Publishers’ relationships on the web: An examination of how publishers’ websites are causing changes in relations in the book industry

Abstract

This research, funded by the British National Bibliography Research Fund, examined how publishers’ websites are causing changes in relations in the book industry in order to gain further understanding of the implications of the impact of the Internet on the publishing chain. The paper is set within the context of the development of electronic commerce and how business to consumer commerce is now being overtaken by the activity in business to business trading. Publishers have followed the main business trends in using their websites to develop relationships directly with the consumer, but have been rather slower in developing their business to business activity through the Internet. This study investigated what changes were taking place as a result of current publisher activity on the Web and how these changes were affecting the traditional lines of communication in the book industry. An analysis of a range of consumer publishers’ websites was carried out to see what facilities they were offering both to the general public and to business partners within the industry. Questionnaires and interviews were then conducted to establish how publishers, booksellers and wholesalers were using publishers’ websites and whether these sites were beneficial to the industry as a whole. Facilities found on the websites were examined and analysed in order to determine their usefulness and how they might be developed to aid business to business commerce. Additionally, several issues relating to online sales, changes in sales patterns and changes in working methods were discussed. Although an amount of quantitative data is included in the report, many of the issues raised relied on the perceptions and opinions of practitioners in the book trade.