Books

The book publishing industry is facing difficult financial times. Sales are flat, and many big companies are laying off employees. So why dis Little, Brown and Company pay Tina Fey about $5 million on write her first book?

In many ways, today’s publishing industry resembles the movie industry. They both try to hit home runs rather than singles, and they both like properties that resemble other big successes. If a movie about a comic book hero is successful (Ironman), then a movie about another hero (Wolverine) should also be a good bet. Likewise, if a book about a lovable dog is best-seller (Marley and Me), then a book about a lovable cat should also do well (Dewey). If Stephen Colbert’s I Am America (And So Can You) can sell a million copies (and he is only on a cable channel), then why not a book of humor by Tine Fey?

Nevertheless, despite hard economic times, the book industry will keep trying to find the next super-seller and will keep shelling out the big bucks for projects that look a lot like other proven or potential winners.

Source: Dominick, J. R. (2011). The Dynamics of Mass Communication, Media in Transition (Edition 11th). New York: The McGraw-Hill Companies, Inc.

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