Download Books in the Digital Age: The Transformation of Academic and Higher Education Publishing in Britain and the United States PDF

TitleBooks in the Digital Age: The Transformation of Academic and Higher Education Publishing in Britain and the United States
LanguageEnglish
File Size5.1 MB
Total Pages617
Table of Contents
                            Title page
Copyright page
Figures and tables
	Figures
	Tables
Preface
Introduction
Part I: The Publishing Business
	1: Publishing as an economic and cultural practice
		The publishing firm
		The publishing cycle
		The publishing chain
		The economics of publishing
	2: The social structure of publishing fields
		The publishing field and forms of capital
		The differentiation of the publishing field
		The linguistic and spatial properties of publishing fields
		Publishing and adjacent social fields
	3: The publishing field since 1980
		The growth of title output
		Concentration and corporate power
		The transformation of the retail sector
		The globalization of markets and publishing firms
		The impact of new technologies
Part II: The Field of Academic Publishing
	4: Academic publishing under pressure
		The field of academic publishing
		The decline of the scholarly monograph
		The differentiated pattern of monograph sales
		The changing structure of the library market
		Institutional pressures on university presses
	5: Academic publishing in transition (1): changing organizational cultures
		Reduction of costs
		Increase of prices
		Changing publishing strategies
		Greater selectivity in title acquisition and list-building
		Growth of marketing concerns
		Changing organizational cultures
	6: Academic publishing in transition (2): list diversification and field migration
		The pursuit of diversification
		The pull of the textbook market
		The lure of the trade
		The attractions of the region
		Exiting the field
		Sequestering the monograph
		Some consequences of field migration
	7: Academic publishing at the crossroads
		The transformation of the field
		Uncertain times
		Conflicting logics
		Academic publishing in the face of an uncertain future
Part III: The Field of Higher Education Publishing
	8: Higher education publishing in the US (1): the formation of the field
		The field of higher education publishing
		The rise of the textbook conglomerates
		The package wars
		The growth of the used book market
		Some consequences
		The problem of sell-through breakdown
	9: Higher education publishing in the US (2): the differentiation of the field
		Differentiated markets for textbooks
		The BYTES study
		University presses in the field of higher education publishing
		The coursepack business
		The future of higher education publishing in the US
	10: Higher education publishing in the UK
		Differences between the fields of higher education publishing in the UK and the US
		The changing structure of the field of higher education publishing in the UK
		Intensifying competition at the lower levels of the curriculum
		The reorientation of UK publishers to international markets
		The impact of the RAE on higher education publishing
	11: Globalization and localization in the UK field of higher education publishing
		The rise of globalizing firms in higher education publishing
		Three stages of global expansion
		The competitive advantages of the global players
		The importance of local knowledge
		The future of higher education publishing in the UK
Part IV: The Digital Revolution
	12: The digital revolution and the publishing world
		The impact of digitization on publishing
		Technologies, markets and added value
		Technologies and forms of content
		Technologies and types of publishing
	13: Academic publishing and the digital revolution
		Academic books as digital content
		The virtual library model
		The digital warehouse model
		The scholarly corpus model
		The scholarly community model
		Lessons, problems and prospects
	14: Higher education publishing and the digital revolution
		Textbooks, companion websites and e-supplements: the evolution of the package
		The rise of the customized textbook business
		B2B partnerships with higher education institutions
		The development of pedagogically oriented databases
		Lessons, problems and prospects
	15: The hidden revolution: reinventing the life cycle of the book
		The rise of the digital workflow
		The management of digital assets
		Digital printing and print on demand
		Reinventing the life cycle of the book
Conclusion
Appendix on research methods
Bibliography
                        
Document Text Contents
Page 2

Table of Contents
Cover

Title page

Copyright page

Figures and tables
Figures
Tables

Preface

Introduction

Part I: The Publishing Business

1: Publishing as an economic and cultural practice
The publishing firm
The publishing cycle
The publishing chain
The economics of publishing

2: The social structure of publishing fields
The publishing field and forms of capital
The differentiation of the publishing field
The linguistic and spatial properties of publishing fields
Publishing and adjacent social fields

Page 308

the publishing styles, the production qualities, the supplement usage are very
similar across all of those publishers. So you are in a very competitive market,
a very similar market where the ability to differentiate one's self is harder than
it used to be ten to fifteen years ago, which means you've got to be a lot better
at what you do, as does everyone else.

Despite the many changes that have occurred in college textbook publishing
over the last twenty years, the adoption system remains intact and the major
textbook publishers continue to count on the capacity of their sales reps – the
college travellers – to win adoptions for their new textbooks and new editions.
But the dynamic of the field has meant that, for the large textbook publishers, the
efforts of the sales reps to win adoptions have become increasingly focused on
the core textbooks aimed at the lower levels of the curriculum, at the expense of
those textbooks which are aimed at higher level courses where the numbers are
smaller. The big textbooks for the large freshman courses demand more and
more of the sales reps’ time and attention – winning adoptions for these texts is
the real prize (and is appropriately rewarded by the bonus system). Reps may
have neither the time nor the incentives to call on professors teaching upper-
level courses where the numbers are smaller and where winning adoptions will
never translate into sales on the same scale as adoptions at the freshman level.
The result is that textbooks for upper level courses are not given the same kind
of representation as the big freshman textbooks or the gateway sophomore
textbooks. Indeed in many cases they are not represented at all by the college
travellers but are promoted by direct mail or by what's known as ‘blind comping’
– that is, sending out complimentary copies to professors who appear to be
teaching relevant courses, with little or no follow-up.
The problem of representation is exacerbated by the increasing consolidation

within the industry. As a result of mergers and acquisitions, many textbooks that
previously would have been stellar titles on smaller lists now find themselves
sitting alongside numerous other titles on a large list, and they may be competing
with some of these other titles for market share. An editor in psychology or
economics may now find that she has eight, nine, ten or more intro psych books
or principles of economics texts where formerly, in a smaller firm before the
days of conglomeratization, she would have had only one. Given the pressures
on staff within the large conglomerates, not all of these titles can in practice be

Page 616

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