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