Scribd
Upload
27 views20 pages

IML601 (Chap 10)

This document provides an overview of topics to be covered in weeks 12 and 13 of an IML 601 publishing and information materials course. It will discuss factors affecting the growth of publishing like the digital divide, reading habits, and economic factors. Students will understand how these factors influence the publishing industry. Other topics include the history and challenges of publishing, consumer markets and buyer behavior, and factors that affect demand like trends in consumer spending and the economy. The document also discusses how scale, verticalization, social influences, and business versus consumer markets impact the industry.

Uploaded by

SITINUR SAAIDAH MOHAMAD
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
27 views20 pages

IML601 (Chap 10)

This document provides an overview of topics to be covered in weeks 12 and 13 of an IML 601 publishing and information materials course. It will discuss factors affecting the growth of publishing like the digital divide, reading habits, and economic factors. Students will understand how these factors influence the publishing industry. Other topics include the history and challenges of publishing, consumer markets and buyer behavior, and factors that affect demand like trends in consumer spending and the economy. The document also discusses how scale, verticalization, social influences, and business versus consumer markets impact the industry.

Uploaded by

SITINUR SAAIDAH MOHAMAD
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 20

IML 601:

PUBLICATION & PRODUCTION OF INFORMATION


MATERIALS
Week 12 and 13
TOPIC CONTENT

• The Factors Affecting the Growth of


Publishing
• Digital divide
• Reading habit
• Economic factors
LEARNING OUTCOMES

By the end of the session, students will be able


to:
• Understand the factors affecting the growth
of publishing
Topic Content

• History
• Challenges
• Consumer Markets and Consumer Buyer
Behavior
• Factors Affecting Demand
Scale
• In the 20th century, scale in publishing was
really an internal concept. Big publishers
had more resources to sign books, get to
bookstores, and roll out marketing than
smaller ones.
• Barnes & Noble and Borders had supply
chain and cost advantages over independent
bookstores, except that Ingram and other
wholesalers lent their scale to provide
partial compensation.

Azmi Ab Rahman 5
Scale
• But that’s changed entirely in the past 10
years. Now publishing operates in a world
increasingly controlled by Amazon, Apple,
and Google, all companies that make far
more money outside of books than through
books.

Azmi Ab Rahman 6
Challenges
• There are many factors affecting publishing industry
competitiveness indicators.
• Many studies indicate that innovation and reform are
major challenges facing the publishing industry.
• Newspapers, for example, are read by millions of
people across the globe.
• But their advertising revenue is falling, their core
readership is aged over 45 and younger readers
appear to prefer other media.
• Digital technologies are fast changing the ways in
which content is created, combined, distributed and
consumed.

Azmi Ab Rahman 7
Verticalization
• In the 20th century, most trade books
reached their customers through
bookstores. That liberated publishers to be
largely audience-agnostic in their choices
about what to publish. They could stick a
memoir, a novel, a knitting book, a travel
guide, and a kid’s pop-up book into the same
box and the bookstore would sort it out for
the consumer, putting it on the
appropriately-labeled shelf for the shopper.

Azmi Ab Rahman 8
Verticalization
• Thanks to Google and its competitors, the entire
universe of offerings around any topic of interest
are aggregated and surfaced very quickly. And
bookstores and the staff and shelf space
publishers used to sort things out are disappearing.

• All of this is driving publishers to be audience-


centric in their thinking in ways that were never
required before. If the Internet is how customers
are reached, not bookstores, it becomes evident
pretty quickly that it makes for highly inefficient
marketing to be all over the lot with your subject
matter or genres.

Azmi Ab Rahman 9
Consumer Markets and Consumer
Buyer Behavior
• Model of Consumer Behavior
• Characteristics Affecting
Consumer Behavior
Model of Consumer Behavior

Consumer buyer behavior : the buying


behavior of final consumers, individuals and
households, who buy goods and services for
personal consumption

Consumer market : all of the personal


consumption of final consumers
Model of Consumer Behavior
Characteristics Affecting
Consumer Behavior
Factors Influencing Consumer Behavior
Characteristics Affecting Consumer
Behavior

Culture is the learned values, perceptions,


wants, and behavior from family and
other important institutions
Characteristics Affecting Consumer
Behavior
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests,
and behaviors
• Measured by a combination of
occupation, income, education, wealth,
and other variables
Characteristics Affecting
Consumer Behavior
Groups and Social Networks

Membership Aspirational Reference


Groups Groups Groups
• Groups with • Groups an • Groups that
direct individual form a
influence wishes to comparison
and to belong to or reference
which a in forming
person attitudes or
belongs behavior
Factor Affecting Demand

• There are a number of important factors


affecting demand for printing globally. These
include:
• Trends in consumer spending
• The state of the global economy
• New technology and the speed of change
• Changing customer expectations
• Globalization
• Environmental concerns
The business market versus the consumer market

• Fewer buyers • Inelastic demand


• Larger buyers • Fluctuating demand
• Close supplier- • Professional
customer relationship purchasing
• Geographically • Several buying
concentrated buyers influences
• Derived demand • Directed purchasing
• Reciprocity
• Leasing
Factor Affecting Demand

• The printing industry is a major sector globally.


It is affected by a number of key issues. These
issues are also world-wide concerns.
– The principal issues are;
• Over- capacity world wide
• Economy
• Rising Costs (materials/energy)
• New Technology and the speed of change
• The Environment
THANK YOU

You might also like