PUBLISHING STRATEGIES IN THE ХХI CENTURY: THE CONCEPT, ESSENCE, VALUE
I.V. Lizunova
State Public Scientific Technical Library, 15, Voskhod str., Novosibirsk, 630200, Russian Federation
Keywords: издательства, издательские стратегии, книгоиздание, книжный рынок, книжная индустрия, книжный бизнес, конкуренция, новый продукт, интеграция, Сибирь, Дальний Восток, publishing houses, publishing strategies, book publishing, book market, book industry, book business, competition, new product, integration, Siberia, Far East
Abstract
The article is devoted to the actual problem of modernity, the study of publishing strategies existing at the book market. The author considers various interpretations of the term “strategy”, gives its own understanding of the term “publishing strategy”; determines the main elements of the publishing; describes existing classifications of publishing strategies proposed by modern scholars and practitioners. The paper considers the publishing strategies of existing publishing enterprises introduced and adapted to the market conditions. The characteristic features and advantages of each of them are determined. It emphasizes that various factors (economic, territorial, general cultural, technological, etc.) have an impact on elaborating a strategy for development of a publishing organization. The author analyzes how the mono-centrism influenced the formation of behavior patterns of regional publishing houses at the book market; reveals the regional book market specificity reflecting possible options for its future development based on the generalization of essential characteristics of the publishing strategies.
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