Creating Design Magic
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According to Burger, for about 35 to 40 percent of the simpler books, such as midlist and monographs, standard design templates are used. For larger markets and more distinctive subjects, she creates original designs.
As a university press, Burger notes, UC Press often works with small budgets, and print runs are typically low (2,000 to 3,000 for midlist). Ten years ago, many titles were guaranteed steady library sales, Burger recalls, but, "as library funds dried up a bit," UC Press has expanded its market to include more general-interest titles. Burger's mission is to create an identity for each book so that it will reach as wide an audience as possible.
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