Design Brief

The main subject area for this project is the publishing industry.. It’s a large industry which is constantly expanding and evolving to meet the demands of the digital literate. From the printed word to online, multimedia formats mean the industry is at an exciting time and subject to rapid change.

In today’s digital era, technology competes with the traditional i.e. many people now buy books online through sites such as Amazon (Britain’s biggest bookseller) rather than borrow from their library. In turn, libraries may be becoming redundant due to the lack of users. Book lovers who previously met up at their local library for book clubs have now migrated online, in particular to social networking sites and popular blogs. For example, Goodreads is the world’s largest site for readers and book recommendations. “Our mission is to help people find and share books they love”. Goodreads launched in January 2007.

The Kindle and other ereaders are examples of advances in technology, which are very popular and give users easy access to have a whole library in a relatively small format. Many have predicted and assumed that “the future of book publishing is digital”. High street bookshops and public libraries are struggling amid the dominance of online bookstores like Amazon and e-reading devices, notably the Kindle. “Customers in the UK are now choosing Kindle books more often than print books” – The Independent, 2012. However there are some that oppose this notion and believe that paperbacks are here to stay. Through research, I will come to a conclusion and see how ereaders and technology in general has affected libraries.

To focus my creative exploration, I will research into the physical books versus eBooks debate, the rise of technology in the publishing industry and the decline of libraries and book stores. I believe that the role of an advertising creative could benefit this area by creating more awareness, promoting the love of literature and the use of public libraries. A new innovative concept could be developed in the form of a marketing campaign, to inform, advise and persuade consumers. This project will cover areas such as marketing, human behaviour, copywriting, design and social media.


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