Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Dr. EmmaLe Davis

Abstract

This thesis analyzes the current challenges and opportunities facing the book publishing industry in the digital era. Although recent data suggests a decline in reading for pleasure among U.S. adults, industry revenues remain relatively stable, indicating that traditional measures of reading do not fully reflect industry performance. This thesis examines how digitization influences key aspects of the book publishing industry, including production, marketing, and consumption. Using a combination of secondary research and an interview with a self-published author, this thesis analyzes the impact of digital technology on the industry. The findings indicate key challenges, including increased competition for consumer attention, monetization difficulties, and the threat of digital piracy. Additionally, the findings show opportunities for the book publishing industry, including using data analytics to understand consumer behavior and leveraging digital marketing to reach broader audiences. Research for this thesis also suggested that self-publishing, which has grown in popularity due to digitization, is both a challenge and an opportunity for book publishers. This thesis concludes that the book publishing industry is evolving, not dying, and its future success depends on adapting to the digital world.

Keywords

Books; Book Publishing; Publishing; Digitization; E-books; Self-Publishing

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