The changing shape of the book: From cultural evolution to technological revolution

Abstract

Electronic media would appear to offer the prime forms of communication for the future. Television, the internet, the mobile phone and any number of other innovations present an apparently overwhelming threat to the continuation of the paper‐based media with which most of the adult community is familiar. The book, in particular, would seem an anachronism. Its production methods, its distribution systems, the physical entity itself, belong not even to the century just finished but to an earlier era altogether. It finds its provenance in a mediaeval technology, its purpose in a society that could accept a pedestrian form of communication, well suited to sharing the printed word with the few who could read it and afford it. And yet the market for the conventional book remains buoyant. Statistics indicate decline in neither the number of titles published nor sales revenues. In fact, the new media are indeed impinging on the book market but more slowly than might be imagined. The technologies which have brought us screen‐based devices and telephonic communication have also brought dramatic improvements in the speed and economics of book manufacturing and are beginning to offer highly competitive solutions to both the production and the distribution of conventional books. This chapter begins with a look ahead to the alternatives shapes of the book of the future. It then accounts for the continuing presence of the conventional book in this scenario by briefly tracing the development of an ancient craft which has evolved through technological innovation into a sophisticated production process which transformed the economics of production. These technological and economic changes in conventional book manufacturing are set against the advantages and challenges of new media to show how all future forms of the book have a competing place in the market.