Ten challenges to the publisher of Digital Innovation
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Although the new start-ups in the digital publishing on the field of innovation is more flexible and adventurous, publishers still hold a high-quality content. Below we list the top ten challenges facing publishers in the digital innovation.
1. The users are changing
Digital publishing innovation projects launched in recent years has been considered to be "guiding the reader needs." But in fact, the readers' expectations for the "Books" have been changing. We also change the understanding for the reader. To determine the needs of the readers present and future is very difficult.
At the same time, the relationship between the reader and writer are constantly changing. Writers like Jeff Norton try new ways of writing to help him with the design development of the next stage of the plot, that is, the readers are involved in the test. Mike Jones's entertainment portal allows users to immersive enter into the narrative. How to make traditional publishers more directly into the middle of the writer and reader, and benefit from it?
2 Media convergence means that competitors are also changing
Storytelling is everywhere - this is a core element of TV shows, movies, video games and advertising. These industries already use digital platforms to tell stories. TV shows such as Skins use of the series to introduce to the field of social media, "City of Fantasy Dreaming" put the reader into the magic of the network environment, and let the children play on the digital platform book a variety of roles. In addition, there are many digital from traditional publishers, test, and deliver content to readers via e-mail or other interactions.
3. Business risk
Risk management is a complex matter. In this regard, Peter Collingridge wrote an article on his blog:
"The publishing industry is a creative industry, is entering a great period of innovation and innovative in order to better manage risk. Fortunately, this return is a rich and lasting. For those well-executed digitization project, they can reduce the risk of printing and publishing. My proposal to publishers, who was passionately interested in digital innovation, is: First, more, faster, more cheaply learn experience in digital publishing; second, introduce their creativity to your business."
The publishing industry is not afraid of risk. Most publishers are very adventurous spirit. Prepaid royalties to the writer itself is a gamble. What needs to do now is this spirit of adventure into the digital innovation.
4 No short-term return on investment
The biggest problem facing high-quality digital publishing project is the high cost of production is much higher than the editorial and marketing budget. These items may be in the beginning, and will not bring any benefits. This also shows that digital innovation by no means smooth sailing for publishers. So far, the most prudent way and developers together to create a revenue sharing model, in order to gain a firm foothold in the field of digital publishing.
Another thing that makes publishers frustrated is that some innovative concepts of digital just made soon, it was sentenced to death. The most typical example is Evan Schnittman said, in the 2011 London Book Fair, enhanced e-book is bound to fail. However, we have seen a series of successful projects. The most striking is Brian Cox iPad e-book application, which sold 20,000 copies within three days after release. Similar to the 2011 Frankfurt Book Fair, all discussions were around the socialization of reading platform. 2012 New York, a book of activities, many people think that social reading has been speculation too far. Whether it is over-exaggerated or over-degrading, will only exacerbate the anxiety of decision makers.
5 No One-Hit Wonders
For publishers, the future is no One-Hit Wonders. In a differentiated industry, the way of Brian Cox is not necessarily applied to Salman Rushdie. Some publishers seem to be well adapted to the digital environment, while others are in trouble. There are obvious reasons. Tor U.S. companies and the British company launched the first DRM-free electronic publications, which may not be applicable for science fiction. As reported in the Bookseller magazine:
"Our authors and readers have been asking to remove the DRM," publisher Tom Doherty said that DRM technology is cumbersome. It prevents people from rational use of e-books, including file conversion from one reader to another device. "
If you ask whether a literary fiction lovers to support the removal of DRM, he may ask you what DRM is. We know that literary readers are most concerned about the digital reading experience, TS Eliot's The Waste Land "is one example. Sarah Ellis from the Royal Shakespeare Company, said that the digital platform to help enterprises expand their business, and in-depth contact with readers. For those with a variety of types of books publishers, how to develop appropriate for different types of digital strategy will be a very complex task.
6 We do not have the intellectual property rights
All along, the publishing industry has a complex system of rights, including the right to purchase and marketing rights. Environment into the new technology and globalization intertwined system of rights has become increasingly complex. The obvious is that when you own the intellectual property rights, it will greatly promote the diversification of the brand spread, the most typical is Pottermore. Of course, JK Rowling and her "Harry Potter" seem in many ways, a trend contrary.
A more interesting example occurred in the British Penguin. The company's Genesis Project makes good ideas within the enterprise incubation. The company has absolute control over the development of the project.
September 2011, Tom Weldon of the Penguin, said: "The book industry did not die, but the constant adaptation and innovation. Media is no longer focused on the format, but more concerned about the content itself. Consumers want brands and consumer experiences. "
Publisher within the intellectual property management is a noteworthy trend in the next few years.
7 We lack mutual communication
The publishers are not willing to share information, mainly due to competitive relationship, sometimes to legal reasons. Due to lack of sales data published by the figures, the situation is getting worse. A project may be subject to interference from the blog owners and news reporters. The publishers really want to know is "to do so how much it costs, what is the return on investment?"
Last year, the first books on innovation seminar, the digital department heads to clearly show the cost of production and sales of application software in a child's songs. The detailed charts showed the sales of public relations, marketing and price promotions.
If the publisher can be good to share similar information, then more publishers may be able to make informed decisions in the development of digital publishing projects.
8 When our competition with the IT giant, what is the most crucial thing?
When Google, Facebook, Amazon and Apple into the field of publishing, traditional publishers still hope? In February 2012, the TOC General Assembly in New York, experts believe that when these giants everywhere, they also brought a large number of users, so publishers have the opportunity to attract some of these users.
Christophe Maire, founder and CEO of Tetra, was confused why investors had no interest in digital publishing. As an active investor, Maire has been involved in the creation of several enterprises, including social reading platform Readmill. He believes that investors should pay more attention to the field of publishing. He also reminded everyone to immediately surrender the face of the IT giant, is not rational, "The world cannot rule by Amazon.
9 Creating a business model is a complex matter
The publishers are being forced to a revolutionary business model adjustment. The impact of this change relates to the restructuring of enterprises. This is obviously very complex. Reminder "do not pour children and bathing together" is often mentioned. We have an expert in digital marketing and social media, book industry experts, but just who should be more appropriate to the outside world about the book project? Should be to create a business model, or should take some time to consider the impact and risk?
Sometimes, the most effective business transformation does not in the media fanfare. These business practices may not have caused the reporter's attention, but the practice has laid a solid foundation for the next digital innovation.
10 "Destroy" is exciting, but also frightening
We should be technology-induced "damage" with excitement. However, for most publishers, they are most concerned about is still a book for the Man Booker Prize (Translator's Note: the year's most important books British Literature novel writing awards). The IT industry is already very familiar with how to harness the destructive while we need to learn. "Destructive" in the dictionary, the following meaning:
(1)Fall into confusion or disorder;
(2)Interrupt or hinder the process;
(3)Break; rupture;
Although we often hear that Google employees are always encouraged to accept destructive concept, but we are still more or less frightened about destructive technology.