MC 101 1st Edition Lecture 6Outline of Last 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 Outline of Current Lecture 1. Newer Forms of Books 2. Types of Books a. Trade b. Educational c. Referenced. Professional3. Types of Books: Publishing Industry Categories 4. Players in the Book Industry a. Authors b. Publishersc. Editorsd. Booksellerse. Readers5. The Players in Book Publishing6. Contracts and Royalties, Celebrity Authors7. The Editors 8. Publishers9. Promotion 10. The Book Seller11. The Reader 12. Controversies: Censorship13. Most Frequently Banned Books 14. Controversies: Blockbuster Syndrome 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 (continued…)Newer Forms of Books- Audiobooks: Books recorded on tape or some other medium (CD)- E-books: books that exited as a digital file- Potential to change medium: o Hypertext fiction; change ending o Free, lower costso Easier to transporto Circumvent censorship issueso When it comes to text books – its basically the same o Test books are so expensive because:  4 color press Nice paper Copyright for pictures Types of Books IMPORTANT - Trade – general interest fiction and nonfiction sold to the public - Educational – tests for elementary, secondary, college, and vocational schools - Reference – collections of facts and information for general research - Professional – information for specialized occupations such as law, medicine, or engineering Types of Books: Publishing Industry Categories CATEGORIES IMPORTANT - Trade books: fiction and non-fiction sold to public; largest share of books - Educational: El-Hi Texts; college; cultural importance - Reference: Encyclopedias, dictionaries, atlases, etc. - Professional: Specialized occupation: Law/West; Medical, Engineering, etc. - Specialty: All others: yearbooks, anthologies of cartoons, religious (some) Players in the Book Industry IMPORTANT - Authors o Professional writers o Experts in other fields o Celebrities - Publishers o Major publishers o Independents o University presseso Small presseso Vanity presses - Editors o Acquisition editors o Developmental editors o Copy editors - Booksellers o Chains o Megastoreso Independents o Online booksellers- Readerso Bibliophiles o Causal readerso Required readerso Alliterateso Illiterates The Players in Book Publishing - Authors: very few full-time; do other jobs, celebrities - Submitting a manuscript: query letter, sample chapters to carefully select agent or publishing house - On spec (without a contract) or under contract Contracts and Royalties, Celebrity Authors IMPORTANT - Royalties: The author’s share of the amount of a work’s revenues (retail vs. net): 5% to 15% of the retail vs. net book revenues; Some higher Stephen King 25% - Ex. Retail Method 15%x$20=$3; Net 15%x$4=60 centso Sign a contract that you’re going to get a certain amount of the sale of the book - Average is 10%- Agent fee: 10% to 15% of the author’s royalties - 3 Types: celebrated authors (J.K. Rowling); Famous/Infamous person (Bill Clinton, OJ); Expert in afield The Editors IMPORTANT - Acquisition Editors: Obtains books to be published- Developmental Editor: Works directly with the author during the writing of the book, suggestions, changes - Copy Editor: polishes a manuscript line by line and prepares it for typesettingPublishers IMPORTANT DIFFERENT TYPES OF PUBLISHERS - Specialize in types of books: Genre is type of writing such as mystery - Major publishers: Bertelsmann AG- Minority/independent publishers: Targeted; Us Books Inc. young black readers - University presses: tied to university; academic research - Small presses: serious books in poetry, avant-garde fiction; small staff, facilities - Vanity presses: author payso You write a book and pay them to publish them - On-line: provides “self-supported publishing” through a website Promotion - Like other products: Sales force, advertising, PR- Cover design o You tell then what you’re looking foro They give you options o You pick - Blurbs: Laudatory comments that are places on the cover - Reviews o Book gets sent to reviewers o Back of book where there’s reviews, that’s where it comes from - Excerpts - Book tours: talk shows, etc. The Book Seller BASIC QUESTION – AMAZON - 13,000 book stores in US; up 75% from 1980s - 17,000 other outlets: supermarkets, drug stores… - Chains or Megastores: More than half of sales; Ex. Barns & Noble and Borderso Megastores: 100,000 titles and amenities like coffee bars, live readings- Independent Books Stores: Not owned by a chain or not part of a larger company o American Book Sellers Association - Online Bookseller: Amazon.com is leader; long tail The Reader IMPORTANT - Bibliophiles: book lovers; 50 or more a year - Casual Readers: enjoy, read a few books a year - Required Readers: read for work or studies - Illiterates: never learned how to read - Alliterates: those who can read but do notMilestones in Book Publishing timeline Controversies: Censorship - First Amendment - Issue of Banning: James Joyce’s Ulysses in 1920- Banning usually helped sales- International censorship ex. Rushdie’s Satanic Verses- Public Schools and Libraries; elementary and high school Most Frequently Banned BooksControversies: Blockbuster Syndrome - Strong impact on economics of industry - Advances lave little money for smaller players - Midlist authors write books that have literary merit but not obvious blockbusters- Midlist authors: Those who don’t make it to the best-seller lists but still have respectable