Abstract:

As a type of cultural goods, books have lots of economic features such as the demand uncertainty, which
shape the economic features of publishing industry. This paper demonstrates how the high risk influence the structure of
modern publishing industry by citing the stories of booksellers who initiated the new methods to run the business in the
emergence of Modern publishing. The social change and the modern communication system make the modern publishing
to be a high risky trade. It was in the process of manage that this high risks, the modern publishers, distributors and their
particular profit model emerged. All these new elements are the nature of modern publishing Industry.