15, no. 3 (March 1984): 37-38
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DEVELOPING TEXTBOOK MATERIALS IN UNCOMMON LANGUAGES
Thomas A. Lathrop
IN REPORTING the present state of Portuguese-textbook publishing to the Portuguese Language Development Group in 1980, I stated, “It stinks!” The situation seemed dismal, and the only way out seemed to be self-publication; commercial publishers—even those who had championed the uncommon-language cause—were no longer receptive to proposals regarding these languages.
I expected the prospects would only get worse with time, but I was wrong. In recent years a textbook publisher has surfaced that does not wince when you mention lesser-taught languages: Heinle & Heinle (51 Sleeper St., Boston, MA 02210, Stan Galek, editor-in-chief), whose main concentration is foreign languages. The University Press of America (Box 19101, Washington, DC 20036, Louise A. Hohensee, editor) has already published a number of titles in lesser-taught languages. Its business arrangement is ideal for short-run textbooks. When you sign a contract, you agree that your college bookstore (or a consortium of bookstores) will purchase eighty-five copies of the book; that commitment is your total financial responsibility. So if two or three of your colleagues elsewhere agree to try out your book, the responsibility is immediately liquidated. UPA pays a five percent royalty, which is very low, but your book does get published, and it is refereed. UPA reproduces the author's typescript, and books come out (partly for that reason) in a hurry. I would recommend this company as a good possibility to investigate.
There are also major university presses that are taking on textbooks: the Cornell series of lesser-taught languages, done some years ago (Cornell Univ. Press, 124 Roberts PI., Ithaca, NY 14850, Willard A. Lockwood, managing editor), Georgetown University Press (Washington, DC 20057, Richard J. O'Brien, editor), Vanderbilt University Press (2205 West End Ave., Nashville, TN 37205, John W. Poindexter, director), and the University Presses of Florida (15 NW 15th St., Gainesville, FL 32606, Philip W. Martin, director). Southern Illinois University Press (Box 3697, Carbondale, IL 62901, Kenney Withers, director) also recently published a first-year French textbook for college use. Most of these presses published books by authors from their own universities, and they may not be receptive to ideas from the outside. Still, it would be worthwhile to inquire. Another possibility is to approach your own university press (if you have one), armed with a university-press-published language textbook, and argue that there is precedent in university-press ranks for this type of book and that the presses have found such books to be profitable.
No matter whom you approach, though, you should present a prospectus that describes the book and its market. University presses are currently seeking creative ways to remain solvent, and this type of textbook might seem attractive.
Another possibility is self-publication. If all else fails, or even if it does not, you may want to publish the book and distribute it yourself. There are a number of reasons why language instructors are extremely reticent to take on this type of project. How do I do it? Isn't it expensive? How will the dean view it? How do I initiate the business? How do I publicize and market the book? These are all legitimate questions about what might appear to be major stumbling blocks, but the problems are not as big as they seem; they all have fairly simple solutions.
To start out, I would recommend the University Press of America formula, which is to publish a neat typescript. Ideally your typescript will have to be reduced to fit nicely on a 6” × 9” page. (One formula is to single-space, on an 8½” × 11”sheet, leave a 1½” margin at the top and bottom, and keep your column of type 5½” wide, then reduce the page to 82%. Wherever possible—between paragraphs, before and after examples—use double spaces to keep the page open.) Illustrations from magazines (avoid photographs that will reproduce poorly in inexpensive printing processes) and other realia can be included, too. Ask your art-supply store about a hand-held waxer, instead of using rubber cement. Proofread carefully. Make several copies and ask your friends and colleagues to proofread, too.
Mentioning illustrations brings to mind the matter of getting permissions. Copyright infringement is a federal crime, and you should obtain written permission to include any copyrighted material (drawings, readings, anything). How to go about getting such permission is explained in A Manual of Style (University of Chicago Press), now called (in its 13th edition) The Chicago Manual of Style —look in the index under “Permission to reprint, asking.” In requesting permissions, describe your book; it may easily be that you will get them free, especially to reproduce ads. You must acknowledge these permissions in the book.
While your manuscript is still in less-than-final form, it is important to have it reviewed by colleagues at other institutions, even by anonymous reviewers known to your colleagues, and to receive reports about your book. It will make a better book, because reviewers always think of things you will not have considered, and it will give the book credibility with the administration of your institution (especially, of course, if the reviewers consider the book good and useful). You should take this matter of prepublication reviews seriously, because a self-published, unrefereed book will not be esteemed. You should acknowledge the people who do these reviews in the book.
Once you have a final manuscript, then what? By all means check your local printers for prices “to produce 500? 1,000? copies of this manuscript in a 6” × 9” perfect-bound book, printed on 60-pound paper, and with a 10-point coated cover, printed one side.” In ordinary offset printing, 500 copies cost about seventy-five percent of what 1,000 cost.
A useful book for the would-be book producer is the Literary Market Place , called LMP , which is available at every library reference desk, neighborhood or university. This book lists, under “Book Manufacturers,” hundreds of printers who can produce your book; it is a practical encyclopedia of virtually every book-manufacturing service there is. You should consult it.
Before your book.is printed, you must prepare a copyright notice to appear in it. The Chicago Manual of Style will tell you what this notice should look like, and you can get forms by writing or calling the Register of Copyrights in Washington (Library of Congress, Washington, DC 20559; the phone is in Virginia:703–557–8700, open 8 a.m. to 4 p.m.).
Once the book is out, send review copies immediately to journals that are likely to review textbooks, such as the Modern Language Journal . The MLA's Directory of Periodicals is well indexed, and it gives a number of good places to send review copies.
What about marketing the book? Ideally, of course, your book should be published in the winter so that you can publicize it in the spring. Perhaps an art colleague can help prepare a blurb or an advertisement for a few journals. For mailing labels targeted to the public you want to pinpoint, look in the LMP under “Mailing Lists.” (The MLA, which also has good mailing lists for the profession, is not listed in the LMP.) These service sell you labels, in zip-code order (which is required for bulk mailing). You investigate the requirements for bulk mailings at your local post office.
It is important to be legal. Secure a license or selling permit, or whatever your state requires, and abide by whatever the arrangement is. The Internal Revenue Service insists that you strive to make a profit (however small), so it is important to cover all costs adequately. Your colleagues in the economics department can advise you about pricing, and your colleagues in marketing can also lend a hand.
Dozens of questions that you have now (or will have) can be answered by The Publish-It- Yourself Handbook , published by the Pushcart Press, Box 380, Wainscott, NY 11975 (516–324–9300). I would also cordially invite any interested person to call me (302–453–8699), and I will be pleased to answer any of your queries.
This paper was originally written to describe the situation with publishing textbooks in the area of Portuguese. What is said, however, can certainly be applied to any other less commonly taught language. The author is Associate Professor of Spanish and Portuguese at the University of Delaware.
© 1984 by the Association of Departments of Foreign Languages. All Rights Reserved.
ADFL Bulletin 15, no. 3 (March 1984): 37-38 |
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