[雙語翻譯]--外文翻譯--英國(guó)兒童出版社——嘗試向多媒體市場(chǎng)轉(zhuǎn)型（節(jié)選）

1、中文 中文 1430 字， 字，800 單詞， 單詞，4600 英文字符 英文字符出處： 出處：Anthoney A, Royle J, Johnson I M. The UK Children's Publishing House - Adapting to Change for the Multimedia Market.[C]// Electronic Publishing '99, Redefining the

2、Information Chain - New Ways and Voices:, Iccc/ifip Conference Held at the University of Karlskrona/ronneby - Elpub 1999, Karlskrona, Sweden, May 10-12, 1999. Proceedings. DBLP, 1999:269-278(10).THE UK CHILDREN’S PUBLISH

3、ING HOUSE - ADAPTING TO CHANGE FOR THE MULTIMEDIA MARKET.A Anthoney，J Royle，IM Johnson5.4. Product DevelopmentThe research has analysed the product range and focus of some children’s multimedia publishers. For all the co

4、mpanies studied, a common theme exists, in that their production of multimedia has been developed from their traditional base of mixed media kits and printed material for children and they all share similar product attri

5、butes.5.4.1. FocusAll the publishers studied develop a range of products from books, audio visual and spoken word, through to CD-ROM. Publishers’ concentration is currently on CD- ROM production, but all stated that they

6、 were increasing their focus in online publishing. In order to change successfully, the publishers studied felt that the shift in multimedia focus had to be gradual and would change only in response to a shift in the con

7、sumer’s technology base. Therefore, the Internet is currently being used primarily to compliment, promote or sell existing CD-ROMs and books. OUP editor, Sharon Cooper states, ‘It is building on our existing series, reso

8、urces, adding value, i.e. providing artwork, teaching materials, question/answer sheets, activity sheets that teachers can print out.’ (Cooper, 1999)The volatility of the multimedia market means that the threat of new o

9、r substitute products such as the Digital Versatile Disc (DVD), online and digital television, is a constant issue for children’s publishers. The power of the software manufacturer has previously caused problematic situa

10、tions, and indeed losses for publishers such as OUP and BBC in the multimedia market. Due to the nature of the market, many manufacturers in the 1990s have stopped trading, changed ownership, or merged with other compani

11、es. These problems have been overcome by publishers developing relationships with established manufacturers or by approaching manufacturers recommended by a reliable source. Large publishers with multimedia operations ar

12、e taking advantage of their assets and resources and are developing and producing digital products already. BBC Multimedia is the only publisher in the study who is developing their digital assets, noting that a digital

13、The cost of investment in multimedia is much higher than print, therefore publishers are finding that they must increase their international market focus, in order to gain a greater return on their investment. Publishers

14、 in the children’s multimedia market are creating new value and revenue by licensing content, selling rights to other publishers, exploiting their rights holdings to hardware companies and toy companies in the UK and are

15、 dealing increasingly with international rights sales.英國(guó)兒童出版社 英國(guó)兒童出版社——嘗試向多媒體市場(chǎng)轉(zhuǎn)型 嘗試向多媒體市場(chǎng)轉(zhuǎn)型5.4 產(chǎn)品研發(fā) 產(chǎn)品研發(fā)這篇調(diào)查分析了產(chǎn)品并重點(diǎn)闡述了幾家兒童多媒體出版商。這些公司的研究工作都有一個(gè)常見主題，從他們的傳統(tǒng)媒體工具和兒童印刷材料中開發(fā)出多媒體產(chǎn)品，他們有著相似的產(chǎn)品屬性。5.4.1 聚焦 聚焦出版商們通過書本、視聽、口頭語言研究開發(fā)了

16、一系列產(chǎn)品，刻錄只讀光盤。目前出版商都將重點(diǎn)放在只讀光盤產(chǎn)品上 ，不過他們都表示會(huì)越來越關(guān)注網(wǎng)絡(luò)出版。為了成功轉(zhuǎn)型,出版商都認(rèn)為多媒體的轉(zhuǎn)變必須是漸進(jìn)的,必須順應(yīng)消費(fèi)者需求的變化。因此,目前主要通過互聯(lián)網(wǎng)來推廣公司現(xiàn)有的只讀光盤和書籍。牛津大學(xué)出版社編輯的Sharon Cooper 強(qiáng)調(diào),它基于我們目前現(xiàn)有的系列和資源，例如，提供教師們可以打印出來的插圖、教材、答題表、活動(dòng)表等等。多媒體市場(chǎng)的波動(dòng)，意味著新型產(chǎn)品或者像數(shù)字多功能光盤和網(wǎng)

17、絡(luò)數(shù)字電視這樣的替代產(chǎn)品的威脅,是兒童出版商將一直面臨的一個(gè)問題。包括牛津大學(xué)出版社和英國(guó)廣播公司在內(nèi)的的多媒體出版商此前曾遇到一系列棘手的問題。由于市場(chǎng)的性質(zhì)，在九十年代有很多生廠商停止交易，改變所有權(quán)，或者與其它公司合并。通過與建設(shè)性企業(yè)和由可靠來源推薦的接近制造商建立合作關(guān)系，出版商解決了一些問題。英國(guó)廣播公司多媒體出版商是唯一一家研究和開發(fā)數(shù)字資產(chǎn)的出版商，他們的數(shù)字模式使得他們可以向兩個(gè)方向延伸—— 一個(gè)源于電視行業(yè)，一個(gè)走向

18、電視行業(yè)。他們也強(qiáng)調(diào)在產(chǎn)品中融入更多元素的重要性，“如果以前關(guān)注的是線下的活動(dòng)，那么現(xiàn)在應(yīng)該把重點(diǎn)放在線上活動(dòng)的運(yùn)轉(zhuǎn)上?！?Lee, 1999) 規(guī)模較小的傳統(tǒng)兒童出版商還在等待時(shí)機(jī)做DVD 產(chǎn)品，盡管他們目前已經(jīng)在尋找機(jī)會(huì)和制定策略（吸取只讀光盤發(fā)展的教訓(xùn)）。5.4.2 優(yōu)點(diǎn) 優(yōu)點(diǎn)出版商正在專注于他們產(chǎn)品價(jià)值的最大化。多媒體市場(chǎng)的經(jīng)驗(yàn)已經(jīng)使出版商們意識(shí)到研發(fā)具有獨(dú)特性功能產(chǎn)品的重要性?！安灰竿愕臅充N書會(huì)成為暢銷的只讀光盤?！保↙e