After studying this chapter, you will be able to:

1. Discuss the development of the book from earliest pictograph to mass-produced publication.

2. Describe two major cultural changes that took place with the development of the type mold and printing press.

3. Explain the functions of each of the three major players in the book publishing and distribution business.

4. Discuss the tension between “popular” books and “great” books.

5. Describe three ways in which the long tail is transforming the book business.