Pearson Education: Create a New Situation for Digital Publishing with China
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As the largest education group in the world, pearson education Group is one of the most prominent international publishers cooperating with China in regards to the width and depth of cooperation. In the sixty-year’s celebration of China Machine Press held recently, Pearson Education Group came to China to present it as the best cooperation publishers of China Machine Press. Lawrence Rosenthal, the copyright manager of Pearson Education Group considered this as the opportunity, and discussed the concerned topic of the industry including the business cooperation of Pearson with China, the position of copyright manager in publishing industry chain and the direction of digital publishing.
Publishing Quality is the Primary Standard of Cooperation
It has been a long time for the cooperation between Pearson Education and china. As early as in the twentieth Century, the Group built business relationship with China. Presently, the first-class publishers in China including Higher Education Press, Tsinghua University Press and Peking University Press are board cooperator of Pearson. Lawrence said there are total two operation modes of Pearson in China: one is to authorize directly, and the other is to publish cooperatively. “Most of our key books are published in the mode of cooperation with the domestic publishers, so that the domestic publishers can participate in the whole process of publication.” Lawrence said that the methods of settlement for the two modes are different. “In North America, we need to know how much the royalty income is. However, for the mode of cooperative publication with China, Pearson settled the account with sales number. In fact, there is no comparability between the number of direct authorization and the number of cooperative publication.” It is estimated that the cooperative publication with China amounts to about one million of American Copyright Royalty.
Lawrence said many opinions about the selection of new cooperator ― “The primary standard of Pearson Education focuses on the quality of publication, then the secondary is on the protection of copyright.” “When select cooperator, we also pay much attention to his translation level. In addition, he should have a certain influence on the market.” “There is no doubt that editor plays an important role in the publisher. For business on copyright in many countries, the two sides meet on the table are usually the copyright personnel and the editor.” In Lawrence’s opinion, some selected topics should be introduced for editors from China. Meanwhile, the more important thing for them is to know market demand and what kind of book sales well. The more such editors are, the more easily or more capable to get better publishing resources from Pearson.
Chinese Copyright Managers Required to be More Extroversive
Copyright managers play a decisive role in the Out-going of books in the copyright business cooperation. Laurence, with experience of copyright work for 22 years, have a clear personal judgment on the position of copyright managers in publishing industrial chain. "In the United States," he puts "Copyright Manager is a position with low turnover rate, and the business is more like a long-term and stable friendship. Sometimes we attend our guests' weddings and participate in their family activities as well, which is a reflection of our long-term and stable friendship." In his view, copyright managers need to face different cultures and there are certain risks in handling international affairs, therefore, adjustment shall be made according to different cultures when having conversation with those copyright managers from different countries.
In addition, the challenge in the export strategy for Chinese copyright managers is not the quality of the publishing content itself, but whether the copyright managers can find a suitable publisher to assess the publishing potential of the content worldwide. He felt most of the copyright managers from Asian countries seem to be less passionate in the process of promoting books. "I don't want to express it with the word 'ambition'", so he puts it "but I do hope the Chinese copyright managers can be more extroversive and enthusiastic."
Focus on Digital Publishing and Construction of Interactive Learning Platform
Pearson Education has maintained a leading position in fields such as providing digital learning materials, student information system, online testing, etc. around the world. Presently, Pearson has established Pearson Education Publishing Portal Site in multiple regions around the world. Its content of digital publishing is divided into four aspects: Higher education, Professional education, Elementary education and English education. "Pearson Education presents the concept of 'personalized learning experience', studies and develops a lot of learning tool to help students learn online, and assesses their learning effect. We not only tell the students their mistakes, but also tell then why they make such mistakes and feedback these results to relative professors", put Laurence. Laurence indicates that Pearson will transfer more publishing fields to Digital Publishing and Interactive Learning Platform in the next few years. "We will restructure some business, and hope to promote the development of Digital Publishing and Interactive Learning Platform worldwide." Laurence said that digital operation has developed very fast in the United States, and Pearson hopes Chinese publishers will be close behind. Pearson is willing to create a new world together with China in the field of digital publishing.