Amazon.com's Kindle: Publishing Industry's iPod?
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Themes: Strategy
Pub Date : 2009
Countries : US
Industry : Services
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Case Code : INA0111
Case Length : 25 Pages
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Structural Changes in Book Publishing Industry
Business of publishing saw many ups and downs over the centuries. Until the 19th century, the
structure of the publishing industry was simpler as it solely relied on the traditional publishing houses
(consisted of printers and booksellers). All the functions of publishing such as selecting, editing,
designing the material, arranging its production and distribution and bearing the financial risk was
borne by the traditional publishing house.
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Frequently the costs were borne, wholly or in part, by a patron of the author, who thus ensured that the book would reach its intended audience among the cultural and social elite of the day."12
The expanding market for books, however, resulted in the evolution of modern publishing houses
who replaced the traditional printers-booksellers. In the 19th century, many publishing houses such as
Harper Collins, Houghton Mifflin Harcourt, Macmillan, Doubleday, etc., came into being. These
publishing houses flourished due to the demand for all kinds of books ranging from novels, academics,
books for kids, etc. Published matter also constitutes both periodicals (newspapers, magazine and
articles) and non-periodicals (books).
With changing time, publishing evolved as a specialised function involving more critical aspects
such as selecting content, editing and finally approving the content for printing. Though, the process
of accepting the manuscript and editing is the same, publishing process became a bit sophisticated
with technological advancements. Because of the increasing complexities, publishing and book selling
became two different entities. Book houses solely handled the process of publishing and selling of
the published matter therefore became the activity of wholesale dealers, individuals and corporate retailers.
Many of the publishers thus obtained manuscripts from the authors, outsourced printing
services and finally distributed the printed versions to purchasers through shops, mail order or direct
sales and thereby benefitting from the vertical relations that existed among them.
11]First sociologist who tried to bring together structural functionalism and conflict theory.
12]Keh Hean Tat, "Evolution of the Book Publishing Industry Structural Changes and Strategic Implications", Journal of Management History, Volume 4, Issue 2, 1998, page 106