How does mass publishing embrace digitalization?

Digital publishing is the general trend in the digital environment, and the change in reading style has been deeply rooted in the hearts of the people. Recently, at the seminar “The Opportunities and Challenges Faced by Popular Publishing in the Digital Background” hosted by the Hubei Provincial Editors Association and organized by the Changjiang Literature and Art Publishing House, the phrase by Zhou Baiyi, the publisher, has aroused the resonance of many experts and scholars here. Everyone has said that mass publishing will take advantage of development opportunities through digital transformation.

Exploring new models

According to relevant survey data, digital reading and traditional reading are developing at the same time, and they are facing digitalization. Traditional books will have new development opportunities.

Zhou Baiyi suggested that the publishing house should plan ahead and do some basic work without changing the existing profit, and try to make breakthroughs in film, games, IP and other aspects.

Xu Dehuan, director of the editorial committee of Changjiang Publishing and Media Co., Ltd., believes that publishers should explore new development models, such as copyright transfer, audiobook expansion, IP extension, and film adaptation, while maintaining the existing advantages of traditional publishing. "The digital exploration of traditional publishing is to be profit-oriented. If it is not profitable, I personally feel that it is not a business or a publishing house to do." Xu Dehuan believes that the best combination of mass publishing and digital publishing is Network literature.

Tian Ronghua, general manager of Hubei Changjiang Media Digital Publishing Co., Ltd. revealed that at present, Changjiang Media is constantly exploring new models and is establishing three major centers: First, the resource center, which incorporates the digital documents of the publishing house into the database and completes the digital management; The second is the data center, the establishment of the group ERP information data dissemination library; the third is the user center, the group's users are included in the database for analysis. He suggested that publishers attach importance to copyright operations on the one hand, and on the other hand, they should gather users and promote digitalization by borrowing power, such as WeChat platform and live broadcast platform.

Solve problems

At present, there are still some difficulties in digital publishing.

Fan Jun, a professor at Huazhong Normal University, said that the current price of e-books in China is too low. The price of e-books in Europe and America is generally 70%-89% of paper books, some are even original prices, while China is only 25%, and the profit margin is small. One of the problems is that copyright protection is not in place. “Readers are used to eating free lunches and are not willing to pay. How to establish a sustainable profit model for e-books remains unresolved.”

"In the era of mobile Internet, modern people spend a lot of time reading on mobile devices, and I am myself." Tian Ronghua said that although he watches paper books less and less, the reading volume is more than before, which is due to the movement. Reading is more convenient. In his view, the biggest pain point of traditional publishing is that there is no user data. "After a book is sold, it only knows how much money is sold, but who is watching, what age group, at what time, It is not clear," the publication is still in an extensive state.

However, Fan Jun believes that with the sound of China's laws, copyright protection measures will be more and more perfect. In addition, as people's income levels increase and their economic affordability continues to increase, these problems will be gradually resolved.

Online and offline integration

“The digital transformation of mass publishing, the first to find the location of the topic, to determine whether the content of the book is suitable for digitization; the second is based on the objective situation of the publishing house, if the technical aspects are difficult, it is necessary to find a professional team to assist in the production, and the publisher is responsible for Chen Huiping, president of Hubei Fine Arts Publishing House, said that the "word painting" series of books of the Society combine traditional calligraphy with modern art and urban cultural tourism to showcase urban phenomena. According to the development trend of new media, Hubei Fine Arts Co., Ltd. uses VR technology, combined with APP downloading, and through book page movement, can display the city's core attractions from multiple angles and introduce them. For example, the reader can see three words of “Great World” in Shanghai. After scanning the mobile phone, you can see the text introduction, picture introduction and voice introduction.

Yin Zhiyong, president of Changjiang Literature and Art Publishing House, revealed that the revenue of digital projects accounted for about 3% of the sales revenue of Changjiang Literature and Art Publishing House. In recent years, the agency has launched knowledge services to promote the development of integration, such as increasing the audio and video resources of books, printing two-dimensional codes with books, and expanding the contents of books; packaging all relevant resources of books to generate two-dimensional codes printed on books. Editors often update, from authors, works to readers, three-dimensional presentation of book content; invite authors to reorganize and update fictitious, non-fiction works, develop courses, and promote the audio book platform such as Himalayan. Changjiang Literature and Art Publishing House also focuses on copyright operations, especially in the copyright of audio books, using the advantages of long historical novels, and cooperation with a number of platforms, creating more than 1 million yuan.

According to Xu Dehuan, in recent years, Changjiang Media has exerted its power in online literature, clarifying that the main development of online literary creation is Changjiang Literature Society, Beijing New Century and Changjiang Media Digital Corporation. It has the qualifications and capabilities for multi-dimensional development of publishing, film and television, animation games and so on. In response to IP incubation and copyright transfer of key publishing projects, the Group encourages cooperation and sharing of resources between publishers and digital companies; and promotes the development of online literature by increasing financial support and holding online literature competitions.

“The digital transformation of Zhiyin has three keywords, namely, focus, just-needed and sustainable.” Song Yichao, general manager of Hubei Zhiyin Media Group, explained the magazine “Zhiyin Animation” as an example. The magazine user is positioned as 8-20 years old. Students from the third grade to the university provide the company with secondary products, including comics, books, stationery, stationery, and daily necessities. "This just needs to be judged by our user data analysis. It is something that the target audience needs in real life and may even be addicted. Consumers will continue to consume it repeatedly." Song Yichao said that around the big IP and social interaction platform Digital transformation, more prominent service, hope to help users get the most satisfactory products in the most convenient way. Zhiyin is currently creating an “Anime DNA” project to provide a scene experience for the second-yuan anime fans, intertwined with powder and drainage through online and offline platforms.

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