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Books – Day 3

Books – Day 3. Books -- Contemporary Medium. Mass Medium (42-3) Different from other media Not heavily supported by advertising Made to last longer than any other print media Only sell a few thousand copies, max 10 million (less than single soap opera) Important

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Books – Day 3

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  1. Books – Day 3

  2. Books -- Contemporary Medium Mass Medium (42-3) Different from other media Not heavily supported by advertising Made to last longer than any other print media Only sell a few thousand copies, max 10 million (less than single soap opera) Important Persuade influential (new policies/solutions) Readership/influence beyond sales Major channel for transmitting cultural heritage Promote powerful ideas/inspire great changes Industry (43-4) Publisher’s role Select/shape what is published Produce the book Advertise/distribute book to receivers Numbers Fig. 2.1 shows growing sales Recent turn toward commercialism, focus on profits Expanding market – Book of the Month Club, Literary Guild Higher education, esp. after WWII (textbooks, GI Bill, baby boom) 1950s cheaper printing/paper processes favorable to paperback

  3. Profits (44) From mid-20th century to present day, 100x more (435 mil to 40 bil) Previous family-owned business, small, private Went public for growth opportunities, attract profit-oriented investors, increasing DEMAND Consolidation Mergers/acquisitions Gain financial resources and sophisticated business/marketing skills Loss of autonomy (freedom/independence) in decision-making More market research, higher use of freelancers/less in-house Less of a search for noteworthy/groundbreaking, more for mass consumption Books -- Contemporary Medium, cont.

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