Chapter 29 - Publishing the Dictionary: The Business Side of the Business

Summary

A highly selective history of dictionary publishing in the United States, focusing on the sales, marketing, distribution, and financing of dictionaries, how they have changed radically over the years, but how many of the challenges remain the same. In doing so, the chapter illustrates the persistence of five constants that have shaped dictionary publishing in the United States. 1. Dictionary publishing has always been expensive. The factors driving that expense change over time, but even in the digital era there are no signs that it is becoming any less expensive. 2. Dictionary publishing has nearly always been highly competitive. 3. Dictionary publishing in the United States has always been aimed at the broad general public more than at the professional or scholarly market; hence, the dominant publishing strategy has been to lower prices in order to broaden distribution. 4. Technology has always been a driver of publishing strategies. 5. Aggressive sales and marketing have always been a part of dictionary publishing, but throughout the history of dictionary publishing in the United States, the one marketing strategy that overshadows all others has been effective brand management.