2010 Volume 9 Issue 1 Pages 37-58
The purpose of this study is to clarify the profit orientation and value orientation of children's book publishers. The analysis carried out the following procedure,
1. Quadrant that made the long-range profit orientation vs. short-range profit orientation and constant value orientation vs. contemporary value orientation was presented.
2. The ideal type to show what kind of publishers intends which quadrant was set.
3. Based on the results of the interviews, the present conditions are measured.
Then, the results indicated the following: The children's book publishers are mostly intended the first quadrant (long-range profit and constant value) and the third quadrant (short-range profit and contemporary value). In doing so, the publishers which specialize only on children's books separate their orientation based on the marketing or sales routes. In contrast, the children's books departments of the major publishing companies separate their orientation based on the target reading population (i.e. age, school level).
