Paper, the time-honored book, is and will continue to be the principal medium of expression in the publishing world. However, in the last few years this has not prevented the appearance of complementary mediums to the traditional means of publishing on paper: in some cases (Internet and the electronic book), perhaps against the wishes of most people in the sector and, in others (digital printing), due to the imperative need to reduce costs.

In the first place, then, we may consider the following: if all the webs on Internet are publishers, what is stopping the majority of traditional publishers from getting in on the act? Without doubt, the lack of clear business models and universal formats of publishing have up to now acted as a brake. In the coming years, however, we shall see successful payment initiatives multiply (subscription, sponsorship, pay-per-bit...) as well as the spread of XML and similar formats.

A second challenge for the sector, perhaps that which will hurt its feelings the most, is the electronic book. The pure electronic format (i.e., not printable) on PC, launched in 2001 by Planeta in Castilian and Enciclopèdia Catalana in Catalan, breaks the classic mould of the paper book. Here, the key factors for its growth (although it will be hard pressed to exceed a 5% market share in the next ten or fifteen years), will arise from the mixed formats (allowing for some printing), the portable lector, when the price stabilizes at about 100 euros, (16,500 pesetas), and reduces the price differential in relation to paper (which would have to stand at around 20 or 25%). But, actually, what will really ensure the success of the electronic book will be a practical kind of reason: the advantage of not taking up physical space.

Finally, the digital printing of small runs is the third great challenge. The need to reduce risks when launching titles and cut storage costs, and the market opportunity to republish books deleted from the catalog will be the driving force behind it.

To summarize, then, these three sectoral preludes have serious economic implications but do not affect the sector's raison d'être: to create content and experiences and promote culture.

Published in: Dossier econòmic de Catalunya, Dossier de les tecnologies; July 17, 2001