Submitted to the Faculty of Humanities in partial fulfillment of the requirements for the degree of M.A (Publishing Studies) University of the Witwatersrand, South Africa, 2017 / Gérard Genette famously noted that paratexts are ‘those liminal devices’, elements, both within and outside the book, that form part of the complex relationship between book, author, publisher, and reader. He determined that titles, forewords, epigraphs, and publishers’ jacket copy are part of a book’s ‘private and public history’. By considering each of these liminal devices in the larger context of marketing strategies, this research report addresses the question of how paratexts are altered to appeal to different markets in different countries – specifically South Africa and Germany – and how this is done in relation to five translated novels: Stadt des Goldes by Norman Ohler; Portrait with Keys by Ivan Vladislavić; Township Blues and Themba by Lutz van Dijk; and Fiela se Kind by Dalene Matthee. The research report argues that the relationship between paratext and reader is of vital importance when it comes to understanding how cultures are perceived by foreign readers. With each comparison between the paratexts of the original and their translated novels, the research report demonstrates that paratextual alterations are predominantly influenced by alterations in time and geography; use or dismissal of clichés and stereotypes; educational value; and either techniques which familiarise or defamiliarise the reader. By uncovering the way novels are marketed to a foreign readership, it becomes possible to uncover why translations occur and how the source-culture is perceived. / XL2018

Dissertation : Institut des sciences de l'information et de la bibliothèque, faculté de philospophie : Humboldt-Universität, Berlin : juin 2008. / Contient une lsite des 78 maisons d'édition de la RDA. Bibliogr. p. 344-347.Index.

Thesis (Ph. D.)--Stanford University, 1974. / Includes bibliographical references (p. 277-291).

Thesis (M. Phil.)--University of Hong Kong, 2002. / Includes bibliographical references (leaves 159-166).

published_or_final_version / English / Doctoral / Doctor of Philosophy

Hugo von Hofmannsthal, Austrian poet, dramatist, and essayist (1874-1929), published with the Insel-Verlag from its inception in 1901 until his death. This work examines Hofmannsthal's relationship with his publisher Anton Kippenberg (1874-1950). The author was drawn to the Insel-Verlag initially through his association with its founders, Alfred Walter Heymel and Rudolf Alexander Schröder, who published the short-lived periodical Die Insel. Known for its emphasis on aesthetics, the magazine set a tone that became characteristic for the firm. As a poet, Hofmannsthal found the climate beneficial and the audience of the Insel-Verlag receptive to his early lyrical works and certain other writings outside the mainstream of his later production. Under Anton Kippenberg's direction, these works were assured careful attention to detail; typeface, binding, illustrations, and all aspects of the physical book were designed to harmonize with its contents, enabling Hofmannsthal to present his writings in a format which did his creations honor. Hofmannsthal published four categories of material with the Insel-Verlag: his early lyrical works; republications issued as deluxe editions; reprints of selected texts in the inexpensive but elegantly designed Insel-Bücherei, and other Insel publications such as the Insel-Almanach or Inselschiff; and introductions and essays composed in his role as editor of compilations appearing under the Insel imprint. Hofmannsthal showed a great awareness of the Insel's particular Verlagsprofil in his selection of texts issued under its signet. Anton Kippenberg brought financial stability, business-like organization, and sound aesthetic judgement to the Insel-Verlag, creating an atmosphere in which Hofmannsthal's works could thrive. Early in his association with the Insel-Verlag, Kippenberg advanced a program which echoed many of Hofmannsthal's concerns and thus further solidified their relationship. Kippenberg proposed to give a book the design and format appropriate to its contents, to serve world literature, to expand the market for these titles without sacrificing quality to economics, and to support a select group of contemporary authors. Hofmannsthal's association with publisher Anton Kippenberg was a complex and often stormy one. United through shared goals, the two men worked to achieve a relationship mutually beneficial to each, one in which both the reputation of the individual and that of the firm were enhanced by their cooperation.

This thesis examines the histories, publishing philosophies, and printing practices of two English-Canadian small-press publishers (The Porcupine's Quill of Erin, Ontario, and the Gaspereau Press of Kentville, Nova Scotia). By researching their publishing influences as well as the social and political climates in which each press operated, it is possible to analyze the decisions they made about why and how to publish certain kinds of texts. From there the thesis summarizes their publishing philosophies, and conducts extended analyses of the production of two specific literary texts: Endeared by Dark: The Collected Poems of George Johnston (PQL 1990), and Execution Poems (George Elliott Clarke, Gaspereau 2001). The historical research relies partly on secondary sources, and more generally the methodology was supplied by contemporary work in book history and textual criticism; however, the majority of the research, in chapters two and three particularly, has been culled from primary texts, press releases, newspaper features, web pages, and archival materials (letters, financial records, and so on). Overall, this thesis concludes that both the Porcupine's Quill and the Gaspereau Press emphasize an holistic approach to bookmaking, wherein each component part is capable of contextualizing, augmenting, celebrating, interpreting, historicizing, or socializing a literary text.

The role of publishing in the development of societies has been crucial, but many still tend to overlook the wider societal impact of publishing and concentrate purely on its direct economic contribution. The aim of this thesis is to draw attention to the wider impact of publishing as an instrument for the betterment of society. In particular the thesis examines the role of marketing in all its aspects in the publishing process at the international, national and industrial level (from inception to completion of publications). The study hopes to shed light on some of the environmental factors which affect publishing in general, publishing in the Malaysian context, and particularly scholarly publishing, which has its own peculiar traits. In order to have a clearer idea of the publishing scenario it is essential first to identify the symptoms; therefore it is important to examine the macro-marketing environment which constitutes the socio-political and commercial envelope in which the publishing industry resides, and then the micro-marketing environment and marketing systems which constitute the local industry level influences and internal company marketing force respectively. Having looked at these aspects of the marketing environment, the research concentrates on the most crucial factor in the success of any business, the buyer. The importance of measuring consumer satisfaction also dictated why the researcher made use of questionnaires for lecturers and students as sources of primary data for this study. Lecturers' roles in marketing books indirectly should not be overlooked by publishers; their unique offering is the special ability to identify and satisfy students' needs, analogous to the role played by doctors in the marketing of pharmaceutical drugs. An investigation is made of consumers' profile (lecturers and students) in order to deduce their reading and buying behaviour, and further in the case of lecturers, writing proficiency. These findings may provide better understanding of the marketing ramifications emanating from the publishing process in general and scholarly publishing in particular. Although libraries are one of the primary customers for scholarly publications, the survey conducted with them was far smaller in scope than those conducted on lecturers and students since they merely act as intermediaries while the latter are the ultimate users of scholarly publications. Scholars and publishers may co-operate happily in the writing and creating of scholarly books, but the publisher faces serious limitations upon his freedom to act purely for the betterment of scholarship. Thus, the focus of this study is how to bridge the gap between dissemination of knowledge through published means and the economics of publishing as a commercial concern. The notion of "social profit" is introduced to help deal with some of the conflicting concerns of scholarly publishers, as well as to argue against the normal argument of "social obligations" put forward by many government publishing agencies and university presses in Malaysia. The study concludes that main factors which determine the present situation of scholarly publishing include the relative infancy of the publishing industry in Malaysia; the small market for publications, in particular scholarly publications; the emphasis on textbook production which has resulted in a dearth of books in other areas; frequent changes of language policy which have damaged publishing programmes in both English and bahasa Melayu; the poor reading habit of the population in general (notwithstanding the high literacy rate); and more distressingly for scholarly publishers, the poor reading habit of students and lecturers; the lack of understanding of the publishing process by people involved in the industry; insufficient numbers of good authors especially those who can write in bahasa Melayu; poor planning and distribution, and above all the absence of reliable and up to date information on the industry. It is hoped that this research will generate interest in this neglected, yet nevertheless important, area which is essential to the development and national well being. An analysis of the marketing environment within the publishing business reveals the problems facing the industry, and suggests that a more appropriate system will be possible only when effective steps are taken to meet the needs of this industry and provide the needed support. This can only be realised by a detailed study to determine the long-term and short-term needs for books and other materials, and the various methods of meeting these needs. It is also important in determining how the industry can be strengthened and expanded to meet future needs. Although government efforts have reflected the awareness of the importance of textbooks in developing and upgrading the standard of education in Malaysia, they have also resulted in some measure in discouraging scholarly publications within the publishing industry. The publishing business in Malaysia deserves greater attention because of the significant position of Malaysia in Asia and ASEAN sub-continent in particular, and the contribution of education to its economic and social development.

Diss. Uppsala : Uppsala universitet, 2007.

Thesis (M.J.)--Carleton University, 2004. / Includes bibliographical references (p. 247-256). Also available in electronic format on the Internet.