Methodology

1.Scope

“Publishers” as defined for this survey include those publishing companies, partnerships, and independent organizations that had published in excess of four books registered with the National Central Library’s ISBN Net as of 2006. Government institutions and individuals were not surveyed. “Distributors” include those distributors having substantive operations and steady revenues and selling at retail stores (including hypermarts) and/or online.

2.Quantitative analysis

The study was conducted from September 20, 2007 to December 10, 2007. After questionnaires were mailed and returned, researchers contacted interviewees via telephone, email, or fax, or in person, to follow up on incomplete questionnaires. In total, 269 questionnaires were received from the publishing industry for a response rate of 32 percent. Respondents’ sales volume accounted for 53 percent of the industry’s total sales, while ISBN applications made by these publishers accounted for 56 percent of the industry’s total. From distributors, 603 questionnaires were retrieved, for a response rate of 46 percent.

3.Qualitative analysis

a.In-depth interviews

Before the quantitative analysis was conducted, in-depth interviews were held with publishing enterprises to obtain an overall understanding of the publishing industry’s situation. Owners or senior managers at 10 enterprises in the publishing and distribution fields were interviewed.

b.Literature reviews

Important news relating to Taiwan’s publishing industry, lists of bestsellers at domestic and foreign bookstores, statistics from ISBN databases, and various nations’ reports on their publishing industry, marketing cases, and information concerning the Chinese-language book market were collected. This information assisted in conducting quantitative and qualitative analyses.

c.Focus group discussion (FGD)

To ensure that the survey would be more precise and consistent with the development of the publishing industry, four group discussions were organized. Scholars, experts, publishers, and marketing representatives were brought together to discuss the industry’s current situation and development trends and to make suggestions.

4.Monograph analysis

Six teams of experts from industry and academia were asked to author monographs. Monographs penned included “Information Service for New Books in Taiwan and a General Introduction to the Publishing of Reference Books, Based on the ISBN/CIP Database of the National Central Library” edited by Tseng Kun-hsien of National Central Library’s ISBN Net; “My Thoughts on the Revival of the Publishing Industry” by Wang Cheng-hui, manager of the Business Department of Linking Publishing Company; “The Development of and Opportunities for Digital Publishing” by Fox Hsueh, CEO of Eslite Books Online; “The Last Mile for Online Bookstores” by Professor Huang Yu-kai of Nanhua University’s Institute of Publishing and Cultural Enterprise Management Studies; “The Nature of the Target Audience of the Publishing Industry” by Professor Liang Te-hsin of Fu-Jen Catholic University’s Department of Statistics and Information Science and Hsu Siao-yi, researcher for TrendGo Research and Survey; and “How to Find an Audience for Books” by Chen Ying-ching of b-oo-k.net/blog.