How Publishers Construct Genre
An examination of the publishing industry's ability to direct consumer reading patterns through the construction of new book "genre", using Penguin Group as an example.
# 66476 | 1,951 words | 4 sources | MLA | 2006 |
Published on Jun 14, 2006 in Business (Companies) , Business (Marketing) , Business (Consumer Behavior)
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The paper examines the history of Penguin Group, starting with the growth of its parent company, S. Pearson and Son, in the 19th century. The paper examines several companies within the group, and focuses on the changes since the mid 1990s. It gives quotes from and examples of actions by members of management from various of these companies to show how they determine what content to market. In conclusion, the paper finds that Penguin makes genre in order to make money.
From the Paper:"More people are buying more books than ever before. The global market for English language consumer books is currently valued at around $20bn a year. And it is set to grow by around 4% per year over the next five years. Book production is geared by the resulting statistics of what is selling and what isn't. The more a book sells, the more it is printed and distributed. If Penguin finds itself with a high-selling author, they will promote that author to the readers, who, in turn, will probably buy more books by that author and therefore triggering the printing and distribution process for that book. But today Penguin Group is looking to capitalize on the changing nature of consumer publishing to grow faster than the market as a whole."
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