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This paper aimed to explore and identify the impact of digital transformation on the publishing industry in terms of consumer books. he rapid development of storage technology, audio transmission, image and multimedia communication models allows the creation of many highquality journalism products, from long, highvolume genre articles to indepth analytics, from virtual reality products to artificial intelligence (AI) messaging applications to interact with readers
TOPIC: THE IMPACT OF DIGITAL DISRUPTION ON THE PUBLISHING INDUSTRY In the context of the fourth industrial revolution with scientific and high-tech application models, the appearance of many modern media and the diversity and information explosion have profound impacts on all faces of social life (Daidj, 2015) New trends in the field of journalism and publishing, such as direct interaction and personalization of information, are drastically changing the way organizations produce information (Gaigher, et al., 2014) The rapid development of storage technology, audio transmission, image and multimedia communication models allows the creation of many high-quality journalism products, from long, high-volume genre articles to in-depth analytics, from virtual reality products to artificial intelligence (AI) messaging applications to interact with readers (Ness, 2018) Competition of press forms, traditional publishing with modern types, such as social networks, e-books (electronic books), virtual reality augmented books (vr-books), e-book applications on Smartphones led to the fact that print newspapers face a decline in revenue, electronic newspapers have to compete with social networks, publishing activities face many difficulties (Jiang & Katsamakas, 2010) This paper aimed to explore and identify the impact of digital transformation on the publishing industry in terms of consumer books Under the influence of the fourth industrial revolution, e-publishing has created utilities that outweighed traditional publishing, which changed the publishing model and process as well as reading habits and culture of consumers (Bashorun, et al., 2013) In this context, along with existing models, there will be new models in which the focus of the publishers is not only on the product itself, but on customer-oriented processes Publishers move from the role of the producer who create the publishing product to the role of service provider who provide content and information to connect the reader with the author (Oppenheim, 2008) Research and studies have predicted that there will be three parallel publishing models that possibly exist: Traditional model, focusing on printing (for big brands); model between media concentrating on creating and distributing content on different channels (for corporations holding big data and distribution networks); model of creating content services based on digital platform and customer network (model of the future - model 4.0) (Bashorun, et al., 2013) Along with the shift of the existing publishing model, there is also the appearance of a completely new publishing process - direct publishing by individuals (Jiang & Katsamakas, 2010) With electronic format, through the companies that hold bigdata infrastructure, the author brings his own books which are considered "brainchild" directly to readers without editing, introducing and advertising provided by the publishers as traditional publishing model (Warren, 2010) This means that the center of the publishing process no longer belongs to the publisher but the media holding the bigdata infrastructure It is obvious that if the author is not well-known or the book is not a work of specific research, this type of publication is difficult to reach readers, but it will be extremely convenient and cost-effective if the author and the work has shaped the audience for his own (Ness, 2018) This type of publishing has been found in developed publishing areas such as USA, Western Europe, Japan, and Korea (Warren, 2010) By deleting all boundaries of space and time, electronic publishing helps to reduce many stages of publishing traditional paper books so that the publishing products reach the most readers in the fastest way with the best quality (Annand, 2008) In fact, there has been a replacement of human resources with machines even in some previous editing jobs that could only have been done by humans, such as editorial work The development of artificial intelligence will support the maximum of editors in a number of tasks, such as aggregating all sources of information on the same topic worldwide, robots will replace technical editing, fine arts and printing labor; specialized software that will help with language editing at the spelling and writing level (Daidj, 2015) At the same time, it also helps publishers to streamline the apparatus while verifying the quality of the manuscript, controlling and eliminating "plagiarism" and copyright infringement (Annand, 2008) The advent of e-books, especially devices and software supporting reading, exchanging and buying and selling books, has created a real revolution in the publishing industry on receiving devices and archiveing book content (Johnson, 2009) FeelGood Statistics showed that with 22% of ebook users and 50% of people buying books on online services around the globe, technological media have proven their influence on the habit of making choices and reading books by modern readers (FeelGood Statistics, 2017) According to M Shatzkin on Idealog.com, the "big change" in the publishing industry is confirmed by the 2011 victory of the Amazon Group and Kindle e-reader device before the giant bookstore system Borders (Before the bankruptcy, Borders had a bookstore system in four countries: USA, Australia, New Zealand and Singapore with a staff of up to 16,500) (Shatzkin, 2007) The change in reading demand leads to a change in the consumption and distribution in the publication market (Jiang & Katsamakas, 2010) In the field of book distribution, the world publishing market has experienced a rapid shift in the distribution method as well as the change in the direction of promoting electronic publishing platforms and controlling the content of electronics publishing in the context of the strong 4.0 industrial revolution (Annand, 2008) Besides the mainstream publishing corporations, social media corporations, such as Facebook, Google, Amazon, Apple have been becoming the world's major publishers (Bashorun, et al., 2013) They have the advantage of capital, strong issuing ability and are particularly quick to offer more and more attractive book services (Johnson, 2009) Currently, revenue in the publishing market is inclined to the revenue of electronic publications (Johnson, 2009) According to Statistics, in 2004, e-book sales in the world reached only $646 million, which accounted for 6.4% market share, however by 2014 this number reached $3.8 billion, accounting for about 53% market share of the world book publishing revenue (Statistics, 2014) Typically, the US, one of the largest e-book development markets in the world, revenue from e-book publishing business in 2013 reached over $3 billion In the US, more than 200 traditional book publishers have closed their doors (Statistics, 2014) According to Statistics of online retailer Amazon, in July 2010, there were 143 e-books sold out of every 100 printed books sold respectively Along with that, the number of e-reading devices sold globally in 2010 increased by 79.8% compared to 2009, marking a new breakthrough of e-books compared to traditional paper books (Statistics, 2011) In China, there were 522/580 publishers deploying e-book publishing in 2010 (Statistics, 2014) Thus, it can be affirmed that e-book publishing in the world is predominant in the publishing industry (Johnson, 2009) In terms of consumer books, the appearance of electronic books has created a profound change for the publishing industry in the world due to the fact that the storage and dissemination of digital information devices increasingly play an essentially important role (Maxim & Maxim, 2012) Thanks to the advantages of capacity and convenience, e-books especially devices and software supporting reading, exchanging and buying and selling e- books has created a real revolution in the publishing world (Annand, 2008) Currently, after the decline of independent reading devices existance, a new line of e-books is integrated on many operating systems: Window, Mac, Linux, iOS, Android, Blackberry, WebOS increasingly dominate (Statistics, 2014) With just a smartphone, compact, readers can experience such as reading a paper book, flipping through each page Images, audio, video are integrated into e-books on real-time interaction, which are so very intuitive and lively (Maxim & Maxim, 2012) To better meet the needs of readers, major publishers around the world have stepped up electronic publishing, especially publishing online on the Internet (Carreiro, 2010) The pioneers are information technology corporations with the presence of big names such as Google, Yahoo, Facebook, combined with manufacturers such as Apple, SamSung, Nokia, Sony, starting to provide e-book products on mobile phones or allow e-book downloads through Appstore, Google play, in order to increase the application value of information technology products (Carreiro, 2010) This combination has created a huge document with tens of millions of titles worldwide (Google Play Books alone allows consumers to select, read and download over 4 million titles, according to Statistics, 2014) E-books have come to all audiences in the most natural and fast way In the future, with the development of e-books, a multi-platform media business model will be the destination of any type of mass media, including publishing (Gaigher, et al., 2014) The needs, tastes, and behaviors of readers have changed, so the release of published content is no longer confined to a method, but instead is conveyed in various formats and versions on many digital platforms (Catan, et al., 2012) New habits of readers such as buying, selling, choosing and exchanging books online, using e-books and vr-books (virtual augmented reality books) have forced publishers to find the direction of distribution and develop themselves if they don't want to be left behind (Maxim & Maxim, 2012) In terms of opportunities, first of all, basically, the purpose of publishing is to spread and share knowledge to the community and all humanity to keep and preserve the values of knowledge That goal will be best met with the industrial revolution 4.0 (Catan, et al., 2012) By erasing all boundaries, the digital transformation process opens a new turning point for sharing and spreading speed of knowledge (Bashorun, et al., 2013) The steps of traditional publishing (paper books) will be minimized so that the products reach the most readers, in the fastest time Besides, people have seen the replacement of machines even in some previous activities that could only be done by humans With publishing, it would not be strange if one day, the regular work of editors was replaced with specialized software In addition, the development of artificial intelligence will support the maximum of editors in a number of tasks such as aggregating all sources of information on the same topic worldwide, the robots will replace them in the publishing procedure or the labor of printing techniques, to help the publishing streamline the apparatus (Shatzkin, 2007) At the same time, it also helps publishers to check the quality of the manuscript, control the situation of "plagiarism" and access to the rapid progress of science and technology The reception of "input" information for publishing is also opening up new opportunities With the modern means at hand, globally connected, the information flow becomes extremely rich, the publishers no longer passively "wait" for the manuscript source, but they have the opportunity to find understanding and research the needs and tastes of the readers, or actively search for, then exploit the topic and finally put the authors to write (Carreiro, 2010) Thanks to the abundance and diversity of sources of information, today, the array of topics exploited and published is becoming more and more diverse (Daidj, 2015) The digital transformation will also help save circulation costs leading to lower publication costs, reduce environmental pollution, storage space (Johnson, 2009) With paper book publishing, publishers can only estimate the amount of the market needs to determine the number of prints, if the actual number of copies sold is smaller than the initial estimate, it will lead to the situation of inventory books, wasting a large amount of investment capital (Ness, 2018) All of these changes forced the workflow, as well as every publisher, to change themselves An editor can not only know how to edit articles, but must know how to combine multiple stages to create products That means employees in publishing industry must do multitasking - know how to do all the functions such as: have basic knowledge of programming, organize publishing via mobile devices (mobile publishing), by social media (social publishing) and build data building Besides, the editorial work also becomes more professional when the editor has many sources of information to verify and systematize information, especially, the editors need to participate more deeply in promotion and communication activities in a closed process of publishing work (Shatzkin, 2007) In conclusion, it is the fact that digital transformation process has made great influence on the publishing industry in the world It creates strong enforcement for publishers all over the world to take initiatives to adapt with changes in demands and tastes of readers Especially in consumer books, together with the fast development of e-books, publishers now are required to optimize their content production process Publishers no longer decides what content should be published but their readers who choose which type of content become popular and should be commercialized by publications References Daidj, N., 2015 Publishing Industry: What Is the Future of Newspapers, Magazines, and Books? Developing Strategic Business Models and Competitive Advantage in the Digital Sector, 12(3), pp 22-34 Gaigher, S., Roux, E l & Bothma, T., 2014 The effect of digital publishing on the traditional publishing environment Innovate 9, pp 95-101 Ness, S., 2018 Embracing the Digital Transformation in Publishing—and its Impact on Authors [Online] Available at: https://www.copyright.com/blog/embracing-the-digital-transformation-in- publishing-and-its-impact-on-authors/ [Accessed 08 March 2020] Jiang, Y & Katsamakas, E., 2010 Impact of e-book technology: Ownership and market asymmetries in digital transformation Electronic Commerce Research and Applications, pp 387-399 Bashorun, M T., Jain, P., Sebina, P & Kalusopa, T., 2013 The evolution of electronic publishing: a literature review Transnational Journal of Science and Technology, 3(4), pp 11-32 Oppenheim, C., 2008 Electronic scholarly publishing and open access Journal of Information Science, 34(4), pp 577-590 Warren, J W., 2010 The Progression of Digital Publishing: Innovation and the E-volution of E-books The International Journal of The Book, 7(4) Annand, D., 2008 Learning Efficacy and Cost-Effectiveness of Print versus e-Book Instructional Material in an Introductory Financial Accounting Course Journal of Interactive Online Learning, 7(2) Johnson, S., 2009 How the E-Book Will Change the Way We Read and Write Wall Street Journal FeelGood Statistics, 2017 Report on the world online ebooks 2017, New York: FeelGood Statistics Shatzkin, M., 2007 Publishing and Digital Change: The Implications for the Book Business in Australia [Online] Available at: https://www.idealog.com/blog/publishing-and-digital-change-the-implications- for-the-book-business-in-australia/ [Accessed 08 March 2020] Statistics, 2014 The revenue of electronic publishing on the global 2014, Washington DC: Statistics Statistics, 2011 Report on e-books revenue of Amazon in the USA 2011, Washington DC: Statistics Maxim, A & Maxim, A., 2012 The Role of e-books in Reshaping the Publishing Industry Procedia - Social and Behavioral Sciences, Volume 62, pp 1046-1050 Carreiro, E., 2010 Electronic Books: How Digital Devices and Supplementary New Technologies are Changing the Face of the Publishing Industry Publishing Research Quarterly, 26(4), pp 219-235 Catan, T., Trachtenberg, J A & Bray, C., 2012 U.S Alleges E-Book Scheme [Online] Available at: https://www.wsj.com/articles/SB10001424052702304444604577337573054615152 [Accessed 08 March 2020]