1. Chapter 3: Books and Magazines

2. A brief history of print communication
Print media show a repeating cycle of:
Technological innovation
Competition
Increased demand
Social effects of media
Government regulation

3. Books: from elite access to mass media
Books have an ancient history
Books originally took from oral traditions
Stories, ballads, and other pre-media forms of culture
Transmitted from one generation to the next

4. Who are the elite? Better educated More affluent
Literacy
More affluent
Favored literacy
Higher status audiences
Have earlier, wider access to media

5. Key developments in book diffusion
Printing using wooden blocks
Printing using moveable metal type
Gutenberg Bible
Books in the vernacular
Latin and the Catholic church

6. The Gutenberg Revolution
1455: printing press
Reduced printing costs to 20% of manuscript costs
Popular titles
Bible, prayer books, and hymnals
Chapbooks-Early paperbacks
Stories from the oral tradition turned into novels

7. US print media - 18th century
Revolutionary politics, cultural independence
Subscription libraries - Benjamin Franklin
Copyright Act of 1790
Early American political magazines

8. US print media - 19th century
Popularization trends
Saturday Evening Post
Illustrated news weeklies
The US Civil War
Magazines
Dime novels

9. US print media - 20th century
Increased segmentation
Magazines versus Newspapers
Muckraking magazines
Mass audience magazines
Saturday Evening Post, Ladies’ Home Journal

10. US print media - 20th century, continued
Newsmagazines
Specialized magazines and ‘zines
Chain book stores
Paperbacks

11. Technology trends in books and magazines
The rotary press, ca. 1846
Linotype, ca. 1868
Lithography, ca. 1865
Offset printing, ca. 1946

12. Contemporary publishing technologies
Computerization
Digitizing text and images
Desktop publishing
Custom publishing

13. Electronic commerce and the Internet
Do-it-yourself publishing
Online publishers
Salon, Slate
Hypertext

14. Print genres and forms Book publishing Trade books Professional books
School textbooks
Mass market paperbacks
Book clubs, mail order, audiovisual

15. Print genres and forms, continued
Magazine genres and segmentation
Newspapers, newspaper inserts
Increased use of direct marketing

16. Industry organization
Consolidation: a reduction in the number of media outlets and a concentration of total media ownership
Magazine distribution and mailing lists
Concentration of ownership in book publishing houses
Chain book stores, online book sellers

17. Audiences for books and magazines
Mass audience still exists for print media
Fragmentation in magazine readership
Popular fiction most popular category of books
Illiteracy

18. Policy issues for print media
Consolidation
Creates conglomerates, or companies made up of diverse parts, usually across several media industries
Concentration of ownership
Occurs when media are owned by a small number of individuals, government agencies, or corporations

19. Intellectual property
The product of intellectual or creative work, owned by an individual, institution, or company

20. Copyright
A legal privilege to sell, use, or license intellectual property, such as a book or a film
The Sonny Bono Copyright Act
Increased copyright life to 70 years beyond an author’s death
Fair Use
Copyright in the digital age?

21. Censorship, freedom of speech, and the First Amendment
The First Amendment grants freedom from interference by government with speech or expression
Censorship is control over media content by those in higher authority in a society
1928: Lady Chatterley’s Lover by D.H. Lawrence
1951: Catcher in the Rye by J.D. Salinger
1992: Sex by Madonna
McCarthyism

22. Internet censorship at public libraries and schools
Freedom of access
Filtering software