Reprinted books generally refer to books with great academic, practical, social and historical values. These books can produce huge social and economic benefits and can be sold for a long time to form a brand. The more books of these brands owned by publishing houses, the more invincible they will be in the fierce market competition.
Some fantasies about reprinting books
At present, there are more and more reprinted books on the market, which is not unrelated to the cultural value of the books themselves. Excellent books can be handed down, but many books with insufficient social and economic benefits will stop publishing after the first edition and withdraw from the historical stage. But we also have to admit that there are some illusions in the reprinted books in the book market. Many books with the words "revised edition" or "first edition" printed on their covers may not really have the value of reprinting.
On the one hand, the author wants to get more manuscript fees, and the publishing house wants to create more economic benefits. For example, there are many examples of teaching materials market in colleges and universities. Which author is more famous, many publishers will look for him to publish books. Textbooks are the same. According to the education guidance of the Education Steering Committee, books with the same knowledge points and contents can be published in several publishing houses, or after being published by this publishing house, they will be published in another publishing house because of the high manuscript fee, and the planner and responsible editor of the latter publishing house will mark the revised version on the book in order to sell it well. China redactological society clearly pointed out that reprint only refers to the publishing behavior of the same publishing unit. If a book is first published by A Publishing House and then by B Publishing House, it is not a reprint book, but a first edition book by B Publishing House. It can be seen that the editor's understanding of reprint is not profound, and he just blindly pursues the economic benefits brought by the promotion of books.
On the other hand, many publishing houses implement task assessment mechanism for editors, and the internal management of editorial departments is relatively loose. In order to complete the planning task and avoid the trouble of finding the author again, the planning editor slightly renamed this book with poor sales but fair content as the first edition. For example, "Marketing" was renamed "Introduction to Marketing" and its publication date was refurbished. In order to arouse the interest of buyers, three revised editions were added to the cover. This practice of editing is not based on the book itself, nor on the social benefits that the book can bring, but on personal interests. How can we reflect the meaning of reprinting? In fact, brands can't be made by themselves, and they must be recognized by consumers. This recognized value is a combination of various elements, which can not be easily realized by simple tricks.
Second, do a good job in book re-creation and truly realize the promotion and re-creation of book brands.
First of all, editors should correct their thinking, don't think about taking shortcuts, there is no shortcut to the production of excellent books, and must really understand the reasons and significance of book reprinting: (1) Reprinting is an important way of cultural accumulation; (2) Reprinting is an important way to update books; (3) Reprinting can enhance the use value of books; (4) Reprinting can make publishing resources deeply developed; (5) Reprinting can create the brand of books.
Secondly, editors need to do a good job in all aspects of book recycling production.
1 Strengthen market research.
First of all, editors should have an accurate and comprehensive understanding of the contents of the first edition. On this basis, editors should have certain market acumen and their own judgment to preliminarily estimate the market reaction of the second edition of the book. Then, we need some data to support it. For example, ask the publishing house about the sales of books, the average sales volume of this book in one year, which seasons are the most popular, whether the payment is timely, whether there is a return, what is the return rate, and where the book is mainly sold. There is also the understanding of the use of this book from the author, and timely feedback of readers' opinions and suggestions for revision. In addition, editors should also know about the sales of similar books in the market through bookstores, networks and secondary channels. Editors can define the evaluation criteria of customer demand and product quality through various market research methods, such as seminars and sampling surveys. Only by obtaining all kinds of useful market information can we accurately predict the market demand and do a good job in selecting reprinted books.
2 Strictly control the quality of books
Reprinted books are not simply new packaging and new marketing, but content is the magic weapon for books to sell well, which embodies the use value of books and concerns the vital interests of users. First of all, the editor should read the first edition of the book carefully, so as to check for leaks and fill gaps. Some books have textual errors in previous editions. As a result, after several reprints, the typo in the same place remained unchanged, which made the author very angry. Editors should have a rigorous working attitude, pay more attention to the content of the book, and compare it with similar books in the market to learn its highlights. Then we should communicate with the author more and put forward suggestions for revision. Reprinting is different from reprinting and needs the cooperation of the author. Book reprint is the process of brand re-creation, and creative labor is essential. In addition to the author's adjustment of the overall conception and concrete expression and the addition of new content, it is very important for the editor to redesign, master the planning and enrich the realization form of the book. In addition, quality inspection, proofreading, manuscript review and final review are also essential links in book reprint.
3 enhance the use value of books
4 in-depth development of publishing resources
In a broad sense, publishing resources refer to a systematic structure, covering all kinds of production factors closely related to publishing economic activities, including book selection resources, publishing resources, printing technology resources, publishing talent resources, publishing capital resources, publishing labor resources and so on. In a narrow sense, it mainly refers to all kinds of information and topic selection resources closely related to book editing and processing, and its extension involves all fields, disciplines and levels of social science and culture, as well as related author and reader resources.
On the other hand, the so-called well-informed, editors should have more innovations while fully collecting various resources. On the basis of traditional publishing, digital elements are introduced into every process of editing work, new expression means are learned, and the brand of books is promoted, which is reflected in the products finally presented to consumers, and their products are armed with new technologies to develop pop-up book. For example, the editors of college textbooks should have the ability to innovate the form of educational resources in the revision of brand books. The richer the supplementary materials of brand teaching materials are, the more they are favored by consumers without increasing the cost and price of paper books. Therefore, editors are required to make use of various resources to do a good job in supporting PPT courseware, electronic after-class exercises, mid-term and final papers, audio and video materials of key lectures, as well as electronic extended reading related to key knowledge points and small sources of various professional terms. These auxiliary materials are uploaded to the Internet, and book buyers can download them for free. This not only enriches the content of the book, but also makes the publishing cost not fluctuate greatly, and consumers feel that it is cheap and worthwhile. With the development of Internet, publishing blogs is becoming more and more popular. Editors can use this platform to promote republished books, communicate directly with Internet enthusiasts, tap potential customers and attract readers to buy paper books. In addition, e-books are a development trend in the future, and editors should think about how to make better use of this form of expression and use multimedia technology with rich sound and emotion to enhance the brand of reprinted books and realize their value re-creation. References: