There is no one “correct” way to organize a publisher. Each organization is unique with different departments running the company. It could be Editorially-driven or Sales-driven. But regardless of which division is dominant, Marketing is at the center of it all.
Marketing can be defined differently by different publishers.
Marketing is the center of communications with every department. Every decision goes through it and the department then coordinates with all other stakeholders.
The American Marketing Association definition: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
The publishing circle – creating value throughout:
- MARKETING – connectors.
- AUTHORS & ILLUSTRATORS – the creators of the value.
- EDITORIAL – content. shaped and value is created.
- DESIGN & PRODUCTION – creating the packages. the feel and look. value is created.
- SALES – distribution to the market – value is created.
- CONSUMERS – who the content is for – value is created.
- PUBLICITY (MEDIA) – will learn from consumers and report on it – value is created.
- MARKETING – it comes full circle.
- FINANCE – hovers over it all. They are the ones who create the scorecard and tally the wins – value is recognized.
As long as the numbers are where they need to be — then publishers will continue to exist. Much has changed, but the basic structure has not. It is still about making public ideas and that is important.
Key external relationships – interacting with key partners:
- MARKETING – everyone.
- AUTHORS & ILLUSTRATORS – other authors and illustrators.
- EDITORIAL – agents and scouts.
- DESIGN & PRODUCTION – freelancers and printers.
- SALES – accounts, retail, school, and library.
- CONSUMERS – to other consumers.
- PUBLICITY (MEDIA) – to other media.
- MARKETING – everyone.
- FINANCE – bankers and insurance.
There are, of course, many more direct relationships and therefore many more lines on the grid (for instance, authors to consumers is a connection that is direct, but it is still best to run through Marketing so what the authors are doing can be backed up with Marketing to the accounts (Sales) or the readers or Media. Editorial connects with Sales direct, but Marketing is also in the loop for the sales materials are created by marketing to help deliver the message.
