Description

This book explores the managerial, marketing, economic, operational, and financial strategies that have enabled trade publishing to confront many macroeconomic and technological changes so far in the 21st century in a far more efficient way than many other creative industries, such as the newspaper industry.

Despite these unsettling changes and business threats, the book industry maintained a sense of "continuity." No major trade book publishing house has gone bankrupt, due in some measure to a wave of mergers and acquisitions. Publishers have also succeeded by discovering and publishing new authors, many in demographic groups that have long been marginalized, such as women, African-Americans, Hispanic-Americans, and Asian-Americans.

This work discusses the complex disruptive challenges trade book publishing confronted after 2000, especially after the wide acceptance of the internet and the launch of Amazon.com. It will provide a series of managerial, marketing, financial, copyright, information technology suggestions the industry should consider as it continues to face a myriad of challenges and opportunities. It will appeal to researchers interested in understanding the business aspects of an industry that has been forced to evolve in order to survive, and in some cases, thrive.