Comm 233 BOOKS

2. Comm 233 BOOKS

3. Mass Media Technological Basis • Print Technology • Books, Newspapers, Magazines • Electronic Technology • Records, Radio, Television, World Wide Web • Chemical Technology • Movies, Photography

4. The E-P-S Curve • Elite Audiences • Popular Audiences • Specialized Audiences

5. E-P-S Curve Size of Audience of a given message Elite Popular Specialized

6. E-P-S Curve Size of Audience of a given message Literacy Poverty Elite Popular Specialized

7. E-P-S Curve Size of Audience of a given message Higher education Affluence Leisure time Population size Literacy Poverty Elite Popular Specialized

8. E-P-S Curve Size of Audience of a given message Higher education Affluence Leisure time Population size Literacy Poverty Elite Popular Specialized

9. E-P-S Curve Size of Audience of a given message Higher education Affluence Leisure time Population size Literacy Poverty Elite Popular Specialized

10. E-P-S Curve Size of Audience of a given message Higher education Affluence Leisure time Population size Literacy Poverty Elite Popular Specialized

11. Growth of Literary Culture • Scribal Culture • “Lecture” System of Education • Prior Restraint

12. Books and Social Change • Elite Dominance of Cultural Norms • Paperbacks Reflecting Social and Economic Change • Dime Novel • Democratization of Knowledge

13. Supplying the Audience’s Demand • Markets and Processes in the Book Industry • Textbooks • The Trade Market: • Fiction & Nonfiction

14. Marketing of books • Mass marketing and promotion • Retail chain stores • Ad campaigns • Point-of-purchase displays • Subsidiary rights • Adaptations for additional markets • Examples: Movie rights • Book club editions • Paperback editions

15. Trends and Innovations • Electronic Publishing • Audiobooks • Multimedia Products • Superstores • Content is Key