During this year's National Book Trade Fair (Book Expo), the launch ceremony of the issue.AI Digitalized Convergent Publishing and Operations Platform, organized by North Women's and Children's Publishing House, was held in Jinan with the theme "Digitally Empowering Culture, Facilitating High-Quality Digital Development of Cultural Industries."

"For North Women's and Children's Publishing House, this newly launched platform project represents a deeper exploration into convergent publishing," said Shi Xiaohui, the President of the NWCPH. Over the years, the NWCPH has transformed its business philosophy and embraced the idea of integrating science and technology with traditional publishing. They have continuously explored digital publishing products and models, aiming to be market-oriented, user-centric, rooted in high-quality content, supported by advanced technology, driven by innovative management, and focused on building a digital publishing matrix of premium products. This matrix includes well-established elements such as budding mini-programs, Jilin Huixiang Learning App, audiobooks, official website, and intelligent interactive robots. The goal is to create a product (business) matrix that possesses sustained vitality and stable growth.

Shi Xiaohui, the President of North Women's and Children's Publishing House

The Transformation of the Target Audience: From Limited Book Readers to Every Internet User

As a traditional publishing enterprise located in the northeast of China, the NWCPH was somewhat distant from the core circle of publishing. However, the digitization process has bridged that gap.

Over the past decade, the NWCPH has accumulated over 6,000 types of various digital, audiovisual, and copyright digital resources. They possess the capability to independently publish and develop digital and audio products. In their digital transformation journey, they have experimented with various digital formats to showcase their content. For example, the budding mini-programs cater to WeChat users, providing convenient access and dissemination within the WeChat platform while delivering an excellent user experience. Jilin Huixiang Learning App is a learning software designed for smartphone users. Audiobooks are accessible through QR codes as complementary materials to physical books. Intelligent interactive robots are small learning devices that can be purchased separately. The newly launched platform is a more comprehensive digital product that not only offers digitized versions of physical books but also integrates resources to develop various learning devices. It can be said that the previous development of various digital products has contributed to the content accumulation and technological exploration of this new platform.

During the 24th Beijing International Book Fair (BIBF) six years ago, the NWCPH organized a themed event titled "Convergent Publishing in the Era of Artificial Intelligence," showcasing the new development directions and achievements of artificial intelligence in convergent publishing. Through a series of AI education robots jointly developed with technology companies, the publishing house has established an innovative educational concept that combines IP, communities, interactivity, physical books, digital content, audio, and robots. They have established a publishing model that maximizes the utilization of high-quality content resources and diversifies the modes of dissemination and profitability.

Both online and offline book sales have undergone significant changes and transformations, adapting and integrating along the way. The development of new media, new technologies, and the use of various end-user tools have accelerated the trend of digitization and electronic publishing in the book industry. "Currently, we have achieved comprehensive coverage of various forms of convergent publishing, such as QR code audio, QR code video, AR, VR, online platforms through apps, and resource library construction. Without our previous attempts, we would not have dared to launch this more comprehensive and complex platform. The vast amount of accumulated digital copyright resources and audiovisual resources can be directly used in the newly launched platform, issue.AI, which operates as a digitalized convergent publishing platform. The existing digital content serves as the resource library of the new platform, encompassing a wealth of past products, and new digital content will be promptly added to the platform in the future," explained Shi Xiaohui. The issue.AI platform combines digitalization and creative technology, creating an integrated platform system that extends horizontally and vertically. It leverages new technologies such as cloud-native architecture, microservices, low-code development, and containerization to build an integrated platform foundation with high performance, distributed architecture, and flexible scalability. This platform will effectively promote industry upgrading and ecological innovation, providing unlimited possibilities for diversified collaborative formats and reaching a broader user base.

However, perhaps more importantly, through the exploration of the digitization process, the NWCPH has experienced a new elevation in its business philosophy and publishing concepts.

Since 2008, the NWCPH has had dedicated personnel engaged in digital publishing work and began implementing convergent publishing projects. In 2014, the Digital Publishing Department was formally established, and relevant systems were developed to ensure the expansion of digital resources year by year. Currently, there is one chief editor responsible for digital publishing and a team of three staff members in the Digital Publishing Department. They participate in specialized training on various aspects of digital publishing in China every year, continuously supplementing and improving their knowledge and skills. In 2021, one editor from the Digital Publishing Department even obtained a qualification certificate as a full-media operator.

"We have set different strategic goals for the convergent publishing work of our publishing house compared to traditional printed books. The core of our convergent publishing work is to explore resources, innovate publishing models, provide personalized services, promote brand image, and enhance editorial capabilities to adapt to the ever-changing market environment and reader demands," explained Shi Xiaohui. In addition, Shi Xiaohui introduced the new positioning of the publishing house's convergent publishing work: focusing on the psychological and developmental needs of children, guiding them to establish correct values, enhancing their thinking abilities and emotional management skills, and promoting their holistic development. The convergent publishing projects explore the use of innovative technological means to combine publishing content with other media forms, providing children with more interactive and engaging reading experiences. It helps cultivate their good reading habits and interests and promotes the inheritance and development of children's culture.

During the development of convergent publishing at the publishing house, various positive feedback from the market has greatly boosted the confidence of the NWCPH. "Previously, only readers who purchased our printed books could establish contact and communication with the publishing house. But now, through our convergent publishing projects, many readers who do not buy physical products can still access our printed book content and understand our publishing philosophy. This indirectly expands the influence of our publishing house, increases our reader base, and consequently promotes the sales of our printed books," said Shi Xiaohui. "The digital strategy is gradually expanding its impact on the overall development of the publishing house. The target audience of the publishing house has shifted from a limited number of readers who buy printed books to encompass everyone who uses the Internet, smartphones, and WeChat. Every individual has become a potential customer, and the produced content can reach a broader range of young readers."

Digitalization: A Long-Term Strategy Addressing Five Key Issues

It is not something that can be completed overnight and may coexist with traditional publishing for a considerable period of time. When traditional book business still accounts for the majority of a publishing house's revenue, it becomes essential to solve the relationship between traditional publishing and digitalization, as well as effectively allocate various resources within the publishing house to ensure mutual promotion and coordinated development. This is a challenge that every publishing house faces during the process of convergent publishing.

"The allocation ratio between the two depends on the actual situation and development strategy of the publishing house. Generally, in the early stages of digital publishing, more resources may be invested in digitalization, such as building digital platforms, training talents, and developing new products. As the digital market matures and the demand for traditional publishing continues, the allocation ratio of resources can gradually be adjusted to achieve a balance between the two."

Shi Xiaohui summarized this relationship into four aspects:

1. Balancing resource allocation: The publishing house should balance resource allocation based on factors such as market demand, reader preferences, and expected returns. This means simultaneously investing in both traditional publishing and digital publishing fields and flexibly adjusting the allocation ratio according to the actual situation.

2. Maintaining synergistic development: Traditional publishing and digital publishing should not be seen as opposing directions but should instead mutually promote and develop together. Traditional publishing can provide rich source materials and brand influence for digital content, while digital publishing can bring new sales channels and reader interaction methods to traditional publishing.

3. Deeply integrating digital technology: Publishing houses should actively integrate digital technology into traditional publishing processes. For example, utilizing digital tools and automation systems to improve production efficiency and speed up time-to-market, using data analysis to understand reader habits and preferences, and providing guidance for content development and marketing strategies.

4.Driving cultural transformation: Publishing houses need to foster an open mindset and an innovative culture to facilitate organizational acceptance and adaptation to digital transformation. This includes encouraging employees to learn and master digital skills, breaking traditional industry concepts, and establishing partnerships with emerging technology companies and digital experts.

Tangdou Language AI Education Robot 3.0

Publishing is a relatively traditional industry, and the mindset, working methods, and capabilities of editors and marketing personnel in publishing houses require time to change. In April 2022, Shi Xiaohui stated in an interview that the ultimate goal of transformation and profitability is to provide more high-quality reading products and reading services, fulfill the social attributes of cultural enterprises, and achieve the spiritual leadership role of cultural products. The simultaneous advancement of social benefits and economic benefits is the development path for publishing enterprises in the present and future.

During the initial phase of digital transformation in publishing houses, there were various ups and downs, and the journey was challenging. "Transformation largely requires financial support. For example, our mini-program, due to the inability to continuously invest in promotional costs, initially had low exposure and could not achieve a breakthrough in user traffic in the short term. It required a period of investment with high input and low returns. Whether we can persist is also a problem that has been bothering us." For publishing houses, the process of digitalization is a process from 0 to 1, requiring continuous investment and adjustments in basic concepts, organizational structure, talent development, resource allocation, product development, market conversion, and other aspects based on market demands. Fortunately, the NWCPH has been on this journey for more than ten years and has gradually accumulated its own experience.

"In the digitalization process, the following five key issues should be addressed. First, basic concepts: Determine the strategic goals and core values of digital transformation and integrate them throughout the entire organization. Emphasize market changes and reader demands, actively embrace the opportunities and challenges brought by the digital age. Second, organizational structure: Adjust the organizational structure, establish dedicated digital teams or departments, build flexible workflows and decision-making mechanisms to adapt to the rapid changes in the digital industry. Third, prioritize talent development: Cultivate and attract talents with digital literacy, such as digital editors, data analysts, and technical developers. Provide continuous training and learning opportunities to enable existing employees to adapt to the application of digital technology and changes in business models. Fourth, resource allocation: Allocate sufficient funds and resources for digital transformation, including technological equipment, software systems, digital content platforms, etc. Seek cooperation with technology companies or digital service providers to jointly implement digital projects and solutions. Fifth, product development: Develop digital content and value-added services, such as e-books, mobile applications, online learning platforms, etc. Introduce interactivity and multimedia elements to enhance the attractiveness and user experience of the content."

Convergent Publishing: Unlocking Opportunities to Break Traditional Publishing Barriers and Outpace Competitors

Traditional print publishing has established a distinct publishing landscape and a fundamentally ingrained resource allocation system, where the strong become stronger and publishing resources heavily concentrate towards leading institutions, making it difficult to break through.

The advantages of leading publishing houses primarily lie in their strong brand recognition and reputation, which makes it easier for them to gain recognition and trust from readers in the market. This enables them to attract more authors, partners, and readers, thereby expanding their market share. Due to their large scale, leading publishing houses usually have more resources, including editorial teams, marketing networks, and channel relationships. They can better integrate resources, provide higher quality and diversified content, as well as more effective marketing and promotional activities. Leading publishers often possess more financial and technological capabilities, allowing them to invest more in research and development and innovation. They can stay ahead of emerging technological trends, such as artificial intelligence and big data analytics, to improve publishing quality and reader experience.

"I believe that convergent publishing indeed provides possibilities to break through traditional publishing barriers and overtake competitors," said Shi Xiaohui. In the process of convergent publishing, it provides an equal digital platform for all publishers through digital technology. Publishers of all sizes can publish and sell their works online and directly interact with readers. This equal opportunity allows emerging small and medium-sized publishers to break through the traditional publishing landscape using channels such as the internet and social media. Compared to traditional publishing, convergent publishing reduces the barriers to entry into the industry through digital tools and self-publishing platforms. Anyone can distribute their own works through self-publishing without relying on traditional publishing choices and resource allocation. This decentralized trend provides more opportunities for authors and content creators to be discovered and promoted. convergent publishing offers innovative marketing models through digital platforms and social media development. For example, publishers can directly interact with readers, achieve precise marketing, and carry out customized promotional activities through personal branding, social media promotion, targeted advertising, and other means. This direct connection model helps break traditional publishing barriers, allowing high-quality works to be discovered and read by more people. convergent publishing, through digital technology and data analysis, can better understand reader needs and preferences. Publishers can provide personalized and customized content and services based on reader feedback and data analysis results. This trend of customization helps meet the needs of different reader groups and provides opportunities for emerging small and medium-sized publishers to attract readers through innovative content and channels.

According to Shi Xiaohui, small and medium-sized publishing houses also have their own unique advantages. For example, they are more flexible and innovative compared to leading publishing houses. Small and medium-sized publishers are typically more agile and able to adapt quickly to market changes and reader demands. They have greater autonomy in publishing strategies and content positioning, making it easier for them to experiment with novel and innovative approaches. They can operate with more focus and precision, as they may have a deeper understanding of specific fields or target reader groups and possess specialized knowledge. This enables them to provide more accurate and personalized content and services, meeting the specific needs of readers and establishing a competitive edge in the market. In their local regions or specific domains, they may hold significant influence. They can collaborate effectively with local communities, schools, libraries, and other institutions to carry out localized promotional activities and build a strong reader base and social network.

To address the new challenges brought by the continuous iteration of mobile Internet products to the content value and channel marketing of traditional publishing, the NWCPH has also actively made adjustments. "The mobile Internet has driven the emergence of new content distribution channels, such as e-commerce platforms, self-media, and social media. Publishers can actively expand their channels and cooperate with these platforms to increase content exposure and sales volume. At the same time, they should also pay attention to maintaining their brand image and author rights, providing more opportunities for personalized customization. Publishers can utilize big data technology and artificial intelligence algorithms to analyze users' reading preferences and behaviors, offering personalized recommendations and customized publishing services to meet readers' needs."

One of the characteristics of mobile Internet products is their interactivity and rich multimedia elements, which align well with the demands of convergent publishing for multi-medium, multi-format, and multi-ecosystem dissemination. Publishers can enhance the appeal and attractiveness of books by incorporating interactive games, audio, video, and other forms, in order to attract the attention of a younger audience. Social media has become an important platform for information dissemination and interaction. Publishers can directly reach users through new media methods, interact and communicate with readers, conduct online activities, promotions, and publicity, and enhance brand awareness and reader engagement. Authors are no longer just content creators; they have also become promoters of the content and actively engage with readers. Publishing houses should establish closer partnerships with authors to jointly explore publishing models and market expansion strategies that adapt to the mobile Internet era.

In summary, Shi Xiaohui concludes, "The traditional publishing industry needs to make a series of adjustments in the mobile Internet era. These adjustments enable publishers to better adapt to changes, meet reader demands, and maintain competitiveness and innovation in the publishing industry."

Original article in Chinese:师晓晖：融合出版为打破出版圈层提供了可能