On the development trend of printing and publishin

Talking about the development trend of the future printing and publishing industry

another year is about to pass. In the middle of 2011, borders collapsed and waterstone s was born. The cooperation between publishing houses and e-bookstores seems to have passed the running in period, but they were shocked by the news of Amazon publishing books. Self Publishing is attracting more and more grassroots authors, The dilemma of physical bookstores and the reduction of public libraries make people wonder: what will the book industry be like in 10 years

consumer voting e-book market

at the beginning of 2011, Tim Hailey Hutchinson, CEO of ashett group UK, once said: for publishers, the main theme of 2011 will still be digital publishing reform. 5 ~ 7% of the adult book market will be transformed into the e-book market, and the physical book retail market will further shrink. European and American consumers have confirmed this sentence with their money. Nook of Barnes & Noble bookstore and kindle of Amazon have become the most powerful weights for the two book retail giants to fight for the future. In the UK, Amazon sells at least two e-books when it sells a hardcover book with a long push rod of the key switch; In the first half of 2011, physical book sales in the United States fell by 19%, while e-book sales increased by 261% year-on-year. In view of this trend, IKEA even redesigned its signature product Billy bookshelf. The new bookshelf provides deeper storage space, making it more suitable for placing all kinds of household decorations and sundries instead of books

it is worth noting that the e-book reader products in 2011 also went further. Amazon's kindle fire and Barnes & Noble's nook tablet belong to tablet computers, which shows that retailers of digital book products have seen that reading in the future needs not only digitalization, but also socialization and cloud. The traditional e-ink screen obviously can't meet the needs of readers to share their reading feelings on Weibo and various community stations in addition to reading. Community based reading is a new demand of readers in the digital age, and it is also a new battlefield for Amazon, Barnes & Noble bookstore, apple and Google in the future

traditional publishing embraces digital reading:

the key is to control the pricing power. <1. Connect the power cord/p>

four years later, Kindle, as a cross era product, has really opened the curtain of the electronic reading era. From competing for the pricing power of digital books to opposing Amazon's dumping of digital books at 9.99 yuan, we have also witnessed the game between major publishers and Amazon, apple and other IT giants. In 2011, maybe we can say that although digital publishing cannot replace physical books as the revenue pillar of major publishers, the pain of transformation seems to be over

in 2011, penguin, ashett, Random House and other publishing giants appeared in the mainstream e-book sales channels. In the first half of this year alone, the sales of digital books accounted for 8% of the total sales of Random House, and in the United States, this figure has reached 20%. In the UK, the e-book sales of Random House in the first half of this year increased more than 10 times compared with the same period last year. HarperCollins also reported good news in the fiscal year that ended this year. In the first half of this year, the sales of physical books of its British company mainly focused on the analysis of mechanical materials, and the amount of mechanical experimental equipment decreased compared with the same period last year, but the total sales hit the highest in three years. The reason is that the sales of e-books increased by 7 times compared with the previous fiscal year, accounting for 10%; In the U.S. market, HarperCollins' physical book sales this year are expected to account for about 20% of the total sales. In the first half of this year, the e-books of ashett books group accounted for 20% of the total sales revenue in the United States

publishers' gains from digital reading make up for the negative effects brought by the shrinking physical book market, but the premise is to provide readers with more comprehensive digital reading varieties. Take random house as an example. In 2010, only 1800 books in Random House had electronic versions, while in 2011, the number was 6000. About two years later, all books in Random House will have electronic versions online

facing the tide of digital publishing, John Makinson, chairman and CEO of Penguin Group, said: I think the most important thing for publishers is that you can control the pricing power, and learn from consumer information what buyers want to buy and how much they are willing to pay. As for whether the book was sold from Penguin official, Amazon or apple store, I don't think it matters. This view is representative. Traditional publishers have tasted the benefits of digital publishing. They must and will adapt to the cooperation with Amazon, apple and Barnes & Noble bookstores, just as they used to cooperate with traditional retailers

unfortunately, although it has gradually integrated into the trend of E-reading, 2011 is still not a good year for European and American Publishers, because some retailers have reached out to the territory of their partners

Amazon's hand is too long

in October 2011, a report in the New York Times wrote: Amazon has dragged readers away from bookstores, and now it wants to drag authors away from publishers. This former retailer launched the world's largest e-bookstore a few years ago, and now announced the publication of 122 books, including the first paper and e-book versions, shocking the global publishing industry

Amazon's publishing plan covers almost all popular book categories, from science fiction to romance. Among the contracted authors are female film stars, director Penny Marshall and best-selling author Timothy Ferris. Barry Eisler, a thriller writer, once rejected the publishing contract of 500000 US dollars from the traditional publisher Saint Martin press and switched to Amazon. He believes that Amazon's copyright sharing ratio and marketing methods are unmatched by traditional publishers. If traditional publishers do not adapt and provide more attractive terms to authors, their situation will only get worse and worse

what makes traditional publishers feel threatened is not only that Amazon will compete directly with them as a publishing house in the future, but that in the Amazon model, traditional publishers have no place at all. It allows authors to skip publishers and publish books directly. Amazon has successfully connected authors and readers in an efficient and low-cost way, which is why it can give authors more generous contracts. At the same time, taking advantage of its natural advantages in IT technology, Amazon can also provide authors with specific partition and time-sharing sales data of its books, and give authors the opportunity to communicate with ordinary readers one-on-one, which are unmatched by traditional publishers now

the reason why traditional publishing houses can laugh at digital publishing is that they master the core content resources of the publishing industry. Amazon made a move of this layout for many years in 2011, threatening the core interests of the publishing house. If Barnes and noble, Google, apple and other e-book retailers follow suit, traditional publishing houses will face the threat of being replaced. No wonder global book industry practitioners exclaim: the wolf is coming

Self Publishing is popular

compared with the establishment of independent brand publishing books, Amazon's promotion of Self Publishing will also surprise traditional publishers. According to R. R. Bowker, a publishing industry tracker, the number of self published books in the United States in 2010 increased by 160% from 51237 in 2006 to 133036, thanks to digital technology, especially the emergence of e-books

according to the retail price of books, Amazon provides self publishing authors with a share of up to 70% of the sales revenue of digital books. Traditional publishing houses generally only provide authors with 25% of the net sales of digital books, while the proportion of paper books is lower

the biggest charm of self-service publishing is to minimize the threshold of facing authors. Your works can only sell e-book versions, while the paper book version can be printed on demand and then made with orders, which greatly saves costs. There are many self-service publishing companies in the United States, such as iUniverse and authorhouse. They can also help authors publish their own works. For $400 to $15000, authors can get the cover, ISBN international standard book number and copyright, and publish electronic versions on Kindle and nook platforms. If you pay $15000, the author can also enjoy the content and format, index, quotation, footnote production, book trailer, Google Book Search and other services. In addition, he can also get 150 paperback books and 50 hardcover books

at the end of 2011, Penguin America also provided self-service publishing services for authors through its literary community Book country, which made it the first publisher to launch self-service publishing services among the six major news agencies in the United States. Penguin's Self Publishing costs range from $99 to $549, depending on whether the author chooses to design the e-book himself or penguin. Penguin will pay the author royalties at 70% of the sales price for self published books priced above $2.99, and only 30% for books priced between 99 cents and $2.95

lose in the same screen competition:

reading competition, but entertainment industry

at the 2011 world e-reading conference, some publishers tend to think that tablet computers are not a good reading platform, because here, books need to compete with angry birds. Jonathan glasbow, President of Bloomsbury Academic Press, pointed out that the sales of books have stagnated in recent years, indicating that the publishing industry has lost in the same screen competition with other media. Indeed, on tablet computers, there are so many interesting things to do besides reading books, such as playing crazy birds, browsing pages and watching videos. Why do people have to read books? On tablets, publishers have to compete with all forms of media if it's a broken tubing

with the rapid development of information technology and the continuous innovation of consumer electronic products, publishers must pay close attention to the changes in the behavior of reading itself, and be extremely sensitive and quick to respond to such changes. Information fragmentation is the change that publishers make in response to the trend of fragmented reading, which has long been experienced by some professional publishers

at present, popular publishers have also begun to adopt the operation mode of fragmented content. Stephen Frye's autobiography "Frye's life" published by Penguin Group is the highest selling book program in Apple mall in 2010. With the new software, readers can read any part of the book at will, instead of reading it from beginning to end. At the same time, it also adds more interactive content. Ashett group has launched orbit software for downloading science fiction. Through this software, readers can download a variety of short science fiction novels, which have not yet been published in paper

at the end of 2011, Random House also launched a short story e-book brand called story cuts. The first batch of 150 e-books including 243 stories will be launched, including many best-selling authors. Some of these e-books contain a story, while others are composed of multiple stories. The prices range from 99p to 3.99 pounds, but most of them are 1 pound. They will be sold in almost all retail channels, including Apple store, Amazon, etc

obviously, fragmented reading meets the requirements of today's readers, with simple content, fast reading and convenient price