Research On The Publication Of Sci-tech Theme Mook OFFLINE

“Mook”,which means the combination of magazine and book,is the kind of publication form between magazine and book,with some characteristics of both.Different from mooks focusing on literature,OFFLINE is the mook focusing on the intersection of sci-tech and humanity.It was first published in August 2014 as 1024·Co-evolution of Man and Machine.As a niche magazine,OFFLINE adapts to new technologies and changes in market environment on its own basis and seeks the most appropriate way to publish.In a short period of five or six years,it changed from mook to email publication.Then,it stopped publishing for a while and resumed publishing in 2020.Editor-in-chief Li Ting and her team have filled the weak areas of sci-tech mook with pioneering sensitivity and innovation in China.As a result,OFFLINE has achieved relatively high performance in the field of sci-tech books,and has been well received by readers and the industry,even though the number of the print books is few at present.The OFFLINE is an excellent example of the publication of sci-tech books in China,and also opens up the prospect of mooks with social responsibility.This paper adopts case analysis method and comparative analysis method.From the perspectives of publishing and editing,marketing and so on,this paper takes the sci-tech theme mook OFFLINE as a case and deeply explains its publication.In addition to the introduction and conclusion,the paper is divided into five chapters.Chapter one takes an overview of OFFLINE over the year,including the definition of“sci-tech theme mook” and “OFFLINE”,and elaborates the two journals that have far-reaching influence on OFFLINE.Building on the creative tool spirit of Whole Earth Catalog and the revolutionary success of Wired,the OFFLINE is a pioneering reading experiment.The second chapter,starting from the characteristics of the integration development of OFFLINE,expounds the uniqueness of the four aspects of OFFLINE: the multiple editions of online weekly and mook,the column orientation of geek spirit and humanistic feelings,as well as the content integration of science and technology and humanistic feelings.On the basis of the previous two chapters,the third chapter analyzes the marketing mix of OFFLINE from three levels: establishing core product competitiveness,expanding platform cooperation and exploiting contents secondary vitality.First of all,editor and author produce chemical reaction,content and form complement each other to establish the core competitiveness of OFFLINE.Secondly,using social media to cultivate readers of OFFLINE and exploring the potential of cooperation with all partners,so as to broaden the joint cooperation of the platform.Finally,using media to produce content and editing and reorganizing text content to realize the second innovation and value extension of content.The fourth chapter elaborates the reference significance of the publication of OFFLINE,and focuses on the practical achievements of content,form and marketing.From the topic planning and author selection of the joint efforts,OFFLINE embraces science and technology humanistic ideal in the content.Grasping the advantages of mook design and the depth of “long text”,OFFLINE shows its pioneering characteristics in the form.Using creative marketing and quality cultural and creative perspective to play the role of the brand,OFFLINE adheres to the whole marketing thinking.The fifth chapter,according to the current constraints of OFFLINE,puts forward a relatively sound and perfect thinking on the publishing strategy of sci-tech theme mook section.It provides enlightening experience for sci-tech theme books and mooks,and tries to create a publishing reference scheme for this kind of books from multiple perspectives.