1. Introduction to Mass Media
Instructor: Shujun (Penny) Jiang

2. Books
The Joy of Books
“you will never feel lonely when you read…”

3. Time Frame 1620-Today 1620 Imported books arrive in the colonies on
the Mayflower
American’s first book, The Bay Psalm
Book, is printed at Cambridge, Mass.
The first library in US
Thomas Paine publish the revolutionary
pamphlet Common Sense
International Copyright Law
Compulsory elementary education
Book-of –the month Club is founded
Introduction of Pocket Books, paperback

4. Time Frame 1620-Today 1960 publishing houses began to consolidate
1970s the growth of retail bookstore chains
1980s production of audio books
1990s Amazon.com began as Internet retailer
launch of ebooks
Google Book Project
Amazon introduces Kindle e-reader
Apple introduces ipad

5. Book Publishing Industry
Publishers have always been torn between the goal of preserving intellectual ideas and the need to make money.
Publisher nurture ideas and try to make money

6. Four characters of book publishing in America today
The industry sells its products --- like any commodity --- in a market that is fickle and often uncertain.
The industry is decentralized among a number of sectors whose operations bear little resemblance to each other

7. Four characters of book publishing in America today
A mixture of modern mass media production methods and craft-like procedures characterizes these operations
bookbinding
4. The industry struggles between requirements
and restraints of commerce and the
responsibilities and obligations as a guardian
of the culture

8. How American Book Publishing Grow
Early publishers widened their audience by publishing political pamphlets, novels, poetry and humor.
The International Copyright Law of expanded royalty protection to foreign writers, which also benefit American authors
Royalty: payment to the holder of copyright for the right to use their property;

9. How American Book Publishing Grow
The creation of publishing house in 19th and early 20th centuries centralized the process of producing books.
1900, The adoption of compulsory education throughout the United Sates was important for book publishing as school buy textbooks, and education create more people who can read

10. Cheaper Books Create a Mass Market
Beginning in the 1920s, publishers dropped prices and introduced book clubs and paperbacks
Early book clubs, such as Book-of-Month, expanded the market for books and widened the audience
The introduction of paperbacks sold as 25 cents

11. Grove Press Tests Censorship
Book publisher resist attempts by government to limit freedom of expression
Grove Press challenged book censorship by publishing Lady Chatterley’s Lover (by D. H. Lawrence) in 1959 and Tropic of Cancer in Both books had been banned in the United States as obscene
Autobiography of Malcolm X in 1965 was another challenge to censorship. The book became a best seller.

12. Investors Buy Up Publishing Companies
Before 1960s, the book publishing industry was composed mainly of independent companies whose only business was books
Publishing company consolidation began in the 1960s, and this pattern of consolidation continues today

13. Book Publishing at Work
Successful publishers consistently anticipate both competitors and the market: books must be written, be printed, be promoted, and be sold
The process of publishing a book usually takes at least 18 months from the time an author is signed until the book is published

14. Approximately 60% of English-language books are produced through “big five” publishing houses: Penguin Random House, Hachette, HarperCollins, Simon & Schuster and Macmillan.
Publishing company in the UAE: Motivate

15. Authors and Agents: Where Books Begin
Publishers acquire books in many ways. Some authors submit unsolicited manuscripts. Many publishers refuse to read those and accept only books that agent submit
Publishers pay authors a royalty for their works (6-15% of the cover price), some pay advance
Advance is an amount the publisher pays the author before the book is published
Agents who represent authors collect fees from the authors (10-15% or royalty)

16. How Books Get Published
Beside author , departments at publishing house:
Acquisitions: author, company, audience, subsidiary rights (the rights to make a movie, use the image of a character on T-shirt)
Media design
Production
Manufacturing
Marketing
Fulfillment
20, 000 publishers in US, 2,000 produce more than 4 titles a year. Most publishing houses are small, 80% with fewer than 20 employees.
Textbooks account for about 1/3 of book publishing income

17. 5 Major Markets in Book Industry
adult and juvenile trade books (a book intended for general readership);
textbooks;
book clubs and university press books;
mass market paperbacks;
audio books and e-books.
Audio books in MP3 allow download and purchase on the internet and listen to books on computers and MP3 player
E-books offer digital copies of thousands of titles instantly

18. Corporations Demand Higher Profits
Publishers are especially interested in books with subsidiary and international-rights potential.
To reduce their risks, many publisher look for blockbuster books (and best-selling authors) that they can sell through large-scale promotion campaigns

19. The case of Harry Potter
As of June 2011, the book series has sold about 450 million copies worldwide , the best-selling book series in history
It has been translated into 67 languages. and the last four books set records as the fastest-selling books in history.
This success has made Rowling the first and only billionaire author.
The books also given rise to the popular film adaptations produced by Warner Bros.
The films have spawned eight video games and have led to the licensing of more than 400 additional Harry Potter products .
The Harry Potter brand has been estimated to be worth as much as $15 billion.

20. The case of Harry Potter
Rowling completed Harry Potter and the Philosopher's Stone in 1995
The manuscript was sent off to several prospective agents. The second agent, Christopher Little, offered to represent her and sent the manuscript to Bloomsbury, UK.
After eight other publishers had rejected, Bloomsbury offered Rowling a £2,500 advance for its publication.
The publishers initially targeted children aged nine to
Rowling was asked by her publishers to adopt a more gender-neutral pen name J. K. Rowling in order to appeal to the male members of this age group,

21. Chain Bookstores and Internet Retailers Compete
Chain bookstores e.g. Barn & Nobles, Borders, and Internet retailer, such as Amazon, are big factors in book marketing.
Chain bookstores and Internet retailers buy in huge volume from publishers at a big discount
Internet retailing has expanded the market but introduce competitive pricing

22. Bankruptcy of Borders

23. Bookstores in UAE Borders
The Bookshop (on Khalifa Street, close to the Diwan roundabout )
BookPlus (Al Jimi Mall, Al Ain, Abu Dhabi Mall)
Jashanmal (on Khalifa Street) Abu Dhabi, Dubai
Magrudy’s (at Bawadi Mall ) Abu Dhabi, Dubai
The Book Corner - (Abu Dhabi, Dubai, Sharjah)
Book World by Kinokuniya – at Dubai Mall
United Bookstore

24. Small Presses Seek Specialized Audiences
Small presses are alternative
Many exist outside the New York City orbit
Specialization and targeted marketing are important elements of small press success.

25. New Technologies Affect Production and Consumption
Computer monitor inventories more closely
Publishers now receive and process manuscripts electronically via internet
Publishing process like copyediting, photo research are contracted to freelancers who work at home and overseas
Electronic graphics make books more interesting to look at, and many book publishers use Websites to promote books and enhance content
A link of the book

26. New Technologies Affect Production and Consumption
Large publishers are continuing to consolidate, the number of small publishers is decreasing
Publishers are exploring digital delivery
In 2008, Google Book Project contracted with libraries to scan the contents and make it available on line, paid $125 million for copyright infringement claim, the copyright issue unsolved

27. Book Publishing Today is a Competitive, Complex Business
On August 2, 2010, Amazon announce for the previous 3 months, it sold more ebooks than hardcover printed books kindle books for every 100 hardcover books
Book publishing has been part of the culture for so long, the contrast btw its simple beginning and its complicated future is startling.

28. Book Publishing Today is a Competitive, Complex Business
Amazon Executive Russ Grandinetti said: “the real competition is not btw hardcover books and the e-book”
“TV, movies, Web browsing, video games are all competing for people’s valuable time. And if the book doesn’t compete we think that over time the industry will suffer”