2. Comm 233 BOOKS

3. Mass Media Technological Basis Print Technology Books, Newspapers, Magazines Electronic Technology Records, Radio, Television, World Wide Web Chemical Technology Movies, Photography

4. The E-P-S Curve Elite Audiences Popular Audiences Specialized Audiences

5. ElitePopularSpecialized Size of Audience of a given message E-P-S Curve

6. ElitePopularSpecialized Size of Audience of a given message Literacy Poverty E-P-S Curve

7. ElitePopularSpecialized Size of Audience of a given message Literacy Poverty Higher education Affluence Leisure time Population size E-P-S Curve

8. ElitePopularSpecialized Size of Audience of a given message Literacy Poverty Higher education Affluence Leisure time Population size E-P-S Curve

9. ElitePopularSpecialized Size of Audience of a given message Literacy Poverty Higher education Affluence Leisure time Population size E-P-S Curve

10. ElitePopularSpecialized Size of Audience of a given message Literacy Poverty Higher education Affluence Leisure time Population size E-P-S Curve

11. Growth of Literary Culture Scribal Culture “Lecture” System of Education Prior Restraint

12. Books and Social Change Elite Dominance of Cultural Norms Paperbacks Reflecting Social and Economic Change Dime Novel Democratization of Knowledge

13. Supplying the Audience’s Demand Markets and Processes in the Book Industry Textbooks The Trade Market: Fiction & Nonfiction

14. Marketing of books Mass marketing and promotion Retail chain stores Ad campaigns Point-of-purchase displays Subsidiary rights Adaptations for additional markets Examples: Movie rights Book club editions Paperback editions

15. Trends and Innovations Electronic Publishing Audiobooks Multimedia Products Superstores Content is Key