Chapter 2 BOOKS. Importance of Books n Books in Human History –Johannes Gutenberg »Movable Type n Books in National Development –Cambridge Press –Harvard.

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Presentation transcript:

Chapter 2 BOOKS

Importance of Books n Books in Human History –Johannes Gutenberg »Movable Type n Books in National Development –Cambridge Press –Harvard –William Holmes McGuffey

Importance of Books Although people are more in touch with other mass media day to day, books are the heart of creating American culture and passing it on to new generations.

Defining the Book Business n Trade Books –general interest n Textbooks –Schools –Reference Books

Innovations in Books n Paperbacks –Allen Lane, 1935 »Penguin Books –Robert de Graff, 1939 »Pocket Books

Innovations in Books “The paperback democratized reading in America.” Kenneth Davis

Innovations in Books n Electronic Books –Bookstore Downloads –Personal Downloads –Project Gutenberg

Book Marketing n Bookstores –Independents –Mall Stores –Superstores n Direct Marketing

Book Marketing n Bookstores –Independents –Mall Stores –Superstores

Book Marketing n Direct Marketing –Book Clubs –Web Shopping –Direct Mail

Commercial Success n Best-Sellers n Best-Seller Lists n Mass Marketing n Subsidiary Rights

Mass-Marketing Debate n Blockbuster Authors n Populist versus Elitist Views

Book Publishers n Major Houses n Small Presses n Vanity Presses n U.S. Government Printing Office

Chapter 2 BOOKS END

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