1. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 1 Joseph R. Dominick University of Georgia-- Athens

2. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 2 Part II Media

3. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 3 Chapter 6 Books  History History  Books in the Digital Age Books in the Digital Age  Defining Features of Books Defining Features of Books  Organization of the Book Industry Organization of the Book Industry  Ownership in the Book Industry Ownership in the Book Industry  Producing the Book Producing the Book  Economics Economics  Feedback Feedback  The Book Publishing Industry The Book Publishing Industry Chapter Outline

4. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 4 History  Early books  Hand copied by monks until 12 th C  Lavishly decorated  Johann Gutenberg (1455)  Moveable metal type  First book – the Bible  Sold at Great Frankfurt Fair for 3y wages  Printing spread rapidly throughout Europe  Henry VIII required government approval for printers

5. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 5  Colonial America  Bay Psalm Book (1640)  Poor Richard’s Almanac by Ben Franklin  Common Sense by Thomas Paine  Penny Press Era (early 1800s)  Book publishing industry established  Mass audiences  New technologies  Libraries  A better educated public  Harriet Beecher Stowe’s Uncle Tom’s Cabin History

6. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 6  Civil War paperback boom  “Dime novels” liked by soldiers  Pirated editions of European best-sellers  20th Century move to commercialization  Literary agents represent authors  Publishers expand into the mass market  Financiers require profitable publishing History

7. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 7  Post WWII  Reading spurred by leisure time and income  Paperbacks return  Low prices, varied content, quality works  New channels of distribution  Dr. Spock’s Baby and Child Care  Peyton Place sells 10 million in paperback  307 mergers of publishers (1958 – 1970)  Book industry is attractive investment History

8. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 8  The eBook  Display hardware + Software + Digital content  Author-Publisher-Retailer  Market suffered setbacks  Hardware not up to standard  Not enough e-book content  Ideal for  Reference works  Travelers  Students  netLibrary Books in the Digital Age

9. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 9  Printing on Demand  Publisher creates books in digital form  Customer chooses book at a retail store  Store downloads it from publisher  Book printed at the store while customer waits  Publisher saves print and distribution costs  Ideal for low-volume, special-interest books Books in the Digital Age

10. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 10  Least “mass-like” of the mass media  Can have profound social effects  Authoritative  Enduring Defining Features of Books

11. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 11 Publishers  Distributors  Retailers Organization of the Book Industry

12. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 12 Association of American Publishers’ List Trade books Religious books Professional books Book clubs Mail order publications Mass market paperbacks University presses Elementary and secondary texts College textbooks Standardized tests Subscription reference books Audiovisual and other media Organization of the Book Industry

13. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 13 [Insert Figure 6-1 here] Figure 6-1 Channels of Book Distribution Organization of the Book Industry

14. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 14  Retailers  20,000 traditional book stores  Major chain stores  Barnes and Noble  Borders/Waldenbooks  Online vendors  Amazon.com  College bookstores  Book clubs and mail-order sales Organization of the Book Industry

15. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 15  Top five companies (2000)  Pearson Publishing – largest educational publisher  Prentice-Hall, Penguin, Viking  Pearson Television (“Baywatch”)  Random House – Part of Bertelsmann  Harper-Collins – Rupert Murdoch  20 th Century Fox, Fox Network  Simon & Schuster – Part of CBS/Viacom  Time-Warner Publishing  Time Warner, biggest media conglomerate in world Ownership in the Book Industry

16. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 16  Departments and Staff  Editorial  Works with authors and manuscripts  Production  Physical design of the book  Marketing  Sales, promotions, and publicity  General business administration  Accounting, financial forecasts, operational needs Producing the Book

17. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 17  Publishing the Book  Three sources of book ideas  Literary agent recommendations  Unsolicited manuscripts – “slush”  Ideas generated by editors  Author and editors collaborate to produce satisfactory manuscript  Other activities include: scheduling, design, printing, and distribution Producing the Book

18. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 18  From the Author’s View  Author submits book proposal  Cover letter and a brief description  Why the book should be published  Analysis of the potential readership market  Outline or table of contents  Sample chapter  Proposal goes to acquisitions editor for evaluation  If OK, contract is signed and author begins work Producing the Book

19. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 19 Economics [Insert Figure 6-2 here] Figure 6-2 Book Publishing Revenue, 1983-2002

20. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 20  Publisher income  Book sales  Subsidiary rights  Book clubs  Foreign rights  Paperback rights  Reprint permissions  Publisher costs  Manufacturing costs  Printing, typesetting, royalties to author  Operating expenses  Editorial, production, marketing, general admin  Profit margins are 2% - 20% Economics

21. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 21 Economics [Insert Table 6-2 here] Table 6-2 Profit-Loss Statement of Trade Hardcover with $20 List Price

22. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 22  Traditional best seller lists  New York Times  Publisher’s Weekly  USA Today  P.O.S. information from BookScan  Reader reviews at online bookstores (e.g., barnesandnoble.com)  Online purchase circles: specialized best- seller lists (e.g., amazon.com) Feedback

23. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 23  70,000 to 75,000 jobs nationwide  Entry-Level  Editorial assistants  Communicate with authors  Read manuscripts  Check facts  Proofread  Write catalog copy  Sales representative The Book Publishing Industry

24. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 24  Upward Mobility  Editorial Editorial assistant  Assistant editor  Associate editor  Editor  Senior, Managing, Executive Editors  Business Sales representative  President, Vice President of Marketing The Book Publishing Industry