They are doing some things right. Having watched the record companies impotence after Applewrested control of music-pricing from them, the publishers have managed to retain their abilityto set prices. But they are missing some tricks. The music and film industries have started tobundle electronic with physical versions of their productsby, for instance, providing those whobuy a DVD of a movie with a code to download it from the internet. Publishers, similarly, shouldbundle e-books with paper books.
有些方面出版商们做得还是不错的。在目睹了被苹果掌控音乐定价后唱片公司的衰落之后,出版商们成功地保住了价格的掌控权。但他们也忽略了一些技巧。音乐和电影产业将他们电子版和实物版的产品捆绑在了一起比如,给购买电影DVD光盘的消费者提供可以免费从网上下载电子版的代码的方式。
They also need to become more efficient. Digital books can be distributed globally, butpublishers persist in dividing the world into territories with separate editorial staffs. In thedigital age it is daft to take months or even years to get a book to market. And if they are todistinguish their wares from self-published dross, they must get better at choosing books,honing ideas and polishing copy. If publishers are to hold readers attention they must tell abetter storyand edit out all the spelling mistakes as well.
另外,出版商们也需要提高效率。如今电子书可以在全球范围内发行,而出版商仍坚持将世界划分为不同的地域,并由不同的编辑人员完成工作。在数字化时代,花几个月甚至几年的时间将书籍推向市场的做法是非常愚蠢的。此外,如果他们想将自己的商品与个人发行的糟粕区分开来,就要有更加敏锐的慧眼、独到的想法和精美的包装。如果出版商想吸引读者的眼球,他们就必须让书的内容更有趣当然,还要在编辑时删掉所有的拼写错误。
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