First, the concept of online publishing
Definition of ePublishing: The process of disseminating digital content through the Internet is called web publishing. The complete web publishing process consists of three phases: obtaining raw materials, producing digital content and disseminating digital content, and earning revenue by providing digital copies of content at a fee.
Web publishing is a web-based publishing and distribution method. Compared to traditional publishing, the advantages of online publishing are:
1, the use of resources. Internet publishing does not require paper or ink, and is purely electronic, environmentally friendly, and green.
2, logistics. Web publishing does not require transportation, inventory, logistics costs, and inventory is always sufficient.
3, processing and production. The correction, revision, and revision of the digital content published on the Internet are as easy as ones, and there is no need for repetitive filming, proofing, output, binding, and other tedious processes. For short-run and almost out-of-print books, the networked publishing and distribution methods are more practical and feasible.
Since Internet publishing uses the Internet as a transmission medium and does not provide a paper carrier, readers are required to have hardware devices such as a computer or a PDA. At the same time, due to the limitations of the accuracy of the display screen and the damage to the eyesight, it has hindered the popularization of digital books to some extent.
Second, the process of online publishing
At present, the key issue in producing digital content for online publishing is how to convert traditional readings into electronic documents. According to statistics, China already has more than 3,000 official newspapers and about 8,000 magazines. It publishes more than 100,000 magazines, books and newspapers every year. Therefore, making full use of existing traditional media resources is much more efficient than rebuilding digital content.
The main way to digitize traditional books is to scan. Beijing University Founder has developed a complete set of application systems that are suitable for web publishing. Beijing Scholars can also provide "high fidelity" digital solutions. Adobe also adapts to the trend of web publishing and develops ePaper's full suite of solutions. Using these technologies, traditional paper content can be converted into digital content in different formats for readers to download and read.
Another way to obtain raw materials for digital content is to use the publisher’s electronic documents directly. At present, major publishing houses in China have implemented computer typesetting and can provide original text documents and pictures very conveniently.
In addition, online submission and collection of online electronic content is also one of the ways to enrich raw materials.
After obtaining the raw materials, online publishers need to process the raw materials according to the finalized final document format. If the final document is in PDF format, you need to use Adobe's software to process the raw materials. At present, PDF is the mainstream format for online publishing, and is dominant in Europe, America, Hong Kong, and Taiwan.
The experimental online publishing sites currently appearing in China, such as bbook.net, use self-developed reading software, and personal websites (there are piracy phenomena) eshunet.com “e Book Space Time†uses executable files created through Web Compiler. These methods should not be The mainstream of web publishing in the future.
After the digital content is created, it will be delivered to the reader through paid download. Of course, burning a CD is also a feasible method, but this method is contrary to the original intention of network publishing, involving the cost of logistics, media materials, excluded from this report.
Therefore, the entire web publishing process is:
Prepare raw materials - material processing - generate final documents - Internet pay download
Third, market analysis
Online publishing is favored by domestic and foreign publishers for its unique superiority. Time Warner will officially launch iPulish.com, a web publishing site in March of this year. Hong Kong Dizhi Culture Publishing Co., Ltd. has established its online “ebook†sales site digiebooks.com, and has collaborated with Taiwan’s Yuanliu Publishing Company to launch a digital information platform. Although domestic publishers have not formally involved in online publishing, they all stated that “If the investment is not too great, the risk is not too high, or is willing to give it a try†(taken from the Beijing Salon Co.'s IT salon record held in Zhongguancun).
According to a survey report issued by the China Internet Network Center (CNNIC) in July 2000, news is the most important service for Internet users in mainland China to choose on the Internet, and “find e-books†ranked third, accounting for 45.99%; In the survey of satisfactory places, the first place was "too few electronic books", accounting for 35.17%. Although there is no authoritative organization's statistics on the online publishing market, it can be seen from these two data that the market prospect of online publishing in China is quite bright.
However, currently the most influential bookstore (bookoo.com) in the sales of e-books, the sales of paid downloads are quite low. The company revealed that free reading books can reach 400,000 downloads, but the paid download data "embarrassed to announce." This also reflects to some extent the current slump in the online publishing consumer market.
In contrast to Baku, Steven King, an American writer, earned 40 million U.S. dollars in revenue by issuing the first online fiction, Riding On Bullet, which is 40 times the revenue (royalty) of traditional publishing methods. The reasons for its success, making full use of the existing reputation, reducing advertising, market costs, should occupy a very important component.
The conservative estimate of the number of Chinese netizens has now exceeded 20 million. According to the ratio of 45.99%, there should be a consumer market of 9 million people. If online publishing is still in its infancy at the present domestic and international level, a well-established network publishing system will be established to occupy the market, and it will be rewarded in the next 3-5 years.
Fourth, the development strategy
In view of the general economic downturn in the current Internet economy and the relatively difficult objective conditions for domestic network payment, the development of online publishing should adopt the strategy of “taking the old generation to the new, step by step†to use the original reputation and customer base of the publishing house and gradually increase the investment according to the market conditions. , Enter the market, cultivate the market, and occupy the market on the premise of minimizing risks.
Traditional publishing houses have formed a huge source of information, distribution, and consumption in many years of operation. The publishing house is to organize online publishing. The most suitable experiment is its own old customers, including authors, bookstores, and readers. The purpose of doing so is to reduce early advertising investment and reduce risk. Publishing through the Internet, reducing logistics, printing costs, and reducing sales prices are the result of common benefits for authors, readers, and publishers. At the same time, through this attempt, problems that may arise in the network publishing model may be discovered, so that the future promotion of large-scale detours.
In view of the difficulties in network payment, membership is a feasible solution. At present, the cost of downloading a book is between 1-5 yuan. After the membership system is implemented, the 100 yuan prepayment can be used multiple times to facilitate readers' purchase. In addition, domestic online payment is developing very fast. At present, the nationwide online payment method has been China Merchants Bank’s China Netcom, BOC’s e-wallet, credit card, etc. Shanghai has opened Pudong Development Bank’s Oriental Card and passbook online payment. To be sure, online payments will not be an obstacle to online publishing.
V. Main advantages
Traditional enterprises and institutions (publishers) touch the net and establish a network publishing system. The main advantages are reflected in the following aspects.
1) Rich sources. The publisher has a wide range of authors and also has a huge database of published content. Therefore, the biggest advantage of developing online publishing is that raw materials can be obtained at low cost and in a convenient manner, which is equivalent to reducing raw material costs.
2) Mature customer base. The end-users of publishing houses involve all walks of life, education, literary and art circles, general populations, etc. They have certain spending power and do not reject new reading methods.
3) Edit talent resources. Internet publishing is an extension of traditional publishing on the Internet. End-users (readers) still need to use reading methods to digest electronic content. This is no different from ordinary publishing. Therefore, talents with rich experience in traditional publishing industry are engaged in network publishing. A big advantage.
4) Press support.
Sixth, the main issues
Web publishing involves content creation, network security, electronic payment, marketing, and other aspects. The traditional publishing house establishes a network publishing system. The main problems are:
1) There is a shortage of network and computer technicians. Publishers lack specialized network technology personnel to establish and maintain an online publishing platform. As the only window for paid downloads, the platform is a crucial source of revenue. Therefore, it is very important to design an efficient and stable software and hardware system. In addition, cybersecurity issues will also affect the sales of online publishing. A considerable number of Internet users have given up on online payments for fear of data leakage.
2) Traditional reading habits affect the attractiveness of electronic content. Some experts believe that the angles of human reading books, distances, and the bleakness of light are formed during the continuous evolution of thousands of years. Therefore, it is difficult to change people's reading habits.
3) The concept of "free of charge on the Internet" is prevalent. If you provide e-books for free, I believe there is a lot of traffic. But if you need to charge, most visitors will lose.
Seventh, budget analysis
The establishment of a network publishing system mainly involves the following costs:
1) The cost of computer software and hardware systems, including the system for editing and producing electronic content, web site data servers, and possibly generated LAN servers and network components.
2) Get the cost of the original material.
3) Marketing expenses.
4) Staff salary.
5) Other expenses.
Eight, profit outlook
The following are predictions made by the online publishing industry in early 2000:
In 2000, the leader of the global Chinese publishing software, Beijing University Founder launched the APABI Chinese network publishing overall solution, some domestic and foreign publishers began to try e-books.
In 2001, most publishers and online bookstores will begin e-book business.
In 2002, electronic textbooks and e-schoolbags began to be accepted in a few large cities such as Beijing.
In 2003, due to the improvement of technology, the e-books on the screen will feel very clear and comfortable.
In 2004, "your books" became the new darling of the publishing world and provided individuals with personalized books through electronic means.
In 2006, having a handheld reader became fashionable.
In 2008, you can buy e-books everywhere.
In 2015, half of the library's new books were e-books.
In 2020, sales of e-books exceed traditional molecular books.
In 2030, e-books will fully exceed traditional books
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