ABSTRACT
Every literate society and culture has its own publishing industry serving its internal needs. Because publishing tends to be a language-and culturespecific industry that requires intimate connection with its market, a publisher from one culture cannot easily establish a meaningful presence in another. Even when large multinationals acquire local publishing companies, domestic publishing remains fiercely independent. Publishing both springs from and influences a culture at the same time, and an outsider cannot naturally participate in this subtle and nuanced interdependency. Successful publishing, which serves the needs of its indigenous population, is largely the domain of insiders. Tastes and viewpoints are different from one language and culture to another. What is important or useful information in China or other Asian countries may not be of interest in a European language or culture and vice versa. Broad similarities and categories of common ground can be found, but the perspectives and sensibilities are likely to be different.
