and invest in the new media revolution, David Granger, Editor-in-Chief of Esquire, still believes in the sanctity and possibilities of print. Perfectly selected to deliver the closing address of the magazine program at NYU’s Summer Publishing Institute, Granger affirmed: “Magazines are capable of magic. That’s what I wanted to show.” Demonstrating Esquire’s playfully imaginative print innovations, he did just that to a riveted audience of aspiring publishing professionals—myself included. [Read more…] about David Granger: Esquire Innovator
Secrets of the Freelance Life
Being stood up by Britney Spears in Las Vegas, going on free vacations, and filing stories from sweatshops in Mexico all come with the territory, a panel of freelance journalists told students at NYU’s Summer Publishing Institute (SPI).
As Donna Sapolin, Magazine Director of SPI, deftly moderated, four top freelance writers and editors generously shared secrets and advice about how to get published happily and steadily in some of America’s leading publications. How to get started? Virginia Sole-Smith, who has filed stories from sweatshops in Mexico and whose bylines appear in the Progressive, the New York Times, Martha Stewart Living, and Elle, among other publications, suggested setting up a schedule to help keep on track. When she was starting out, she made a list of potential stories and publications which might run them, and then resolved to pitch three stories a week. Within three months, Sole-Smith was a published journalist. “Set your own goals and deadlines and be strict with yourself,” she emphasized. [Read more…] about Secrets of the Freelance Life
Meet Adam Moss
New York magazine is a mindset, according to its Editor-in-Chief, Adam Moss, and students in NYU’s Summer Publishing Institute were given the opportunity to probe that mindset during a question-and-answer session with the man who has run the weekly for six years.
“It’s a magazine about a way of looking at the world,” Moss said, as cover images of Lindsey Lohan, LeBron James, and Caroline Kennedy, among many more, streamed across a screen, delineating the magazine’s prolific range of topics. “Even though we’re out there against a sea of other publications, we feel we have something to offer,” Moss said. And those who critique the world of magazines agree. This year, New York won four National Magazine Awards, including General Excellence in its category, 250,000 to 500,000; NYmag.com won a General Excellence National Magazine Award for the second year in a row. Moss and his team of editors achieve such renown through an uncanny eye for putting unique spins on local and national news stories, and by staying one step ahead of the competition.
Mobile Mania at SPI
“To infinity and beyond!” said Matt Bean at the opening of the NYU Summer Publishing Institute panel discussion on mobile publishing applications. While Bean, brand editor for Rodale‘s Men’s Health and Women’s Health, is no Buzz Lightyear, he was referring to the optimistic outlook the magazine industry has on its own technological Toy Story. The three top digital executives on the panel enthusiastically agreed.
A magazine’s mobile extension is easy, Bean said. For one, there are no page constraints, so content is limitless. And thankfully, the consumers are there and ready. Twenty-one percent of the mobile market already has a smartphone, and there are at least 200 apps listed in the Magazine Publishers of America (MPA) registry alone. In fact, in 2010 mobile ad spending totaled $10 billion and is expected to increase to $32 billion by 2013. While these revenue statistics are certainly encouraging, Bean emphasized that of 10 total app downloads, 8 or 9 are for free apps — a conundrum for publishers and consumer marketers alike. [Read more…] about Mobile Mania at SPI
Maga-Brand Awareness
“So, where are all the men?” Bill Stump, panel moderator and Senior Vice President and Executive Director at Rodale, jokingly asked upon entering the room for the “Magazines as Multi-Platform Brands” panel discussion on the first day of the Summer Publishing Institute (SPI) at NYU. (Like the publishing industry itself, the student body at SPI is largely female.) After a laugh, 105 publishing students, Bill Stump and four executives from influential national magazines settled in to discuss the power and importance of the brand. On hand for the conversation: Doug Brod, Editor of SPIN; Kristen Schultz Dollard, Digital Director of SELF; Mia Haugen, Managing Editor of Forbes; and Elizabeth Mayhew, VP and Editor-in-Chief of Brand Content at Woman’s Day. [Read more…] about Maga-Brand Awareness
All About “O”
When it comes to the publisher’s role in a magazine, selling pages to advertisers is just the beginning. Jill Seelig, Vice President and Publisher of O, The Oprah Magazine, spoke to students at NYU’s 2010 Summer Publishing Institute to explain the rest of the process.
Seelig proudly announced that she, “absolutely loves magazine publishing.” Her message was one shared by her eager audience. In addition to passion, however, Seelig echoed other presenters when she said this generation will need to understand digital media inside and out. Not only are consumers and editors keeping up with the move to digital, noted Seelig. Advertisers, too, want to be on the cutting edge. “Digital doesn’t mean that print is dead,” said Seelig. “It means we need to combine all media assets and offer advertisers ways to reach consumers through multiple outlets.” [Read more…] about All About “O”
The Future of Print: Bo Sacks Speaks at SPI
In his animated and lively presentation, Bo Sacks, owner of The Precision Media Group, told the students attending NYU’s 2010 Summer Publishing Institute that while print is not dead, it will not be the primary way to read in the future. His State of the Union address directed toward SPI’s aspiring media professionals offered a glimpse into the blurring lines between print and digital media. [Read more…] about The Future of Print: Bo Sacks Speaks at SPI
How I Got Published: A Summer Publishing Institute Success Story
A good friend asked me how much my dream was worth. I was totally confused by his question. “Is your dream worth more than two thousand dollars?” he asked. “Yeah,” I said. “Then take two thousand dollars and publish your own book. Trust me. You’ll more than double your money, if it’s any good.”
He was right. That advice plus my experience as a student in NYU’s Summer Publishing Institute in 2006 made all the difference in the world. I had been calling myself an “aspiring novelist” for years. Until I actually published a book, I didn’t think I could ever call myself a novelist. I took money from my savings account and published Robbing Peter, a novel about three fatherless families. I sold it at work, to friends and family, online, at the grocery store, at hair salons and at night clubs. Everywhere. It was a lot of work. To my surprise, it went on to win a Fiction Honor Book Award from the Black Caucus of The American Library Association. It was the first self-published novel to do so. [Read more…] about How I Got Published: A Summer Publishing Institute Success Story