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“超级入口”将深度影响传统出版业

2017-06-09 12:18:05   中国经济网

原标题:“超级入口”将深度影响传统出版业

微信和手机QQ两大“超级入口”加入,或将改变普通人的阅读习惯,进而深度影响出版业格局。面对互联网巨头运用大数据云计算等技术手段争夺读者,传统出版社正在加紧与互联网公司的合作步伐,版权内容不断电子化

你上一次读书是什么时候?如果能在微信上方便地读书,你愿意吗?6月6日,负责腾讯阅读业务的阅文集团举行首届生态大会,公布了一系列内容、出版和运营等方面最新合作进展,同时宣布成立2亿元内容产业基金,用于优质出版内容引进、内容方商业扶持、内容品牌传播和优秀青年作家创作扶持。其中最引人注目的是微信和手机QQ两大“超级入口”加入,或将改变普通人的阅读习惯,进而深度影响出版业格局。

读者的阅读热情其实并未消失。数据显示,2016年,阅文共发出稿酬近10亿元。在稿酬排行榜上排名前500名的作者中,稿酬增幅5倍以上作家超过200人;日销售过万元作家中,“90后”占60人。这让传统出版业无不眼红,但对它们来说,在社交网络时代,如何打破“酒香也怕巷子深”的窘境,及时精准地触达读者,是必须解决的问题。

负责与出版行业对接的阅文集团高级副总裁张蓉告诉记者,在QQ阅读和微信读书上,内容的差异化筛选和精准推送都相当重要。“我们根据每个平台的特点,分不同的品类推送内容,同时使用大数据、云计算技术,精准分析每一个用户的偏好,做到智能化精准推送。”

“QQ阅读用户主要集中在‘90后’,个性化、娱乐化、强互动是他们的特点,对‘90后’我们更多推送的是具有娱乐性、知识性、励志性的内容,采用书影联动、直播等多种方式拉近与年轻人的距离。微信阅读的用户年龄相对偏高,我们更希望鼓励用户之间分享阅读心得,创造性地设计了语音讲书,通过意见领袖强调社交化的阅读。”张蓉说。

在腾讯微信事业群微信读书产品设计总监杨杰看来,微信读书对阅读习惯的改变不仅在大数据技术的应用上。“微信读书背靠庞大的社交关系链,我们希望利用这些社交关系,做出与众不同的读书产品。”

传统出版社正在加紧与互联网公司的合作步伐。来自阅文的数据显示,目前已实现47个品类传统书籍版权内容的引进,在一向被认为是电子书“主力军”的大众阅读和文学小说之外,包括经济管理、成功励志、生活服务等品类的传统书籍也在不断电子化。

从长远来看,传统出版社版权内容的电子化,也和IP多元化呈现的大趋势有关。北京磨铁图书有限公司总编辑魏玲表示:“传统出版业也在不断变化,磨铁每年要做两部网络剧和电视剧,拍一部大电影,把优秀IP开发出更多产品。从这一点来看,我们同样需要在互联网上建立自己的生态。”

(责编:贾兴鹏、杨曦)

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