한국 대형 출판기업의 그룹화와 브랜드 다각화 분석

Abstract

Publishing environment has seen a great change in Korea, Japan and China since the three countries joined the World Trade Organization(WTO). Even though each of the three East Asian countries has distinct publishing industry, the fundamental goal seems to be the same: all aim to expand the business into a cultural industry, going more global and digital. In China, there was conglomerate integration in Shandong Publishing Group, which combined newspapers, magazines and publishers including: Shandong People’s Publishing House; Tomorrow Publishing House(children’s books); Shandong Literature & Art Publishing House; Shandong Press; and Shandong Magazines. In Korea, the trend was reverse. When a Korean publisher of Minumsa grew big enough, it diversified its business with specialized brands including: Science Books; Goldenbough; BIR; and Minumin ― it became a publishing group with parent-affiliated company relationship. Other Korean groups include specialized educational brands such as Daekyo, YBM and NE(Neungyule Education). In Japan, a parent publishing company plays a pivotal role in business diversification using OSMU(one-source multi-use) concept, in such fields as broadcasting, games, comics and magazines as well as publication. Korea started to see big publishing groups from the late 1990s, as the industry actively embraced various models including affiliated companies, spin-offs and imprints. These models are different from the typical merger and acquisition of the West or from the government-led reform of China. Affiliated company model is about specializing the area of publication; spin-off is about valuing the horizontal relationship among members; and imprint is about hiring competent editors and enabling them to manage independent business. Since the 2000s, such new brand strategies encouraged talented editors to develop quality contents based on independence and authority. The way forward for Korean publishing groups from 2010 and onward should be global and digital. Korea has a population of 50 million and the number of publishing companies has totalled 38,170 as of 2011; the domestic market has already been saturated. Big publishing groups are naturally looking at foreign markets and China is the most suitable one for their overseas expansion. Despite the strong regulations and distinct cultural differences, this market cannot be easily let go. It is necessary to find ways for exchange and cooperation with China. This study reviews the current status of Korean publishing groups, whose integration is clearly different from the models appeared in Japan and China and looks into the future of the publishing business.