Mass Communication: Living in a Media World
Seventh Edition
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