Books Lecture Thursday, October 25, 2012 8:32 AM

Intro: HABITS The average Canadian reader purchases three per month Readers who buy both paper and digital copies purchases 18 more books than the average reader (17 books per year) (Booknet)

Leisure reading 75% of Gen Y reads regularly for pleasure (pew 2012) • Improves your mood • Deep relaxation • Low key entertainment 3x more women reading than men for pleasure over all demographics • Leisure reading is gendered from childhood - Little girls enjoy playing with their picture books more than little boys.

When boys do read, they choose to read informational, humor, and graphic novels rather than fiction

Correlation between reading and higher education: Age 15 is a key literacy moment: Research indicates that if you read well by age 15, you are more likely to enroll in higher education institutions by the age of 21. Only half of literacy-deficient 15 year olds will end up in higher education

Reading online, on tablets e-reading: • 47% of 18-24 age group regularly reads long form content (such as books, magazine or newspaper articles) online (pew 2012) • Young children recalled less content from enhanced e-books than from unadorned digital versions of the same - enhanced versions are entertaining, not educational.

• Seniors read 3x faster on an iPad - Able to zoom in on the font to make it bigger - Screen's brighter - Change the contrast - Easier to scroll • Reading helps you age more successfully; less likely to get depression or dementia

BOOK TYPES Divided by Trade titles and Mass Market

Trade Titles → books you can find at the bookstore • 50% of Canadian sales are trade books - can be fiction/nonfiction, cook books, how-to, travel, biography, adult/children's books • More expensive Mass market → top 40 best sellers • Cheaper (around $10) • Smaller, • 20% of Canadian sales

Books Page 1 • 20% of Canadian sales • We sell more of them • Feature mass market blockbuster authors

Blockbuster authors A huge fan community that buys everything they write • Fund the production of the trade books • Titles that are made into movies • Books will be published in multiple languages [ex] Young adult blockbuster authors: J.R.R. Tolkien, J.K. Rowling, Suzanne Collins, Stephanie Meyer • Some blockbuster titles have established a digital IQ (the Dark Lord twitter account)

Romance fiction • The word of mouth surrounding praise for Fifty Shades of Grey has established the series as a romantic fiction phenomenon - More people feel comfortable reading this series from the privacy of their iPad • Harlequin Enterprises: a piece of Canadian history (created in Winnipeg, 1949), that follows the universal themes that appeal to a global market: love, sex, power - World's leading publisher of women's romance fiction - Classic narrative; fairytales for women - Exports 95% of what they produce, published in 26 languages - Publish >100 titles each month - "Entertain, enrich, desire" tagline - Pioneer producer of before tablets and were mainstream (you could purchase digital versions to read on your computer) • Romance novels have a very distinct narrative that they stick to - universal themes Cobranding: Harlequin partnered with Nascar

Young adult Different Blockbuster authors who know how to package adventure and fiction • Historically, "chick-lit" was popular (Gossip Girl variety) • New fascination with the supernatural changes this genre - more dark fantasy The Twilight Effect: The flood of vampire related stories into American pop culture in the late 2000s due to the adaptation of the vampire novels in the "Twilight" series into film form, where women of all ages fell in love with pale, melodramatic people who sparkle in the sunlight wilst not being able to act to save their lives - Urban Dictionary • Harlequin has begun producing a vampire/supernatural series • Geared towards teens Teens have begun to recognize their favourite authors as celebrities: We can share our thoughts with the people who write our favourite books through social media approachability

Comics, manga, graphic narratives Low cultural value - lowest form of formulaic fiction • Little or no value • Cause moral panics • Developed a self-policing code of conduct to avoid government censoring/external regulation and sale continuation Companies • Marvel comics was purchased by Disney (unexclusively), who is now producing films and theme park promotions centered around these characters - Marvel also sold the rights to their characters to other production companies, like Fox • DC comics

Graphic narratives and manga:

Books Page 2 Graphic narratives and manga: • Inspired in America by their success in Japanese culture since the 1920s • Most are geared towards males • Manga for women - the "Ginger Blossum" series from Harlequin publications • The Girl with the Dragon Tattoo is being converted into a manga series. - More imagery than text The target market is not young adults, but rather middle-aged women • Many graphic novels have been adapted into movies (V for Vendetta) • Graphic novels were established as educational resources with the title "Maus", a 1992 story about the impact of Nazism on Jewish culture during WWII - Appeals to a younger demographic; interesting read for students

Multimodal literacies → images and text coexist in an equally blended form • The ability to "read" images in an essential 21st century skill - we're a visual culture now • Linearity of narrative is not expected - potential cognitive workout • Different literacies work well with the rise of the graphic web • Attracts young boys to reading - useful classroom texts

Instant and celebrity books Autobiographies, rise to stardom story, biographies, memoir Instant Books: first on the stand • Fact-checking is not important • Instantaneity is the currency • Capitalize on newsworthy-ness of the moment

University press titles Mostly not in the business to be successful in the commercial marketplace • Won't see at Chapters/Indigo • Available online • Publishes professor's books

Reference books, encyclopedias → Referred to rather than read start to finish • Encyclopedias • Catalogs • Dictionaries Need to be updated to online versions in order to maintain their usability • Many encyclopedias went online-only in order to be able to constantly update their entries with changing times, and to enhance their ability to include multiple entries from a variety of sources • Wikipedia (2001): 23 million articles, 365 million readers, available in 285 languages - Studies show that Wikipedia has similar error rates to online print encyclopedias

Textbooks

BOOK SALES

Bestseller lists & book prizes How books are ranked on these lists determines how they will sell • Bestseller lists are compiled by industries, trade organizations, and newspapers

Awards (nominated or won) will increase readability traffic • Winning an award allows authors to change their covers to include their award sticker, which will attract an audience

Books Page 3 will attract an audience

Bookstores, retail chains: trysumers, being-spaces • Indigo controls 40% of domestic book sales - Has swept up smaller book chains • Your book needs to be featured in retail chains to be successful

Being Space → Space between work and home • Cafés • Being with other people while doing your own personal work • Half private/half social - encourage communication

Trysumers → Allow you to try out the book or magazine in their in-store cafés before you buy it • Allow you to have a sample of the product so that you will make the purchase

Independent & retailers Different landscape of books that are available to be purchased leads to a heightened discoverability of smaller, more obscure titles. • Not enough book traffic leads to closure of small book retailers - We have sentimental feelings about small bookstores, but we still tend to vote with our wallets: we want the immediacy and cheapness of the big box stores • Best chances at success if they niche themselves into genres

Mass-market retail/non traditional & department store Nontraditional Book retailers: • 30% of Canadian book market is sold in Big Box stores like Costco, Walmart and other department stores • Will only hold on to titles for a short period of time - small window for success before being sent back to the publisher • Prices are extremely low - changes our expectation of how much a book should sell for universally

Online bookstores • 35% growth in online book retail throughout 2011 now that we are more comfortable in using credit cards online • eBooks represent 16% of Canadian book market • Big box book retailers don't care if you buy books online or in paper copies

Amazon.com is at the forefront of selling more books than any other company due to their extensive inventory

International • 1.5 B annual Canadian book sales • 27.2 B in USA

Bandwagon Sales: 65% of sales are the top 10000 titles, 35% of sales are the remaining 400000 titles (long tail effect) • We read the same books at the same time based on Bestseller lists

Book clubs: mail order to online, and social book clubs Popular in rural areas who did not have an access to book stores A panel of literary experts choose the books for you: Oprah identifies books we should be reading (cultural and literary authority) through her online-only book club • Agenda-setting

Books Page 4 • Agenda-setting • Celebrity endorsement curates the literary sales • A book club establishes itself as a sound selector of good books and sells by means of its own prestige. Thus, the prestige of each new title need to be built up before becoming acceptable. • Expert-curation of good literary taste • Book clubs have become social networks - discussions through Twitter feeds and - It's convenient to gather everyone online rather than driving to a physical meeting destination - Specific to our niche of individual book tastes

[ex] HuffPost Book Club: social by design

Social reading People want to share what they have read with other people and receive feedback • E-Readers and iBooks encourage people to read through socialization and gamification - Frictionless sharing - Social word of mouth - Recommendation engine [ex] Kobo, GoodReads • You want a sense of community surrounding what you are reading • Starts conversations • Social proximities - connected to something bigger than yourself • Helps a book become more memorable/valuable - Gateway to membership in a social community

Books become a social platform • You can highlight a passage and post it to your wall to share with your friends • You can also see annotations of everyone else who has read the book

MEDIA CONVERGENCE

Audiobooks • 11% people over age 16 listened to an last year - Listen at the gym - Long car rides while you're driving - To fall asleep - Reading a book for school is less painful • Appeal to generation Y BookTrack application • You can get a soundtrack for your book • synched with the page that you're on • Emmersified experience to celebrate the imagery of the author's texts with matching audio • Senses your reading speed and audio will match • Sensory experience will heighten your engagement with a book

Book trailers • Increasingly high production book trailers • Effective to their respective target markets • Successful if they are intriguing without giving the whole plot away, graphically appealing, emotionally captivating, memorable, relatable, and/or innovative eBooks, eReaders, DRM move digital

Books Page 5 Libraries move digital • Lighter • Convenience/painless • They don't go out of stock - always available • Sell them at cost - not making money from the product, but the advertisement in the app/on the website • eBooks are the #1 preferred version across all categories of books - says that they sold more eBooks than print copies of each title

We prefer paper copies because: • They are a more personal experience • Nostalgic • If your crashes, you lose them • Different consuming feel

The number of adults owning digital reading devices jumped 10% over the holidays in December 2011, raising the statistic to indicate that approximately 30% of adults have a tablet or eReader • More and more people are curious about/trying out digital reading • The top sales window for eBooks is 8:30 - 11pm (Kobo) • "We want to make money when people use our devices, not when people buy our devices… we sell the hardware at cost" - Amazon CEO, Jeff Bezos • eReaders owners say they are reading 4x more now than they did before - We don't stop buying print copies, we indulge in both purchases

Digital Rights Management: • More difficult to share books with friends through pass along readership • Interfere with the development of literacy in our culture - the digital divide will be widened by the fact that it is not as easy to share books with people - If the book industry is digitized, online versions may not be accessible by demographics who cannot afford the hardware eTextbooks Hardcopy vs. Online subscriptions • Less than 1% of film 240 chose the eBook only option (44/1200)

Apple is reinventing textbooks so they can be more customized • Interactive • Audio and video features • Adoption relies on a mass of students having

Smartbooks → furnished learning analytics • The future of is learning software and analytics and feedback and rich technology - Gives professors information about how many of their students have read, how much time is spent with the text, how many people completed the end quiz • Easier course customization by professors

Hollywoodization of books • Synergy: Migration of books to the screen • Books that don't win literary awards can be Oscar-worthy movies • Kids books being converted to movies can be successful across multiple demographics, because many adults are nostalgic for their favourite childhood reads

Fandom & fidelity: hypercommercialism, subsidiary rights/merch

Books Page 6 Fandom & fidelity: hypercommercialism, subsidiary rights/merch [ex] Twilight perfume, bags, etc - Merchandise overload

Chick lit to chick flicks Typically romantic comedies that follow similar plot lines about emotional young women navigating through unique situations [ex] the Lucky One, Something Borrowed, He's Just Not That Into You, Bridget Jones Diary

Graphic narrative cinematic adaptations • Complex plots • A-list actors and directors • Impressive special effects • High budgets - appeal to gamer generation • Moral panic: graphic content such as sex, violence, and other mature themes

Books Page 7 Books Monday, December 03, 2012 6:45 PM Introduction Pg. 287-288 • Throughout the 1900s, the combination of bookstores with espresso cafés and comfortable seating arrangements propelled the success of the book industry, including successful small, independent establishments. • Amazon.com (after its 1995 debut) grew steadily to represent 1/5 of all consumer book sales due to its extensive and low prices • Amazon digitally reinvented the book industry in 2007 with its introduction of the Kindle - Readers could download electronic books wirelessly from the Amazon bookstore - To encourage the adoption of the Kindle, Amazon dramatically reduced the cost of e-books in order to effectively compete with much more expensive book prices, but this new business model was criticized for being unsustainable and non-profitable • The release of the iPad encouraged the development of the online book industry, forcing publishers and retailers (such as Amazon or the Apple iBookstore) to negotiate a pricing system that would accurately represent the reduction in production costs while still fairly compensating authors and publishers. - The Agency pricing system → Publishers would set the prices for e-books (initially in the 12.99 - 14.99 range) and release them on the same day as printed books. As agents for the publishers, retailers would keep 30% of the book revenue, while the remaining 70% would go to the publisher. • Amazon now sells more e-books than print books

The introduction of the eBook has reinvented our expectations of the book industry, including: • Our understanding of what a book is (ink and paper to digital adaptations) • Acceptable price (range is lower) • The role of the publisher The business that brings - Established authors are making deals directly with online companies together authors and to release eBooks without the publisher middleman readers is undergoing - Decline of publishers results in a decline in unknown author enormous change discoverability; there's no growth to the book industry • Our perception of what a bookstore is

Types of Books Pg. 295-302 Categories were established by publishers and trade organizations (such as Association of American Publishers) based upon economic and structural differences.

Sales figures for book types: Estimated US Book Revenue 2010

Books Page 8 TRADE BOOKS → The most visible book industry segment, featuring hardbound and paperback books aimed at general readers. Sold at bookstores and other retail outlets. Distinguishes among adult trade, juvenile trade, and comics/graphic novels 1) Adult trade: hardbound and paperback fiction, current nonfiction, biographies, literary classics, books on hobbies/art/travel, popular science, technology/computer publications, self-help books, cookbooks 2) Juvenile Trade: preschool picture books, young adult or young reader books [ex] Dr. Seuss, Harry Potter series 3) Comics/Graphic Novels: Long-form stories with frame-by-frame drawings and dialogue • Appeal to both youth or adult/male or female demographics • In 2006, graphic novel sales surpassed comic books • Many movies have been inspired by comics (focus on warriors and superheroes) and graphic novels

PROFESSIONAL BOOKS → Technical books that target various occupational groups and are not intended for the general consumer market • Subdivided into the major areas of law, business, medicine, and technical-scientific works • Sold through mail order, the Internet, or sales representatives • Readers intend to develop their skills in their specialized professions

TEXTBOOKS → Books which target the "el-hi" (elementary and highschool) and college markets. They serve to improve literacy rates and public education. The success of textbooks throughout history correlates with the amount of individuals who had the opportunity to obtain an education (The demographic of the "student" has changed over time) • Elementary school textbooks thrived throughout the nineteenth century, while college textbooks didn't mainstream until the 1950s when the GI Bill enabled middle-class men to attend college upon returning from WWII. • The demand for textbooks accelerated further through the 1960s as educational opportunities for women and minorities expanded.

Textbooks are subdivided into el-hi texts, college texts, and vocational texts • Local school districts or statewide adoption policies determine which el-hi textbooks are appropriate for their students - If an individual school chooses to use books other than those mandated, they are not reimbursed by the state for their purchases. - This system prevents individual institutions from being able to address the specific educational needs and problems of their students

Books Page 9 problems of their students • College texts are paid for by individual students - Many students have a self-established system of trading, reselling, or renting textbooks, or have turned to online editions in order to avoid the high prices set by college bookstores.

Breakdown of a college retail textbook price: 77.4% - textbook wholesale cost: publisher's paper, , editorial, general and administrative costs, marketing costs, publisher's income, author's income 10.7% - College Store Personnel: Store employee salaries and benefits to handle ordering, receiving, pricing, shelving, cashiers, customer service, refund desk, and sending extra textbooks back to the publisher 7.2% College Store Operations: Insurance, utilities, building and equipment rent and maintenance, accounting and data processing charges and other overhead paid by college stores 3.7% - College Store Income 1% - Freight Expense: The cost of getting books from the publisher's warehouse or bindery to the college store

MASS MARKET PAPERBACKS → low priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores • Generally the work of blockbuster authors • Generate less revenue than trade books because they are low priced (under $10) • Declining sales in recent years because bookstore chains prefer to display and promote the more expensive trade paperback and hardbound books, and eBooks are becoming more popular for travelers.

Paperback Popularity: • Paperbacks became popular in the 1870s with middle and working class readers, a phenomenon which sparked fear and outrage among people in upper classes who thought that reading cheap westerns and crime novels might ruin civilization (moral panic). • Popularity peaked in 1939 with the Establishment of Pocket Books, a company founded by Robert de Graff that dramatically lowered the standard book price by cutting bookstore discounts, the book distributor's share, and author royalty rates.

Instant Book → A marketing strategy that involves publishing a topical book quickly after a major event occurs. • Enable to industry to compete with newspapers and magazines • Accused of circulating shoddy writing, exploiting tragedies, and avoiding in-depth analysis and historical perspective

RELIGIOUS BOOKS • The bible is the bestselling book of all time • The sale of religious titles is responsive to current events - Sales soared after WWII due to economic growth and the demand for a sense of peace and security - The Civil Rights struggle, the Vietnam War, the sexual revolution, and the youth rebellion against authority led to declines in formal church membership and a drop in national sales of religious books - Many religious-book publishers have expanded their collections to include topics such as war and peace, race, poverty, gender, and civic responsibility - Have been declining since a year of record sales in 2004

REFERENCE BOOKS → Dictionaries, encyclopedias, atlases, almanacs, and other reference manuals related to particular professions or trades, such as legal casebooks and medical manuals. Encyclopedias • The idea of developing encyclopedic writings to document the extent of human knowledge is attributed to Aristotle • It wasn't until the early 1700s that encyclopedia content was organized in alphabetical order and written from information enclosed in expert essays [ex] Encyclopaedia Britannica - the oldest English-language encyclopedia still in production • Many encyclopedias have gone digital, since most young researchers rely on search engines or online resources

Books Page 10 • Many encyclopedias have gone digital, since most young researchers rely on search engines or online resources like Wikipedia to find information. Dictionaries • The earliest dictionaries were produced by ancient scholars attempting to document specialized and rare words. • Dictionaries have moved mostly to online formats since the 1990s, and they struggle to compete with free online or built-in-word-processing software dictionaries (spell check).

UNIVERSITY PRESS BOOKS → The smallest segment of the book industry that publishes scholarly books in specialized areas for readers interested in intellectual areas such as literary theory and criticism, history of art movements, contemporary philosophy, and the like. • University presses can be subsidized by their university, so there is rarely pressure for authors to produce commercially viable books • The lack of large marketing budgets limits the audience that these books can reach

Case Study: Comics Pg. 298-299 • Comic books are an integration of print and visual culture. • The industry is dominated by two publishers, Marvel and DC, who have produced stories about marketable superhero characters for the last 30 years. • Superman was the first superhero introduced in 1938, followed by Batman in 1941 • After the second world war, society craved a new kind of comic with narratives that exceeded the moral ambiguity of the superhero genre - Crime and horror comics became popular • Comics became increasingly graphic and lurid as they tried to compete with other mass media - Led to a moral panic about their effects on society - In 1954, the Comics Magazine Association of America adopted a code of acceptable conduct for publishers of comic books - This code kept the government from legislating its own code or restricting the sale of comic books to minors. • Superhero comics regained their dominance in the 1960s • During the 60s, publishes featured more explicit sexual, violent, and drug themes, alternative comics that were sold underground through record stores, local bookstores, and comic-book shops. • Comic book stores mainstreamed in the 1970s to achieve a direct sales method which enabled comics to approach adult content • Industry peaked in 1993 • The rights to comic book characters have since been purchased by production companies who use the characters to inspire successful movies and television series • Comics flexibility is demonstrated in Maus, a graphic novel about a man's relationship with his father, who was a Holocaust survivor • Companies like Marvel and DC have reached agreements with other publishers such as Random House and Amazon so they can expand their audience

Influences of Television and Film Pg. 302-303 There are two major divisions in the relationship amongst books, television, and film: 1) how TV can help sell books • TV exposure can encourage the sale of books by or about celebrities • Oprah's Book Club was an influential force in book promotion 2) how books serve as ideas for TV shows and movies • The film industry gets many of its story ideas from books, which results in enormous movie rights revenues for the book industry and its authors • Books have also inspired popular television programs (Pretty Little Liars and Gossip Girl) - Television series can boost the sales of the original books as well

Audio Books

Books Page 11 Audio Books Pg. 303 From the merge of sound recording with publishing came , which feature actors or authors reading abridged versions of popular fiction and nonfiction trade books. • Popular with the blind community and regular readers who do a lot of driving or who want to listen to a book while doing something else, like exercising • Available on the Internet for downloading to iPods and other portable devices

Convergence: Books in the Digital Age Pg. 303-304 PRINT BOOKS MOVE ONLINE • The first "eBook" was a typed-up digital version of the Declaration of Independence (1971) • Early portable devices that emerged in the 1990s offered little cost advantage to a reader, and were criticized for being too heavy, too expensive, or too difficult to read • Amazon's introduction of the Kindle reinvented the idea of the eBook, as it was a convenient and cost effective alternative to earlier portable reading devices • The portable reading device market has since expanded to include smartphones (achievable through wireless apps) and the Apple iPad, which immediately outsold the Kindle and influenced other e-reader companies to lower their prices in order to remain competitive. • By 2011, e-books became the best-selling book format in the United States (in terms of revenue), accounting for 11% of all books sold. - Projections predict this figure to jump to 50% by 2015

THE FUTURE OF E-BOOKS The future of eBooks presents opportunities to reinvent the mainstream idea of what a book can be to include embedded video, hyperlinks, and dynamic content • Textbooks may be re-established so that professors can reorganize, add, or delete content of an e-textbook to tailor it to the needs of a specific class • Children's books are more interactive, and developments that use the device's motion and touchscreen technologies have changed the reading experience The development of the eBook has demonstrated how digital technology can help the oldest mass medium adapt and survive. Distributors, publishers, and bookstores also use digital technology to print books on demand, reviving books that would otherwise go out of print and avoiding the inconveniences of carrying unsold books.

Preserving and Digitizing Books Pg. 304-305 Many libraries who are concerned with losing valuable collections that were documented on acid-paper (which gradually deteriorates) have established techniques to preserve these texts: • Photocopying original books onto acid-free paper and treatment of the originals to prevent further wear • Digital imaging

The Structure of Book Publishing Pg. 309-310 • Publishing houses differ based on size; - small publishing houses may have a staff of a few to twenty people, whereas larger houses may have specific divisions for acquisitions/development, copyediting, design, production, marketing/sales, and administration/business. • Most publishing houses contract independent printers to produce their books • Many publishers employ acquisition editors → seek out and sign authors to contracts - Discover talented authors through book agents or by reading unsolicited manuscripts - May match a known writer to a project (such as a celebrity biography) - Handle subsidiary rights → Selling the rights to a book for use in other media, such as a mass market paperback or as the basis for a screenplay.

Books Page 12 paperback or as the basis for a screenplay. • Sometimes writers will receive advance money, an early payment that is subtracted from royalties earned from book sales (royalties are between 5 and 15% of the net price of the book) • After a contract is signed, the acquisitions editor may turn the book over to a developmental editor → provides the author with feedback, makes suggestions for improvements, and, in educational publishing, obtains advice from knowledgeable members of the academic community - If a book is illustrated, editors select photographs and pieces of art for the production staff to insert into the publication • Copy editors → attend to problems in writing or length • Design Managers → Work on the look of the book, making decisions about type style, paper, cover design, and layout MARKETING AND SALES • Decisions regarding how many copies to print, how to reach potential readers, and costs for promotion and advertising • May send advance copies to newspapers or magazines in hopes of receiving favorable reviews that can be used in promotional material • Trade book promotion tours include author book signings, talk show appearances, and radio interviews • College textbook firms contact instructors through direct-mail brochures or sales representatives assigned to geographic regions • Trade houses will purchase eye-level shelf space or distribute large boxes to display a book in bulk quantity in order to promote sales • Publishers can buy ad space in newspapers and magazines, and on buses, billboards, television, radio and the web to generate interest in a new book.

Selling Books: Stores, Clubs, and Mail Order Pg. 310-313 It is difficult to predict the demand of a novel before shipping copies to commercial outlets and college bookstores - publishers don't want to be caught short if a book becomes more popular than originally predicted or get stuck with books it cannot sell. • Mass merchandisers return up to 40% of the books they ordered from the publisher for credit

BOOKSTORES Include traditional bookstores, department stores, drugstores, used-book stores, and toy stores • Book sales are dominated by the Barnes and Noble chain • The development of book superstores (Barnes and Noble, Chapters, etc.) in the 1980s reinvigorated the book business - A typical Barnes and Noble superstore stocks up to 200,000 titles - As superstores expanded, they began to sell recorded music and feature coffee shops and live performances - Book chains have peaked in growth, as online bookstores and eBooks pull customers away from brick and mortar stores • Independent bookstores and superstore chains are being squeezed out of existence by online and eBook sales, big discount retailers (like Costco), and specialty retailers like Anthropologie and Urban Outfitters that sell "lifestyle" books.

ONLINE BOOKSTORES • Pioneered by Jeff Bezos, the founder of Amazon.com, who launched his new online book distribution system in the 1995. • Amazon.com controls nearly 20% of consumer book sales, a strength which lies in their convenience, low prices, and extensive inventory which includes backlist titles and the works of less famous authors that may not be available at the superstores. • The interactive organization of online bookstores attracts customers - Drawn to the ability to post their own book reviews, read those of fellow customers, and receive book recommendations based on book searches and past purchases. • Indiebound.org is an online social network created by the American Bestseller Association that encourages book

Books Page 13 • Indiebound.org is an online social network created by the American Bestseller Association that encourages book discussion and emphasizes localism by advocating shopping at local independent stores.

BOOK CLUBS Entice members with offers (such as five free titles with membership), and require regular purchases from a selected list. • Book-of-the-Month club and the Literary Guild both started in 1926, introducing the idea of a book club. • Using popular authors and literary experts to recommend new books, they were immediately popular • Served as personal editors for their customers, screening titles to provide a curated list of exceptional reads for each genre • Decline in popularity since the 1980s • Today, 20 remaining bookclubs (including the BOMC and the Literary Guild) are consolidated by a single company, Direct Brands, Inc., which also owns DVD and music clubs.

MAIL ORDER BOOK SELLING Market specialized titles directly to readers, and is used primarily by trade, professional, and university press publishers. • Notify customers about new book titles • Sustain sales through direct-mail flyers and other advertising • Exclusivity established because most are only available through mail • More costly, but appealing to customers who prefer to avoid the hassle of shopping, or to those who prefer the privacy of mail order

Alternative Voices Pg. 313-314 • There is a suggestion of undermining book superstores by making books freely available to anyone - Public libraries create learning opportunities for citizens • Newspages.com is trying to bring together a vast array of alternative and university presses, independent bookstores, and guides to literary and alternative magazines. • Because eBook publishing and distribution is inexpensive, e-publishing has enabled authors to sidestep traditional publishers - There are many online outlets that encourage authors to self-publish by charging a very small price for their design and distribution services [ex] Xlibris, iUniverse, BookSurge, and AuthorSolutions - Sales are typically low, but low production rates and lack of middleman publisher results in a higher author royalty rate and low retail prices for readers. - It's possible for self-published authors to make the Bestseller list • Some traditional publishers are considering the straight-to-e-book route themselves. Little, Brown & Company released Pete Hamill’s They Are Us in digital format only.

Books Page 14 Books Quiz Wednesday, December 05, 2012 5:44 PM 1) Despite their low cost, mass market paperbacks represent the smallest segment of the industry in terms of units sold. Falsee

2) According to your textbook, many movies have been inspired by comics and graphic novels because ______. A. comic book movies are cheaper to produce B. comics and graphic novels have strong stories and visual narratives C. studios don't need to pay to acquire the rights to comics and graphic novels D. the movie industry wants to appeal to an older, more literary audience E. All of the options are correct.

3) Pocket Books revolutionized the paperback industry by ______. A. raising the quality of the books by using better paper B. making the pages and the font bigger C. stapling rather than gluing the binding D. cutting the standard book price to twenty-five cents E. selling books online

4) An instant book is ______. A. a topical book that is published quickly after a major event B. a book that is short and easy to read very quickly C. a book that is heavily marketed and instantly becomes a best seller D. a religious book that causes the reader to convert E. an e-book that is delivered to a device instantly

5) Numerous books became best sellers after their authors appeared on ______. A. Inside B. Home Improvement C. Oprah D. C-SPAN's Booknotes program E. 20/20

6) What are two major facets of the relationship between books and television? A. The ability of book authors to become TV stars and TV stars to write books B. That TV can help sell books and that books serve as ideas for TV shows C. That books need to be advertised on television and TV shows need to be talked about in books in order for either industry to be profitable D. That television shows often give authors ideas for books but books are never a source of inspiration for TV shows E. None of the options is correct.

7) Game of Thrones, Dexter, Gossip Girl, Pretty Little Liars, and Friday Night Lights are all examples of ______. A. successful movies that were turned into popular books that then helped to repromote the films B. successful books that were all turned into blockbuster movies C. television programs that inspired books that also become popular, which in turn boosted ratings for the television shows D. popular books that were turned into television series, which in turn made the books even more popular

Books Page 15 even more popular E. television programs getting ideas from books and then hurting book sales because everyone watched the shows instead of reading the books

8) Which of the following is true about the relationship between the movie and publishing industries? A. The film industry rarely turns to the publishing industry for ideas because books are seen as an outdated mode of communication. B. Publishers and authors are often cheated out of huge movie rights revenues for film adaptations of novels. C. The film industry will adapt graphic novels or comic books, but not fiction or nonfiction. D. Publishers pay movie studios huge amounts of money to have their books adapted into movies. E. None of the options is correct.

9) ______made one of the first portable electronic reading devices. A. Sony B. Amazon C. Apple D. Barnes & Noble E. Borders

10) According to the textbook, which of the following statements is most likely true about the future of e-books? A. The sales of e-books will probably level off at 5 percent of U.S. book sales. B. The sales of e-books will likely drop as the fad passes. C. Over half of all U.S. book sales will be e-books by 2012. D. Over half of all U.S. book sales will be e-books by 2015. E. Publishers will probably stop producing print books by 2012.

11) Which of the following statements about e-books is false? A. E-books became the best-selling book format in 2011. B. There is now a New York Times e-book best-seller list. C. Apple's iPod, iPad, and iPhone devices are so successful other competitors are backing away from the e-book business. D. Several companies, including Apple, Amazon, Barnes & Noble, and Google, are competing for shares of the e-book market. E. All of the statements are false.

12. The Harry Potter series gave an enormous boost to the juvenile books segment of the trade industry. True

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