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This research intends to perform a situation analysis of the Spanish publishing sector to see to what extent private publishing companies adequately interpret market signals and adapt to them. The study raises several questions for the Spanish publishing market: first, how is the price elasticity of the sale of copies?; second, what impact does the greater or lesser number of private publishers have on the sale of copies?; third, how does the sale of copies condition the evolution of the average print run?; and fourth, what impact does reading habit have on issue sales? The analysis carried out concludes: firstly, that the sale of copies is a price-elastic function to the price of books; second, that the greater the number of publishing agents, the higher the level of book sales; thirdly, those publishing companies adapt the average print runs per title in a period based on the copies sold on the market in the previous period and, finally, fourthly, the existence of a positive and direct relationship between the copy sales and the number of regular readers. Spanish publishers face digital transformation -and changes in their respective business models-, without losing sight of the variables studied that act as driving forces for their behavior and design their strategy in the market. [ABSTRACT FROM AUTHOR]

The aim of the present article is to identify the social and cultural value of Public Relations in the Romanian book sector. Our approach overpasses the functionalist perspective of Public Relations as an organizational discipline and considers Public Relations as a discipline that institutionalizes relationships and discourses that are commonly practiced in the society by mutual and tacit agreement. We investigate the current communication practices used by three Romanian publishing houses in order to generate and to increase the symbolic value of the book. In order to analyze the uses and practices of Public Relations of generating literary sociability at the level of Romanian society, we analysed the communication management through owned new media (websites, blogs, Facebook) that three of the publishing houses in Romania have developed since their foundation. We analyzed the conversational competency in the online environment, using a complex methodology: starting from three Romanian publishing houses, selected on the basis of dimension, financial capacity and consumer perception of reputation, we have analyzed the content produced on the main owned-media channels used for public communication (websites, blogs, social media pages and accounts – Facebook, Twitter) between June – October 2014. We also analyzed the quality of interaction, by taking into account the number of positive reactions to a post, the number of replies and the number of comments.

This research aims to identify the evolution and trends of the Spanish publishing sector. For this purpose, firstly, official statistical sources available on the publishing market and reading habits will be used, from which will be obtained: a) the necessary data for their statistical treatment, and b) an answer to whether the Spanish private publishing sector adapts adequately to market changes. The work raises several questions for this market: a) how is the price elasticity of the sale of copies? b) What impact does the greater or lesser number of private publishers have on the sale of copies? c) How does the sale of copies determine the evolution of the average print run?, and d) what impact does the habit of reading have on sales of copies? [ABSTRACT FROM AUTHOR]

The aim of the present article is to identify the social and cultural value of Public Relations in the Romanian book sector. Our approach overpasses the functionalist perspective of Public Relations as an organizational discipline and considers Public Relations as a discipline that institutionalizes relationships and discourses that are commonly practiced in the society by mutual and tacit agreement. We investigate the current communication practices used by three Romanian publishing houses in order to generate and to increase the symbolic value of the book. In order to analyze the uses and practices of Public Relations of generating literary sociability at the level of Romanian society, we analysed the communication management through owned new media (websites, blogs, Facebook) that three of the publishing houses in Romania have developed since their foundation. We analyzed the conversational competency in the online environment, using a complex methodology: starting from three Romanian publishing houses, selected on the basis of dimension, financial capacity and consumer perception of reputation, we have analyzed the content produced on the main owned-media channels used for public communication (websites, blogs, social media pages and accounts -- Facebook, Twitter) between June -- October 2014. We also analyzed the quality of interaction, by taking into account the number of positive reactions to a post, the number of replies and the number of comments. [ABSTRACT FROM AUTHOR]