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 cont...
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In the normal course, large publishers such as MacMillan, etc., had their own sales force for selling books. Published matter moved from the publisher to bookseller through wholesale distributors. By the onset of 20th century, large chain stores and book clubs dominated the book selling segment. These stores charged large discounts from the publishers and in the course small book stores lost their identity. Nevertheless, this entire scenario started changing by the advent of the 20th century. Impact of Technology on PublishingDuring the 20th century, publishing industry saw a sea change in terms of technological advancements and became much more sophisticated during the era of industrial revolution. In the late 1930s and early 1940s, a new printing model known as Platen Printing Press capable of printing 2,500-3,000 copies per hour was invented. In 1970s, the role of computers in typesetting13 enhanced the process. |
Many other inventions such as lithography, offset printing, desktop publishing, electronic publishing, computer printer, composing stick, etc., changed the scope of printing thereby the publishing.
Technology changed the way of book writing, editing, printing, binding and distributing. Unlike
manual writing, technology made the authors work easy as they began using PCs to save their
work. Technology improved the readability and professionalism of the manuscripts. Manuscripts
being available as soft copies enabled the editorial staff at the publishing firms to easily edit them
using a floppy disk. Much significant impact was felt on the publishing firms with the introduction
of CD-ROM (Compact Disc-Read Only Memory). In the year 1993 alone, the installation of the
CD-ROM machines by the publishers grew to 4.5 million units, and it was projected that the
demand would reach 10 million by 1995.14
In 1993, CD-ROM titles of about 62 publishers reported sales of $202 million (from 8 million
discs).15 Most of the publishers adapted to the changing technology especially CD-ROM though
few of the publishers gradually accepted them. "For instance, at Penguin USA, the subsidiary rights
department began fielding so many calls from CD-ROM specialty companies looking to license
Penguin's books for their projects that it finally spun-off an electronic publishing department of its
own."16 Many significant trends that threatened the existence of publishing industry also evolved
during this period. Although in circulation since 1950s, audio books gained prominence only in the
1990s contributing to the shift in consumer demand and thus affecting the publishing industry.
13]Typesetting involves the presentation of textual material in graphic form on paper or some other medium. Before the advent of desktoppublishing, typesetting of printed material was produced in print shops by compositors or typesetters working by hand, and later with machines.
14]"Evolution of the Book Publishing Industry Structural Changes and Strategic Implications", op.cit., page 111
15]Ibid.
16]Ibid.