Báo chí truyền thông - Chapter 6: Books

BooksChapter 6© 2009, The McGraw-Hill Companies, Inc. All rights reserved.1CHAPTER OUTLINE History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback2HISTORYEarly books were hand-written and lavishly decorated, often by monksGutenberg printed his first book in about 1455.King Henry VIII saw the political potential and required printers to have government approval3Colonial AmericaEarly printers were often their own writers and publishersReligious and sentimental themes dominatedPolitical pamphlets became popular around the time of the Revolution4The Penny Press EraChanging print technology and increased literacyPublic education, penny papers, increase in librariesUncle Tom’s Cabin5The Paperback BoomCivil War soldiers“Dime novels”Pirated editions of European best sellers6The Early 20th CenturyMove toward commercializationMedia conglomeratesAuthors represented by agentsIncreased attention to profitMass audiences and mass marketing tools7Postwar Books: Paperbacks and ConsolidationLow-priced (25 cents) paperback books Subject matter and writing quality varied widelyNew audience exposed to paperbacksMore leisure timeMore disposable incomeRenewed interest in educationConsolidation brought more financial and management resources to industry8The Contemporary Book IndustryConsolidation continuesThe Internet changed how books were soldMore outlets are selling booksPublishers cautiously exploring digital developmentsContent of modern books varied9BOOKS IN THE DIGITAL AGEThe digital revolution has not yet revolutionized the book industry.Introduction of the e-book – technical problems and limited availability of titlese-books have the potential to reshape the industry10Printing on DemandLess radical than e-booksSelect the title you want, and it is printed for you.Could result in more special interest booksPrinting on demand and the e-book will probably never replace traditional books11Mobile Bookse-books are just as portable as traditional booksCan be read on a dedicated reader or other handheld devices12User-Generated ContentPublishers are beginning to explore user-generated content.Wiki novele-books based on individual postings13DEFINING FEATURES OF BOOKSThe least “mass” of the mass mediaCan have profound impact on societyUncle Tom’s CabinSilent SpringAmong the oldest and most enduring of mass media14ORGANIZATION OF THE BOOK INDUSTRYThe book publishing industry can be divided into three segments15PublishersSegmented based on target marketTrade booksReligious booksProfessional booksBook clubs and mail orderMass market paperbackElementary and secondary textbooksHigher educationAudio booksE-booksOther16DistributorsTraditional methodPublisher to wholesaler/distributor to retailer, where consumer purchases itOnline methodConsumer selects book from web site, and it’s shopped directly to the consumer from the seller’s warehouse17RetailersBig chains dominate traditional booksellersMajor online retailers are not far behindOther retail channelsCollege bookstoresDirect-to-consumer booksellersBook clubsMail-order sales18OWNERSHIP IN THE BOOK INDUSTRYThe book industry is dominated by conglomerates with interests in other media.The top five companies are Pearson Publishing, Random House, Harper-Collins, Simon & Schuster, and Time-Warner Publishing19PRODUCING THE BOOKA variety of people work together to produce a book20Departments and StaffEditorial DepartmentProduction DepartmentMarketing DepartmentGeneral Administration (Business)21Publishing the BookThree main sources of book ideasAgent recommendationsUnsolicited books (slush)Ideas generated by editors22ECONOMICSModest growth in recent yearsTwo main sources of incomeBook salesSubsidiary rightsTwo main categories of expensesManufacturing the bookOperating expenses23FEEDBACKBest-seller listsNew York TimesUSA TodayPublisher’s WeeklyNielsen BookScan24AudiencesPeople over 40Young adults showing decline in book readingBook reading positively correlated with income and age25