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Publishers have started printing advertisements on book covers in amove to help their industry sustain development and survive. The book, My Son, Yo-Yo, written by the mother of renowned cellistYo-Yo Ma and released in March, was the first book to carry anadvertisement, said Li Baozhong, deputy director of the Publishers'Association of China. On the back cover, beneath a sentence describing the love between amother and her children, is the logo of a well-known Chinesetextile manufacturer. Li's association signed a deal in 2011 with Jinghua Aobo, aBeijing-based advertising agency, to promote products and serviceson book covers. Jinghua Aobo has signed agreements with more than 100 publishersacross the country, and plans to place advertisements on the coversof 10 more books shortly. However, all cover advertisements will be sayings related to publicservice in line with the theme of the books. Commercial enterprisesthat advertise can only display company logos and not products orprices, said Li. For every copy of a book with an advertisement sold, Jinghua Aobowill pay the publisher the equivalent of 1 to 2 cents, Li said. Books have the same rights as other publications, such asnewspapers and magazines, to carry advertisements, he said. "It's the traditional ideology that had stopped the use ofadvertisements in books. But now we are carrying out a meaningfultrial," he said. The trial will open a new gate for the publishing industry and willhelp sustain its development, he said. An industry insider said some publishers are finding it difficultto survive because the profits from book sales are small. Li Yi, deputy manager of Jinghua Aobo, said they do not chargeadvertisers at present, but will discuss the pricing with clientsand set fees later this year. "It's a start and we want advertisers to see the potential of thebusiness first. We also want to help publishers diversify theirearning opportunities by taking in advertising revenue," he said. The revenue of the traditional publishing industry each year is 40to 50 billion yuan ($6.3 billion to $7.9 billion), while the figurefor the advertising industry is 500 billion yuan. If books andadvertisements are combined, a 10 percent share of advertisementrevenue could help create another publishing industry, Li said. Liu Wei, a division chief with Jiangsu Literature and ArtPublishing House, which released My Son, Yo-Yo, said there had beenproblems placing the advertisement on the book cover. "Most editors were not willing to feature the advertisement becausethey did not want to ruin the book's cover design. The writer alsohesitated about this because she worried that the advertisementmight be at odds with the style of the work," he said. But Zhang Hongtao, a writer in Beijing, said he would allowadvertisements on his books if writers could share the benefits. "Books are products and putting advertisements in books iseconomically driven. It's feasible to have advertisements appear inbooks because it would not hurt writers' rights. Instead, it maybring us profits," he said. Liu said if readers' and advertisers' interests conflicted, orreaders did not accept advertisements on books, his company wouldreconsider the move. Wang Baosheng, assistant to president of the Writers' PublishingHouse, said his company would cautiously introduce advertisementsin books. "Advertisements would help boost publishers' profits, and it'sreasonable to combine literature with commercial messages, but thekey is how we can regulate it and avoid advertisements from beingoverused," he said. If publishers earn more by introducing advertisements, they shouldconsider surrendering some of the profits to readers by loweringbook prices, Wang added. The public holds different views about advertisements in books. "It would be quite weird if there were advertisements on books, andthey are likely to tarnish the joy of reading," said Zhang Yuanruo,a Beijing resident. Yang Tingting, also from Beijing, thinks literary classics andpoems should not involve advertisements, but it didn't matter ifbestsellers and contemporary books carried them. "It's OK to putadvertisements on book covers but I would never want to see theminside books," she said. I am an expert from tonercartridge-chips.com, while we provides the quality product, such as Hp Toner Chips Manufacturer , Minolta Toner Chip, Lexmark Toner Chips,and more.
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