Chapter 3
Books: The Durable Medium
Chapter Outline
• History
• Industry
• Controversies
Mass Media in a Changing
World
Second Edition
Who will produce content?
• Should authors get paid for the work they produce?
• Should pay come from publishers? If so, t...
What will be the overall business model
going forward?
• How is the film industry adapting?
Newspapers? Music?
• Is there ...
• Bertelsman AG (Germany)
• Pearson (England)
• News Corporation (Australia)
• Time Warner (United States)
• Holtzbrinck (...
• Kindle
• iPad/tablets
• Audiobooks
Big Issues
Technology
Standardization
• Universal PDFs? Proprietary formats?
• Kindle...
Big Issues
Other Issues
Early Forms
• Papyrus
• Parchment
• Asians used rice paper with
carved, reusable wooden blocks.
A Brief History of Books
The Printing Revolution
• Johannes Gutenberg and moveable
metal type
A Brief History of Books
The Printing Revolution
• Printing changed the world from one of
oral culture to written-word culture.
• This was an examp...
The Book In America
• 1530s: Spanish establish first press in the
Americas. Produced texts for teaching Spanish to
Indians...
A Brief History of Books
• Universal Education
• Industrial Revolution
• Books and Slavery
• Paperback Books
A Brief History of Books
Conglomeration and Globalization
A Brief History of Books
Top Publishers of U.S. Books
Milestones in Book Publishing timeline
A Brief History of Books
New Forms of the Book
• Audiobooks
• E-books
• hypertext fiction
Understanding Today’s Book
Publishing Industry
Types of Books
• Trade books
• Educational books
• Reference books
• Profes...
Understanding Today’s Book
Publishing Industry
The Players (authors)
• Few in number. Most have a day job.
• Many come fro...
Understanding Today’s Book
Publishing Industry
• acquisition editor
• developmental editor
• copy editor
Understanding Today’s Book
Publishing Industry
What does a publisher do?
• Editing
• Promotion
• Distribution
• Financing
Understanding Today’s Book
Publishing Industry
The Bookseller
• Independent “mom and pops”
• Megastores
• Online
Understanding Today’s Book
Publishing Industry
The Reader
• Bibliophiles
• Casual readers
• Required readers
• Illiterates...
Controversies
Controversies
Book Censorship
Controversies
The Blockbuster Syndrome
Chapter 3
Books: The Durable Medium
Chapter Outline
• History
• Industry
• Controversies
Mm ch 03books
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Mm ch 03books

  1. 1. Chapter 3 Books: The Durable Medium Chapter Outline • History • Industry • Controversies
  2. 2. Mass Media in a Changing World Second Edition
  3. 3. Who will produce content? • Should authors get paid for the work they produce? • Should pay come from publishers? If so, then upfront or by copy sold? • Should government subsidize writing of books? • Will publishers make content available? What will be the means of distribution? • How much will consumers pay? • Who will control means of production, distribution? Big Questions
  4. 4. What will be the overall business model going forward? • How is the film industry adapting? Newspapers? Music? • Is there a role for advertising? What is the cultural impact? • Of mega-publishers? Of the Internet? • How will content be affected by new business models? • Is there a role for craft publishers? Big Questions
  5. 5. • Bertelsman AG (Germany) • Pearson (England) • News Corporation (Australia) • Time Warner (United States) • Holtzbrinck (Germany) Big Issues Five publishers dominate U.S. book sales
  6. 6. • Kindle • iPad/tablets • Audiobooks Big Issues Technology Standardization • Universal PDFs? Proprietary formats? • Kindle/Amazon • Apple iBooks
  7. 7. Big Issues Other Issues
  8. 8. Early Forms • Papyrus • Parchment • Asians used rice paper with carved, reusable wooden blocks. A Brief History of Books
  9. 9. The Printing Revolution • Johannes Gutenberg and moveable metal type A Brief History of Books
  10. 10. The Printing Revolution • Printing changed the world from one of oral culture to written-word culture. • This was an example of technological determinism. A Brief History of Books
  11. 11. The Book In America • 1530s: Spanish establish first press in the Americas. Produced texts for teaching Spanish to Indians in Mexico City. • Many early colonial publishers were escaping repression in England, where the king carefully controlled any type of publication. • Printers ran bookstores, where intelligentsia met. • In 1731, Benjamin Franklin helps to open first public library. A Brief History of Books
  12. 12. A Brief History of Books • Universal Education • Industrial Revolution • Books and Slavery • Paperback Books
  13. 13. A Brief History of Books Conglomeration and Globalization
  14. 14. A Brief History of Books Top Publishers of U.S. Books
  15. 15. Milestones in Book Publishing timeline
  16. 16. A Brief History of Books New Forms of the Book • Audiobooks • E-books • hypertext fiction
  17. 17. Understanding Today’s Book Publishing Industry Types of Books • Trade books • Educational books • Reference books • Professional books • Specialty
  18. 18. Understanding Today’s Book Publishing Industry The Players (authors) • Few in number. Most have a day job. • Many come from newspapers or magazines. • Many finished books are not published. • Ghost writers.
  19. 19. Understanding Today’s Book Publishing Industry • acquisition editor • developmental editor • copy editor
  20. 20. Understanding Today’s Book Publishing Industry What does a publisher do? • Editing • Promotion • Distribution • Financing
  21. 21. Understanding Today’s Book Publishing Industry The Bookseller • Independent “mom and pops” • Megastores • Online
  22. 22. Understanding Today’s Book Publishing Industry The Reader • Bibliophiles • Casual readers • Required readers • Illiterates • Alliterates
  23. 23. Controversies
  24. 24. Controversies Book Censorship
  25. 25. Controversies The Blockbuster Syndrome
  26. 26. Chapter 3 Books: The Durable Medium Chapter Outline • History • Industry • Controversies

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