Lonely Planet Publishing House Case Study by Nicky

Lonely Planet Publishing House
A case study of the Lonely Planet publishing house and its competitive environment today.
# 128166 | 2,231 words | 9 sources | APA | 2010 | US
Published on Jul 01, 2010 in Business (Companies) , Business (Marketing) , Tourism (General)


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Description:

The paper examines the history of the Lonely Planet publishing house and its national and international connections/allegiances, parent companies, the type of books published and kinds of authors published. The paper then looks at the target audiences and markets, marketing techniques used and the submission guidelines for authors. The paper discusses Lonely Planet's connections and networking with other parts of the writing/book industry and the company's involvement in prizes, awards, festivals or other events. Finally, the paper suggests steps for an author who desires a manuscript to be published by Lonely Planet, and examines the positive and negative aspects of one of the company's recent publications, "The Lonely Planet Guide to Home-Made Nations" edited by Josh Ryan et al. The paper includes recommended submission guidelines for authors and freelance editors at Lonely Planet as appendices to the paper.

Outline:
Critical Industry Profile for Lonely Planet
Other Relevant Profile Factors for Lonely Planet
Steps Suggested for Author With Manuscript Desired to be Published by Lonely Planet
Book's Title, Content and Aims of the Author in Writing the Book
Positives
Negatives

From the Paper:

"By any measure, competing on the global market today requires more than a mere presence on the Web and is a particularly risky enterprise for companies competing in the large school book publishing industry today. As Poland emphasizes, "Publishing is a high-risk venture which must reconcile a number of competing interests, especially the claims of culture and commerce" (Poland 1999 p. 110). This author makes these assertions based on her empirical observations and analysis of book publishing companies in general and those headquarters in Australia, some of which have managed to make the transition to online sales in successful ways. In this regard, Lonely Planet has persevered where others have failed, and this company's success is significant for analysis because its success can be generalized across the board in many ways. For example, Poland points out that, "In many ways independent Australian publishing can be seen as a microcosm of these same tensions. Many independent publishers are motivated to publish vibrant lists for cultural, political or literary reasons" (p. 110)."

Sample of Sources Used:

  • Baedeker, Karl. 1905. Austria-Hungary: Including Dalmatia and Bosnia; Handbook for Travellers. Leipzig: Author.
  • "BBC buys Lonely Planet." 2007, October 1. Business Day. [Online]. Available: http://www. theage.com.au/news/business/bbc-buys-lonely-planet/2007/10/01/1191091011676.html.
  • "Become a Lonely Planet Author." (2008). Lonely Planet. [Online]. Available: http://www. lonelyplanet.com/jobs/becomeauthor.cfm.
  • Huggan, Graham. 2001. The Postcolonial Exotic: Marketing the Margins. New York: Routledge.
  • Greenway, P., Lyon, J. and Wheeler, T. (1999) Bali & Lombok, 7th edn. Hawthorn, Vic: Lonely Planet Publications cited in Huggan at 202.

Cite this Case Study:

APA Format

Lonely Planet Publishing House (2010, July 01) Retrieved December 12, 2019, from https://www.academon.com/case-study/lonely-planet-publishing-house-128166/

MLA Format

"Lonely Planet Publishing House" 01 July 2010. Web. 12 December. 2019. <https://www.academon.com/case-study/lonely-planet-publishing-house-128166/>

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