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The Arden Challenge

Haymarket 02/12/2009


page 2

Existing

New

MARKETS

now

PRODUCTS

Globalisation

Competitiveness

Digitisation

New

Branding

future


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A&C Black

A&C Black is an imprint of Bloomsbury

Purchased Arden list in December 2008

Placed within drama list – Methuen Drama

Bloomsbury has no academic sales reps

Other elements of the list: • Focus on almanacs, i.e. Whitaker’s and Wisden • Who’s Who and Writers’ and Artists’ Yearbook • Andrew Brodie and Featherstone Education • Adlard Coles Nautical and Christopher Helm (nature, flora, fauna)


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Competitiveness Publishers

Arden

CUP

OUP

First Editions

1900s

1980s

1980s

New Editions

Late 90s

Early 2000s

Late 2000s

RRP (ÂŁ)

8.99

8.99

7.99

Other Editions

Complete Works; Criticisms; Sourcebooks

School; Dover Wilson; Bowdler; Henry Irvine;

School, Criticisms, Reading Tree

14,652

7,388

2,158

Arden

CUP

OUP

Hamlet Trade Sales (since publication) Covers

Page Layout


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Globalisation International Markets Sources:

http://www.rediff. com/news/2006/ sep/26inter.htm [24 November 2009]

Bloomsbury: establishing partnerships in Qatar; printing books in English and Arabic

India

http://internetsha kespeare.uvic.ca /Library/Criticism /shakespearein/i ndia5.html [24 November 2009]

 Cross-cultural influence already in place: A Midsummer Night’s Dream performed with Indian actors in London in 2007  Earliest adaptation: The Comedy of Errors in 1873; Merchant of Venice most popular  All 17 Indian languages have translated Shakespeare  Growing English-literate market  Lower production and distribution costs as a separate channel working alongside UK •

Outreach to international schools in regions like China


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Globalisation Branches of Western Universities in the UAE Source: http://www.faz.n et/s/Rub1A09F6 EF89FE4FD19B 3755342A3F509 A/Doc~E9FE0A 0DCF1AF4A1C8 C23CA5D30F8A DB6~ATpl~Eco mmon~Scontent .html [24 November]

34% of national budget allocated to education

35,000 students enrolled in state universities

even more in 60 foreign institutions of higher education

at least 50% of population in UAE younger than 20 years

New York University (2010)

Abu Dhabi

Sorbonne

Abu Dhabi

Michigan State University

Dubai

Wollong University

Dubai

Carnegie Mellon (Pittsburgh) Texas A&M University Georgetown University Weill Cornell Medical College Virginia Commonwealth University

Qatar Foundation


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Branding

De Chernatony Model

De Chernatony, L. (2009) Towards the holy grail of defining ‘brand’. Marketing Theory, 9(1): pp. 101-5. Bridges, C.M. & Wilhelm, W.B. (2008) Going beyond green: The “why and how” of integrating sustainability into the marketing curriculum. Journal of Marketing Education 30(1): pp.33-46.


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Digital

Market qualifier: online content

Contact between yearly conferences - online magazine to update scholarly research - forum for editors to discuss issues

XML: tag metadata theoretically - ie. Post-colonial theory, Feminist theory, Marxist theory - cross reference passages by theory to produce a database of scenes, quotations and characters Example (2.2.239-240) <existentialism> Hamlet: Why then, ‘tis none to you; for there is nothing / either good or bad, but thinking makes it so </existentialism>


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Conclusion Existing

Competitiveness:

Globalisation:

• need to diversify more

• new markets in India, China and UAE

PRODUCTS

• threat of being overtaken by

Branding:

Digitisation:

• more consistent

• of processes

• develop brand personality

• of content = diversification

• updated design standards

New

MARKETS

New


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References

Arden Shakespeare (2009) Hamlet http://www.acblack.com/Catalogue/Image.asp?ISBN=9781904271338&mscssid=S6JX9AABTRB78GL5V KMRCXSH00GUFTE8 [25 November 2009] Armstrong, J. (2009) Introduction to The Arden Shakespeare, Presentation to MA in Publishing Studies, City University London (18 November) (personal communication). A&C Black (no date) [Online] Available: http://www.acblack.com/ [27 November 2009]. A&C Black (2009) The Sourcebooks Shakespeare http://www.exacteditions.com/exact/browse/478/725/4842/3/14/0/ [25 November 2009] Bridges, C.M. & Wilhelm, W.B. (2008) Going beyond green: The “why and how” of integrating sustainability into the marketing curriculum. Journal of Marketing Education 30(1): pp.33-46. Cambridge University Press (2009) The Bowdler Shakespeare http://www.cambridge.org/uk/catalogue/catalogue.asp?isbn=9781108001083 [25 November 2009] Cambridge University Press (2009) Hamlet: Prince of Denmark http://www.shakespeare.org.uk/shopping/images/Cambridge%20Hamlet.jpg [25 November 2009] Cambridge University Press (2009) The Henry Irvine Shakespeare http://www.cambridge.org/uk/catalogue/catalogue.asp?isbn=9781108001434 [25 November 2009] Cambridge University Press (2009) Inventing Words with a Hyphen http://www.cambridge.org/uk/education/secondary/english/shakespeare/cambridgeschoolshakespeare/do wnloads/Shakespeare's%20Langauage.pdf [25 November 2009] Cambridge University Press (2009) Romeo and Juliet: The Cambridge Dover Wilson Shakespeare http://www.cambridge.org/uk/catalogue/catalogue.asp?isbn=9781108006026 [25 November 2009] Cambridge University Press (2009) Worksheet 5 http://www.cambridge.org/uk/education/secondary/english/shakespeare/cambridgeschoolshakespeare/do wnloads/R&J%20Worksheet%205_Mercutio.pdf [25 November 2009]


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References

De Chernatony, L. (2009) Towards the holy grail of defining ‘brand’. Marketing Theory, 9(1): pp. 101-5. Hermann, R. (2008) Studieren an der Sorbonne Arabiens, FAZ.net [Online]. Available: http://www.faz.net/s/Rub1A09F6EF89FE4FD19B3755342A3F509A/Doc~E9FE0A0DCF1AF4A1C8C23CA 5D30F8ADB6~ATpl~Ecommon~Scontent.html [24 November 2009]. Internet Shakespeare Editions (no date) Shakespeare on the early modern Indian stage. Available: http://internetshakespeare.uvic.ca/Library/Criticism/shakespearein/india5.html [24 November 2009] Oxford University Press (2009) Oxford Reading Tree Chart http://fds.oup.com/www0.oup.com/ort/2/tree.html [25 November 2009] Oxford World’s Classics (2009) The Oxford Shakespeare: Hamlet http://www.booksexpress.co.uk/book/l9780199535811.jpg [25 November 2009] Oxford University Press (2009) The Winter’s Tale http://fds.oup.com/www.oup.com/pdf/oxed/TheWintersTale.pdf [25 November 2009] Rediff India Abroad (2006) William Shakespeare is our heritage too. Available:http://www.rediff.com/news/2006/sep/26inter.htm [24 November 2009] Shakespeare, W (2006) Macbeth pp 58-9, Oxford University Press http://fds.oup.com/www0.oup.com/ort/pdf/ttclassics/stage16/st16pdf.pdf [25 November 2009]


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Arden Layout

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CUP Layout

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OUP Layout

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Arden  

presentation