Lecture dynamics of mass communication (9th edition) chapter 6 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Books McGraw­Hill History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback The Book Publishing Industry © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • Early books – Hand copied by monks until 12th 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 McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã ColonialAmerica BayPsalmBook(1640) PoorRichardsAlmanacbyBenFranklin Common Sense by Thomas Paine • Penny Press Era  (early 1800s) – Book publishing industry established  • Mass audiences New technologies • Libraries Abettereducatedpublic HarrietBeecherStowesUncleTomsCabin McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã CivilWarpaperbackboom Dimenovelslikedbysoldiers – Pirated editions of European best­sellers • 20th Century move to  commercialization – Literary agents represent authors  – Publishers expand into the mass market – Financiersrequireprofitablepublishing McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã PostWWII Readingspurredbyleisuretimeandincome Paperbacksreturn • 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 Bookindustrygrapplingwithdigitalrevolution McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Books in the Digital Age ã The eBook – Display hardware + Software + Digital content – Author­Publisher­Retailer – Market suffered setbacks • Hardware not up to standard • Not enough e­book content – Ideal for • Reference works   Travelers  Students – netLibrary McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Books in the Digital Age • 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 – Idealforlowưvolume,specialưinterestbooks McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Defining Features of Books ã ã ã • Least “mass­like” of the mass media Can have profound social effects Authoritative Enduring McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Book Industry Publishers  Distributors  Retailers McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Book Industry University presses  Association of American Publishers’ List Elementary and secondary texts  Trade books Religious books College textbooks  Professional books Book clubs Standardized tests  Mail order publications Mass market paperbacks Subscription reference books  McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Book Industry Figure 6-1 Channels of Book Distribution McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Book Industry • Retailers – 20,000 traditional book stores – Major chain stores • Barnes and Noble Borders/Waldenbooks – Online vendors • Amazon.com – College bookstores – Book clubs and mail­order sales McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Ownership in the Book Industry • Top five companies (2000) – Pearson Publishing – largest educational publisher • Prentice­Hall, Penguin, Viking • Pearson Television (“Baywatch”) – Random House – Part of Bertelsmann – Harper­Collins – Rupert Murdoch • 20th Century Fox, Fox Network – Simon & Schuster – Part of CBS/Viacom – Time­Warner Publishing  • Time Warner, biggest media conglomerate in  world McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Producing the Book ã DepartmentsandStaff Editorial • Works with authors and manuscripts – Production • Physical design of the book – Marketing • Sales, promotions, and publicity Generalbusinessadministration ã Accounting,financialforecasts,operationalneeds McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Producing the Book ã 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 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing the Book • 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 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Figure 6-2 Book Publishing Revenue, 1983-2002 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics • 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% McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Table 6-2 Profit-Loss Statement of Trade Hardcover with $20 List Price McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Feedback • Traditional best seller lists  – New York Times – Publisher’s Weekly – USA Today • P.O.S.informationfromBookScan ã Readerreviewsatonlinebookstores(e.g., barnesandnoble.com) ã Onlinepurchasecircles:specializedbestư sellerlists(e.g.,amazon.com) McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Book Publishing Industry • 70,000 to 75,000 jobs nationwide • Entry­Level – Editorial assistants • • • • • Communicate with authors Read manuscripts Check facts Proofread Write catalog copy – Salesrepresentative McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Book Publishing Industry ã UpwardMobility Editorial Editorial assistant     Assistant editor   Associate editor   Editor   Senior, Managing, Executive Editors – Business Sales representative    President, Vice President of Marketing McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  ... SoldatGreatFrankfurtFairfor3ywages PrintingspreadrapidlythroughoutEurope HenryVIIIrequiredgovernmentapprovalfor printers McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History... “Dime novels” liked by soldiers – Pirated editions? ?of? ?European best­sellers • 20th Century move to  commercialization – Literary agents represent authors  – Publishers expand into the? ?mass? ?market – Financiers require profitable publishing... Random House – Part? ?of? ?Bertelsmann – Harper­Collins – Rupert Murdoch • 20th Century Fox, Fox Network Simon&SchusterPartofCBS/Viacom TimeưWarnerPublishing ã TimeWarner,biggestmediaconglomeratein world McGrawưHill