Chapter 6 - Books. In this chapter, you will learn: understand that books are the oldest form of mass communications, recognize the factors that led to the commercialization of book publishing, explain how the digital revolution may change the underlying structure of the book industry, identify the main parts of the book industry, understand the -economics that support the book industry. | THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens Chapter 6 Books History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback The Book Publishing Industry Chapter Outline History Early books Hand copied by monks until 12th C Lavishly decorated Johann Gutenberg (1455) Moveable metal type First book – the Bible Sold at Great Frankfurt Fair for 3y wages Printing spread rapidly throughout Europe Henry VIII required government approval for printers Colonial America Bay Psalm Book (1640) Poor Richard’s Almanac by Ben Franklin Common Sense by Thomas Paine Penny Press Era (early 1800s) Book publishing industry established Mass audiences New technologies Libraries A better educated public Harriet Beecher Stowe’s Uncle Tom’s Cabin History Civil War paperback boom “Dime novels” liked by soldiers Pirated editions of European best-sellers 20th Century move to commercialization Literary agents represent authors Publishers expand into the mass market Financiers require profitable publishing History Post WWII Reading spurred by leisure time and income Paperbacks return Low prices, varied content, quality works New channels of distribution Dr. Spock’s Baby and Child Care Peyton Place sells 10 million in paperback Major publishers consolidate Book industry grappling with digital revolution History The eBook Display hardware + Software + Digital content Author-Publisher-Retailer Market suffered setbacks Hardware not up to standard Not enough e-book content Ideal for Reference works Travelers Students netLibrary Books in the Digital Age Printing on Demand Publisher creates books in digital form Customer chooses book at a retail store Store downloads it from publisher Book printed at the store while customer waits Publisher saves print and distribution costs Ideal for low-volume, special-interest books Books in the Digital Age Least “mass-like” of | THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens Chapter 6 Books History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback The Book Publishing Industry Chapter Outline History Early books Hand copied by monks until 12th C Lavishly decorated Johann Gutenberg (1455) Moveable metal type First book – the Bible Sold at Great Frankfurt Fair for 3y wages Printing spread rapidly throughout Europe Henry VIII required government approval for printers Colonial America Bay Psalm Book (1640) Poor Richard’s Almanac by Ben Franklin Common Sense by Thomas Paine Penny Press Era (early 1800s) Book publishing industry established Mass audiences New technologies Libraries A better educated public Harriet Beecher Stowe’s Uncle Tom’s Cabin History Civil War paperback boom “Dime novels” liked by soldiers Pirated editions of European best-sellers 20th Century move to .
