The role transformation of editors in the digital

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The first decade of the 21st century has passed in a blink of an eye. The publishing industry has begun to transform from traditional publishing to digital publishing in the continuous fierce competition. In this process of transformation, whether it is engaged in traditional publishing, digital publishing, or composite publishing that should be replaced, only by changing from a single role in the past to a comprehensive role now, can it meet the needs and challenges of the new situation

the so-called single role means that in the past, it was only necessary to do a good job of desk work related to manuscripts, and others could not be considered; The so-called comprehensive role means that in addition to the desk work related to manuscripts, more work needs to be done to adapt to the changes, development and challenges of the industry, otherwise it will be difficult to achieve results

The comprehensive role of

is mainly manifested in the following aspects

is a cultural producer

this is the traditional role of and the main role of. However, the connotation of the current cultural producers is different from that of the previous cultural producers. In the past, most of them were passive producers, but now they are active producers. In the past, they were mainly engaged in processing incoming materials, reviewing, checking, integrating, reorganizing and improving natural contributions; At present, most of them are engaged in creative industries, actively planning topics, designing products, actively organizing contributions and production. In the past, most of them were faced with a single paper media. Now, in addition to paper media, they are also faced with various digital media. In the future, environmental protection policies for titanium dioxide industry will continue to be tightened more and higher than before

on the one hand, modern society should thoroughly understand the works, study and grasp the manuscripts from the cultural attributes of books, analyze and grasp the works from the perspective of knowledge, culture and orientation, and process and collate the works to improve the cultural content of the works. On the other hand, modern works should be polished, targeted and targeted, and designed to meet the needs of readers and the market, including planning topics, organizing manuscripts, refining and processing, designing packaging, so as to fully show and highlight the cultural and commercial value of books. For example, put forward creative book topics, and organize competent authors to complete the manuscript; For example, the overall design of books, including the grasp of various details in the whole process, in order to improve the comprehensive quality and core competitiveness of books; For example, the sequential (simultaneous) development and mining of paper products and digital products, or the mutual borrowing, borrowing and promotion

to design and produce unique cultural products, you must be very knowledgeable, professional and sharp. For example, literary books should understand literature, otherwise it will be difficult to find equal dialogue rights with writers (writers are not at ease about this), and it is difficult to grasp the development trend of literary books. By extension, other categories of books are the same. If you are not knowledgeable and sensitive, first, it is difficult to plan and design creative topics; Second, it is difficult to assemble high-quality manuscripts; Third, it is difficult to process and improve manuscripts; Fourth, it is difficult to publicize and promote book products

similarly, you should not only be very familiar with the processes of editing, printing and distribution, but also be very familiar with new digital technologies and new concepts, otherwise it will be difficult to carry out all media publishing and other innovative publishing

is a cultural operator

this is a new role to play and an important role in the new situation. We should not only design and produce excellent books, but also promote and market excellent books. We should closely combine the cultural and commercial attributes of books and give full play to them

is the project leader. In the past, it was the railway police. They were in charge of their own desk work. Now it is the project leader who should take good care of the projects he is responsible for. All relevant issues surrounding this project should be considered, concerned and operated. As large as a series of books and as small as a book, they are all project leaders and project managers. When managing this project, we should not only consider how to highlight its cultural connotation, but also consider its market effect from the commercial attribute of the book, including format, materials, technology, pricing, reader positioning, publicity and marketing, etc; We should not only consider the internal factors, essential factors and core values of books, but also consider its external factors, related factors and marginal values

to manage a project well, it is necessary to have an overall one-year warranty design and positioning for books, such as the determination of the reader group, the segmentation of the target market, the mining of potential advantages, and the avoidance of market risks

to manage a project well, we should also take into account various factors, such as books, non books, authors, readers, publishers, channels, media, good, bad, explicit, implicit, past, present and future

we should actively communicate and actively coordinate with the staff in other links to make the project run smoothly. Communication and coordination include not only internal communication and coordination with various departments and links within the publishing house, but also external communication and coordination with readers, authors, underwriters, media people, etc

is the product promoter. Modern is not only the designer and producer of book products, but also the marketer and promoter of book products. In the topic selection planning, we should consider the follow-up production and marketing issues, so as to achieve the optimization of quality, effect and profit. In the digital age, we should not only consider the paper version of books, but also consider the three-dimensional development and all media publishing of books. For example, whether it can be displayed in film, television, animation, networking and other forms, whether it can be authorized overseas, whether it can develop other extension products and derivative products, or how various operations can be connected, utilized and promoted. Before, during and after the production of books, we should also consider how to do promotion and marketing, whether to do plane promotion or three-dimensional promotion, when and where to promote, what kind of promotion channels and methods to choose, what to focus on, what kind of promotion effect to achieve, and implement various details. The strength of promotion often determines the sales volume and profits of books

is a book service provider. We should have a sense of service. In the chain of book production and marketing, we should consider the docking and cooperation of the whole process, and serve the next link and other departments. Of course, other departments should also serve each other, cooperate with each other and promote each other. The service is divided into internal service and external service. Internally, it serves the relevant personnel and departments of the project to ensure the normal, fast and efficient operation of the project; Externally, it serves authors, readers, distributors, media, etc., so as to establish a good image and brand of publishing houses and Book products, attract more manuscript sources, more readers, and strive for more collaborators

is an innovative practitioner

in the digital age, the general trend of the publishing industry is digital publishing. Although the traditional publishing (paper media publishing) will continue to exist for a long time, although there are hesitant and watchers on the prospects and development of publishing, the digital wave is irresistible. The publishing ideas, ideas, working methods and the direction of development of the new publishing system must be constantly changed and innovated, otherwise it will be difficult to adapt to the needs of the new situation. Digital publishing, including content (text) digitization, technology (means) digitization, form (carrier, media) digitization, platform (channel) digitization, etc. He has the most and closest contact with the content, form, production method and communication means of books. He is the most advanced user and practitioner of digital technology and the pioneer and navigator of publishing reform. All these determine that modern society must have more innovative consciousness, innovative thinking and innovative practice, and must walk in the forefront of the publishing industry

the status quo of overstocked paper books, reduced sales and shrinking profits reveals that some traditional innovations are insufficient, lack of stamina and lack of sustainable development; However, some networks are full of mistakes, piles of garbage, very yellow, very violent and other strange situations, which highlights the lack of sense of some networks (figures), lack of basic skills, superficial impetuousness and impatience for quick success

modern people should be learning oriented. Traditionally, we should learn from the digital, learn their new publishing concepts, new digital technologies and new operation ideas; We should learn from the tradition and learn from their solid basic skills, solid sense and perseverance

the transformation from a single role to a comprehensive role is an inevitable trend for modern publishing to meet various challenges in the digital era. Only by becoming versatile and versatile talents can we meet the needs of the new publishing situation


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