GO TO LAST PAGE OF GUIDE FOR INFORMATION ABOUT NOTES FROM THE 10 28 LECTURE MMC2000 Exam 2 Study Guide Chapter 3 Books Book industry today o Why censorship We censor any books that contain violence sex drugs frightening images anything that goes against politics religion etc to protect children o Why do we place this level of importance of banning on books 1 Books have individual influence 2 There is no rating system 3 Everyone has access to books 4 We place a cultural value on them they get passed down through generations o 2012 33 billion in revenue o Examples of major categories o Trade books Pleasure reading books that include juvenile adult fiction non fiction cookbooks biographies coffee table books Typically found in your average bookstore bring in the largest amount of revenue in book industry o El hi books Elementary high school textbooks Publishers are one of the biggest encouragers of different things being taught can publish many different textbooks o University Presses More geared for graduate students and professors and are high specialized on original ideas Ex Oxford Press o Professional Books Medical reference books legal reference books etc Books that people in their professions need on a daily basis to do their job o Mass Market Paperbacks Books just made to be sold in paperback forms These are lower quality books Ex Romance novels o Slow growth with average HH spending on the decline Books are still growing but it is slow due to rise in book prices Daily reading minutes 8 18 years MMC2000 Exam 2 Study Guide o Has decreased with magazines and newspapers but slowly grew with books and online magazines and newspapers o Widespread aliteracy possessing the ability to read but choosing not to 50 of 18 24 never read for pleasure Book Industry Trends o Convergence e publishing e books e readers POD o Conglomeration o Emphasis on Profit and Commercialism E books and E readers make up about 10 of the book market By the end of 2011 1 in 3 Americans had some sort of E reader Popularity grew in large part to e books being cheaper than print POD Print on demand The book doesn t exist other than the text until you tell the publisher you want it printed Diminishes the large costs from the original publishing model 80 of sales from 8 major companies Pros Larger companies have more can pay authors better better distribution and marketing channels able to get their products into the market Cons May just become a money making venture don t care about talent of authors but rather how much revenue they will bring in Blockbuster mentality Book publishers are throwing a lot of money at the author they think will bring in the most profits Ex Hilary Clinton was offered 8 million to write her memoirs Subsidiary rights The rights that come along with primary work that you can sell to someone else to use that work in different ways Ex the rights of the contents of Jurassic Park being sold to movie houses Milton Bradley for board games McDonald s for Happy Meal Toys etc Con May not be the best idea but they will sell them anyway because they will make a lot of profit Instant books Arise within a very few days typically after some big event Often sold in grocery and convenient stores These books try to ride the wave of interest in whatever big event that happened Ex Something written right after 9 11 Product placements Authors taking money from a company to write about that company their product in the book Sign of hypercommercialism Bigger stores such as Borders took over the smaller Mom and Pop stores as they couldn t compete with the larger companies The majority of book retailing 30 occurs at large department stores such as Target Costco and Walmart o Changes in Book Retailing Chapter 5 Magazines Brief History of Magazines MMC2000 Exam 2 Study Guide o Early industry Colonial America to Civil War Mid 18th to Mid 19th century o First to appear in 1741 o 1st magazine Ben Franklin had the idea but Andrew Bradford published it first America Magazine Franklin s was called General Magazine They slowly grew due to the limited and local circulation o Characteristics of early magazines Targeted at elite intellectuals Heavy political and literary content Limited local circulation NYC and Philly o Era of mass circulation Mid 19th to Mid 20th century 1865 700 publishing 1885 3 000 1945 32 million families subscribing o Why growth Targeting of women Increased literacy Cheaper postage and prices Spread of railroads Industrialization o Characteristics of magazines in the era of mass circulation General interest Mass audience National relevance Visually superior The first true national mass medium Social importance of muckraking o Since the early 1950 s Specialization occurs Magazine Industry Today o 2008 30 billion in revenue 55 32 13 o 2011 28 billion in revenue 71 21 8 o The percentages above reflect revenue in terms of advertising subscription and single copy revenue respectively o 2012 20 707 magazines o Readership is on the decline so magazines rely more on advertising revenue which means less magazine and more ads o 3 major magazine categories Industrial company and sponsored Produced by a company or organization for employees of that company almost like a newsletter Ex AARP which has the highest circulation in the US Trade professional and business Paid subscription magazines put out by a company or organization that focuses on employees in a particular kind of industry or profession Consumer General and special interest Examples include Better Homes Game Informer and Readers Digest In order of highest paid circulation in the US o Who Reads MMC2000 Exam 2 Study Guide 92 all adults in the US 96 25 years 92 African Americans 92 Asian Americans 86 Hispanic Americans Readership declines slightly as you age o How much All US adults 10 4 issues month 15 1 for African Americans 10 8 for Asian Americans and 11 3 for Hispanic Americans o Ratio editorial to ads since 1970 Advertising Editorial 54 8 Reflected in the content of the magazine itself Anything other than advertising is editorial Magazine Industry Trends o Convergence Traditional magazines online but printed are still important Some magazines are online only ex Slate Salon but hard to make o Competition from other media advantage of subscriber lists o Advertorials Magazine print content that is an ad but is made to look like regular editorial commentary Leads people to paying greater attention to the ad Consumers complain because it is
View Full Document
Unlocking...