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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 1 Joseph R. Dominick University of Georgia-- Athens
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 2 Part II Media
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 3 Chapter 6 Books History History Books in the Digital Age Books in the Digital Age Defining Features of Books Defining Features of Books Organization of the Book Industry Organization of the Book Industry Ownership in the Book Industry Ownership in the Book Industry Producing the Book Producing the Book Economics Economics Feedback Feedback The Book Publishing Industry The Book Publishing Industry Chapter Outline
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 4 History Early books Hand copied by monks until 12 th C Lavishly decorated Johann Gutenberg (1455) Moveable metal type First book – the Bible Sold at Great Frankfurt Fair for 3y wages Printing spread rapidly throughout Europe Henry VIII required government approval for printers
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 5 Colonial America Bay Psalm Book (1640) Poor Richard’s Almanac by Ben Franklin Common Sense by Thomas Paine Penny Press Era (early 1800s) Book publishing industry established Mass audiences New technologies Libraries A better educated public Harriet Beecher Stowe’s Uncle Tom’s Cabin History
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 6 Civil War paperback boom “Dime novels” liked by soldiers Pirated editions of European best-sellers 20th Century move to commercialization Literary agents represent authors Publishers expand into the mass market Financiers require profitable publishing History
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 7 Post WWII Reading spurred by leisure time and income Paperbacks return Low prices, varied content, quality works New channels of distribution Dr. Spock’s Baby and Child Care Peyton Place sells 10 million in paperback 307 mergers of publishers (1958 – 1970) Book industry is attractive investment History
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 8 The eBook Display hardware + Software + Digital content Author-Publisher-Retailer Market suffered setbacks Hardware not up to standard Not enough e-book content Ideal for Reference works Travelers Students netLibrary Books in the Digital Age
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 9 Printing on Demand Publisher creates books in digital form Customer chooses book at a retail store Store downloads it from publisher Book printed at the store while customer waits Publisher saves print and distribution costs Ideal for low-volume, special-interest books Books in the Digital Age
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 10 Least “mass-like” of the mass media Can have profound social effects Authoritative Enduring Defining Features of Books
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 11 Publishers Distributors Retailers Organization of the Book Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 12 Association of American Publishers’ List Trade books Religious books Professional books Book clubs Mail order publications Mass market paperbacks University presses Elementary and secondary texts College textbooks Standardized tests Subscription reference books Audiovisual and other media Organization of the Book Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 13 [Insert Figure 6-1 here] Figure 6-1 Channels of Book Distribution Organization of the Book Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 14 Retailers 20,000 traditional book stores Major chain stores Barnes and Noble Borders/Waldenbooks Online vendors Amazon.com College bookstores Book clubs and mail-order sales Organization of the Book Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 15 Top five companies (2000) Pearson Publishing – largest educational publisher Prentice-Hall, Penguin, Viking Pearson Television (“Baywatch”) Random House – Part of Bertelsmann Harper-Collins – Rupert Murdoch 20 th Century Fox, Fox Network Simon & Schuster – Part of CBS/Viacom Time-Warner Publishing Time Warner, biggest media conglomerate in world Ownership in the Book Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 16 Departments and Staff Editorial Works with authors and manuscripts Production Physical design of the book Marketing Sales, promotions, and publicity General business administration Accounting, financial forecasts, operational needs Producing the Book
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 17 Publishing the Book Three sources of book ideas Literary agent recommendations Unsolicited manuscripts – “slush” Ideas generated by editors Author and editors collaborate to produce satisfactory manuscript Other activities include: scheduling, design, printing, and distribution Producing the Book
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 18 From the Author’s View Author submits book proposal Cover letter and a brief description Why the book should be published Analysis of the potential readership market Outline or table of contents Sample chapter Proposal goes to acquisitions editor for evaluation If OK, contract is signed and author begins work Producing the Book
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 19 Economics [Insert Figure 6-2 here] Figure 6-2 Book Publishing Revenue, 1983-2002
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 20 Publisher income Book sales Subsidiary rights Book clubs Foreign rights Paperback rights Reprint permissions Publisher costs Manufacturing costs Printing, typesetting, royalties to author Operating expenses Editorial, production, marketing, general admin Profit margins are 2% - 20% Economics
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 21 Economics [Insert Table 6-2 here] Table 6-2 Profit-Loss Statement of Trade Hardcover with $20 List Price
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 22 Traditional best seller lists New York Times Publisher’s Weekly USA Today P.O.S. information from BookScan Reader reviews at online bookstores (e.g., barnesandnoble.com) Online purchase circles: specialized best- seller lists (e.g., amazon.com) Feedback
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 23 70,000 to 75,000 jobs nationwide Entry-Level Editorial assistants Communicate with authors Read manuscripts Check facts Proofread Write catalog copy Sales representative The Book Publishing Industry
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© 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 24 Upward Mobility Editorial Editorial assistant Assistant editor Associate editor Editor Senior, Managing, Executive Editors Business Sales representative President, Vice President of Marketing The Book Publishing Industry
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