UW Press reorganizes, reflecting publishing trends nationwide

Redirecting the UW Press will transform it into a stronger, more streamlined publisher of scholarly and popular books, officials hope.

A new plan has just been approved by the UW–Madison Graduate School, which houses the Press. Acting Press director David Bethea, UW–Madison Vilas Research Professor of Slavic Languages and Literature, says the new structure will concentrate efforts and resources in a smaller number of areas.

“We had been trying to do far too much,” he says. “We lacked focus, and, as a result, lost some of our national visibility and our financial health.”

The Press reorganization will help erase debt accumulated during this era of fast-rising publishing costs, and put the publisher on firmer financial footing for the future, says Virginia Hinshaw, dean of the Graduate School. “This fiscally responsible plan is the most positive way to ensure that the UW Press maintains and enhances its position as a significant publisher in the humanities and social sciences,” Hinshaw says.

Under the new plan, the Press will focus more rigorously in selected areas in which it has enjoyed success in the past: regional titles, film and performance studies, classics, art history, American autobiography, social issues, environmental studies and Holocaust studies.

Bethea says marshaling efforts in a few select areas will mean the Press can emerge as a publishing leader in those areas. “We hope to establish these niches in which we can become known as the very best,” he says. Key to that will be attracting the manuscripts from national and international experts, by bolstering the Press’ existing networks among scholars.

“That is not to say we wouldn’t consider an outstanding manuscript on another subject,” says Bethea. “We just don’t intend to actively solicit in other areas.”

Bethea has been acting director of the Press since former director Allen Fitchen retired in 1998. Bethea says the publishing world – particularly scholarly publishing – has proved complicated to negotiate. It is also expensive.

“On average, it costs between $8,000-$11,000 to manufacture one new title,” Bethea says. “But to manufacturing costs you must add such overhead expenses as editing, design, marketing and royalties, so the total overhead cost of one title could exceed $15,000. That means each book must generate approximately $25,000 – $30,000 to pay for the cost of publishing it,” he says. “To further compound matters, outside vendors, including large wholesalers and bookstore chains, operate on payment schedules that work to the Press’ detriment,” he says.

Publishing costs are hefty, and they are climbing, Bethea notes. Manufacturing bills have been rising steadily during the last decade. Total expenses for fiscal 1997-98 were up 16.5 percent over the previous year, most of it from increased production costs. Budget projections will place the Press about $1 million in debt at the close of the current fiscal year.

In addition to an annual operating subsidy from the UW–Madison Graduate School, the Press relies primarily on strong sales of new books and continuing sales of previously published titles. To improve its financial situation, the Press has implemented revenue-enhancing strategies such as distributing books for other UW–Madison departments and state government organizations (such as the Wisconsin State Historical Society), distributing foreign language placement tests for the UW Testing and Placement Center, outsourcing its warehousing and customer service, and improving internal efficiency. Bethea says projected sales of $2,100,000 for this fiscal year represent an increase in 7.4 percent over sales in 1997-98. However, Bethea says, these measures by themselves will not resolve the Press’ current financial dilemma.

In addition to scaling back its subject areas of concentration, the Press also will cut back on its plan to publish 60 new titles in fiscal year 1999-2000, publishing around 40 new books, which will save approximately $200,000 in up-front manufacturing costs. Other cost-containment measures, including staff reductions and engaging more fully in electronic editing and marketing, also will be pursued.

“We feel these measures will enable to Press to weather the current crisis and get us back on track, financially.” Bethea says.