Pick Me - Breaking Into Advertising and Staying There

Turn the page on a new career and live your passion

Do you know the Dewey decimal system by heart? Do you look forward to long waits in the doctor's office so you can catch up on your magazine reading? Do you have enough books to start your own library? If you answered yes to any of these questions, your career choice has already been made. Now you need to choose an occupation. Careers for Bookworms & Other Literary Types provides all the information you need to launch a career as a:
Librarian • Book editor • Television show producer • Genealogy researcher • Travel writer • Public relations representative

Inside you'll find practical advice on deciding which calling is for you, along with firsthand accounts of everyday routines, information on working conditions on selected jobs, and a list of resources to help you get your foot in the door. Let Careers for Bookworms & Other Literary Types put you on the path to a dynamimc and rewarding career.

Careers in the media have always been popular, but publishing is particularly competitive, with thousands of graduatestrying to get a foot in the door. This targeted, practical guide isideal for anyone who wants to work in publishing, whether ontraditional books and magazines or online publications. It will helpreaders to get that all-important first job and includes:

• Working out if publishing really is for you
• Overviews of different types of publishing
• Explanations of different roles and departments (editorial, production, sales, marketing and so on)
• Top tips on how to make it in the industry
• Advice from leading industry figures

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.

Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.

Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why

• advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
• the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
• advertising should only be used to maintain brands once they have been established through publicity.

Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

How do publishers work and make money? Why do they exist?

This expanded and thoroughly revised fourth edition of Inside Book Publishing is designed for students of publishing, authors needing to find out publishing secrets, and those wanting to get in or get on in the industry. It addresses the big issues – globalization of publishing, the impact of the internet – and explains publishing from the author contract to the bookshop shelf.

It covers:

• how the present industry has evolved
• publishing functions – editorial, design and production, marketing, sales and distribution, and rights
• the role of the author
• copyright and contracts
• the sales channels for books in the UK, from the high street to ebooks
• getting a job in publishing.

It features:

• topic boxes written by expert contributors
• a glossary of publishing terms
• suggestions for further reading
• a directory of publishing organizations
• a Companion Website at: http://www.insidebookpublishing.com/.

FINALLY, ANSWERS TO THE QUESTION: HOW ARE BIG IDEAS BORN?

Foreword by Sally Hogshead, author of Fascinate: Your 7 Triggers to Persuasion and Captivation

Creative directors, art directors and advertising copywriters are some of the great artists and thinkers of our time. Considering the scope and power of their influence in our culture, that's not such a crazy idea.

Take an intimate look into the creative processes of some of the top minds in the advertising industry. Get inspired as you learn about the people behind smart ad campaigns and see how they visualize their own search for a great idea.

You'll find outstanding work from an eclectic mix of agencies, including TBWA\CHIAT\DAY, The Jupiter Drawing Room, Wieden+Kennedy, McGarryBowen, McCann Erickson, Ogilvy & Mather, Carmichael Lynch and 72andSunny.

The Creative Process Illustrated represents a rare and remarkable look at the minds that fuel the ad industry. You'll be inspired to fresh thinking and better work immediately. Inside you'll find: