In the publishing industry, an imprint is the word mark of a publisher, which in the book trade appears as an independent publisher with its own layout and logo. Imprints are primarily used for marketing to booksellers and readers to address specific target groups. The imprint always states the actual publisher .
Large publishers use imprints to divide their publishing program into several segments. Imprints are usually presented with their own program preview and other marketing measures; in this way, more attention can be drawn from dealers and readers than with a single program preview. Many publishers use imprints in order to establish a new program area in the trade without softening the publisher profile too much: Piper uses the historical name of the Malik publishing house as an imprint for travel and adventure books, while the Reclam publishing house offered novels and popular non-fiction books Imprint Reclam Leipzig , the Eulenspiegel Verlagsgruppe offers Edition Ost as an imprint for readers who were formerly close to the SED , and the school book publisher Klett produces dictionaries under the imprint PONS . The publishing house Deutscher Wissenschafts-Verlag (DWV) founded its imprint German University Press , which specializes in university publications. Imprints can be used to bundle advertising effects and operate a differentiated pricing policy . For example, a publisher with mostly high-priced books can use a cheap imprint and thus serve the low-priced modern antiquarian bookshop without damaging its own brand (e.g. Dorling Kindersley with the Coventgarden imprint ).
Large corporations continue to operate previously independent publishers that they have bought or own, as imprints , in order to demonstrate continuity in trade. The publishing group Random House ( Bertelsmann ), for example, leads as Imprints u. a. the publishers C. Bertelsmann Verlag , Heyne , Goldmann , DVA , Südwest , Manesse and Falken continue with their established publishing profile
"[...] the groups Bertelsmann and Holzbrinck buy up publishers as so-called imprint publishers: the old publisher remains in its name; secured - or guided - by the group, image-promoting projects can be implemented for the buyer. "
The term imprint is also used for the placement of someone else's company logo on a publication. Print shops , for example, offer imprint as a price option; here, printing is offered at a reduced price and, in return, the printer's logo is prominently displayed on the publication.
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- Ralf Schnell (Ed.): Metzler Lexikon Kultur der Gegenwart: Topics and theories, forms and institutions since 1945. JB Metzler, 2000, p. 520.