On the media attribute of books

On the media attribute of books

Author: Fan Guanghong

News enthusiasts Year 20 words: 3956 font:

As a kind of media with TV, radio, newspaper and network, books provide the people with knowledge, and also provide a full range of other information. The media attribute of books is becoming more and more prominent.

Books are a kind of media

In the Book of books and books: A Study of reading and book buying habits, arranges and books:a study of Reading and book-buying Zen), link Magazines are regarded as the media that form a competitive relationship in civic life.

What kind of media is a book?

Books are the best news media for carrying in-depth interviews, the most classified advertising media, and the media that need to enter the Chinese News Awards.

First, the book is the earliest media, is the source of all media. In terms of the order in which the media appeared, the first appeared were books, followed by newspapers and magazines, radio and television, and then the Internet. Book is not only a kind of media, but also the earliest media, is the source of other media. In the history of human civilization in the past thousands of years, books have recorded and disseminated many of the things that often appear on newspapers, television, radio and internet today, such as meteorites, earthquakes, floods and wars. Early in the summer, people used symbols or words to record news events, the content of the dissemination has included a news factor. Wang Hai killed in Shang Dynasty was the earliest news event mentioned in ancient books, and the record of this news event is "Shang Shu". Later, "Spring and Autumn", "Zuo Zhuan", "Mandarin" and many are recorded word of mouth major news. And these record news Five elements are all, but the record of these news is not a journalist, but historian. And the ancient Chinese literature mainly records the news facts centered on major political events. Chinese books have appeared for more than 3,500 of years, and the history of journalism should have been written more than 3,500 years ago.

Second, for a long time, books in the audience's mind has formed a lofty position, its authority over any media. This is the great potential of books as a media. Therefore, when participating in other media competition, the book should fully recognize its advantages.

Third, the volume of books, the transmission of information comprehensive, systematic and profound. In general, a single book can hold hundreds of thousands of words for one problem, which is not available in other media. No media can match that. For example, in respect of a news event, the newspaper today is about today, tomorrow is about tomorrow, fragmented, lack of system, dozens of words or hundreds of words a day, to thousands of words, the newspaper beyond the limit. And the book can be enough space to explain the ins and outs, the cause and the consequences.

Finally, the information received by books can be limited by time and space, and the information duration is long. For example, newspapers and periodicals such as media transmission by the time and space restrictions, the space is limited. But the book has the dissemination scope to be big, by many, the time limitation is long, the space is broad the characteristic, even some does not have the boundary, the region and the language restriction.

In the way of acceptance, the information acceptance of books is different from other media. For example, the press, the reader of the information is "see" or "Turn", and the book information, the audience is "read"-After the body odor and thinking. This so-called "read the newspaper" and "reading" the difference.

Of course, books also have their own natural disadvantage, that is, the timeliness is poor. But after efforts, the publication speed of books can also be faster, and now the publication speed is much faster than before.

A general feature is that books have an advantage over content that other media do not. The competition of contemporary media is mainly the competition of content, not just technology. Technology can only solve the "fast" problem, but not the content. In the competition of modern media, books are precisely the advantages that other media do not have in this aspect.

Books can be used as advertising carriers

Books, like other media, have the function of advertising. Because now we can not correctly understand the media properties of books, so also can not correctly recognize the role of the advertising of books.

The advertising function of books refers to the advertising form of using book carrier to realize brand promotion or precision marketing. There are two main forms of advertising commonly used in book advertisements, one is that publishers make their own related books ads. A book published by Zhengzhou University Press, "Ten stories of Chinese Traditional management wisdom", is an advertisement for the other five books of the "Chinese and Western Management Wisdom series". Advertising for other businesses and products in books is the second form of advertising for books. In "My Chitose Cold" a book, there are Formosa glasses and Jinshan poison PA ads; The Ruili series has "the West Vine Color Company" advertisement; the Fengsan Kitchen series is an advertisement for cooking oil and kitchenware.

China map Publishing house and Guangdong Map Publishing house and so on have a special advertising department, commissioned a reputable advertising agency to find some transportation resources, in the map four weeks or inserts ads. "China book business newspaper" reporter has a survey, in the 11 publishing houses surveyed, 8 publishers use advertising companies to attract advertising.

In mainland China, there are now Nobel book media companies such as professional books advertising companies. The company claims to have mastered 80% of China's best seller resources, with more than 10 well-known large publishing institutions signed an advertising agency contract, its advertisers to international well-known brands, including banks, sporting goods, cosmetics, real estate, digital products and other advertising categories.

Books are the most classified media in all media, and the longest and most trustworthy media.

First, the book is the most detailed classification of the media. For newspapers, television and other leading media, the audience is generally broad, even if there is now a literary channel, the legal channel, such as different channels or novels, stocks and other different layout categories, but the reader who is very not fixed. Books are not the same, it can be said that it is the most detailed classification of the media, there are social sciences, economic management, science and technology, teaching and auxiliary classes, children, arts and other categories, is the science and technology books have medicine, industry, agriculture, computer, architecture and other types of fine. What kind of book has what kind of readership, and this readership is just the product and the manufacturer wants the user group, therefore the book advertisement may achieve the goal localization accurate, the accurate direct, this is the other media difficult to do. For example, in Hong Kong published a set called "a Go" in a series, each book inside and Fengsan have travel agencies and airlines advertising. The content of the advertisement is related to the content of the book. In a book on Spain, for example, travel agencies advertise Spanish routes. In a book titled "DIY Fashion Jewelry Accessories book" Books, the last few pages, all about the material package ordering price and the manufacturer's contact information, the reader can order all the raw materials appearing in this book. "28 Physiological Light food beauty Meter" one of the last pages of the author's endorsement of a brand of oil and clothing ads, the book back to the back of a coffee advertisement, "Every day to play beauty yoga" in the back of the back is the hot Spring Hall ads. In a book called "Li Yu's best beauty Law", less than 200 pages of space, there are 15 beauty skin care products ads.

Second, the book is the longest life cycle of the media. The life cycle of books is very long, it is very beneficial to establish brand value and establish the brand of hundred years old shop. TV ads are widely available, but they are fleeting and cannot be read back; The newspapers are more convenient to review, but easily submerged in a lot of information. Books are not the same, it is a single book independent, can be repeatedly read, and the existence of a long time. Generally, people who buy books have the habit of collecting books, and it is normal for the books to survive for decades. For example, in the Republic of China during the Zhonghua books can find old knife brand cigarettes ads. This is the characteristics of the book as the advertising media, but also other media do not have the characteristics.

Third, the book advertising can give people enough trust. For a long time, the seriousness of science keeps books in a lofty position, which is more authoritative than any media. Therefore, when participating in other media competition, the book should fully recognize its advantages.

The media attribute of books and the innovation of advertisement

Facing the media attribute of books and restoring the media attribute of the books, it has the following meanings to the innovation of advertisement:

First, to restore the book as the essential attribute of the media, to provide a new carrier for advertising. Now the main advertising carriers are movies, newspapers, magazines and networks, people do not have the media properties of books, the advertising properties of books are not fully utilized. And books can provide a new choice for advertising.

Second, the expansion of the book's profit model and development space, the book's advertising revenue makes the book's profit connotation widened, the book cost more optimized, through the book advertising to obtain certain benefits.

Third, promote the Chinese publishing industry and the world's publishing industry, advertising is very common in foreign books, than we do a lot of lead.

Four, advertising can provide more value-added books, such as urban information and self-help tourism books, a large number of information content can not be used to pay.

Why has the book advertisement not formed the climate? First, the publishers do not recognize the media attributes of books, the book's advertising right to turn a blind eye; second, the book industry has no professional advertising talent, so that the function of the book advertising has not been normal play. Another important factor is that the legality of book advertising is still a blind area of law. It is a question whether books can be used as advertising media. There is no provision in the Advertising Act for the publication of advertisements in books. The administration of industry and Commerce, the press and publication department March 15, 1990 issued the "on the newspaper, periodical and publishing houses, operating ads," the provisions of several provisions: the approval of the Industrial and commercial administrative organs. Publishers can use the publication of the yearbook type of books to operate various types of advertising, other publicly available books are only allowed to operate books and periodicals published, distribution ads. But this provision was abolished in August 2004. At present, the administrative Department of Industry and Commerce grasps the policy that only applies for the Advertisement business license, only then may advertise in own publication book.

Because of the long time no correct understanding of the media attributes of books, there is no relevant theoretical support and legal permission, the mentality of the book ads is very complex. For example, Beijing Press has a book on how to Live a good old age, "My father and mother," some of the elderly apartments are willing to provide some promotional photos and give a certain sponsorship fee, but because there is no relevant department of permission, do not know the specific application of advertising procedures, the final only to nothing. A lot of agricultural practical knowledge is introduced in the "Building Socialism new Countryside Book department" in China Agricultural publishing house. Originally wanted to find some reliable enterprises, as a way of mutual benefit, to provide convenience to farmers, but also ready to engage in some premium activities, but the State policy for the book ads have not clearly defined, and finally gave up.

Now the book advertising, or the operation of the Ming or the surface, lest with the policy of the reef. It can be affirmed that the book as a media, with the function of information dissemination, book advertising is both reasonable and legitimate, our policy lags far behind the development of social practice. Therefore, it is not only an academic problem but also a policy issue to understand the media attribute of books and standardize the behavior of books advertising.

(Author unit: Henan Science and Technology Press)

Redaction: Zhang Hongling