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121130 digital publishing
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Fred Jame
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2012年數位出版講義的部分摘要。 Partial contents of my presentation for digital publishing classes.
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121130 digital publishing
1.
廣義的數位出版 ‣ 圖文 ‣ 影音 ‣
軟體(應用、遊戲、工具)…… ‣ ……「電子書」只是其中一小部分
2.
數位出版的不同面向 ‣ 閱讀器(iPad、Kindle……) ‣ 平台(線上書店、電信商……) ‣
出版者(傳統、數位、路過……) ‣ 來源(原創、紙本、影音、聚合……)
3.
編輯需要知道什麼 ‣ 前期:規劃、選材、版權、作者溝通 ‣ 中期:人文、技術、製作流程 ‣
後期:上架、行銷、社群經營 ‣ 相關:編輯規範、印刷、字體學、通路、 市場、通訊與科技知識、雜學……
4.
市場現況
5.
印刷(千年) 電視(50年) 數位出版(20年) 廣播(百年) 行動平台(<10年)PC(35年)
6.
總人口 有錢買書的人 會去書店的人 會看書的人 真的買書的人 總人口 不追限免特價的人 不盜版的人 有智慧手機/平板的人 閱讀數位出版品的人 付錢買的人 (感恩蛤)
7.
載具市佔分布 手機 平板電腦
8.
總和 紙本 數位
9.
市場現況 $0 $0.99 $1.99
$2.99 $3.99 $4,99 5.99 相差100- 1000倍 定價超過一定程度時, 盗版開始出現。 接近紙本價格? CP值高低? 免費才是王道?
10.
市場現況 最後的成品 $5.99 讀者其實想要的 $0.00 老板想像的 $9.99 編輯想做的 $0.99
11.
數位出版現今問題 ‣ 沒有好的閱讀器? ‣ 螢幕終究不敵印刷? ‣
如何解決版權問題? ‣ 數位內容保存問題? ‣ 行銷管道複雜? ‣ 缺乏製作工具? ‣ 掉入電子「書」的迷思
12.
讀者不知道 ‣ 有什麼可以買? ‣ 誰在出版? ‣
為什麼要買數位出版品? ‣ 怎樣是合理的價格? (行銷重點)
13.
‣ 什麼題材適合數位出版? ‣ 工具?格式?平台? ‣
通路:Apple?Amazon?其他? ‣ 如何定價? (出版方向) 出版者不知道
14.
數位出版經營思維
15.
編輯組織的轉變(你準備好了嗎?) 總編輯 文字編輯 美術編輯 印務 發行 行銷 傳統組織
16.
總編輯 紙版主編 數位主編 文編 發行 行銷 美編 程式技術 印務 美編 上架 編輯組織的轉變(你準備好了嗎?) 數位/紙本出版組織
17.
總編輯 文編 行銷 程式技術 美編 上架 編輯組織的轉變(你準備好了嗎?) 數位出版組織 攝影/插畫
18.
‣ 多媒體與互動 ‣ 非線性閱讀 ‣
讀者回應 ‣ 購買行為 ‣ 閱讀行為 ‣ 社群分享 看不見,但正在發生
19.
‣ 組織與編輯體系的變革 ‣ 製作時程 ‣
人員技能 ‣ 行銷策略 ‣ 廣告形式與客戶互動 ‣ 投資內容與時程 長期規劃
20.
‣ 數位出版品還不足以獨立 ‣ 但卻是有效的行銷工具 ‣
成本效益往往超越紙本 ‣ 主要營收非單份銷售 心理建設
21.
數位出版基本形式 (先不要再想「書」了)
22.
PDF或其他類似的「EP同步」版面構成
23.
‣ 無紙本 (但也可以有) ‣ 固定版面 ‣
特定製作系統與流程 ‣ 可立即下載閱讀 ‣ 可立即更新內容 針對行動平台最佳化的數位出版品
24.
即時運算排版(Native/HTML5)
25.
即時内容建構(Metadata-based) 描述資料(metadata) 文字内容伺服器 圖像内容伺服器 讀者回應、修正、更新 作者、編輯
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