Study On The Tactics Of Publishing Innovation In An Age Of Attention Economy

Since the1990s, with the breakthrough and rapid development of electronicinformation industry, especially the rapid development of computer technology andthe widely use of network technology, human society gradually change from theindustrial age to the information age. Contradiction between enriched information andpeople’s limited attention made attention a valuable resource. Reasonablemanagement of the attention resources is beneficial to optimize the social resourcesallocation, open new business model and carry out the brand strategies.The advent of the era of attention economy puts forward new requirements forthe innovation of publishing industry. In the era of attention economy, the competitionbetween publishing enterprises is actually a competition for the eyes of the consumers.Anyone who wins the attention will win the market, thus it can be the winner in thefierce competition. Adopting effective innovation strategies, management attention,better develop and manage the attention resources, caught the eyes of the consumers,then successfully change the consumers’ attention into purchasing power canguarantee the position of enterprise in publishing market, successfully makepublishing brands, enhance the competitiveness of enterprises and thus promote thelong-term development of the publishing industry. However， at present, manypublishing enterprise still put their thinking in the stage of traditional strategy, theyhas not formed modern conception, that is, attention resources and attention can betransformed into purchasing power. This article researched the publishing innovationstrategies from the angle of attention economy, aiming to provide reference for theinnovation and development of publishing enterprises in China.Based on the theory of attention economy and typical publishing cases, thisarticle systematically analyzed the innovation strategies of publishing enterprises inthe era of attention economy from aspects of publishing content innovation,publishing form innovation, and communication method innovation and discussedhow to achieve attention management. This paper is divided into six parts. The first part introduced the research background and research method of this paper and itsummarized research status of attention economy and publishing innovation in China.The second part mainly explained the notion of attention economy theory and thesignificance of managing attention resources, thus research the relations of publishingand attention management and how to realize publishing innovation in the age ofattention economy. The third part to the sixth part mainly discussed the significance ofachieving publishing innovation and the innovation strategies in aspects of planningtopics, publishing content, publishing from and communication method with the helpof several theories such as reader psychology, cultural sociology and audienceanalysis. Finally, this thesis summarized all the publishing innovation strategies in theera of attention economy.