What is the most popular trump card of digital pub

2022-07-31
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What is the "trump card" of digital publishing

at the crossroads of digital transformation, publishers must walk out of misunderstanding. The value of digital publishing does not necessarily lie in copyright, but in channels and services. Once the trump card is found, the publishing industry will be enlightened, and the digital players who want to reach the essence of the new national standard in the competitive pattern will be completely defeated, so as to firmly grasp the end users

Ruan Ling

deputy general manager of times roaming company of Anhui Publishing Group

on the iBooks digital platform, ePub format e-books are like rows of sealed book cans on the shelf. They look beautiful and are accessible. Apple iPad, Amazon Kindle and other new media device terminals and their application platforms have simulated the paper form and authorization mode of books to the greatest extent. Publishers are very used to this game and have many followers

however, the true meaning of digital publishing may be misunderstood by our industry

in fact, there is a wrong war between digital reading and paper reading. In essence, both of them are looking for content solutions. This contest is not a zero sum game. The real benefits of digitalization do not necessarily lie in copyright, but in channels and services. Once publishers find that trump card, it will release a lot of value and profoundly change the industrial ecology. We still can't see the real and unknown value of e-books because we neither understand the Internet environment nor forget the original nature of publishing

the winning logic of digital publishing

the winning logic of digital players is user centered rather than product centered; Focus on openness and sharing, user experience and personalized needs

we might as well have a close contact with the Internet, without any prejudice and vigilance, and analyze what we are not used to in the digital shuffle

openness and sharing are the necessary rules of the game for almost all cloud media platforms

there are many examples to cite, such as Huffington Post (American political blog station) and aifaner (a niche information station of thumb technology in China). Digital players are never stingy, open and share. They are very good at managing communities and reducing the access threshold of the content supply chain. All information is not transmitted from top to bottom, but shared based on Web2.0. The converged community is more like a setter or publishing, Thus, a large amount of water vapor is accumulated to form clouds

after the successful creation of the community, digital players do not build sieges or take all, but often encourage and invite others to develop on their own territory. Once the sleeping data is opened to the outside world (sometimes selectively), a large number of values will be released

twitter is just a micro blog in the form of pages. Its vitality lies in opening the API (application programming port) and stimulating the enthusiasm of third parties to create. In this way, other service providers (such as interactive games) can build target customer groups from twitter, search content and analyze data. Now, more than half of the traffic in the twitter community comes from third-party applications; Apple is undoubtedly a big winner of moderate openness. It has released application development kits (SDKs) for iTouch, iPhone and iPad for free download. Apple's application software store has attracted countless heroes to compete. Thousands of developers have provided them with content and application tools to maximize the value of the platform

paying high attention to user experience and personalized needs is another rule of digital survival

in the eyes of network competitors, content is data. There is no absolutely fixed paradigm and packaging. Whether it is milk or red wine, it should be packed into the most appropriate container according to people's personalized needs and use experience. There are many possibilities for solutions

the winning logic of digital players is user centric, not product centric. For example, Amazon metadata all books, paste the book number label, indicate the URL, select the wonderful chapters, experts and friends' comments, all of which are to subtract the user's search, and the rest is just a click of the mouse. Finding the content is only the first step. In addition to providing metadata and search engines, network experts also pay attention to data analysis. For example, the InDesign digital content publishing toolkit recently launched by adobe is mainly used to produce publications on tablets. The omniture analysis technology can measure and track user behavior, and even let publishers know how long readers stay in a chapter

competitors have also found a revolutionary way of social reading. Perhaps you are tired of skipping around n stations every day, or repeatedly refreshing your friends' blogs to view updates. After installing RSS readers such as fresh fruit and shrimp catching, you will no longer have to go back and forth on the Internet. You can automatically push these contents to yourself at the first time

flipboard has taken another big step on this basis. It is a free iPad application. It grabs URL seeds on social sharing media such as Facebook and twitter, integrates the essence of relevant content, and presents it to readers in the form of magazine reading. Open the cover of this social magazine, and you can choose or add modules such as BBC, lonely planet, National Geographic magazine, etc. by yourself. An automatically typesetting inner page of the magazine is displayed in front of you, and the text, photos, videos, address links, etc. are directly opened

this kind of real-time publishing, automatic content generation and personalized social media is quite different from the traditional way of electronic content of newspapers and magazines

return to the original attribute of publishing

providing readers with content solutions is the original attribute of publishing. The digitization of books must go beyond the level of paper imitation

today, few people in the whole publishing industry have jumped out of the framework and thoroughly reflected on the industry destiny in the digital transformation period. Based on the above analysis, if we still understand digital publishing as only ePub format e-books, like the original book cans of the publishing house, and move them to the shelves of apple iBooks and mobile Dreambook city for readers to download with various devices, it would be too superficial. Publishers forget the original nature of publishing to provide readers with content solutions, and paper books are only one of them. In the Internet era, the digitalization of books must go beyond the level of imitation paper. It is far from enough to compete with digital players with conventional thinking and backward technical tools

as a container, books must be broken. A book is just a set of data, with fixed data structure, metadata and design. The inner page is locked between the front cover and the back cover. It has no URL, no deep link, and no cross text search. For example, it is difficult to search and aggregate corresponding books, let alone chapters, even in the directory of the same publishing house, in addition to memory

traditional publishing mainly focuses on products rather than users. Personalized content consumption and reading experience are ignored. In the past, readers' needs were defined through the container type of books, but readers often do not look for a specific product, but for an answer, inspiration, excitement and solution, and their personalized needs can not be met immediately; As for user experience, printed books are a top-down communication mode. Reading is not only a process of passive acceptance by readers, but also a lonely experience of squeezing out the jacket

the whole industry is extensive in data analysis, lacking technical tools, and empiricism has become a kind of dogma. In the process of grinding from apprentice to master, publishers are unlikely to frequently patch the product form, and it is difficult to upgrade and revise the version. In other words, a paper version of Sanlian Life Weekly may be the same for the past 10 years before the digital transformation. In addition, by inheriting the century old licensing model, publishers choose to avoid the rules of the game of openness and sharing. In the era when cloud publishing models have sprung up in the rush of the people, the traditional publishing industry is almost speechless collectively. In order to keep their territory, they constantly rub shoulders with digital competitors because of infringement

in essence, the publishing business does not sell content, but a content solution to help readers find the content they need most quickly and accurately, help authors find suitable containers for their copyrighted content, and achieve the extension of more channels. Among the many content solutions imaginable today and in the future, printed books are only one of them. Digital technology has brought more imagination space to publishers. All links of the industrial chain will surpass the past. However, we are not used to this method for the time being and dare not use it effectively

breakthrough products hold on to users

with the help of capital power and technical tools, the publishing house has changed from a bookseller to a content service provider based on technology and Internet, so as to hold on to end users with breakthrough products

please make a bold assumption. Wangbin, President of CITIC press, or Qin Shuo, general manager of first financial media, positioned the direction of digital transformation on the community-based reading platform, and gradually established a complete terminal, content, application software and payment system

at the beginning, it was always hard to break up all the paper and book contents, add other multimedia materials such as photos, videos, recordings and hyperlinks that could not be accommodated at the beginning, re aggregate them in the form suitable for digital channels, and deeply process them into metadata such as labels, which can provide readers with content services such as search, professional filtering and personalized push. In this process, we should have the courage to break the traditional publishing paradigm, and the technical logic and logic should be perfectly combined. Everything should start from the user experience

the formation of cloud should also be realistic, uphold the spirit of openness and sharing, and reduce the threshold of giving full play to the advantageous content supply chain of Linzhou auto parts industry. The water vapor gathered into the cloud is not necessarily the authorized work of financial experts. As long as it is insightful, it can become the content of cloud publishing

openness and sharing mean the release of more values. In the period of digital transformation, the old authorization mode needs to be innovated. Publishers should have the courage to extend the service life of instruments and become API providers. They should learn from Google map or Apple App store and selectively open data, so that more people can carry out in-depth development on the basis of massive professional data and loyal fan groups of SINOSURE or first finance without authorization. Once the sleeping financial data is activated by various application tools, Will become an inexhaustible gold mine

in the contest of digital reading, publishers may not be willing to take the lead. Compared with those technology giants, we may know more about the essence of publishing and be more familiar with the personalized needs and reading experience of readers. Digital players use machines to grab content or study reading preferences, while the professional services provided by publishing houses may be more humanized, and the digital transformation does not degrade people's value. This is also the reason why the app store launched by Amazon not long ago has been recognized by more users in terms of humanized services

today, the reading market has been shuffled again and again by competitors. With the change of social generations, digital aborigines will gradually expand into mainstream readers. Smaller and more agile emerging digital publishing companies have

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