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J200: Journalism and Mass Communications - Week V
The Book Publishing
Industry
2 J200 - Week © J.T.Johnson 2002______________________________Fall 2003
18th Century
1755: Regular mail ship runs between England and the colonies.
1770: The eraser.
1780: Steel pen points begin to replace quill feathers.
1785: Stagecoaches carry the mail between towns in U.S.
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18th Century
1790: In England, the hydraulic press is invented.
1792: Mechanical semaphore signaler built in France. 1794: Signaling system connects Paris and Lille.
1792: Postal Act gives mail regularity throughout U.S.
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The Book Publishing Industry
Some terms to know Segments of the industry Trade associations New approaches to the book biz Industry economics Book production process
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Some – SOME – important “book”terms acquisitions editor: recruits and signs new
authors and titles for the company’s list of books advance on royalties: money which the
publisher anticipates earning on royalties of the book
best-selling book: a title which has sold >75,000 hardcover copies, or >100,000 paperback copies
blockbuster book: a title which has sold more than 100,000 hardcover copies
book clubs: individuals can join in order to select books from the club’s catalogue, and then purchase them through the mail or via the club’s web site, often for a discounted price
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An overview of the book industryBasic distinctions in the book
publishing industry Educational books
K-12Higher educationUniversity presses - Sometimes
crossover titles
Professional books Consumer Books
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The Association of American Publishers (AAP)
Divides the consumer book market… Trade books Mass market paperbacks and trade
paperbacks Religious books Book club books Mail order books University press books Subscription reference books
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Major trade association
American Booksellers Association http://www.bookweb.org/
Association of American Publishershttp://www.publishers.org/industry/2000.cfm
Book industry stats
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Industry economics
Financing book publishing Is about finding, preparing,
marketing, distributing, and exhibiting books in ways that will get particular audiences to notice and buy them
Borrowing capital Sales “on consignment” Returns permitted
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Production in book publishing industry“The production of books involves
finding them and preparing them for the marketplace”
Production at a trade press Royalties Bestseller sales status Blockbuster sales status
Production at a university press Different pressures mean different
approaches Book production in the electronic age
E-books
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Ethical pitfalls in book publishing
Plagiarism “Borrowing” story and/or plot ideas THE CELEBRATED 'ROOTS' OF A LIE
http://www.martinlutherking.org/roots.html
“Historian Ambrose sorry for copying phrases”http://www.olemiss.edu/mwp/news/2002/2002_01_06_ambrose.html
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Reducing the risks of failure during the production process Conducting prepublication
research Hiring authors with positive
track records Offering potential authors
advances on royalties
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Distribution in the book industry
Getting the right number of books to the right customers
The role of wholesalers in the distribution process
Assessing a title’s popularity The size of the book’s print run The content of reviews about the book
in the media The scope of the book’s marketing plan
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Exhibition in the book industry Exhibition varies widely by the type of book
being sold Exhibition in textbook publishing
El-hi textbook adoptions vs. college textbook adoptions
The strategy of new editions Exhibition via bookstores
Large chain bookstores vs. small independent bookstores
Exhibition via computers and the web (Vistica)
Each year, more book-buyers doing web buys for books, CDs to DVDs to e-books. Maybe.
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Digital “books”
Alexandria Digital Libraryhttp://www.alexandria.ucsb.edu
Project Gutenberghttp://www.gutenberg.net/
“Other” publishing strategieshttp://www.lulu.com/
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