Exam 2 study guide Chapter 3 Book industries today o Why do we want to hold books back from people Books are permanent physically o Books as a cultural value why censorship Value of the books shows why people want to ban it Because of their influence as cultural repositories and agents of social change o o 2012 33 billion in revenue printed and online examples of major categories trade el hi higher ed juvenile and adult fiction non fiction cookbooks biographies coffee table books typically in avg bookstore bring in largest revenue hard or soft cover textbooks produced for elementary and highschool purposes ex mcgraw hill less specialization textbooks for colleges and universities not original ideas university press graduate specialized original ideas comes from publishing houses associated with and often underwritten by universities serious non fiction and scholarly books Ex University of Chicago press and University of California Press Oxford University press is oldest publisher in the world Professional Books that ppl in their profession need Medical electric legal pharmical Reference and educational volumes designed specifically for professionals such as docs engineers lawyers scientists managers Mass market paperbacks Published only as paperbacks Designed to appeal to a broad readership Ex airports grocery lower quality dime novels pulp fiction diet books self help books o Slow growth with avg HH spending decreasing Slow growth of reading books Declined for mags newspapers INCREASED FOR BOOK READERSHIP BUT Widespread aliteracy 50 of 18 24 yr olds never read for pleasure possessing the ability to read but not doing so Book industry trends Convergence o Erosion between media and new forms of technology Epublishing ebooks ereaders POD E publishing o The publication of books initially or exclusively online Currently 10 of the market 1 3 Americans have e book cheaper convenient easier to distribute POD o Print on demand o Go to amazon want book purchase then it is published at that time It is never made before that o Financial advantage o Ex toby press authorhouse o Digital books with the appearance of traditional books but content that is digitally stored and accessed E readers o Ex kindle E book o A book downloaded in electronic form from the internet to a computer or handheld PDA device such as palm pilot o Conglomeration Bigger companies that arnt book publishers will publish 80 of sales from 8 major companies pros Cons Have more money find poor writers better distribution marketers Ex Costco walmart Book publishing just another way to make money Driving factor Product quality suffers as important editing and production steps are eliminated to max profits o Emphasis on profit and commercialism Blockbuster mentality Publishers are throwing at certain authors to sell to make the most money Limits voices The lust for the biggest selling authors and titles possible sometimes with little consideration of literary merit The sale of the book its contents and its characters to film makers paperback publishers book clubs foreign publishers and product producers like tshirts poster coffee mug greeting cards Subsidiary rights Instant books Books that arise in a few days after a big event Ride the wave of interest Ex 9 11 book sold at grocery store Paid product placements Some authors will take money from companys for placing product in the books secret adv Accept payments from product manufacturers to feature their brands in their content May 2000 first paid for placement in fiction novel Cross dressing published by avon features Seagram liquor Changes in book retailing Media companies used to be mom and pop Ex barnes and noble Small stores couldn t compete with large ones Costco walmart target have out volumed sales in these large stores enables them to purchase inventory cheaply and offer discounts to shoppers profit on nonbook merch like audio cd calendars ect Buying books online Chapter 5 Brief history of magazines o o Early Industry colonial American to civil war mid18th to mid 19th First mag to appear in 1741 Ben franklins idea Andrew Bradford is first American Mag in USA with 3 issues Few days later ben made General Mag lasted 6 issues Characteristics Targeted at elite intellectuals Heavy political and literary content Limited local circulation NYC and Philly Mags are middle between newspapers and books Periodicy newspapers are weeklys mags published less Era of Mass circulation mid 19th to mid 20th golden era of mag Post civil war 1865 700 publishing 1885 3000 end of era 1945 32 million families subscribing end of ww2 why growth Targeting women Increased literacy Cheaper postage and prices Spread of railroads Industrialization o Library rate cheaper through mail 15c 10c o Important for early media Get to the stories and distribute o Creation of leisure time o Photo quality increased o Production quality increased Characteristics General interest o Appeal across all ages Mass audience National relevance o A lot of ppl interested in religious Visually superior o To newspapers Thus THE FIRST TRUE NATIONAL MASS MEDIA MAGAZINES social importance Muckraking investigative journalism practice of investigating major institutions for corruption ex mcclures Magazine shame of our cities o send in investigators to corrupt cities lead to situational change o child labor laws people lost jobs overtime pay safety with food mags large readership and financial health empowered the muckrakers to challenge societys powerful Ida Tarbell o Wrote about rockafellers oil production o Helped popularize the movement Since early 1950 s Specialization Targeting certain demographic o Reader engagement and reader affinity for ads they carry Wasn t happening in media yet Mags found niche approach and advertisers came along Mags had to figure out a new way radio and tv are having same All of this lead to specialization characteristics so they decided to specialize Magazine Industry today 2008 30 bil in revenue 55 adv 32 subscription 13 single 2011 28 billion 71 adv 21 subscription 8 single advertisers subscriptions sell themselves single copies readership is on the decline adv went up revenue less mag and more ads 2012 20 707 US mags diff mag titles being published in US national directory of magazines o 3 major categories industrial company sponsored mags that are produced for the employee members or stockholders of that organization sponsored mag free AARP Highest circulation in the US o 22 million in 2011
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