نشریه چاپ و نشر
پیاپی 3 (تابستان 1391)

Printing industry has made advanced development in the world in a way that we can say، today print technology is seen all over the world and it can be referred to the improvement in equipments such as typesetting systems، intuitive Tram، electronic scanners، automatic film processor machines and printing plates، new photopolymers for offset and embossed printing plates، engraving electro mechanic machines for gravure cylinders، printing machines in which a complete book can be printed with a single pass through. So this study، because of the importance of this subject، was done in order to understand the print category by knowing that print in its evolution over the years and with continuous effort of scholars has found new ways. And to obtain useful information contained in it many documents have been studied.

In this age of technology development in various fields of human knowledge, a change in the publication process including those that produce traditional textbooks with e-books is a significant point. Industry welcomes readers of e-books over the years have made remarkable progress in developing countries. Although the book is more of a cultural product and the expectation is that it is thought more rich content to its appearance, but what first attracts the reader look, appearance and sense of others cover book. Therefore, the cover of your book is important because it’s the first thing a reader sees. You’ll want it to have a design that grabs their attention and portrays an accurate idea of what your book is about. The main objective of this research was to evaluate the design elements of the optimal model for e-books from the publisher perspective. The study population was 114 publishers, who were selected through simple random sampling survey questionnaire items were made. Research findings indicate that the 5/50% of publishers do not have a specific pattern for design books. Also color artwork and the artwork of the book’s content, it is important insights publishers.

In Iranian traditional culture, Embodiment is the art of using phrases or verses from Quran, traditions or even verses from other poems in your own art work. Poet puts these referring phrases in guillemot or parenthesis to enlighten that this phrase belongs to another person or book. It means that Embodiment is considered some kind of, in text, referring. On the other hand, by developing Iranian painting, we can see lots of handwritten copies that reflex a message through the picture. Shahname of Ferdowsi is the best example for giving a message through the paintings. But of course some part of the text in Shahname gives us more details about the paintings. There is a relation between pictures and the text in an art work but sometimes we encounter some pictures that are not related to the text and author put them by his or library supervisor`s discretion or because of direct order from king himself. Author of this statue calls these new entries Embodiment- Inscriptions and each one of them has its own output. He tries to sort them by their usage and explain their role in art figures. All the materials are gathered from libraries and referring to the original copy of Shahname by king Tahmasb. Author used qualitative strategy with historical, descriptive, analytic approach to analyze data and used quantitative strategy to determine quantity of figures, poems and Embodiment- Inscriptions.

publication of a society in the major indexes of the intellectual and spiritual growth and publishing as cultural activity of the sample vital dynamic and growing community development. todayssociety, the necessity of the book is well understood and to the importance of it as a powerfulinstrument in the production and development of science has become aware of. In other words, the product of industrial, publishing industry and this is like any other industry need of planning, policy making, investment and infrastructure to be able to a cultural and economic lever become effective. The study the situation of publishing books, an important factor in recognizing shortcomings and abilities of the field and present among the most appropriate for future laps. a policy that should have all the elements of effective extends logical connection between them. This research is the status of publishers Mashhad during the years 1380 to 1390, a description of society and its statistics include all active publishers over the city of Mashhad which made by questionnaire researchers studied. research findings show that the publication of Mashhad, after Tehran and Qom third rank country allocated. Mashhad publishers have been more public and adults. Also subjects in literature, religion, children and practical sciences way to the most of the book production have average circulation and more Mashhad publishers of “age factors” 2000- 3000 copies to follow. Mashhad publishers also often activities of his work has been satisfied and sought to expand their activities fields are in the future.

Advertising is an important and essential factor toward reaching prompt achievement of goals and it has not only a significant position, but also a determining role in economic, cultural and social activities. Regarding the fact that one of the primary steps of book publishing is selling books, book publicity through a variety of media may be one of the most efficient methods of publisher's books sale. The main purpose of this study is identifing the most effective mass media and its impacts on book advertising and sale. Hence, we go through a principal question titled “What is the relationship between book sale and book advertising in mass media?” and a subsidiary question “Which medium includes most influence on book advertising and book selling in Khorasan? Afterwards, we utilize the publisher's opinions in this case. The methodology of this research is practical and by using the statistical formulas, the statistical population includes randomly selected 153 units among 254 active publishers in Khorasan who completed questionnaires. After collecting the questionnaires and analyzing the research outcomes, the results are indicative of a meaningful relation between publisher's book sales and book advertising in the mass media that confirms the main research theory.

Printing industry is one of important and strategic industry in most developed countries and also in Iran. According to sensitive and strategic nature, also sophisticated technology it has always associated with a lot of defects in Iran. One of the main reasons has been directorial, scientific and strategic weakness and with the advances in other countries and also surrounding worldwide variable economy and existed sanctions, the industry has experienced huge challenges. It also caused the risky role of management and making decisions for future of the industry. So having the foresight ability for the manager, identifying the environment, effective planning in future, require having strategic thinking. In the past, in most countries which were associated to this industry the major focus of management was on the systems development and cost and due to lack of ability and knowledge about the scientific and practical management, targeted and comprehensive planning has been downplayed. But now with the development of management techniques and tools in other countries, yet structured and integrated approach and also less attention to strategic management and poor integrated management has caused mismatch in the effective use and lack of products quality in our country than other countries. So if the manager puts the strategic thinking as a policy in managing system, effectiveness and efficiency in utilization of these planning will be witnessed and it will cause efficiency in the printing industry.