Publishing is in crisis. Publishing has always been in crisis,
but today s version, fuelled by the digital boom, has some
frightening symptoms. Trade publishers see their mid-lists
hollowed, academic customers face budgetary pressures from higher
education spending cuts, and educational publishers encounter
increased competition across their markets. But over the centuries,
forced change has been the norm for publishers. Somehow, they
continue to adapt.
This ground-breaking study, the first of its kind, outlines a
theory of publishing that allows publishing houses to focus on
their core competencies in difficult times while building a broader
notion of what they are capable of. Tracing the history of
publishing from the press works of fifteenth-century Germany to
twenty-first-century Silicon Valley, via Venice, Beijing, Paris and
London, The Content Machine offers a new understanding of media and
literature, analysing their many connections to technology and
history. In answer to those who insist that publishing has no
future in a digital age, this book gives a rejuvenated identity to
this ever-changing industry and demonstrates how it can survive and
thrive in a period of unprecedented challenges."
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