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

1. Chapter 9
Books 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 massive
concern—is the $9.99 pricing point. If it’s
allowed to take hold in the consumer’s
mind 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 9.1
Estimated 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 9.2
Where 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 9.3
Banned 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 9.5
How 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 Owns
Books • 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 Journalism
Group • 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