Author: Gao Yule Li Tianqing

The Emergence and Evolution of Brand —— From My Life Notes to Everyone's Life

The series "Everyone's Life" evolved from the series "My Life Notes" published by Times Literature and Art Publishing House. My Life Notes series was planned in 2006, which was a precedent in the publishing industry and book market at that time. With the launch of "My Life Notes" series, My Life Notes by Wang Meng, Chen, Bi Shumin, Liang, Xiao Fuxing, Ye, Ge Zhi, Zhang Kangkang, Ye Wenling, Hong Ying and Ye Xin have been launched one after another, forming a famous life note product line that continues to this day.

On 20 1 1 year, the name of My Life Notes evolved into Everyone's Life after full market research and communication by the leading group and publishing colleagues. Everyone's Life, a concise word, represents that Times Literature and Art Publishing House is undergoing an important transformation-from the traditional mode to the market mode in management, and from the author subject to the market subject in content selection, that is, the market and readers are important yardsticks to test the quality of books. Where is the modified "everyone's life"? Who should be the first "everyone"? A series of questions are on the table.

Come into being with the times.

-Zhang Xianliang's Another Living Method of Literati

"Let the result say that you can do it!" This is the principle that our society has always believed in. Since the problem has been thrown out, we should face it squarely and solve it.

At that time, we were faced with several interlocking problems:

Question 1: Is it feasible to put Zhang Xianliang first?

This question concerns Zhang Xianliang's position in the history of literature. Zhang Xianliang is a controversial figure. Ye Kai, editor of Harvest magazine, wrote in the article Zhang Xianliang: Prophet in the Age of Spiritual Poverty: "Zhang Xianliang's life is a concentrated solution, and he left colorful life portraits in a complicated way. It is difficult to give him a position: a writer? Officials? Businessman? Idealist? Realist? Speculator? Or both of these identities, and more than that. "

Based on various factors, market research and various summaries, social leaders made a decision, agreed to take Zhang Xianliang as the first "master", and determined Zhang Xianliang's position-a true portrayal of the history of modern change.

Question 2: How to impress Zhang Xianliang and get a publishing license?

Thanks to the network accumulated in Zhang Xianliang's classic quotation "People are Important", Ma Ji, a teacher from the Chinese Writers Association, naturally became the editor-in-chief of Zhang Xianliang's "Everyone's Life". Thanks to the accumulation of Zhang Xianliang's classic quotations, Mr. Ma Ji quickly provided the catalogue and title of the manuscript, which were almost unchanged and passed the demonstration. While compiling the catalogue and considering the title of the book, Mr. Li Tianqing has been recognized and affirmed by Zhang Xianliang through years of uninterrupted communication with Zhang Xianliang's agent and perfect topic selection scheme. However, there is no small bottleneck in the negotiation of specific remuneration. As a local literary publishing house, "deep pockets" is not our advantage, and we can only impress each other with sincerity and sincerity. In this way, after more than half a year's patient communication and persistent persistence by Teacher Li, we finally signed a publishing contract with Mr. Zhang Xianliang at a lower print run and edition tax rate.

Question 3: How should the series "Everyone's Life" stand out in the binding design?

Tao Te Ching says: Tao gives birth to one, two, three and everything. In depth, this is a profound philosophical problem. But simply put, everything is done like this, starting from scratch. The same is true of our "Everyone's Life" series: With the Tao in the direction, how should this "one" be created? After book positioning and market consideration, we have determined the following standards:

First, to build a brand of "everyone's life", it is best to design a LOGO with "everyone's life";

Second, the binding design should be heavy, and the author and content components of "everyone's life" must be highlighted;

Fourth, we should add photos of the author's life at various stages, and combine pictures and texts to show the author's growth process more clearly;

Fifth, it is necessary to add a waist seal. The text of the waist seal should be considered again and again and must be written into the author's mind.

Fortunately, we have a team that is not top-notch but strong enough, from typesetting to cover design, to proofreading, and then to printing and distribution. Thanks to every member of the team, Zhang Xianliang's Another Living Method of Literati has finally come out.

As an attempt, Another Way of Life for Scholars still has some shortcomings. After publication, after feedback from readers and the market, we further improved the binding design, changed the paperback to hardcover, and adopted the design of protective seal and waist seal to make the whole more elegant and heavy.

Another way of life of literati has come out, and our series "Everyone's Life" is a stepping stone. In the following communication with Mr. Er Yuehe and Mr. Feng Jicai, everything became smooth because of this book, and we became more and more confident.

My favorite "Mr. Er" has finished his life.

Although colleague Mr. Li had communicated well in advance before visiting Mr. Er Yuehe, when he knocked on the antique wooden door of Mr. Er Yuehe's house and held his warm and generous hand, it still felt like a dream. I respectfully introduced myself to Mr. Er Yuehe in Luoyang dialect of Zheng Zheng, and listened to his bright dialect. "This little girl is really funny and speaks standard Luoyang dialect." He listened carefully and answered every question we asked. Take a photo with us after signing the contract. Looking at the vicissitudes of his two-story yard, passing by the lush Parthenocissus tricuspidata on the red brick wall, the peaceful and quiet atmosphere of the farmhouse came to my face. The second gentleman is really a god!

I went home during the Spring Festival in 20 14, and visited Mr. Er Yuehe again with a sample book of Human World. In the chat with him, he not only affirmed the sample book, but also put forward some suggestions of his own: "Let's make it into a paperback next time if possible. I have the habit of reading in bed before going to bed at night, and the hardcover is too heavy to turn over. " Also, if it is paperback, the price can be cheaper, so that ordinary people can afford it. My manuscript fee is enough, so I'd better lower the price. "What a kind and lovely old man! Think of others and never care about personal gain or loss. Perhaps because of this, people around him, people they know and people they don't know respect and love him so much. A bookseller in Nanyang directly bought 2000 copies of the book "The World on Earth".

Open "The World on Earth" and follow the brush strokes of February River, we can see an author who is face to face with us and soul to soul collision. He told himself frankly that his unruly childhood, the hardships of military life, his encounter with the middleman in A Dream of Red Mansions and san huang of the Qing Dynasty, and his reflections and suggestions on combating corruption and promoting honesty were full of laughter and tears, and he dared to love and hate. It embodies Er Yuehe's profound understanding of life and rational thinking on social responsibility and conscience.

Cushion coffin as pillow "White Deer Plain"

-Chen "Life is affectionate enough for me"

20 16 at 7 am on April 29th, Mr. Chen died suddenly in Gucheng 'an. However, the "White Deer Plain" kingdom he built with words has always been integrated into the cultural blood of our nation, nourishing generation after generation and endless.

Before Mr. Chen's death, our "Everyone's Life: Life is Deep enough for me" was re-edited and published on the basis of the previous "Why Live". Mr. Chen paid special attention to this manuscript and personally selected dozens of unpublished articles to supplement it, which enriched the new edition of Everyone's Life.

In the process of manuscript editing, whether it is necessary to modify the title and what kind of title to change become an operational problem. If you continue to use "Why Live", although you can rely on the previous marketing and reader recognition, you can also achieve considerable sales. But at the same time, it is easy to mislead readers and the market, making everyone think that it is just a "disguise" of the previous books. In view of this problem, at the leadership level, a special meeting was held to discuss it, and publishing colleagues also communicated and coordinated in many aspects. In addition, Mr. Fang Wei, a senior editor of the club, was invited to provide three title schemes at the same time, which was not appropriate. Finally, the president and Mr. Guo Editor-in-Chief gave instructions. After 20 16, Mr. Chen is 7 1 year old. At this age, inspired by the editor-in-chief, the title "Life is affectionate enough for me" came into being, which was affirmed by Mr. Chen. When he was seriously ill in hospital, he also called us to mail 50 sample books to relatives and friends, calling this book "particularly satisfying and moving". But unexpectedly, our book "Life is affectionate enough for me" became the last published work of Mr. Chen before his death. Every time I think of his affirmation of this book before he died, I feel that the words "life is affectionate enough for me" should be what he wants to express his life most.

At the end of the literature, Chen was praised as a bowl of powerful people's rice: "One should rest on his pillow and have no regrets."

The persistence of intellectuals

-Feng Jicai's "My cultural life is only repaired and not changed"

In the process of editing and publishing My Cultural Life, there are three things that make us feel a lot.

First of all, on the topic selection, the editor Mr. Ma Ji provided three schemes. When I first got three plans, I felt a little hard, which was not enough to represent Mr. Feng Jicai. After communication, I finally positioned myself in the career that Mr. Feng Jicai values most now-literature, painting, cultural heritage protection and education, which is what he called the "troika" of cultural heritage protection, so that "my cultural life can only be repaired but not changed".

Secondly, after compiling the manuscript catalogue, we submitted the preliminary plan to Feng Jicai Studio and received a reply soon. In his busy schedule, Mr. Feng actually reviewed and revised the title of each chapter one by one. This attitude of being responsible for yourself, publishers and readers is awe-inspiring.

Third, there are many photos in the manuscript. After many choices and reasonable collocation, we asked Feng Jicai Studio for about 100 photos, and Feng Jicai Studio quickly provided high-definition photos, which is very rare among the older generation of writers. So Mr Feng Jicai is a wise man who knows how to collect national history and his own history.

When searching Feng Jicai's My Cultural Life, the word "intellectual" appeared in many places. He said, "Destiny shows me that the mission of an intellectual is particularly important", but what is the mission of this intellectual? Feng Jicai expressed his views in some chapters, saying, "Lu Xun is a writer with a sense of responsibility. Nowadays, people already hate the word responsibility. In fact, responsibility is conscience. Let me put it another way-Lu Xun is a conscientious writer. His mission is to break the ancient spiritual chains, awaken the dull hearts of the world, and urge the people to reflect and encourage themselves. " I think this is also Feng Jicai's encouragement and encouragement to himself.

Conclusion: 20 18, the development of "Everyone's Life" series continues, and the communication with Jia Pingwa, Alai and others continues. We are willing to make persistent efforts to provide more excellent works for our dear readers.