chapter 2 books. importance of books n books in human history –johannes gutenberg »movable type n...

Chapter 2Chapter 2

BOOKSBOOKS

Importance of Importance of BooksBooks

Books in Human Books in Human HistoryHistory–Johannes GutenbergJohannes Gutenberg»Movable TypeMovable Type

Books in National Books in National DevelopmentDevelopment–Cambridge PressCambridge Press–HarvardHarvard–William Holmes William Holmes

McGuffeyMcGuffey

Importance of Importance of BooksBooks

Although people are Although people are more in touch with more in touch with other mass media other mass media day to day, books day to day, books

are the heart of are the heart of creating American creating American

culture and passing culture and passing it on to new it on to new generations.generations.

Defining the Book Defining the Book BusinessBusiness

Trade BooksTrade Books

–general interestgeneral interest

TextbooksTextbooks

–SchoolsSchools

–Reference BooksReference Books

Innovations in Innovations in BooksBooks

PaperbacksPaperbacks–Allen Lane, Allen Lane, 19351935»Penguin BooksPenguin Books

–Robert de Robert de Graff, 1939Graff, 1939»Pocket BooksPocket Books

Innovations in Innovations in BooksBooks

““The paperback The paperback democratized democratized

reading in reading in America.”America.”

Kenneth DavisKenneth Davis

Innovations in Innovations in BooksBooks

Electronic BooksElectronic Books–Bookstore Bookstore DownloadsDownloads–Personal Personal DownloadsDownloads–Project Project GutenbergGutenberg

Book MarketingBook Marketing

BookstoresBookstores–IndependentsIndependents

–Mall StoresMall Stores

–SuperstoresSuperstores

Direct MarketingDirect Marketing

Book MarketingBook Marketing

BookstoresBookstores

–IndependentsIndependents

–Mall StoresMall Stores

–SuperstoresSuperstores

Book MarketingBook Marketing

Direct MarketingDirect Marketing

–Book ClubsBook Clubs

–Web ShoppingWeb Shopping

–Direct MailDirect Mail

Commercial Commercial SuccessSuccess

Best-SellersBest-Sellers

Best-Seller ListsBest-Seller Lists

Mass MarketingMass Marketing

Subsidiary Subsidiary

RightsRights

Mass-Marketing Mass-Marketing DebateDebate

Blockbuster Blockbuster

AuthorsAuthors

Populist versus Populist versus

Elitist ViewsElitist Views

Book PublishersBook Publishers

Major HousesMajor Houses

Small PressesSmall Presses

Vanity PressesVanity Presses

U.S. Government U.S. Government

Printing OfficePrinting Office

Chapter 2Chapter 2

BOOKSBOOKS

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