Book publishing should take silver hair reading into account
2022-03-17
Poet Lu You said well, "reading is interesting and forgetting the old". Reading is the longest companionship of the elderly. Generally speaking, the elderly belong to the "leisure class", especially the retired elderly who have received a certain education. They not only have a lot of leisure time, but also have less economic pressure. They are the most qualified to read calmly. According to the data of the seventh national census, China's population aged 60 and over is more than 260 million, accounting for 18.70% of the total population, of which the population aged 65 and over is more than 190 million, accounting for 13.50%. It is estimated that by 2025, China's elderly over 60 will reach 300 million, accounting for 21%, and the proportion of elderly over 65 will also reach 13.7%. By 2027, China will enter a deep aging society. The proportion of elderly people over 65 is higher than 15%, and the elderly reading team will be more and more large. At present, the elderly reading still faces many difficulties. Only in terms of book publishing, more attention needs to be paid to the elderly readers. In libraries and bookstores, I chatted with some elderly readers. Many of them reported that they were very limited in reading comfortable books. Now the book covers and packaging on the market are very beautiful, but it's not easy to see those with more stable style and larger words. Few publishing houses systematically publish books specifically for the elderly, which also makes some elderly readers find it difficult to find good books. Caring for elderly readers and constantly meeting their diversified and personalized reading needs has always been the direction of relevant departments. It is reported that since 2014, relevant departments have continued to recommend excellent publications to the elderly. In November last year, the office of the National Working Committee on aging, China Aging Association and China Publishing Association issued a notice to launch the "activity of recommending excellent publications to the national elderly in 2021". The notice requires that the contents of publications declared by publishing units can involve the medical, food, housing, use, transportation, entertainment and other aspects of the life of the elderly, which should be easy for the elderly to read in form, and large-scale books and books equipped with audio and video are encouraged to participate in the declaration. The Organizing Committee received 1380 kinds of participating publications declared by 363 publishing units, the largest number in previous selection. At the end of January this year, the evaluation results were publicized to the public, and the recommended catalogue was "expanded" from 50 to 100. In this case, in the daily book publishing, it is necessary for relevant publishing houses to follow the spirit of the above notice, fully consider the reading needs of the elderly, and try their best to provide more in-place publishing services. The first is the form of publication. The needs of elderly readers are often simple - non fancy cover, pleasing typesetting, appropriate font, large font size, large line spacing and large format. In terms of publishing content, it should meet the actual needs of elderly readers. A survey shows that the elderly are not only fond of health and health literature, but also dabble in current political news, life and entertainment, literary history and geography. On the basis of doing a good job in market research, the publishing house enriches the publishing categories around the reading needs of the elderly, so as to make them read more tastefully. It should also be mentioned that many elderly people are also interested in digital reading. While publishing paper books for the elderly, the publishing house has strengthened the production of e-books and audio books to provide more considerate services for the elderly to enjoy digital reading, which may be welcomed by the elderly readers. In addition, the elderly are usually more sensitive to prices. Silver hair publishing must more strictly control the publishing cost and reduce the price of books. Where conditions permit, it is advisable to provide government assistance for the "high quality and low price" of elderly books through financial subsidies, tax relief and other measures. Stendhal, a French writer, once said, "to be respected in old age is the best privilege of the human spirit." Respecting the elderly is reflected in all aspects, and caring for the reading needs of the elderly is one of them. If relevant publishing houses can make articles around the reading needs of the elderly, it can not only reflect a kind of social responsibility, but also harvest another blue ocean belonging to the publishing house itself. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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