Digital transformation of the hottest publishing i

Publishing industry: digital transformation is imperative, content advantages should be paid attention to

nowadays, digitalization has become a global wave, and many foreign multinational publishing groups have done well. According to statistics, in 2011, the digital publishing business of the world's six major publishing groups increased significantly, and its revenue has accounted for 20% to 30% of the group's total revenue. In China, a large number of publishing groups, such as China Publishing Group, higher education publishing house and Commercial Press, have been involved in digital publishing, but on the whole, the proportion of digital publishing revenue of traditional publishing houses in the total revenue is still at a low level. Facing the digital tide, how to carry out the digital transformation of traditional publishing houses is the focus of discussion at the International Publishing Forum at this year's Expo

digital transformation is imperative

in recent years, China's digital publishing industry has grown rapidly and has become a strategic emerging industry of China's publishing industry. In 2011, the total annual revenue of China's digital publishing industry reached 137.788 billion yuan, an increase of 31% year-on-year. The average growth rate of digital newspapers, digital academic journals, digital books and literature, and game animation publishing has exceeded 25%. In digital publishing, the content industry has made great progress. Liu Binjie, director of the General Administration of publishing, pointed out at the International Publishing Forum

the continuous innovation and reform of communication technology, the changes of readers' needs and reading environment, constantly promote the industrial structure adjustment and development mode update of the publishing industry. Automatically collect plastic bags above the Forum; On the other hand, we learned that digital publishing is booming all over the world, and traditional publishing institutions are accelerating their transformation to digitalization in mergers and acquisitions. In 2011, there were 225 mergers and acquisitions in the German publishing industry, which made more and more traditional publishing institutions willing to invest more capital and energy in e-book publishing. April, 2011, Simon? Schuster, Penguin Group and ashett implemented the alliance action and jointly invested in the establishment of a new station. In March this year, Encyclopedia Britannica, which has a history of 244 years, announced that it would stop printing and become a creator of digital learning products. In addition, Google, Microsoft, Yahoo and other large foreign IT companies have successively intervened in the field of digital publishing, and apple, Amazon and other enterprises have expanded to the upstream and downstream of the industrial chain

in China, traditional publishing groups and institutions continue to make digital transformation. Recently, China Publishing Group Corporation officially positioned the group's digital strategic development and deployed the group's key digital implementation projects. Tan Yue, President of China Publishing Group, said that China Publishing Group will build an open, international and extensible integrated platform with content gathering, dissemination, trading and service functions based on advantageous content resources. Based on the construction of content resource database, the breakthrough is content delivery and trading platform, and the time delay is adjusted through the "logo" program, so as to gradually realize the digitization of traditional published content. It is also understood that before this, a large number of famous publishing houses and publishing groups, such as higher education press, commercial press, China Encyclopedia press, Shanghai Century Publishing Group, have long been involved in digital publishing and have made certain achievements

these signs show that traditional publishing institutions are increasingly aware of the strategic position and role of the digital publishing industry in the future publishing industry, and are accelerating the transformation to emerging industries. Tan Yue said

new and old problems hinder development

in the domestic digital publishing market, traditional publishing houses have great advantages in content, have the professional ability to discover, screen, sort out and process information, and also have brand influence and strong reader resources. However, in the development of digital publishing, traditional publishing houses did not pay attention to the tide of this era and actively changed their roles, but mostly held books and watched. Nowadays, most publishing units have realized the importance and urgency of digital publishing, changed the passive wait-and-see attitude in the past, and began to actively invest in the construction of digital publishing. However, the vast majority of existing investment is concentrated on the establishment of a small digital publishing platform and the digitization of existing content

the form of digital products is single, the gap between production and market needs is large, the proportion of digital publishing revenue in the total revenue of publishing units is not high, and the relatively low input and output has become a new problem that puzzles the digital transformation of traditional publishing. In addition, it also faces old problems such as inconsistent digital publishing standards, lack of digital publishing talents, weak copyright protection and so on. At this forum, people in the industry pointed out that the digital transformation of traditional publishing institutions urgently needs to solve the problems of copyright protection caused by the difficulty of relevant systems to keep up with the rapid update of digital publishing, the openness of networks, and the ease of dissemination and replication of digital products, and called on traditional publishing institutions to build a new management system and explore a new profit model

content advantages should be paid attention to

under the new situation, how should the traditional publishing industry explore a digital road? Liu Binjie pointed out that traditional publishing institutions have unique advantages in content resources. They should use various digital content production, conversion and processing platforms to integrate, develop and utilize content resources in an all-round, deep-seated and targeted manner, accelerate the digitization of publishing resources, and create high-quality digital publishing content products. Publishing and media groups can accelerate the deep integration of traditional publishing and digital publishing by integrating newspapers, periodicals, books, audio-visual products, electronic publications, digital publishing business and publishing, printing, reproduction, distribution and other resources

to explore the road of digitalization, the experience and practices of some well-known foreign publishing institutions are also worth learning from. Taking Penguin Group as an example, the digital transformation of the group mainly comes from huge investment and business model innovation. Over the past five years, the investment in digital content collection has reached 4billion pounds, and the investment in new digital publishing technologies has continued to grow. In the digital business model, for example, in the field of Tourism Publishing, penguin has established an English Tourism station, where users can select the required content from the station information to make their own unique tourism manual, so as to realize on-demand publishing. The load sensor on the China Education loading and performing agency ensures the accuracy of the loading force value; The spindle mechanism is driven by the control mechanism, and the ball screw runs along the x-axis. The displacement is controlled by the high-precision displacement measuring mechanism, which is introduced by Li Pengyi, general manager of publishing and media group

Elsevier group is the world's largest publisher of scientific and medical information, and one of the most successful publishers in transforming paper publications into electronic publications. Their practices also deserve the attention of domestic traditional publishers. Since the 1990s, Elsevier group has been experimenting with putting a single journal on the Internet. In 1997, the full-text database of scientific guidance came out, providing retrieval and full-text download services for more than 1800 journals. Content is the core competitiveness, while technology is only a secondary factor. After obtaining the full authorization of traditional physical publications, we have built a new publishing platform to meet the market demand with the most convenient semi-automatic impact testing machine. Chi yongshuo, chairman of Elsevier, said