COMM 305 1st Edition Exam #2 Study Guide Chapters: 3&5Chapter 3Books: History-- Early History - Settlers where poor and unable to read- Printing press in 1638 arrived in the colonies- Printing press was under control of the British, so no criticism of the government was allowed- First books - First book in colonies- The Whole Booke of Psalms - First novel in the colonies- Pamela by Samuel Richardson- 1638- Poor Richard’s Almanac by Ben Franklin - 1765- printers revolt of stamp act- Mid 1770’s Colonies tired of British rule (Common Sense by Thomas Paine) - To be Literate was a Luxury (US literacy is at 95% currently) - Books/printing associated with taverns - 1884- Linotype machine- Set type mechanically- about 1875- Offset lithography- Made it possible to print photographic plates- The lowering cost of printing combined with the increase in literacy created it possible for more novels to flourish -1860- Irwin & Erastus Beadle published the dime novels and pulp novels-by 1865 it made books a mass medium - Paper back books- 1935- Allen Lane founded Penguin Books and invented the paperback- Today 60% of books are sold via paperback Books and Their Audience Book industry- -3 million titles published in North America each year- Readers buy 3 billion books - Generate $33 billion in sales- Book sales have fallen, so the prices of books have risen - Books have become the least “mass” medium - Targeted audiences have become smaller- New and innovative ideas are likely to appear in books The Cultural Value of the Boo - Books are…- Agents of social change- important cultural repository - windows on the past- Important sources of personal development - Good source of entertainment - More personal activity - Mirrors or culture Censorship-- Books are targeted because of their influence as cultural repositories and agents of social change- Book publishers’ obligations demand they resist censorship Aliteracy- Self-censorship-Scope & Structure of the Book Industry Categories of Books-- Book club editions - El-hi (textbooks for elementary and high schools) - Higher education (college and universities) - Mail order books - Mass market paperbacks - Professional books - Religious books- Standardized tests- Subscription reference books - Trade books - University pressTrends & Convergence in Book Publishing - E-publishing - Helps with the issue of inventory - E-books - 10% of trade publishes’ sales- Good outlet for 1st time authors- Financial advantage over traditional publishing - Writes get 40-70% of royalties - Free E-books -Print on Demand (POD)-- Smart phones, tablets, and e-readers- 1/3 Americans had an e-reader or tablet in 2011- makes many book available for platform agnostic publishing - Conglomeration - Cottage industry- Currently, book industry is dominated by a few big publishing companies, divisions of conglomerates. - Demands for profits and hypercommericialism Subsidiary rights- - Instant books- Lack true substance - Paid product placement- - Hollywoodization- Only books that have such potential will receive publishing deals. Growth of smaller presses-Over commercialization of book industry mitigated somewhat by rise of smaller publishing houses- Focus on narrow target marketsRestructuring of book retailing - Number of bookstores in U.S. is dwindling-Independent bookstores- offer personalized attention - Can buy books online Chapter 5History of Magazines--Originated in Britain - Few elite that could read- Consisted mostly of reprints of British articles - No organized postal serviceTwo Printers tried to establish magazines - Bradford- American Magazine- political magazine in British Colonies- First magazine on American soil - Ben Franklin- General Magazine & Historical Chronicle- All for British Plantations in America Magazine growth encouraged by…- Cheaper printing- Literacy - Social movements (ex. abolishment of slavery) Became “The time of significant beginnings” More reasons for growth - widespread literacy - postal act of 1879- Spread of the railroad- Reduction of cost- industrialization Mass Circulation Era-Women’s magazine, and suffrage, but also “how to” for homemakers. Perfect marriage between brand products and women’s magazines -Magazines were America’s first national mass medium -Muckraking- crusading journalism; advocating for the change -Between 1900-1945- grew 200,000 to 32 million-The Crisis (founded by W.E.B. DuBois in 1910 to be the voice of the NAACP)The Era of Specialization -WWII further urbanized America-Public focused on their own interests - More leisure and money to spend Magazines and their Audiences- Less likely to consume other media of in non-media activities than TV, radio, or Internet users- 94% of people with some college read a magazine Engagement-When viewers pick up a magazine, they are also selecting the advertising. Affinity-61% of readers have a positive attitude toward magazine advertising Scope and Structure of the Magazine Industry Three types of Magazines1. Trade, professional, and business magazines2. Industrial, company, and sponsored magazines3. consumer magazinesCategories of Consumer Magazines1. Celeb and entertainment 2. Children’s3. Ethnic4. Fashion5. General Interest6. Men’s7. News8. Sports9. Women’s 10. Youth Magazine Advertising Magazine specialization exists because advertisers want to go after a particular demographic, which is attracted by the magazine. Split runs: editorial content varies according to regional, national grouping or some other demographic.Single Sponsor Magazines- one advertiser only Accountability Guarantees- promising that reader’s will recall advertising to certain level. Types of Circulation -subscriptions- 85% of all sales- Single-copy sales - Controlled circulation Measuring circulation- 1914: Audit Bureau of Circulations (ABC) established to provide reliability to announced circulation figuresOnline Magazines- Made it possible by convergence of magazines and the internetPeople access magazines on smartphones, tablets, and e-readersget instant activity with…-Quick response codes-Near-field communicationCustom Magazines: the creation of magazines specifically designed for an individual company seeking to reach a very narrowly defined audience, suchas favored customers or likely buyers. Brand magazines: consumer magazines, complete w/ a variety or general interest articles and featuresMagalogue: a designer catalogue designed to look like a magazines