For most of advertising history, “red” or “blue” as partisan loyalty signaled more your taste for Coke or Pepsi than your identity as Republican or Democrat. Mass markets, by definition, necessitated selling to both sides of the aisle.
In 2022, Penguin Random House wanted to buy Simon & Schuster. The two publishing houses made up 37 percent and 11 percent of the market share, according to the filing, and combined they would have condensed the Big Five publishing houses into the Big Four.
The myth of The Writer looms large in our cultural consciousness. When most readers picture an author, they imagine an astigmatic, scholarly type who wakes at the crack of dawn in a monastic, book-filled, shockingly affordable house surrounded by nature.