KENYATTA UNIVERSITY

INSTITUTE OF OPEN LEARNING

BLIS 206
PUBLISHING AND BOOK TRADE

GRACE W. KIMANI

DEPARTMENT OF LIBRARY STUDIES

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CONTENTS
1.0 INTRODUCTION
Publishing and book trade is a sector that touches on virtually everybody. It is a sector
that avails information materials for teaching, study, research and other types of work.
It is thus imperative that students in the field of information should be well equipped
with the operations of this sector.
In an effort to go by the set syllabus, this module has discussed various aspects of
publishing and book trade that are very useful to the information professional.

The historical background of the industry is discussed with a view to giving the
student background information that forms a basis for any study.

Different aspects discussed will equip the student with the required knowledge needed
to effectively acquire appropriate information resources for their users and also to
have some knowledge of the type of traders they will be dealing with.

Such aspects as the ‘economic of publishing’ and ‘running a bookshop’ will help the
professional gain basic knowledge on how to run a retail bookshop – very valuable
information for those wishing to be entrepreneurs in this industry.

There are also many problems preying this sector in Kenya and they are well
discussed in the module with possible solutions suggested.

The sensitive issue of copyright is a ‘must study’ topic for all students of information.
The topic is adequately covered.

Lastly, it is an accepted fact that Information Communication and Technology (ICT)

has affected all aspects of our lives. With the onset of e-commerce, those in the
industry have had an opportunity to use the Internet to do business. The module has
sought to discuss the effect ICT has had on publishing and book trade.

OBJECTIVES
The purpose of this module is to help you:

• Understand the operations of publishing and book trade industry.

• Identify the different types of information resources available

• Identify the different types of publishers in the industry

• Be able to acquire appropriate information resources for your users

• Know the different types of distribution channels that are in the industry

• Make informed decisions when acquiring information materials for your users
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• To be aware of the problems you may encounter as you acquire information

resources

• Have some skills that would help you in case you decide to start your own
bookshop.
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1 LECTURE 1

1. THE ORIGIN OF THE BOOK

1.1 EARLY WRITING MATERIALS

In this lecture, we will look at the different types of writing materials that were used
by the ancient people, the development of paper as a writing surface and the invention
of the printing press.

OBJECTIVES

§ By the end of this lecture, you should be able to:

• Identify the different writing materials used by the ancient

people.
• Explain the development of paper as a writing material
• Explain the importance of the discovery of printing press in the
book industry

INTRODUCTION
The book as we know it today can be defined as a number of printed sheets bound
together.
The ancient people relied on the oral transmission of information but as time went on,
it became difficult to store all the information and transmit it accurately. Later, as
communities developed, the need for writing was felt.
Many people experimented on different types of writing materials before the book
developed to the type we know today and we are going to look at a number of them in
this lecture.

PAPYRUS
Papyrus is a plant, which grew naturally in great quantity along the banks of the river
Nile. The Egyptians discovered that they could use this plant as a writing surface.
Strips of papyrus were cut longitudinally and laid flat on a board vertically. Another
layer was laid on top of these but at right angles i.e horizontally. The layers were then
joined together with glue pressed and dried in the sun and later smoothened with stone
for ease of writing.
Single sheets were often used for writing letters and other correspondences. But in
most cases, they were sewn together to form long strips that could be rolled up.
The roll was written on one side only and fastened in a wooden rod or roller and
wound up.
In a later period, the scrolls were replaced by what is known as the codex. It was a
type of book made from folding small sheets of papyrus together.

The use of papyrus as a writing surface later spread to other parts of the world like
Europe.
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CLAY TABLETS

People of Mesopotamia in the Valleys of Tigris and Euphrates used clay tablets as
writing materials. They had enough clay along these rivers and learnt how to make
flat clay tablets and to draw and write on them.
The tables were then baked dry and could last for a long time. The writing on these
tablets was wedge-shaped and came to be known as CUNEIFORM from the Latin
word ‘Cuneus’ – ‘wedge’.

TREE BARKS
Tree barks were also used as writing material especially in the Himalayan region and
in America.

TREE LEAVES
Tree leaves were used by the Tibetans usually to record Buddhist scriptures. They
scratched characters on the surface and colored it with black pigment. The leaves
were then drilled with holes and bound together.
PARCHMENT AND VELLUM
These writing surfaces were made from animal skin. The skin was usually well
cleaned; the hair scrapped off, and then smoothened to form a writing material that
was flexible and durable.
Vellum was from a calf and parchment from sheep or goat. A form of book was made
by folding and binding pieces together.
WAX TABLETS
These were tablets made of wood. A block of wood would be made hollow and
melted wax filled in. Writings were then made on the hardened surface. The Greeks
and Romans are known to have used these tablets to record accounts, legal documents
and for other correspondences.

METALS
Different metals especially lead were used as writing materials. Thin plates of lead
were used as writing material and were found in Northern Italy.
Bronze was used in Greece and Rome to write laws and treaties.
NOTE:
• Most of the ancient people used a pointed tool made of metal known as
the stylus as a writing implement.
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1.2 DISCOVERY OF THE PAPER

Chinese were the first people to use paper as a writing surface. They used mulberry
tree bark, hemp, linen rags and fishnets mashed together into a pulp, which was
pressed to remove the liquid, and then hung to dry in the sun. This art was then
spread across the world.

Let us now look briefly at the history of paper.

4,000 B.C. - Ancient Egyptian invented papyrus, which was nearly

like paper. Infact the word paper comes from
papyrus.

A. D. 105 - Chinese invented paper as is known today.

A. D. 610 - Buddhist monks spread papermaking art in Japan.

A. D. 751 - Chinese prisoners in Arab land taught the art to the

Arabs.
- Arabs took the art to Europe – Spain and later to other
Parts of Europe.

A. D. 1250 - Italy becomes a major paper producer –

A paper mill
was set up at Fabriano in 1283.

A. D. 1338 – 1470 - French monks produced paper to

write Holy texts.

A. D. 1411 - First paper mill was set in Germany.

A. D. 1588 - England began to make its own paper.

A. D. 1680 - First paper mill in Mexico.

A. D. 1690 - First paper mill in North America –

Philadelphia.

A. D. 1798 - Nicholas Robert invented papermaking machine.

A. D. 1850 - Friedrich Gottlob Keller of Germany devised a method

of making paper from wood pulp – But the paper was of
poor quality.

A. D. 1850 - Hugh Burgess an Englishman perfected the use of wood

Pulp by ‘digesting’ the wood with chemicals.

A. D. 1889 - Economically mass produced paper appeared in the

Market.
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Newspapers and magazines flourished and paper could

now replace slates in schools.

1.3 MANUFACTURE OF PAPER

Paper in early days was hand made. But this changed after the discovery of paper
making machines. As such, mechanized papermaking took over from manual
processes and this enabled mass production of paper that boosted the book industry.
Early paper was manufactured using rags as the raw material but after a time, rags
became scarce and could not meet the demand of paper.
As we saw from the chronology of development of paper, it became imperative to use
other raw materials for papermaking and wood became a substitute.

1.4 THE INVENTION OF PRINTING

Johannes Gutenberg has been credited with this revolutionary discovery. He invented
the movable type in 1430 and printed what has now come to be known as the
“Gutenberg Bible” in 1455.
Prior to the invention of printing, writers used to copy everything by hand.
Invention of printing was a landmark in the history of bookmaking.
The tedious, tiresome work of writers was replaced by the fast printing presses.
It used to take the writers along time to copy one book but with printing presses,
books could be produced in hundreds of copies. Supply was in great quantities and
prices of books went down and demand increased.
1.5 EARLY PRINTED BOOKS

Books printed in the 15th Century are known as ‘incunabular’. They looked more like
manuscripts than the printed book of today. In-fact, the types were designed to look
like handwriting.
They had no title page and even the authors name was not given unless they were by
very well known authors. Most of them were in Latin and vernacular.
Printed illustrations also appeared at this time and this enhanced the book as text was
now combined with pictures.
These early books were not bound since most people liked to have their books bound
to their specifications after buying them.
Summary
In this lecture, we have discussed the various writing materials of the ancient people,
the discovery of paper and the invention of the printing press.
We have seen that, the early printed books looked more like handwritten manuscripts
than the book, as we know it today.
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s Revision Questions
1. Identify and explain the different types of writing materials used by the
ancient people.
2. Distinguish between the present-day book and the incunabula.
3. Explain the effect of the discovery of paper as a writing material on the
book trade.
4. Explain the effect of the discovery of printing on the book trade.

Activity
Refer to the section on ‘Book’ in the Encyclopaedia Britannica and study the
development of the book from the 15th to 16th centuries and write comprehensive
notes.

Further Reading
1. Harley, E. S. (1964). Books: from papyrus to paperback. London:
Methuen
2. Encyclopaedia Britannica, 15th ed. Chicago: Encyclopaedia Britannica
Inc.
3. Winckler, P.A. (1978). Reader in the history of books and printing.
Englewood, Colorado: Information Handling.
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LECTURE 2
HISTORICAL DEVELOPMENT OF PUBLISHING AND BOOK TRADE
As we haves seen in lecture one, the discovery paper and the invention of the printing
press facilitated the development of the book industry. Books could be printed faster
and in multiples. Demand increased since many could now afford the book and trade
also increased.

In this lecture, we will discuss the historical development of the book industry
internationally and locally, noting the various landmarks.

OBJECTIVES

§ By the end of this lecture, you should be able to:

• Explain the development of publishing and book trade industry noting the
various landmarks.

2.1 INTRODUCTION

The early printers also doubled as publishers and personally sold their books. But
with the invention of printing press, specialisation in the trade developed.
The printer concentrated on printing, the publisher also later separated from the
bookseller to concentrate on organising, coordinating, production and distribution of
books.
Independent sellers who sold books through the bookshops appeared in the 17th
Century.
Books also became cheap and were no longer the property of the rich and other
products appeared in the industry e.g. newspapers and magazines.
Ideas and knowledge could now be spread fast through the industry’s many products.

To have a clear picture of the historical development of the industry, we will look at 4
major periods in the history of publishing and book trade.

2.2 MODERN PUBLISHING PERIOD 18TH – 19TH CENTURY

This is the period of industrial revolution and urbanization, which affected the book
industry significantly. Paper making machines were invented and books could now
be produced in large quantities. It was also a period where college/university
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education was encouraged thus increasing demand for books. All these contributed to
the growth of the publishing industry.
A number of the well-known large Publishing houses were also founded at this period
e.g.
John Wiley and Sons 1785
Harper and Row 1817
Doubleday 1897

Many of these houses specialized in educational and religious books but others also
catered for general reading.

Other notable developments in this period are the founding of the encyclopaedia
Britannica and legislation of British copyright Act of 1710 that enabled authors to
press for better terms of payments for their work.

2.3. WAR AND POST WAR PERIOD

During the 2nd world war, many publishers came up with what came to be known as
“armed forces editions” of their books mostly novels, which were supplied to the
soldiers in the field and this move created a reading habit in these soldiers.
Paperback industry was also boosted since most of these books were in paperback.

2.4 THE MERGER PERIOD

This was the 1960’s where a number of publishing companies merged into large
enterprises.
Small publishing houses welcomed this move because of the funds, which could now
be injected into their businesses.
There was also expansion of education and hence demand for educational books
increased. Publishing houses enjoyed booming business in this period.
2.5 POST MERGER PERIOD
With the available resources in the merging enterprises and high demand of
educational materials, publishing industry expanded tremendously.

Between 1963 and 1969, sales increased significantly. Most people could now buy
books and demand actually rose especially in the English speaking market.
Foreign firms were allowed to publish English books in their languages by buying
translation rights.
Subsidiary companies of major publishing houses were also established in foreign
countries.

The 1970’s were a period of economic hardship but the book industry survived and
continued to grow. This is mostly because the industry had experienced tremendous
growth in the 1960s and the expansion of the education sector that brought about
demand for teaching and study materials.
2.6 LOCAL PUBLISHING
2.6.1 BEFORE INDEPENDENCE
Missionaries started the printing of books in Kenya although they specialised in
religious material e.g. Dr. Krapt translated the Gospel according to St. Mark into the
Kikamba language in 1850.
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Ndia Kuu Press was established by The Church Missionary Society in 1940 and
became the first publishing establishment in Kenya with the aim of facilitating
production of books and other reading materials locally.

At independent commercial publishers were already in business. The main players in

the industry at this time other than the missionaries were:
• East African Literature Bureau
In 1948, East African Literature Bureau was established as an indigenous publishing
house through the recommendation made by Alspeth Huxley who had been
commissioned by the East African Governors conference in 1945, to enquire into the
needs of Kenya, Uganda and Tanganyika in regard to popular literature and to make
proposals as to how these needs might be met.
The Bureau’s functions were:

• To publish books for Africans both for general reading and education purposes
in English and African languages.
• To edit and publish popular magazines.
• To actively encourage and assist African authorship.
• To assist in the development of book distribution.
• Establishment and administer a lending library for African readers.

East African Literature Bureau was administered by East African High Commission
and later by the East African Community and worked closely with government
departments, missionaries and local authorities.
By 1947, E. A. Literature Bureau had published under its own imprint 46 titles in
English and 11 in African languages.
When the East African Community broke up, the bureau changed to Kenya Literature
Bureau. It became a parastatal under the Ministry of Education in July 1980.

• The Government Press

The Government press was established in Mombasa in 1895 and moved to Nairobi in
1907 where it published the official gazette of E. A. and Uganda Protectorate which
although not a newspaper acted as one.
• Longman
Longman appeared on the Kenyan scene in 1950 when a resident representative was
sent to the country.

• Oxford University Press

Oxford arrived in the scene in 1954 and like Longman the office was just a point of
collecting manuscripts and dispatching them to London for publishing.

• Indigenous Presses
Indigenous presses operated by Africans also appeared before independence.
Such well-known people in the industry as Gakaara Wa Wanjau and Henry Mworia
operated small presses that printed material for the Africans that included political
pamphlets.
2.6.2 AFTER INDEPENDENCE
After independence the government emphasised education as the main component to
national development.
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In 1964, Kenya Institute of Education (KIE) was set up and the Curriculum
Development Centre was one of its main sections charged with the responsibility of
developing school syllabi and also to write materials for teaching.
This then created a need for a publishing house to produce these materials and Jomo
Kenyatta Foundation (JKF) was founded in 1965 for this purpose.

Other publishing houses that appeared on the scene at this time included:
• East African Publishing House 1965.
• Equatorial Publishers

Foreign publishers who were participating in the industry at this time included:
• Longman
• Oxford University Press
• Heinemann
• Nelson
• Evans
• Pitman
• Cambridge University Press
Summary
In this lecture, we have looked at the development of the publishing industry both
internationally and locally.
The 18th and 19th centuries were the periods of industrial revolution and urbanization
and the publishing industry grew tremendously in this period.
The invention of paper making machines at this period boosted the publishing
industry.
It was also at this period when a number of well-known publishing houses were
founded.
During the Second World War, the industry was boosted by the emergence of' special
edition books for the soldiers.
The 1960s were a period of merging of different publishing firms to form large
enterprises.
The industry experienced both boom and hardship in the sixties and seventies but with
the expansion of education in this period, the industry survived well.
Locally, we have noted that missionaries started the publishing industry in Kenya
although they specialized on religious publications.

Further Reading
1. Makotsi, R. and Nyariki, L. K. (1997). Publishing and Book Trade in Kenya.
Nairobi: EAEP.
2. Chakava, H. (1996). Publishing in Africa: a one man’s perspective. Nairobi:
EAEP.
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s Revision Question
1. Outline the development of publishing industry highlighting the main landmarks
2. Explain the importance of the Huxley report to the development of the book industry
in Kenya.
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LECTURE 3

BOOK PRODUCTION PROCESS

In this lecture, we will identify and discuss the parties involved in the book
production process, scouting for the manuscripts, evaluating their worth and the
editing process.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Identify the different partners in the book production process and explain the
role played by each one of them.
• Discuss the process of book production from the time the author writes the
manuscript to the time it is passed for publication
• Explain the different aspects the editor checks in the process of editing

3.1 PARTNERS IN BOOK PUBLISHING

INTRODUCTION

Publishing and book trade is an industry that involves many people each with a very
important role to play. At every level of production there are different personnel
involved.
In the area of publishing there are authors, publishers, editors, proofreaders,
translators, artists, illustrators, book designers and production managers.

In the printing plant, there are typesetters, darkroom camera operators, plate makers,
machine minders, binders, quality controllers and trimmers.

In book distribution, you will find booksellers, bookshop managers, bookshop

attendants, purchasing officers and sales representatives.
Librarians, archivists and documentalists are also involved in the industry.

In this section we will discuss the five main players in the business, i.e. publisher,
author, printer, bookseller, literary agents and the consumer/reader.
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Publisher
The publisher has a central position in the production of books. It is the publisher who
has to make the managerial decision on the books to be published. His/Her functions
are: -
• Directing the whole enterprise of book publishing
• Receives manuscripts from author, evaluates and determines whether it is
worth publishing or not.
• Plays the central role in determining the worth of a publication – whether it
will reach the market or not. Most authors have no capability of publishing
their own works personally. They have to seek the services of the publisher
who has the know- how and the capital. It is thus the publisher who
determines whether the book will be published or not. They have to determine
whether the book will return the invested capital or not. They may at times
refuse to publish a promising book just because it is by a new author and
publish one, which is not too good from a prominent author.
• Provides capital for publishing thus taking the business risk. He /She finances,
editorial, printing, promotion, stockholding and distribution. So, he/she is the
entrepreneur who risks personal capital to start and venture into this business.
• Engages the services of specialists needed for the production of the book. E.g.
artists, translators, editors etc. Each one of these people is needed at different
stages of the book production and the publisher has to look for them and pay
them for their services.
• Commissions and supervises the work of printers. The publisher has to get the
best printer for the book at hand, gives instruction as to the type of book and
pays the printer.
• Directs the distribution to the potential market. If the book does not reach the
target market, then it will not be sold and the publisher may lose his/her
capital. As such, the publisher must ensure that the books are distributed to the
target market.

Author
• Could be employed by an institution, a government or working on his / her
own initiative. Those who are employed to write on certain issues or topics do
so on behalf of their employers. Organizations like the World Bank and
United Nations give funds to individuals or to consultancy bodies to research
and write on given areas.
• Creates the ideas to be put in a book
• So he / she is the one that initially determines whether to give the world a
publication or not. So he makes a conscious effort to give the world his ideas
in exchange for a some compensation
• In most cases, he/she is the owner of the intellectual property
• Is the first-owner of the right to publish the work created unless he gives this
right to somebody else, i.e. is the sole proprietor of the right of publication
• Copyright-law protects the rights of the author.

The Printer
• Is the manufacturer of the book.
• Receives manuscripts from the publisher, composes, prints and binds the
edition as directed by the publisher.
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• Takes business risk in general by setting up a printing plant when uncertain

how much business will be coming in.
• Help in book design, type arrangement, layout, colours and ink, selection of
paper type and binding.
• Printer also influences the design and general presentation of the book, thus
contributing to the appealing nature of the book and consequently to the
overall customer taste and this helps in marketing the book.

The Bookseller
The book seller could either be a small retail trader, a wholesaler or even a large
bookselling chain of shops. The bookseller generally;
• Gets the books from the publisher directly at a discount and sell to the reader
for profit. Others like small retailers get the books from the wholesalers and
sell to the readers.
• He links the publisher and the reader. Many publishers are situated in urban
centres but the booksellers are found where the customers are.
• Brings together different books from different publishers in one place for the
convenience of the customer. It would be very difficult for the reader to get
books straight from the publisher because this would mean going to different
publishers before deciding on the one to buy.
• Helps in the marketing, distribution and storage (stockholding) of the
publications

Literary Agents
• Help the authors search for suitable publishers
• Links the author and publisher with appropriate publishing thus saving his/her
time
• Sometimes advices the author on publishable materials

Reader/User
• Is the target of the publishing and book trade industry
• Can be individuals or corporate bodies like libraries or schools.
• His/her needs could be professional, educational, leisure or entertainment
• Has to be convinced to spend money on books through promotion
• The feedback he /she gives is very important to the evaluation of the industry
3.2 SCOUTING FOR AN APPROPRIATE MANUSCRIPT

A publisher who wishes to make profit through publishing must look for a manuscript
that will make a profitable book. One that the reading public will find useful and
interesting. One that will enrich the minds of the reader. A manuscript that will make
a book that has more to offer than what is already in the market.

Publishers at times have to influence their authors to write in those fields, which there
is an apparent need and those that they feel are untapped, but have potential.

Publishers also use different ways to get the manuscripts they publish. They
sometimes use literary scouts who act on their behalf in finding appropriate
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manuscripts for some fee. Their editorial staffs also look for good manuscripts and
recommend them for publishing.

There are times also when the author will approach the publisher with the manuscript
and if it is appropriate, the publisher accepts it for publication.

Some authors also use literary agents to sell their manuscripts to publishers.
Literary agents receive manuscripts from authors and look for appropriate publishers
and even negotiate terms on behalf of the author.
They do this for a fee, which in most cases is a percentage of the royalty the author
will receive from the publisher.

The figure below shows the different people who can get manuscript to the publisher.

Author

Literary Agents

PUBLISHER
Publisher’s Staff

Literary Scouts

3.4 EVALUATING A MANUSCRIPT

The editorial department of a publishing house handles this aspect of the book
production process. The moment a publisher accepts a manuscript for evaluation
expenses start to be incurred. It is therefore advisable to minimise these costs by
eliminating those manuscripts: -
• That are outside their line of speciality e.g. a religious publisher should not
incur any expenses by evaluating a medical manuscript. This is not in his/her
line of specialisation.
• That is not in an acceptable physical condition.
• That are too long or too short for the type of book they wish to publish.

Manuscripts could also be rejected if: -

• That type of book is censored in a particular country.

• If the publisher feels that the author has infringed on somebody’s privacy and
could result in a libel suit.
• Poorly written
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It should be noted that, some publishers only accept work from known authors and
have a tendency of rejecting new authors, a policy that is not favourable to the
publishing industry.
3.4 READING THE MANUSCRIPT
This is also part of the evaluation process. The manuscript is read by the editorial
staff of the publishing house or by an outside specialist to establish whether it is worth
publishing or not. A specialist’s help is sought to establish whether the facts written
are correct.

3.5 EDITING THE MANUSCRIPT

If the manuscript is accepted for publication, it goes through the copy editing process.
The copy editor helps the author to organise the ideas in the clearest, most orderly and
effective way.

The manuscript is thus prepared and arranged in such a way that the printer will not
have any problems while printing. The following aspects are looked at: -

Consistency
In this case, the copy editor helps the author to harmonise the different forms of
spellings, abbreviations, punctuations etc.
• On spelling, the editor ensures that there is conformity in the use of spelling e.g.
if the author prefers the American catalog or labor instead of the British
Catalogue and labour, then this should be maintained throughout the
manuscript.
• Punctuations should be correct and meant to help the user understand what the
user wants to say.
• The editor also helps in the use of uniform style of presenting tables, formulae
and illustrations.

Legibility
The copy editor ensures that the manuscript can be easily read, is clear and this helps
to minimise printing errors.

Grammar
The copy editor must ensure that, the grammar is correct without having to change the
author’s basic style and ideas he/she wants to express.

Clarity and Style

The editor should also ensure that, the ideas conveyed are clear and the style of
writing is acceptable.

Factual Accuracy
Although it is difficult to check the correctness of every fact in the manuscript, the
editor should establish that the facts discussed by the author are correct.
It is thus important for an editor to be widely read so as to immediately note any
incorrect fact as he/she reads the manuscript.
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Legality
The editor must ensure that the manuscript does not contain anything that could lead
to legal action being taken against the publisher.
The editor should also ensure that, the author has not violated the literary property
rights of other authors and publishers.

Propriety
Every publishing house has a policy on the type of material they undertake to publish.
Most of them will not publish anything that is pornographic or is not up to the
accepted standards and norms of a given society.
As such, the editor must make sure that the house policies and standards have been
adhered to.

Summary
In this lecture, we have identified and discussed the different parties involved in the
book publishing process. They are the publisher, author, printer, bookseller, literary
agents and the consumer or reader.
We have also noted the different ways a publisher may get the manuscript. The author
can directly contact the publisher or use the services of a literary agent.
When the manuscript is received, it has to undergo the process of evaluation to
establish whether it is worth publishing or not. The editorial staff then reads it or an
outside specialist who can be relied upon to establish whether the facts are correct or
not.
If the manuscript is accepted for publishing it goes through the editing process before
it is taken for printing.

Further Reading

• Smith, D. C. (1989). A guide to book publishing. Revised Ed. New Delhi:

Oxford.
• Raghavan, D. (1988). An introduction to book publishing. New Delhi:
Sterling

s Revision Questions
1. Explain the role played by the different partners of the book publishing
industry.
2. Explain the different ways that a publisher can get manuscript for publishing
3. Discuss the role of the editor in a publishing house
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Activity
• Take a book of your choice and analyse the editorial work using the
different aspects you have learnt.
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LECTURE 4

BOOK PRODUCTION PROCESS CONTINUED

In this lecture, we will discuss the process of designing the book, printing and binding
and also the publishing contract between the author and the publisher.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Explain the process of designing a book, printing and binding

• Identify and explain the clauses that are included in the author-publisher
contract and show their importance.

4.1 DESIGNING THE BOOK

INTRODUCTION
After the editor has read through the manuscripts and the corrections are done, the
Book Designer takes over. The work of the designer is to turn the manuscript into an
attractive and presentable book that will be understood by the target audience.
He/she must give the following details to enable the printer produce the correct type
of book.

• Size of the pages i.e. page measurement

• The kind and size of type. To an average person, it is difficult to distinguish
between the different typefaces. But a trained designer knows the best type for
a kind of book.
• Margin width
• Line spacing
• Arrangement of chapters
• Numbering of pages
• Illustration and tables
• Type of paper to be used
• Binding i.e. soft cover or leather
• Cover design, which must be attractive to the eye.

When all these aspects are looked into by the designer, one would expect the book to
look attractive to the potential reader, and for it to present the authors and illustrators’
ideas in the clearest and most intelligible manner.
 21

4.2 PRINTING AND BINDING THE BOOK

After the designer has finished the work, the printer takes over. At this stage the
manuscript undergoes two main processes.

• Composition process

This is the process of arranging the letters which form words that are to be reproduced
on the printed pages of the book - it is referred to as typesetting.

There are different methods used in this process and the printer must choose the one
to use.
In earlier days typesetting was done by hand.
Today, most people are using desktop publishing, which enables the publisher to
easily compose the letters by use of computer.

• Presswork involves applying ink to paper by use of a printing press.

4.3 BINDING

This is the process of folding the printed sheets of paper in the proper and correct
order and then binding them together to form a book and one has to decide the type of
binding the book should have.

The diagram below summarises the process a manuscript undergoes to the

time it becomes a book
 22

PUBLISHING HOUSE

Evaluation Process
• Eliminating irrelevant
manuscripts
• Reading the manuscripts

Editorial Process

Designing Process

Printing Process

Binding Process

4.4 PUBLISHING RIGHTS AND CONTRACTS

INTRODUCTION
If the publisher likes the manuscripts and agrees to publish it, the next stage is to set
out the terms of a business agreement between them.
This is a contract between author and publisher underlining all rules and regulations
of their partnership and has the following clauses.
 23

AUTHOR WARRANTY
In this clause, the author guarantees that;
- he/she is the one who has written the manuscript and thus is the sole
owner of the book to be published
- Is legally entitled to grant rights
- Has not given publishing right – to any one else
- has not copied/stolen the material to be published
- has not libelled or invaded somebody’s privacy
- He will get permission to quote other people work if need be.

GRANT OF RIGHT
In this clause;
- Author grants rights stated above for publication to publisher.
- The rights granted are specified and the geographical area they
are valid.
- States whose name copyright is taken i.e. author or publisher

OPTION ON FUTURE BOOKS

In this clause,
- Author can give publisher option to publish his/her future books
- But this claim does not give details of contract on future books.
- The author also agrees not to write any other book that would compete
with the one in question.

AGREEMENT TO PUBLISH
In this clause,
- Publisher agrees to publish the manuscript in a specified time or give it
up.
- Publisher agrees to issue the book in a suitable form.
- Agrees to consult with authors on the design of the book if need be.

PAYMENT TO THE AUTHOR

This clause states;
- Royalties and mode of payment and percentage
- Time of payment
- Any advance payment to be given

OTHER RIGHTS/SUBSIDIARY RIGHTS

This clause indicate the other rights not mentioned in the ‘rights clause’
mentioned above i.e. those rights the publisher can handle on behalf of the
author and how income from such rights will be shared. These rights include;
- Serialization of the book in magazines and newspapers, reports etc
- Translations rights
- Dramatic rights

FREE COPIES
This clause indicates how many free copies the author is entitled to
and what discount he/she can get for buying extra copies.
 24

MANUSCRIPT AND PROOF

In this clause;
- Author agrees to present the manuscript complete and ready.
- Author agrees he/she can be called to proofread.
- Can pay for excess author alterations.
- States who is responsible for preparing indexes and any other material
not-author created.

ARBITRATION
This clause is meant to provide amicable solution in case of disagreement
between the author and publisher.
Each party is supposed to choose arbitrator and in event of disagreement the
arbitrators will come in and look for a solution. The two also agree to abide by
the decision made by the arbitrators.

TERMINATION
This clause provides for ways of terminating the contract. But in many cases, a
publishing contract can be terminated at the expiry of the copyright on the book in
question.
The author can also terminate the contract if the publisher does not publish the book
or does not reprint it when required thus allowing it to go out of print.

Summary
We note that, after the editor has passed the manuscript as worth publishing, the
designer takes over and works on it so as to ensure that the end product is up to the set
standards and also appealing to the customer.
We have discussed the contract that must be signed by both parties before the book is
published and noted the different clauses it contains. It should be noted that, the
contract acts as a document that settles many issues that would be raised in the course
of the partnership between the author and the publisher.

Further Reading
Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi: Oxford.

s Revision Questions
1. Explain the role of a book designer in a publishing house
2. Discuss the rights of an author as given in a publishing contract.
 25

Activity
• Visit a printing press in your area note and write on the process of printing.

• Draw an author publisher contract between Mr. Kilonzo Makuti of Box 43844
Nairobi who has written a manuscript for a book to be titled “ Poverty
Eradication in Kenya” and the publisher, Ms Akinyi Nyakuti of Box 50600
Nairobi.
 26

LECTURE 5
ECONOMICS OF BOOK PUBLISHING
In this lecture we will look at the different aspects of economics of book publishing.
We will discuss the various costs incurred in the process of book production, look at
publisher’s income and the pricing of books.

OBJECTIVES

§ By the end of this lecture, you should be able to:

• Differentiate the various costs incurred in book production

• Explain the different sources of a publishers income
• Come up with a pricing schedule for a publication

5.1 INTRODUCTION

Just like any other business enterprise, publishing houses need to look at the most
profitable ways of running their business.
It should be noted that, a publishing venture is time consuming and capital intensive.
Before a manuscript becomes a book too much time and money will be spent on it.
As the publisher invests money in the business, he / she directs the whole enterprise of
book publishing by: providing capital, paying royalty to authors, financing editorial
staff and also meeting printing and distribution costs.

The publisher thus takes the business risks of possible losses. Therefore, he/she must
operate the business in a profitable manner. He/she must check the costs incurred at
any production stage and also make sure that the output will bring profit to the
business. He/she must thus look into what is termed as economics of publishing.
Such aspects of the business as costs, returns, and discounts and pricing must be
analysed well.
5.2 PUBLISHING COSTS

Publishers incur costs at every level of production. They have to pay royalties to the
authors, buy production materials like papers, pay the printer and the binder, and also
meet overhead expenses like rent.
Publishers must thus seriously study the different ways they can adjust costs at
different levels of production for decision-making.
They have to study how certain costs vary depending on the level of production. Such
questions as the following should be answered:
• How many books should be published and at what cost
• Should we reduce the selling price so as to sell more and if so will the costs be
met and still make profit
 27

• If this cost is reduced, what would be the overall effect

It is an agreed fact that, the cost of production will determine the selling price and this
will determine how many units/copies will be bought and consequently the profit
margin.

NOTE: If a book is too expensive, very few books will be able to buy.
5.2 TYPES OF COSTS INCURRED

Editorial preparation costs

These refer to those costs incurred in the preparation of the manuscript e.g.
payment to authors, illustrators, editors, translators, designers etc.

Physical manufacturing costs

These are costs that are incurred in the process of manufacturing or producing
the book. e.g. printers fee, cost of paper, ink, binding etc.

• Marketing and Distribution costs

These costs are incurred in the process of selling books. They include,
advertising costs, payment to sales representatives, order clerks, promoters, etc.

• Automatically varying costs

These costs automatically increase if the number of copies published is
increased.
They include: royalty payment to authors and payment for manufacturing
materials e.g. paper, storage and shipping.

• Unvarying costs
These costs are not affected by changes in the number of units produced. They
are fixed. i.e no matter how many copies are printed, the costs remain the same.
E.g. editorial expenses, illustration fee, promotion costs and overhead costs like
rent.

NOTE:
• Publishers should make accurate predictions about costs and income expected. As
they analyse the costs, they should answer such questions as how many copies
should be printed? At what price should the publication be sold? Should
advertising costs be incurred?

• One should also note that, ‘shorter-ran’ books would have higher fixed costs than
‘longer-run books’. This is because in ‘longer-runs’ books, fixed costs like
editorial fee will be spread over many units/copies. As such, in mass-market
paperbacks, fixed costs are less per unit since the units/copies are in large
numbers.

•
5.4 PUBLISHERS INCOME
As the publisher analyses profit, the following must be taken into account.
 28

• Selling price of the book – If this is too high then there is likelihood that
consumers will not buy. If it is too low it may mean that the publisher might
not make enough to offset the costs and still make profit. As such, the
publisher must come up with an acceptable price that will also realize profit.

• Number of copies sold – If the number of copies sold are too few, may mean
that costs will not be offset and this may also result in loss and remainder of
unsold stock. On the other hand if large number of copies are sold, this will
mean that the costs are spread over and profit will be large.

• Discount given to booksellers and any other buyers – Discounts may

reduce the expected profit but it can also act as incentive for buyers to buy
more.

• Other costs e.g. promotion and postage- it is important to be aware of these

costs since they will also affect the profit.

5.5 COST VS INCOME

Publishers aim at reducing production and distribution costs and increasing their
income.
Any decrease in costs increases income and increase in costs will decrease income.
As such, a publisher must weigh these two against each other at every stage of
production.
We mentioned above that, to cover the unit cost, some publishers increase the number
of copies printed thus increasing the income.
But it should be noted that, this is not always advisable because it could lead to
increased stockpiles and storage problems.

5.6 BREAK-EVEN POINT

Break-even point is that point where total income and total costs are equal i.e. at this
point; there is neither profit nor loss.
By calculating the break-even point, the publisher will know how many copies will
have to be sold to achieve profit.

To make profit, a publisher or any other manufacturing enterprise must ensure that
production goes beyond this point by increasing the volume of units. The publisher
must thus determine how many copies must be published so as to yield the target
income.

5.7 INCOME FROM SUBSIDIARY RIGHTS

Other than by publishing the book and selling to get income, a publisher gets income
from subsidiary rights. This is income from the sale or licensing of others to avail the
information in the book in other forms e.g.
 29

• Reprint rights
These are rights given to a party that wants to produce the original book into
other forms like paperback, abridged form, digest rights where magazines can
condense the book and even book-club rights.

• Film rights
Where publisher allows the book to be made into a film.

• Serialization rights
Where a newspaper or magazine is allowed to publish the book in a serial form.

• Translation rights
Where the same book can be translated in another language.

5.8 RETURNS

These are books that a bookseller is allowed to return to a publisher after a time
because they could not be sold.
Returns affect the target income since they are books that have already incurred
production and distribution costs and yet do not yield any profits.
But in most cases returns will depend on the agreement between the distributor and
the publisher.
A number of publishers also allow return of an outdated edition when they publish a
newer edition.

5.9 TRADE DISCOUNTS

These are discounts given to booksellers so as to sell the book at recommended prices.
Discounts vary according to different books and the type of buyer. It should be noted
that, discounts reduce the income of the publisher.

At times, publishers determine discounts for the entire categories of books rather than
for each title.

In many cases, an individual will pay the full price of the book but institutions will get
some discounts e.g. 10-15% while booksellers can get 20 – 40 percent.

5.10 PRICING THE BOOK

Before pricing the book, the publisher takes into account the total cost the book has
incurred and also such things as discounts and royalties to the author. But one should
also take into account the market needs and the competition. E.g. how have the
competitors priced the same type of books? Is your price too high?

The table below shows the type of a pricing schedule that could be drawn up by a
publisher.
 30

Ksh.
Selling price 5,000
Less trade discount 25% 1,250
Receipts 3,750
Less royalty 10% 500
3,250
Less production cost 1,750
Gross margin 1,500

(Adopted from Chakava, 1996)

NOTE
According to Chakava, the following problems are to be contended with in pricing of
publications.
• The publication may not sell in the time period assumed. In such a
case, the publisher is forced to increase the price.
• Currency fluctuations will also affect the prices of publications. If the
currency is devaluated, the publisher would be forced to increase the
prices of books
• In those countries where piracy is a threat, a publisher may be seen to
be pricing the books highly since the pirates’ price their reproductions
at very low prices because they do not incur production costs.
• If the booksellers and distributors mark-up the publication
indiscriminately, a situation arises where the same publication is sold
at different prices in the same country.
Summary
We have explained the different types of costs incurred in the process of book
production, the different factors that affect the publishers’ income and various sources
of a publisher’s income.
We have seen that, costs are incurred at every level of production from the time the
manuscript is received for publishing to the time it reaches the reader.
The costs incurred are either fixed or vary according to the number of units published.

It has been noted that publishers also get income from the subsidiary rights e.g.
translation of the book to another language or film rights.
Apart from the costs incurred in the process of productions, other items that affect a
publisher’s income include returns and discounts given to sellers.
We have also noted that, a number of factors influence the price of a book. These
include, the cost of production, discounts given and the price of competing books in
the market.
 31

s Revision Questions
1. Differentiate the different types of a publisher’s costs
2. Explain various ways a publisher can earn income from one publication
3. Giving appropriate examples, explain the following terms in relation to
publishing and book trade.
• “Break-even point”
• Returns
• Discounts

Further Reading
1. Smith, D. C. (1989). A guide to book publishing. Revised ed. New
Delhi: Oxford.
2. Chakava, H. (1996). Publishing in Africa: a one man’s perspective.
Nairobi: EAEP.
 32

LECTURE 6
THE MARKET FOR BOOKS
In this lecture we will look at the ‘Net Book Agreement’ that was passed in Britain in
1929 and its effect on the publishing and book trade.
We want to see how such an agreement can affect the industry wherever it is passed.
We will also look at the various categories of books in the market.
OBJECTIVES

§ At the end of this lesson, you should be able:

• Explain the effect of the net book agreement in publishing and book trade
• Identify the various categories of books in the market

6.1 INTRODUCTION

Most publishers prefer to rely on middlemen to sell their books to the readers.
Although it is possible for them to sell directly to the readers, they prefer to deal with
middlemen who can buy from different publishers and sell a wide range of books to
the reader. This arrangement enables them to specialise and avoid the hassles of
setting up bookshops.

When this pattern is maintained each market player specializes on one aspect of trade,
i.e.
Publisher

Seller

Buyer

The pattern also ensures that:

• A desirable competition will be maintained among publishers in the market.
• It will not be possible to condition the readers towards certain publications since
they will have a wide range to choose from.

We also take note that, the players in the book market have changed.
In earlier days, publishers mainly sold to retail outlets that dealt solely on books i.e.
bookshops. But today, this has changed.
Books are also sold through other outlets like supermarkets and exhibitions.
 33

A librarian will have to buy books from different publishers depending on the users
demand. As such, he / she will have to deal with publishers, publishers agents and
different bookshops in an effort to satisfy the users demand for information.
They have to keep in touch with all these book trade players to know the forthcoming
titles from the different publishers. They also have to read trade magazine like the
Bookseller, peruse through the different catalogues and book reviews to be able to
keep abreast of what is new in the market.

6.2 NET BOOK AGREEMENT

This is an agreement drawn up in 1929 and revised in 1957 between the Publishers
Association, The Booksellers Association and The Library Association of Britain
enabling libraries admitting the public without charge to receive a discount of 10% on
all new books purchased provided the library applies for a licence.
The Agreement stated that, a book should not be sold at less than the net price
stated by the publisher other than in certain circumstances.
It came to force after the practice of underselling which threatened to undermine the
book trade.
Its purpose was to make sure that the net price of books remained the same. Nobody
was allowed to undercut the other.
The agreement stated that, “As a basic rule net books shall not be sold to the public
at less than the net published price.”

NOTE:
• Net book Agreement offered retail price maintenance on majority of titles
published.
• It was up to the publisher to decide which titles were net and which were not.
• A net book was one, which was subject to the standard conditions of the
agreement.
• The net published prices are those set by each publisher for each published book
and should not be seen as a form of collective trade price fixing.
• In Non-net books publishers deliberately refrained from imposing a ‘net’ price.
These were mostly school and other textbooks, which are usually sold in multiple
copies for classroom use.

Advantages
• Helped to curb company undercutting of the price especially those, which
could put smaller firms out of business.
• Helped to remove unfair competition.
• Helped to stabilise prices especially on books, which the buyers would afford.

Disadvantages
• Compromised free competition in the market. By fixing a given price on a
book, it means that the laws of market forces will not apply and no matter
where the book is sold, regardless of other costs incurred, that price will not
vary.
 34

6.4 CATEGORIES OF BOOKS/ PUBLICATIONS

Trade Books
Trade books are those that are sold to the general consumer through retail stores and
bookshops.
Traditionally, these are hard covered books but there is now a trend to produce quality
paperback books in this category.
Trade books include both adult and young people’s titles touching on any subject
from fiction to music.

Religious Books
This term applies to publications that are primarily of religious nature. But it should
be understood that, these divisions are not rigid. It is possible for religious publishers
to publish a book, which by its content could be classified as a trade book.

Religious books are usually distributed through specialised religious bookshops

though they are also sold through general bookshops.
In Kenya a number of publishers are now specialising on these types of publications.
E.g. Evangel publishers.

Mass Market Paperbacks

These are sold primarily through newsstands, supermarkets and general bookshops.
They are usually printed on less costly paper so as to sell them cheaply and have
flashier and glossy covers intended to catch the readers eye.

Professional Books
These cater for different professionals and are divided into various categories e.g.: -
- Medical – catering for those in the medical profession
- Technical- catering for those in technical areas e.g. engineers.
- Scientific – catering for those in the field of science

They are directed at people in those professions but may also be used in Educational
programmes although this is considered a secondary market for them.

Mail Order publications

These are titles marketed directly by mail to the consumer.
They may be simple books unrelated to any other usually referred to as ‘one short
publication’.
Or they may be an existing series on a given topic; where a publisher produces the
current volume and sends it to those buyers who are in his mailing list. In such a case,
the buyer has no commitment to buy and can always return any book he/she does not
wish to buy.

Book Club Publications

Book clubs act as institution channels of books published by others. They usually
adopt certain titles of potential interest to their members and have them published or
reprinted for the club.
Elementary and Secondary Texts
 35

These are meant for classroom use and they may be hard or soft cover books,
workshop manuals and maps.
They are usually sold through general bookshops. At times, they are sold in bulk to
educational authorities for distribution to various schools.

College Textbooks
These may be hard or soft cover and may include Audio Visual items all used in
Higher Education.
Academic libraries are usually a secondary market for these.

Standardized Tests
These are published to provide general measures of intelligence, aptitude achievement
and ability in school, college and industry e.g. Toefel.

Subscription Reference Books

These are such as encyclopaedias and other sets of reference books like family
medical guides. Some are sold through the mail and others on a door to door sale.
Dictionaries, atlases etc. are included in this category.
Government Publications
These are published by government departments and ministries. Many of them are
printed by the government printer and hey include reports from commissions, annual
reports, development plans etc.

PERIODICALS
These are publications appearing weekly, monthly or periodically under the same title
each time, with a distinguishing number. Periodicals, which are generally research-
based and of scholarly nature are known as journals. Those that offer general material
for leisure are known as magazines.

Journals are usually published on a subscription basis and the publishers expect to be
paid in advance so as to ensure that they publish only what is on demand.
They are also despatched directly by the publisher to the subscriber.

Today, periodicals are published in a variety of format; printed format, CD-ROM

format, and online. Many publishers ensure that they offer the different formats to
cater for their different clientele.

Librarians who wish to acquire journals for their user need to note the following
factors that have influence this field today.

• Existence of massive number of journals to choose from

• The growth of knowledge has led to proliferation of journal publishing
• Journal publication today goes hand in hand with “ job promotion”. It is widely
believed that many of the journals published are just for the benefit of the author.
The cliché “publish or perish” applies here.
• Even as library budgets are being reduced, journal prices continue to escalate.
• Existence of monopolistic publishers mostly multinationals who price their
publications very expensively.
 36

Summary
We have looked the ‘Net Book Agreement’, its effect on the book trade and the
various categories of books in the market.
It has been noted that, a net agreement can help curb undercutting of prices
and this can protect small publishers to stay in business. On the other hand,
such an agreement can interfere with the market forces because it determines
the prices instead of leaving the forces of supply to determine this.

s 1.
Revision Questions
How did the net book Agreement affect the publishing and book trade
2. Would you recommend such an agreement for the Kenyan market? Discuss.
3. Explain the different categories of books in the market
4. Explain the factors affecting the publishing of journals.

Further Reading
• Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi:
Oxford.
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective.
Nairobi: EAEP.
• Baverstock, A. (1997). How to market books. 2nd ed. London: Kogan
Page.

Activity
• Visit one of the bookshops near where you stay and note the
different categories of publications being sold.
 37

LECTURE 7

BOOKSELLERS

This lecture will discuss different types of booksellers in the publishing and book
trade.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Identify and explain the various categories of booksellers in the market.

• The roles played by each type of bookseller
• Discuss the role of book clubs and explain how they work
• Explain what remainders are and their place in the book trade
• Discuss the role of second hand book sellers in the book industry

7.1 TRADITIONAL STOCK HOLDING BOOKSELLERS

These are the dominant type of booksellers in the market, otherwise commonly
known as bookshops. They usually hold stock for display for public examination,
which constitute new and older titles in demand. Such shops provide a valuable
service to the immediate community in which they are situated. But may also provide
a mail service to a wider public, sometimes specializing in a particular subject.
7.2 BOOK SELLING CHAINS

These are large bookselling middlemen that acquire from different publishers at
discounted prices. They have branches in different localities and most of their
purchases are centrally done at the headquarters. A number of them prefer to deal
with popular works of known authors because of the expected returns. Examples of
these are Blackwell and W. H. Smith of Britain.
7.3 INDEPENDENT BOOKSELLERS
Independent booksellers establish their businesses at different selling points especially
in urban areas. These are bookshops like Textbook Centre. They buy from different
publishers local and foreign and sell to individuals and institutions. Today, they have
intensified their stock range to include such items like stationery and CDs.
7.4 BOOK WHOLESELLERS / JOBBERS
Also called jobbers, these middlemen play an important role of linking the publishers
and the retailers or institutions. They are of great help to small bookshops who would
otherwise not be able to reach the different publishers.

They stock wide range of publications from different publishers.

By dealing with these wholesalers, retailers are enabled to avoid incurring
administrative costs that would result if they dealt with the different publishers
themselves.
 38

They also help publishers to sell in bulk instead of small quantities and to reach the
remotest of the retailers. They sometimes establish depositories for their stock at
strategic places.

Many wholesalers today are linked to their retail customers for faster services.

They also circulate promotional materials for the publishers to the retailers. But they
also produce their own catalogues of their holdings. Many have employed sales
representatives who call on bookshops for orders.
7.5 LIBRARY SUPPLIERS

They supply publications to libraries. Today, even with the budget cut in libraries,
many publishers and wholesalers are targeting this market. Although there are no
booksellers in Kenya who solely sell to libraries, they exist in developed countries.

They establish themselves in areas where rents are cheaper since they don’t deal
directly in retailing to individual consumers in an area.

They are also able to offer specialised services like:

• Availing advance information on future publications enabling the librarian to
evaluate the worth of the publication and also take advantage of any pre-
publication discounts.
• Circulate printed catalogs.
• Some provide pre-publication editions as samples for advance orders.

But, although library suppliers make it easier for librarians to acquire books, too much
reliance on them may lead to biased purchasers.

• Today, library suppliers are experiencing hardships in this market because of

the budget cut in libraries.
• Due to budget cuts and the high prices of books some libraries are forming
consortia to enable them buy in bulk at higher discounts even from publishers.

7.6 SCHOOL SUPPLIERS

These sell directly to schools. In Kenya, although there may not be booksellers who
solely sell to schools, most bookshops and publishers like targeting this market.

7.7 BOOK BANKS AND BOOK TRUSTS

These are mostly Non Governmental Organizations that solicit for book donations
from different publishers and distribute them to needy institutions usually free or at
minimal charges. The two most active of these in Kenya are the Kenya Book
Foundation and the Kenya Book Trust.

7.8 BOOK CLUBS

These are clubs or associations formed to help members get books. They buy selected
books from publishers at discounted prices and sell to their members at affordable
price. They sometimes get authority to reprint some special editions for the members.

The idea behind the origin of book clubs is that, if a publisher could be sure of a large
sale of any book, the quantity printed could be increased while the selling price would
 39

therefore be lower. It is also assumed that, there is a sizable market that could be
reached by the clubs through mail which traditional methods of selling would not
reach.

Conditions essential for a successful book club: -

• A large number of literate population who can afford to buy books but not
necessarily from bookshops and who need guidance in selection.
• Efficient postal services for book delivery.
• Efficient money transmission system.
• Aggressive promotion – to entice subscribers.
• Available printing equipment for producing large quantities of reprints at a much
lower price per copy.

NB: Some book clubs get authority from publishers to reprint books they have
previously published and they print them in book club editions after signing
some business agreement.
In this way, the book club publisher saves not only the cost of editorial development
but also the typesetting costs. The club can also afford to sell the book at a much
lower price to the members.
But small book clubs buy straight from the publishers at a large discount.

HOW THE BOOK CLUBS WORK

• Agreement with subscriber.
An agreement is reached between the club and the member where the member
becomes a subscriber by filling the subscription forms.

• Notification and Ordering

Subscriber is notified by mail each time a new book is to be issued as a book
club edition.
But the subscriber does not have to order the book offered – so if he likes what
he is offered, he notifies the club. Sometimes the subscriber can also choose
from previously offered books list instead of accepting new selection.
Most book clubs will insist that a member agree to buy a certain number of
books per year.
Sometimes free books are offered as bonuses after the subscriber has bought a
certain number of books.

• Newsletter.
Issued to all subscribers – usually contains new selection.
• Selection Committee.
Many book clubs have prominent people and authorities selection
committee. These are authorities in certain fields and can be relied to select
quality materials for the members.

• Promotion.
Promotion campaigns are usually carried out to recruit new members.
 40

• Special inducement.
These are extras given to members. They are usually free books and low
priced editions.
NB: Booksellers Complaints
There are times when a book club can buy a book at much lower price than a
bookseller can buy from the publisher. This has raised complaints from the
sellers.

7.9 SECOND HAND BOOKSHOPS

These sell already used books but sometimes can get the remaining stock from a
publisher.
They can be divided into the following categories:

i. Antiquarian
These deal in rare and valuable early printed books, i.e. rare editions, first
editions, etc.

ii. Specialist books

These specialize in one special type of publication e.g. travel, history etc.

iii. General books

This is the largest group. It deals in all sorts of publications and for all
categories of readers.

POINTS TO NOTE
• Second hand booksellers should advertise themselves well especially
locally. They should place notices in different localities letting people
know that they sell and buy old books.

• Direct advertising is also necessary. When they receive new stock, they
should notify those they think are interested in certain books of their
presence in the shop.

• Many also advertise in papers for their customers ‘wants’ i.e. a

customer will inform the seller the type of material she wants and the
seller will then put an advertisement asking whoever can supply it to
contact him.
• Second hand booksellers also buy from one another to satisfy their
customer wants.

• Trade in second hand books also requires one to have knowledge of

how to search for books printed earlier and those most probably are out
of print.

7.10 STREET BOOK SELLERS IN KENYA

These are booksellers who sell their ware in the streets. They are situated in different
parts of major towns, mostly out of the Central Business District.
Location
 41

Geographical location is very important to these sellers. They need to be in

areas where many people pass.
In Nairobi, most of them are found along Tom Mboya Street, Ronald Ngara
and the Estates especially in Eastlands.

Newspapers and magazine vendors are found in almost all major streets.

Some of these vendors have City Council licenses but others operate illegally.

Stock
They usually stock old and new books mostly primary and
Secondary school textbooks.
A number of them also stock old and new magazines though
some of them are pornographic.
Daily Newspapers and the so-called ‘alternative press’ are also sold in the
streets.

Sources of Books
• From publishers and bookshops – mostly remainders at reduced prices.
• From individuals mostly second-hand books and magazines.
• From auctioneers who mostly buy from expatriates who are leaving the
country.
• Discards from institutions.

NB: There has been speculation that a number of street booksellers also handle
stolen books especially from schools and Public University Libraries.

Pricing and Selling

Prices are usually negotiated on the spot.

Sometimes they may sell at very reasonable prices but can also overcharge if the
customer is not aware of the prices of books.
They advertise on the sport by shouting the prices.
Many of them also offer exchange terms where a customer can take two books and
pick one or one book plus additional charge and they get another one of their choice.
Clients
Their clients include school children, parents, high school students, college and
University students.
There are also those ardent readers of bestseller novels who find these books cheaper
than the bookshops.
Commercial textbooks sell very well in the middle of the year when college open.

Problems

• The materials are exposed to light, heat, dust, and rain. Most of them
use polythene paper to cover books. A feather-brush is used to dust the
stock every now and then. Polythene papers are used to protect the
books from rainwater. But the books still become dump.
 42

• Thieves are also a problem to the Jua Kali vendor. One has to keep an
alert eye when they are helping a potential customer.

• A number of them employ an assistant to help them sell but most of

them cannot afford one.
• Harassment by City Council Askaris.
Storage
The books are usually well arranged in a big wooden box, which is then wrapped with
a polythene paper locked and left mostly at the site, and the watchman of the nearby
building is left to watch.

7.11 REMAINDERS
These are books that have ceased to sell. Stock that has remained unsold after a
publication has been in the market for sometime. They can be said to be surplus
stock.

Reasons for remainders

• If the book is not from well known authors. People tend to buy books
from those authors who are established and have made a name for
themselves. Such authors like Ngugi Wa Thiong’o, Chinua Achebe,
Robert Ludlum, and Jeffrey Archer have already established themselves in
the field of fiction writing. Readers will thus opt to buy from such authors
than try a new comer.
• If the book is not well advertised, few will know about it.
• If it is not relevant to target market
• Over-estimating the target group i.e. producing more than the market can
buy
• If the book has been censured or banned.
• Any publication that is overtaken by curriculum changes will have a large
quantity remaining unsold.
• Overpricing the book
• When new editions are published, old editions are not bought

Remainders are dealt with in different ways:

• Sometimes they are sold to shops that offer them at very reduced prices to
customers who do not frequent traditional book trade outlets. This sometimes
produces enormous sales for certain books.
• A number of publishers donate their remainders to organizations like Book
Aid International to distribute to needy institution especially in the developing
countries.

Summary
There are various channels used to take publications to the consumers. They include;
traditional bookshops, large bookselling chains, library suppliers, book clubs, book
banks etc.
The market has new players and the traditional booksellers have a stiff competition
from new comers in the market like the supermarkets.
Some market segment relies on second hand bookshops and street book vendors.
 43

We have noted that not all that is published is sold. There are remainders, which are
sometimes sold to second handbook dealers or given away to book trusts for
distribution to needy institutions.
We note that, it can be quite risky for a librarian to depend too much on library
supplier because they could influence the buying patterns

s Revision Questions
1. Identify and explain the different categories of booksellers in the market today
2. What is the role of library suppliers in the publishing and book trade
3. Evaluate the importance of the street book vendors in publishing and book
trade.
4. Explain the term ‘remainder’ as used in publishing and show what effect
remainders have on the trade.

Activity
• Visit one street vendor and assess his / her stock noting the type and
categories of publications offered. Interview him/her and write a report
about that type of business.

Further Reading
• Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi:
Oxford.
• Baverstock, A. (1997). How to market books. 2nd ed. London: Kogan Page.
• Kariuki, A. (1987) Jua-Kali bookshops: a case study. Nairobi: Kenya
Polytechnic.
 44

LECTURE 8

BOOK PROMOTION
This lecture will look at the various promotional methods used in publishing and book
trade.
OBJECTIVE

§ By the end of this lecture, you should be able to:

• Identify the different promotional channels used in the book industry and
explain their suitability.

8.1 INTRODUCTION

The term promotion includes all the methods used by a publisher to let the world
know that a certain book exists and to make people want to buy it. Thus, it is meant
to inform, educate, persuade and create awareness that the book exists.

The promotion manager will have to decide how the available promotion funds will
be best spent and the promotional method to be used.

It should be noted at this juncture that, different books would need different
promotional methods and it is the responsibility of the promotional manager to decide
the best method(s) for the type of books they have.

8.2 PROMOTIONAL CHANNELS USED BY PUBLISHERS

ADVANCE NOTICES
These are notices sent by publishers to bookshops, booksellers, overseas
representative etc. notifying them of the forthcoming publication of a new title.
They are usually sent some months before the publication to enable the concerned
parties place orders.

The following information is usually included in the advance notices:

• Author, title and subtitle
• ISBN
• Series
• Date of publication
• Price
• Brief blurb
• Brief information about the author
 45

• Target audience
• Scope – what the book covers
• Content
• Publishers address, telephone and other contacts

For journals, advance notices should include the following information.

• Description of the journal
• ISSN
• Publisher and address
• Target readership
• Information of the editor / editorial group
• Number of issues per year
• Subscription details
• Cost
• Is postage and delivery included in the cost stated
• Information about sample copies
Note: The figure below is an example of an advance notice

JADINE PUBLISHERS
NEW BOOK INFORMATION
DATE OF PUBLICATION: JULY 2004

NOW IN PAPERBACK

TITLE: BOOK PRODUCTION IN PRACTICE

BY OTIENO ANYANGO

ISBN 4213672381 KSH.2, 500

SELLING POINTS:
Author is professor of book publishing / Kenyatta University
Contains local references

DESCRIPTION:
The book gives full description of the functions of a publishing house and a
step by step self instruction guide is included

READERSHIP
Recommended for all those in the publishing and book trade and those in
training

CATALOGUES
 46

Publisher’s catalogues are also very effective promotional tools. They show what a
publisher is offering at a given time.
One advantage of catalogues as promotional tool is that, they are not usually
discarded after use. Many booksellers and buyers keep them for future reference.
Most publishing houses update their catalogues on a regular interval eg yearly, or
after six months. But it should be noted that, this can be a costly venture and a
number of them produce updates separately.

JACKETS OR PRINTED COVER

The jacket or cover of a book is usually a promotional tool. It is the “eye catcher ”and
should therefore be attractive and appealing to customers.
The publisher’s blurb on the jacket must also give details of the book in such a way as
to satisfy the customer whose attention has been caught by the Jacket, i.e. it must
inform the reader as to what kind of a book is it, who is the author, etc.
Some publishers have been known to use exaggerated colours and print on the cover
and also make extreme statements on the jacket about the book thus giving false
impression as to the kind of book it is.
It is advisable to give simple accurate and responsible statements on the jacket and to
ensure that the artwork gives an honest suggestion about the book.
REVIEW COPIES

Publishers also send review copies to newspapers and magazines and even to radio
and television reviewers. Any book that is reviewed in such media will draw attention
and actually get free promotion.
It is also wise to draw up a list of people who review the books and if one is known
not to review the books sent to them, stop sending any.
SPACE ADVERTISING

This involves purchasing/buying of space in a newspaper or magazine for advertising

the book. It is also an expensive form of advertising but effective. One thing to note
though is that, newspapers usually have a short life. Many people read them on the
day they are published and then discard them and so, any advertisement on them will
have a short life span. On the other hand, people tend to keep magazines for longer
periods and any advertisement on them will have longer life span.

But if one decides to use the newspaper or a magazine, it would be advisable to first
check on the magazine or newspaper that the target audience reads, compare the
different charges and whether it will reach a wide market.

A keen bookseller will include the following information in any advertisement:

• Details of the publication – author, title, price, ISBN, date of publication and
publisher.
• Brief description of the book and its content and a statement of why the
publication is needed in the market – what gap it is filling.
• Author details and qualifications and also his\/her earlier works
• Target audience
• New features e.g. new edition
 47

• Testimonials from known authorities of such works or prominent people or

media reviews
• Ordering information

COUPONS
This involves sending a coupon attached to an advertisement to the reader who is
supposed to fill out details and send back to the publisher. This type of promotion
helps the publisher know the type of readership they have.

DIRECT MAIL ADVERTISING

Involves sending a book directly to selected target users. It is mostly used for books
for special audiences e.g. medical journals.

TELEVISION
The fact that television combines sound and images makes it a very powerful media
of promoting products. It markets the product to a very wide audience and although it
is an expensive media, a number of publishers have realised the benefits that accrue
from using it. Such publishers like Jomo Kenyatta Foundation and East African
Educational Publishers have started to use television as a promotional tool.

RADIO
This is also another promotional media used by publishers and although it does not
have visual presentation like the television it nevertheless is a very effective tool that
reaches a wider market than the television.
POSTERS
Printed posters often using an adaptation of the design of the jacket or cover of the
book are sometimes given to bookstores as well as being put in other different
locations for promotion purposes.

EXHIBITIONS

Exhibitions are very useful in promoting publications although they can be difficult to
plan and at times quite uneconomical.
Publishers use exhibitions to show and explain new publications and to capture
potential customers.
They have to decide the type of books to exhibits and the exhibitions to attend. E.g.
- International like the Frankfurt Book Fairs
- Regional / International like the Zimbabwe Book Fair
- National e.g. Nairobi Book Fair
- Localized e.g. where there are conferences and seminars going on.

NB: Some publishers sell books at exhibitions and also take orders for large
consignments.

CONFERENCES
Conferences for professionals in various fields are also target as promotional venues
by publishers.

INSPECTION COPIES
 48

Many publishers also send list of their publications to those whom they think can
order their publications asking them to identify titles they want sent to them as
inspection copies. Such people include teachers and librarians.

FREE COPES
At times, publishers send free copies of their books to certain persons they think
might help in promoting the book by virtue of their positions. These are such as,
Lecturers, and other opinion leaders who can influence others to buy the book.

PUBLICITY
Publishers also take advantage of free promotion by alerting the media of the
publication of a certain book, which may be carrying important news or is authored
by a prominent person.
If it carries interesting news, this is given to media and is released as a news item.
Such news could be related to new discoveries in science and technology or the title
could be a biography of a prominent person.
In Kenya some of the books that have enjoyed such publicity because of their authors
include:
• Kenyatta, Jomo. Facing mount Kenya.
• Saitoti. G. The Challenges of economic and institutional reforms in Africa
PRICES/AWARDS
Some books benefit from the promotion resulting from prices awarded to them by
organizations such as the Nobel Prize, the Norma Award.
In some countries, there are many book prizes and publishers try to keep track of them
and send appropriate publications for entry/consideration. Any book that wins such
award / prize is guaranteed popularity. The media usually publicizes
MAGAZINE/NEWSPAPER PUBLICATIONS
Sometimes parts of the book can be used as magazine articles or newspaper feature
sometimes before publication. This draws attention to the forthcoming book.
The magazine or newspaper publisher is expected to pay for use of the material from
the book.

COMPETITIONS
Some publishers also organize competitions either through the radio, television or the
print media as a way of promoting their products. Competitions and contests ensures
that the public is involved with the product in question.

INCENTIVE OFFERS
This involves offering additional products when one buys the product in question.
E.g. one may offer calculators to go with scientific books or CDs to accompany music
books.

PERSONAL APPEARANCE BY AUTHOR

Sometimes if the author is someone with an international reputation appearance as a
lecturer or radio speaker, guest of honour at a dinner or reception can be of great
value. This will publicize the book.

PROMOTION THROUGH THE INTERNET

 49

Many publishers are promoting their publications through the Internet. They have
created web sites where they display what they have to offer to customers. Online
catalogues are available enabling customers to search those publications on print by
title author or ISBN.

PROMOTION OF GROUPS OF BOOKS

When a publishing house is young and the number of books it has brought out is
relatively small, it is easy to list all the books and promote them as a group.
COOPERATIVE PROMOTION
In this case publisher and bookseller join forces to promote publications and share the
cost.
Summary
The methods used to promote publications are many and varied. It is not possible to
use all of them and so, the decision is left to the one in charge of promotion. Such a
decision will be based on the type of publication being promoted and the funds
available

s Revision Questions
1. Explain the different promotional methods used in publishing and
book trade.
2. Why would one use television and not the radio for promoting their
books:
3. Compare and contrast the use of newspapers and magazines as
promotional media in publishing and book trade.

Activity
• Take one book of your choice and prepare an advance notice you wish
to send to those who buy your books.
 50

Further Reading
• Smith, D. C. (1989). A guide to book publishing. Revised ed. New
Delhi: Oxford.
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective.
Nairobi: EAEP.
• Baverstock, A. (2000). How to market books. 3rd ed. London: Kogan
Page.
 51

LECTURE 9
BOOK INDUSTRY IN KENYA
In this lecture, we will discuss the historical development of the book industry in
Kenya, look at the current state of the industry and explain the different categories of
publishers in the country. We will also look at the categories of publications published
in the country.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Explain the development of the publishing and book trade in Kenya.

• Explain the state of art in publishing and book trade in Kenya
• Identify the different categories of publishers in the country
• Discuss the effect of multinationals in the industry
• Evaluate the effect of government involvement in the industry

9.1 HISTORICAL BACKGROUND

Missionaries whose main aim was to print religious material and translate the Bible
and Hymnbooks into local dialects started the publishing industry in Kenya in the late
19th century.

The Church Missionary Society played a major role in this area and it is known to
have started printing non-religious materials later e.g. it started the Taveta Chronicle
which was the first periodical in the area.

As the white population increased in East African demand for publications also
increased. Thus, in 1899, Uganda mail was started and the East African Standard in
1902. The Government Printer was established in 1895 and the government official
Gazette was launched in 1899 for printing government notices, reports etc.

A point to note is that, apart from the religious publications, most

of the others were mainly meant for the Europeans.
The Africans could not read English which was mainly the
language used to publish

The colonial government is also known to have encouraged foreign publishers like
Longman, Oxford University Press, Macmillan, and Thomas Nelson, to do business
in the country.
 52

They procured manuscripts and sent them abroad for publication. They also bought
titles from abroad for sale locally.
9.2 PRESENT STATE
The main players in the publishing sector in Kenya today can be categorised into 4
main groups, i.e. basing the categories to ownership.

• State-owned publishing houses

• Subsidiaries of multinationals
• Indigenous publishing enterprises
• University presses
9.2.1STATE-OWNED PUBLISHING HOUSES

These are government owned publishing houses. They are set up, controlled, funded
and managed by the government. In Kenya, government involvement in publishing
started in the colonial days when the then government set up the government printer
in 1895 to print government reports and other official records.

Other state ‘concerns’ came much later. Jomo Kenyatta Foundation was established
in sixties and Kenya Literature Bureau in eighties.

9.2.3 MERITS OF GOVERNMENT INVOLVEMENT IN PUBLISHING

• Can be used to publish in those areas and languages that commercially and
privately owned enterprises do not venture into because they are not profitable.

• Used to promote and implement government policies

• Could be used to promote and develop indigenous authors.

• A major handicap in publishing in most-developing countries is ‘Lack of funds”

therefore, many cannot afford to venture into the industry. State participation
avails much needed capital for investment into the industry

• A state corporation can be used as a development vehicle for publishing those

books, which are relevant to development in all sectors.

• Could be made to avail publications at affordable prices without looking at

profit maximization thus enabling the industry to reach even marginalized areas.

• Publish relevant materials for the citizens that are geared to national
development.

• Create employment opportunities for the citizens who also can interpret the
cultural needs of the citizens and publish accordingly.
 53

9.2.4 SHORTCOMINGS OF GOVERNMENT INVOLVEMENT IN

PUBLISHING

• When a government involves itself with publishing total control and censorship
could result. The publishing House could be used as a propaganda organ of the
government. Freedom of choice would then be curtailed.

• Government interference may result in political appointment and

mismanagement of the publishing houses to the detriment of the publishing
industry.

• There is danger of State Corporations becoming monopolies and hence

producing low quality publication.

• Due to the available funds from the government they are given an undue
advantage over other publishing enterprises especially the indigenous
publishers. This may bring unfavourable competition in the market and this
could negatively affect the industry, e.g. because some of their costs are met by
the government, textbooks published by these enterprises could be 20-30
percentage cheaper (Chakava 1996).

9.2.5 INDIGENOUS PUBLISHING HOUSES

These are owned by private citizens entrepreneurs. E.g. phoenix publishers, Dhillon
publishers and East African Educational Publisher (EAEP), which was earlier, owned
by Heinemann.

It should be noted that many of these Publishing Houses are preyed by a multitude of
problems all originating from “inadequate funds” and a number of them close down
after only a short time in operation.

Of late, a number of them have been doing quite well in such fields as children and
religious books e.g. Focus Publishers and Cana Publishers.

9.2.6 SUBSIDIARIES OF MULTINATIONALS

Multinationals entered the publishing scene in Kenya in the colonial days. The main
players in this category today are Macmillan and Oxford. Longman, which had sold
off to locals and became longhorn, has also come back. Others are selling their
materials through various agents.

Multinationals have the following advantages over the indigenous publishers: -

• Access to more capital
• International reputation that make them attract popular writers
• Established international distribution network
• Have access to quality managerial, editorial and production skills
 54

Problems associated with multinationals in the publishing industry include;

• Repatriation of profits.
• Making the country a receiving market for their foreign published materials
most of which are not relevant to the country’s citizens.
• Preferring to publish only known or reputable authors thus discouraging
upcoming indigenous authors and inhibiting their development.
• Preferring to publish in the English language thus contributing to the uneven
distribution of publishing materials to the citizens. A number of people
especially in the rural areas cannot read or write in English.
9.2.7 UNIVERSITY PRESSES

These are attached to universities and are usually started with the intention of
publishing works emanating from faculties.
The most active university press in Kenya is Nairobi University Press.

9.3 CATEGORIES OF BOOKS PUBLISHED IN KENYA

9.3.1 TEXT BOOK PUBLISHING IN KENYA

This is publishing for the educational sector. There has been a big problem in
textbook publishing in Kenya.
Over a time, this sector has been preyed with many problems. A government project
called ‘National School Equipment Scheme’ was charged with the duty of
supplying textbooks to schools until 1988. Many publishers were dissatisfied with the
scheme because the state publishing houses published the majority of these books.
But with the coming of the World Banks SAP programs of cost sharing, the scheme
was stopped.
Today, the government has started a scheme where the government buys books and
the publishers have to submit their publications to Kenya Institute of Education (KIE)
for vetting before they are recommended for schools.
It is a very competitive field since different publishers compete to fulfil the demands
of a set syllabus.

Most of the Kenyan book business is derived from textbooks. It is a sector that takes
time to develop requiring experienced authors, editors, illustrators etc. It also requires
big promotional and advertising campaigns. But even with all this, a publisher whose
book is accepted as a class text gets a steady income that can enable him / her to
venture into other type of publishing.
This is why major Publishing Houses in Kenya today have at least one textbook to
serve as their backbone. E.g. Jomo Kenyatta Foundation (JKF) has Primary
Mathematics Oxford has New Peak English and Longman has Msingi wa Kiswahili.
Others have come up with class supplementary as revision books, which are quite
popular in the textbook market e.g. ‘Gateway Series’ by Longman and ‘Gold medal
series’ by Macmillan. (Chakava 1996)

Over-publishing in some fields and neglect of others is also a major problem in this
sector. Such fields as English, Kiswahili, Mathematics and business are over
published while areas like Chemistry and Physics remain untapped.
 55

9.3.2 RELIGIOUS BOOKS

Some of the most active players in this sector are Evangel Publishing House; Bible
Society of Kenya and Uzima Press. They publish religious publications e.g. Bible
stories and translates Bible and Hymn Books. But a number of them have come up
with texts’ for study and teaching. Most of them print, publish and distribute their
publications.
9.3.3 FICTION PUBLISHING IN KENYA

This is not a really developed sector in Kenya. There is too much reliance on foreign
publications in this market.
But some authors/publishers have come up with notable titles that have gained
popularity e.g.
• The men from Pretoria by Hillary Ngweno
• My life in Crime by John Kiriamiti
• Doomsday by Wahome Mutahi
9.3.4 ORAL LITERATURE

Publishers started publishing this category when oral literature was introduced in
secondary schools in the 1970’s. Such titles as Oral Literature of the Masaais and
Oral Literature of the Gikuyu were published by Heinemann.

9.3.5 CHILDREN’S BOOKS

There is heavy reliance on foreign books in this sector but a number of publishers
have come up with Children book series e.g. Sparrow Readers and Paukwa Pakawa
Series by EAEP.
9.3.6 ACADEMIC AND TECHNICAL BOOKS

These are books for study and teaching tertially and higher education sectors.
Unfortunately most of the books in these categories are imported. But the University
of Nairobi Press, Academy of Science Publishers and African Centre for Technology
Studies Press have published a number of University textbooks of high quality.
9.3.7 JOURNALS

This is another area that is not well developed in Kenya. Most academic journals
have to be imported especially for tertiary and higher learning. This means that our
higher education sector has to rely on foreign journals and our researchers and
Academics have to write in foreign published journals.

But some faculties in the public universities have ventured into this field mostly with
the help of donors or the universities themselves e.g.
• University of Nairobi law journal
• Maseno journal of education, arts and sciences
• Egerton journal of humanities, social science and education
• East African Journal of life Sciences; published by Department of Botany -
Kenyatta University.

Professional societies have also come up with periodicals they refer to as journals that
discuss issues pertain to the field concerned. E.g.
 56

• Accountant: Journal of the institute of certified accountants of Kenya.

• The Eastern African journal of Human rights and democracy. By East African
Institute of Human Rights
• Management. Official journal of Kenya Institute of management
• Maktaba: Journal of the Kenya Library Association
• The Kenya Insurers: Journal of the Association of Kenya insurers
• The Kenya surveyors: The official journal the institute of surveyors of Kenya.

Summary
Publishing in Kenya is said to have been started by missionaries who in their
endeavour to spread the Word of God printed the hymnbooks and the Bible in local
dialects. These were mostly meant for the Africans.
Today, there are four main publishers in Kenya namely; Government publishing
houses, Subsidiaries of multinationals, indigenous publishers and university presses.
We have seen that, different types of books are published in Kenya. The textbook
sector is quite competitive and has been preyed with problems for a long time.
Kenyans still rely to heavily on foreign published fiction and journals.

Further Reading
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective.
Nairobi: EAEP.
• Makotsi, R. and Nyariki, L. K. (1997). Publishing and Book Trade in
Kenya. Nairobi: EAEP.

s Revision Questions
1. Describe the historical development of publishing and book trade
in Kenya.
2. Describe the four main publishers in Kenya.
3. What are the merits and demerits of government involvement in
publishing?
 57

LECTURE 10

PROBLEMS EXPERIENCED IN THE PUBLISHING AND

BOOK TRADE IN KENYA

In this lecture, we will look at the different problems experienced in the publishing
and book trade in Kenya and also discuss possible solutions.

OBJECTIVES

§ By the end of this lecture, you should be able to:

• Explain the problems faced by the publishing industry in Kenya and suggest
possible solutions.

10.1 LANGUAGE
Lack of a language policy in Kenya has negatively affected the publishing industry in
Kenya.
Most publishers prefer to publish their books in the language that is widely used.
Authors also will tend to publish in that language that is widely read. This is why
there are many publications in English today than in any other language in Kenya. It
is also the official language and the language of institution. Very few will venture in
to vernacular publishing since they feel that there is not enough market there.

On the other hand publishers have felt that they would rather come up with one
publication that will reach many after that venture into the highly fragmented market
of the vernacular languages.

A major implication of this scenario is that, a large segment of the market will not be
reached by the industry. This problem would be solved if there were a policy on
language, which would give guidelines in this area.
The government can also help in this area by funding certain types of publishing
programmes especially in the vernacular.
Authors could also be encouraged to write in vernacular by giving them special
incentives like awards and prizes.
The government and those involved in the industry could also come up with programs
where they contract authors to write in vernacular.
 58

10.2 AUTHORSHIP

The following are the main difficulties associated with the authorship: -
• Publishers prefer to publish work of known and established authors thus turning
away and discouraging upcoming authors.
• Many authors lack training and writing skills and so most are turned away by
publishers who may not want to incur expenses and use their editorial staff time
in polishing such manuscripts.
• Kenyan authors have found it extremely difficult to survive on writing alone.
Thus many take it as a part-time activity or a hobby thus failing to devote most
of their time in this field.
• Many of the Kenyan authors cannot write in vernacular language so as to tap
that market that does not understand English.
• The Kenyan market is dominated by educational material. Those who write for
the set curricular have a better chance of being published. This is ‘dictating’
aspect of what to write in order to be published and has a negative effect on the
publishing and book trade industry.
• Many Kenyan authors are also not competent enough to write books in such
areas as reference and technical and consequently these areas are ignored.

To offset the above problems, it is suggested that:

• Kenyan publishers should encourage local authors by sponsoring upcoming
authors.
• That the government and those in the industry to come up with a language
policy that would come up with guidelines.
• That the government and the players in this sector should start training institute
that would give impart much needed skills in this field
• Publishers could be encouraged to accept works from upcoming authors as a
way of encouraging them
• Author’s works should be protected against piracy by enforcing the copyright
law.
• Introduction of incentives like giving awards and other prices could also
encourage the authors to devote more of their time to writing.

10.3 LACK OF A READING CULTURE

Kenyan have been accused of not having a reading culture and this has negatively
affected the publish industry.
Some have blamed this situation on: -
• The African been mostly an oral person e.g. story telling, singing and dancing
and so, does not read much after completing school.

• Economic hardships have also contributed to this in that many will give
priority to foods for the family other than buying reading materials.

• Technology has also contributed to this culture. Many would rather watch
television or listen to the radio than read.
 59

• The Kenyan family has also failed to influence the young into becoming
readers. Many stop reading after completing their formal education and so do
not provide role modelling to the young.

• Existence of an education system that puts too much emphasis on passing

examinations. As such, people just read for examinations and they are not
trained in reading for leisure.

• Lack of relevant reading materials has also affected the reading habits of
Kenyans. We have noted that quite a number of the publications in the
Kenyan market are foreign. These publications are not appropriate and the
Kenyan population do not identify with them. So they will read with a
purpose e.g. passing examinations and after accomplishing the purpose they
stop reading.

Solution should be found for these problems: -

• Provision of reading facilities to the young is very important. This is the age
when reading habits are formed. Book exhibition and book fairs help a lot.
Reading tents like the ones organised by Kenya National Library help alot.
Setting of school libraries should be encouraged also.

• Price control could make publications affordable.

• Parties involved in the industry i.e. government, publisher and bookseller should
assist in research to establish problems of reading and how they could be
solved. Also try to ascertain the reading interests of their target audience, so as
to make publications relevant.

10.4 ILLITERACY
You remember that, in 2003 when the Government of Kenya declared ‘free primary
Education’, schools were unable to contain the population that enrolled. There were
people who otherwise could not afford schooling and had stayed at home. Illiteracy
has not been eradicated and many cannot read or write and have no use for books.
This has negatively affected the publishing industry.

10.5 LACK OF EFFECTIVE BIBLIOGRAPHIC CONTROL

An effective bibliographic control would allow interested parties to know what has
been published in a country over a period. Kenya National Library is mandated to
produce the National bibliography but it has not been able to do this adequately. It is
thus not easy to keep tab of what is being published in the country or the trend the
industry is taking.

10.6 POVERTY
A large percentage of the Kenyan population is still leaving under very poor
condition. Most of them exist on bare minimum. They thus cannot afford to buy
books. The little they have is used to buy essentials for survival.
 60

10.7 LACK OF ADEQUATE FINANCES

Lack of funds would hinder development in any sector. Many publishers especially
the local/indigenous experience this problem.
This means that:

• They cannot undertake publishing ventures that require large capital

investment. E.g. reference book publishing.
• They also cannot afford to employ well-trained staff
• They cannot afford to attract known and reputable authors since they cannot
pay them adequately
• They cannot afford to put money aside for promotion.
NOTE: In 1984, a seminar was organized by the Dag Hammarskjord Foundation
and held in Arusha, Tanzania to look for ways of developing autonomous publishing
capacity in Africa. The foundation came up with a loan guarantee scheme for
indigenous publishers for starting and strengthening their publishing ventures
(Makotsi and Nyariki 1997). This scheme helped a number of indigenous publishing
houses to expand their businesses.

10.8 PERSONNEL
The industry is still affected by lack of properly trained personnel. But this is
changing now with the Universities and Polytechnics offering publishing as major
courses.

10.9 GOVERNMENT POLICIES

A number of government policies have negatively affected the industry:
• Establishment of state publishing corporations and favouring them, thus
neglecting other players in the industry.
• Sudden changes in the curriculum by the government does not give publishers
enough time to plan and publish adequate and appropriate material for school
market. Actually, in the latest changes of curriculum, publishers complained
that the ministry of education delayed the release of the recommended lists to
such an extent that they could not print the books on time and consequently,
schools had to use old lists.
• High taxation especially in the printing paper has also been a major drawback to
the industry.
• Censorship especially of books on politics has also negatively affected the
industry.
10.10 LACK OF NATIONAL BOOK DEVELOPMENT COUNCIL

A book Development Council could give guidelines on book development,

production, distribution, copyright, training, etc.
There is no such a body in Kenya and the industry is then left to develop in anyway.

10.11 DISTRIBUTION AND INFRASTRUCTURE

With a large part of the population living in the rural areas where the infrastructure is
not well developed, and with the same population being scattered, it becomes very
difficult to establish selling points. It is also very difficult and costly to take books to
some areas of the country because of poor roads. Selling points are thus concentrated
in the urban areas where the infrastructure is favourable.
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Summary
The problems faced by the publishing industry are many and varied. The parties
involved in the industry should come together and seek lasting solutions for the
development of the industry.
The government especially has to give full support to the industry by improving the
infrastructure, facilitating in training and policy on book development and alleviating
poverty and illiteracy.

s Revision Questions
1. Outline the main problems faced by publishing and book trade in Kenya.
2. Explain why there is a tendency of writing in English than in vernacular.
3. How is has the government policies affected publishing and book trade in
Kenya?
4. Explain how authorship problems could be solved for the development of
the industry.

Further Reading
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective. Nairobi:
EAEP.
• Makotsi, R. and Nyariki, L. K. (1997). Publishing and Book Trade in Kenya.
Nairobi: EAEP.
 62

LECTURE 11
PROFESSIONAL ASSOCIATIONS
This lecture discusses the role of various professional associations in the publishing
industry and the role they play.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Identify the various professional associations involved with book industry in

Kenya.
• Explain the role of professional associations in the industry.

11.1 INTRODUCTION
Professional associations are very important in any industry. They serve as umbrella
bodies that bring different parties together for the promotion of the industry.
The main professional associations in the book industry in Kenya include; Kenya
Publishers Association; Kenya Printers Association; Kenya Booksellers and
Stationers Association; Kenya Library Association and African Publishers Network
(APNET)

11.2 ROLE OF PROFESSIONAL ASSOCIATIONS IN THE INDUSTRY

Professional associations should facilitate the growth of the industry by looking at the
following aspects:

Authorship
Professional associations should promote indigenous authors who are able to write
books that are relevant to the country’s readers.
They should also facilitate training for authors and set standards of authorship.
They are expected to encourage authors by starting award schemes and competitions,
e.g. Kenya Publishers association gives the Jomo Kenyatta award.
To overcome the financial problems faced by authors associations are expected to
assist by sponsoring them to write on specific areas.

Training
Organizing seminars workshops, conferences, and short courses for writers, editors,
production teams etc.
Associations should be involved in formulating curriculum for publishing and Book
Trade.
Can also set up training programmes that are geared towards the needs of the country.
Influence government to set up training in schools.
Influence government policies
 63

Professional association should intervene to influence the government to either end

those policies that negatively affect the industry or push for the enforcement of those
that are need for the promotion of the industry.
They should intervene matters of the copyright, recommended school books,
censorship etc.
They could for example influence the government to sign international copyright
laws, enact and enforce the same.
They should step intervene if they note injustice in the way textbook tenders are
handled.
They should intervene in cases of censorship where the industry is threatened.

Note
By organizing forums and seminars where they invite government representatives and
decision makers professional associations are able to voice their grievances.
Distribution Marketing and Promotion
Organize joint promotion programmes that enables the members promote their
publication at much lower rates than normal.
Influence development of infrastructure by lobbying through different political and
administrative organs.
Organize book exhibitions where members are able to sell and promote their
publications.

Publish professional journals and newsletters to inform and educate both the public
and members

Financing the industry

Provide, solicitate and facilitate credit schemes to members
Provide funds for research and authorship

Promote the industry’s image

Come up with standards, guidelines and codes of conduct for the members and also
invest in marketing the industry.

Cooperation
Professional associations are supposed to link up the members with international
communities by initiating and establishing cooperation with international and other
national associations that are in the same trade or profession.
Provide forums for professional dialogue
By organizing seminars, conferences and workshops for the members they provide
platforms for exchange of ideas.
11.3 KENYA PUBLISHERS ASSOCIATION

It is the umbrella body of publishers in the country and a member of the International
publishers Association. Its main objectives are:
• To encourage the spread of printed books throughout Kenya and beyond
• To promote and protect publishing industry in Kenya.
• To protect members dealing collectively with problems
• To cooperate for mutual benefit with other organizations concerned with the
creation, production and distribution of books
• To Promote the development of public interest in books
 64

• To serve as a media for exchange of information with respect to publication,

sales, copyright and other matters of interest to book publishers located in
Kenya. (From KPA Website)

NOTE: KPA organizes the annual Nairobi International Book Fair.

11.4 KENYA LIBRARY ASSOCIATION

Formed in 1973 to bring together librarians in the country and facilitate the growth of
the profession.

11.5 WRITERS ASSOCIATION OF KENYA

Registered in 1972, became inactive and then reactivated in 1978 basically to promote
Kenyan literature and develop the members professionally.

11.6 KENYA BOOKSELLERS AND STATIONERS ASSOCIATION

Founded in 1972 to promote the interests of its members and facilitate development
and promotion of books and stationery trade in Kenya.

11.7 KENYA PRINTERS ASSOCIATION

Set up in 1979 also to promote the interests of the members and facilitate the
development of the trade.

Summary
Professional associations have an important role to play in the promotion and
development of publishing and book trade.
As an individual it is very difficult to be heard on certain issues concerning an
industry. But when professionals and business colleagues come together, they form a
strong force that can raise issues with the government and they are heard. Just one
person cannot raise such issues as censorship, taxation, copyright etc. It is thus
imperative that the associations are strengthened for the growth of the industry.
As a strong professional association, they will be able to solicitate for better credit
facilities for their members and also provide forum for exchange of information and
ideas.

s •
Revision Questions
Explain the role of professional associations in publishing and book trade
• What are the achievements of Kenya Publishers Association?
• Why is it important for the Kenya Publishers Association to have
relationship with other associations internationally?
 65

Further Reading
• Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi:
Oxford.
• Kenya Publisher’s Associations Website.
 66

LECTURE 12
SETTING UP AND RUNNING A RETAIL BOOKSHOP
This lecture is aimed at equipping you with practical knowledge of how you can set
up your own retail bookselling shop.
We will look at the factors you should consider before setting up a shop and also the
various aspects of running such a shop.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Explain the factors that you consider before setting up a bookshop

• Explain how you can run a bookshop

12.1 INTRODUCTION
A book retailer is one who sells directly to the consumers. He / she must buy from
different publishers so as to offer the consumers a variety of publications.
Just like any other business, a book retailer must ensure that, a number of things are in
place before setting up the business. He / she must also have some skills or employ
people with these skill for the success of the business.

In this section we will look at the various factors one has to consider before setting up
a bookshop and also identify some of the aspects one should be take note of in the
running the business.

12.2 FACTORS TO CONSIDER

MANAGEMENT
Management/entrepreneurship factor is a very necessary aspect for the success of a
retail shop. The manager/entrepreneur should have knowledge of books and be
competent in business management.
Know the aspects of book trade – e.g. right-books for the markets – Trade tools e.g.
publishers’ announcements and catalogues etc. Know how to order books locally and
overseas.

CAPITAL
Adequate capital is necessary for starting the business, furnishing and paying rent or
lease of building, paying overheads etc.
One should ensure that they have adequate capital especially in the first year for
running the business since you do not expect to make profit immediately.
 67

A well-run business will develop well and one can start asking for credit terms from
publishers on the basis of how the business is doing.

PHYSICAL LOCATION
It is advisable to set a building in a well-frequented area e.g.
- On a main street
- In a shopping area
- Near a University or learning institution
- Near other gathering areas

NB: More crowds are not necessarily an indication of a good place for you could set
up one in a crowded area but then people might have low buying power.

It is therefore good to locate the business near your customers i.e. near people
who will be interested in buying the books.
INFRASTRUCTURE
As you consider the location, infrastructure should also be looked into. You need a
location, which is well serviced in terms of communication and transport. A place
where you can get your stock from the publishers or wholesalers without incurring too
much expenses.
The success of any business will depend also on the existing transport and
communication infrastructure. You’ll need to set a bookshop where there is adequate
infrastructure so as to be able to communicate with suppliers and customers.
SECURITY
Consider the security of your shop as you consider location. It is possible to get a
location that is cheap and well inhabited but if the customers you are targeting will
not feel secure when coming to your shop then look elsewhere.

PERSONNEL
Ensure that you have well-trained and adequate personnel You will need to hire shop
attendants, cashiers and security personnel.

12.3 RUNNING THE SHOP

SIZE, SHAPE AND LAYOUT OF THE SHOP.

The shop should have adequate space for customers’ movement and other rooms like
stock room and washrooms must be available. One must avoid putting stairs in the
centre because they take up too much needed space.

Windows will depend on the space of the shop facing the street. Make the windows
attractive if you use them for advertising.

Avoid having too many windows because they will take up wall space that is needed
for shelves and other fixtures.

Remember too much decoration on the window can distract attention from the books
on display.
Ensure that it is easy to get to reach the windows for clearing.
 68

FIXTURES
Shop fixtures should be functional but also appealing.
Shelves and racks may be made of wood or metal whichever is cheaper or affordable.
Shelves along the walls should be of standard size to enable a person of average
height reach the top shelves.
Get some adjustable shelves sizes they are adaptable to the many sizes of books e.g.
dictionaries encyclopaedias, atlases etc.
Avail some tables also for display.
Space between fixtures, tables and racks should be wide enough for easy access to all
parts of the shop.
A table for wrapping should be placed near the exit and there should be space for cash
register.
Adequate lighting is also very important.

STOCKING THE BOOKSHOP

Before buying any stock, one must be sure of the kind of books that are right for the
market. Therefore, books can be bought from either a jobber or a wholesaler or even
the publisher so as to offer a wide variety to the customers.
It is advisable to buy in small quantities and replenish as they sell otherwise one
might buy too much and be unable to sell all.
DISPLAY OF STOCK
Display the stock on open shelves, open racks and on tables. The customer should be
allowed to handle any book. Create different departments to cater to a varied
clientele.

STOCK CONTROL
This is ensuring that you have the right and adequate stock into your shop at any one
time.
Poor stock control will result in;
• The shop running out of its supply of a required book e.g. best seller and thus
losing business.
• A seller reordering too many copies of a title because of not knowing how
many have been sold – thus tying up needed capital unnecessarily.
Therefore, a record of purchases and sales should be well kept and regularly checked
e.g. at the end of each day. (Smith, D. C. 1989)
Today ICT has helped a lot in stock control especially by use of ISBN, one can easily
tell what they have sold and what is remaining.
ANNUAL PHYSICAL INVENTORY (STOCKTAKING)
A physical inventory should be made at the end of each fiscal year so as to;
• Be able to know what stock is available in the shop and its value.
• Know the value of the stock in the shop
• Establish how long the stock has stayed in the shop
It is advisable to close the shop to customers during the stocktaking exercise so as to
avoid interruptions. It is also good to involve every member of staff available so as to
speed up the exercise.

CLEARANCE SALE
There are times when one will need to identify that stock which has been in the shop
for a long time and sell it at reduced prices through the popular method of
“clearance Sale”.
 69

Such a sale will enable the retailer to

• Clear the shelves of that stock that does not sell and has overstayed in the
shelves.
• Bring in much needed money
• Capture new customers who may only buy books when they on special offer.

NB: The best time for clearance sale is before the physical inventory of the stock is
taken.

PROMOTION
A bookseller should also ensure that he/she reaches the widest market possible by
advertising his / her shop.
Summary
Before setting up a bookshop, one will need to check on a number of factors. The
basic factors that should be looked into are management, capital, physical location,
security and personnel.
One should ensure that they have somebody who is skilled and knowledgeable about
books to run and manage the bookshop.
If the owner intends to run the bookshop personally, then he/she would be advised to
learn about the trade for the success of the business.
The entrepreneur/owner should also make sure that adequate capital is available for
rent/lease, salaries and stocking the shop.
The location is also a very important factor to consider in terms of the target market
and their buying power.
We have also seen that, the way one arranges the shop is very important and the
fixtures should be fixed to suit the customers and facilitate sales.
We have also explained how to stock the shop, take stock control measures, and the
importance of clearance sale.

s •
Revision Question
Explain the basic factors you would look into before setting up a bookshop.
• Why is stock control important in a bookshop?
• Explain the importance of stock taking in a business such as a bookshop.

Activity
• Visit one bookshop in your and assess its location using the factors you
have learnt in this lecture.
 70

Further Reading
• Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi:
Oxford.
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective.
Nairobi: EAEP.

LECTURE 13
INFORMATION COMMUNICATION AND
TECHNOLOGY (ICT) IN PUBLISHING AND BOOK
TRADE
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Assess the importance of ICT in publishing and book trade

• Explain how ICT has affected publishing and book trade.

13.1 INTRODUCTION

Information Communication Technology (ICT) has greatly influenced publishing

industry in its entirety; i.e. the whole industry from the time the author writes to the
time the book or journal reaches the consumer or reader.
These days, most authors do not handwrite the manuscript or use the typewriters.
Many of them have the state of art computers and are able to think and input their
manuscripts using word processing software and even send the same to the publishers
in diskettes.

The publisher is also able to use computers in his / her office and even communicate
with the clients through the Internet. As such the industry has also entered the field of
e-commerce with online buyer-seller interaction.
 71

In this lecture, we will look at the different ways ICT has affected publishing and
book trade from the author to the final stage where the publication reaches the reader.
13.2 AUTHORSHIP STAGE

• Authorship and presentation of Manuscripts is now quite different. The format has
changed altogether. Authors now are using word processors, which are far much
better than typewriters to write their manuscripts. Word processors make the
work easier to correct and edit.

• Many authors have also turned publishers. Quite a number of them who would
have been turned away by publishers have their work published through the use of
such computer software such as Desktop Publishing.

• Authors are also presenting their manuscripts in diskettes and not in handwritten
or typewritten formats and this makes it easier for the publisher to input, edit and
correct.

• Location of input could be anywhere and the author does not have to present the
manuscript personally. The author can now use the e-mail facilities to send the
manuscript to the publisher.

13.3 EDITING AND PRODUCTION

• Editing facilities are available in the computer. They are fast and reliable.
Production has therefore become faster. Such work as making indexes and cross
references, which was tedious before has been made quite easy and faster through
the use of computer.

13.4 PRINTING STAGE

• With ICT, the author hands in the manuscripts, which is ready for printing.

• New method of printing and production facilitated by word processing and

desktop has removed the need for first “composition” by the typesetter.

• The quality of the work is also enhanced by availability of such things as colour in
illustrations.

• Printing has become quite easy and it now possible to reprint needed copies faster.
13.5 DISTRIBUTION

Norton and Smith (1998) have summarise the role of the Internet in distributing such
items as books; “The Internet can change the way products can be delivered,
especially those which are information-based, such as books, newspapers,
magazines, or anything involving a mix of text, sound or pictures. Such products
can be downloaded from the Web at much lower costs than those of traditional
print and distribution.”

Publishers are now using ICT to do business because it is enabling faster and easier
interaction with the customers.
 72

The Web, which does not have any physical limitations, is a very flexible medium and
many are benefiting from its use.
Online services have enabled easier and faster selection and ordering. Many
publishers have now established web sites where they show what is available in their
warehouses.
Customers are able to select what they need from their own computers and they can
also order in the same way.
This has reduced the delays, which are there when postal services are used.
It has also reduced cumbersome paperwork.

13.6 PROMOTION

Publishers are now using the Web to advertise their products. This way, they are able
to reduce the costs and reach a very large market, which they would not otherwise
reach in traditional methods.
Reviews can be read through the Internet and feedback provided instantly. Pre-
publication can also be sent through the Internet – this is faster.
Advertising brochures and catalogues are put in the web and can be updated and
modified easily.
The e-mail has become a very important marketing tool. It cheaper and faster than the
ordinary mail and can be used by publishers to send press releases and any other
advertising information packages.
13.7 IN-HOUSE OPERATIONS

Computers are now used in the offices for word processing; writing letters, memos
and any other communication needed in the work places.
In a publishing House, ICT has helped record keeping. Filing and retrieval is also
made easier and reliable than the manual operations.
Order lists and catalogues can be produced much faster and easily by use of
computers.
Inventory control is also easy and reliable through the use of ICT; it is quite easy to
know what has been sold and what is still in the shop or warehouse.
It has also become quite easy to follow orders and payments from the customers
13.8 WAREHOUSING
Use of ICT in the industry has helped reduce the warehousing expenses.
Overcrowding is also reduced. Use of ICT can allow publishers to print on order
instead of printing too much stock that will lie idle in the warehouses.

13.9 NEW PRODUCTS IN THE MARKET

With ICT in the industry, new products have emerged for the market, which are not
necessarily paper based. Publishers are digitising information for easy access through
the Internet. Electronic resources are available both online and offline. These include,
CD ROMs, e-books and e-journals.
Today, many publishers are offering information access facilities not just selling
tangible publications. Users and libraries are now subscribing to e-resources.
It is also possible to buy parts of a books or just e-subscribe it instead of the whole as
this extract from a catalog by Taylor Francis indicates; “you can choose to rent e-
books… if you choose a single chapter from a title as set reading for your students,
they can access it online …”
 73

Summary
ICT has affected the whole of publishing industry; from the time the author uses the
word processor to input his/her thoughts to the time the user uses online catalogue to
select what to buy and even places the order through the email.
We have seen that the author today does not use the typewriter but inputs his work in
through a word processor, which facilitates correction and editing. He/she does not
have to personally present the manuscript to the publisher, but can do so through the
email.
Editing and printing have become quite easy. Publishers are now fully into e-
commerce. They are advertising their products through the net, contacting their
customers and colleagues in the same and have even developed new products like e-
journals.

s •
Revision Questions
Discuss the effect of ICT on publishing and book trade.
• How has ICT affected the traditional printer?

Further Reading

• Norton, B. and Smith C (1998). The Internet in Business. Abingdon:

Bookpoint.

Activity
• Visit one library of your choice, identify all the electronic
information resources they have and explain their usage.
 74

LECTURE 14

BOOK DEVELOPMENT COUNCILS

In this lecture, we will define book development council look at the functions of an
ideal council and also the proposed Kenya Book Development Council.
OBJECTIVES

§ By the end of this lecture, you should be able to:

• Define book development council

• Explain the functions of a book development council
• Explain the proposed functions of the Kenya Book Development Council

14.1 INTRODUCTION

A book development council is a body mandated to co-ordinate and promote the

creation, production and distribution of books in a country.
Problems in the book industry that such a body would help to solve includes;
copyright, costs of production and distribution, import duties of raw materials,
personnel etc.
Such a body also helps in solving conflicts among industry members and provides a
common platform for exchange of ideas.

14.2 FUNCTIONS OF A BOOK DEVELOPMENT COUNCIL

It should be a centre where policy on the on book promotion, production and

distribution are formulated.

It should advice on how books should be developed in a country.

Give advice on policies on importation and procurement of raw materials for the
industry.

Identify thorough research any gaps that exist in the provision of reading material and
find ways of filling these gaps preferably with indigenously produced material.

Facilitating and promoting effective book distribution channels thus ensuring that the
public is well served and provided with appropriate reading materials.

Encouraging exchange of information.

 75

Compilation and dissemination of information about books published in a country i.e

statistical information like how many books are published in a given period,
bibliographical and technical information.

Organizing training programs for personnel in the book industry e.g. courses,
workshops and seminars for writers, editors, publishers and booksellers.

Facilitating research on the reading habits of the citizens.

Promotion of excellence in the book industry by setting up award and prize

programmes for authors, publishers, artists and printers.

Be a national copyright information centre, negotiate sale, and purchase of copyright

with foreign agencies.
Mugiri, (1988) stated that an effective national book development council should be
organized as a non-profit making organization committed to strengthening and
streamlining the infrastructure and activities in the book industry. In this regard a
book development council should guard against: -

- Having vested interests in certain sectors of the industry – it should remain

neutral and have a national outlook.

- Functioning in a routine manner – it should free itself of routine procedural

pressures so that it can objectively appraise policies and practices affecting the
industry directly or indirectly.

- Having mediocre personnel and inadequate mandate and authority – should

have people who are devoted to the cause of the books and the objectives of the
council.

- Having too many people in the Board and Committee who are too busy to be
available to give advice and services to the Council when required.

- Having loosely formulated constitution and plans of action – plans of action and
the instruments of the council should be specific to facilitate implementation.

- Becoming either a tool of neither Government propaganda policies nor a lobby

for the private sector. (Mugiri, 1988)

14.3 NATIONAL BOOK DEVELOPMENT COUNCIL IN KENYA

Efforts were made in 1980 to establish National Book Development Council in Kenya
and it was registered in 1982. However, even with the registration and much
encouragement by UNESCO, the council has existed in name only.
In a re-launching conference sponsored by UNESCO in 1988, excellent
recommendation were made and it is assumed that if the council could only have
started functioning, then, the industry would have been more developed than it is
today.
The conference recommended that:
 76

Authorship
• Authors to be encouraged and their rights protected by ensuring the effecting
and enforcement of the copyright law.

• Incentives to be introduced for authors so as to encourage them to write e.g.

giving awards and certificates.

• Develop guidelines for authors and facilitate proper channels of

communication between the authors and the publishers

• Help the authors financially by providing grants

• Consult with the government to give tax relief to the authors as a way of
encouraging them to write.

Publishers and printers

• Help this group by offering grants and facilitating / soliciting loans
• Consult with the government in the abolition and/or reduction of duty on the
industry’s raw materials e.g. paper.
• To initiate talk with the government to avoid monopoly on text book
production

Book Distribution
• Streamline book distribution by giving guidelines on the role of each player in
the industry
• Come up with regulations on storage, packaging and credit to help in
distribution.
• Assist in training distribution personnel
• Assist publishers in getting tenders on books

Developing a Reading Culture

• Ensuring that relevant literature is published for the citizens
• Recommend to the government that reading should be encouraged throughout
ones school life and to this end school libraries should be part of every school
system
• Encourage reading competitions in schools
• Encourage production of materials for the visually handicapped
• Encourage creative writing in schools
• Develop library user education in schools
• Develop literature for children
• Facilitate book promotion activities e.g. exhibitions
• Develop public libraries to cater for all especially the young
• Carry out research on reading habits
• Encourage translation of appropriate and good books
• Improve Kiswahili and vernacular readership
• Review the cost of paper and other raw materials needed by the industry, so as
to reduce the prices of books
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Develop personnel
• Compile a directory of all those institutions, local regional and internationally
that offer relevant training programs.
• Conduct periodical surveys of human resource requirements in the industry
with a view to establishing appropriate training programs.
• Solicit funds from donors for training purposes
• Put emphasis on information technology skills
14.4 STRUCTURE OF THE COUNCIL
The council was to be made of:
• Permanent secretaries in the ministries of education, culture and social
services, commerce, finance, Information and broadcasting, transport and
communication and planning and National Development.
• University librarians
• Chief archivist
• Chairman, board of adult education
• Secretary-general, Kenya National Commission for UNESCO
• Federation of Kenya Employers
• Central Organization of trade Unions – COTU
• Directorate of industrial training
• Kenya National Union of Teachers –KNUT
• Representatives from the following associations – Kenya Publishers, Kenya
Library Association, Kenya book sellers, Graphic designers and artists and
Kenya Writers Association
14.5 PROPOSED FUNCTION OF THE COUNCIL
• To assist in formulating and executing national book development plans in
collaboration with others members of the industry.
• Carry out periodic investigation of reading preferences of different classes of
people
• Survey and study main problems of the industry
• Introduce progressive and up-to-date techniques of book production.
• Collect data on books published in different languages and publish the same
• Compilation and publication of directories of authors of publishers,
booksellers etc.
• Organize book exhibitions and fairs.
• Launch and publicise new publications through appropriate media
• Initiate and administer book production awards
• Provision of book information and technical services for different components
of the industry
• Facilitate production and improvement of reading materials for children and
visually handicapped.
• Coordinate and execute international and regional
project of UNESCO and other agencies concerned with the book industry
• Facilitate cordial working relationship in the industry
 78

Summary
A book development council is a body that facilitates the development of book
production in the country. It provides guidelines on book production, promotion and
distribution. It would also provide a forum for the parties involved in the industry to
address the issues.
Although efforts were made in the eighties to form the Kenya Book Development
Council, it is still not yet functional.

Further Reading
• Chakava, H. (1996). Publishing in Africa: a one man’s perspective. Nairobi:
EAEP.
• Makotsi, R. and Nyariki, L. K. (1997). Publishing and Book Trade in Kenya.
Nairobi: EAEP
• Mugiri, E. N. (988) What National Book Development Council should or
should not do. In Report of a National Seminar for Re- launching of The
National Book Development Council of Kenya. 25th – 29th July 1988, Nairobi:
Kenya

s Revision Questions
1. Explain the functions of an ideal book development council
2. Discuss the proposed functions of Kenya Book Development Council
 79

LECTURE 15
COPYRIGHT LAW AS IT AFFECTS PUBLISHING AND BOOK
TRADE
In this lesson we will look at the copyright law and how it affects publishing and book
trade and the various terms used in connection with the law.
OBJECTIVES

§ By the end of this lesson, you should be able to:

• Define various terms used in connection with copyright

• Explain the copyright law as it affects the publishing industry
• Identify and explain the content of the Kenya Copyright Law

15.1 INTRODUCTION
Copyright is aimed at protecting the works of individuals from being used by others
without compensation. It is supposed to control the flow of information ensuring that
the creator is compensated for his/her work. It also allows works of other nations to be
legally accessed.
We should also note that titles of works do not have copyright protection and that
there is time limit on the period of protection. For works of arts, drama, music and
literally work, the period is 50 years after the death of the author or owner.
The two main international agreements that have enabled protection of author’s works
are the Berne Convention and the Universal Copyright Convention. Those countries
that are signatories to these conventions agree to abide by their rules and regulation
and to protect each other’s works.
But to some, the copyright law is not seen as a protection but a hindrance to the free
flow of information.
15.2 DEFINITION OF TERMS

Copyright
The term “copyright” is used to describe a procedure whereby intellectual property
pertaining to literary, dramatic, and artistic and music works is protected.
It is a right given for recognition of works in the above categories. Others have
described copyright in various ways:

• Bambridge (1990) –“ Copyright protects works from being copied without

permission”

• Chege (1978) – “ a right to stop other people from making unauthorized use of
original material”
 80

Copyright Law
This is a law enacted by national governments in order to protect the works of authors
and artists.

Copyright Symbol
It is required that in order for a work to be protected, the symbol © should be included
on all copies published followed by the name of the copyright holder and the year of
publication.

Fair Dealing/Fair Use

Means copying is allowed so long as it does not harm the concerned party or the
public. Fair dealing/Fair use is allowed in non-profit making institutions e.g.
Libraries. They are allowed to copy a substantial amount for educational purposes.

Licensing
This is allowing a person to copy or reproduce material beyond the limits of the
copyright law.

Plagiarism
This is copying the work of another person and passing it as yours.

Piracy
Means reproduction of someone else’s work without authority for profit.

Public Lending Right

A term referring to a law passed in some countries e.g. Britain requiring that authors
be compensated for their works whenever library clients use them.

Assignments and Licences

An assignment of copyright is where the right to copy or reproduce copyrighted work
is given. Some countries pass laws allowing copyrighted works to be reproduced
without permission.

Infringement of copyright
Infringement of copyright is performing those acts that are restricted by the Copyright
Act of a country e.g. any act which violates a right protected by the Copyright Act.
15.3 PURPOSE OF COPYRIGHT

• Guarantees authors, artists, musicians etc. a sole right to have control over
their works for a given period
• Gives a publisher the right to produce and sell the work and this way they may
recover their investments.
• To provide compensation to the author, artist, musician etc.
• To foster development of arts and sciences in a country.
• Allows works of other countries to be legally accessed.
15.4 COPYRIGHT AS IT AFFECTS PUBLISHING

A large part of the copyright law deals with literary works and this directly affects
publishing industry.
 81

• Ownership
In copyright law, the owner of the copyright in a book is the author unless there is an
existing agreement that gives this right to the publisher.

Copyright in photographs used in a book belongs to the one who owned the original
negatives.

In literary, dramatic or artistic works produced by an author while in employment, the

copyright belongs to the employer.

For the works produced as a result of consultancy project, copyright belongs to the
employing body.

When the employer is a newspaper, magazine or periodical, the firm have the
publication rights but the writer has right to the book, which is published from a series
of articles.
But, before publishing such a book a publisher should get what is referred to as a
‘quit’ claim from the firm acknowledging that it has no claim to the book otherwise
there would be court battles for the work.
• Quotations
If the work contains quotes from another authors work, it is important to analyse these
quote and see whether they constitute a substantial part of the quoted work or not.
If the work is substantial, one could be accused of breach of copyright if authorisation
is not obtained from the author or publisher to use such quotations.

• Ownership of manuscript vis avis Ownership of Copyright

Unless it is otherwise provided, the author is the sole owner of the manuscript.
We need to understand that, ownership of the manuscript is not related to ownership
of the copyright.

The terms of the publishing contract concerning the manuscript should be adhered to.
If the author has agreed to these terms and then refuses or fails to deliver the
manuscript as stipulated in the contract, the publisher can sue him/her for damages.
Manuscript belongs to the author and ownership of manuscript is not related to
ownership of copyright.
Even if the publisher is given the copyright he does not have the right over the
manuscript.
But if the author finishes the manuscript and refuses to give it to the publisher then the
publisher can sue for damages.

If the publisher can proof that the author has completed the manuscript and has
refused to hand over for publishing, then he can institute legal machinery to force the
author to submit the manuscript.
 82

15.5 COPYRIGHT LAW IN KENYA

15.5.1 INTRODUCTION

Copyright law was introduced in Kenya during the colonial times. At that time,
Kenya had no indigenous publisher, and so the law was meant to protect the colonists’
interests.
The first copyright law in independent Kenya was enacted in 1966 and it was
modelled on the British copyright law. The Act was amended in 1975, revised in
1983 and then amended again in 1989. The latest was in 2001.
15.5.2 MAIN FEATURES OF THE KENYAN COPYRIGHT ACT 2001

• PART I

This is the preliminary section of the Act. It gives the title of the Act as the
Copyright Act 2001. It also gives the dates of the commencement of the Act
“Shall come to operation on such a date as the minister may, by notice in the
Gazette, appoint”.

- Interpretation of the works and terms covered and used by the Act.

• PART II – ADMINISTRATION

This part deals with the Administration of the Act. The sections deal with the
formation of “the Kenya Copyright Board” for directing, co-ordination,
licensing and supervising the laws:
Composition of the Board
Functions and powers of the Board
Conduct of business and affairs of the Board
Remuneration of Board members
Delegation by the Board
Executive Director
Protection from personnel liability
Liability of the Board for damages
Funds of the Board
• PART III – COPYRIGHT AND OTHER RELATED RIGHTS

The section gives: -

Works eligible for copyright
Rights of involved parties
Ownership of copyright

• PART IV – INFRIGNMENT

This section deals with the areas of infringement.

• PART V – INSPECTION

This section deals with the inspection and enforcement of the law.
 83

• PART VI – PUBLIC DOMAIN

This section deals with those works that have ceased to be under the copyright
law i.e.: -
Works whose terms of protection have expired.
Works whose authors have renounced their rights.
Foreign works which do not enjoy protection in Kenya.
• PART VII – COLLECTIVE ADMINISTRATION OF COPYRIGHT

This section deals with the details of the authorised body that takes the work of
collective administration of Copyright.

NB: Students should read this Act thoroughly.

Summary
Copyright is meant to protect the works of authors, artists, musicians etc from piracy
and plagiarism. Authors and artists need to be protected so as to sure that they gain
from their efforts.
Internationally, countries have signed agreements that stipulate protection of works
from authors and artists of the signatory countries.
It is accepted that, the owner of a copyright is the author but he/she can give this right
to the publisher.

s
Revision Questions
1. Define the following terms:
• Copyright
• Plagiarism
• Infringement
• Fair dealing
• Piracy
2. Explain the term “ownership” as used in connection with copyright
3. Explain the purpose of copyright in the publishing industry.
4. Differentiate between ownership of manuscript and ownership of copyright
 84

Activity
• Visit a library of your choice and identify the measures they take to curb
violation of copyright.

Further Reading
1. Chege, J. W. (1978). Copyright law and publishing in Kenya. Nairobi:
Kenya Literature Bureau.
2. Flint, M. f. and Thorne, C. D. (1997). A user’s guide to copyright. 4th ed.
London: Butterworths.
3. Muthembwa, J. D. (1992). Implementation of copyright law in libraries in
Kenya: A study of selected libraries. M.Ed. Thesis. Nairobi: Kenyatta
University.
4. Copyright Act, 2001
5. Bambridge, D. I. (1990). Computers and the law. London: Pitman.

REVISION QUESTIONS
1. Explain the historical development of publishing and book trade up to the 17th
century noting the various landmarks.

2. Discuss the role of multinational companies in the development of publishing

and book trade in Kenya.

3. Explain the role played by the different partners of the book publishing
industry.

4. Discuss the problems faced by the local publishing industry in Kenya and
suggest possible solutions

5. Discuss the role played by professional associations in publishing and book

trade.

6. Discuss the following in relation to publishing and book trade:

(a) Net Book Agreement
(b) Returns
(c) Subsidiary rights
 85

(d) Reminders

7. Discuss the major methods used to promote publishing and book trade

8. Explain the role of a national book development council.

9. Discuss the effect of information communication technology (ICT) in

publishing and book trade.

10. Discuss the role of copyright law on publishing and book trade.
 86

REFERENCES /BIBLIOGRAPHY
1. Altbach P. G. (1992). Publishing and development in the Third World.
London: Hans zell.
2. Chakava, H. (1982). Books and reading in Kenya. Paris: UNESCO

3. Chege, J. W. (1978). Copyright law and publishing in Kenya. Nairobi:

Kenya Literature Bureau.

4. Gakobo, J. K. Library acquisition and the book trade in Kenya: problems and
possible solutions. MLS thesis, Loughborough University, 1984

5. Pearce, D. Textbook production in developing countries: some problems of

preparation, production and distribution. Paris: UNESCO 1982

6. Flint, M. f. and Thorne, C. D. (1997). A user’s guide to copyright. 4th ed.

London: Butterworths.

7. Smith, D. C. (1989). A guide to book publishing. Revised ed. New Delhi:

Oxford.

8. Makotsi, R. and Nyariki, L. K. (1997). Publishing and Book Trade in Kenya.

Nairobi: EAEP.
9. Baverstock, A. (1997). How to market books. 2nd ed. London: Kogan Page.

10. Kariuki, A. (1987) Jua-Kali bookshops: a case study. Nairobi: Kenya

Polytechnic.

11. Raghavan, D. (1988). An introduction to book publishing. New Delhi: Sterling

12. Harley, E. S. (1964). Books: from papyrus to paperback. London: Methuen

13. Encyclopaedia Britannica, 15th ed. Chicago: Encyclopaedia Britannica Inc.

14. Winckler, P.A. (1978). Reader in the history of books and printing.
Englewood, Colorado: Information Handling.

15. Muthembwa, J. D. (1992). Implementation of copyright law in libraries in

Kenya: A study of selected libraries. M.Ed. Thesis. Nairobi: Kenyatta
University.

16. Bambridge, D. I. (1990). Computers and the law. London: Pitman

17. The copyright Act, 2001.

18. International Network for the availability of Scientific Publications (INASP)

Newsletter.

19. African Publishers Network (APNET) Newsletter.