Internship Report Sadia Sarwat Jamil

Contents
About the company: ........................................................................................................................ 2 Publishing: ...................................................................................................................................... 3 Printing............................................................................................................................................ 3 Marketing and distribution:............................................................................................................. 4 Department wise functions performed at Topline Publishers: ........................................................ 5 Editorial stage ................................................................................................................................. 5 Design stage .................................................................................................................................... 5 Sales and marketing stage ............................................................................................................... 6 Printing............................................................................................................................................ 6 Distribution ..................................................................................................................................... 7 Jobs Performed during internship period: ....................................................................................... 8 Publishing and marketing of 3 in 1 Book for Grade 1 ................................................................. 8 Week 1-2: Editorial Assistant ...................................................................................................... 8 Week 2-4: Marketing and Advertising Assistant ........................................................................ 9 Week 4-5: Publicity Assistant ..................................................................................................... 9 Recommendations: ........................................................................................................................ 11

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Internship Report Sadia Sarwat Jamil

About the company:

The saga of Topline Publishers spanning a period of twenty years and extending over generations is a story of dedicated and fruitful effort in the realms of publishing, printing and book-selling. Following the guidelines set by its illustrious founder Al-Haj Maulvi Jaffar-ud-Din, the Company has blazed new trails as pioneers in the respective fields, setting new standards and scaling new heights.

From a very modest and humbly start in 1992 the Company has steadily advanced from heritage to destiny, and has come to acquire the stature of a national institution dedicated to the advancement of education, and the enrichment of culture, through the its publishing activities.

The head office is in Karachi with regional offices in Lahore and Islamabad. There is a bookshop-cum-office each in Multan, Peshawar, and Faisalabad and the Branch maintains a representative presence in Hyderabad, Sukkur, Sargodha, Abbottabad, and Quetta.

Topline Publishers is committed to the dissemination of knowledge and publishes works that further scholarship and education. Publishing operations fall into four distinct areas: school texts and library, academic and general reference. The Education Department publishes childrens/library books, school textbooks to meet key curriculum requirements, language and other reference books for schools, teacher resource books, student activity books. Presently, the Companys operations include publishing, printing, retailing and a large distribution network. Due to the Companys forward and backward integration and its diversity of operations it has

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Internship Report Sadia Sarwat Jamil

become a premier publishing house and enjoys a respectful status in terms of sales, distribution and market share.

Publishing:
Publishing remains the core business of the company. Topline has published several hundred titles as many as 120. The Companys brand name continues to command customer loyalty both inside the country and abroad. Topline have published titles by authors from around the world. The core publishing of Topline stands in the student book publishing. We mainly publish primary and secondary level school books. The companys portfolio includes the popular and bestseller dictionaries and reference books

Dictionaries Reference Books Directories Text Books Maps and Atlas Coffee Table Books Stationary & Gift Items

Printing
Topline has a fully integrated in-house publishing and printing set-up. This facility is equipped with most modern printing equipment in the country. starting from pre-press to post production, idea conceptualization to the production of the final product, everything is done under one roof.

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The printing and packaging division besides catering to companys own publications also processes packaging and promotional material as well as all types of quality commercial printing.

Marketing and distribution:

Topline products have become an inherent part of life in Pakistan. All Topline products are sold at the companys own retail outlets and are wholesaled directly to other retailers and institutions. We have our dedicated team of marketers who conduct hype programs in various schools to create awareness of our new publishing and the latest content our writers produce for improved and facilitated learning of the student. Toplines own marketing network supports retail outlets that stock the Companys products. Distribution network supports retail outlets in 26 major cities. Company products are delivered to more than 200 locations nationwide.Company retail outlets are located in Rawalpindi, Lahore, Karachi and Islamabad with plans for further expansion in Karachi, Quetta, Islamabad, Faisalabad, Multan and Peshawar

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Internship Report Sadia Sarwat Jamil

Departmental functions performed at Topline Publishers:

Editorial stage
A decision is taken to publish a student course book, and the technical legal issues resolved, the author may be asked to improve the quality of the work through rewriting or smaller changes, and the staff will edit the work. Topline Publishers may maintain a house style and staff will copy edit to ensure that the work matches the style and grammatical requirements of each market. Editors often choose or refine titles and headlines. Editing may also involve structural changes and requests for more information. Some publishers employ fact checkers, particularly regarding non-fiction works.

Design stage
When a final text is agreed upon, the next phase is design. This may include artwork being commissioned or confirmation of layout. In publishing, the word "art" also indicates photographs. Depending on the number of photographs required by the work, photographs may also be licensed from photo libraries. For those works that are particularly rich in illustrations the publisher may contract a picture researcher to find and licence the photographs required for the work. The design process prepares the work for printing through processes such as typesetting, dust jacket composition, specification of paper quality, binding method and casing, and proofreading. The type of book being produced determines the amount of design required. For standard fiction titles, design is usually restricted to typography and cover design. For books containing illustrations or images, design takes on a much larger role in laying out how the page looks, how chapters begin and end, colours, typography, cover design and ancillary materials such as posters, catalogue images and other sales materials. Non-fiction illustrated titles are the most
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Internship Report Sadia Sarwat Jamil

design intensive books, requiring extensive use of images and illustrations, captions, typography and a deep involvement and consideration of the reader experience. The activities of typesetting, page layout, the production of negatives, plates from the negatives and, for hardbacks, the preparation of brasses for the spine legend and imprint are now all computerized. Prepress computerization evolved mainly in about the last twenty years of the 20th century. If the work is to be distributed electronically, the final files are saved as formats appropriate to the target operating systems of the hardware used for reading. These may include PDF files.

Sales and marketing stage

The sales and marketing stage is closely intertwined with the editorial process. As front cover images are produced or chapters are edited, sales people may start talking about the book with their customers to build early interest. Publishing companies often produce advanced information sheets that may be sent to customers or overseas publishers to gauge possible sales. As early interest is measured, this information feeds back through the editorial process and may affect the formatting of the book and the strategy employed to sell it. For example, if interest from foreign publishers is high, co-publishing deals may be established whereby publishers share printing costs in producing large print runs thereby lowering the per-unit cost of the books. Conversely, if initial feedback is not strong, the print-run of the book may be reduced, the marketing budget cut or, in some cases, the book is dropped from publication altogether.

Printing
When editing and design work are completed, the printing phase begins. The first step is the creation of a pre-press proof which is sent for final checking and sign-off by the publisher. This proof shows the book precisely as it will appear once printed and is the final opportunity for the publisher to find and correct any errors. Some printing companies use electronic proofs rather than printed proofs. Once the proofs have been approved by the publisher, printingthe physical production of the published workbegins.
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Internship Report Sadia Sarwat Jamil

A new printing process is printing on demand. The book is written, edited, and designed as usual, but it is not printed until the publisher receives an order for the book from a customer. This procedure ensures low costs for storage, and reduces the likelihood of printing more books than will be sold.

Distribution
The final stage in publication is making the product available to the public, usually by offering it for sale. In previous centuries, an author was frequently also his own editor, printer, and bookseller, but these functions are usually separated now. Once a book, newspaper, or other publication is printed, the publisher may use a variety of channels to distribute it. Books are most commonly sold through booksellers and other retailers. Newspapers and magazines are typically sold directly by the publisher to subscribers, and then distributed either through the postal system or by newspaper carriers. Periodicals are also frequently sold through newsagents and vending machines. Within the book industry, some copies of the finished book are often flown to publishers as sample copies to aid sales or to be sent for pre-release reviews. The remaining books often travel from the printing facility via sea freight. As such, the delay between the approval of the pre-press proof and the arrival of books in warehouse, much less in a retail store, can be some months. For books that are tied into movie release dates (particularly children's films), publishers will arrange books to arrive in store up to two months prior to the movie release to build interest in the movie.

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Internship Report Sadia Sarwat Jamil

Jobs Performed during internship period: Publishing and marketing of 3 in 1 Book for Grade 1

The main tasks were broken down into two divisions: editorial and advertising.

Week 1-2: Editorial Assistant

Editorial staff had subdivided departmentally, depending on the focus and structure of the text bool. As I was the entry-level editorial assistant so my part was largely administrative and/or clerical but in addition to these, the I also got to

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review manuscripts, give opinions on proposals, line edit copy, generate story ideas, and even write for the magazine itself, in some cases. Production cycles are were not much long were much shorter in magazine publishing than they are in book publishing, since most magazines publish monthly or even weekly. Thus the world of magazines can at times seem much more frenzied than the world of books, which moves along at a slower and more deliberate pace.

Week 2-4: Marketing and Advertising Assistant

As an advertising and marketing assistant I help my boss design the new campaign to launch this textbook with the idea of 3 in one elements where Urdu English and Math were all in one book. The idea proposed was to position this book as a vacation home work book for students graduating to grade two. As teachers have to design separate home lesson sheets we decided to position this book as a vacation homework book so students read this and stay abreast with all three basic subjects through one mean. and having done that, work very hard to maintain good relationships with advertisers so theyll continue to buy space. In addition to basic clerical duties, ad assistants will work on presentations; write reports on circulation, demographic distributions and reader purchasing patterns; coordinate promotional functions and activities (breakfasts, parties, etc.); and perform a variety of other duties designed to woo buyers and to keep them happy once theyve been wooed.

Week 4-5: Publicity Assistant

A publicity assistant sends out galleys (early bound and typeset copies of a book) to select book reviewers at newspapers and magazines; maintains and updates lists of reviewers who should receive free copies of the published book once its out; works with his/her boss to arrange radio, print and television interviews for authors;
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Internship Report Sadia Sarwat Jamil

and may work to organize book release parties and signings at bookstores. Publicity assistants go on to be publicity directors and because good publicity is so important to book sales, the best publicists sometimes move on to the corporate marketing and executive publishing levels.

A production assistant will work with copy editors, typographers, binders and designers to help with the actual construction of a book. As more and more publishers realize that an unusual design or arresting cover art can help sell books, this area of publishing is getting more fun and inventive. Of course, good copy editors have always been and will always be essential to publishing of any sort.

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Internship Report Sadia Sarwat Jamil

Recommendations:
Topline Publisher is striving to make a bigger and better place in the market. Competition is tough and in order to become the market leader Topline should be going through evaluation. Following recommendations should be considered. The Publishers must provide itself with up to date technology. Different training courses should be arranged for the up lifting and improving the quantity of work for employees. International exposure must also be provided for state of art operation techniques. Presentation and marketing individuals must be trained more effectively so that marketing in front of teachers and school admin is done more formally and also develop interest in the offering. Employees should get appraisals in the form of bonus for over time work There is also a problem of work overload for the employees and it should be control properly so that the employees are motivated. Friendly and more open environment must be practiced.

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