Nuevos Paradigmas De La Producción Editorial / Producción Cultural

CULTURAL MANAGEMENT PROGRAM University of Barcelona CULTURAL PRODUCTION New paradigms in publishing production A well-known English publisher of graphic design books, said paper books are the paradigm of interactivity. You can leaf through pages as fast as you want, go back and recoup information, skip chapters and move forward, etc... is the height of interactivity. And I think that the readers are the most willing to read books in electronic format. We are already doing interactive books, and we merged with staff of other companies to do digital books. Paper will remain, but the digital format is creating a new model of business. That is, paper books will not disappear, will coexist. In Spain and Europe, the presence of the electronic reader is very marginal. Electronic books have not ousted paper books yet. But they will probably do and it depends on many factors: not only in learning how to publish electronic books properly and a reduction in the price of those medium. The big challenge and difficulty is training your team to design in the field of new technologies. All those technologies are being incorporated in all the process, and I think that, at the end, we all should know a bit of everything, especially, XML. Nowadays, when a new device is launched, in three months there is something new to replace it, so what you learnt from the first, does not work for the other because it has developed. Then it is a constant evolution and that is also the idea, because we all like changing our old mobile phone for a smartphone, and finally you evolve even if you do not want to. The problem is that sometimes we do not do it the way it should be. Obviously, that is what manufacturers of those devices want, but we should not change devices that fast because we do not assimilate all new products. I find interesting that some publishers are focusing in publishing content in formats other than books. Those publishers are embarking on the training and the organization of conferences, courses and festivals, and decided to ignore all prejudices and open a digital catalogue without DRM, and at very low prices. What has changed a lot in press, is the feedback with the reader. The reader is much more active, informed and demanding, but is also more willing to collaborate. Twitter is really fast, in fact, many scoops get to you through it. Information agencies are slower, traditional channels are really slow, and social networks are very fast. We prefer Facebook to Twitter because we want to establish a different communication pace. It is not about sending messages but joining a conversation, at that is really difficult. In some of our titles, we open the content of the books to users, that is, we launch calls to people to participate if they are interested in the matter, and we announce it on the Web and social networks. Press is undergoing a crisis because there has been a fall in advertising. And it is also the effect of the global crisis by which Europe is seriously affected. We must refer to the digital press because is where there is a public. We have to monetize the accesses of the public, who are used to the free information, redress it and pay for some things. If you are a good professional and you are open to all new technologies that are being released and you are in constant retraining, this still has some future. Still, not to say always.