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– 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

Books -- Contemporary Medium, cont.

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