Thursday, October 29, 2009

Marketweeting



More and more marketers are relying on Twitter as an additional tool to promote their products. But for most marketers the microblogging platform is unfamiliar and confusing. However, if they are baffled about what Twitter is and how to make the best use of it, they'll need to learn fast as recent research from eMarketer predicts that there will be a 45 per cent growth in US users by this time next year.

eMarketer estimates that there are currently 18 million users of Twitter in the US and by next year there will be 26 million - a total of 15 per cent of the total US population. This kind of growth cannot be ignored and retail opportunities are being explored, and how-to principles devised that describe how Twitter's potential can be maximised for businesses. eMarketing Hubs has created such a guideline but there are many more out there, such as Harris Fellman's 35-minute video Coup de Twitter.

In terms of potential sales, businesses should take note of Dell Outlet which reported in June that its Twitter account brought in approximately $2 million in sales. This figure excludes Dell.com Twitter traffic.

Although Twitter can be lucrative to businesses, they'll need to be conscious of how they promote themselves if they wish to avoid potential alienation - Twitter 'spammers' are becoming more prevalent and a new name has been coined to refer to them: 'spitters'.



Cambridge University Press - the propagator of hatred?

A winner of the 2009 Australian Awards for Excellence in Educational Publishing has been withdrawn from sale after a complaint made by the NSW Jewish Board of Deputies. Cambridge University Press won the 2009 Secondary Single title for their first edition of Cambridge Studies of Religion by Christopher Hartney and Jonathan Noble. But after complaints received about content of the Judaism chapter contained in the book they've had to pull all stock until problematic passages have been resolved.

CUP's website cites that the chapter on Judaism is currently under review, the results of which will be included in all reprinted copies, if they re-issue the product. CUP will be using their academic resources and an independent expert in Judaism for the review - it is highly likely that once the appropriate changes have been made, the book will be available again.  

The website of the NSW Jewish Board of Deputies no longer has any information about the issue but did describe the book as having anti-Semitic slurs in a Sydney Herald Sun article on Tuesday. The lack of information on their website is probably due to the matter being swiftly and responsibly responded to by CUP's managing director, Mark O'Neill. CUP's marketing department has also been quick to follow up by contacted all stakeholders and informing them of the problems the text has. In fact, J-Wire, the Jewish online news from Australia and New Zealand, has applauded the actions of the publisher and their recognition of the text's unsuitability as an HSC learning resource.

I've read the material (chapter 12 - Judaism: the basic facts) that has sparked the controversy and it is easy to pinpoint the areas of text which are troublesome. To me, it is quite clear that there is no deliberate religious vilification at play, rather some very ambiguous sentence structure that should have been cleared up by the proofreading stage and some obvious editorial oversights which should not have been overlooked.

The Australian Jewish News' reaction on Monday sparked a few extremist and highly inflammatory comments - comparisons to Hitler’s Mein Kampf and concerns that the book was the product of some kind of Muslim conspiracy! (Perhaps that sentence shouldn't have ended in an exclamation mark, comments like these are highly disturbing and echo the stereotypical and racial vilification that the book has been accused of inciting.)

My Jewish boyfriend is a level-headed sort. He's read the Judaism chapter and sees that some of the facts need to be modified and some ambiguity cleared up. But he hasn't summoned an angry mob to appear outside CUP's doors or snuck into their offices to pin prawns underneath the desk areas of my CUP friends. Not yet anyway.... 



It seems like the crew at CUP have the matter calmly in hand and it is good to see that pillars of the Jewish community are working with the publishing house to resolve the situation amicably. Not much more to say really.

Wednesday, October 28, 2009

Ebooks in Australian educational publishing



The textbook market for ebook products has been slower to catch on than that of trade. However, educational publishers have actively developed ebook products for students and educators over the last few years, especially in the US, using partners such as Vital Source.

Vital Source has partnered up with many of the world's leading educational publishers and is fast becoming a major player in the ebook texbook market. Some of the main educational publishers on board include:
  • Elsevier
  • John Wiley & Sons
  • McGraw-Hill
  • Pearson Education Group
  • Oxford University Press
  • Blackwell Publishing
The principal educational publishers in Australia have also dipped their toes into ebook manufacture and are commonly using the VitalBookTM format. For example, the first edition of McGraw-Hill's Advertising and Promotion, published in 2008, has an integrated ebook with the textbook that allows note-taking, search and highlighting abilities. Similarly, Wiley's second edition of Organisational Behaviour, published a couple of months ago, comes with a Vital Source ebook to assist the student's study.

However, when you look at Australia's leading educational publishers' websites it is not clear what types or even which ebooks are available. A simple search doesn't bring much up - indeed, I only know where to look because these books are my publishing house's competition.

Leaving this unusual non-promotion aside, it seems that the ebook market in Australia is largely unchartered and in its early stages of growth. Compared to the US (and even there it is a budding rather than thriving industry) Australia only started developing educational ebooks over the last three or so years.

On the whole, the trend seems to be in educational publishing to have an ebook as a standalone saleable item and then bundle it with a printed product after its first year. This is hardly an encouraging set of circumstances for the educational ebook - the need to bundle ebooks shows that there is not too much demand for them. 

But perhaps this is because there's a climate of uncertainty on how best to incorporate ebooks in education. Everyone seems very eager - publisher and consumer - but textbook (hardcopy) sales are not dropping.

Educational ebooks are in an interesting place at the moment, there is demand but noone has really worked out how best to sell or use them. In terms of using them, for example, do they need to be online, downloadable or available through ebook readers? And with regards to selling them, should they be packaged with the textbook, sold as a standalone ebook (as a percentage of the printed price which is cheaper but doesn't allow the student to keep the ebook once it expires), or as individual ebook chapters?

My company feels that ebook chapters will be the way of the future - students can buy the chapters they need to save money. But the way educational ebook demand will go is not clear yet.


The institute of the future of the book



The institute of the future of the book is a US-based organisation and website that investigates, comments and acts upon the shift from the printed and bound to the digitally based. Their mission is to record this shift from the book to the networked screen, and to promote and assist the evolution of the book into its new format.

Their blog, if:blog, is a daily collection of news, thoughts, research and ideas about the transformation of reading and the tangible book. Fiercely positive about what digitising the book means, the blog is an archived plethora of material that includes (but is not limited to) discussions on the fate of independent booksellers, the morals of Wal-Mart, Amazon and Target's price setting, book-reading devices, vooks, copyright and copyleft, education and interactive media. One post I really liked was What I heard at MIT, which, although three years old, nicely encapsulates a lot of the jargon, uncertainty and mixed messages I hear flying around publishing proposal meetings.

However, it is the institute's projects that I find really interesting such as the blog-based peer review of Noah Wardrip-Fruin's manuscript published by MIT. Fruin, a professor of communication at UC San Diego,  submitted his manuscript in chunks over ten weeks to Grand Text Auto, a community of bloggers made up of writers and digital artists who are interested in multimedia, games and all things digital. They reviewed and gave feedback on his work - exactly the same as the traditional process of providing academic manuscripts for academic peer-review prior to being published. Except, this was an open-peer review using a community of bloggers. The institute helped by adapting the CommentsPress functionality to accommodate the reviewers' task.

Fruin's book, Expressive Processing: Digital Fictions, Computer Games, and Software Studies was published in September 2009.

Oddly, I can't find an ebook version...


Monday, October 26, 2009

Digital media in educational publishing - what I've seen happening over the past three years



http://www.flickr.com/photos/hinkelstone/ / CC BY 2.0

Most of my digital media experience in the educational publishing industry has been limited to CDs - and these have always been supplementary products rather than standalone-saleable items.

Although some of these CDs have been for student use, taking the form of podcasts that give practical examples to the theory the textbook contains, the majority of the CDs created have been solely for the instructor's use.

A typical instructor's CD would contain PowerPoint slides (for lectures and tutorials), an Instructor's manual (a guide on material to cover in lectures and tutorials), a Solutions manual (answers to all the questions in the textbook), ExamView testbank files (a database of hundreds of different types of questions formulated from the textbook that the instructor can use for assessment purposes), student quizzes (for homework and tests) and all the low res images contained in the textbook (for instructors to use however they wish).

Over the past year, we've abandoned the use of CDs - all content that was originally on CD is now uploaded onto our (now very stable) website instead. As each book has an automatic companion website dedicated to it, the process is a simple matter of uploading supplementary content for the textbook on to the companion website shell, then going live.

Some of our blockbuster books have more supplementary features and require something snazzier than the bog-standard companion site. In these cases our multimedia team builds individual websites from the ground up. Everything is password protected and bound up with the sale of the textbook, or adoption by a tertiary educator, so this link to MKGT will only provide you with limited access.

As well as acting as a central depository for instructors (and sales reps) the use of the internet as a platform for providing additional product has enabled the growth of numerous additional supplementary products for students. These include material such as: flashcards, crossword puzzles, quizzes (multiple choice, true/false, short answer, fill in the blank, etc), glossaries (with audio), weblinks, internet exercises and so on. In fact, one of my books, Principles of Macroeconomics in New Zealand 2e, has three additional chapters, only available online.

Currently, our US colleagues are promoting iChapters for products with electronic formats, which includes ebooks, individual chapters, audio and video. We'll be moving in to this iChapter market next year.

Update: Google books are swindling my authors and publishing house


http://www.flickr.com/photos/spunter/ / CC BY-SA 2.0

Last month I wrote about Jane Grellier and Veronica Goerkes' first-edition textbook which is in print and in copyright, but has been scanned in its entirety and is available on Google books.

Today, the electronic version of Communication Skills Toolkit can still be seen on Google books, free of charge. Consequently, Cengage Learning's US lawyers are now involved and have filed a claim regarding the use of this text by Google books - the publishing company remains part of the Google US settlement currently being played out in the courts.

As authors who have a royalty agreement with Cengage Learning,  Jane and Veronica have certain rights under the Google settlement agreement. The Google Book Search Copyright Class Action Settlement website has FAQs and information to help authors understand what their rights are as part of a settlement.

In a nutshell, Jane and Veronica can file their own claim if they wish as part of the settlement. This will be in addition to the one that Cengage Learning has lodged on their behalf. However, even if Jane and Veronica select not to take any action, the monies that are paid by Google to rightsholders with respect to the digitialising of their work will be collected by Cengage Learning. Cengage Learning will then pay Jane and Veronica a share of revenues as provided in their author agreement with the publishing house.

All claims from publishers and authors need to be made by 5 January 2010 - on 24 September 2009, the US court issued an order delaying the approval hearing for the Google settlement agreement in light of the parties' plans to modify the settlement agreement. Therefore, it is possible that the settlement agreement will change.

I think most publishers are supportive of the settlement with Google because it provides improved public access to out-of-print books while enabling publishers and authors to maintain control of their works (including deciding whether to allow Google to display them). The settlement also enables future and additional selling opportunities.

However, in cases such as this, where books are in copyright and in print but displayed in their entirety, there is a gross violation of author and publisher rights, and unless a publishing house or an author actively searches through every publication, copyright infringements such as this have the potential to be rampant.

Here is a 30-minute talk on Google Books and their version of 'fair use'.


http://www.youtube.com/watch?v=TmU2i1hQiN0

Monday, October 12, 2009

Pygmy by Chuck Palahniuk

Tanya Simmons is disappointed by the thin plot in Palahniuk’s latest novel but still manages to get a laugh at its ludicrousness

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Tanya Simmons
The Guardian, Tuesday 13 October 2009
Excerpt (PDF)
Audio
Related articles Foreign Bodies and Pygmy by Chuck Palahniuk 
This article contains sexual content
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Pygmy
by Chuck Palahniuk 241pp, Jonathan Cape, $32.95



Written in a stilted pidgin English, Pygmy is the narrative of agent number 67 who is sent to the United States as a 13-year-old exchange student to complete “Operation Havoc”. Nicknamed “Pygmy” because of his small stature, agent number 67 has been indoctrinated against all things American, and is highly trained in chemistry and martial arts—“Flying Giant Stork Death Kick”, “Lashing Lynx” and “Cobra One-Strike No-Blood” are amongst his repertoire. He comes from a nameless totalitarian country—a mixture of Communist China, Cuba, North Korea and Nazi Germany—and is accompanied by a team of teenage assassins, similarly hosted by white, middle-class American families. Although the details of Operation Havoc are unclear, the mission is definitely a terrorist attack and involves an exploding science project.

This satire on American indulgence is written as an epistolary of 36 dispatches sent from Pygmy to his homeland. Decoding the bizarre syntax is challenging but often amusing: “American holiday food of Thanksgiving. Present: vast cow father, pig dog brother, chicken mother, cat sister host family all hands linked so create fence surrounding bounty food table.” Other sentences try the reader’s patience: “Revered soon dying mother, distribute you ammunitions correct for Croatia-made forty-five-calibre, long-piston-stroke APS assault rifle?”

Once accustomed to Pygmy’s fractured dialect—it takes dedication—the usual Palahniuk subject matter and style unravels: extreme violence, explicit sex scenes, unrelenting profanity and content beyond taboo. By the second dispatch Pygmy has brutally raped a boy in a Wal-Mart bathroom and later violates his host mother to retrieve the batteries of her sex toy. Palahniuk even manages to include a high-school massacre, Columbine style.

Palahniuk is known for his novels’ disturbing content, marginalised characters and acerbic humour, but in Pygmy the outrageous and the shocking are pegged on a loose plot line—the novel reads as a gratuitous vehicle for the author’s subversive bombshells.

Pygmy does have flickers of brilliance and dark wit though. The spelling bee that never ends because Pygmy and his comrades can spell anything smacks of irony, and the inflation and distortion of Pygmy’s xenophobia is very entertaining. Palahniuk also cleverly pits totalitarian propaganda against western culture’s laissez-faire attitude which makes a thought-provoking backdrop to the novel’s absurdity.

However, the plot is flimsy and obscured by a string of repetitive jokes that are borderline puerile (the reader is treated to numerous alternative names for breasts). The suspense of belief needed to follow one scene to the next may also be too fantastical for some readers. And the sudden happy-ever-after ending—Pygmy falls in love with “cat sister”, rejects the homeland in favour of America and prevents Operation Havoc from happening—jars with the hatred that precedes it.

Diehard Palahniuk fans will be enthralled but the novel is probably too transgressive for a wider audience. Perhaps this is inconsequential for an author whose book readings are more like rock concerts, and whose fan-based website “The Cult” boasts a membership of 47,000, with over 700,000 page views a month.

Palahniuk’s other novels set a high standard—perhaps this is why Pygmy is ultimately dissatisfying.

Palahniuk’s nine previous novels are Fight Club (made into a film by director David Fincher); Survivor; Invisible Monsters; Choke (made into a film by director Clark Gregg); Lullaby; Diary; Haunted; Rant; and Snuff. He has also published non-fiction works.

Dog Boy by Eva Hornung

Meticulously researched with stingingly simple prose, Hornung creates a disturbing but believable portrayal of a young boy’s adoption by a pack of wild dogs, says Tanya Simmons
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Tanya Simmons
The Guardian , Tuesday 13 October 2009
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Dog Boy
by Eva Hornung 293pp, Text, $32.95



Set in post-perestroika Russia where homelessness and poverty are rife, Dog Boy gives the account of four-year-old Romochka who is abandoned in a cold and desolate Moscow apartment by his mother and uncle. Left to fend for himself, Romochka’s hunger forces him to ignore his mother’s threats of ever leaving the building unattended although he adheres exactly to her advice “Don’t go near people.” On the snow-laden streets, a pale-yellow dog rescues him from a dog attack and he follows the friendly stray to her den in the basement of a deserted church. There, amongst the stench and filth, Romochka satisfies his instinct for survival, suckles his “Mamochka” (little mother) and is kept nourished and warm from the freezing-cold winter.

And so begins Romochka’s existence as a feral dog where he is quick to follow the lead and language of his fellow puppies and older pack members. He learns to communicate through observation and mimicry, using his body rather than words; and is taught to forage, hunt, mark boundaries, attack, defend and understand the pack hierarchy, all under the watchful eye of his protective dog-mother. Sometimes Romochka is ashamed and conflicted by his stubby teeth, small ears and poor sense of smell but gradually he realises his contribution to the pack is unique and important. By balancing his canine skills with his human intellect, Romochka is able to lead his family to survive four Russian winters, street gangs, rival dog packs and the brutal militzia raids to “clean up” the Moscow streets.

Hornung skilfully creates a raw and plausible world; her vivid and matter-of-fact style conjures up the smell, taste and texture of being amongst and belonging to a wild pack of dogs. At times, Hornung’s descriptions are confrontational, even disturbing, but are rich with detail, insightful and ring of authenticity because they omit nothing and are dispassionately told.

In the latter part of the novel, the introduction of dialogue, humans and their theoretical ideas about Romochka’s pack clashes with the simple and primal urgency of dog boy’s world. This deliberate juxtaposition sharply relays the intrusion and ultimate intervention in Romochka’s dog life.

The novel’s themes of identity, alienation and displacement compliment Hornung’s award-winning literary criticism and fiction, and relate to her tireless activism for human rights. But admirably, Hornung’s prose is objective when describing the callous treatment of the Russian homeless and refrains from moralising.

Similarly, Hornung does not sentimentalise the relationships between the dogs and Romochka or romanticise their life. Instead she enables their immense love and strong loyalty to be heart-wrenchingly felt especially when the pack is subject to incredible acts of cruelty and misguided help.

Hornung’s novel was inspired by Ivan Mishukov, a Russian boy who was raised by dogs. She studied Russian for nine months, read extensively and observed dog behaviour before visiting Moscow to complete her research. The result is an astonishing and stark tale of survival that neatly dismantles the construction of humans and dogs, and explores what belonging means.

Hornung is an Australian author of six novels published under the name Eva Sallis. Her first novel, Hiam, won the 1997 Vogel Literary Award and The Marsh Birds won the 2005 Asher Literary Award. She is the co-founder of Australians Against Racism and an advocate for the rights of asylum seekers.