1. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens

2. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

3. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

4. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

5. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

6. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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 –Major publishers consolidate –Book industry grappling with digital revolution History

7. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

8. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

9. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. Least “mass-like” of the mass media Can have profound social effects Authoritative Enduring Defining Features of Books

10. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. Publishers  Distributors  Retailers Organization of the Book Industry

11. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

12. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. Figure 6-1 Channels of Book Distribution Organization of the Book Industry

13. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

14. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

15. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

16. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

17. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

18. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. Economics Figure 6-2 Book Publishing Revenue, 1983-2002

19. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

20. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. Economics Table 6-2 Profit-Loss Statement of Trade Hardcover with $20 List Price

21. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

22. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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

23. McGraw-Hill © 2007 The McGraw-Hill Companies, Inc. All Rights reserved. 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