1. Chapter 2 BOOKS

2. Importance of Books n Books in Human History –Johannes Gutenberg »Movable Type n Books in National Development –Cambridge Press –Harvard –William Holmes McGuffey

3. Importance of Books Although people are more in touch with other mass media day to day, books are the heart of creating American culture and passing it on to new generations.

4. Defining the Book Business n Trade Books –general interest n Textbooks –Schools –Reference Books

5. Innovations in Books n Paperbacks –Allen Lane, 1935 »Penguin Books –Robert de Graff, 1939 »Pocket Books

6. Innovations in Books “The paperback democratized reading in America.” Kenneth Davis

7. Innovations in Books n Electronic Books –Bookstore Downloads –Personal Downloads –Project Gutenberg

8. Book Marketing n Bookstores –Independents –Mall Stores –Superstores n Direct Marketing

9. Book Marketing n Bookstores –Independents –Mall Stores –Superstores

10. Book Marketing n Direct Marketing –Book Clubs –Web Shopping –Direct Mail

11. Commercial Success n Best-Sellers n Best-Seller Lists n Mass Marketing n Subsidiary Rights

12. Mass-Marketing Debate n Blockbuster Authors n Populist versus Elitist Views

13. Book Publishers n Major Houses n Small Presses n Vanity Presses n U.S. Government Printing Office

14. Chapter 2 BOOKS END