UNIT 30 - IDEA DEVELOPMENT AND PITCH (TASK 2)

The brief

An international publishing house is about to start a new advertising campaign via adverts broadcasted on diverse television stations. It’s main aim is not to promote the actual publishing house but rather individual non-fiction books. Potential clients will therefore be open to choose from where they would want to buy their books since they are distributed worldwide. They sell their books via international bookshops as well as the best online book sellers such as Amazon, Play and more.

Therefore, they are organizing a world-wide fictional competition for the best 1-minute advert and are calling on the creative and technical skills of young people currently studying media related courses to create short, fun and entertaining promotional videos.

The defined criteria as set by the client are the following:

v  Must be 60-seconds in length

v  Must be about a non-fiction book of your choice

v  Must fall under the ‘G’ rating criteria as regards to regulation

v  Make it short, fun and entertaining

Hence, for UNIT 30:  Advertisement Production for Television, we are working in groups of three (3). BUT for now we are still researching individually about our chosen non-fiction book, in my case, Mastering The Art Of French Cooking.

THE CLIENT

Alfred A. Knopf, Inc. is a New York publishing house, founded by Alfred A. Knopf, Sr. in 1915. It was acquired by Random House in 1960 and is now part of the Knopf Doubleday Publishing Group at Random House. The publishing house is known for its borzoi trademark which was designed by co-founder Blanche Knopf. Many of its hardcover books later appear as Vintage paperbacks. Vintage is a sister imprint under the Knopf Publishing Group. In late 2008 and early 2009, the Knopf Publishing Group merged with the Doubleday Publishing Group to form the Knopf Doubleday Publishing Group.

Knopf was founded in 1915 and officially incorporated in 1918, with Alfred Knopf as president, Blanche Knopf as vice-president, and Samuel Knopf as treasurer. Blanche and Alfred traveled abroad regularly and were known for publishing European, Asian, and Latin American writers in addition to leading American literary trends. Samuel Knopf died in 1932. William A. Koshland joined the company in 1934, and worked with the firm for more than fifty years, rising to take the positions of President and Chairman of the Board. Blanch became President in 1957 when Alfred became Chairman of the Board, and worked steadily for the firm until her death in 1966. Alfred Knopf retired in 1972, becoming chairman emeritus of the firm until his death in 1984.

In 1923 Knopf also started publishing periodicals, beginning with The American Mercury, founded by H. L. Mencken and George Jean Nathan, which it published through 1934. Knopf also produced a quarterly, The Borzoi Quarterly, for the purpose of promoting new books.

Blanche Knopf visited South America in 1942, so the firm could start producing texts from there. She was one of the first publishers to visit Europe after World War II. Her trips, and those of other editors, brought in new talent from Europe, South America, and Asia. Alfred traveled to Brazil in 1961, which spurred a corresponding interest on his part in South America. Their son, Alfred "Pat" Jr. was hired on as secretary and trade books manager after the war. Other influential editors at Knopf included Harold Strauss (Japanese literature), Herbert Weinstock (biography of musical jargon composers), Judith Jones (culinary texts), as well as Angus Cameron, Charles Elliott, Lee Goerner, Robert Gottlieb, Ashbel Green, Carol Brown Janeway, Michael Magzis, Anne McCormick, Nancy Nicholas, Daniel Okrent, Regina Ryan, Sophie Wilkins, and Vicky Wilson. Knopf also employed literary scouts to good advantage.

A publisher of hardcover fiction and nonfiction, Knopf's list of authors includes John Banville, Max Beerbohm, Carl Bernstein, Julia Child, Bill Clinton, Michael Crichton, Joan Didion, Fernanda Eberstadt, Bret Easton Ellis, Joseph J. Ellis, James Ellroy, Anne Frank, Lee H. Hamilton, Carl Hiaasen, Kazuo Ishiguro, Thomas Kean, John Keegan, Christopher Lasch,Jack London, Thomas Mann, Gabriel García Márquez, Cormac McCarthy, H. L. Mencken, Toni Morrison, Alice Munro, Haruki Murakami, P. D. Ouspensky, Christopher Paolini, Henry Petroski, Ezra Pound, Anne Rice, Dorothy Richardson, Susan Swan, Donna Tartt, Anne Tyler, John Updike, Andrew Vachss, Carl Van Vechten, James D. Watson, Edmund White and Elinor Wylie. At least 17 Nobel Prize and 47 Pulitzer Prize winning authors have been published by Knopf, though they have also passed at times on subsequently notable books.

Since its founding, Knopf has paid close attention to design and typography, employing notable designers and typographers including William Addison Dwiggins, Harry Ford, Steven Heller, Chip Kidd, Bruce Rogers, Rudolf Ruzicka, and Beatrice Warde.

In 1991, Knopf revived the "Everyman's Library" series, originally published in England in the early twentieth century. This series consists of classics of world literature in affordable hardcover editions. The series has grown over the years to include lines of Children's Classics and Pocket Poets.