An imprint of a publisher is a

trade name A trade name, trading name, or business name is a pseudonym used by companies that do not operate under their registered company name. The term for this type of alternative name is fictitious business name. Registering the fictitious name with ...

under which it publishes a work. A single

publishing company Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

may have multiple imprints, often using the different names as

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

s to

market Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market *Marketing, the act of sat ...

works to various

demographic Demography () is the statistics, statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration. Demographic analy ...

consumer segments.

Description

An imprint of a publisher is a

—a name that a business uses for trading commercial products or services—under which a work is

publish Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

ed. Imprints typically have a defining character or

mission Mission (from Latin 'the act of sending out'), Missions or The Mission may refer to: Geography Australia *Mission River (Queensland) Canada *Mission, British Columbia, a district municipality * Mission, Calgary, Alberta, a neighbourhood * ...

. In some cases, the diversity results from the

takeover In business, a takeover is the purchase of one company (the ''target'') by another (the ''acquirer'' or ''bidder''). In the UK, the term refers to the acquisition of a public company whose shares are publicly listed, in contrast to the acquisi ...

of smaller publishers (or parts of their business) by a larger company. In the video game industry, some game companies operate various publishing labels.

Electronic Arts Electronic Arts Inc. (EA) is an American video game company headquartered in Redwood City, California. Founded in May 1982 by former Apple Inc., Apple employee Trip Hawkins, the company was a pioneer of the early home computer game industry ...

' (EA) 2008 CEO, John Riccitiello, stated that, with the establishing of Rockstar,

Take-Two Interactive Take-Two Interactive Software, Inc. is an American video game holding company based in New York City founded by Ryan Brant in September 1993. The company owns three major Imprint (trade name), publishing labels, Rockstar Games, Zynga and 2K ...

effectively invented the "label" corporate structure, which EA followed into in 2008. This model has influenced rivals including

Activision Blizzard Activision Blizzard, Inc. is an American video game holding company based in Santa Monica, California. Activision Blizzard currently includes three operating units: Activision, Blizzard Entertainment and King (company), King. Founded in July 2 ...

, ZeniMax, Electronic Arts from 2008 to 2018, Warner Bros. Interactive,

Embracer Group Embracer Group AB (formerly Nordic Games Licensing AB and THQ Nordic AB) is a Swedish video game and media holding company based in Karlstad. The company comprises 8 operative groups: Amplifier Game Invest, CDE Entertainment, Coffee Stain Studi ...

, and

Koei Tecmo is a Japanese video game, amusement and anime holding company created in 2009 by the merger of Koei and Tecmo. Koei Tecmo Holdings owns several companies, the biggest one of those being its flagship video game developer and publisher Koei Tecmo ...

. Take-Two have had such models in place since 1997–1998. Take-Two is seen as "a game holding company with autonomous game publishing and development subsidiaries". Independently-owned game publishers like

Devolver Digital Devolver Digital, Inc. is an American video game publisher based in Austin, Texas, specializing in the publishing of indie games. The company was founded in June 2009 by Nigel Lowrie, Harry Miller, Graeme Struthers, Rick Stults, and Mike Wil ...

also use the word "label" to describe themselves.

Use

A single publishing company may have multiple imprints, with the different imprints often used by the publisher to

works to different

consumer segments. For example, the objective of

Viking Vikings were seafaring people originally from Scandinavia (present-day Denmark, Norway, and Sweden), who from the late 8th to the late 11th centuries raided, pirated, traded, and settled throughout parts of Europe.Roesdahl, pp. 9� ...

—an imprint of the

Penguin Group Penguin Group is a British trade book publisher and part of Penguin Random House, which is owned by the German media company, media Conglomerate (company), conglomerate Bertelsmann. The new company was created by a Mergers and acquisitions, mer ...

—is " publish a strictly limited list of good nonfiction, such as biography, history and works on contemporary affairs, and distinguished fiction with some claim to permanent importance rather than ephemeral popular interest".

References

Publishing {{publishing-stub