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Diffusion of Innovations Theory Applied: the Adoption of Digital On-Demand Technology by Book Publishers and Printers

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Diffusion of Innovations Theory Applied: the Adoption of Digital On-Demand Technology by Book Publishers and Printers University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Masters Theses Graduate School 5-1999 Diffusion of Innovations Theory Applied: The Adoption of Digital On-Demand Technology by Book Publishers and Printers Jill Cohen Walker University of Tennessee - Knoxville Follow this and additional works at: https://trace.tennessee.edu/utk_gradthes Part of the Communication Commons Recommended Citation Walker, Jill Cohen, "Diffusion of Innovations Theory Applied: The Adoption of Digital On-Demand Technology by Book Publishers and Printers. " Master's Thesis, University of Tennessee, 1999. https://trace.tennessee.edu/utk_gradthes/1926 This Thesis is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Masters Theses by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a thesis written by Jill Cohen Walker entitled "Diffusion of Innovations Theory Applied: The Adoption of Digital On-Demand Technology by Book Publishers and Printers." I have examined the final electronic copy of this thesis for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Master of Science, with a major in Communication. Jeffrey S. Wilkinson, Major Professor We have read this thesis and recommend its acceptance: J.A. Crook, H. H. Howard Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) To the Graduate Council: I am submitting herewith a thesis written by Jill Cohen Walker entitled, “Diffusion of Innovations Theory Applied: The Adoption of Digital On-Demand Technology by Book Publishers and Printers.” I have examined the final copy of this thesis for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Master of Science, with a major in Communications. Jeffrey S. Wilkinson, Major Professor We have read this thesis and recommend its acceptance: J.A. Crook H. H. Howard Accepted for the Council: Dr. C. W. Minkel Associate Vice Chancellor and Dean of The Graduate School (Original signatures are on file in the Graduate Admissions and Records Office.) DIFFUSION OF INNOVATIONS THEORY APPLIED: THE ADOPTION OF DIGITAL ON-DEMAND TECHNOLOGY BY BOOK PUBLISHERS AND PRINTERS A Thesis Presented for the Master of Science Degree The University of Tennessee Jill Cohen Walker May 1999 Copyright © Jill Cohen Walker, 1999 All rights reserved ii DEDICATION This thesis is dedicated to my children Ian and Stephanie Cohen who always came through for me; Rob McAllister and Noel Ward who introduced me to the world of technical writing and believed in my abilities; and the eight companies who so willingly participated in this study iii ACKNOWLEDGMENTS I am grateful to my Thesis Committee, Jeff Wilkinson, Jim Crook and Herb Howard, for allowing to me engage in this study. Their support and belief in my ability to research and write about a complex subject in a short amount of time is most appreciated. Jeff Wilkinson has earned my utmost respect for being a true educator—one who knows that some students can and often do think “outside the box.” I am also grateful that he listened to me ramble on about digital on-demand printing technology, believed in this study and defines books the way I do—as the first mass medium, the first Internet, and a priceless part of the world in which we live. It is also important to thank some colleagues for their unwavering support. Rob McAllister and Noel Ward trusted me to write and edit chapters of a book and magazine articles about technologies that were initially foreign to me. This study is the fruit of that trust. May the Lord bless and keep my special online friends in “His Zoo,” with special thanks to Frannie, Marlene, Tina, Rusty, Cathy and my cyberson, Jack for their love and prayers. My dear friend Judy King listened through many phone calls and provided priceless support. Cathy Larsh offered friendship and qualitative research support. My neighbor and dear friend, Rita Aurelio, provided a soft chair and a mom’s heart when I needed a break. A most important thanks goes to Sherry Morrel for her friendship over the years, especially when the future looked dim in 1992. Lastly, without the help and encouragement of my children, Ian and Stephanie, this study would not have been completed. iv ABSTRACT Desktop publishing rose in popularity during the late 1980s, allowing whole documents—books, journals, reports, etc.—to be created on computers. The printing industry had to develop compatible technology to accommodate the changes in document creation. In response to desktop publishing, digital printing appeared in 1990 with the invention of computer-to-plate technology. In its earliest days, it was limited to specific commercial applications such as check and business-form printing. An amalgam of several technologies, digital printing has evolved and on-demand printing has matured into a book-printing technology that starts with the creation of a document and ends with the shipping of the final product. Digital on-demand technology is especially applicable to the printing of non-fiction, educational, reference and scholarly books—books with a limited or small audience—and out-of-print books. With the development and application of digital prepress and on- demand printing, publishers are no longer forced to print hundreds of thousands of books in one run—many of which are heavily discounted, returned and recycled. Small presses can prosper and expand by adding new authors to their lists of books in print. Digital on-demand printing opens a new future for books, which were the first media—a link that people in most cultures had to other cultures—and ensures that they will not be rendered obsolete by the digital and electronic media. This study used an interview inquiry tool to acquire information regar- ding technology acquisition choices made by six representative printers and publishers. Designed around the components of diffusion of innova- tions theory as propounded by Everett M. Rogers, it goes beyond the v the traditional answers—economics and status—and ferrets out the deeper issues and motivations involved in the adoption of new technology. Responses to interview questions also provided insight into the media methods used for disseminating information about new technologies to selected book publishers, printers and publisher-printers. This aspect of the study focused on the role of trade magazines as sources of information through articles, marketing campaigns and advertising. vi TABLE OF CONTENTS CHAPTER PAGE I. INTRODUCTION . 1 Introduction to the Problem . 1 Purpose of the Study . 3 Method of Study . 4 Research Questions . 6 II. LITERATURE REVIEW . 8 Book Publishing . 8 Publishing and Digital On-Demand Printing . 13 Digital On-Demand Printing Defined . 14 Digital On-Demand Printing of Books . 15 Diffusion of Innovations Theory . 20 Elements of Diffusion of Innovations Theory . 23 Adoption or Rejection . 30 Rate of Adoption . 33 Consequences of Adoption or Rejection . 34 Reinvention of Technology . 44 The Role of Trade Magazines . 46 Research Questions . 54 III. METHOD . 60 Qualitative Research . 60 Qualitative Research and Categorization . 63 Description of Participating Subjects . 64 Selection of Subjects . 64 Interviews . 65 The Interview Instrument . 67 Case Studies and Comparisons . 71 IV. RESULTS . 75 Introduction . 75 Research Question Number One . 82 Research Question Number Two . 84 Research Question Number Three . 91 Research Question Number Four . 96 Research Question Number Five . 98 Post Hoc Analysis . 100 vii CHAPTER PAGE V. DISCUSSION . 102 Introduction . 102 Implications of the Study . 102 Limitations . 116 Future Study . 116 REFERENCES . 118 APPENDICES . 124 Appendix A: Interview Instrument . 125 Appendix B: Interviews . 127 Appendix C: Additional Interviews . 149 Appendix D: Glossary of Terms . 157 VITA . 160 viii LIST OF FIGURES FIGURE PAGE 1. The flow of a digital book file from its creation through the 1) traditional computer to imagesetter; 2) computer-to-plate; 3) computer to digital offset press; and 4) computer to digital on-demand press . 16 2. The decision-making process of diffusion of innovations theory in relation to interview instrument questions and thesis research questions . 56 3. Innovation characteristics that affect the rate of technology adoption in relation to interview instrument questions and thesis research questions . 57 4. The consequences component of diffusion of innovations theory in relation to interview instrument questions and thesis research questions . 58 5. The seven steps taken by change agents and the relationship of those steps to interview instrument questions and thesis research questions (Rogers, 1995, p.p. 336-337) . 59 6. Companies that participated in the study . 64 7. Profile: Cathedral Publishing . 76 8. Profile: McGraw-Hill, Inc./Primus Custom and Database Publishing . 77 9. Profile: Edward Brothers, Inc. 78 10. Profile: R. R. Donnelley & Sons . 79 11. Profile: Black Classic Press and BCP Printing . 80 12. Profile: Simon & Schuster/Demand Production Center . 81 13. Profile: Lightening Print, Inc. 150 14. Profile: Thomson-Shore . 150 ix Chapter I Introduction Introduction to the Problem As both an art and
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