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The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition.

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Presentation on theme: "The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition."— Presentation transcript:

1 The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition

2 Part 2 The Print Media

3 Chapter 6 Books

4 Early Book History Hand copied and lavishly decorated Expensive and time consuming to make (1 year avg.) Johann Gutenbergs invention of moveable type in 1455 allows books to be mass produced Printing spreads rapidly throughout Europe; helps foster Protestant Reformation

5 Books in Early America Colonial publishers often their own writer and printer Religious and political works dominate the 1700s In early 1800s, mass audiences, new technologies, libraries, and a better educated public spark book publishing during the Penny Press era Civil War years help start paperback boom

6 Books in the 20 th Century A move to commercialization brought on by: literary agents focused on getting authors top dollar books expand further into the mass appeal market demand by financial backers to be profit oriented Paperbacks debut again in post WW II market Feature: low prices, varied content, mass sales, quality works More leisure time and income spur reading Book industry becomes an attractive investment

7 The Contemporary Book Industry A consolidation trend starts in the 1970s Big companies begin dominating industry The Internet opens up new a marketing and distribution approach with et al Content gets more specialized and varied

8 Books in the Digital Age Most manuscripts are now produced and edited with word processors and distributed via e-mail The emerging all-digitally processed e-books will establish all new approaches to book production, distribution, marketing E-books: new challenges to an old industry -- authors as their own publishers, promoters, and distributors

9 The e-book: The e-book: Authors as Publishers and Retailers E-book technology easily has the potential to change the entire structure of the book industry, with authors now conceivably able to write, compose, promote, publish, and distribute their own works, eliminating the need for a traditional publisher.

10 Essentially a new way to distribute, buy, and print books right at the retail outlet Choose your book at the store Store downloads it from publishers database Book printed within 15 minutes at the store Publisher saves print and distribution costs Printing on Demand

11 DEFINING FEATURES OF BOOKS Least mass-like of the mass media Potential to have profound social effects Authoritative Permanent

12 ORGANIZATION OF THE BOOK INDUSTRY The publishing industry has three main segments: Publishers Distributors Retailers

13 Publishers The Association of American Publishers lists 12 major publishing divisions: Trade books Religious books Professional books Book clubs Mail order publications

14 Mass market paperbacks University presses Elementary and secondary texts College textbooks Standardized tests Subscription reference books Audiovisual and other media Publishing Divisions Publishing Divisions (Cont)

15 Distributors Thanks to the Internet, there are now two main channels by which books can get to consumers: The traditional method The online method

16 Retailers 20,000 traditional book stores Major chain stores Online vendors College bookstores Book clubs and mail-order sales direct-to-consumer book-sellers

17 Ownership The industry is dominated by large conglomerates with interests in other media. The top five companies as of mid-2000 were: Pearson Publishing Random House Harper-Collins Simon & Schuster Time-Warner Publishing

18 PRODUCING THE BOOK Departments and Staff Editorial Production Marketing General administration of the business E-books

19 PUBLISHING THE BOOK Book ideas come from three main sources: Agent recommendations Unsolicited books a.k.a. slush Ideas generated by editors themselves

20 General Steps in Getting a Book Published Author submits a book proposal which can include:.cover letter and a brief description of the planned book.a list of reasons why the book should be analysis of the potential readership outline or a table of contents (and a sample chapter) Proposal forwarded to acquisitions editor for evaluation.If favorable, contract is signed and author begins work

21 General Steps in Getting a Book Published General Steps in Getting a Book Published (Cont) As chapters come in, editors review book for sense and achievement of original intent Book mechanics checked (writing, footnotes, grammar, permissions to reproduce other published materials) Design decisions made and production schedules set Book printed, sent to warehouses to await distribution

22 ECONOMICS Cultural factors continue to cast promising economic growth for the book industry Two main sources of industry income: money from book sales subsidiary rights

23 FEEDBACK The primary form of audience feedback for the industry continues to be the best seller lists compiled by newspapers such as USA Today, the New York Times, and Publishers Weekly. Internet services like are providing new feedback alternatives such as their purchase circles database and interactive reader reviews

24 Books End of Chapter 6 Books

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