Master's Thesis: Relevance at Risk

How independent book publishing may thrive in a digital age (circa 2007)

Written in 2007 to fulfill requirements for my Master of Arts degree from Alaska Pacific University, my full master’s thesis is below for my paid newsletter subscribers. Thank you for your support!

Abstract

Web publishing, digital content, self-publishing, on-demand printing, digitizing and search-optimizing text, and the networked book are all products of the technological revolution in an information age. Influences of these digital technologies have challenged every aspect of the book publishing industry, and independent publishers are struggling to integrate technology with traditional practices to sustain their businesses in a rapidly changing industry. This case study spotlights Chelsea Green Publishing, an independent house in White River Junction, Vermont, as an example of how independent publishers may publish and promote books in a variety of different digital media formats; develop Web communities and online content to foster author relations and support book sales; and brand themselves as the authority on their topic. Results examine, synthesize, and discuss how publishers may transition to a business model that incorporates e-commerce while supporting the 500-year-old tradition of a value-driven industry focused on selling quality books.

Contents

1 | Thesis Introduction: Contexts and Research Question

• Why I chose to study book publishing

• Overview: Book publishing today

• My research question: How are new technologies helping independent publishers not only compete but also thrive?

2 | Methodology and Data Collection

• Choice of writing a case study

• Case study design

• Data collection and issues of validity

• Ethical considerations

3 | Literature Review

• Introduction

• Roles and economics of traditional book publishing

• The new internet marketplace

• Production technology

• Digitization and multimedia content

• Conclusions

4 | Case Study: Chelsea Green Publishing, In Pursuit of a Sustainable Business Model in a Digital Age

• Introduction

• Recognizing change and opportunity

• Step one remains unchanged

• E-content sales and marketing

• Creating community

• Gauging progress

• Exhibits

• Case study references

5 | Theoretical Discussion

• How to use this case study

• Next steps for further inquiry

References

Find the pdf of the full 91-page thesis behind the paywall.