If you are familiar with special printing, publishing industry you must understand the traditional publishers in leading by printing to content in the process of transformation of the leading challenges, the latter realized the content (print, online edition of multi-channel output, mobile phone edition, flat computer version, etc.).
In order to realize the content orientation, content developers must first consider content utility customers to use, or only after this Fuji xerox, to determine the most effective form of transfer printed online, mobile phone, (version) and package option (books, articles, application software).
As the only content transfer form once, print books will also be a form of content creation.
When other content distribution mode gradually popularizing, print become the way after the input mode. Publishers to create content, other print output product become the content of the product for printing post-processing.
But this is a problem, why do you say that?
1. The speed of the print is slow. Many publishers must wait until the final printed pages after the formation of the other product type to production. Complete steps with the form of print content just about AiKeFa, unable to realize in other forms of value.
2. Print is limited. Because of the creative process focus on print, publishers can't concentrate consider, how to make full use of other forms and transmission mechanism, present the content of the best advantage. Publishers before in the creation without thinking about the content and its mission (such as: the needs of user but what content? How better to present content?) And only "print goal" is considered.
3. Print is the lack of flexibility. This lack of flexibility means you are content certain restrictions. For example, publisher of the enterprise idea is used to "how do I will ZhangErWei this table is done more more interactive?" But not the "what is user data to spread the best way?" . A thinking ahead more based on "form" on the basis of the innovation of the progressive, not based on customer the most basic demand and the best presentation. The real revolutionary innovation from the incremental innovation. Few
4. Digital is demand. Customers rely more and more on digital information resources, to a great extent, print became a kind of appendages. And publishers still stay in the world by printingas the center in scanning, they are lost their play the role of content resources opportunity for the publishers, instead fill user needs to provide enough space.
About the "print as a kind of input mode", may be the most troubling aspect is that content creators is still not aware of the print the first impression of this concept is how deeply rooted in their thinking. For some the publisher and editor, to content from a presentation (transmission format/parcel way of thinking) break out, is almost impossible. Especially when to content for the center thinkers mainly from printing as the center of the organization which, leading to a kind of cultural crack, they faced huge organizational pressures.
One of the main source of resistance is printed books around the staff, and last centuries of based on constant print production process. This way, printing content in transmission has been close to perfect before. Although no one to expound clearly in other transmission mode of quality assessment methods of proofreading, and discussed in the culture and the changes of the content after content distribution function, and so on, but all of these ideas can help to form the printing mode for quality completely different definition.
Although the income of the paper books no growth typesetting, also a little, but the main publishing industry shrinking income remains from print sales, which makes things get more complicated. Some new ideas and content on the format of the transmission of the few occupied share (if this experiment in the short-term generation yields). In addition, there is no rule or the current business model content development guidance. As digital content can not get resources, some advocates to content as the core of the program is always on the special department-and even lead to a "we and they" state of mind.
So the security printing, above may call it cultural differences. Any party in their own context are not wrong, they just with different languages, have different values of things judgment. Unfortunately, each party will want to own language and imposed on the way to gauge the wrong with each other, to measure the value of each other.
But because the print books into other forms of input form lithography, it have more power. Other inherited gene content product print can not help may look like their parents.
In fact, there are many ways to break the cycle, but not a easy to do. They need to be combined with leadership, education, experiment, and a certain degree of separation to try. But we need to remember is this is not against the digital version of the paper version, this is about content and flexibility of the problem and the authentication, is about standard user preferences and users expect evolution.
The problem is not the key to what kind of output formats will win, the key is as publishers, we have the ability to produce the reader requirement and looking forward to the content?
(Gold Printing Group)
