China Publishing Blue Bridge Wang Lin: Why consumers don't want to "buy" digital reading?

On the scene of the Shanghai Book Fair in February, 2065-438, Wang Lin, general manager of China Publishing Blue Bridge, accepted a series of video talk shows on Book Talks jointly launched by Dongfang Finance and Dongfang Wenchuang, to discuss how traditional publishing enterprises face difficulties and make a difficult transition to digital publishing. Caption: Wang Lin, general manager of China Publishing Blue Bridge, traditional publishing: transformation requires one stop, two readings and three customs. Many people feel that traditional publishing can't keep up with the trend of digital reading. Actually, this is a misunderstanding. "Wang Lin, general manager of China Publishing Blue Bridge, believes that if there must be a separator between the two, it is technology." Before the technology is perfected, traditional publishing needs a gradual transformation and cannot be expected to be completed overnight. "She believes that the arrival of the wave of digital publishing will definitely promote the transformation of the traditional publishing industry, but it needs to rely on the gradual development and improvement of technology." For example, the earliest widely popular text carrier was bamboo slips, and later paper appeared. At first, people may not accept this fragile text carrier, but with the progress of movable type printing and other technologies, this transformation is really completed. ""So is digital reading. At first, people thought it could only be realized on desktop computers, but now with the popularity of e-books and tablet computers, new markets have been opened and pirated encryption technologies have become more mature, which has made the confidence and steps of the transformation of traditional publishing enterprises even greater. " Wang Lin further explained. In addition, digital publishing integrates various media, such as graphics, text, audio, video, animation, network design and so on. The technical fields involved include computer and network technology, publishing and editing technology, multimedia design technology, streaming media technology and so on. Therefore, the supply of professionals is in short supply. Wang Lin believes that many talents who have come out of traditional publishing are also facing the problem of transformation-in the digital age, authors can publish their works directly on the Internet to replace the work done by the original editors. This requires the editors of digital publishing to have sufficient ability in content selection and presentation. In addition to selecting high-quality content, they must also be able to accurately grasp the matching display styles and methods to show the characteristics of digital reading. "Therefore, both technology and personnel training require time accumulation and solid development. In addition, the government's policy support has also increased the confidence of the transformation of traditional publishing enterprises. " For example, some companies that do data and technology, as long as they serve digital publishing, the Shanghai Municipal Government will label them accordingly, thus obtaining financial support from cultural and creative industries. "Wang Lin believes that although this is a small example, it shows that the support policy is very detailed. Digital reading: the future is full and the reality is very skinny. According to the latest Investigation and Analysis Report on Shanghai Residents' Reading Situation released by Shanghai Press and Publication Bureau on the eve of the opening of the 20 12 Shanghai Book Fair, nearly 60% of Shanghai residents still prefer traditional "paper reading" today when digital reading is increasingly challenging traditional reading. It can be said that the future of digital reading is full and the reality is very skinny. Wang Lin believes that it is only a matter of time before digital reading surpasses traditional reading. At present, it is temporarily restricted by two bottlenecks: immature profit model and piracy. "Many readers have the feeling that spending more than ten dollars on a book will be very cheap and worthwhile, but they are unwilling to spend money on e-reading and think that things on the Internet should be free. "According to Wang Lin's analysis, because the content of digital reading is mixed, netizens will feel that it is not cost-effective to spend money after they are exposed to a lot of content that is not so high-quality, so when the truly high-quality content is presented, they will have doubts." This situation will cause many digital publishing companies to face profit problems for a long time. Many venture capital funds have always been interested in digital reading on the mobile Internet, but they often choose to give up because they can't see a clear profit model. "She said that to solve such a problem, we must start with the content. When readers' trust in digital reading is enhanced, relevant enterprises can dig gold mines from this market. In addition, the prevalence of piracy is also an unavoidable obstacle to digital publishing. Take the top ten novels of Shanda Literature as an example. Through Baidu search engine, it was pirated more than 8 million times on average. The most popular novels have more than 50 million links, 99% of which are pirated. "E-book piracy is almost zero cost, forcing companies to minimize the price of carefully crafted genuine e-books, so many digital publications are difficult to make a profit. For piracy, it is not an exaggeration to introduce a strict crackdown policy. " Wang Lin said. Complement each other: artistic conception determines "what book to read" In the subway, young people can be seen everywhere browsing articles or videos with IPAD, e-books and mobile phones; On the Internet, people collect all kinds of information and upload their own works ... Will traditional reading gradually die out under the wave of digital reading? Wang Lin, general manager of China Publishing Blue Bridge, thinks that worrying about the disappearance of traditional reading is alarmist. "Many people read e-books outside, but they will read paper books when they are lying in bed at home. The different artistic conception caused by the environment determines what books they read. " "In addition to environmental factors, traditional publishing and digital publishing will also have their own characteristics in terms of content." Wang Lin said, for example, in the form of expression, poems, ancient books and other heavy contents are suitable for paper books, while colorful cartoons and novels will be able to reflect more beautiful pictures through digital reading. In fact, there have been many successful cases in the combination of digital publishing and traditional publishing. For example, from "First Intimate Contact" to "Those Things in the Ming Dynasty", there are many examples of popularizing paper books through the Internet. The series of "Ghost Blowing Lights" was also published online first, and then published one after another, which has been selling well. Developing digital publishing may become another shot in the arm for traditional publishing. At the Shanghai Book Fair, Yan Xiaohong, deputy director of the General Administration of Press and Publication and deputy director of the National Copyright Administration, revealed that "the per capita annual reading in Europe and the United States is about 16, and the Nordic countries have reached an average annual reading of 24, while the per capita annual reading in China is only 6." "It turns out that the readers of paper books are relatively specific people, and e-readers may be bigger, which may promote each other to some extent and promote the growth of paper books." Shi, vice president of Shanghai Century Publishing Group, thinks.