new horizons of publishing industry 出版業的新視界 (2010.09.09 @ cclsg...
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New Horizons of Publishing Industry 出版業的新視界 (2010.09.09 @ CCLSG 新加坡福音證主協會) Workshop conducted for CCL Singapore staff about the changing landscape of publishing industry. 為新加坡福音證主協會同工舉辦的出版業新視界培訓工作坊TRANSCRIPT
出版業的新視界New Horizons of Publishing Industry
Calvin C. Yu @ 新加坡福音證主協會 CCLSG / 2010.09.09
Publishing industry is no longer the same
出版行業不再一樣
Changing Landscape變遷
變遷Changing Landscape
• 內容發送 Content Delivery
• 新的可能性 New Possibilities
• 溝通模式 Mode of Communication
• 互動 Interaction
• 速度 Speed
• 表達方式 Mode of Expression
變遷Changing Landscape
• 觸發點 Triggering Point
• 產品生命週期 Product Life Cycle
• 用戶期望 User Expectation
Publishers’ Challenges出版機構面對的挑戰
Too much to read for readers讀者有太多要閱讀的資訊
太多要閱讀的資訊Too much to read
• 通訊 Communication
• 電郵,短訊,即時訊息,信件,等等Email, SMS, Instant Messages, Letters, etc.
• 資訊 Information
• 新聞,廣告,生活資訊,等等News, Advertisement, Lifestyle Information, etc.
Too many media choices讀者有太多媒體可供選擇
太多媒體Too many media
• 傳統媒體 Traditional media
• 報紙、雜誌、書、電視、電影、電台等等Press, Magazine, Book, TV, Movie, Radio etc.
• 新媒體 New media
• 網頁,博客,Facebook,Twitter,
Podcast, 等等Web, Blog, Facebook, Twitter, Podcast, etc.
太多媒體Too many media
• 資訊超載 Information overload
• 噪音充斥 Too much noise
• 相對閱讀書本時間減少
Less time for reading
• 即食文化Bite-sized content consumption
• 讀者期望有所轉變Changing expectation of readers
Too many new possibilities太多新可能性
太多新可能性Too many possibilities
• 平板電腦的衝擊Strike of tablet computer
• 閱讀經驗的改變Changing reading experience
• 閱讀期望(內容、時間、形式等)的改變Changing reading expectation (content, timing, format, etc.)
• 書本數碼化 vs. 數碼出版Digitized Book vs. Digital Publishing
數碼出版的對立聲音Opposing Voices in Digital Publishing
iPad iMagineering - Penguin Books
The Elements ebook for iPad
Way Out出路
出路Way Out
• 內容才是王道!Content is king!
• 內容表現形式多樣化Diversified mode of content delivery
• 數碼出版不是書本數碼化Digital Publishing is not simply digitizing books
出路Way Out
• 善用社交媒體,為數碼出版及傳統出版開創新局面Embrace Social Media to make a difference for both digital publishing and traditional publishing
• 興趣觸發點的轉變:跨媒體推廣Changing triggering point: Cross-Media Marketing
• 體驗、傳頌與分享的威力The Power of Experience, Word of Mouth and Share
出路Way Out
• 要內容與用戶經驗並重Emphasis on both content and user experience
• 要為內容度身訂做適切的用戶經驗:不要為跨媒體而跨媒體Customize appropriate user experience based on content: Don’t put the cart before the horse
• 直覺式的用戶經驗Intuitive user experience
還有ONE MORE THING
出版業的未來THE FUTURE OF PUBLISHING
答客問 Q&A
為主卓越 In search of excellence for HIM