Book Depository BlogRSS
Tue, 09 Dec 2008 11:40
The Book Depository: What/who do you see as your primary market?
Robert Baldock (Yale University Press): We have two principal markets. The first is the scholarly community in the disciplines we cover (humanities, art history and the social and behavioural sciences), for whom we publish high quality specialist scholarship. But the more interesting challenge is packaging top scholarship for the broader market. In our view the finest, deepest and best-written scholarship has the potential to reach the trade marketplace, and our publishing has proved this over the years.
BD: What are the principal challenges/opportunities you see at the moment in the business of publishing books?
RB: The electronic challenge is clearly a preoccupation, and we are no wiser than the next publisher. Our view is that knowledge, and scholarship, will be captured electronically and move through different formats - digital, hardcopy, sound - and back again, according to demand. In the future books will have various lives in various formats. The impact of the electronic revolution, which we are living through, will be to democratize knowledge and information, and this is clearly its most significant feature. The challenge for publishers is to retain a role in the packaging and marketing of information, and we think we know how to do this. The bookseller, we imagine, faces a stiffer challenge.
BD: What brings you to the decision to publish a particular title/author?
RB: Many factors, The originality and importance of the work, the dexterity with which it is presented, the likelihood that it will sell, the current shape of our list, the intellectual curiosity of our editors, the reputation (and cordiality) of the author, and the desire for glory.
BD: What books are you most proud of having published?
RB: Books which change opinion, and books which give pleasure. This year, our centenary year, we shall issue a list of the hundred Yale books that have 'made a difference'. As for those that give pleasure, that is for the reader to choose.
BD: What books are you working on right now?
RB: At any one time we have around 300 books in progress. Right now we have in press new books by Barry Cunliffe, Ian Kershaw, Philip Ziegler, Alberto Manguel, David Abulafia, Marcus Tanner, Hugh Trevor-Roper...
These are The Book Depository's 5 favourite Yale University Press titles:
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