My book, Introducing Cultural Anthropology: Essential Readings, looks great! I'm thrilled that this idea was "born" during my phone conversation with you just six months ago. - David Julian Hodges, Ph.D. Professor of Anthropology - Hunter College (CUNY)
San Diego, CA (PRWEB) December 7, 2009
University Readers Inc., a fast-growing academic publishing company, has launched a new academic publishing imprint, Cognella, to meet its clients’ needs to develop and publish course materials that are both ideal for the author’s course and appealing to a national market.
Cognella (http://www.cognella.com) was created to offer professors more freedom and choice when compiling materials for anthologies or original books. While larger, more traditional publishers fail to respond to the publishing visions of professors, Cognella gives its clients clients the freedom to publish what’s in their best interest: highly relevant and fresh materials that speak to their teaching style and save their students money.
In addition, most large publishers take years to fully publish and market a manuscript. Since most large publishers are owned by larger conglomerates and have layers of bureaucracy, it's no surprise their production schedules are exceedingly slow.. By contrast, Cognella publishes titles in a matter of months. Its efficient production workflow and more personal approach make Cognella the ideal choice for authors who wish to bring their works to market as quickly as possible.
Michael Johnson, VP of Acquisitions and former executive at Thomson higher education publishing, says “Cognella is a new way for professors to publish their unique vision. In traditional publishing it takes years for a project to get off the ground and into the classroom. We’ve designed the acquisition and development process to cater to the professor and what he or she envisions for her class.” The current list of titles can be found at http://www.cognella.com/titles/index.php.
A chief advantage of publishing with Cognella is its expertise in developing anthologies. Unlike traditional publishers, Cognella makes it easy for authors to use third-party content. In addition to its comprehensive permissions-clearance service, Cognella offers its clients unparalleled choice with a vast online library of content (http://library.universityreaders.com). Using this resource, professors can quickly – and easily – compile affordable scholarly content from a variety of sources to publish their own anthologies for a national audience.
Cognella’s marketing engine quickly stimulates direct interest from potential adopters, promoting titles through a variety of marketing channels. “We’ve taken a direct approach with marketing because it’s simply more effective,” says Christopher Foster, VP of Marketing. “Many publishers will do generic broadcast messaging in conferences or catalogs, but that approach doesn’t always yield a measurable return for the author. Our approach is to leverage best-of-breed segmentation and direct-marketing tactics when targeting potential adopters, and tracking those responses. We give quarterly reports on our marketing efforts to have transparency and empower the author. We’re partners in helping them grow adoptions of their title.” Cognella offers surveys to review copy requests, web presence with Amazon.com listings, direct marketing and sales, e-newsletter promotion, and flyers.
“The traditional textbook publishing model is broken, and it has been for years,” notes CEO Bassim Hamadeh. “We created Cognella so that it works for authors, professors, and students. And, the success of the model has been proven: we’re signing great titles everyday from amazingly gifted authors and editors around the country. Frankly, we’re honored to be their publisher.”
About University Readers, Inc.:
Since 1992, University Readers, Inc. has published textbooks, custom textbooks, course packs, lab manuals, course readers and e-books for the academic market. Working with over 3,000 professors nationwide at over 450 schools, University Readers, Inc., through its brands University Readers and Cognella, provides its clients with a range of publishing approaches to suit any need. University Readers, Inc. offers high quality publishing with personal one-on-one service to deliver perfect course materials. In addition, with a student e-commerce purchasing option that bypasses the bookstore and its markups, University Readers Inc helps students save money.
# # #