It seems all student papers and year-end projects in publishing courses have a common theme: envision the future of publishing.
It’s not difficult to understand why the industry is going through significant change, and the Internet certainly needs no introduction. The future of print may remain a mystery, yet one group of students, when assigned the task to envision the future of publishing in Juan Pablo’s course Technology and the Evolving Book, ran with the assumption that print will hold an important place for decades to come.
Although the rest of our classmates designed elaborate and impressive business structures and new mediums that align with an increasingly techno-centric world, Karen La, Lauren Madsen, Alison Roach, Caili Bell and I (Holly Vestad) stuck with something perhaps seemingly more simple, yet infinitely more complex; a viable business plan for a print-only publisher.
The result of our research was Ambit Publishing, a theoretical publishing house whose central objective was to create brand loyalty.
Establishing brand loyalty was the most basic aspect of our thesis for the project, which sprang from our own noticeable lack of loyalty to any one specific publisher. As self-proclaimed bibliophiles and publishing students, we found ourselves to be the perfect market for publishers to reach out to in order to increase loyalty, and yet we felt unmoved by their efforts.
In order to establish loyalty for Ambit, we knew we needed to know our market inside and out. With research we discovered a niche market in Vancouver of affluent book lovers. From the information we knew about this market, we designed the company; our logo, clean aesthetic, mandate, book cover template and book synopses were all designed with these readers in mind. (Our full report can be seen here.)
To increase our brand recognition we decided all of our books would have the same cover, with only a central image that would change from title to title. We hoped this design repetition could work to increase tribe mentality amongst readers by helping them feel connected to Ambit’s aesthetic.
In addition, we created Ambit merchandise in the form of book totes and stickers with the intention of handing them out for free to our readers in the early stages of the company’s growth to help spread the word and gain that loyalty we were after. And we knew that if we could establish this loyal tribe, then authors would be attracted to the opportunity to promote and sell their book through the network of loyal Ambit readers.
Another significant aspect of Ambit’s business structure was that it explicitly positioned itself against Amazon. Ambit books would only be available through ambitpublishing.ca, our shop front or local retailers—no copies would be available for purchase on Amazon.
Ambit was designed with a specific hyper-local niche in mind; the global coverage that Amazon provides was not necessary. Our goal was to stay simple by tackling a local market and thriving within it. We also knew that explicitly defining an enemy would help to build tribe mentality. The very public battle between Hachette and Amazon only helped our case; Amazon’s true ugly and powerful colours really blossomed in 2014. Ambit positioned itself as a way for readers to stand against Amazon by supporting writers and a small, independent local publisher.
The financial aspect of Ambit is the area we think still needs the most help; although we created profit and loss statements, a financial statement and advertising budgets (as seen in our final report), we were worried of the projections for the second year. Regardless, we truly believe the structure behind Ambit provides a successful model for reader, author and publisher alike.