Introduction to publishing and book trade 3103-N1208-2

Lecture: General conditions of system transformation of Polish publishing market at the beginning of 90s, 20th century. Analysis of situation and trends at Polish book market after 1989. Characteristics of the most important publishing companies. Foreign capital on Polish book market. Demand and supply on book market ? efficient and inefficient methods of limiting overproduction, and stimulating demand. Classes: 1. Specificity of book as the object of the trade and business activities. State/government and its policy towards the book business. VAT and book trade. Mission or/and business ? specificity of the profession of a publisher and bookseller. 2. Changes on the Polish book market after the year 1989, their effects for present situation of the Polish book business. 3. Book as the market product between other competitive media. Is there any future for the Gutenberg Galaxy ? m. Mc Luhan, H. Jenkins and their theories. 4. Analysis of the structure of the book market. Most powerful organizations and trends. Globalisations/mergers vs. niche trade, ?long tail? theory. 5. Most important market sectors? presentations: fiction, non-fiction, school textbooks, children?s literature etc. Presenting the recent, newest trends. 6. Statistics on the book market. Most important and useful info sources to the book market ( publications of the National Library, ?Biblioteka Analiz? products, professional journals and newsletters, gray literature, etc.). 7. Marketing in the book business ? introduction: elementary terms and concepts. Advertising and PR in the book business. Catalogues. 8. Implementation of the internet in publishing activities. Information and promotion. Analysis of selected web pages (publishers? and booksellers?). 9. Lists of Bestsellers as a marketing tool in the book market. Analysis of selected lists ? Polish (?Notes Wydawniczy? monthly) and foreign (?The Publishers Weekly?, ?Bookseller?). 10. Book trade: small, independent bookstores ? chain bookstores ? hypermarkets ? internet book trade. 11. Price arrangements in the book business ? discussion on net price concept. 12. Remainders in the book business. Libraries as participants of the book business.