Analysis On Problems And Solutions Of The Development Of Audio-books In The New Media Era

With the universal use of mobile internet, the research and development of various new mediaplatforms, it is much easier and more convenient for people to get information. In the meantime,thetraditional way of reading in paper has been unable to meet the need of obtaining information at any time atany place that is possible in the fast paced, split timing nowadays life. Thus rises the audio-books, whosecoming up changed the way people accessing to knowledge from the traditional reading to listening.Apparently this new reading method conforms to the tendency of the development of modern society,meets people’s spiritual need upon of the survival need.Since the introduction to China in late nineteen nineties, although the concept of audio-books isnot universal, many websites and production companies running audio-books have appeared, like justingand Hongdayitai. Comparatively, audio-books enjoys a relatively mature development in foreign countries,not only because of their national quality and reading habits, but also because of the content of audio-books,the carrier of the content, and the business model. In foreign countries, the carrier of content is the mostimportant thing, and copyright is highly respected, the cost of piracy is also high. Besides, the profit modelis mature and market-tested, what’s more, community construction enhances the users’ viscosity.However,these good qualities are shielded in China. The new media era has put on strict request on thecontent selection, editors’ literacy, media, marketing channel, copyright, and commercial mode.From the operation of first batch of audio-books publishing companies and websites in nineteennineties,audio books in China are faced with the problems of single content, old category, traditionalchannels, ineffective propagation, shortage of industrial chain and so on. From the macro environment the"book" is not mature, which is mainly reflected in the following aspects: first, from the national habits, it isdifficult to accept “listening” book for the audience, and the citizens doesn’t have good reading habits;second, the status of copyright is in disorder, such as,lack of supervision of network security in China,unclear copyright, rampant piracy; third, from the aspect of channel, audio and video distribution channelshaven’t form a whole system; fourth, from the national policy perspective, there is more excessiveregulation, less support; fifth, from the capital level,3financing environment is poor. From the micro point of view to analyze the dilemma of “listening”,there are mainly following problems: first, the arrangementof the contents is mixed and the quality is uneven, which lead to the fact that it has not formed a distinctivecontent; second, the products are crude, high qualified broadcasters are short; third, the commercial patternis not mature, the profit model is single, and the long industry chains are short; fourth, the copyrights are indisorder, which leads to a high cost to defend legal rights. Although the audio book faces manyuncontrollable factors, the author still insists that it can be developed from the following aspects: first, themedia can propagate fully to spread the concept of audio books; second, we should make managementlegislatively, improve the regulations, take copyright seriously and regular video internet market; third,"content is king", we should adhere to the market and quality to improve the cost-performance ofaudio-books; fourth, we should cultivate a first-class editorial team, a professional team of high quality;fifth, we should take multiple marketing methods in order to increase the effective marketing and expandthe market, and break through the industry chain,with the help of the mobile Internet.Microsoft experts predict that audio-books will be omnipresent in5years, and by2009audio-books will exceed the traditional print. By2018, almost all the world’s major newspapers willabandon the printed version, and by2020,90%books, magazines, newspapers will be published in digitalform. These data suggest that audio books will be the adaptation that text reading changes into sound, andwill become a reading trend.With the rapid development of the Internet and information transmission, as a way of reading andlife, audi-books become more and more popular. On one hand, according to the recent Chinese voicereading market, which is young, audio books, imported, are sure to meet all kinds of problems in itsdevelopment progress. On the other hand, it comforts to the Times, and has the great potentiality,so alldepartments and social stratas need to find a break, complying the law. With the propaganda of policy,support from media, belief from the investment community, the good-quality content and service offeredby the websites of audio books, it is believed that audio-books can become a new break in a faster speed inthe new media times.