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Jan Zwar

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Janiece Zwar Macquarie Research Student
  • Title: Doctor
  • Positions:
    • Adjunct Lecturer - Department of Marketing and Management
    • Postdoctoral Research Fellow - Department of Economics
  • Unit Name:

    MKTG203: Consumer Behaviour
    MKTG309: Social Marketing and Sustainability

Contact Details

Education

  • PhD: (Macquarie University)
  • Master of International Relations: (Macquarie University)
  • Graduate Diploma in Communications: (University of Canberra)
  • Graduate Diploma in Administrative Studies: (Monash University)

Research grants

  • 2012 CAL Creative Industries Career Fund. Support to present a paper at the Long Twentieth Century SHARP (Society for the History of Authorship, Reading and Publishing) conference at the University of Queensland, about the changing nature of the publishing industry.
  • Macquarie University Post-graduate Research Fund, 2010, $5,000. Support to participate in the Society for the History of Authorship, Reading and Publishing 2010 Conference, University of Helsinki, Finland; The 6th International Conference on Cultural Policy Research, University of Jyväskylä, Finland; and to consult with William St Clair, Senior Research Fellow at the Institute of English Studies, School of Advanced Study, University of London and Senior Research Fellow at the Centre for History and Economics, Cambridge and Harvard.
  • 2008-2011 PhD Scholarship. Faculty of Business and Education, Macquarie University

Research areas

  • the contemporary book industry and changes affecting authors, publishers and readers;
  • the economics and marketing of cultural goods and services;
  • book history/publishing studies
  • literature, especially Australian literature and narrative non-fiction;
  • cultural diversity;
  • consumer behaviour, especially in relation to cultural goods and services;
  • public policy development, particularly where there is a mix of commercial and non-commercial factors involved; and
  • cross-disciplinary collaboration.

Current research (2014-2016)

The Australian Book Industry: Authors, publishers and readers in a time of change 

My current research is being undertaken with Prof. David Throsby.

The Australian book sector generates over $2 billion annually and is one of Australia's major creative industries but it is in crisis, undergoing 'paradigmatic change' as part of the global industry.

This project addresses:

  1. authors and their responses to changing circumstances; 
  2. book publishers and the ways in which they contribute economic, social and cultural value; and 
  3. practices of contemporary book readers. 

The research fills contemporary knowledge gaps by developing new models of the structure and operations of the book supply chain. It also highlights the changing ways in which Australian authors, publishers and readers are theoretically conceived as creative producers and contributors to our nation's cultural life.

Social Marketing

Over the past five years I have taught Social Marketing and Sustainability to a diverse range of Australian and international students on two university campuses.

Social marketing applies commercial marketing techniques and methodologies to promote socially desirable behavior change.

I would welcome the opportunity to partner with organisations on social marketing projects. Some of my bright, capable marketing students (international and Australian) would be interested in the opportunity to be involved in social marketing campaigns, especially those targeted at youth or with a strong social media component. 

Previous research 

My PhD examined the contemporary Australian market for books and the impact of consumer changes including online ordering, digital publishing, and trends in marketing new consumer titles in the context of the changing book industry structure.

I analysed six years of consumer sales data and identified broad consumption patterns. The 2000s were periods of intense public debate in Australia and I posed the question as to whether Australians turned to books in relation to these debates. I identified and analysed reading patterns in relation to debate about the wars on Iraq and Afghanistan, and debate about Australia's asylum-seeker policies. I then investigated the contributions of multinational and independent publishers to find if they made distinctive kinds of contributions to public debate through their lists and examined the cultural diversity of books published. The relationship between books and other forms of media was addressed by empirically tracking mentions of books in other media, in particular newspapers and Federal Parliamentary records. This mapping demonstrated some of the ways in which mass media served as broader platforms for the ideas and viewpoints of authors and their books. Finally, I related the findings to theoretical work by David Throsby, Professor of Economics at Macquarie University, on cultural value in cultural economics.

In 2013 I worked with Professor Throsby, who was Chair of the Book Industry Collaborative Council in 2012-2013, to assist in preparing the Council's final report on strategies to promote the competitiveness of the Australian book industry.

Publications

journal toggle icon open Refereed Journal Articles

  • 2014 - Meena Chavan , Jana Bowden-Everson , Erik Lundmark , Jan Zwar. "Exploring the drivers of service quality perceptions in the tertiary education sector: Comparing domestic Australian and international Asian students", Journal of International Education in Business, Vol. 7 Iss: 2, pp.150 – 180
  • 2012 - What were we buying? Non-fiction and narrative non-fiction sales patterns in the 2000s, Journal of the Association for the Study of Australian Literature, Vol 12, No 3   
  • 2012 - More than Michael Moore: Contemporary Australian book reading patterns and the wars on Iraq and Afghanistan, Publishing Research Quarterly, 28:4
  • 2004 - 'An Interview with Jill Roe' Australian Humanities Review, Issue 33, August-October 2004 Australian Humanities Review 'An Interview with Jill Roe'

chapters toggle icon open Book Chapters

  • 2015  'More Opportunities for Staying Published, but Less Income?' Australian Authors Speak About Their Experiences in the Contemporary Book Industry in The Return of Print (publication details forthcoming)
  • 2012 - 'Books and Debate about Asylum-Seekers in the 2000s' in Republics of Letters: Literary Communities in Australia (eds., Robert Dixon and Peter Kirkpatrick) Sydney, Sydney University Press

non-refereed toggle icon open Non-Refereed Publications

  • Throsby, D., J. Zwar and T. Longden, (2015). The Australian Book Industry: Authors, Publishers and Readers in a Time of Change. Macquarie Economics Research Paper 2/2015, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Key Findings. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 1, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Demographics of Australian book authors. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 2, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Authors' Income. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 3, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Changes Author's Financial Position. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 4, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Authors' Changing Professional Practices. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 5, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Authors' Allocation of Time. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 6, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Rights Sales, Translations and Piracy. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 7, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Promotion. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 8, Macquarie University.
  • Zwar, J., D. Throsby and T. Longden (2015). Authors and Publishers. The Australian book industry: Authors, publishers and readers in a time of change, Australian authors Industry Brief no. 9, Macquarie University.

Australian Authors Online series, co-authored by Jan Zwar and Tom Longden (selected for an ebook 'The Best of Australian Author Online', Australian Society of Authors, March 2015)


  • 2014 'An Industry Transforming: the Book Industry' case study in Consumer Behaviour in Action by Dr Steven D'Alessandro (Macquarie), Dr Peter Ling (RMIT) and Dr Hume Winzar (Macquarie), OUP Australia (forthcoming)

conference toggle icon open Conferences and Presentations

  • July 2015 - 'It feels like much more of a global community': Australian authors on their peers, readers and the changing book publishing industry. Australasian Association for Literature, University of Wollongong
  • July 2015 – Chair, Plenary Panel, Australia's Literary Culture and the Australian Book Industry, Australasian Association for Literature, University of Wollongong
  • November 2014 - 'Contemporary Australian authors 'speak' about the publishing industry: their experiences of publishers, marketing, self-publishing, e-publishing, and the future of their profession.' Independent Publishing Conference, Small Press Network, Federation Conference Centre, Surry Hills.
  • July 2014 - Australian writers and their responses to global, digital publishing horizons (co-presented with Dr Angelo Loukakis, Executive Director, Australian Society of Authors), ASAL, University of Sydney
  • November 2013 - 'A Changing Landscape for Cultural Diversity and Book Publishing: The Contributions of Independent and Multinational Publishers to Books and Public Debate in Australia in the 2000s' Independent Publishing Conference, Melbourne
  • June 2012 - 'Researching contemporary Australian readerships: can we draw upon theories and methodologies from the 'commerce' disciplines?' Revealing the Reader: A Symposium, The Centre for the Book, Monash University
  • April 2011 - 'Australian Nonfiction Publishers and Readers in the 2000s',  The Long Twentieth Century: Society for the History of Authorship, Reading & Publishing, University of Queensland
  • August 2010 - 'The Role of Books in Public Debate in Australia, Independent and Multinational Publishers and Cultural Policy', The 6th International Conference on Cultural Policy Research,  University of Jyväskylä, Finland
  • August 2010 - 'The Role of Books in Public Debate in Australia 2002-2007 and their Readers', The Society for the History of Authorship, Reading & Publishing 2010 Conference, University of Helsinki, Finland
  • July 2010 - 'Using Nielsen BookScan data in Australian book history research: a case study', Association for the Study of Australasian Literature, UNSW
  • January 2010 - 'The popularity of narrative non-fiction critiques in Australia during the 2003-2007 Bush-Howard Years', Reading Across the Pacific: US-Australian Intellectual Histories, A Symposium hosted by Australian Literature at the University of Sydney
  • July 2009 - 'Cultural value and role of books in public debate in Australia in 2004', Australasian Association for Literature, University of Sydney

Affiliations / activities

  • 2014 Member, Cultural Economics Research Network, Macquarie University
  • 2013-2014  - Member, Cultural Diversity Research Network, Macquarie University
  • 2013 - Consultancy work for the Book Industry Collaborative Council (BICC)
  • 2009 – 2014 Associate Member, Centre for Media History, Macquarie University

Community engagement

  • 2014 - Royal North Shore Hospital
    Donor Support Volunteer Group
  • 2004-Jan 2008 - St. John's Child Care Centre
    (A licensed 44 place community Child Care Centre)
    Member of the Management Committee: Responsibilities include monitoring monthly financial reports and overseeing the management of the centre
  • 2006-2008 - Member, Project Team for 'Did You Know?'
    A Department of Immigration and Citizenship-funded project for the Muslim Women's National Network of Australia (MWNNA) to publish a progressive book about the rights of women in Islam and relations between Muslims and non-Muslims. I assisted in securing funding to publish 8,000 copies of the book for distribution to libraries, public schools, mosques and migrant resource centres in Australia. It was launched by Laurie Ferguson, Parliamentary Secretary for Multicultural Affairs and Settlement Services.
  • 2005 - Sydney Film Festival
    This two week position involved hosting international guests including directors, film producers and actors. The SFF wanted to present a professional front to its international visitors, despite its modest budget.
  • 2004 - Journalism Education Initiative
    Developed and implemented a strategy for the MWNNA: 'Building networks between journalism students and Australian Muslims'. 
    Supporting organisations included UTS, UWS, National Press Council representative, Editor-in-Chief, Daily Telegraph.

Student information

  • Load: PhD Student Full Time
  • Principal supervisor:

    Professor David Throsby

  • Associate supervisor:

    Dr Jane Messer (Faculty of Arts)

  • Date of submission: 01/01/2011
  • Thesis title: Cultural value and books in public debate in Australia 2003-2008
  • Abstract:

    The years 2003-2008 were a time of heightened public debate in Australia. Following the September 11, 2001 attacks books which offered critiques of the Bush and Howard government policies and which questioned developments in international and domestic politics found interested readerships and one book publisher has recalled this as a distinct period of unusual Australian appetite for books about serious issues. Such books were amongst a range of narrative non-fiction works (eg, essay, biography, memoir, extended journalism) through which their authors sought to participate in civic debate. Surely, if books were to make a contemporary contribution to public debate, this timeframe would provide a compelling case study.

    This research analyses the Nielsen BookScan top 5000 non-fiction books from 2003-2008 in Australia, focusing on narrative nonfiction 'reading patterns' identified in the data. The research examines: reading patterns in relation to two major debates (about the wars on Iraq and Afghanistan, and Australia's policies towards asylum seekers); the extent and popularity of overseas-authored and Australian books, including best-sellers and niche publications; and the roles of multinational and independent publishers. A related interest is to examine ways in which the books played into public debate in a contemporary model of books and the civic sphere. The results are considered in the context of the structure of the Australian publishing industry, theoretical work on Australian readerships, and the cultural value of this activity.