Under The Conditions Of Modern Technology, The Discussion Of The Development Of Traditional Publishing In China

For a long time, traditional publishing has played an important role of spreading culture and knowledge in our life. But now, with the continuous development of modern technology, digital publishing, which is quietly rising, has changed the production, issue and so on in traditional publishing. Now, new publisher, new market and new payoff mode appeared one by one. Digital publishing is replacing the status of the traditional publishing step by step. In the stream of digital publishing, traditional paper books have to face more and more pressure and challenges. On-line reading, e-book, mobile publishing and other new reading way are also influencing people's reading habit seriously. The profit of digital publishing in 2009 has already exceeded it of traditional publishing. It's no doubt that traditional publishing must accept the digital transition. However, traditional publishing encounters lots of difficulties such as changing old publishing idea, pioneering new market and perfecting the digital sell finesse. It is a collective problem for traditional publishers that how to overcome the disadvantages of itself and catch the new developing opportunity.Therefore, this paper attempts to give a description of the status of traditional publishing and digital publishing, analyze the effect which digital publishing brings to traditional publishing, and find out the contingency strategies in order to promoting the sustainable development of traditional publishing.