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Jingdong book

数字出版与长尾理论

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数字出版与长尾理论

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纸书就要消失,在阅读行为巨变的年代中,出版业者能做的难道只剩下祈祷……真的是这样吗?出版家老猫这次要告诉你,事情没那么单纯,我们也不用太悲观!从印刷术发明到科技网路的普及,知识的传递从手抄本一路演进,经历“信息大爆炸”之后,人类取得信息的方式不断变化,虽然“书”的纸本形式萎缩了,部分需求由其他形式取代,但老猫统整了二十多年来的观察心得,从阅读行为、产业趋势、文字的未来等方面着眼,精辟深入地分析“知识产业”的核心价值,并预告:“出版业不再是笼统混一的出版业。在高科技的冲击下,出版业拆散碎成千千万万个市场,这看起来像是个坏消息,可是这千千万万个市场,却正是出版业者可以大展身手的地方。”
Author Description

陈颖青,现任猫头鹰出版社(城邦集团)社长,《自然珍藏系列》及《猫头鹰书房》等书系主编,主编丛书多次荣获金鼎奖及媒体年度好书奖。自2002年开始,陆续在网络上以笔名老猫发表出版产业观察及工作心得,博客“老猫学出版”在业界拥有极高口碑,已集结出版《老猫学出版》。现经营“内容推进实验室”,从数字世界的角度,继续思索知识产业的现况与未来。
Catalogue

“数字新世界”系列出版的话
增订版自序
自序如果电子书不来就我

第一章 电子书再思考
纸质书到底会不会消失?
电子书生死之谜
电子书的微型化障碍
情报狂与美食家:线上与纸本的阅读差别
不可能的电子书商业模式
只见电子不见书
为什么台湾能上架的电子书这么少?

第二章 出版产业真正的麻烦
从“老猫学出版”到“内容推进实验室”
电子书产业链将如何诞生
美国新书出版大爆发
数字冲击下的台湾出版产业危机
好消息是电子书不会淘汰出版业,但坏消息是
电子书会活下去,但电子书阅读器?

第三章 产业将如何转型
出版业是不是夕阳产业?
白话Google Books争议
作者大爆发与“出版社时代”的终结
昨日所说的,今朝都到了眼前
出版产业链重组效应:经纪人
如果出版社会没落,出书的品质谁来把关?
如何让电子书内容可以大量诞生?
“独立选书人”的诞生

第四章 出版业者应该怎么做?
出版社的终极问题:内容是谁的?
重新定义出版业:蓝海在哪里?
建立以自由复制为动力的数字出版产业
……

第五章 “阅读行为”的数字思考
Book Abstract

文字可以传达的精致复杂,跟影音可以传达的事物非常不同,大部分书不仰赖影音特效就有独特的魅力,你在读金庸小说时获得的满足,跟欣赏改编的连续剧可能天差地别。光碟式的电子书曾经流行过一阵子,最后他们退守到幼教软件和电子游戏的市场上。那些原本就不是图书的主流市场。所以数字化的影音特效也许可以取代电视,但应该取代不了书。
二、数字内容一定会取代纸张的地方:时效资讯和快速检索
线上的时效型资讯冲击报纸、杂志,最后也会影响图书。尽管比例没有那么严重,但未来时效型纸质书市场应该会逐渐消失,被数字化内容所淘汰。
检索型资讯包括百科全书、字典、操作手册等。纸张的百科全书已经完全无力回天,字典产业则在最后的挣扎中。事实上字典商愈抗拒网络化,反而愈加速衰亡,每个搜寻引擎都会因为没有好的线上字典方案,而来抢占这个市场。
纸张在时效资讯和快速检索上,完全不是电脑的对手,但要注意的是,纸质书市场在这里不是被电子版淘汰,而是被各种网络服务(包括博客)和资料库所支解。
三、数字内容目前无法取代纸张的地方:阅读体验和大脑独占
纸质书是个超过五百年历史的老科技,但纸质书的阅读体验,至今没有任何高科技装置能够比拟。
超高解析度、画面稳定不闪烁、便宜、耐摔耐撞、免开机、永不当机、永远不必换电池、可以折角、画重点、写眉批、转手送人不肉痛、储存期限长达二百年、使用者界面非常直观不必学习、携带方便、有油墨香气、可以拿来盖泡面碗……
所有这些特色造成纸质书独特的阅读体验,大部分科技产品只能模仿几项,而无法完全复制,其中有好几项是任何科技产品都无法复制的。即使谈可以复制的项目,例如解析度,纸张所能做到的成就,也远远出乎我们意料。
……
Introduction

如果电子书不来迁就我……
按:本文是电子版的自序,存真起见,纸版仍然保留。
写了几篇讨论电子书和数字世界对产业的冲击以后,有一天,公司同事忽然神秘兮兮地说,她打算收集我的文章出一本《数字出版与长尾理论》的书。一时间我脑袋转不过来,出一本书?虽然我对这个题目自认还算有点见解,但相关主题加一加总共也不过写了两、三万字吧,这样出书不会太少了吗?字数多少不是重点,重点是很多同行编辑对这件事很焦虑,你的见解应该要让更多人知道,出书是个推广的方法。同事说:“好吧,既然要出书,而且是出一本谈数字的书,我们干脆就直接推出电子书吧。一本彻头彻尾以电子版发行上市,完全不从纸版转档的,一本原生的电子书。”
这就是你现在看到的这本《数字出版与长尾理论》为什么会出现并且长成这个模样的原因。
电子书有很多好处,其中之一是你不需要为了凑页数,把一万字可以说完的话,勉强加油添醋,多挤出五万字来。如果一个题目三万个字可以表达,我们就用三万字处理;给它一个好架构,让它的逻辑层次清楚明白,让读者可以顺利阅读、理解你想说的话。
直接推出电子版的决定,让我松了一口气,不用烦恼字数会不会太少,也让我们有机会实验“推出一本电子书”,跟推出一本纸本书,到底有何不同。
过去在纸质书时代,我们评价一本书有时很容易会被外观误导。封面、装帧、厚薄等等,纸质书的“物质性”常常让我们误以为,看起来像书的东西,里面的内容应该就会像正常书一样具有价值,值得阅读。任何作者只要出版一本有模有样的书,我们常常就会上当,以为这个人必然有料。

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Brand Jingdong book
Brand Origin China

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