世界期刊联盟：拓展视野：跨国出版现状分析报告（英文版）（27页）.pdf

1、March 2023The state of cross-border publishingExpandinghorizonsConsultingFIPP0203 Introduction05 How global traumas forced publishers to adapt08 The pros of cons of Core and Incremental models11 A look at some successful cross-border publishers19 The tyranny of tech21 A new start-up gives a glimpse

2、of the future23 Measuring cross-border successAuthor Pierre De VilliersEditor Sylkia J.Cartagena Designer Ian CrawfordFIPP CROSS-BORDER PUBLISHINGContents03International rescueAbout 20 years ago,I sealed my first international deal.It was for Top Gear Magazine,in Russia I think.It had taken a while

3、to negotiate but,in the end,everyone was satisfied.The parameters were simple we gave them the content and the brand,they made a magazine and gave us a share of the revenue.Using this model,we were able to expand Top Gear to more than 50 territories over the course of the next 10 years,all based aro

4、und this simple value exchange.It was only towards the end of my time working in the international business that the world began to change.First live events,then websites,and finally everything from the brands social presence to product licensing were suddenly a priority.Managing the competing deman

5、ds of a global brand,keen to ensure consistency in every market,with the unique local requirements of each market,became an incredibly complicated process.In that era were sown the seeds of the cross-border publishing landscape we find ourselves in today.That healthy tension between the owned and op

6、erated centre and the franchised periphery has only intensified and,in seeking to resolve it,publishers are revisiting the international strategies that have served them well for 20 years or more.In this report we have attempted to summarise the variety of approaches to both internationalisation and