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1、TowardsConceptTransformationandFunctionInnovationofEditorsinOmniMedia [Abstract]AlongwiththeintegrationofthreebigNetsoftelecom,broadcastandinternet,thetraditionalpublishenvironmenthasundergonechanges.Facedwithvariousnewpublishingforms,theeditors,thecentreofpubli
2、shingactivity,shouldgetreleasedfromthetraditionalone-waymodeasthe"textgatekeeper"and"flattenpreprocessor",taketheadvantageofopportunitiestotransformconceptsandinnovatefunction.Theyshouldturnto"amphibious"roadbyinformationinteractiondevelopmentandsocialmarketing,t
3、rytoavoid"OpinionLeader","gearup"theeditingplatformaswellasachieve"longtail"effectofeditingproducts,soastobetterservethemasspublishing. [Keywords]:Omnimedia;concepttransformation;functioninnovation In2008,FengXiaogang'sfirstfull-lengthnovel"ifyouaretheone"was
4、synchronouslypublishedintraditionalbooks,theInternet,handheldreadersandmobilephone.Thenin2009Britishfilm"slumdogmillionaire"witheightoscarswasfirstpublished9globallyalongwiththeoriginalbook.In2010BeijingBookFair,thenovel"Confucius"ofHuMeiwassynchronouslyissuedbyC
5、hinaBookCompany,ChineseOnline,ChinaMobileReadingBase,HanWangCompanyandothermulti-channelmedia.ItthusappearsthatOmnimedia,derivedfromthetraditionalpapermediaanddigitalmedia,hasonceagainbecomethefocusofthepublishingindustry. InJanuary2009,thethirdgenerationmobilec
6、ommunication(3G)licensewasofficiallyapprovedtobelisted.InJanuarythisyear,theStateCouncilissuedatripleplayschemetointegratetelecommunicationnetwork,broadcastingtelevisionnetworkandInternetnetworkanddeterminedtherelatedpilotcities.Thetripleplayheraldsthechangeofpub
7、lishingenvironmentisboundtogiveashocktothetraditionalpublishingconcepts. Accordingto"The30thChinaInternetDevelopmentStatisticsReport"releasedbyChinaInternetNetworkInformationCenteronJuly19,2012,uptoJune2012,thescaleofChineseInternetusershasreached538million;Inte
8、rnetpenetrationcontinuestoriseto39.9%with388millionmobilenetworkusers,873mainlanddomainnamesand2.5millionwebsites.Mobilemicroblogusershasreachedto170million,ne
