| GB.265/PFA/3/3
267th Session November 1996 |
| Programme, Financial and Administrative Committee | PFA |
THIRD ITEM ON THE AGENDA
Preliminary consultation on the Programme
and Budget proposals for 1998-99
ILO publications policy
1. At its 264th Session (November 1995), the Programme, Financial and Administrative Committee took note of the Director-General's intention, in connection with the programme and budget adjustments, "to improve the quality of ILO clearer focus on well-written and properly researched publications, with a analyses of topical issues and problems falling squarely within the mandate of the Organization", and "to reorganize the Relations and Meetings Department and the Editorial and Document Services Department, so as to create a new department comprising all operations relating to meetings, and a separate service dealing with ILO publications". (1) In so doing, the Governing Body gave effect to a recommendation made by the Tripartite Working Party on Programme and Budget Adjustments for the Office to prepare a paper "setting out the publication policy to be adopted". (2)
2. This paper is submitted to the Governing Body for discussion of the steps being taken by the Office to adopt such a new policy with regard to ILO publications.
Objectives
3. The Office considers that the overall objective of ILO publications should be to reinforce the reputation of the Organization as a centre for excellence and a point of reference on issues related to labour and employment. The purpose of a publications policy should be to guide ILO departments engaged in research and policy work in the allocation of limited resources for writing and editorial work. Final manuscripts for publication by the Office should be perceived as highly relevant to important policy debates on issues affecting employment and the social partners, or as unique in offering practical solutions to the specific problems of constituent groups. The ILO should therefore produce and market publications that reflect the core mandate of the Organization and that are recognized for their originality, quality and accessibility.
4. The programme should also continue to encompass the publication of works in English, French and Spanish. The ILO is committed to the widespread adoption and dissemination of its publications in multiple languages.
5. Finally, publications activities should rest on sound publishing management systems that cover editing, production, marketing, sales and the distribution of materials published under the ILO imprint.
6. ILO publications policy requires a new approach that is responsive to the interests and concerns of constituents and technical and administrative units at the ILO and that takes into account the electronic environment in which research and writing, as well as production and dissemination, now take place. The focus of this paper is the development of a new publications policy that will describe the Office strategy in relation to new publication projects, set forth Organization-wide criteria for the evaluation of proposals and manuscripts, and identify the types of publications to appear under an "ILO Publications" imprint.
A new strategy and structure for the
management of ILO publications
7. In November 1995, the Governing Body approved an organization structure that separates the printing and distribution of official documents from activities related to the selection, production and dissemination of major ILO publications. On 1 January 1996, the Office established a Publications Bureau with the special mandate to create a small, professional unit to work with ILO technical units to improve the quality and sales potential of ILO publications. Staff engaged in the publication of books have been brought together with the unit responsible for publication of the International Labour Review.
8. This has resulted in preliminary administrative savings on publications activities in the amount of $1.67 million. The revised publications budget for 1996-97 is $7.3 million. Revenues for 1996 are projected at $1.5 million, increasing to $1.65 million in 1997. The unit is expected to show revenues of $3.4 million in 1999.
9. Through this reorganization, the Office commits itself to greater coordination between author units and strategy-setting officials, as well as between the functions that comprise a publications activity: editing, production, marketing and business administration.
10. The Office notes that professional publishing has two major components: selection and dissemination. It is in the act of selection that publishers establish and build a reputation. Quality and visibility should therefore be goals of the publications programme supported by the International Labour Office, and in a period of declining resources, difficult allocation decisions will need to be made at all levels. Such decisions should be consistent with core initiatives and action programmes.
11. Specifically, the Office is pursuing a strategy that will ensure greater clarity in the proposal stage about the finished book or reference product. Discussion of the purpose to be served by each publication will influence the form it should take. For example, decisions at the proposal stage about whether to produce a research monograph or a training manual will allow the Office to make the appropriate editorial investment in each manuscript project.
12. This strategy also encompasses analysis of the potential readership and agreement regarding the likely impact of the manuscript in its final form. Target audiences include policy-makers, employers' and workers' organizations, labour law and industrial relations practitioners, academics, students, librarians and researchers.
13. A review process should also be put in place to ensure that the publications programme in general is characterized by high quality and that each manuscript bearing the ILO imprint has particular value for one or several groups of constituents.
14. Greater integration between editorial, production and marketing functions in the planning stages of publications should result in increased capacity to move quickly with time-sensitive books and periodicals, which should in turn contribute to greater visibility for major action programmes and research initiatives of the ILO. The overall projected effect of the proposed programme is a doubling of revenues between 1996 and 1999.
Review process
15. The ILO's basic mandate and priorities should be viewed as the most important factor in evaluating new publication opportunities and should guide resource allocation within the Office. The Office could carry out such evaluations through the establishment of a small, representative review committee responsible for the approval of major publication proposals and of final manuscripts. However this is done, each project would need to be assessed in relation to a set of criteria.
16. For the evaluation of preliminary manuscript proposals, the criteria should include the following:
- the subject should be viewed as suitable for a book-length project;
- the subject should be highly relevant to one or several principal areas of ILO activity;
- the author(s) or editor and contributors should be eminently qualified to write on the topic;
- the work being proposed should reflect the research and thinking of individuals associated with the ILO and should not be the product of research conducted purely by external collaborators;
- the intended readership should be clearly articulated.
17. The criteria for evaluation prior to publication of completed monographs and policy studies would be the following:
- the data are current and the case illustrations up to date;
- the text is well organized and well written (accessible to the intended reader);
- expert opinion has been sought from colleagues, other technical departments and external readers in the identification of omissions, mis-statements of fact, or other weaknesses that can be addressed prior to publication;
- the representation of the subject is viewed by experts as fair and accurate;
- publication has been recommended by senior ILO officials as well as by expert outside readers;
- the work has market potential through the book trade, ILO offices, projects and/or constituents.
18. These criteria would be applied to all publication proposals and final manuscripts intended for broad dissemination in research and policy-making circles.
19. Editorial activities would then be structured to permit early attention to important aspects of manuscript planning and development and to continued investment in the preparation of manuscripts for production.
Types of publications
20. The ILO publications policy pertains to published materials that, in the view of relevant editorial advisors, reflect the ILO's commitment to the publication of thoughtful, informative, timely commentary on current issues of social and economic importance.
21. It is proposed that emphasis be placed on ten types of publication within the three general categories of books and monographs, reference works and periodicals:
(a) Books and monographs:
- ILO policy studies
- Research monographs
- Legal and other official publications not in the form of periodicals
- Educational or training materials and technical manuals
(b) Reference works:
- Large-scale reference projects
- Reference "reports"
- Bibliographic reference materials
(c) Periodicals:
- Official bulletins
- A scholarly, multidisciplinary, international journal
- Bulletins of statistical updates.
22. Planning for each new publication or periodical should entail close collaboration between editorial and marketing staff and author departments in order to maximize sales and guarantee appropriate distribution throughout relevant countries and regions.
(a) Books and monographs
- ILO policy studies
23. ILO policy studies would be intended to reflect extensive policy analysis based on a multidisciplinary approach to issues that have been identified for the attention of ILO departments and their research staff. These books and monographs would be issued as single publications or as part of an annual, biennial or occasional series (e.g. World Employment and the World Labour Report).
- Research monographs
24. Research monographs would be intended to provide high-quality, in-depth background on subjects of vital interest to ILO constituents. These books could be issued independently or as part of a series (e.g. The work of strangers and Workers' financial participation: East-west experiences).
- Legal and other official publications not in the form of periodicals
25. These manuscripts currently proceed from ILO technical units doing work related to international labour standards. Examples include updated Conventions and Recommendations as well as Codes of Practice approved for publication by the Governing Body. These and other official reports are not covered by this policy but are part of the basic mandate of the ILO.
- Educational or training materials and technical guides
26. The ILO's commitment to giving balanced coverage to the practical problems and concerns of policy-makers and working people in countries at different stages of development would be reflected in publications issued by technical departments as part of services to ILO constituents. Proposals for major training and technical guides could be submitted for review by senior ILO officials, but many such guides should be thoroughly tested and evaluated in the field prior to final publication.
(b) Reference works: printed and electronic
27. ILO reference materials would be intended to reflect the role of the International Labour Office as a clearing house for data and information on social and economic phenomena. Such works should be developed with a view to their dissemination via all appropriate media. Projects with a high revenue potential should be developed with the market in mind.
- Large-scale technical reference works
28. On-going data collection efforts of a specialized technical nature should be undertaken only when such projects would contribute to building the reputation of the ILO as a principal authority on a particular issue. Special attention should be given to identifying a series of topics related to core action programmes of the ILO where an investment in data collection under the direction of a recognized expert would signal to member countries and to the social partners that the ILO is uniquely equipped to provide essential data and information on topics related to employment and the workplace.
29. For example, the Organization's experience with the Encyclopaedia of occupational health and safety over the past 65 years and with the Yearbook of labour statistics is proof of the recognition that can be built for ILO activities and networks in major areas of concern to its constituents.
- Reference "reports"
30. These one-off reference products are by-products of ILO research on specific topics that is undertaken for a limited period of time by a technical unit. Such topical "briefs" could be issued as part of a reference series of "ILO reports on".
- Bibliographic references
31. The ILO has been responsible for producing a series of international labour bibliographies. This series should continue. In addition, the Office should be encouraged to develop new bibliographic references.
(c) Periodicals
32. The term "periodicals" should be reserved for publications that are produced at least yearly and for which annual subscriptions are solicited. Marketing policies would distinguish between official documents and bulletins of the ILO and those periodicals which appear regularly and for which a sustained, professional marketing effort should result in greater visibility for the Organization as a whole. These would include:
-
A scholarly, multidisciplinary international journal
This journal, currently the International Labour Review, should be supported as a flagship journal for policy-makers, academics and researchers and should feature the results of first-rate inquiry and expert opinion on subjects of importance to society and the economy. -
Bulletins of statistical updates
Periodicals like the Bulletin of Labour Statistics justify sustained organizational and marketing support on account of the clear value of the information contained in them for the libraries and institutions that subscribe.
33. These periodicals would be offered as part of annual subscription campaigns and, even in electronic form, the information should be accessed on a fee-per-use basis.
Dissemination
34. Marketing resources should be focused on publications capable of generating revenue on account of their probable value to institutions or groups capable of purchasing materials at market rates. Investment in the administration of sales activities at ILO headquarters and in ILO field offices should be reassessed in the light of the number of high-quality publications produced for international distribution through retail, wholesale and/or library channels. Partnerships with outside distributors should also be explored and consideration given to the promotion of a limited number of ILO titles through distributors that are well positioned to represent ILO policy studies to the retail and library communities.
35. In 1996-97, the Office intends to manage the dissemination of ILO publications with a view to full publicity and promotion of books and periodicals that have a potentially wide audience (e.g. International Labour Review, World Employment, the Encyclopaedia of occupational health and safety, and the third edition of Management consulting: A guide to the profession). Revenue streams should be monitored, and reviews in general and specialized media -- as well as citations in both scholarly and professional journals -- should be viewed as measurable sources of prestige and impact. Sales activities over the coming year should also include greater coordination with publications activities sponsored by ILO field offices. Emphasis on licensing and the granting of permissions to reproduce ILO material should continue, with special attention to increasing revenues through this channel. Finally, efforts should also include developing direct mail campaigns that are targeted at the interests and buying habits of specific institutional and individual buyers in the public and private sectors.
36. ILO officials responsible for the supervision of electronic and Internet-related initiatives should be involved in early consultation with author units to foster the appropriate use of electronic media for the dissemination of working papers and other forms of research in progress. This is especially important, as the final published output stands to benefit from timely, critical feedback from members of the academic and policy-making communities who are easily reached via electronic mail over the Internet.
37. In sum, the marketing of ILO publications should be characterized by efforts to disseminate information about fully fledged ILO publications more broadly and to penetrate specific markets more deeply.
Pricing and free distribution of ILO publications
38. Pricing policies on ILO publications should be determined in connection with a revised policy on official and free distribution. For most publications it might be appropriate to propose that the technical departments be asked to explicitly budget for the free distribution of materials needed for their project-related work. Free copy distribution of books, monographs, etc. for other purposes could then be curtailed unless the need for a stated number of copies is explained at the time of the manuscript proposal.
39. The pricing policy should also take into account the need for discounts on sales to particular categories of customers in developing and transition economies.
40. Pricing will clearly be influenced by distribution arrangements, as outside distributors demand steep discounts for sales to wholesalers, retailers and libraries, etc. It would, however, be premature to suggest new policies in this area until there is access to comprehensive and reliable data on sales and revenue streams concerning ILO publications through Geneva, as well as through the field offices.
41. At this initial stage, for the ILO's lead policy titles, the new sales and distribution strategy should include distribution agreements with publishers in key markets who have the ability to place new titles in retail outlets. Cultivating such relationships in the future, however, will depend on a continuous flow of products (six to ten major titles each season; two seasons per year), and the list for any given season should be confirmed well in advance of the publication date of lead titles.
42. With regard to periodicals, the Office currently administers cataloguing and order processing for ten ILO publications that are sold to institutions on the basis of pre-paid subscriptions. Five of these are produced primarily for official distribution and are characterized by print runs that are six to ten times the number of paid subscriptions. In addition, as much as 10 per cent of the print run is offered to institutions and libraries as part of an exchange programme administered by the ILO Library (120 to 280 copies, depending on the interest in a specific title) and another 10 per cent is sent free of charge to ILO depository libraries. Official distribution for these titles ranges from 500 to 1,000 copies.
43. Full costs associated with producing these publications are not available, but some illustrative costs are shown in the appended table. A system would have to be established to track staff time within each department (editorial and composition costs) and to identify expenses associated with design, paper, printing and binding, which are currently decentralized. This process can begin under the new arrangements.
Business management
44. In preparing for more targeted marketing campaigns on behalf of selected publications, a survey has been undertaken of the 45,000 individuals and institutions on the ILO publications catalogue mailing list. A new sales and inventory system is being tested and is scheduled to go on-line in mid-1996. It is expected that such initiatives will yield information that can be used to increase revenues from important backlist titles, while allowing the Office to launch new titles in a more cost-effective, targeted manner.
45. Through the new sales and inventory system, the Office will be able to establish a financial reporting system to track the costs and revenues associated with each new title published. Sustained attention to the business side of book publishing will permit the Office to allocate costs associated with the editing and production of manuscripts in a more consistent manner vis-à-vis author units, and to identify the most efficient production methods and distribution channels for different types of publication.
46. New opportunities to outsource the composition, printing, and binding of monographs and educational or training materials will be explored. Headquarters will work with ILO field offices to identify appropriate vendors in regions where the local market for a publication is strong and where lower costs should allow the ILO to sell basic educational and training materials at prices that are affordable in the developing and transition economies.
47. Close coordination between the marketing, production and business functions, and regular, detailed analyses of expenses associated with the production and promotion of specific titles and categories of publication, will lead to better marketing decisions, a clear understanding of the costs and benefits of outsourcing one or a series of production activities, and greater accountability for errors and market failures.
48. In conclusion, this paper describes measures being undertaken by the Office to develop and implement a new publications policy. There are clearly other initiatives to be pursued in the development of a comprehensive, creative information policy to meet the needs of constituents in the twenty-first century. We hope these first steps on behalf of the publications programme will encourage useful dialogue with the Governing Body.
Geneva, 11 March 1996.
1. GB.264/PFA/9, paras. 28-29, and GB.264/8/3, Appendix, section B.
2. GB.264/PFA/9/2, Appendix, section II.D.
Appendix
Printing costs and distribution of ILO periodicals
| Periodical | No. issues per year | Print run | No. paid subscriptions | No. exchanges | No. depository libraries | Official distribution | Production costs $ | Annual revenue (1994) $ | . |
| International Labour Review 1 | 6 | 9 850 | 2 798 | 1 065 | 191 | 1 307 | 130 891 | 146 219 | . |
| Labour Law Documents 1 * | 3 | 3 000 | 614 | 144 | 153 | 961 | 21 654 | 34 706 | . |
|
Bulletin of Labour Statistics 2
+ October inquiry + 4 supplements |
4 | 3 400 | 979 | 278 | 152 | 1 004 |
62 893
22 401 2 545 |
66 857 | . |
|
Yearbook of Labour Statistics 2
+ Statistical Sources and Methods (Hardbound) (Paperback) |
1
1 |
3 400
2 200 |
502
-- |
3
263 |
--
153 |
--
932 |
110 000 |
69 787
246 078 |
(subs)
(single) |
|
Official Bulletin 1
(Series A and B) |
6
+ Index annually |
3 400 | 438 | 279 | 169 | 1 125 |
43 396
(Series A + Index) |
40 881 | . |
| International Labour Documentation | 10 | 1 150 | 386 | 100 | 84 | 151 | -- ** | 25 730 | . |
| Labour Education 1 | 4 | 4 250 | 299 | 121 | 134 | 522 | 55 458 | 10 354 | . |
| Judgments of the Administrative Tribunal 3 | 2 | 2 350 | 283 | 250 | 102 | 732 | -- ** | 12 291 | . |
| Conditions of Work Digest | 1 | 2 200 | 383 | 30 | 49 | 317 | 22 154 |
13 454
7 945 |
(subs)
(single) |
1 Published in English, French and Spanish.
2 Trilingual.
3 Published in English and French.
* Discontinued in printed form as of January 1996 (distributed electronically free of charge).
** Produced internally.