At last, a readable, authoritative and comprehensive book for students, readers and practitioners in print and digital publishing. Publishing guides the reader through the history of publishing and the main issues facing the industry today. Among these are legal conundrums, cultural conflicts, trade practices, publishing within and across sectors, editorial requirements, the challenge of electronic publishing, making your ideas count in print, rationalization and the growth of corporate publishing cultures.
The result is an exciting one stop guide, written with flair and aplomb. Packed with helpful real-world examples and illustrative interviews this practical resource leaves no stone of the publishing industry unturned.
Chapter 4: Craft to Corporation
Craft to Corporation
Eighty per cent of book sales are controlled by a small group of very large firms. The other 20% is made by an ever-decreasing number of medium-sized companies and a fairly constant but very large disparate group of small players, entering and departing the industry almost like guests through a busy hotel's revolving door. John Martin, creator of Black Sparrow Press, identified two streams of American literature as ‘the insiders conforming “to accepted standards” and the “outsiders and mavericks”’.1 He could have been talking about book publishing itself. Most media falls into two broad categories: Big Media (centralised, vertically integrated, corporate, often oligopolistic) and Little Media (decentralised, distributed, individual, sometimes anarchic).2
In 1965 the first International Directory of Little Magazines and ...