Author: "2007-2008 Annual Report of China's digital publishing industry," Task Force
The topic "2007-2008 Annual Report on China Digital Publishing Industry" of the General Administration of Press and Publication was completed recently. Compile its summary for the industry's reference.
"Digital publishing" can be roughly understood as "digital publishing", which can not be separated from traditional publishing. It includes the entire process and results of digitalization in the traditional publishing industry, as well as emerging digital media. Regarding the former, we have seen that in recent years, the traditional publishing industry has been accelerating the pace of digital transformation from the publishing process to the publishing medium to the method of publication communication and circulation. The authors have been proven by endless and growing new media companies. It is worth mentioning here that both the digitalization of the traditional publishing industry and the emerging digital media industry, the two have begun to show a trend of mutual penetration and integration.
From 2007 to 2008, it was the stage of digital publishing's transition from strengthening understanding to actual operation. At this stage, it is not enough to just understand that digital publishing is important. What is more important is to understand how to operate and then how to operate. System, concept and talents are the key factors restricting the success or failure of the digital transformation of traditional publishing units.
Judging from the current results, digital publishing will maintain a trend of rapid growth in the next few years, and the annual income growth rate may be around 50%. At the same time, original websites will rise rapidly, and original content will develop from print media to online media. In the future, digital publishing will develop towards wireless mobile, personalized on-demand and cross-media publishing.
1. Digital Publishing Industry
Ushering in a period of rapid development
(1) The development momentum of the digital publishing industry is strong
With the rapid economic development, the continuous improvement of IT technology and Internet application level, the continuous change of national reading habits and reading environment, etc., China's digital publishing industry ushered in a period of rapid development from 2007 to 2008.
Compared with the traditional publishing industry, the digital publishing industry has shown a strong development momentum. In 2007, the overall revenue of China's digital publishing industry exceeded 36 billion yuan, an increase of 70.15% over 2006. Compared with traditional e-books, internet journals, and digital newspapers, the growth rates of traditional books, periodicals, and newspapers are: 1.64% to 33.33%, 12.28% to 26.67%, 11.03% to 300.00%, and 6.16% overall 96.00%. See Schedule 1:
(2) Revenue has not yet formed a scale, which is not enough to cause a disruptive impact on the traditional publishing industry as a whole
Although the digital publishing industry has a strong growth rate in revenue, the overall profit model has not yet been formed, and it has only performed well on individual items such as academic journals, online games, and individual literary original websites. Therefore, the overall is insufficient. With a disruptive impact on the traditional publishing industry. In 2007, the overall revenue of books, newspapers and periodicals was 99.008 billion yuan, and the overall revenue of digital books and periodicals was 1.96 billion yuan in the same year. Compared with the two, the revenue of digital books and periodicals only accounted for 1.98% of the traditional books and periodicals, and even less than a fraction.
In fact, the vast majority of digital publishing projects have unclear profit models, with inputs greater than output, and some even have only inputs but no output.
In the first half of 2008, the data in the "Investigation Report on the Cross-Media Publishing Status of China's Book Publishing Houses" published by the Digital Publishing Laboratory of the China Publishing Science Institute also showed that although the sales revenue of digital publications in publishing houses is increasing year by year, even this part It has become an important source of sales revenue for a few publishing houses, but the main source of sales revenue for most publishing houses is still paper publications.
(3) The competitive landscape is beginning to take shape, and the industrial chain is initially formed
The digital publishing industry has formed some well-known enterprises in various projects. For example, Internet journals have formed Tongfang.com, Wanfang Data, Weipu Information, and Longyuan Journals. Founder Apabi has been formed on e-books. , Scholars, superstars, Chinese online four, multimedia interactive journals have formed ZCOM, Xplus, POCO, VIKA four people, digital newspapers have formed Founder Apabi, Xplus two people, mobile publishing has formed Founder Pabi, Shenzhen Palm Media and several others. See Schedule 2:
Although the digital publishing industry has formed some well-known enterprises and brands in various projects, in terms of digitalization, traditional publishing units and digital technology providers are mostly upper and midstream of the industrial chain. Traditional publishing units focus on their own enterprises and products. During the transformation, technology providers have focused on asking content from traditional publishing units, forming the upper and middle reaches of the industry chain. There has not yet been a situation where traditional publishing units have cooperated with digital technology providers, or even joint ventures have entered into digital publishing as a whole. [next]
2. Mobile Publishing
May be the next turning point
(1) The scale of income continues to grow rapidly
In 2006, the overall revenue scale of China's digital publishing industry was 21.3 billion yuan, and it was 36.242 billion yuan in 2007, an increase of 70.15% over 2006.
Among them, the revenue of Internet journals and multimedia online interactive journals reached 760 million yuan, the revenue of e-books reached 200 million yuan, the revenue of digital newspapers (including online newspapers and mobile newspapers) reached 1 billion yuan, and the revenue of blogs reached 975 million yuan. Online music revenue reached 152 million yuan, mobile publishing (including mobile ring tones, mobile ring tones, mobile games, mobile animation) revenue reached 15 billion yuan, online game revenue reached 10.57 billion yuan, and Internet advertising revenue reached 7.56 billion yuan.
It is estimated that by the end of 2008, the revenue of the entire digital publishing industry will reach 53.046 billion yuan, an increase of 149.13% over 2006 and an increase of 46.42% over 2007. See Schedule 3:
In 2006 and 2007, in the comparison of China's digital publishing industry revenue scale, mobile publishing and online games are the two fastest growing digital publications, and Internet advertising is also the fastest growing business model.
At the same time, as mobile communication itself has formed a very mature charging model, although mobile publishing has just started, its income level has been rising at a high speed. This may also indicate that the next inflection point of digital publishing may be mobile publishing-but it should also be seen that the excessively strong monopoly position of mobile companies and their direct involvement in content production are likely to harm the emerging digital publishing industry. See Schedule 4:
(2) The number of users will reach 494 million by the end of the year
Compared with the previous industry report, in this report, we increased the number of users in the description of the scale of the digital publishing industry. The total number of users in the digital publishing industry was about 286 million people / household in 2006, and about 377 million people / household / person in 2007, an increase of 31.88% over 2006. In 2008, it is expected to reach 494 million people / household / person, and it is expected that the user scale in 2008 will increase by 72.55% over 2006 and 30.84% ​​over 2007.
(3) The largest increase in newspaper website
This report also makes statistics on the variety of digital publications. Because the variety of digital publications cannot be completely compared with the traditional books, newspapers and periodicals, we have only done some preliminary collection and analysis.
From 10:37 to 58 on August 31, 2008, we used keywords such as publisher website, publishing website, publisher homepage, magazine website, magazine website, magazine website, newspaper website, newspaper website, etc. on Baidu Retrieval, and obtained the relevant data of the 2008 publishing website. Comparing this data with the data obtained by the same method in the previous industry report, it is prepared as Table 5. The number of websites of the three major media outlets of publishing houses, magazines and newspapers has increased significantly compared with a year and a half ago. First, the number of newspaper websites increased the most, reaching 141.9%. Secondly, the number of publisher websites increased by 86.0%, and again, the number of magazine websites increased by 78.3%. From an absolute point of view, the publishing house has the largest number of websites, 578 publishing houses have 400 websites, the ratio of owning websites is 69.20%, the magazine has the least number of websites, 9468 magazines, and only 328 websites. Too low (of course this number is not comprehensive, if you use "journal website" as a keyword search, the number may be higher than this number, but even if it doubles, the magazine website's ownership rate is still too low).
3. Profit model plagues industrial development
(1) The digital publishing business mainly carried out by traditional publishing units, the profit model is not yet clear
At present, in addition to the centralized publishing of scientific journal databases, individual literary original websites, and online games, both new media and digital transformation of traditional publishing units are facing great difficulties in the profit model.
In particular, the digital publishing carried out by traditional publishing units has not yet found a profit model in the overall operation, and is still in the stage of input greater than output. This is also the main reason why traditional publishing units are worried about digital publishing. Most traditional publishing organizations still know about digital publishing at the stage of building websites or signing commissioned digital agreements with operators. There is no serious research on the nature of digital publishing, and almost no profit point can be found. In June 2008, the results of the "Multimedia Digital Newspaper Use Function Test Report" released by the National Multimedia Digital Publishing Laboratory of the China Publishing Science Institute showed that of the 335 multimedia digital newspapers, only 14 were paid for browsing, accounting for 4% of all tested subjects; 321 copies browsed for free, accounting for 96%.
Compared with traditional publishing units, the existence of new media companies around 2000 has basically achieved profitability today. However, most of the emerging digital media companies in recent years are still in the process of starting a business, and mainly a group of enthusiastic young people write entrepreneurial stories with investors' money, which cannot bring stable returns to investors.
On the one hand, digital publishing is the general trend, on the other hand, many units that want to enter this field can't find a profit model, which makes traditional publishing units that have doubts about digital technology and digital publishing in a very embarrassing state. .
(2) Traditional way of thinking makes digital publishing a simple media move
At present, although many parties in the publishing industry have made many beneficial attempts on the Internet and mobile phone applications, such as mobile newspapers, e-books, handheld readers, etc., the technology and service models discussed in these digital publications are still The traditional model is followed, lacking revolutionary breakthroughs and innovations.
Taking e-books as an example, although the original books can be read online or even on the palm, it does not proceed from the characteristics of the published content, in-depth discussion of how a book of hundreds of thousands of words on a small screen, small storage device Get a better reading experience and service methods.
Strictly speaking, at present, only the digital conversion of paper books has been done. There is still a long way to go to achieve cross-book reading, reading by topic, improving legibility and service quality. [next]
Digital newspapers also have the same problem. They pay too much attention to the presentation of the "original version of the original update frequency" on the Internet and even mobile phones, while ignoring the inherent characteristics of the Internet and mobile phone platforms. In fact, this is still a traditional paper publication. The way of thinking and the mode of operation are not true digital publishing.
In June 2008, the results of the "Multimedia Digital Newspaper Use Function Test Report" issued by the National Multimedia Digital Publishing Laboratory of the China Publishing Science Institute also demonstrated this problem. The test results show that, of the 335 multimedia digital newspapers, only 1 was updated in real time, and 322 were updated simultaneously.
Test data shows that although more than 90% of multimedia digital newspapers have achieved consistency with the updating of paper newspapers, they have not made good use of the huge advantages of multimedia digital newspaper technology and communication channels to highlight the timeliness of news reports. Real-time update of content; more regrettably, a few newspapers have deliberately postponed the update time of their multimedia digital newspapers due to concerns about the circulation of paper newspapers. It has been reduced to an embellishment or accessory to paper newspapers. The test results show that in the traditional concept of publishing units, digital publishing is a simple media move.
(3) The current level of content processing is far from suitable for the needs of diversified digital reading
The diversified reading needs of readers have put forward more updated requirements for digital content products, which include not only richer materials, but also richer semantic associations and semantic information between materials and materials.
Contrary to the reader's rapid development needs are relatively lagging content production and processing tools. Traditional content production software mostly considers the production requirements of paper publications.
In order to meet the diverse needs of the back end, the current method can only be to process and index the paper book for some scattered actual requirements, but the result is that it cannot be accurately traced back to the front end content source and production The scene will cause multiple barriers that hinder the sustainable development of the industry.
At the same time, the publication content is processed at different levels in different links, which also brings a lot of repeated construction and waste of resources.
As high-speed digital printing equipment gradually replaces traditional printing machines, the problem of low automation of front-end production software will become more obvious, which will bring new obstacles to improving publishing efficiency and meeting personalized needs.
(4) The lack of compound talents who are familiar with the publishing process and understand technology development and management
Another prominent problem in the development of digital publishing is that compound talents are extremely scarce. The so-called compound talents refer to talents who are familiar with or proficient in traditional publishing processes, digital technology, and management. At present, digital publishing is transforming from the stage of strengthening awareness to the actual operation and implementation. Therefore, it is meaningless to just understand that digital publishing is very important. What is more important is to understand how to operate and then how to make profits. However, the current talent structure is mostly single-type. It is manifested in the fact that the personnel in traditional publishing units do not understand the operation model of technology development and digital publishing, and the technology providers do not understand the traditional publishing process, especially in the details. Due to the lack of compound talents as a whole, the cost of digital publishing is too high, opportunities are not accurately grasped, and it is difficult to truly achieve profitability.
(5) The overall lack of unified standards for digital publishing
In the first industry report, we raised the issue of standards, believing that it is one of the bottlenecks restricting the rapid development of digital publishing. At present, there is a general problem in China's digital publishing industry: there are many vertical systems in digital technology providers, which are difficult to associate and reuse, and they cannot quickly respond to changes in user needs; there is a lack of unified standards and corresponding exchanges between digital technology providers Access mechanism, it is difficult to interconnect, connect together, and share customer resources, thereby forming an industrial competitive advantage. Taking metadata as an example, there are metadata standards defined in many links in the publishing industry, and metadata information between different links cannot be compatible and shared with each other. This not only affected the overall interests of the industry, but also brought many adverse effects on government supervision. From 2007 to 2008, the General Administration of Press and Publication increased its research efforts on standardization, but it is not known whether the government can fully integrate various existing standards or formulate new standards that can be adopted by the market. Moreover, the formulation of unified standards is a protracted task, and the results are still not seen. However, it should also be noted that the standard of digital publishing is not only a problem unique to China, but a worldwide problem. [next]
4. Traditional publishing and digital publishing platforms will accelerate integration
(1) The revenue scale and number of varieties of the digital publishing industry will continue to grow rapidly
The revenue scale of the national digital publishing industry was 21.3 billion yuan in 2006, 36.242 billion yuan in 2007, and an increase of 70.15% in 2007 compared with 2006. According to forecasts, the revenue of digital publishing in 2008 will reach 53.046 billion yuan, an increase from 2007 46.42%, an increase of 149.13% over 2006.
Judging from the current results, digital publishing will maintain a rapid growth trend in the next few years. Among them, the annual growth rate of revenue may be about 50%, and the annual increase of user scale may be about 32%.
(2) Traditional publishing units will accelerate the pace of digital transformation
At present, China's publishing groups have accelerated the pace of digital transformation.
In May 2008, China Publishing Group invested 10 million yuan to set up "China Publishing Group Digital Media Co., Ltd.", which is an important step for China Publishing Group to upgrade traditional publishing industry and promote the combination of traditional publishing industry with digital and networked publishing .
In 2008, Guangdong Publishing Group established the "Guangdong Publishing Group New Media Publishing Center", and the "center" will develop in the direction of corporate system in the next step. The digitalization of Shanghai Century Publishing Group started earlier, and has explored business models in more than ten aspects.
In addition, Sichuan Publishing Group, Hunan Publishing Group, Liaoning Publishing Group, etc. have also made many investments and explorations in digital publishing.
In addition to publishing groups, newspaper groups have also accelerated the pace of digitization. For example, Guangzhou Daily Group, Jiefang Daily Group, Ningbo Daily Group have established digital departments or launched digital products.
It can be expected that with the further development of technology and applications, the process of digital transformation of traditional publishing units will be faster.
(3) Content resources will develop in the direction of reorganization and integration
Traditional publishers and digital technology or digital platform providers will increase integration of content resources.
In February 2008, a series of journals affiliated to the Chinese Medical Association and Wanfang Data Co., Ltd. formed a strategic cooperative relationship, and the two parties jointly worked together to build China's STM online publishing business.
This is a landmark event, which shows that the cooperation between traditional publishing units and digital technology companies has stepped out of the "principal and agency" relationship and is developing towards the unity of value.
At the same time, this cooperation ended the multi-authorization of resources and repeated publishing, and opened up an exclusive cooperation stage between traditional publishing units and digital technology providers.
In the future, cooperation in content resources may become more diversified. In general, it should be developed in the direction of reorganization and integration.
Note: This "Report" is the subject of the General Administration of Press and Publication. The director of the China Publishing Science Institute, Hao Zhenxing, served as the team leader, deputy directors Xin Guangwei and Wei Yushan, the director of the digital publishing laboratory, Zhang Li, and the general manager of Shanghai Zhangjiang Digital Multimedia Industry Development Co., Ltd. Presided over the preparation of this "Report", and made the necessary checks and revisions to the main report and related sub-reports.
Some researchers from the Digital Publishing Laboratory, Peking University Founder, Tsinghua Tongfang, Chinese Online, Internet Lab, Game Working Committee of China Publishers Association, Digital Printing Branch of China Printing Technology Association, Digital Printing Magazine Experts, as well as publishing research experts in Hong Kong, participated in the writing of this report.
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