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  3. The publisher’s techniques for book prom

The publisher’s techniques for book prom

shuhaiku2020-05-20  35
问题 The publisher’s techniques for book promotion have become increasingly sophisticated in all advanced countries. The typical traveler or book salesman is likely to hold a college degree, certainly in the United States; he receives a careful briefing from the home office, with elaborate samples and sales aids, and perhaps a car provided, or partly provided, by the firm. 1)A well-run publishing house issues two or three seasonal announcement lists with details of its forthcoming books, as well as an annual catalog of its present and past books still in print, which are sent to the principal booksellers and librarians.For many books, a prospectus may be issued, both for the use of booksellers and for direct mailing by the publisher. The distribution of review copies to the press is the last item in the normal program. These three steps, traveling, catalogs, and reviews, are the vital elements in the machinery of book distribution, which it is virtually impossible to accomplish without the professional work of a publisher. 2)The capacity of some authors to produce a quite presentable book with the help of a printer still leaves them far from their objective unless they can find a publisher to undertake its distribution.　　Newspaper and periodical advertising is the publisher’s principal means of reaching the public, and standards here have also risen considerably since World War II. 3)Originally handled entirely by the publisher’s own staff, it is now not uncommon for the larger houses, especially in the United States and in some European countries, to employ advertising agencies to prepare the copy and the general details of the campaign for any important book.4) While few authors consider that their books are advertised adequately and most publishers are highly doubtful whether press advertising does in fact sell books, the amounts spent in relation to sales revenue are much higher than for most other commodities, seldom less than 5 percent for new books.　　5)Over the whole field of sales promotion, as publishing houses have grown in size and profitability, there has been a marked tendency for the more commercial methods of general business to be applied to books, which are aggressively promoted to retailers and the public in the same manner as are many other commodities.Though this may increase sales, at least in the short term, it may be doubted whether it is in the interests of the public and to the long-term advantage of good publishing.
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解析（1）管理有方的出版社每季度印发两、三次书单，详细介绍即将出版的书籍，每年印发一次书籍目录，介绍仍在出版的新旧图书，散发给主要的书商和图书管理员。　　【解析】该句较长，但是结构比较清晰，主干为A well-run publishing house issues two or three seasonal announcement lists，介词短语with details of its forthcoming books...和定语从句which are sent to the principal booksellers and librarians均修饰announcement lists。其中publishing house意为“出版社，出版公司”，issue此处指“发行”。（2）有些作者在印刷商帮助下能印出质量精良的书籍。除非这些作者能够找到出版商承担书籍的推销工作，否则他们的最终目标还远未实现。　　【解析】该句主要成分为The capacity of some authors...leaves them far from their objective...，其中to produce a quite presentable book为不定式作后置定语修饰capacity，with the help of a printer为介词短语表示方式，而unless they can find a publisher to undertake its distribution则为让步状语从句，意为“除非…”。（3）原来出版商全靠自己的工作人员做推销，如今，大型出版社，特别是美国和某些欧洲国家，专门聘请广告公司为其重要图书制作广告并全面安排广告活动的具体过程，这种情况并不少见。　　【解析】本句主干为it is now not uncommon for the larger houses...to employ advertising agencies...，其中Originally handled entirely by the publisher’s own staff为过去分词结构作状语，especially in the United States and in some European countries为插入语，表示地点，to prepare the copy and the general details of the campaign for any important book为不定式结构表目的。该句中的publisher同样指“出版商”。（4）很少有作者认为他们写的书得到了充分宣传，大多数出版商也怀疑究竟靠报纸广告是否真能促进图书销售。不过，相对于年销售图书总收入，花在广告促销上的数额，要比大多数其他商品高得多，新书很少低于5％。　　【解析】该句中press advertising“新闻宣传”，此处特指在报纸上进行广告宣传。in relation to意为“涉及，与…有关”。（5）随着出版社规模增大，效益提高，在图书营销的整个领域，已经出现了明显倾向，把普通商业中使用的更商业性的手段用到了图书推销上。正如推销许许多多其他商品一样，正使用同样的促销手段，把图书疯狂地向零售商和大众推销。　　【解析】该篇文章一直在讲述图书销售，因此此处的sales promotion应将该层意思翻译出来，即“图书营销”。
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