CRI听力: Interactive Reading VS Traditional Publishing

The traditional paper-based publishing industry is confronting tremendous challenges from the emerging e-book industry. People's reading habits have changed gradually as more choices are on hand now. Interactive e-book reading versus traditional publishing: who will win the battle?

Our reporter He Fei has the details.




The music you are hearing now is not from TV or a mp3 player but from an e-book. Is it beyond your expectations? From book to e-book, the printed characters become vivid with music, pictures and different sound effects. People can not only read the book but listen and interact with it as well.

Multiple expression ways are quietly turning people's traditional reading habits bit by bit. Jiang Qiping is the general-secretary of Informatization Research Center of the Chinese Academy of Social Sciences. He says the era of interactive reading is coming.

"It is a huge change since we invented printing. In the past, reading is a one way activity that we can't talk with the figures in books. But now as the internet and other related techniques appear, interactive reading becomes possible."

Today, reading and writing are no longer bonding to the conventional paper-media. Supported by videos, animation techniques and internet; digital publications greatly expanded the concept of reading.

Some insiders predict that traditional paper-media publishing may come to an end. Zhu Xiangsong, vice manager of an online-reading website, agrees.

"In the future, reading must be interactive and digital. First of all, efficiency is the key as informative and highly-efficient communication is a trend. People tend to gain more information as soon as possible. Therefore, the new media has huge advantages. Secondly, digital reading is environmentally-friendly. Low carbon and energy saving are the key words. Third, new technology brings a fresh experience to readers. Some people may not buy books then but still some may say they don't like e-books since they are harmful to the eyes and e-books can't bring them the satisfaction of turning pages or with the smell of books. In fact, new technologies can meet all these demands."

Confronting the emerging new digital media, traditional publishers feel an uNPRecedented sense of crisis. Liu Dingguo with Sichuan Xinhua Wenxuan Media Lt. Corporation describes the current situation as a "digital crisis."

"The digital crisis of publishing mainly is presented in two aspects. First, sales of traditional paper-made publications may reduce since if people read online, who will visit a bookstore or newsstand to buy paper-made publications? Second, the traditional profession of editor may die out as editing, producing and processing will all be done through the internet."

Liu Dingguo points out that to tackle the impact, traditional publishing should strengthen its competitiveness through multiple channels.

"Facing change, traditional publishing industry could take three directions: First, we should change our single publishing way into multiple ones. Secondly, internationalization will be the trend. Along with the growth of national power, media products will be the future trend of exports in addition to material products. Third, our publishing industry should fit in the development of techniques, which means production and circulation modes may change in line with online and digital technologies."

Although, technology moves forward without a second's hesitation and people's reading habits can't help to change, Liu is optimistic about the future of the traditional publishing industry.

"No matter how digital technology will develop, that's not the essential problem of the publishing industry but the problem of its production and communication modes. The essence of publishing is to provide good content for consumers to read. Its nature won't change because of technical developments."

Just as Liu Dingguo says, the development of the publishing industry and the evolution of people's reading modes go hand in hand. Dating back to ancient times, people used ropes and wood to convey messages and communicate. Then inscriptions on oracle bones and bronzes came into being. Afterwards, people invented bamboo slips, silk books and paper-made books. These media innovations that influence people's reading habits and how knowledge spreads at different times.

As online and digital technologies develop drastically, the era of interactive reading is on the corner. The traditional publishing industry is at a crossroads. Change is the key word for the future of the publishing industry.

For CRI, I'm He Fei.