Learning Objectives

After studying this chapter, you will be able to:

  • Discuss the development of the book from earliest pictograph to mass-produced publication.
  • Describe two major cultural changes that took place with the development of the typemold and printing press.
  • Explain the functions of each of the three major players in the book publishing and distribution business.
  • Discuss the tension between “popular” books and “great” books.
  • Describe three ways in which the long tail is transforming the book business.