Lutheran University Press, upholding principles of quality and integrity, pursues a publishing paradigm designed to provide options in bringing the work of authors and institutions to publication.
- Royalty Publishing
The university press enters into a royalty publishing contract with the author.
The author or sponsoring institution funds some of the book production and marketing costs, especially where a limited market and small press run would price the publication out of the market or result in a deficit for the publisher.
- Subsidy Publishing
The author or sponsoring institution funds the production, marketing, and publishing costs for books which are judged to have a slow return market or books produced for a specific purpose (an institutional history, a text for a specific class, etc.).
- A Thesis/Dissertation Series
A subsidized, short-run publication to be marketed to a very narrow market, including the libraries of the Lutheran colleges, universities, and seminaries. The publisher will do minor editing for spelling, capitalization, punctuation, etc. The person achieving the academic degree will be responsible for content and proofing.
This publishing paradigm views every book as unique and having its own market niche. While niche marketing is more labor intensive, it enables a tailored delivery of marketing information to the intended audience. The author is the marketing key in creating a marketing plan. The author had a particular audience in mind while writing the book and is familiar with the discipline or constituency for whom the book is intended. The success of a book depends on how well the publisher and the author are able to devise strategies to reach that audience.
This paradigm, similar to that of other university presses, will enable Lutheran University Press to bring the largest number of works to publication.