In Cold Type (ePub)
Overcoming the Book Crisis
(Sprache: Englisch)
During the nineteen seventies and early eighties, the trade book publishing industry faced financial and philosophical problems of a magnitude unparalleled in its existence. It appeared that without undertaking urgent and far-reaching reforms, the profits...
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During the nineteen seventies and early eighties, the trade book publishing industry faced financial and philosophical problems of a magnitude unparalleled in its existence. It appeared that without undertaking urgent and far-reaching reforms, the profits of publishing houses would decline to a level that would make the survival of many established firms extremely doubtful. The expansion of the major bookselling chains, coupled with antiquated distribution and marketing methods, would cause many indie bookstores to close. Authors of talent, vision, and intellect would find it harder to be published than ever before. Readers would grow more jaded by a glut of formula books, or more frustrated finding that special title to suit their needs. Leonard Shatzkin's "In Cold Type" explores the reasons behind the publishing crisis of that time. Neither an essay about the perils of the best-seller list syndrome nor a bland sociological study, "In Cold Type" is a sharp critique of exactly what was wrong with the nuts and bolts of publishing and the ingrained attitudes that resisted change and reform. Backed by more than thirty-five years of experience in executive positions at major houses, Leonard Shatzkin describes publishing's nineteenth-century methods of distribution, the marginal profitability of booksellers, unnecessary evils of remaindering, waste in book production, decline of the editorial function to a clerkship, collapse of the paperback book publishers, what authors need to know about their publishers' "skills," and why the common complaint "We publish too many books!" is not true.
Shatzkin not only saw what was, he also what could be, and offered new solutions that helped the book industry overcome its malaise. His solutions were immediate, practical, and necessary, and many of his insights, particularly about inventory management and standardization ultimately revitalized the publishing industry.
Shatzkin not only saw what was, he also what could be, and offered new solutions that helped the book industry overcome its malaise. His solutions were immediate, practical, and necessary, and many of his insights, particularly about inventory management and standardization ultimately revitalized the publishing industry.
Autoren-Porträt von Leonard Shatzkin
Leonard Shatzkin is the author of The Mathematics of Bookselling (Sun River Press, 1997). He held executive positions for over thirty-five years in a number of publishing houses, covering wide areas of responsibility, including retail bookselling, production, editorial, marketing, and sales, and warehousing and shipping. He was production manager at The Viking Press and at Doubleday Book Company as well as vice-president at both McGraw-Hill and Crowell-Collier Macmillan. When Crowell-Collier bought the Brentano bookstore chain, it was placed under Shatzkin¿s direction. While at Doubleday, Shatzkin hired George Blagowidow to develop a mathematical method to predict advance sale so printing decisions could be made earlier and more accurately. In the first year of operation, for the first time in memory, not a single Doubleday title was sold as overstock and no title was out of stock for even one day.
The sales prediction method later provided the means for measuring the effectiveness of the sales force, nationally and by region. Shatzkin was put in charge of applying these guides to improve sales force productivity. In the five years from the resulting expansion of the sales force until Shatzkin left Doubleday, sales increased almost fourfold, with no discernible change in number or mix of published titles.
An offshoot of the sales prediction system, later adapted for inventory control at the bookstore level, generated the Doubleday Merchandising Plan, under which the titles and quantities of Doubleday titles were mathematically controlled in the retail stores that enrolled in the plan. The sale of Doubleday titles doubled in participating stores; the profitability of Doubleday books for Gimbel¿s because of better stock turn, higher discounts, and reduced returns, increased thirteen times. At its height, the Doubleday Merchandising Plan was operating in 800 stores.
In 1978, Shatzkin became an independent consultant in book retailing, publishing, and
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manufacturing. His clients included Doubleday, the Ford Foundation, CBS International Publishing, Dodd Mead, Grolier, St. Martin¿s Press, General Mills, Avon Products, Macmillan, and John Wiley.
He wrote extensively on the book industry in Publishers Weekly, American Bookseller, Daedalus, Book Production Industries, Library Quarterly, and other journals, and lectured to publishers groups in Sweden, Denmark, Norway, Spain, Mexico, Yugoslavia, Cuba, and other countries.
He wrote extensively on the book industry in Publishers Weekly, American Bookseller, Daedalus, Book Production Industries, Library Quarterly, and other journals, and lectured to publishers groups in Sweden, Denmark, Norway, Spain, Mexico, Yugoslavia, Cuba, and other countries.
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Bibliographische Angaben
- Autor: Leonard Shatzkin
- 2012, 1. Auflage, 397 Seiten, Englisch
- Verlag: The Idea Logical Press
- ISBN-10: 0967103762
- ISBN-13: 9780967103761
- Erscheinungsdatum: 28.11.2012
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- Größe: 2.22 MB
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