Chapter 9Books and the Power of Print
Source: Mike Segar/Reuters /Landov
E-books and the Publishing Industry  “The big concern—and it’s a massiveconcern—is the $9.99 pricing point. If it’s allowe...
The History of Books from Papyrus             to Paperback• Papyrus, circa 2400 B.C.E.• Parchment  • Treated animal skin; ...
The History of Books from Papyrus              to Paperback• Manuscript culture: medieval church  • Illuminated manuscript...
The History of Books from Papyrus to         Paperback (cont.) • 1000 C.E.: Chinese invent movable type  • Radical process...
The History of Books from Papyrus to         Paperback (cont.) • Leads to development of popular literature    • The Bay P...
The Formation of Publishing              Houses• Early “prestigious” publishing houses foundation of modern book industry ...
Figure 9.1Estimated U.S. Book Revenue, 2009
Types of Books• Trade books • Adult and juvenile divisions • Comics and graphic novels• Professional books • Law • Busines...
Types of Books• Textbooks • McGuffey reader (mid-1800s) • Elementary, high school, vocational, and college  divisions
Figure 9.2Where the New Textbook Dollar Goes
Types of Books (cont.)• Mass market paperbacks• Instant books• Religious titles
Types of Books (cont.)• Reference books  • Encyclopedias  • Dictionaries  • Atlases• University press titles  • Scholarly ...
Source: ©2000 Marvel Entertainment, Inc. All Rights Reserved.
Source: BATMAN: The Dark Knight Returns ©1986 DC Comics.         All Rights Reserved. Used with Permission
Influences of Television and Film • Television can help sell books   • Oprah’s Book Club • Books provide ideas for televis...
Convergence: Books in the Digital                Age• E-books • The Kindle and Kindle DX: Amazon’s successful digital read...
Convergence: Books in the Digital                Age• E-books • The Kindle and Kindle DX: Amazon’s successful digital read...
Convergence: Books in the Digital                Age• E-books have potential to reimagine what a book can be. • E.g. Alice...
Censorship and Banned Books• American Library Assocation (ALA) compiles a list of the most challenged books every year.  •...
Figure 9.3Banned and Challenged Books
Ownership Patterns• Like most mass media, commercial publishing is dominated by a handful of major corporations with ties ...
Figure 9.4 Five Largest Trade Book Publishers(North American Revenue in $Millions)
The Structure of Book Publishing• Acquisitions editor  • Identifies talent  • Handles subsidiary rights• Developmental edi...
Figure 9.5How a Paperback’s Revenue Is Divided
Selling Books: Stores, Clubs,             and Mail Order• Bookstores: independents vs. chains • Chains: Barnes & Noble, Bo...
What Bertelsmann OwnsBooks                      • The Modern Library          – G + J International• Random House         ...
Books and the Future of Democracy• Literature from Uncle Tom’s Cabin to Silent Spring has had a positive influence on soci...
Source: Photo courtesy of the Carnegie Library of Pittsburgh
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NewhouseSU COM 107 Communications and Society #NH1074Ward - Ch. 9 Slideshow

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#NH1074Ward COM 107 is the Communications and Society class at the S.I. Newhouse School of Public Communications taught by DR4WARD

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NewhouseSU COM 107 Communications and Society #NH1074Ward - Ch. 9 Slideshow

  1. Chapter 9Books and the Power of Print
  2. Source: Mike Segar/Reuters /Landov
  3. E-books and the Publishing Industry “The big concern—and it’s a massiveconcern—is the $9.99 pricing point. If it’s allowed to take hold in the consumer’smind that a book is worth ten bucks, to my mind it’s game over for this business.” - David Young, Chairman and C.E.O. of Hachette Book Group USA , 2010
  4. The History of Books from Papyrus to Paperback• Papyrus, circa 2400 B.C.E.• Parchment • Treated animal skin; gradually replaced papyrus• Codex • First protomodern book • Made of bound materials by the Romans, 4th century
  5. The History of Books from Papyrus to Paperback• Manuscript culture: medieval church • Illuminated manuscripts • Book as reverential artifact
  6. The History of Books from Papyrus to Paperback (cont.) • 1000 C.E.: Chinese invent movable type • Radical process that was not developed in Europe • 1453: Johannes Gutenberg invents the printing press. • Inestimable influence on Western culture
  7. The History of Books from Papyrus to Paperback (cont.) • Leads to development of popular literature • The Bay Psalm Book (1640) • Pamela (1744), brought here by Benjamin Franklin • Paperback books by mid-1800s • Dime novels, pulp fiction
  8. The Formation of Publishing Houses• Early “prestigious” publishing houses foundation of modern book industry • All of the oldest houses survive now as part of larger conglomerates.• Book industry helped assimilate European immigrants into American culture, language.• Despite a decline from 1910 through the 1950s, the book industry bounced back after World War II.
  9. Figure 9.1Estimated U.S. Book Revenue, 2009
  10. Types of Books• Trade books • Adult and juvenile divisions • Comics and graphic novels• Professional books • Law • Business • Medical • Technical-scientific
  11. Types of Books• Textbooks • McGuffey reader (mid-1800s) • Elementary, high school, vocational, and college divisions
  12. Figure 9.2Where the New Textbook Dollar Goes
  13. Types of Books (cont.)• Mass market paperbacks• Instant books• Religious titles
  14. Types of Books (cont.)• Reference books • Encyclopedias • Dictionaries • Atlases• University press titles • Scholarly works
  15. Source: ©2000 Marvel Entertainment, Inc. All Rights Reserved.
  16. Source: BATMAN: The Dark Knight Returns ©1986 DC Comics. All Rights Reserved. Used with Permission
  17. Influences of Television and Film • Television can help sell books • Oprah’s Book Club • Books provide ideas for television shows, films. • J. K. Rowling’s Harry Potter books developed into a hugely successful film series
  18. Convergence: Books in the Digital Age• E-books • The Kindle and Kindle DX: Amazon’s successful digital reader • Apple now has the iPad, Barnes & Noble has the Nook. • 2010: e-books account for 5% of all books sold. • Number could increase to 20% by 2012.• E-books have potential to reimagine what a book can be. • E.g. Alice in Wonderland e-book is a “pop-up book of the 21st century”
  19. Convergence: Books in the Digital Age• E-books • The Kindle and Kindle DX: Amazon’s successful digital reader • Apple now has the iPad, Barnes & Noble has the Nook. • 2010: e-books account for 5% of all books sold. • Number could increase to 20% by 2012.
  20. Convergence: Books in the Digital Age• E-books have potential to reimagine what a book can be. • E.g. Alice in Wonderland e-book is a “pop-up book of the 21st century”
  21. Censorship and Banned Books• American Library Assocation (ALA) compiles a list of the most challenged books every year. • A book challenge is a formal complaint to have a book removed from a public or school library.• Common reasons for challenges include sexually explicit passages, offensive language, occult themes, racism, violence, and homosexual themes.• One triumph of the Internet is the digital passage of banned books into countries where print versions are outlawed.
  22. Figure 9.3Banned and Challenged Books
  23. Ownership Patterns• Like most mass media, commercial publishing is dominated by a handful of major corporations with ties to international media conglomerates.• Consolidation of the book industry raises concerns, including the financial struggle of independent booksellers and publishers.
  24. Figure 9.4 Five Largest Trade Book Publishers(North American Revenue in $Millions)
  25. The Structure of Book Publishing• Acquisitions editor • Identifies talent • Handles subsidiary rights• Developmental editor • Handles feedback to author • Coordinates outside judges of the work• Copy editors • Problems in writing or length• Design managers • Layout and cover design
  26. Figure 9.5How a Paperback’s Revenue Is Divided
  27. Selling Books: Stores, Clubs, and Mail Order• Bookstores: independents vs. chains • Chains: Barnes & Noble, Borders • Indies: 8% of market share in 2010• Online bookstores • Amazon.com, leader of online sales • Barnes & Noble, bn.com, 1997• Book clubs and mail order • Direct Brands, Inc.
  28. What Bertelsmann OwnsBooks • The Modern Library – G + J International• Random House • Random House Trade– Crown Publishing Group • Villard Books Media and Printing• Broadway Books – R H Audio Publishing • Arvato• Clarkson Potter Group – Mohn Media (pre-press,• Crown – Random House Children’s bookbinding)• Three Rivers Press Books – Dynamic Graphic– Knopf Doubleday – R H Information Group – Digital Services (DVDs,Publishing Group – R H International CDs)• Alfred A. Knopf – R H Large Print• Anchor Books • Direct Group (Book Clubs) Television/Radio• Doubleday – Der Club (Germany) • R TL Radio• Everyman’s Library – Círculo de Lectores • R TL Television Group• Pantheon Books (Spain) • FremantleMedia• Vintage – France Loisirs (France)– Random House Publishing JournalismGroup • Gruner + Jahr• Ballantine Bantam Dell• Delacorte
  29. Books and the Future of Democracy• Literature from Uncle Tom’s Cabin to Silent Spring has had a positive influence on social change in America.• A 2009 study showed that Americans are reading more again.• Increasingly, the book industry is promoting new ideas and authors while trying to maintain commercial viability.
  30. Source: Photo courtesy of the Carnegie Library of Pittsburgh

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