The Research On The Influence Of Mass Reading To Public Publishing In China At The Age Of Omnimedia

Public publishing is a vital component of the publication industry in our countryand also a field which relates to the mass reading tremendously. In the age ofOmnimedia, readers have more reading choices, which improves the position of massreaders in the information transmission system greatly, also comes with numerous newcharacteristics in many aspects. Nowadays, with the constant development of mediatechnology, publication enterprises are no longer just "producers for contents andknowledge", but also "providers for information services". The change of function roleof public publishing enterprises forces publication industry to pay more attention todifferent readers’ requirements so as to have a better grasp and understanding of markettrends as well as search new opportunities.This thesis is to explore some novel development modes in the new age ofpublication industry, based on the theories of communication and modern publishing. Italso uses qualitative study and case study and analyzes the new trend of current publicreading and the influences of publication in our country to supply the final conclusionof this thesis.This article starts from five aspects—habit, media, form, demand and thought toanalyze the new characteristics of mass reading in the era of all media. Secondly,expound the specific influence from mass reading to the public publication from fouraspects——selected topics and contexts, forms of publishing, promotion models andsales channels including the industrial processes of publishing industry. Then, use theSWOT method to analyze the present development situation of publication industryunder the reading new circumstances. Finally, propose practical suggestions to thepublication industry in China and these suggestions study how to respond to newfeatures of the mass reading and how to explore a new way in the future.