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  • E-book or physical book?

    電子書還是實體書?

  • You may be surprised to hear that for most, old school print on paper still wins.

    你聽到這個可能很驚訝,對大多數老派的人來說,印刷書還是完勝。

  • Despite digital media having disrupted many other industries.

    雖然數位媒體擾亂了許多產業。

  • 67% of Americans had read a physical book in 2017, but only 26% read an e-book.

    2017 年有 67% 的美國人讀過實體書,但只有 26% 的人讀過電子書。

  • So, why do people still prefer print over the convenience of reading on a smartphone, Kindle or Kobo?

    那麼,為什麼大家仍偏愛印刷書,勝於智慧型手機、Kindle 或 Kobo 的便利性。

  • You might think that electronic books, more commonly known as e-books, are relatively new.

    你可能會覺得電子書,更常見是叫 e-book,相對是新的東西。

  • But an initiative called Project Gutenberg claims to have started them all the way back in 1971.

    但是,一項名為古騰堡計劃的倡議,早在 1971 年就開始提倡。

  • Today, it still publishes books online, focusing on older works where the American copyright

    現在,它仍在線上出版書籍,主要是美國版權已過期的老作品

  • has expired so it can offer them for free.

    因此可以免費提供。

  • The modern e-book came around in 2007, when Amazon launched its Kindle in New York.

    現在的電子書出現在 2007 年,當時亞馬遜在紐約推出 Kindle。

  • It went on sale for $399 and was reported to have sold out in just five and a half hours.

    它的售價為 399 美元,據報導僅花了 5 個半小時就賣光。

  • By 2010, Amazon announced it was selling more e-books than hardcover printed books.

    到了2010 年,亞馬遜宣布電子書的銷售比精裝印刷書來得多。

  • At the time, many questioned the future of hardcovers and their relevance in the digital age.

    當時,許多人質疑精裝書的未來以及在數位時代的意義。

  • While the Kindle popularized e-books, the book industry is still dominated by physical versions.

    雖然 Kindle 推廣電子書,但出版業仍以實體書為主。

  • I met up with Meryl Halls, managing director of the Booksellers' Association, to learn why.

    我找到了書商協會的董事總經理 Meryl Halls,來了解其中的原因。

  • Print's been incredibly resilient actually, I think the e-book bubble has burst somewhat,

    印刷品其實適應力很好,我想電子書已經沒有那麼盛行了,

  • the sales are flattening off, I think the physical object is very appealing.

    但銷售逐漸平緩,我想實體書還是很有吸引力。

  • So the cover designs are often gorgeous, they're beautiful objects,

    封面設計往往很華麗,它們都很漂亮,

  • The book lover loves to have a record of what they've read

    書迷喜歡紀錄他們閱讀的東西,

  • and it's about signalling to the rest of the world, it's about decorating your home.

    它是向世界其他地方發出信號,也是美化你家的東西

  • In 2018, more than 2.7 billion books in all formats were sold in the U.S.,

    2018年,各類格式的書在美國賣出超過 27 億本。

  • for an estimated net revenue of almost $26 billion for publishers.

    出版商的淨收入估計將近 260 億美元。

  • And that's just the value of all books directly sold by publishers to retailers.

    這些所有書的價值,只是出版社直接賣給零售商的。

  • Of that amount, around $22 billion-worth were printed books,

    其中約有 220 億美元是印刷書

  • $2 billion were e-books and $1.2 billion were audio books.

    20 億是電子書,12 億是有聲書。

  • In the U.K. the same year, publishers' sales of printed and e-books topped $8 billion,

    同年在英國,出版商印刷書和電子書的銷售額突破 80 億美元,

  • with printed books taking $4.5 billion of that.

    其中印刷書佔 45 億美元。

  • Cookbooks are, they're having a resurgence, nature writing and nature books are doing

    食譜又再度熱賣,自然寫作和自然類書籍也賣得很好

  • incredibly well and it's partly the political landscape, people are looking for escape

    這部分是因為政治環境的關係,大家都在逃避,

  • but they are also looking for information, it's harder to have an emotional relationship with

    但他們也在尋找資訊,如果你是閱讀電子書的話

  • what you're reading if it's on an e-reader.

    就很難與你閱讀的東西建立情感關係。

  • It's obviously cheaper to produce e-books than print copies, but the number of printed books

    製作電子書明顯比印刷書便宜,但出版商向美國和英國零售商

  • sold by publishers to retailers in the U.S. and U.K. also outstrips the number of downloaded books.

    銷售的印刷書數量,也超過了電子書的下載次數。

  • Even the kind of books people like to read in print versus on an e-reader varies.

    甚至說大家喜歡看的書在印刷和電子書上也不同。

  • In the U.K., readers prefer fiction categories like crime, thriller and romance on their e-readers,

    在英國,讀者偏愛在電子書上閱讀小說類,像是犯罪、驚悚和浪漫類

  • but children's books are still dominated by print.

    但童書仍是由印刷書主導。

  • High profile launches like Three Women and of course, the Fifty Shades of Grey franchise,

    像《三個女人》和《格雷的五十道陰影》這樣高調地推出,

  • have also boosted print sales.

    也提升了印刷書的銷售。

  • But one study revealed that readers found it harder to recall the plot details of a short mystery story

    但是有一項研究表明,用 Kindle 閱讀時,相比於在平裝書讀相同故事的人

  • when they read it on a Kindle, compared to those who read the same story in a paperback book.

    讀者更難回憶起短篇神秘故事的劇情細節。

  • E-books really, a lot of innovation had started in the academic area of publishing,

    確實電子書,在出版的學術領域開始了很多創新,

  • and then of course they came into trade publishing and I believe, started off with romantic fiction

    當然,他們進入貿易出版業,我相信,從浪漫小說和

  • and possibly slightly erotic fiction because it was marvellous that you could read that

    可能略帶色情的小說開始,因為你可以完全匿名地在公開場合

  • in public totally anonymously.

    閱讀那些書,這是非常棒的事。

  • Traditional stores took a hit when Amazon started selling printed books online back in 1994.

    亞馬遜於 1994 年開始在線上銷售印刷書時,對傳統書店來說是一大衝擊。

  • In 2011, U.S. chain Borders declared bankruptcy, while Barnes & Noble's sales

    2011年,美國連鎖書店 Borders 宣布破產,而巴諾書店的銷售

  • have declined steadily for the past six years.

    在過去六年則穩定下降。

  • In 2019, activist investor Elliott Management bought Barnes & Noble.

    2019年,活躍的投資公司——埃利奧特管理公司買下巴諾書店。

  • And it also owns this U.K. chain, Waterstones, which has undergone a bit of a revolution in the past few years.

    它還擁有這家英國連鎖書店——水磨石,它在過去幾年經歷了一點革命。

  • How have bookshops reacted to Amazon Kindle?

    書店如何去應對亞馬遜的 Kindle?

  • Okay, well I think initially they were frightened and they did try and sell e-books,

    好吧,我認為最初他們都覺得害怕,他們確實嘗試銷售電子書

  • but I think what they discovered very quickly is that bookshop customers

    但我認為他們很快發現的是,書店客人

  • are coming into bookshops for a very particular reason.

    走進書店都有很特別的原因。

  • Their shops, their spaces are very welcoming

    他們的書店、空間都很受歡迎

  • and people are looking all the time for things to do that are not on screen.

    大家總是在找不用在螢幕上做的事。

  • In 2015, Amazon opened its first physical bookstore in Seattle's University Village mall,

    2015 年,亞馬遜在西雅圖大學村的購物中心,開了第一間實體書店

  • and it now has 19 outlets across the U.S.

    目前在全美有 19 間專賣店。

  • It uses information on Kindle reading habits to inform what it sells.

    其利用 Kindle 閱讀習慣的資訊來告知它們要賣什麼。

  • For example, it has anunputdownablesection in-store,

    舉例來說,店裡有個叫「愛不釋手」的專區,

  • which displays physical copies of books that Kindle readers finish in three days or less.

    展示 Kindle 讀者在三天或以內可以閱讀完的書。

  • E-books have also been a way for new authors to get noticed by mainstream publishers.

    電子書也成為新作家吸引主流出版商的一種方式。

  • Science fiction writer Hugh Howey published his e-book Wool in 2011.

    科幻小說家休豪伊在 2011 年出版了他的電子書。

  • It went on to sell more than 300,000 copies.

    當時賣出了超過 300,000 本。

  • And in 2012, American publisher Simon & Schuster bought the print rights.

    而在 2012 年,美國書商西蒙與舒斯特買下其版權。

  • But not every author is a fan of e-books.

    但不是每位作家都喜歡電子書。

  • The Catcher in the Rye author JD Salinger resisted digitizing his novels for years,

    《麥田捕手》的作者 J.D. 沙林傑,好幾年來堅持不將他的小說數位化,

  • but in August 2019, his son Mark agreed to publish them as e-books,

    但在 2019 年的 8 月,他的兒子同意將它們出版成電子書,

  • saying his father wanted to keep his work accessible and affordable.

    他表示他父親想要作品可以容易獲得且買得起。

  • So, what's the future of books, in any format?

    那麼,不論是任何格式的書籍,未來會長什麼樣?

  • While millennials get blamed for killing many industries, it's actually young people

    雖然千禧世代的人因殺死許多產業受到指責,但其實似乎是年輕人

  • that appear to be driving sales of printed books, especially in the U.K.

    在推動印刷書的銷售,尤其是在英國。

  • Sixty-three percent of physical book sales are to people under the age of 44,

    實體書的銷售有百分之六十三是在 44 歲以下的人

  • while 52% of e-book sales are to those over 45.

    而電子書銷量有 52% 是在於 45 歲以上的人。

  • It's a similar picture in the U.S., where 75% of people aged 18 to 29

    這與美國的情況類似,2017年,年齡在 18 至 29 歲間的人有 75%

  • claimed to have read a physical book in 2017, higher than the average of 67%.

    表示有讀過實體書,高於平均的 67%。

  • People always need knowledge and people always need stories, will it be the written word,

    大家總是需要知識,大家也總是需要故事,不論是書寫的文字

  • or will it be the spoken word, but it will still be stories and it will still be knowledge.

    還是有聲文字,它仍然是故事,也仍然是知識。

  • The book, in whatever format, has a strong future.

    不論是什麼格式的書,都有強烈的未來。

  • Thanks for watching.

    感謝觀看。

  • To see more of our content, check out the videos on the right.

    想看更多內容,請點擊右邊的影片。

  • And let us know in the comments below if you prefer old-school print or new-school e-books,

    你比較喜歡老派的印刷書還是創新的電子書?在下方留言告訴我們

  • and don't forget to subscribe.

    也別忘了訂閱。

E-book or physical book?

電子書還是實體書?

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B1 中級 中文 英國腔 電子書 銷售 出版商 閱讀 亞馬遜 格式

為什麼實體書仍比電子書暢銷|CNBC報道 (Why physical books still outsell e-books | CNBC Reports)

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    Jerry Liu 發佈於 2021 年 01 月 14 日
影片單字