The UK children’s publishing house – adapting to change for the multimedia market | Zendy

Audrey Anthoney | Zendy; Jo Royle | Zendy; Ian Johnson | Zendy

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The UK children’s publishing house – adapting to change for the multimedia market

Author(s) -

Audrey Anthoney,

Jo Royle,

Ian Johnson

Publication year - 2000

Publication title -

the electronic library

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.554

H-Index - 39

eISSN - 1758-616X

pISSN - 0264-0473

DOI - 10.1108/eum0000000005366

Subject(s) - publishing , promotion (chess) , creativity , order (exchange) , marketing , value (mathematics) , multimedia , point (geometry) , business , advertising , public relations , computer science , political science , geometry , mathematics , finance , machine learning , politics , law

The research project currently in progress aims to develop a comprehensive understanding of the childrenís multimedia publishing industry in the UK and the challenges of adapting to change for publishers who have entered the multimedia market in the 1980s and 90s. The preliminary findings of research which includes a questionnaire and several case study interviews on UK publishers producing multimedia for children are described. These pointed to a number of factors which appear to be critical to the success of publishers entering the market: ï modification of corporate culture, internal structures and processes ï branding of the companyís chosen multimedia identity ï focusing on the added value element of multimedia products ï promotion of organisational learning, innovation and creativity within the company ï sourcing necessary skills effectively

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