PUB 372 - ASSIGNMENT ONE

Sonyeo

Neha Prihar
301113556
Tutorial: D102 11:30pm- 12:20pm
TA: Suzanne Norman
February 5, 2013

The Manuscript
After a long day finalizing our latest project plan, I settled into my seat and kicked my feet up onto my desk.
Save for my office, the floor was dark and empty, everyone already long gone to their respective havens.
Contemplating whether or not leftover Chinese was a viable dinner option, I grabbed a new manuscript from
the corner of my desk. Tackling an unknown author would prove risky, and having just promised resources
to three new publishing contracts, the House was not in a particularly favourable place to take on
uncertainty. The situation was indeed fickle, however the manuscript was delivered by a trusted colleague of
mine and I could not overlook his professed enthusiasm for the work. Deciding that my cold coffee would
have to suppress my hunger for now, I flipped open to the first page.

Only through the first chapter and I knew this manuscript would prove nothing short of brilliant. Marking
the story of a young woman, the author simply referred to herself as Sonyeo, girl in Korean. The
facelessness of the author, and ultimately the novels protagonist, was intriguing and immediately sparked
my interest. Artfully positioned as a portrayal of the journey hundreds of North Korea defects have taken
before her. For that very reason it seemed appropriate to publish the novel without the author name,
reflecting the notion of mass authorship. It is clear after reading the manuscript that the agent was correct in
warning of the authors reluctance to engage in publishing, having written the novel as a means to bring
closure on her past. This would prove a difficult author to engage with, and an equally difficult task of
persuading the House on board with the manuscript.
Stemming from the starvation of the late 1990s, where the government had lost the ability to distribute
adequate food supply across the nation, the North Korean society underwent a fundamental shift (Ryall,
2010). The book read, In that society, if you are given food you obey orders, but when that system broke
down people could no longer arbitrarily take orders. (Quoting anonymous citizen, Ryall, 2010) By
November 2009 the North Korean government underwent currency reform, which was undoubtedly nothing
less than disastrous (Sang-Hun, 2012). What resulted was a sharp increase of homelessness, and suicide
rates rose exponentially, entirely indiscriminate of men or women, young or old (Sang-Hun, 2009). The true
outcome of the event, however, was a brooding distrust in the government, igniting pockets of rebellion.
Extraordinary instances of bold graffiti and posters demanding the government to Open up and reform!
began a powerful trend of ...growing willingness among a previously cowed public to speak out and
demand change (Ryall, 2010).

Sonyeo was from a comparably well-off family, who maintained casual connections with government
authorities. The children learned to speak English well from their father, who believed the skill a necessity
they would eventually need. Sonyeos parents were becoming increasingly upset with the regime and its
activities, therefore began smuggling their children out of the country. Silent lobbying to propose discussion
of reform led to their sudden death where both were shot and killed. At this point, her two brothers had
already made the journey into China. Sonyeo had no other family, and therefore began making her own
arrangements to escape using old contacts she knew her parents had previously interacted with.

The recent tightening of North Korean border security, matched by the border crackdowns of the Chinese
government (Williamson, 2011), bore a severe impact on the viable escape of Sonyeo, and as a result, the
price to escape had increased. Using the sizeable sum hidden by her parents for her escape prior to their
death, Sonyeo entered into a private deal to escape. A grim tale of endurance and perseverance ensues,
tracking Sonyeos journey through a trafficking line (Baek, 2012), a stunning escape, sleepless nights spent
in desolate alleyways, and final refuge at a monastery. Eventually her journey led her to Hong Kong
working on a factory line where she met her husband in the most impossibly bizarre and romantic way. The
pair married, and as her partner was Canadian, the couple moved to Canada to begin their lives.

GETTING THE HOUSE ON BOARD

Vulnerable and brutally honest, the author depicted a tragic unfolding of events conquered by virtue of
bravery, patience and true inner strength. Compelling dialogue throughout, the novel maintained reader
interest with a fresh, intriguing plot, supported by raw, unique settings and rich character development.
Eclectic word choices enticed reader curiosity, and although some interpretation was required of the text
since the author was not a native English speaker, I was still able to decipher what the author had meant.
Shocking, raw and totally unique, this novel was a beautifully written perspective of a tale seldom found on
bookshelves.

Editorial Team
Our editorial umbrella is composed of trending teen fiction novels, adult adventure and mystery, a historical
biography in memory of an influential political actor (for which the House contracted a well known political
news analyst and author), and a smorgasbord of best-selling adult fiction novelists.

This manuscript fit the gap a place in our umbrella where stunningly vivid fiction could demonstrate the
willingness of our House to recognize compelling political narrative and true cultural perspective. There
existed real potential to solidify the House name under categories of socially responsible, globally aware and
serious about making true cultural contributions to society. Also not to be overlooked was the potential for
this radical title to entice new and influential authors to the House, gaining respect from the publishing
community for narrative contribution verse monitoring profitability margins. Such a raw and genuine book
is telling to the kind of artistic risk-taking the House should be known to support and bring to the public eye.
There would need to be complete overhaul of stylistic editing to improve the readability of the work (Week
Three Lecture Notes, Suzanne Norman, January 22, 2013). A slight re-working of chapters would need to be
done, as the manuscript was sectioned like a diary, marked by change in date and setting. To maintain the
essence of autobiographical journal entries and preserve the strong progression and flow of the narrative, the
House simply refine the chapter breaks, keeping to the titling of chapters by date, time and place.

Marketing and Publicity

This was the first hurdle to tackling the House; I knew if I could get marketing on board and develop solid,
creative tactics ensuring financial viability in the long-term, then latter departments would be easier enticed
to back to title.
Adopting the tried and true mantra of the four Ps: product, place, promotion and price (France, 2005), I
delivered to the marketing team a comprehensive Advanced Book Information Sheet (ABI), in support of my
selling pitch. I first set the tone for my pitch, introducing the manuscript as an insiders story into the
brooding call for reform in North Korea. I then move into the more detailed aspects of my proposed plan,
specifically with the inclusion of the following as listed in the TI:
Product
Although in need of a linguistic overhaul, the writing quality in terms of narrative is strong. The book is also
quite timely, supporting recent emergence of written dissent and evidence of graffiti from the North Korean
public.
Place
In light of the current world events, securing the announcement and advertising of the novel over national
media networks is both timely and appropriate. Press releases in promotion of the novel, specifically

inclusive of our reasoning to leave the author nameless, should profess the political and cultural relevance of
the novel. Magazine editorials will be solicited by delivery of free trade paperback covers to national and
influential publications.
Promotion
Timing a books release to hit the peak of popular enthusiasm is critical (Week Two Lecture Notes,
Suzanne Norman, January 15, 2013). The novel will be released in stride with the growing trend towards
citizen journalism, where at great risk to themselves, North Koreans suffering from hunger and plummeting
life standards have begun voicing demands for freedom something that no North Korean has ever
experienced. (Ryall, 2010)
The novel will be categorized under fiction, however will be marketed as an anonymous autobiography to
encourage reader acceptance of truth in the narrative, while also allowing the novel to reflect the universal
journey countless defects have embarked upon. Although the author will not participate in promotional
activities, the novel will be marketed through press releases and endorsed interviews with news media
channels that will amplify its relevance to the current state of North Korea in global society. The goal is to
launch a discussion, both locally and globally, about human rights, democratic reform, and basic standards of
living.
Price
Cost to produce varies, and as such will the selling price. Hardcovers will be manufactured specifically for
special sales to book clubs, niche market and non-traditional retailers, as well as events or fairs sponsored by
humanitarian and political movements. The projected retail cost for these distribution channels is $19.99
(Can). In the case of traditional and large-scale retailers the House will produce and distribute only
paperback versions of the novel. These will be priced at $16.99 (Can).

Financial Operations
The second hurdle to tackle was the financial department, and bracing for a loss on the title, the following is
my reasoning behind the calculations represented on the included Profit and Loss statement (P&L) for a
literary fiction. A P&L is not included for the digital e-book version for this manuscript as this is dependent
on the awareness and demand built from the print novel, specifically because the House would have to inject
further resources into contracting a conversion house as it currently does not have access to digital

conversion in-house. Rights to the eventual possibility of an e-book will, however, be included in the
publishing contract.
Two thousand hardcover trade units will be shipped primarily to special sales and niche-market bookstores
that will solidify the highly political and cultural standard of the book, and mark the short-term profit
margins of the title. The first print run will also include seven thousand three hundred and fifty trade
paperback unites will be shipped to traditional retail locations to improve mainstream awareness of the title,
as well as improve the profit forecast for the novel. Special sales are non-returnable (Week Three Lecture
Notes, Suzanne Norman, January 22, 2013), and I project a greater reception of the title from niche retail
consumers. A higher return rate of 39% is projected in the case of traditional retailers, as only a small
portion of our target audience may exist in mass-retail consumer demographics. Manufacturing costs were
calculated as approximately 85% of retail cost, in relation total units printed, due to higher quality and
finishing on the paper.
Rights income is calculated on the basis of potential sale of film rights, sale of international print and
distribution rights, sale of foreign language translation rights, and sale of rights to include promotional
branding related to the novel as requested by activist groups and other organizations. The House will also be
applying for Canadian publishing grants to cover further expenses to allocate resources for digital
conversion.

Design and Typography

With a creative brief in hand (Stone, 2011), I pitch the title to the design department focusing on the serious
tone and message behind the novel, emphasizing the facelessness of the author as indication that the book is
to represent the tale of not one, but many. The design team will need to produce striking binding and cover
prints that incorporate any partnership with activist groups, as well reflect the current political state of the
country. Other elements including project drivers, competitor lists and audience analysis is also included in
this brief (Stone, 2011).
In terms of typography, the book is projected to fill two hundred and twelve pages at size thirteen font,
written diary style with chapters corresponding with date, time and location. Both hardcover and paperback
will be produced at 8.5 x 5.5 inches in size. Inclusion of relevant paper clippings and photos in reference to
text will be placed in an appendix, and will serve to provide greater context and breadth. These will be in

black and white, therefore there will be no need to change the basic print imposition. I propose a cockle
finish on the paper to demonstrate the raw, journal-esque feeling of the novel, and a strong adhesive binding
to handle weight of book. The weight of the paper is to reflect the evocative nature of the novel.

Production and Legal

In the case of pursuing partnership with Helping Hands Korea (HHK), an activist movement founded by
American pastor and humanitarian Tim Peters advocating for the safeguard of North Korean defects, the
novel will be sold under the House brand with the honoured endorsement of HHK (Helping Hands Korea,
updated 2012). The partnership contract will retain all branding and merchandising rights of the novel under
the House name, however must ensure the active promotion of the novel on the HHK website, as well at an
official book launch event hosted by HHK. Any subsidiary use of the title by HHK or dual media promotion
of the novel is to be negotiated upon need due to necessary consideration to context. In all cases, the House
maintains all rights to the branding and promotion of the title.
Advertising for the novel will include the HHK name, and post-ordered hardcover or trade paperbacks may
include HHK endorsement on the cover. The e-book version will be linked to the HHK website:
www.helpinghandskorea.org. A larger house may not request grant funding for the project, however because
HHK is an international NGO, the House will be requesting grants from both Canadian and international
means under the basis of cultural importance to global society.

Sales
Traditional retail sales tactics will focus on book placement and visibility on the shelf (France, 2005).
Special sales will occur at promotional activist events, niche-market bookstores, and book clubs such as
CBC, the Book Club, and Scholastic. These particular clubs are chosen to reflect our motive to gain national
awareness, as well as relevant for young adults and engaged citizens. Specific cultural hub points, such as
arts centres, will have free copies delivered to increase awareness, word of mouth promotion, and raise the
profile of the novel as a politically energized and culturally empowered book.

Distribution and Channels

Along with traditional and non-traditional retail channels, as well as special sales, there is expected to be an
e-book component to this project. The Digital Content Manager will be expected to contract a conversion

house to create an evolving e-book; This is because our House does not currently have the resources to
tackle conversion to online. The term evolving is used to reflect the idea that online versions are to include
updated links, references, videos and current news. This will be done upon success of novel and in
partnership with the activist group Helping Hands Korea. The e-book will contractually require translation
by the author, as this will reduce translation cost, improve timeliness by already having a secured translation
contract, and maintain the essence of the novel as it will not be tampered by an outsiders interpretation.

The Publishing Contract and Author Relations

Although reluctant to publish her name with the novel, the author exudes a strong sense of desire to share the
experience of North Korean citizens. Stating, "They have to know that their human rights are being violated.
I want to wake up our ignorant people"(Quoting anonymous citizen, Ryall, 2010), it is likely the author will
not refuse our request to publish. The narrative is beautifully conceived, and shows potential for future
works in fiction.
The contract will include standard 10% author royalties (Finkelstein, 2005) with an immediate twenty-five
hundred dollar advance to entice the author to sign the contract deal and surrender rights to the manuscript.
Another twenty-five hundred dollar advance will be paid upon successful production and distribution of the
title to retail locations. Both are reflected in the P&L statement. Primary Grant of Rights is inclusive of
production, publishing, distribution and sales rights of all hardcover and trade paperback copies. It will also
include digital rights management where the publisher will retain all rights to online conversion of the
manuscript including updated and extended e-book editions. The following subsidiary rights are to be
included in the contract (adapted from Lecture Notes Week Three, Suzanne Norman, January 22, 2013):
First serial: Publisher maintains rights to promotion by external publication heads prior to book publishing.
Second serial: Publisher maintains rights to promotional advertising in external periodicals after book is
published.
Book club: Sales to a book club; young adult novel, therefore scholastic book clubs
Trade or Mass-market paperback: Publisher will retain production and distribution rights within Canada,
as well as assume rights to sell production and distribution of the manuscript outside of Canada.
English language outside Canada: A large house with international presence would maintain these rights

for both hardcover and trade paperback versions as it has the resources to produce the novel outside of
Canada. The House in question, although not able to produce the novel under its own name, will retain the
rights to sell this manuscript outside of Canada to interested publishing houses. This clause is specific to
sale of rights to an interested American publishing house as a potential partnership with HHK, founded by an
American citizen, may prove vital in securing a contract of this nature.
Translation: Translation of the novel for e-book format is included within the project scope, and dependent
on the success of the print version. The Publisher will obtain the rights for sale and distribution of translated
online content, as well as retain rights to translation in the case of selling rights for international printed
distribution of the novel.
General merchandising: The House will retain all merchandising rights related to the novel, especially in
the case of partnered endorsement with the HHK or further promotional efforts through press releases,
speaking engagements, and special events.
Performance: The House will retain all performance rights, as this novel lends to both film and
documentary formats. Author is only allowed observational participation of performance contracts and
negotiations to ensure authenticity of portrayals.

References
Baek, J. (2012, June). North Korean Defector Describes Vast Network of Smuggling, Drugs, and Censorship
Under Kim Jong-Un's Regime. PolicyMic. Retrieved from http://www.policymic.com
Finkelstein, J. R. (2004). Blueprint for a book: Formulating a meaningful author-publisher contract.
France, C. (1999). A case study of a pop culture book: From concept to completion.
Neenah Paper. (n.d) Glossary of Paper Terms. Retrieved from http://www.neenahpaper.com
Ryall, J. (2010, November 28). North Koreas undercover journalists reveal misery of life under dictatorship.
The Telegraph. Retrieved from http://www.telegraph.co.uk
Sang-Hun, C. (2012, August 23). One Mans Tale of Two Koreas, Changed Aliances, Torture and Fear.
The New York Times. Retrieved from http://www.nytimes.com
Stone, T. (2011, February 8). The Creative Brief: 10 things it must include. Felt and Wire.
Retrieved from http://www.feltandwire.com
Williamson, L. (2011, July 6). Shadowy world of Koreas people smugglers. BBC News Asia-Pacific.
Retrieved from http://www.bbc.co.uk