The official trailer for an upcoming adaptation of Kathryn Stockett‘s The Help has been released. The film will hit theaters in August 12th.

We’ve embedded the video above–what do you think? According to Deadline, the film stars Easy A actress Emma Stone as Eugenia ‘Skeeter’ Phelan and Doubt actress Viola Davis as Aibileen Clark. Tate Taylor served as both director and screenwriter.

On her site, Stockett explains her research process: “Once I’d done my [library research] homework, I’d go talk to my Grandaddy Stockett, who, at ninety-eight, still has a remarkable memory. That’s where the real stories came from, like Cat-bite, who’s in the book, and the farmers who sold vegetables and cream from their carts everyday, walking through the Jackson neighborhoods.”

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That…suggests that Random is indeed shifting focus, but not necessarily in fiction. At worst, the piling on of new jobs to longtime staffers with already full plates is a form of downsizing; at best, it might be that Random, like most publishers, will soon move its emphasis from the acquiring/editing side of the business to the less sexy but increasingly important distribution and marketing side. Editors and authors will always matter-somebody, after all, has to create all that “content” that will be disseminated in forms perhaps not yet invented—but the focus these days is more on selling direct, on digital “product” and on POD.

Nelson’s larger point is a good one, but I suspect that emphasis already began quite a number of years ago, and not just at Random House. Most of those at the executive level – and by that I mean Publisher, CEO or something in between – tend to come up from the marketing, distribution and publicity sides, and yet if a new imprint is formed, it’s usually named after its founding editor (most recent examples: Spiegel & Grau at Doubleday/Broadway; Amy Einhorn Books at Putnam. At least Twelve, Jonathan Karp‘s imprint at Grand Central Publishing, was never going to be named after him.) Eponymous editorial imprints seem to follow a common trajectory: a big announcement spurring a flurry of news, commentary and speculation; an 18 month or so gestation marked by sprees of acquiring not out of place at 5th Avenue department stores; and after a few years – best personified by the fate of Rob Weisbach‘s imprint at William Morrow in the late 1990s – a near-permanent place in the loss-leading category for the publisher. Never mind the irony that the most successful eponymous imprint, ReganBooks, is no more, shuttered in favor of the more anonymous (and temporary) “HC” logo.

So if, as Nelson concludes, publishing houses’ energies are moving even more strongly towards the “less sexy” side of publishing, perhaps it may make sense to question the wisdom of imprints named after editors – especially when in the end – with the exception of one Ms. Judith Regan – they are just as anonymous to readers as are the marketing & distribution people. In other words (and keeping the elemental theme going) maybe it’s not a question of air or water but earth and fire.

New Career Opportunities Daily: The best jobs in media.

New Career Opportunities Daily: The best jobs in media.