The future direction of the printing industry under the whole media publishing
We are a big printing company in Shenzhen China . We offer all book publications, hardcover book printing, papercover book printing, hardcover notebook, sprial book printing, saddle stiching book printing, booklet printing,packaging box, calendars, all kinds of PVC, product brochures, notes, Children's book, stickers, all kinds of special paper color printing products, game cardand so on.
For more information please visit
http://www.joyful-printing.com. ENG only
http://www.joyful-printing.net
http://www.joyful-printing.org
email: info@joyful-printing.net
The birth of human civilization is accompanied by the birth of information. The evolution of information carriers has led to the leaps and bounds of human society. The universality, circulation and sharing of information and the escalation of the information revolution have guided the advancement of human civilization. The invention of papermaking and printing enables text information (including image information) to be copied and widely disseminated. The progress of human civilization is closely related to the advancement of media technology in the culture of communication. It can be said that the cultural media and the advancement of its technology are important conditions and symbols of cultural progress, such as newspapers, radio and television as mass media. There has been and still represents the progress of culture. When Internet technology emerged, it was considered to be the fourth largest media after newspapers, radio, and television because of its advantages of integrating sound, images, and text. With the advent of the 3G era and the gradual improvement of relevant laws and regulations, mobile publishing will be networked and broadbandized. Mobile phones will become portable, interactive and multimedia mass media and create a huge publishing market. Mobile phones are also known as The fifth largest media.
If we collectively refer to the reproduction and dissemination of information as publishing, then the way to achieve publication has become increasingly diversified, presenting a hundred schools of contention. In the past information carriers represented by paper-based products, printing is undoubtedly the main means of achieving reproduction. In the digital age, the emphasis on multi-channel simultaneous publishing, the all-media publishing model has been highly respected and concerned.
1. Full media publishing model
Simply put, all-media publishing refers to the dissemination of content on the one hand in the traditional way of publishing paper books, on the other hand in the form of digital through the Internet, mobile phones, handheld readers and other terminal digital devices for simultaneous publishing, the effective integration of resources Covering all users who can cover, achieving the goal of “one content, multiple carriers, and composite publishing”, and a publishing mode that enables the content to be optimized to achieve optimal communication effects. Specifically, it refers to a comprehensive use of various forms of expression, such as text, graphics, sound, light, electricity, to display the content in all directions and in three dimensions, and at the same time transmit a new type of communication through text, audio, network, communication and other means of communication. The form of communication. The biggest feature of all-media publishing is a “full” word, which aims to maximize the simultaneous coverage of all potential reading groups and jointly develop the publishing market. The all-media publishing model enables any content that anyone can obtain in any way, anytime, anywhere. The same content is published in various media in a form that adapts to the characteristics of different media. The “all-media” has great advantages as an open and inclusive communication form.
2. Advantages of full media publishing
2.1 The means of communication are rich and combine the advantages of major communication carriers.
The whole media is no longer a single point, single form, single platform, but multi-platform, multi-form transmission on multiple platforms. All-media publishing expands the carrier of information dissemination and uses emerging digital media as a medium for content publishing. Mobile publishing is one of the most representative emerging publishing media. With the advent of the 3G era, mobile phones will carry the characteristics of communication, network and media, from simple communication tools to mobile media terminals.
Mobile publishing has formed in China with its huge global potential customer base, rapid and wide-spread communication methods, low-cost short-cycle non-inventory pressure and environmental pressure operation mode, high interactivity and participation, and flexibility in content editing. Mobile phone novels, mobile newspapers, mobile magazines, mobile phone original literature, mobile games, mobile (wireless) music, and other complete, flexible mobile publishing formats.
2.2 All-media publishing eliminates the time difference between the various carriers and has made a breakthrough in space and time.
The separation of digital publishing content and carrier form creates the possibility for all-media publishing, realizes the interaction and integration of different media and different industries, meets the different reading needs of readers, realizes multiple choices of readers' reading and experience, and achieves optimal communication. effect.
2.3 The overall performance of all-media publishing is large and comprehensive, while for individual audiences, it is characterized by super-segmented services.
For the same piece of information, the “all-media” platform can have a variety of forms of expression, but at the same time, according to the individual needs of different individual audiences and the focus of information performance, the media form adopted is adjusted and adjusted. All-media publishing combines various forms of expression and communication channels according to needs and economics, and uses a more economical view of the comprehensive application of communication carriers to maximize the function of each communication carrier.
3. The impact of various media on the printing industry
With the continuous updating of media technology and the increasing speed of updating, especially the rise of digital media, many traditional paper media have been challenged by various other media.
According to Amazon.com, the online bookstore in the United States, the number of e-books purchased by its customers through online platforms has exceeded that of paper books. The "National National Survey of National Reading and Purchasing Tendency" released in China in 2008 also showed that the national online reading rate soared from 3.7 per cent in 1989 to 2007. 6. 5 %, the average annual growth rate is 11 1%. People's reading styles and reading habits are undergoing tremendous changes. Compared with the digital publishing industry, the decline in book sales and even the news that paper-based newspapers and magazines have stopped publishing are not uncommon.
The impact of traditional paper media from other media has had a huge impact on print media dominated by paper printing, and the market share and market demand of the printing industry has shrunk dramatically. According to the latest survey report by the US printing market research organization P R I M I R, “Media Portfolio and Its Impact on the Printing Industry”, the status of printing in the media and marketing communications portfolio has declined over the past six to seven years. P R I M I R The company managers and industry experts interviewed in the survey believe that the company's spending on newspapers, inserts, contacts and directories will decline. At the same time, many companies plan to increase advertising spending on network communications and mobile devices.
According to foreign media reports, the German printing press manufacturer Manroland Group filed for bankruptcy on January 25, 2011. It is reported that the German printing machinery industry has been in a downturn because these machines are expensive and basically At more than $100,000, and with the advent of the Internet publishing era, the demand for printed materials has been declining.
In response to the current grim situation, printers must be prepared to take the initiative to respond. As everyone knows, e-tickets can cause countless traditional printing factories to lose their jobs overnight. The printing industry colleagues must act quickly to recognize the market, clear up their ideas, identify the opportunities and developments behind the impact, and find a way out.
4. The way out for the printing industry
Although the success of digital publishing has had an impact on the printing industry, we should recognize that this impact is not a substitute, but a transformation. Whether digital and network technology is a double-edged sword for the printing industry depends mainly on the countermeasures adopted by the printing industry and whether it can correctly solve the positioning of printing enterprises under the impact of high-tech and in the fierce market competition. , orientation issues.
4.1 Take the road to print on demand.
At present, the impact of digital publishing on printing is mainly reflected in the printing of newspapers and periodicals. In order to achieve industrial strategic transformation and adapt to market demand, newspapers and periodicals must follow the road of refining the audience and printing on demand (personalized printing). With the audience as the center, as consumers become more proactive, and the deviation of advertising information-oriented services is reduced, the information transmission of advertisers will be consistent with the willingness of consumers to consume information. Consumers may repeat an advertisement, and only print media can satisfy this. So, this will be a very good direction of cooperation.
4.2 Broaden your thinking and expand the application areas of printing.
People may choose e-books and abandon traditional books, but people can't abandon the printing industry, and there are traces of printing everywhere in life. The special functions of packaging printing, textile printing, magnetic card printing, building materials printing, securities printing, decorative printing, ceramic printing, glassware printing, etc. are not replaceable by digital media. In the commercial printing market, packaging and advertising, brochures and other printed products occupy a larger market share than books and newspapers. Packaging and printing plays the role of transmitting information and promoting products. For some products, printing also plays an important role in anti-counterfeiting. With the continuous innovation of technologies such as R F I D technology and 3D printing, the application fields of printing are becoming more and more extensive. The QR code of the product, R F I D printing, printed circuit board, magnetic card printing, etc., printing is becoming more information-intensive and functional. Multimedia technology has strongly impacted the traditional printing communication and production methods. We not only require faster, better and more efficient printing, but also open up ideas, consider how to learn from the strengths of electronic media, and make text graphics and image information more Widely used to create more value in the field of multi-media.
4.3 The printing industry is repositioned and transferred to the high-tech industry.
With the rapid development of science and technology, some types of work in the traditional printing industry will gradually disappear, and the entire printing industry will gradually transition to a knowledge-intensive industry. Digital, networking, automation technology, digital workflows, and printing environmental and green printing have become the main directions for the development of printing technology. Through the computer and network to integrate the various processes and links of publishing and printing production, constitute a digital integrated publishing system including pre-press, printing, post-press processing and process control and management of all digital production operations, the printing industry to the high-tech industry. The use of digital technology has enabled the printing business to truly expand to a global scale, and its market share has further increased.
In order to adapt to the industrial structure transfer of the printing industry, the quality requirements for the labor force must be different from the past. The staff of the printing company are required to not only be proficient in various technologies, but also to be familiar with relevant technical knowledge and to be innovative.
5 Conclusion
In the future, the printing industry will not disappear but will definitely change. The information dissemination model of all-media publishing poses a challenge to the print media, and on the other hand provides an opportunity for the printing industry to open up new markets. In the process of integration with other media, the printing industry must adapt to the new publishing landscape. A rebe company's vice president of professional publishing, P rescott, gives a definition of future printing, which means that it can provide any type of printing service to any user on any device, anytime, anytime. We look forward to the early arrival of this day. .