APPLIES TO ACADEMIC YEAR 2014/2015

KLS 3541 Book business

Responsible for the course
Anitra Guddal Figenschou

Department
Department of Communication and Culture

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
The Book Business is one of our oldest cultural industries. Over the years this has been a business in continuous growth. Especially during the last ten years the amount of publications has exploded because of new technology and cheap product costs. The investments in production are relatively small compared to the net profit for a bestseller. Many are therefore trying their luck in a market with rough margins dominated by only a few large corporations. The three most powerful publishers in Norway are Aschehoug, Gyldendal and Cappelen Damm. Their main characteristic is that they take care of all the steps in the value chain of books, that is: publishing, distribution, book clubs and book stores, as well as the mass market. This means that they attend to all parts of the value chain in the field of literature, from the author to the reader. The dualism between art and commerce is a common theme in the lecturers. There will also be a focus on the challenges of marketing books in an already saturated market.

Learning outcome
Acquired knowledge
The students are to be aware of all the main players in the book business; publishing houses, book-store chains, book clubs and distribution. Some knowledge about libraries and the mass market for books is also required. The students are to understand the processes of production, economy and communication between the players and their audiences, like PR, sales- and marketing strategies. The student also has to understand the interaction between the national cultural policy and the market and what kind of framework this interaction gives the players in the business.

Acquired skills
The students should be able to show how different players in the value chain of books are dependent of each other. Being able to describe the economic structures and communications processes is also a requirement. The students are to understand and be able to carry out PR, sales- and marketing tasks in the business. They shall also be able to administrate the creative processes with important content suppliers like authors, illustrators, and designers.

Reflection
The student has to develop a reflection regarding the artist’s creative development, as well as he nation’s need for a Norwegian culture and a highly developed Norwegian language, but also the business’s need for a healthy economy and growth. The students are to be able to reflect upon and make statements regarding these aspects.

• The value chain in the Norwegian book business
• Business models
• History of the business
• The author
• The publishing houses
• The literature
• Distribution channels
• PR, sales and marketing
• The economy of literature
• Digitalization of the literary field
• The reader
• Book business as part of the cultural business