The Impact of "Web Publishing" on Traditional Publishing Industry
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The Internet, as a revolutionary productivity tool, is best represented in the publishing industry. At the moment, the Internet economy is dazzling, and the Internet and e-commerce are launching a wave of waves that are higher than the waves of traditional media and the traditional economy. For many young people, the "mouse" has replaced books and pens. A person in the US IT industry claimed that 20 years later, books and printing should be sent to the museum, which means to replace books with the Internet. This sounds like a heart rate.
At present, although traditional books represented by paper media still dominate in today's publishing industry, the network is entering the field of book publishing with its rapid development momentum, and the editing, publishing and sales of books are based on the Internet. The online publishing industry has shown its good development momentum, impacting the traditional publishing model, and the traditional publishing industry is facing unprecedented challenges.
First, the concept of network publishing
Online publishing refers to the publishing organization that has the legal publishing qualification, and publishes and sells digital publications through the Internet as a carrier and distribution channel.
Online publishing is the result of the development of Internet technology. It is a relatively paper book (p-Book) is a completely different reading from a book with a picture, a text, or a book that is produced by printing on a paper by a printing machine. As far as foreign discussions are concerned, online publishing generally refers to e-books and print-on-demand (POD).“On-demand printing” has great advantages, which makes zero inventory, personalized customization, cost saving, etc., a reality, and the most natural connection between traditional publications and online publications. For example, Amazon Bookstore provides digital printing services, without the need for plate making, printing and other processes, high printing quality, and a single printing cost is fixed. In China, “on-demand printing” has emerged. For example, Shanghai Century Publishing Group has launched “on-demand printing” business this year, but currently digital printing books are several times more expensive than ordinary printing books. It is estimated that the market will not be too big. Therefore, this article does not discuss "printing on demand" for the time being, only discussing e-books.
Second, the superiority of online publishing
The ups and downs of online publishing is due to some of the advantages of the network itself. More importantly, online publishing has effectively stimulated the weak book market. The use of online publishing can make those who work hard on weekdays without having to go to the bookstore to buy books without leaving their homes to taste the books that suit their tastes. From this perspective, the network is using its own advantages to bring traditional books up. Potential readers in those corners that were not discovered excavated and effectively expanded the publishing market.
Compared with traditional publishing, online publishing has unparalleled advantages in many aspects, such as:
1. save resources
Paper publications consume a lot of forest resources and cause serious environmental pollution. The current online book sale is just a model in the process of online publishing. It has not yet deviated from the traditional physical carrier. However, in the future, online publishing, the final product is e-book, which will completely abandon the traditional model and make it The book is completely downloaded and distributed online, completely realizes paperless publishing, and revolutionizes the form, circulation and settlement methods of publishing, thereby saving social resources and reducing environmental pollution (saving trees, reducing papermaking, printing and transportation processes). Environmental pollution caused by etc.). From this perspective, online publishing will be a true green industry.
2. Publishing and publishing simultaneously
E-books have actually been released in the traditional sense at the same time as online publishing, which makes the real zero inventory become a reality. According to professional analysis, e-book is currently the most suitable commodity for online circulation. It is the hottest selling point of e-book without logistics and inventory.
3. Can avoid out of print
Online publishing makes it easier to publish works with important academic value and cultural accumulation value. No matter how long ago you want to read, you can download it online or order it online. It can be said that online publishing has made publishing a truly unpublished publication.
(Also, the new publishing model of "on-demand printing" not only satisfies readers' habit of reading paper media, but also adds new marketing methods to publishers and bookstores.)
4. Low price
Since online publishing is directly aimed at readers, it reduces the expenditures of some intermediate links such as publishers and bookstores, so that the same content, the cost of watching online or purchasing through the Internet is only 30% to 70% of the purchase of the same paper. %. Because of the cheap price, it is also good for combating piracy.
5. Easy to retrieve
Through the query of keyword words, you can quickly find the required content, and can carry out catalogue and full-text search, making reading more convenient and fast, which is one of the most significant advantages of online books over paper books.
6. Read more freely
Readers don't have to be limited by time and space, no matter where in the world, e-books can be downloaded over the Internet. And with a handheld reader, you can read e-books whenever and wherever, even in environments where there is no light or light, and a reader can store hundreds or more of online publications, reducing The physical space of the reader's book is more convenient to carry.
Third, the status quo of online publishing
1. foreign
On March 14, 2000, the best-selling novelist Stephen King's work "Riding Flying" was published online. This is the first book to be published only in electronic format. It is said that the first day of publication was downloaded 400,000 times. This book created the first page of the history of online publishing, creating a new miracle of online publishing and becoming an explosive news in the Internet field. As a summary of the history of publishing, the true value of this novel is that it completes the experiment of e-book publishing in the full sense. It set off a massive online publishing boom in the United States, and various media rushed to report, making the online publishing market alive.
In May 2000, Bookface of the United States launched a new e-commerce model that allows readers to browse the contents of various magazines, books, records, and even movies for free, while websites, publishers, and authors insert the text before the text. Advertising to earn income. If the reader wants to buy this book, the website can connect it to Amazon and Barnes & Noble online bookstores and charge a commission. When the reader is browsing, the screen only displays the current page, and nothing is saved on the hard disk, so the work is not illegally circulated.
The US Time Warner Company established iPublish.com, an electronic publishing department, with editorial and marketing departments, and organized drafts like traditional publishers. E-books are available for download by readers at a price lower than that of paper hardcover books. iPublish.com has 3 pieces: iRead, iWrite and iLearn, which are responsible for downloading books, manuscript processing and author writing consultation.
After that, Microsoft announced 15 "Stars" with Simon Schuster.
The Trek series of TV novels will be available online at the Barnes Online Bookstore on the portable computer's Microsoft Reader format for free downloads. At the same time, Microsoft has signed a contract with Random House to make Random House's best-selling book "Timeline" into Microsoft. The reading software format is available online at Barnes & Noble's online bookstore. Time Warner will also use Microsoft Reader to publish its work on its iPublish.com website. At one time, Microsoft, the world's software giant, easily became an e-book publisher with its reader technology. The main role.
In July, after the successful launch of his e-book "Flying on the Bomb", Stephen King no longer cooperated with Simon Schuster Publishing Company to publish his own e-book novella "Plant" to make himself a famous writer. Developed to new self-publishers.
At the same time, Lockstream has made significant progress in digital product copyright protection software to ensure that online publishing is safe and reliable. Versaware, which is mainly engaged in electronic publishing, has made great progress in the production of publishers' e-books.
In Japan, in October 1998, more than 130 publishing companies in Japan, including major publishers, formed the Japan E-book Association JEC. There are about 4,500 publishers in Japan, of which 1,000 have their own websites and are or are preparing to publish online.
At the International Book Fair in Frankfurt in October 2000, e-books once again became the focus of the book fair, especially the first "Frankfurt e-book" (Frankfurt e-book)
The establishment and selection of the Awards has aroused widespread concern in the industry and the media.
In Europe and the United States, the development of e-book is gradually becoming standardized. In terms of e-book unified standards, although there is no uniform format, PDF, OEB, HTML and other e-book formats have corresponding markets, but the establishment of OEB provides the possibility of unified format. OEB is an "industry standard" introduced by more than a dozen companies such as the US Department of Commerce and the Standard Technology Institute to unify the file format and standardize the development of the e-book market. Its members include Bertelsmann and Pearson Group. Pearson), McGraw-Hill, Thomson,
Houghton Mifflin, Holtzbrinck and HarperCollins, Adobe, Microsoft, Palm Lnc, Barnes & Noble Lnc, Librivs, Nokia, the US Department of Commerce, the American Institute of Standards and other companies and institutions, the establishment of the OEB will help the formation and promotion of e-book standards, although the emergence of online publishing is only in recent years Things, but from a global perspective, its speed of development is quite amazing. In the United States, where web publishing was first developed, 79% of publishers now have their own websites. Although not all websites are now published online, this number is much higher than the proportion of US companies using websites to sell or promote products online. This shows that in countries where network technology is more mature, the speed of network and publishing is much higher than other industries.
2. domestic
The beginning of foreign network publishing is obviously ahead of the domestic market. How do we learn from foreign experience and avoid the detours they have taken? In Europe and the United States, from the end of 1998 to the beginning of 1999, the focus of the industry on e-books is mainly on handheld readers. Hardware manufacturers hope to promote e-book content and the development of the entire industry through the popularity of readers. In the meantime, readers hope to first read a lot of e-book content online, and then it is possible to buy more expensive (200 to 300 US dollars) readers, so the two sides fell into a stalemate, hindering e- The further development of the book. After all, this is the question of whether "chicken eggs" or "eggs and chickens". PC-based e-book (PC-based) since mid-1999 The concept of e-books is widely accepted, and PCs and notebooks are gradually becoming popular with families and individuals, providing a foundation for PC-based e-book development.
Therefore, for the development of domestic e-books, we must avoid detours and truly solve the problem of “chicken and eggs”. We should use e-book content as the core element to influence the development of the whole industry, so that readers can participate in the industry extensively. Can truly mobilize the core strength of the e-book industry.
The traditional publishing industry has a unique advantage in the provision of e-book content. However, in China, online publishing has just started, and publishers are more interested in online publishing, but there are fewer practical actions. Although dozens of publishers have established their own websites, most of them are stuck in the publication of book information, online promotion or mail-order books, etc., but also can not talk about online publishing and e-commerce.
The publishing house, which is more representative of online publishing, is the first to promote Liaoning Publishing Group. On August 31, 2000, Liaoning Publishing Group teamed up with Qintong Company, a high-tech listed company in the United States, to launch the first generation of Chinese e-books, becoming the first publishing group in China to enter the e-book publishing industry. Liaoning Publishing Group actually launched a reader called “Handheld Study Room”. Through the Chinese e-book network, readers can directly download the first 5,000 kinds of e-books. Books that are paid for download can be stored in their own “handheld study room”. The next time you read, you can go to your “handheld study room” to read the book.
At present, there are more network companies engaged in or actively promoting online publishing. For example, Bogu.com, a book professional website that serves Chinese readers, authors, publishers, and the media or industry, is the first to experiment with its exclusive 10 e-books and hundreds of e-books signed by writers. Among them, the e-books of the contracted writers are all free to download, and the 10 e-books exclusively launched in the first week (August 22 to August 29, 2000) are free to download, one week later (after August 30), the experimental fee download. Attempts to e-books of this scale have no precedent in the Chinese publishing world.
The Peking University Founder Company, which once said goodbye to lead and fire and greet light and electricity, has made a major technological breakthrough in the field of online publishing.
In August 2000, Peking University Founder first launched a network publishing overall solution. This is a network publishing platform based on the Founder Apabi system. Peking University Founder calls it “1+2”, which means “1 administrator, 20,000 yuan invested, and easy to enter the online publishing e-book”. Using the system platform, the publisher has two modes to choose from: First, use Founder The Apabi system makes the e-books, and then uploads the e-books to Peking University Founder's website. The so-called hardware and software use the Peking University Founder model. In this mode, the publisher only needs to pay 20,000 yuan per year (Founder Apabi system rental fee and web server usage fee). Second, use the Founder Apabi system to make e-books, and then upload the e-books to the publisher's own website, the so-called software using Peking University Founder's model. In this mode, the publisher only needs to pay 15,000 yuan per year (Founder
Apabi system rental fee).
Based on the Founder's Apabi system, many domestic publishers have gradually stepped into the field of online publishing. Higher Education Press, Peking University Press, Electronic Industry Press, Tsinghua University Press, Fudan University Press, People's Posts and Telecommunications Press, People's Education Press, China Electric Power Press, China Building Industry Press, Beijing University of Aeronautics and Astronautics Publishers and other publishing houses have successively formed strategic partnerships with Peking University Founder to jointly promote online publishing.
In addition, e-books are also attractive to some well-known domestic portals. Sohu.com plans to conduct research on each province's publishing units one by one, and strive to become the most comprehensive domestic e-book business website. Its operation method is to use the commission method to make a commission ratio for the e-book transactions completed on its website server. Similarly, there are Dangdang online bookstores and so on. These well-known websites are in contact with Peking University Founder for technical cooperation.
Fourth, the necessity and feasibility analysis of traditional publishing industry involved in network publishing Computers and the Internet are revolutions in the way they create, edit, print, publish, distribute, and read. It bids farewell to the way paper and pen are created and edited. The author's work is either delivered in platter form or submitted directly online. The publishing house handles the manuscripts, all of which are operated on a computer. The editing and proofreading are combined into one. The review and the review are also performed on the computer. If it is a paper publication, the publisher will post the paper after it is finalized, or it will be published on the platter, or online with the printing house. If it is a web publishing, just click a few times with the mouse and everything will be finished. Network publishing integrates traditional publishing, printing, and distribution into one. The completion of editing work is the completion of printing and publishing, warehousing, shipping and other distribution work. Online publishing will be a new publishing model that is efficient, fast and energy efficient.
The new industrial revolutionary storm of online publishing is a serious challenge for the traditional publishing industry, and a once-in-a-lifetime opportunity for transformation and development. If you are self-sufficient and turn a blind eye, you will surely sink in the wind and waves; fight hard, be determined to make progress, and be able to overcome difficulties and reach the other side. Now or never. Winning the victory of this revolution is the historical mission entrusted to us by the times.
As we all know, content is a very important issue in the book industry, an important link. How to find and process useful content information? The most readily available and richest content is published in traditional publications, and a large number of books and newspapers are published every day. There are more than 500 publishing houses in China, more than 2,000 newspapers, and about 8,000 magazines. China is a big publishing country. The traditional publishing content covers all disciplines and fields. This is the largest source of information at present. Therefore, making full use of existing traditional media resources is much more efficient than rebuilding digital content. How to effectively use these resources and re-process these resources for e-books in order to participate in the network publishing industry at low cost is a problem that the traditional publishing industry needs to consider.
1. Market analysis
According to the survey report released by China Internet Network Center (CNNIC) in July 2000, news is the most important service for Internet users in mainland China to choose online, while “search for e-books” ranks third, accounting for 45.99%; In the survey of "satisfactory places", the first place is "too few electronic books", accounting for 35.17%. Although there is currently no authority on the statistics of the online publishing market, it can be seen from these two data that the market prospects of online publishing in China are quite bright.
The conservative number of Chinese netizens is estimated to have exceeded 20 million. According to the ratio of 45.99%, there should be a consumer market of 9 million. If the network publishing in the current domestic and international is still in its embryonic stage, a sound network publishing system will be established and the market will be occupied, which will yield rich returns in the next 3 to 5 years.
2. Main advantage
The traditional publishing house touches the net and establishes a network publishing system. The main advantages are reflected in the following aspects:
(1) The information source is rich. The publisher has a wide range of authors and a large database of content that has been published. Therefore, the biggest advantage of developing web publishing is that the original material can be obtained at low cost and convenience, which is equivalent to reducing the cost of raw materials.
(2) Mature customer base. The end users of the publishing house are involved in various fields of science, engineering, agriculture and medicine. They have education, literary and art circles, and ordinary people. They have certain spending power and do not exclude new reading methods.
(3) Edit talent resources. Online publishing is an extension of traditional publishing on the Internet. End users (readers) still need to use reading to digest electronic content. This is no different from ordinary publishing. Therefore, talents with rich experience in traditional publishing industry are engaged in online publishing. A big advantage.
(4) Strong support from the publishing house. Using online publishing, publishers can conduct secondary development of published books, thus forming new economic growth points, and thus will strongly support e-books.
3. Problem
Online publishing involves policies, regulations, content production, network security, electronic payment, marketing and other aspects. Traditional publishing houses have established online publishing systems. The main problems are:
(1) The laws, policies and measures of current publishing management are no longer suitable for the needs of the development of the situation. Even the basic legal terms of publication, such as "publishing", "publication", "publisher", "copyright", "copyright", "infringement", "plagiarism", etc., have undergone major changes and must be redefined. It is imperative to formulate, revise and adjust existing laws, policies and measures, especially to rectify the order of online publishing.
(2) Lack of computer and network technology talents and equipment. On the one hand, the publishing house lacks specialized network technology talents to establish and maintain a network publishing platform. On the other hand, the popularity of computer operations in the publishing industry in China is relatively low, and the traditional operation method of one piece of paper and one pen still dominates. This is the case. First, due to outdated ideas and aging knowledge; second, lack of funds and lack of investment; third, the competent authorities have no plans, no indicators, no requirements, and let go.
(3) Traditional reading habits affect the appeal of electronic content. Some experts believe that the angle, the distance, and the dim light of human reading books are formed in the continuous development and evolution of thousands of years. Therefore, it is difficult to change people's reading habits.
Moreover, e-books are books that are not directly readable, unlike paper books that can receive information directly from human senses, which require expensive computer equipment and a specific reader or key to read.
(4) The concept of “network free” is prevalent. If you provide e-books for free, I believe there is a lot of traffic. But if you need to pay, most visitors will lose.
4. technology
The development of China's online publishing industry is still at a very important stage, which is the development of technology. Peking University Founder has completed Apabi- from author to publisher, to e-commerce website, to readers.
E-book solutions, including reading and copyright technology solutions. The five letters in Apabi represent Author, Press, Artery, Buyer, Internet, ie author, publisher, online bookstore (channel), reader (purchaser), Internet, integrated to understand, that is, the Internet as a link. Linking traditionally published supply chains, and e-Book is an essential element throughout the supply chain.
Apabi's overall solution aims to protect the common interests of authors, publishers, online bookstores, and readers. It provides e-books from processing to data format (CEB), uploading to online bookstores, sales statistics, and downloading e-books to readers. Read and other full process solutions. The program includes Apabi Maker, an e-book data format creation tool, Apabi Publish Server and Apabi Retail Server, which are provided to publishers and online bookstores, and Apabi Reader, a reader browsing software. The whole software integrates the needs of authors, publishers, online bookstores and readers, providing technical support for the development and popularization of e-books.
For the digital copyright protection issue of concern, Peking University Founder's Apabi solution uses high-tech encryption technology to prevent illegal copying and prevent illegal distribution of e-book content. In the PC-based solution, if the reader downloads a copy E-book can only be read on a PC or laptop that downloads e-book (hardware encryption when downloading), can not be copied to a floppy disk or other computer to read, if you want to download the e-book If you borrow or give it to a friend, you will not be able to read it again. In terms of sales statistics, Apabi provides accurate e-book sales statistics tools to provide a basis for business contacts between publishers, wholesalers and online bookstores.
Therefore, for traditional publishers who want to participate in network publishing at low cost, it is feasible in technical and economic aspects to cooperate with Peking Founder in the form of ASP, License, and lease.
5. development strategy
In view of the current sluggish network economy, the external objective conditions of relatively difficult domestic network payment, and the internal conditions of modern information technology and management methods of most domestic publishing houses, the development of online publishing should adopt the strategy of “system thinking, step by step”. Utilize the original publishing resources, reputation and customer base of the publishing house, gradually increase investment according to market conditions and their own conditions, enter the market, cultivate the market and occupy the market under the premise of minimizing risks.
Domestic publishers often have higher enthusiasm for website construction than internal information construction, which is not appropriate. The publishing house should organize network publishing. It should combine the construction of the website, the network publishing and the internal informationization construction from its own actual situation. The network publishing should be incorporated into the big idea of integrating the publishing management information system, using computer and network technology. Re-integration and transformation of traditional publishing business, while improving internal information construction, gradually expand network business and develop network publishing.
Through online publishing, reducing logistics, printing costs, and reducing sales prices are the result of common benefits for authors, readers, and publishers. At the same time, through such an attempt, problems that may arise in the network publishing mode can be found, so that there is less detour in the future promotion in a large scale.
6. Process
(1) Prepare raw materials.
Currently, the key issue in producing digital content for web publishing is how to turn traditional books into electronic documents. A shortcut to obtaining raw materials for digital content is to use the electronic documentation of the publisher directly. At present, the major domestic publishing houses have realized computer typesetting, which can provide original text documents and pictures very conveniently. Therefore, the publishing house should actively organize the electronic documents of the original and current book resources, and do a good job of sorting and storing digital resources.
In addition, the main way to digitize traditional books is to scan. Peking University Founder has developed a complete set of application systems suitable for web publishing, and Beijing Shusheng Company can also provide "high fidelity" digital solutions. Adobe is also adapting to the trend of web publishing and developing a complete solution for e-paper. These technologies can be used to convert traditional paper content into digital content of different formats for readers to download and read.
In addition, while focusing on the digital publishing of paper books, the development of new e-book varieties should also be carried out. It is also one of the ways to enrich raw materials through online drafting and collecting online electronic content.
(2) Digital copyright signing.
When the publisher signs the copyright of the book, it should pay attention to the electronic copyright (network communication right) of each book. The copyright of the contract should include digital copyright as much as possible, and the circulation of the electronic book on the Internet is legally prepared. For published books, consideration should be given to supplementing the digital copyright with the author.
(3) Material processing.
Once the original material is obtained, the web publisher needs to process the raw materials according to a pre-defined final document format. If the final document is in PDF format, Adobe products must be used to process the raw materials. At present, PDF is the mainstream format of online publishing, and it is in a leading position in Europe, America, Hong Kong and Taiwan. If you are using Founder's Apabi, you will need to make an e-book data format file with Apabi Maker.
(4) Issuance.
The e-book is distributed online for downloading. After the digital content is created, it will be sent to the reader through the online payment and download method.
The channel for this release is very important. The channel is the marketing of digital production. For the current publishing house, it is unwise to conduct e-book paid download and online payment on the website. The advertising, website promotion, online payment system establishment and maintenance costs It is quite high, and it is more reasonable to ask the professional network company to act as the agent for the paid download and regular settlement of e-book. For example, Boku (China), the first online company in China to operate e-books, has been committed to the production and sales of online Chinese e-books, and has done long-term technology research and development and business practices around commercial positioning. Book sales, network security, digital copyright protection and settlement should have a high degree of credibility, and the cooperation of publishers should be a better choice. The issuance of e-book by Shanghai Science and Technology Press was carried out in cooperation with network companies such as Boku and Netease, and achieved good results.
7. budget
The establishment of a network publishing system mainly involves the following fees:
(1) The cost of computer software and hardware systems. This includes the cost of renting a Founder software platform, the cost of editing a computer, scanner, and other devices that make e-books, the cost of a website data server, and the possible generation of LAN servers and network components.
(2) The cost of obtaining the original material.
(3) Employee salary.
(4) Other expenses.