announcing

The Yale Publishing Course

Leadership Strategies in a Time of Transition
July 18–23, 2010 An intensive course for print and digital publishing
managers, taught by the leading experts in the field
Yale University

how the yale publishing course

can broaden your skills
©peter aaron/esto
This exciting week-long educational experience
gives book, magazine, and digital professionals
the skills they need to prosper in a time of
unprecedented change and opportunity
• It’s the only program specifically geared
to middle and upper-level professionals
• The classes are taught by outstanding
experts carefully selected for their dem-
onstrated knowledge, experience, and
teaching skills
• The curriculum addresses the toughest
issues facing publishers today
• It provides ample opportunity to net-
work with the speakers as well as with
colleagues from all over the world
• The speakers are available to discuss
your specific challenges in on-on-one
meetings
• All classes are conducted in a collegial
atmosphere with the active participa-
tion of students
• It prepares you to think outside your
niche
• It focuses on lessons you can apply to
improve your company’s performance
 Solutions for Today’s Toughest Challenges
The Yale Publishing Course provides
michael marsland/yale university (2)

you with the tools to manage change

in a technology-driven industry and
prepares you to lead in the future.

The Yale Publishing Course is designed to bring mid to upper-level lar challenges and will return home energized, inspired and better-
professionals together with experts from the publishing world and the informed on how to maximize new opportunities in this time of
Yale faculty to tackle the challenging issues facing publishers today. rapid transition to a more digital, global industry.
This program fills the gap as the only high-level program geared to
The program will combine plenary sessions with seminars and
senior managers since the closure, in 2009, of the renowned Stanford
workshops focused on specific issues and case studies. There will
Professional Publishing Course (SPPC). Many of the three thousand
be ample time built into the schedule to allow for questions and for
graduates of the SPPC regarded the course as having “changed their
conversations and networking during breaks. More importantly the
lives and prepared them for new opportunities.” The Yale program
lecturers will be available for one-on-one meetings with students
will build upon this great tradition, tap the resources of the presti-
who can use this opportunity to seek advice on specific issues and
gious Yale University Press and expand the international scope of the
challenges that they are facing.
course. At Yale, the course will concentrate more heavily on the busi-
ness and management aspects of publishing, with a strong emphasis Each day of the Course includes sessions of interest to all partici-
on understanding and utilizing the latest advances in technology. pants as well as concurrent sessions geared more specifically to book
or magazine publishing. A digital media and international perspec-
This is a course–not a conference. The speakers are Yale faculty
tive is infused throughout the curriculum. Editorial content, design
and industry leaders who will offer insights into new business mod-
and production, marketing and sales, and business and manage-
els and best practices based on their years of experience. Participants
ment issues are addressed throughout the week.
from all over the world will be surrounded by colleagues with simi-

day one: day four:

book and magazine publishing today
The first day will set the context for the rest of the week and pres-
ent the themes that will be explored in greater depth over the next
days: the challenges that face publishers due to an uncertain economy;
the impact of new technology; the need to re-assess traditional busi-
ness and editorial strategies and how to train the next generation
of industry leaders.
day two:
advances in new technology
Day two will be spent examining and evaluating new technologies and how
they influence content, design, production, marketing, and distribution. There
will be demonstrations of the next generation of media technology.
best practices in business and management
Day four will explore ways to guide your staff through a time of economic un-
certainty and rapidly changing technology. Speakers will discuss how to man-
age creative people across a variety of functions and how to motivate them,
encourage them to learn new skills, and help them make the transition to a less
traditional and technology-driven environment.
day five:
looking to the future
On the final day, speakers will concentrate on how to anticipate and prepare for
the future using the information and insights gained over the previous days.

day three:
publishing as a global enterprise
Day three will concentrate on the challenges and opportunities of expanding
into new markets around the world. The sessions will focus on managing
media across multiple platforms, taking into account cultural and economic
differences, and how to establish your unique brand internationally.

©peter aaron/esto
Outstanding Speakers and Curriculum
Sessions Scheduled For The 2010 Yale Publishing Course
(Partial List: please see http://publishing-course.yale.edu/sessions-and-speakers for updates)
plenary sessions
From Gutenberg to Galaxy
Paul Saffo, Technology Forecaster, Stanford
University
Leading Media Companies through
Transition
Jack Griffin, President, National Media Group,
Meredith Corporation
The Power of the Idea
Richard Stolley, Senior Editorial Advisor, Time,
Inc.
A Look Behind the Digital Curtain
Joseph Galarneau, Senior Vice President of
Operations and Chief Information Officer,
Newsweek
The Accelerating Pace of Innovation
Jeff Gomez, Senior Director of Online
Consumer Sales and Marketing, Penguin
Group USA
Exciting Designs Across Media
Mary Kay Baumann and Will Hopkins,
Hopkins/Baumann
Managing the Creative Process
Dorothy Kalins, Director, Dorothy Kalins Ink
How Publishing Became Global
Nayan Chanda, Editor, Yale Global Online
Legal Issues in Publishing
Jonathan Hart, Partner, Dow Lohnes PLLC
Why Reading Still Matters
John Donatich, Director, Yale University Press
My Biggest Mistakes in Book Publishing
Martin Levin, Counsel, Cowan, Liebowitz &
Latman P.C.
Additional sessions will include, among others,
the following:
What Publishers Need to Know to Prosper
Publishing Across Borders
Google’s Global Initiatives
Hardcore Realities of Emerging Markets
Leadership Strategies for Managing Change
Building a Digital Media Brand
book sessions
Will the Printed Book Survive in the
Digital World?
David Young, Chairman and CEO,
Hachette Book Group
The Book Business in Depth
Robert E. Baensch, President, Baensch
International Group Ltd.
What Do Books Look Like?
Chip Kidd, associate art director, Alfred A.
Knopf
Create Once and Publish Anywhere
Lisa McCloy-Kelley, VP Director, Content
Management Group, Random House
Online Marketing
Jeff Gomez, Senior Director of Online
Marketing and Sales, Penguin Group USA
Expanding into International Book Markets
John Owen, Chairman and Group Publisher,
Weldon Owen-Bonnier Inc.
Would you Publish this Book?
Martin Levin, Counsel, Cowan, Liebowitz &
Latman P.C.
Financial Realities of Book Publishing
Robert E. Baensch, President, Baensch
International Group Ltd.
Digital Disruptions to Book Publishing
Leslie Hulse, Senior Vice President, Digital
Business Development, HarperCollins
Publishers
Empowering Book Authors to Market
Themselves Online
Carolyn Pittis, Senior Vice President of Author
Services, HarperCollins Publishers
Additional sessions will include, among others,
the following:
Challenges and Opportunities for
Independent Book Publishers
magazine sessions
Magazine and Web Publications in Depth
Kevin McKean, Vice President and Editorial
Director, Consumers Union
How to be Magazine of the Year
Cynthia Leive, Editor-in-Chief, Glamour
Financial Realities in Magazine Publishing
Keith Clinkscales, Senior Vice President,
Content and Development, ESPN
Publishing in Motion: Leveraging the Web
Kevin McKean, Vice President and Editorial
Director, Consumers Union and Roger Cohn,
Executive Editor, Yale 360 Environment
The On-line Magazine of the Future
Corby Kummer, Senior Editor, Atlantic
Monthly
Searching for the New Business Model
Peter Kreisky, Managing Partner, The Kreisky
Median Consultancy LLC
Managing the Magazine Audience
Rob Gursha, former Executive VP, Time
Warner Retail Sales and Marketing
Transforming Newsweek
Tom Ascheim, Chief Executive Officer,
Newsweek
Licensing Your Magazine in Foreign Markets
Jane Nicholls, Editor-at-Large, PEOPLE, Time
Inc.
Additional sessions will include, among others,
the following:
Designing for the Device
 The impact of the recession, coupled with the phenomenal pace
of technological change, is having a profound impact on the
publishing sector. To take advantage of the great opportuni-
ties to create and deliver compelling content to educate, engage
and entertain readers, the industry needs a workforce capable
of combining traditional skills with a new digital and techni-
cal capability underpinned by a renewed emphasis on creativity.
It is important that the industry understands and moves with
the market so the skills gap…does not grow.
—Gail Rebuck, Chairman and CEO of Random House Group

to apply who should attend

https://ems.resrunner.com/yalepublishing Admission Standards
This is not a course for those just entering the pro-
for more information fession. It is geared to mid-career publishing profes-
michael marsland/yale university

sional who wish to advance in their careers and take

http://publishing-course.yale.edu
on broader responsibilities. The Course is designed
for established professionals who work in book,
magazine, and new media companies of all sizes in-
Apply Now—Enrollment is Limited cluding organizations such as associations, non-profit
and government agencies, museums, and corpora-
tions that publish print or online material. Profes-
In order to foster a close relationship between
sionals in all areas of publishing—editors, publish-
lecturers and students, enrollment will be limited
ing directors, marketing managers, sales executives,
to 80 participants. By the end of the course,
circulation directors, rights managers, digital media
participants will have formed a network of global
specialists, new business and content development
publishing professionals whose friendships will
managers—will all benefit from the experience. While
endure well beyond their time at Yale.
a minimum of four years of publishing experience is
required, most of the participants will have more ex-
It is now more crucial than ever for perience than that. Under certain circumstances, an
applicant with less experience may be granted admis-
managers to step away from their daily sion at the discretion of the director.
routines and consider the broader per- Please note: International Tuition
spectives of how they can maximize the applicants must have a The tuition fee includes Course materials, daily
good command of the Eng- breakfasts, lunches, and snacks, receptions, and din-
opportunities afforded by the latest tech- lish language as interpret- ner on three nights. On other evenings, you are free
ers will not be available to explore the many fine restaurants within walking
nology and new business and editorial and written abstracts will distance of the hotel. Housing is not included in the
models. The future is here. not be provided. tuition fee: a special rate for Course participants is
available at the New Haven Hotel (see on-line appli-
–Tina C. Weiner cation form for details). Those wishing to arrive a day
Director early or stay an additional day will receive the same
Yale Publishing Course special rate.