publisher will issue and sell the book. The publisher pays the cost of production and marketing. The author receives a royalty fee on each copy sold, perhaps 10 to 15 percent of the retail price. Publishers often make advance payments to authors against the royalties their books are expected to earn.

A book published in hardcover often requires a year from acceptance of the manuscript to publication. Thus, a public relations effort made through publication of a hardcover book must be long range in nature and aimed at the broad stroke influencing of public opinion.

The tremendous growth of paperback publishing has opened new avenues for use of books as public relations vehicles. Hundreds of titles, ranging from classical literature to how-to-do-it books on gardening, plumbing, and sex, are on sale. An examination of non-fiction titles on the paperback shelves will show the range of opportunity that exists to promote products, ideological movements, personalities, and fads.

The traditional royalty system of hardcover books also is used for paperback books, but various forms of fee payments to authors are employed as well.

Although the fact is seldom mentioned publicly, companies and nonprofit organizations sometimes pay subsidies to both hardcover and paperback publishers to help defray production costs of a book they wish to see published. The subsidy may take the form of a guarantee to purchase a specific number of copies.

The idea for a beautifully illustrated book on New England, to cite an example, might come from a state travel agency, which approaches the publisher either directly or through an author. The state agency pays part of the publisher’s cost, knowing that the book will draw visitors to the area.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 209-210)

Match the words (1-10) with the definitions (a-j).