Morven Gow
Published: 21 January 2019
Worth £4.8bn to the UK economy, while occupying a central role as generator of IP underpinning other entertainment (including TV, films, and theatre), 21st C book publishing merits examination.
University of Stirling
An examination of the merits of 21st century book publishing
Incorporating notions of authenticity into book production and marketing practices aims to satisfy commercial demands on the one hand, and a desire for authenticity on the part of the book consumer on the other.The tension created in manufacturing authenticity will be central to the thesis, draw- ing on and developing research contexts including those surrounding the marketing of literature, of 21st C publishing, of literary festivals and reader activities.
Authenticity is a key attribute for a successful brand and coupled with the centrality of the study of the marketing of books, authors, and publishers as brands as a research area, an extended exploration of its negotiation is essential to an understanding of not only the core industry but also its im- pact on other creative industries.
First published: 21 January 2019