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This study examined segments of the difficult situation currently facing university presses. Shrinking libraryorders, print runs, and university subsidies have led the presses to develop various strategies to recover costs. The cutbacks intraditional monographs and the lure of the cross-over book have constituted a prevalent list-building strategy, with mixedconsequences for art history. We are impressed by the work of the university press art history editors, their genuine commitment toscholarship, acquiring of high-quality and innovative work, and the finely produced books that they publish. But while their imprimaturconfers enormous prestige, the presses operate in an increasingly circumscribed field, and surveying that field raises a questionabout mission. The mission of the university presses and how they relate to their universities is unclear and in need ofrethinking.

In his famous article "Marketing Myopia," Theodore Levitt, the late Harvard Business School professor,described industries that are "endangering their futures by improperly describing their purposes." Hollywood, for example,failed to see television as a threat because it saw its product as movies, not entertainment. "There is no such thing as a growthindustry...;," Levitt wrote, "only companies organized and operated to capitalize on growth opportunities."

Theodore Levitt, "Marketing Myopia," Harvard Business Review 38 no. 4 (July-August 1960), 46, 47.
His insight pertains to university presses, which have primarilydefined their business as book publishing, not knowledge transmission, and partially as a result have been relatively slowto participate in online publishing. Some presses have launched successful online journal programs, but born-digital ventures arestill rare, and art history is probably the least likely point of entry. No one press can solve the image problem or create a marketfor e-books. These changes require larger scale, collective action.

Libraries, by contrast, define their mission in terms of the dissemination of information, and they have becomeinnovative leaders in the electronic domain. Loyalty to beautifully produced books is a wonderful thing, but it appears to have keptpresses from capitalizing on a growth opportunity. If university presses redefine their business in terms of the transmission ofknowledge rather than strictly the publishing of books, common ground opens up with their university libraries, and productivecollaborations between libraries and university presses, now nascent, will grow. Forward-thinking leaders in several presses andlibraries are working together, fashioning new relationships, and pursing new directions, but more could be done. The presses lackthe resources to launch full-fledged electronic publications, but such infrastructural capacity already exists in the library system.In collaboration, university presses and libraries could have a very positive impact on scholarly publication, but this suggestionbegs the question of the puzzling relationship of universities to the presses that bear their name.

University presses appear to be kept at a distance from their parent institutions. The press receives directand indirect subsidy and obviously trades on the university's good name, yet the press is not integrated in the university system. Onehas to wonder what role university leaders think their presses should perform. The strengths of the presses are usually notcoordinated with the university's academic strengths, nor are publishing initiatives aligned with institutional objectives. Wouldit not be more productive for the university, the faculty, and the press if they collaborated, and if at least some editorial policiesreinforced common intellectual priorities and supported faculty research? Such collaborative thinking need not hamper the vitalrole university presses play in publishing stimulating new scholarship independent of institutional affiliations; it would begeared instead to enhancing and clarifying university press missions in specific instances. Why should universities alienatetheir presses when they could play a role in advancing the institutional mission? That is a question for university leaders toanswer.

Questions & Answers

Is there any normative that regulates the use of silver nanoparticles?
Damian Reply
what king of growth are you checking .?
What fields keep nano created devices from performing or assimulating ? Magnetic fields ? Are do they assimilate ?
Stoney Reply
why we need to study biomolecules, molecular biology in nanotechnology?
Adin Reply
yes I'm doing my masters in nanotechnology, we are being studying all these domains as well..
what school?
biomolecules are e building blocks of every organics and inorganic materials.
anyone know any internet site where one can find nanotechnology papers?
Damian Reply
sciencedirect big data base
Introduction about quantum dots in nanotechnology
Praveena Reply
what does nano mean?
Anassong Reply
nano basically means 10^(-9). nanometer is a unit to measure length.
do you think it's worthwhile in the long term to study the effects and possibilities of nanotechnology on viral treatment?
Damian Reply
absolutely yes
how to know photocatalytic properties of tio2 nanoparticles...what to do now
Akash Reply
it is a goid question and i want to know the answer as well
characteristics of micro business
for teaching engĺish at school how nano technology help us
Do somebody tell me a best nano engineering book for beginners?
s. Reply
there is no specific books for beginners but there is book called principle of nanotechnology
what is fullerene does it is used to make bukky balls
Devang Reply
are you nano engineer ?
fullerene is a bucky ball aka Carbon 60 molecule. It was name by the architect Fuller. He design the geodesic dome. it resembles a soccer ball.
what is the actual application of fullerenes nowadays?
That is a great question Damian. best way to answer that question is to Google it. there are hundreds of applications for buck minister fullerenes, from medical to aerospace. you can also find plenty of research papers that will give you great detail on the potential applications of fullerenes.
what is the Synthesis, properties,and applications of carbon nano chemistry
Abhijith Reply
Mostly, they use nano carbon for electronics and for materials to be strengthened.
is Bucky paper clear?
carbon nanotubes has various application in fuel cells membrane, current research on cancer drug,and in electronics MEMS and NEMS etc
so some one know about replacing silicon atom with phosphorous in semiconductors device?
s. Reply
Yeah, it is a pain to say the least. You basically have to heat the substarte up to around 1000 degrees celcius then pass phosphene gas over top of it, which is explosive and toxic by the way, under very low pressure.
Do you know which machine is used to that process?
how to fabricate graphene ink ?
for screen printed electrodes ?
What is lattice structure?
s. Reply
of graphene you mean?
or in general
in general
Graphene has a hexagonal structure
On having this app for quite a bit time, Haven't realised there's a chat room in it.
what is biological synthesis of nanoparticles
Sanket Reply
how did you get the value of 2000N.What calculations are needed to arrive at it
Smarajit Reply
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Source:  OpenStax, Art history and its publications in the electronic age. OpenStax CNX. Sep 20, 2006 Download for free at http://cnx.org/content/col10376/1.1
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