MANAGEMENT AND CREATIVE STRATEGIES FOR THE OPTIMAL FUNCTIONING OF THE SPECIALIZED PUBLISHING HOUSE

Abstract

The article looks at the principles of organization, structure and management of а specialized publishing house for scientific, university, referential literature, etc. In compliance with the authors’ definition of the publisher as a creative-business entity handling the evaluation, selection, editing and publishing preparation, production and distribution of literary products, the strategies are outlined and analyzed relating to the activity of the specialized publishing house. As a basic principle of management, teamwork comes to the fore – a well-selected team of professionals relevant to the profile of the publishing house as a guarantee for its success. The structure of the specialized publishing house presented in the paper includes – manager, editorial part (with the respective editing teams) that carry out the creative activity of the publishing house, production and technical part (artist, technical editing, proofreader, layout expert), marketing and advertising, sales department. These units work in sync with each other, with the central role played by the editor, who is the coordinator of all activities related to the preparation and realization of the book. A leading strategy for the successful functioning of the specialized publishing house is the series publishing (collections, sequels). The series is a mix of nonperiodicals, each of which has its author and title, but under a common concept, subject matter, topics and target readership. Types of series have been viewed together with their design and technology features.