MC 101 1st Edition Lecture 5Outline of Last Lecture 1. Transforming the Media World 2. Private Ownership 3. Growth of International News 4. Big Media 5. Big Players 6. Disney 7. News Corps8. Time Warner 9. Viacom/CBS10. Bertelsmann11. The New Players a. Comcast/NBC Universal b. Google c. Apple 12. Other Major Players 13. Who Controls the Media Long Tail v. Short Tail Outline of Current Lecture 1. Book Numbers2. A Brief History 3. The Printing revolution 4. Books in early America 5. The Industrial Revolution 6. Keys to Publishing7. Paperback Books 8. Conglomeration and Globalization9. Top Publishers Current LectureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Chapter 4: Books NOTE: Words in caps next to each title either mean everything on slide might be on the test, or it highlights an important parts of the slide that will be on the test. Book Numbers - Books account for 9% of total media industry revenues in US- Comprises trade, mass market paperbacks, K-12 and college texts and e-books A Brief History TEST- 6,000 year history - Clay tablets in Mesopotamia, 3500-4000 BC- 3000 BC Papyrus: Reed paper in Egypt, Greek scrolls- Parchment: Dried animal skins, very durable - Codex: Rome 1st Century AD, Cut and bound parchment - Asia: around time of ancient Greece- Books on long scrips of wood - 240-105 BC: Rice paper, woodcutting - Ink carved wooden blocks - Paper come to Europe in mid 11th century The Printing Revolution TECHNOLOGICAL DETERMANISM - Johannes Gutenberg: moveable type in 1430-1455ish - Mass production; Bible; major social revolution; Luther and Reformation - Technological determinism: introduction of new technology changes society, sometimes in unexpected ways - Oral to print culture: oral culture: a culture in which information is transmitted more by speech than by writing - 17th and 18th centuries: enlightenment, age of reason Books in Early America FRANKLIN AND UNIVERSAL EDUCATION - Spanish: First press in North America in 1530s in Mexico City - Puritans: New England, 1600s Avid readers, education, escape English repression, control of publications - Seek freedom from US- First press in colonial America (US): 1638 Harvard College- First Book: Bay Psalm Book (While Booke of Psalmes)- Chapbook: inexpensive early form of paperback stories to read for pleasure- Use cotton and linen fibers for paper; rag content - Vertical integration: printers run book stores; meeting places - 1731 Franklin: first public library in Philadelphia - Universal education: free, tax=payer supported - 1642 passed in Massachusetts- US law in 1820s; McGuffey’s Eclectic Readers 120 million at end of 1800s The Industrial Revolution EFFECTS OF INDUSTRIAL REV- Wood pulp paper, inexpensive - Rotary press: steam power - Lithography: high quality illustrations at high speed- Linotype: 1880s set type automatically, keyboard - 1914: Postal book rate to cut costs- Marketing: Book-of-Month 1926, Literary Guild 1927 Keys to Publishing TEST- Market: educated- Production: fast, inexpensive - Distribution: rail, reduced rates - Costs: economies of scale Paperback Books COPY RIGHT ACT MASS MARKET PAPERBACK - Early paperbacks: Chapbook; Dime novels/Pulp Novels - Inexpensive fiction, popular in 1860s, sell for a dime - Copyright Act of 1891 - Mass-Market Paperbacks, pocket books in 1939, non-fiction; large sales by periodical distributors- Public domain: category of creative works which the copyright has expired- WWII usage - 1950s: Mysteries, Westerns, Thrillers- 1960s: Harlequin, Romance novels- 1970s: Trade Paperback: Larger trim size, heavier cover, quality paper, majority of paperbacks today Conglomeration and Globalization: - Like other industries: concentrated into conglomerates, went global- Five companies dominate US books, four foreign ownedTop Publishers TEST (1 FROM US)- Bertelsmann- Pearson- News Corporation - Time Warner – 1 from US -