Books and the Power of Print

Chapter 9

Source: Mike Segar/Reuters /Landov

“The big concern—and it’s a massive concern—is the $9.99 pricing point. If it’s allowed to take hold in the consumer’s

mind that a book is worth ten bucks, to my mind it’s game over for this business.”

- David Young, Chairman andC.E.O. of Hachette Book Group

USA , 2010

E-books and the Publishing Industry

The History of Books from Papyrus to Paperback

• Papyrus, circa 2400 B.C.E.

• Parchment• Treated animal skin; gradually replaced papyrus

• Codex• First protomodern book• Made of bound materials by the Romans, 4th century

The History of Books from Papyrus to Paperback

• Manuscript culture: medieval church• Illuminated manuscripts• Book as reverential artifact

The History of Books from Papyrus to Paperback (cont.)

• 1000 C.E.: Chinese invent movable type• Radical process that was not developed in Europe

• 1453: Johannes Gutenberg invents the printing press.• Inestimable influence on Western culture

The History of Books from Papyrus to Paperback (cont.)

• Leads to development of popular literature• The Bay Psalm Book (1640)• Pamela (1744), brought here by Benjamin Franklin

• Paperback books by mid-1800s• Dime novels, pulp fiction

The Formation of Publishing Houses

• Early “prestigious” publishing houses foundation of modern book industry• All of the oldest houses survive now as part of larger

conglomerates.

• Book industry helped assimilate European immigrants into American culture, language.

• Despite a decline from 1910 through the 1950s, the book industry bounced back after World War II.

Figure 9.1

Estimated U.S. Book Revenue, 2009

Types of Books

• Trade books• Adult and juvenile divisions• Comics and graphic novels

• Professional books• Law• Business• Medical• Technical-scientific

Types of Books

• Textbooks• McGuffey reader (mid-1800s)• Elementary, high school, vocational, and college

divisions

Figure 9.2

Where the New Textbook Dollar Goes

Types of Books (cont.)• Mass market paperbacks

• Instant books

• Religious titles

Types of Books (cont.)

• Reference books• Encyclopedias• Dictionaries• Atlases

• University press titles• Scholarly works

Source: ©2000 Marvel Entertainment, Inc. All Rights Reserved.

Source: BATMAN: The Dark Knight Returns ©1986 DC Comics. All Rights Reserved. Used with Permission

Influences of Television and Film• Television can help sell books

• Oprah’s Book Club

• Books provide ideas for television shows, films.• J. K. Rowling’s Harry Potter books developed into a

hugely successful film series

Convergence: Books in the Digital Age

• E-books• The Kindle and Kindle DX: Amazon’s successful digital reader• Apple now has the iPad, Barnes & Noble has the Nook.• 2010: e-books account for 5% of all books sold.• Number could increase to 20% by 2012.

• E-books have potential to reimagine what a book can be.• E.g. Alice in Wonderland e-book is a “pop-up book of the 21st

century”

Convergence: Books in the Digital Age

• E-books• The Kindle and Kindle DX: Amazon’s successful digital reader• Apple now has the iPad, Barnes & Noble has the Nook.• 2010: e-books account for 5% of all books sold.• Number could increase to 20% by 2012.

Convergence: Books in the Digital Age

• E-books have potential to reimagine what a book can be.• E.g. Alice in Wonderland e-book is a “pop-up book of the 21st

century”

Censorship and Banned Books

• American Library Assocation (ALA) compiles a list of the most challenged books every year.• A book challenge is a formal complaint to have a book removed from a

public or school library.

• Common reasons for challenges include sexually explicit passages, offensive language, occult themes, racism, violence, and homosexual themes.

• One triumph of the Internet is the digital passage of banned books into countries where print versions are outlawed.

Figure 9.3

Banned and Challenged Books

Ownership Patterns

• Like most mass media, commercial publishing is dominated by a handful of major corporations with ties to international media conglomerates.

• Consolidation of the book industry raises concerns, including the financial struggle of independent booksellers and publishers.

Figure 9.4

Five Largest Trade Book Publishers

(North American Revenue in $Millions)

The Structure of Book Publishing

• Acquisitions editor• Identifies talent• Handles subsidiary rights

• Developmental editor• Handles feedback to author• Coordinates outside judges of the work

• Copy editors• Problems in writing or length

• Design managers• Layout and cover design

Figure 9.5

How a Paperback’s Revenue Is Divided

Selling Books: Stores, Clubs, and Mail Order

• Bookstores: independents vs. chains• Chains: Barnes & Noble, Borders• Indies: 8% of market share in 2010

• Online bookstores• Amazon.com, leader of online sales• Barnes & Noble, bn.com, 1997

• Book clubs and mail order• Direct Brands, Inc.

What Bertelsmann Owns Books• Random House– Crown Publishing Group• Broadway Books• Clarkson Potter• Crown• Three Rivers Press– Knopf DoubledayPublishing Group• Alfred A. Knopf• Anchor Books• Doubleday• Everyman’s Library• Pantheon Books• Vintage– Random House

PublishingGroup• Ballantine Bantam Dell• Delacorte

• The Modern Library• Random House Trade• Villard Books– R H Audio PublishingGroup– Random House Children’sBooks– R H Information Group– R H International– R H Large Print• Direct Group (Book Clubs)– Der Club (Germany)– Círculo de Lectores(Spain)– France Loisirs (France)

Journalism• Gruner + Jahr

– G + J International

Media and Printing• Arvato– Mohn Media (pre-press,bookbinding)– Dynamic Graphic– Digital Services (DVDs,CDs)

Television/Radio• R TL Radio• R TL Television Group• FremantleMedia

Books and the Future of Democracy

• Literature from Uncle Tom’s Cabin to Silent Spring has had a positive influence on social change in America.

• A 2009 study showed that Americans are reading more again.

• Increasingly, the book industry is promoting new ideas and authors while trying to maintain commercial viability.

Source: Photo courtesy of the Carnegie Library of Pittsburgh