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July 12, 2013


Have ELT brands become more important than ELT authors?

EdTechAnother excellent and thought-provoking article from eltjam on the issue of ELT titles and authors as "brands." A couple of changes at major UK publishing houses suggests that we may have moved from an age of author-led publishing towards brand-led publishing.

So what (or who) are the big ELT publishing brands? Well, the publishers themselves, of course; say any publisher’s name, and we’ll have associations with their brand. What else? Cambridge University Press’s in Use brand, without a doubt; Headway from Oxford University Press; Cutting Edge and Market Leader from Pearson; Global or onestopenglish from Macmillan; the list could go on and on. These are all individual courses, products or series, but they’re also all Big Brands. And, in most cases, they have individual authors, or teams of authors, behind them, who are often brands in themselves (as many successful authors are). But here’s the question: from a purely commercial perspective: what matters to customers more, the brand or the author(s) behind it?

The most obvious answer, of course, is that you can’t separate the two; that the author and the brand are completely intertwined. And that’s true. Or at least it has been up until now. But there’s a growing sense amongst the ELT writing community that there’s some change afoot in how the big publishers and authors are going to be working together from now on. Is that because we’ve moved away from author-led publishing towards brand-led publishing? And, if we have, what’s the difference?

Read the full article from eltjam.

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