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LOGOS 14 LOGOS 22/4 © 2011 LOGOS Richard Guthrie Richard Guthrie is a researcher of print and digital book publishing with over 20 years of experience in film and television production. He has a MA and PhD in Publishing Studies and is the author of Publishing: Principles and Practice (Sage Publications: London). He lectures in Publishing Studies at City University, London. Email: richardguthrie@hotmail.com The Power of Cultural Surrogacy: Ebook leveraging of publishing crises in a new millennium The commercial ebook arrived in the late 1990s, when the Anglophone trade book market was in a perilous state. The trade had been dangerously weakened by: steep percentages of book returns; stark sales f igures; a f ickle and price-sen- sitive consumer base; the rise of chains, superstores, and price clubs; the decline of independent bookstores; a population more interested in watching television than reading books; paper-thin prof it margins; author advances that dumb- founded even seasoned industry veter- ans; and the new and staggering digital challenges (Greco, 1997, p.x). The ebook was an intruder that most book profes- sionals wished would just go away. The year 2000 was pivotal for publish- ing. Many in the book industry watched the rise
Logos – Brill
Published: Jan 1, 2011
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