Analysis of the status quo and future development of on-demand publishing

Opportunities and Challenges Faced by China's Publishing Industry

1. The status quo of China's publishing industry

(1) The reform of the publishing unit continued to be carried out in depth, and the industrial integration continued to deepen.

In the process of the publishers being gradually introduced to the market, it also brings rare development opportunities to the publishing industry, but some enterprises lacking market awareness and competitiveness are at risk of bankruptcy and bankruptcy.

(2) The inventory is serious, the issuance cost increases, and the profit declines.

According to relevant data, in 2007, the national Xinhua Bookstore system and the publishing house self-issued the units to sell 6.313 billion copies of books, with sales of 51.262 billion yuan, and 4.728 billion books at the end of the year, the inventory amount was 56.59 billion yuan, and the inventory amount exceeded pure sales. The amount is a serious problem facing our publishing industry. Such a large inventory occupies a large amount of funds from the publishing house, resulting in a poor flow of cash flow, while increasing the cost of issuance and lowering profits.

(3) Most of the published output value and profits come from teaching materials and supplementary publications.

In the publishing industry's output value and profits, the proportion of textbooks in all books exceeds 50%. In 2007, the ratio of total prints of general books and textbooks in China was 47:53. The proportion of education publishing profits in the entire publishing profit is too high, and the imbalance of industrial structure has become a prominent problem in China's publishing industry.

However, China's free textbook recycling system for some subjects has been launched, which means that some policy-based publishing and distribution models will continue when some publishers and Xinhua Bookstores with educational products as their main source of income continue to survive. Fundamental changes.

(4) Transformation of the “industry” of the publishing industry

The development and popularization of digital technology and network technology, as well as the development of various digital terminals such as mobile phones and e-books, have gradually changed the reading habits of the people. The fifth national reading survey report shows that the Internet reading rate has reached 44.9%. Close to 48.8% of book reading rates. Emerging publishing methods such as digital publishing , online publishing, and mobile publishing have presented enormous challenges to the traditional publishing industry. The risk of “transformation” is highlighted.

2. Traditional publishing Printing method "three sins"

Traditional printing is mainly characterized by batch copying. The larger the batch size, the lower the marginal cost, which provides the most important technical prerequisites and economic feasibility for the rise of the mass content industry. However, due to the cost rigidity of traditional printing, small batch reproduction has always faced an insurmountable economic cost.

Combined with the current stage of information transmission and economic development, traditional publishing and printing methods will mainly face three problems.

(1) An average of 55% of the more than 100,000 new books published in China each year have become out-of-print books, and they have withdrawn from the circulation field, resulting in great waste of content resources.

(2) The niche content cannot be published and disseminated due to the consideration of economic costs, which makes high-end technology and elite culture abandoned. We have a lot of valuable academic works. There may be only a very small number of people in the world who need to read and learn, but it is very important for economic and technological development. Due to the existence of traditional publishing forms, some of our publishing organizations are reluctant to publish such books, and our traditional publishing methods have abandoned the important technical role of elite culture.

(3) “Printing volume” caused some books to be forced to print more, resulting in long-term occupation of inventory and waste of resources.

3. Future publishing format thinking

Based on the problems of the traditional publishing model, where should we go in the future? We also think about the future publishing format.

At present, the integration and development of various media has become the trend of the times, and will form a "three-dimensional" release mode with content resources as the core. However, in this "stereo" publishing model, mass printing and copying is still the main subject, and emerging publishing methods such as on-demand publishing, digital publishing, online publishing, and mobile publishing will become important supplements. It is particularly noteworthy that the business model for on-demand publishing is one of the few emerging publishing methods that has been proven to have a chance to succeed, so it deserves special attention. At the same time, we also believe that on-demand publishing and printing is the beginning of the digitalization of traditional content. The launch of this function is not contradictory with online publishing, mobile publishing, and e-book publishing. In the end, it will be digital and networked. On the platform.

How to recognize on-demand publishing and on-demand printing

Before discussing on-demand publishing, we must first clarify the concept of on-demand publishing. Broadly speaking, on-demand publishing refers to on-demand printing of paper products such as books, newspapers and periodicals, as well as digital audio-visual products, electronic publications and online publishing. In a narrow sense, on-demand publishing refers to the establishment of digital information. On the basis of long-distance transmission and high-density storage of digital information, the technology of directly printing digital books into printed text by computer and its digital printing system can also be called book on demand (BOD).

1. Opportunity to publish on demand

(1) Maximizing content efficiency

On-demand publishing is conducive to the transformation of the business model of traditional book publishing units. It can solve the ills of the book publishing industry to a certain extent: inventory, return risk, payment settlement and other issues. In the future, it will also be possible to provide solutions to the timeliness of newspapers and periodicals in remote areas.

(2) Reduce publishing costs and increase sales profit

For publishers, on-demand publishing means simplicity, low investment and no risk. For copyright owners, on-demand publishing completely breaks the limit of the book's "minimum number of prints", and can keep books from being out of stock and out of print, so that more readers can understand and get the books they need.

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