{"id":2822,"date":"2016-08-17T11:11:08","date_gmt":"2016-08-17T10:11:08","guid":{"rendered":"http:\/\/www.actnocturnal.com\/?p=2822"},"modified":"2022-02-12T19:47:08","modified_gmt":"2022-02-12T18:47:08","slug":"digitalni-gutenberg-5","status":"publish","type":"post","link":"https:\/\/www.anagord.com\/de\/digitalni-gutenberg-5\/","title":{"rendered":"Digitalni Gutenberg 5 – Cene Elektronskih Knjiga"},"content":{"rendered":"

(ili elektronsko izdava\u0161tvo \u2013 izazovi i granice; guest post Sonje Oci\u0107)<\/h3>\n

Iako su izdava\u010di i urednici duboko uklju\u010deni u prenos znanja i imaju veoma va\u017enu funkciju, izdava\u0161tvo jeste i verovatno \u0107e i ostati biznis, mada biznis koji snabdeva \u010ditaoce \u0161tampanim ili elektronskim knjigama koje obrazuju, informi\u0161u i zabavljaju. Pri tom, izdava\u0161tvo je i prili\u010dno veliki biznis. Na primer, godine 1999. u Americi je objavljeno 119.357 novih naslova; 2001. objavljeno je 141.000 novih izdanja, a 2002. godine 150.000. To zna\u010di da je 17.12 novih knjiga ugledalo svetlost dana svakog sata u danu, uklju\u010duju\u0107i i vikende i praznike.<\/p>\n

<\/p>\n

S druge strane, knjige su krhki proizvodi. Iako neki naslovi dugo traju, mnoge knjige imaju nepredvidiv i kratak \u017eivotni vek. Ako knjiga ne po\u010dne odmah da se prodaje, ona je mrtva i povla\u010di se iz knji\u017eara u roku od 6 nedelja.<\/p>\n

Ovo zna\u010di da je u poslu sa knjigama prisutna nesigurnost. Knjige se me\u0111usobno takmi\u010de u prodaji i u izazivanju pa\u017enje a izdava\u0161tvo je prinu\u0111eno da se prilago\u0111ava i to prili\u010dno brzo. Prilago\u0111avanje je postalo mnogo zahtevnije sa pojavom elektronskog izdava\u0161tva. Pored pove\u0107ane mogu\u0107nosti piraterije, drugi veliki problem koji mu\u010di izdava\u010dku industriju u digitalnom dobu su cene. Ili bolje re\u010deno, veliki igra\u010di, a to su velike tehnolo\u0161ke kompanije poput Amazona, koje diktiraju nove uslove.<\/p>\n

Istog dana u novembru 2007. kada je izbacio na tr\u017ei\u0161te Kindl \u010dita\u010d, Amazon je oglasio da \u0107e prodavati Njujork Tajms bestselere na Kindlu po ceni od 9,99 dolara. Ovo je izazvalo \u0161ok kod ve\u0107ine izdava\u010da u Americi. Sa tom cenom, Amazon je mogao da ima samo gubitke. O \u010demu oni razmi\u0161ljaju, pitali su se izdava\u010di.<\/p>\n

\"elektronsko<\/p>\n

U po\u010detnim danima e-knjige, izdava\u010di su o\u010dekivali u\u0161tede od digitalnog distribuiranja ali se ispostavilo da su te u\u0161tede ispod o\u010dekivanih. Izgradnja i odr\u017eavanje IT infrastrukture kao podr\u0161ke elektronskim knjigama zahtevalo je dosta ulaganja, a i ostali tro\u0161kovi su ostali isti \u2013 i dalje je trebalo pla\u0107ati autore, dizajn knjige, marketing i sl. Nastala je situacija da su razli\u010diti izdava\u010di doneli razli\u010dite odluke o odnosu cene elektronske i \u0161tampane verzije knjige. Neki izdava\u010di su odlu\u010dili da cena e-knjige bude za 20% ni\u017ea od \u0161tampane knjige, drugi su odredili fiksnu ni\u017eu cenu za sve e-knjige bez obzira na cene \u0161tampanih, a tre\u0107i su odlu\u010dili da uop\u0161te ne spu\u0161taju cene elektronskih verzija u odnosu na \u0161tampane, sa argumentom da su u\u0161tede minimalne i da je primarna vrednost knjiga u njihovom sadr\u017eaju, a ne u mediju. Kakva god da je odluka izdava\u010da, od prodavaca na malo, kao \u0161to je Amazon (za koje je uobi\u010dajeni popust 48%) o\u010dekivalo se da spuste cene e- knjiga, ali ne ispod cene ko\u0161tanja, kako je Amazon u\u010dinio u slu\u010daju bestselera. Sa stanovi\u0161ta izdava\u010da, takva odluka je bila besmislena, ali ne i sa stanovi\u0161ta Amazona. Nihov glavni cilj je bio da prodaju hardver, jer je Kindl u trenutku kada je izba\u010den na tr\u017ei\u0161te ko\u0161tao 399 dolara. Sadr\u017eaj (Njujork Tajms bestseleri) je bio samo sredstvo da Amazon to obezbedi i da sebi osigura poziciju na tr\u017ei\u0161tu hardvera, makar i po ceni privremenih gubitaka. Svejedno, ovakve cene su bile veliki pritisak na izdava\u010de da i oni spuste svoje cene, da bi Amazon smanjio svoj gubitak.<\/p>\n

Ukratko, veliki igra\u010di na Internetu vode igru i izdava\u010di tu ne mogu mnogo da u\u010dine. \u0160to je ja\u010di polo\u017eaj Amazona na tr\u017ei\u0161tu e-knjiga, utoliko je ve\u0107a opasnost za izdava\u010de. Amazon \u0107e imati monopol na tom tr\u017ei\u0161tu ba\u0161 kao \u0161to ga ima Epl (Apple) kada je u pitanju ajpod (iPod), i kakvu to mogu\u0107nost za pregovore daje izdava\u010dima? Jednog dana \u0107e Amazon re\u0107i izdava\u010dima: mi smo vam pla\u0107ali cenu koju ste tra\u017eili, ali sada imamo veliko tr\u017ei\u0161te i okolnosti su druga\u010dije, mi to vi\u0161e ne mo\u017eemo da dozvolimo. Ako \u017eelite da nastavite prodaju sadr\u017eaja na Kindlu, morate nam dati popust od 75% ili da smanjite svoje cene na 5 dolara.<\/p>\n

\"elektronsko<\/p>\n

Najve\u0107a opasnost ove Amazonove strategije obaranja cena je to \u0161to \u0107e navesti kupce da poveruju da je stvarna vrednost sadr\u017eaja zaista tako niska, ba\u0161 kao \u0161to je Epl proizveo utisak da je vrednost jedne pesme samo 99 centi. To je obezvre\u0111ivanje sadr\u017eaja koje potencijalno mo\u017ee da uni\u0161ti izdava\u010dku industriju. Jedini na\u010din da izdava\u0161tvo opstane je da se izdava\u010di dr\u017ee svojih interesa i da \u010dvrsto stoje iza vrednosti svojih sadr\u017eaja u pregovorima sa prodavcima na malo, pogotovu sada kada je Amazon jo\u0161 uvek zavistan od partnera u izdava\u010dkoj industriji. U svakom slu\u010daju, u interesu izdava\u010da je da se na tr\u017ei\u0161tu e-knjiga pojavi jo\u0161 neko sem Amazona i jo\u0161 neki hardver sem Kindla. Da je tako, pokazao je i slu\u010daj kada je jedan od najve\u0107ih ameri\u010dkih izdava\u010da, Macmillan u januaru 2010. predlo\u017eio Amazonu novi model trgovine \u2013 izdava\u010d odre\u0111uje cene, trgovac na malo uzima proviziju od 30% na prodate knjige \u2013 \u0161to je Amazon najpre odbio momentalno uklanjaju\u0107i mogu\u0107nost kupovine knjiga ovog izdava\u010da sa svog sajta, ali je vrlo brzo bio prinu\u0111en da pristane na novi model. Za\u0161to? Zato \u0161to je Makmilan odli\u010dno izabrao trenutak da uputi predlog \u2013 jedan dan po\u0161to je Epl izbacio na tr\u017ei\u0161te svoju alternativu Kindlu.<\/p>\n

Kreativne industrije se danas suo\u010davaju sa velikim izazovima. S jedne strane, isporuka sadr\u017eaja u digitalnoj formi mo\u017ee da omogu\u0107i kreativnim industrijama da otklone neke nedostatke povezane sa tradicionalnim lancem snabdevanja. Ali u isto vreme, to donosi i rizik \u2013 i to ne hipoteti\u010dki, \u0161to je muzi\u010dka industrija ve\u0107 iskusila – da sadr\u017eaj postane \u201ctopovsko meso\u201d za velike i mo\u0107ne tehnolo\u0161ke kompanije koje koriste sadr\u017eaj samo da bi prodale svoje \u010dita\u010de i svoje usluge, obezvre\u0111uju\u0107i na taj na\u010din intelektualnu svojinu. Neki \u0107e na tome zaraditi, neki \u0107e izgubiti, ali svakako postoji opasnost da usled toga, vremenom, do\u0111e do opadanja kvaliteta sadr\u017eaja.<\/p>\n

Ovo je nastavak u serijalu odli\u010dnih\u00a0postova autorke\u00a0Sonje Oci\u0107\u00a0\u2013 ukoliko ste propustili, I deo se nalazi\u00a0ovde<\/a>, a\u00a0IV deo\u00a0ovde<\/a>\u00a0a svi ostali izme\u0111u se mogu prona\u0107i\u00a0na blogu.\u00a0<\/strong>Izazovi i granice elektronskog izdava\u0161tva se nastavljaju a slede\u0107i put, Sonja se bavi\u00a0pitanjem elektronskih publikacija. <\/em>Ina\u010de,\u00a0Sonja Oci\u0107\u00a0\"ljubim\u010de\" radi u izdava\u010dkoj ku\u010di\u00a0Clio\u00a0kao sekretar redakcije i menad\u017eer za prava, dr\u017ei master iz filologije, kulturologije, i trenutno zavr\u0161ava doktorske studije na smeru kulture i medija na Fakultetu politi\u010dkih nauka.\u00a0<\/em><\/p>\n

p.s. \u017delite da napi\u0161ete knjigu od po\u010detka do kraja, a zatim je i objavite?\u00a0Prijavite se za najbolji\u00a0KURS KREATIVNOG PISANJA<\/a>\u00a0na svetu\u00a0\"\ud83d\ude42\"<\/strong><\/p>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

(ili elektronsko izdava\u0161tvo \u2013 izazovi i granice; guest post Sonje Oci\u0107) Iako su izdava\u010di i urednici duboko uklju\u010deni u prenos znanja i imaju veoma va\u017enu funkciju, izdava\u0161tvo jeste i verovatno \u0107e i ostati biznis, mada biznis koji snabdeva \u010ditaoce \u0161tampanim ili elektronskim knjigama koje obrazuju, informi\u0161u i zabavljaju. Pri tom, izdava\u0161tvo je i prili\u010dno veliki<\/p>\n","protected":false},"author":3,"featured_media":2143,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"amp_status":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[3],"tags":[],"class_list":["post-2822","post","type-post","status-publish","format-standard","has-post-thumbnail","category-pisanje"],"yoast_head":"\nDigitalni Gutenberg 5 - Cene Elektronskih Knjiga<\/title>\n<meta name=\"description\" content=\"Elektronsko izdava\u0161tvo - izazovi i granice; ili kako se formiraju cene e-knjiga cena sa pojavom elektronskog izdava\u0161tva. 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