Abstract:

China’ s digital publishing industry has been developing very quickly, but it isn’ t strong enough to
substitute the traditional one yet. So China is still in the exploratory phase to find some profitable models for it. The
Long Tail Theory unveils the brand-new production and consumption ways caused by the digital technology, and there
some rules should be followed to make profit under such circumstances. The article discusses the prospect of the Theory,
hopes the study and the application of it would facilitate Chinese digital publishing industry’s transition from theoretical
exploration to practical operation.