Interview With Tina C. Weiner, Director, Yale
Publishing Course
1.
Who should apply to the Yale Publishing Course? The curriculum is geared to mid to
senior-level publishing professionals in all areas of responsibilities –
editorial, marketing, sales, business development, management, design,
production, and digital strategy. About 50% of the class is made up of
participants from outside the United States.
2.
What will participants learn? They will be brought up to date on the
latest innovations and trends in media and will acquire the skills and
knowledge that will enable them to advance their careers and lead their
companies more effectively. The curriculum focuses on:
understanding and utilizing new technological advances; strategic
planning for integrating print and digital; new ways to increase revenues and
monetize content; understanding and coping with ever-increasing disruption in
the industry; the financial realities of publishing today; how to reach global
markets; and how to motivate your staff and be a more effective leader.
3.
Why is the course focusing on these areas? We are trying to cover the most crucial
issues facing the industry today and provide a forum for open discussion of
these issues from a global perspective. We will discuss how technology is
influencing book publishing, magazine publishing, and digital publishing of all
kinds. The emphasis will be on how to adapt your content to print and
digital formats, how to find a sustainable financial model for your type
of publishing, and how to think about and plan strategically for the
future.
4.
How does Yale’s offering compare to other
programs? The Yale program is a
course – not a conference. The sessions are conducted in a classroom
setting with lots of interaction between students and faculty and a great deal
of time allowed for extensive Q and A. The class is limited to no more than 70
participants for each program ( book and magazine) to allow for a close
relationship to develop between the participants and allow one –on- one access
to the speakers. The Course is intensive and covers a lot of territory in 5
days, with conversations carried on outside the classroom at meals, breaks,
receptions, and special events. YPC’s emphasis on building leadership skills
and its informal atmosphere are, I believe, unique. I also bring in faculty
from the Yale School of Management which adds a business school perspective to
the program.
5.
What do you find rewarding and challenging
about YPC? The challenge is to
zero in on the most relevant topics and find the industry experts who are not
only innovators but who also are excellent teachers. I spend a great deal of
time and energy on this, and it seems to be working really well – based on the
feedback we receive from the attendees. The most rewarding thing for me has
been getting to know some really amazing industry experts and meeting incredible
emerging industry leaders in the from all over the world. I learn a
lot from both the speakers and the participants and I really value that.
6.
What trends are you seeing in publishing? I see more sophisticated approaches to
audience development and monetization of content; greater attention being paid
to discoverabilty; growing use of data analytics; increasing development of
other services offered by publishers; more attention paid to creating a
brand; greater focus on a global market; and more fluent integration of print
and digital formats. Across the board, I feel publishers are meeting the
challenges of disruption with less panic and more innovation and flexibility.
The Course always seems to highlight the fact that this is an exciting time to
be in publishing – one in which change is the only constant.
For
more information, please consult: http://publishing-course.yale.edu
IN
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Brian
Feinblum’s views, opinions, and ideas expressed in this blog are his alone and
not that of his employer, the nation’s largest book promoter. You can follow
him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when
discussed in the third-person. This blog is copyrighted material by
BookMarketingBuzzBlog ©2013
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