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Full-Text Articles in Social and Behavioral Sciences
Marketing In Portland's Small Publishing Industry: Case Studies In The Biographical Approach, Kate Jay
Marketing In Portland's Small Publishing Industry: Case Studies In The Biographical Approach, Kate Jay
University Honors Theses
This thesis seeks to understand the influence of a publisher’s individual experience and background on the marketing functions of a small publishing press. In order to complete this task, the biographical approach was used. This approach requires interviews of small business owners in order to gain an understanding of their motivation, history, and background. Three Portland publishers of similar size but varying genre focuses were interviewed. The interviews were analyzed and treated as individual case studies. The results of the interviews and analysis was an understanding that the impact on a press from the owners’ knowledge, personalities, and backgrounds change …
The Power Of The Small Press: Entrepreneurial Publishing And Disruption Of The Industry, Rachel Noorda
The Power Of The Small Press: Entrepreneurial Publishing And Disruption Of The Industry, Rachel Noorda
English Faculty Publications and Presentations
Due to the conglomeration of media and publishing companies in the twentieth century (McCleery, 2007), the size of publishing companies has become more polarized, with a majority of small publishers comprising a small percent of revenue and market share compared to the few, but powerful, larger publishing houses (Publishers Association, ‘UK Book Publishing Industry in Statistics’ 2014). In economics, the polarizing principle asserts that ‘developments at one pole of the corporate/cultural spectrum are often counterbalanced by antithetical innovations at the other’ which has, in the publishing industry, led to ‘the emergence of tiny publishing houses’ at the other end of …