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In 2006, China imported book copyrights by 10,950 types, but exported by 2,050 types only, with a ratio of 5.3: 1, showing a severely unfavorable balance. Before that, a even more severely unfavorable balance had lasted for years.
2006 became a critical year for Chinese books to change the declining worldwide. In the year, Chinese top leader, President Hu Jintao, and Li Changchun and Liu Yunshan responsible for the work of culture and propaganda all indicated certain concerns over promotion of Chinese culture, particularly international publishing of books. Hence, the “China Book International (CBI)” led by the State Council Information Office was launched and 3 years afterward, the “Translation and Publication Project of Chinese Cultural Works” was also launched to sponsor financially the translation and publishing of Chinese books to be published overseas. By advancing continually for 5 years, the import-export ratio of book copyrights of China was lowered to 2.9: 1, while the “two projects” became important Promoters for the “Going Out” of Chinese culture and Chinese books and played a positive role in changing the severe unfavorable balance of book import and export of China, increasing the international dissemination capacity of China, and displaying a good national image of prosperity and development, democracy and progress, civilization and opening, peace and harmony.
Promote Chinese Cul-ture by International Publishing and Displaying National Image with Exquisite Books
In the five years, the “two projects” had in total recommended 5,430 kinds of Chinese books overseas. “China Book International (CBI)” signed 455 sponsorship agreements with 54 countries and 322 publishing agencies, involving 1,558 items, 2,156 kinds of books and 33 languages. “Translation and Publication Project of Chinese Cultural Works” signed 26 spo-nsorship agreements with 9 countries and 17 publishing agencies for 373 kinds of books and 6 languages.
The “Two Projects” have helped in publishing rapidly and gaining influence in the international book market for such exquisite works of traditional culture as the Analects of Confucius and the Dream of the Red Chamber, and such books that represent the development of contemporary China in different fields as the “Collections of Pi Shu” launched by the Chinese Academy of Social Science, Innovation 2050: Science and Technology Revolution and Future of China published by the Chinese Academy of Sciences, Thirty Years Since the Opening-up in China: Changes in Growth Mode, Structure, and System of the Peoples’ Publishing House, and Thirty Years of Reform and Opening in China issued by Shanghai Century Publishing House. Professor Yuan Xingpei of Peking University and other 36 experts and professors spent 7 years of hard work on compiling the high-level academic work in four volumes, History of Chinese Civilization, of more than 1.656 million characters, but failed to have it published overseas for years. Upon implementation of the “Translation and Publication Project of Chinese Cultural Works”, it was made possible for Peking University sign the contract with Cambridge University Press, an internationally well-known publishing agency, for publishing the book in English version, and at 2012 London Book Fair, during the period for China as the guest country of honor, the book will be shown to readers through the British powerful marketing platform and marketing programs will be held in various countries afterwards. Being driven by “Translation and Publication Project of Chinese Cultural Works”, Cambridge University Press has also established the “ Treasure-house of Chinese Literature at Cambridge”, including translation and publication of such Chinese academic works as Cultural China of China Intercontinental Press and History of Chinese Arts of China Renmin University Press; translate the Chinese exquisite books of arts, culture, and science and technology into colloquial English in compliance with the reading habit of foreign readers, meet the needs of experts, scholars, public readers, and open a window for understanding China. As a project sponsored by “China Book International (CBI)”, the English collections of Development of Science and Technology in China published jointly by Zhejiang University Press and German Springer have been all treasured by US Library of Congress and sold on the famous website of Amazon, for international promotion of Chinese science and technology and advanced scientific research achievements. Copyright Export Goes beyond Expectation and Trade Deficit Is Signi-ficantly Reduced
The “two projects” have also promoted massively the capacity of China for overseas dissemination. As per statistics, in 2010, China exported 5,000 types of copyrights, with the import-export ratio of copyright being lowered to about 2.9:1, which is far beyond the target set forth, in the 11th Five-year Planning for Press and Publication Industry, to export 3,000 types of copyrights by the end of “11th Five-year”. The total export of copyright in 2010 for 32 member units of the ”Two Projects” Work Group (excluding the copyrights exported to Hong Kong, Macao and Taiwan) was up to 2,450 types, being 2.16 times of 1,132 types in 2006. Additionally, the “Going Out” modes have be continually innovated, including strategic cooperation, cooperative publication, foreign participation in planning, joint planning, engagement of foreign famous writers to compile, establishment of branches overseas and acquisition of overseas publishing agencies, and some internationally best-selling books started to emerge, and the capacity for overseas publication and dissemination has grown significantly. For instance, China Publishing Group, China International Publishing Group and others have established wholly-owned and joint-venture publishing agencies in Japan, USA, UK, France, and Australia, etc. By acquiring the medical book list of Canadian BC Decker Publishing Inc., People’s Medical Publishing House (PMPH) established PMPH (USA) Inc. Confucius from the Heart (Yu Dan) of Zhonghua Book Company has been exported in 28 languages and 33 versions, with a total overseas sales volume of over 300,000 copies. The book (in French version) was listed in the translation best-seller ranking consecutively for more than 20 weeks in France; for many times in India, it ranked the first among the translated books. For its “Rewriting Myth” international publishing project, Chongqing Publishing Group introduced, by means of participating in global publication cooperation, such books as Bi Nu—Story of Meng Jiangnv’s Bitter Weeping and King Gesar in more than 20 countries. Jilin Publishing Group introduced, in cooperation with Harper Collins, China’ Megatrends of Nesbit, a famous futurologist in the work, which attracted a major response worldwide by discussing the developments of China from a unique angle.
Primary Formation of “Going Out” Institutional Mechanism
Upon exploration for 5 years, the “Going Out” of Chinese books has primarily formed the working system and mechanism of “government promoting, enterprise playing the role, and market operation”. With consideration to both Chinese national conditions and international practices, the State Council Information Office of China has defined a complete set of particular working concepts: the working mechanism for the governmental department to provide policy support and sponsorship for translation, publishing enterprises to consult and negotiate independently with foreign publishing enterprises for projects and to operate in a market-based mode; the working system for establishing the work group led by the State Council Information Office and General Administration of Press and Publication and joined by the publishing organizations upon approval of application, on a voluntary basis, according to the Articles of the Work Group, which sets up an office and implements integration of discussing official business and handling affairs. Such series auxiliary measures as overseas propaganda and promotion and scientific research surveys are also one important segment in “Going Out”. Over the last five years, the State Council Information Office has successively entrusted China Press and Publication Institute and Renmin University Press to form the scientific research group to undertake a series of surveys such as Survey on Publications of China-theme Books in Major Western Developed Countries, timely master the basic status and developments of the international book market and prepare reports for group members as reference, which have been generally reflected as extremely beneficial for undertaking the “Going Out”. In addition, the government organized overseas visits, which has resulted in cooperative projects such as the strategic cooperation of Anhui Times Publishing Group with Polish Adam Marszalek Publishing House.
The “Two Projects” have successively created both a Chinese and a foreign expert teams. The Chinese expert team is composed of some experts and scholars undertaking, for a long period of time, trade in copyright and foreign press and publication, and from Chinese Academy of Sciences and Chinese Academy of Social Science also, mainly responsible for consulting, review of recommended books, evaluation of sponsored projects, evaluation of books for sponsored publication, and reporting the achievements, in different forms, to the group member units. The foreign expert team is composed of chairmen or CEOs of foreign famous publishing groups, experienced senior editors, and famous scholars in publication. They usually provide consulting services through mails, and gather in Beijing during the BIBF to provide the latest information of international book market, introduce about their experiences in advancing to the international market, and make proposals for Chinese books go gl-obal.
2006 became a critical year for Chinese books to change the declining worldwide. In the year, Chinese top leader, President Hu Jintao, and Li Changchun and Liu Yunshan responsible for the work of culture and propaganda all indicated certain concerns over promotion of Chinese culture, particularly international publishing of books. Hence, the “China Book International (CBI)” led by the State Council Information Office was launched and 3 years afterward, the “Translation and Publication Project of Chinese Cultural Works” was also launched to sponsor financially the translation and publishing of Chinese books to be published overseas. By advancing continually for 5 years, the import-export ratio of book copyrights of China was lowered to 2.9: 1, while the “two projects” became important Promoters for the “Going Out” of Chinese culture and Chinese books and played a positive role in changing the severe unfavorable balance of book import and export of China, increasing the international dissemination capacity of China, and displaying a good national image of prosperity and development, democracy and progress, civilization and opening, peace and harmony.
Promote Chinese Cul-ture by International Publishing and Displaying National Image with Exquisite Books
In the five years, the “two projects” had in total recommended 5,430 kinds of Chinese books overseas. “China Book International (CBI)” signed 455 sponsorship agreements with 54 countries and 322 publishing agencies, involving 1,558 items, 2,156 kinds of books and 33 languages. “Translation and Publication Project of Chinese Cultural Works” signed 26 spo-nsorship agreements with 9 countries and 17 publishing agencies for 373 kinds of books and 6 languages.
The “Two Projects” have helped in publishing rapidly and gaining influence in the international book market for such exquisite works of traditional culture as the Analects of Confucius and the Dream of the Red Chamber, and such books that represent the development of contemporary China in different fields as the “Collections of Pi Shu” launched by the Chinese Academy of Social Science, Innovation 2050: Science and Technology Revolution and Future of China published by the Chinese Academy of Sciences, Thirty Years Since the Opening-up in China: Changes in Growth Mode, Structure, and System of the Peoples’ Publishing House, and Thirty Years of Reform and Opening in China issued by Shanghai Century Publishing House. Professor Yuan Xingpei of Peking University and other 36 experts and professors spent 7 years of hard work on compiling the high-level academic work in four volumes, History of Chinese Civilization, of more than 1.656 million characters, but failed to have it published overseas for years. Upon implementation of the “Translation and Publication Project of Chinese Cultural Works”, it was made possible for Peking University sign the contract with Cambridge University Press, an internationally well-known publishing agency, for publishing the book in English version, and at 2012 London Book Fair, during the period for China as the guest country of honor, the book will be shown to readers through the British powerful marketing platform and marketing programs will be held in various countries afterwards. Being driven by “Translation and Publication Project of Chinese Cultural Works”, Cambridge University Press has also established the “ Treasure-house of Chinese Literature at Cambridge”, including translation and publication of such Chinese academic works as Cultural China of China Intercontinental Press and History of Chinese Arts of China Renmin University Press; translate the Chinese exquisite books of arts, culture, and science and technology into colloquial English in compliance with the reading habit of foreign readers, meet the needs of experts, scholars, public readers, and open a window for understanding China. As a project sponsored by “China Book International (CBI)”, the English collections of Development of Science and Technology in China published jointly by Zhejiang University Press and German Springer have been all treasured by US Library of Congress and sold on the famous website of Amazon, for international promotion of Chinese science and technology and advanced scientific research achievements. Copyright Export Goes beyond Expectation and Trade Deficit Is Signi-ficantly Reduced
The “two projects” have also promoted massively the capacity of China for overseas dissemination. As per statistics, in 2010, China exported 5,000 types of copyrights, with the import-export ratio of copyright being lowered to about 2.9:1, which is far beyond the target set forth, in the 11th Five-year Planning for Press and Publication Industry, to export 3,000 types of copyrights by the end of “11th Five-year”. The total export of copyright in 2010 for 32 member units of the ”Two Projects” Work Group (excluding the copyrights exported to Hong Kong, Macao and Taiwan) was up to 2,450 types, being 2.16 times of 1,132 types in 2006. Additionally, the “Going Out” modes have be continually innovated, including strategic cooperation, cooperative publication, foreign participation in planning, joint planning, engagement of foreign famous writers to compile, establishment of branches overseas and acquisition of overseas publishing agencies, and some internationally best-selling books started to emerge, and the capacity for overseas publication and dissemination has grown significantly. For instance, China Publishing Group, China International Publishing Group and others have established wholly-owned and joint-venture publishing agencies in Japan, USA, UK, France, and Australia, etc. By acquiring the medical book list of Canadian BC Decker Publishing Inc., People’s Medical Publishing House (PMPH) established PMPH (USA) Inc. Confucius from the Heart (Yu Dan) of Zhonghua Book Company has been exported in 28 languages and 33 versions, with a total overseas sales volume of over 300,000 copies. The book (in French version) was listed in the translation best-seller ranking consecutively for more than 20 weeks in France; for many times in India, it ranked the first among the translated books. For its “Rewriting Myth” international publishing project, Chongqing Publishing Group introduced, by means of participating in global publication cooperation, such books as Bi Nu—Story of Meng Jiangnv’s Bitter Weeping and King Gesar in more than 20 countries. Jilin Publishing Group introduced, in cooperation with Harper Collins, China’ Megatrends of Nesbit, a famous futurologist in the work, which attracted a major response worldwide by discussing the developments of China from a unique angle.
Primary Formation of “Going Out” Institutional Mechanism
Upon exploration for 5 years, the “Going Out” of Chinese books has primarily formed the working system and mechanism of “government promoting, enterprise playing the role, and market operation”. With consideration to both Chinese national conditions and international practices, the State Council Information Office of China has defined a complete set of particular working concepts: the working mechanism for the governmental department to provide policy support and sponsorship for translation, publishing enterprises to consult and negotiate independently with foreign publishing enterprises for projects and to operate in a market-based mode; the working system for establishing the work group led by the State Council Information Office and General Administration of Press and Publication and joined by the publishing organizations upon approval of application, on a voluntary basis, according to the Articles of the Work Group, which sets up an office and implements integration of discussing official business and handling affairs. Such series auxiliary measures as overseas propaganda and promotion and scientific research surveys are also one important segment in “Going Out”. Over the last five years, the State Council Information Office has successively entrusted China Press and Publication Institute and Renmin University Press to form the scientific research group to undertake a series of surveys such as Survey on Publications of China-theme Books in Major Western Developed Countries, timely master the basic status and developments of the international book market and prepare reports for group members as reference, which have been generally reflected as extremely beneficial for undertaking the “Going Out”. In addition, the government organized overseas visits, which has resulted in cooperative projects such as the strategic cooperation of Anhui Times Publishing Group with Polish Adam Marszalek Publishing House.
The “Two Projects” have successively created both a Chinese and a foreign expert teams. The Chinese expert team is composed of some experts and scholars undertaking, for a long period of time, trade in copyright and foreign press and publication, and from Chinese Academy of Sciences and Chinese Academy of Social Science also, mainly responsible for consulting, review of recommended books, evaluation of sponsored projects, evaluation of books for sponsored publication, and reporting the achievements, in different forms, to the group member units. The foreign expert team is composed of chairmen or CEOs of foreign famous publishing groups, experienced senior editors, and famous scholars in publication. They usually provide consulting services through mails, and gather in Beijing during the BIBF to provide the latest information of international book market, introduce about their experiences in advancing to the international market, and make proposals for Chinese books go gl-obal.