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<text><![CDATA[The genesis of the hyperbook, told by Nicole Lattès, Managing Director at Robert Laffont.<br />]]></text>
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<text><![CDATA[How was the hyperbook born ?<br />]]></text>
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<text><![CDATA[The hyperbook was originally born as a book -<br />]]></text>
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<text><![CDATA[which is a very important fact.<br />]]></text>
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<text><![CDATA[It is the principal format.<br />]]></text>
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<text><![CDATA[We're talking about 'le sens des choses'<br />]]></text>
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<text><![CDATA[- a project supervised by Jacques Attali<br />]]></text>
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<text><![CDATA[along with a great many collaborators -<br />]]></text>
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<text><![CDATA[all of whom are, I must admit, prestigious.<br />]]></text>
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<text><![CDATA[And 'le sens des choses'<br />]]></text>
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<text><![CDATA[is in fact a story of the future<br />]]></text>
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<text><![CDATA[which covers absolutely every subject.<br />]]></text>
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<text><![CDATA[So, we said to ourselves that,<br />]]></text>
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<text><![CDATA[since we were talking about the future,<br />]]></text>
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<text><![CDATA[we could move forward with an idea<br />]]></text>
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<text><![CDATA[of the book and its future<br />]]></text>
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<text><![CDATA[without being restricted to<br />]]></text>
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<text><![CDATA['paper' and 'digital' book formats.<br />]]></text>
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<text><![CDATA[So, there was an idea,<br />]]></text>
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<text><![CDATA[and I have to say it was in the mind of<br />]]></text>
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<text><![CDATA[- together with Jacques Attali, of course -<br />]]></text>
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<text><![CDATA[a young editor - Dorothée Cunéo -<br />]]></text>
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<text><![CDATA[and that idea was to add digital elements<br />]]></text>
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<text><![CDATA[to the paper format book.<br />]]></text>
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<text><![CDATA[What does digital technology enable ?<br />]]></text>
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<text><![CDATA[It enables additional images,<br />]]></text>
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<text><![CDATA[sounds and interactivity.<br />]]></text>
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<text><![CDATA[It's funny - it adds value, it's entertaining -<br />]]></text>
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<text><![CDATA[and in the end, it teaches a lot more.<br />]]></text>
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<text><![CDATA[These additional elements are very important.<br />]]></text>
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<text><![CDATA[So, of course,<br />]]></text>
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<text><![CDATA[in order to set up this whole operation,<br />]]></text>
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<text><![CDATA[we called upon Orange<br />]]></text>
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<text><![CDATA[which seemed to us - I mean it really is<br />]]></text>
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<text><![CDATA[the most prestigious of the operators -<br />]]></text>
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<text><![CDATA[as well as the most willing to work in this direction.<br />]]></text>
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<text><![CDATA[And they did it, and I have to say they did it enthusiastically -<br />]]></text>
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<text><![CDATA[which was really good.<br />]]></text>
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<text><![CDATA[Enthusiasm, effectiveness -<br />]]></text>
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<text><![CDATA[and the generation of a huge workload.<br />]]></text>
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<text><![CDATA[So, there you have it, that's how the hyperbook came into being.<br />]]></text>
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<text><![CDATA[The genesis of the hyperbook, told by Nicole Lattès, Managing Director at Robert Laffont.<br />]]></text>
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<text><![CDATA[So this is how publisher Robert Laffont enters the digital age ?<br />]]></text>
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<text><![CDATA[This is a first - a world first, moreover -<br />]]></text>
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<text><![CDATA[and we are very proud of that, very very proud.<br />]]></text>
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<text><![CDATA[Yes, but once again, for me, you know what is very important -<br />]]></text>
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<text><![CDATA[I'm a publisher -<br />]]></text>
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<text><![CDATA[I mean, I've been a paper format publisher for quite a few years now -<br />]]></text>
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<text><![CDATA[so what is very important is that we keep the book.<br />]]></text>
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<text><![CDATA[And (repeating myself again slightly)<br />]]></text>
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<text><![CDATA[- whilst enriching it with these technological innovations.<br />]]></text>
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<text><![CDATA[And this is indeed the first time<br />]]></text>
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<text><![CDATA[that a publisher -<br />]]></text>
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<text><![CDATA[and Robert Laffont is the first to do so -<br />]]></text>
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<text><![CDATA[which is why we are so proud.<br />]]></text>
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<text><![CDATA[The genesis of the hyperbook, told by Nicole Lattès, Managing Director at Robert Laffont.<br />]]></text>
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<text><![CDATA[Is the hyperbook more than a book ?<br />]]></text>
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<text><![CDATA[Yes it is more than a book.<br />]]></text>
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<text><![CDATA[First and foremost, it's a book, which exists in its own right,<br />]]></text>
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<text><![CDATA[and I really want to stress this point -<br />]]></text>
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<text><![CDATA[but it is also an innovative object.<br />]]></text>
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<text><![CDATA[Yes, we can call it that.<br />]]></text>
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<text><![CDATA[It is an innovative object<br />]]></text>
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<text><![CDATA[which can also apply to all sorts of books, of course.<br />]]></text>
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<text><![CDATA[Firstly we thought, whilst we were doing it,<br />]]></text>
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<text><![CDATA[of course we thought about the reader -<br />]]></text>
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<text><![CDATA[for whom it is a plus point.<br />]]></text>
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<text><![CDATA[And at the same time, I always add the<br />]]></text>
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<text><![CDATA[innovative aspect - which is an interesting plus point -<br />]]></text>
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<text><![CDATA[as well as being amusing.<br />]]></text>
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<text><![CDATA[We also thought about booksellers,<br />]]></text>
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<text><![CDATA[who do get a new form of book - to display<br />]]></text>
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<text><![CDATA[and one that is extremely original -<br />]]></text>
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<text><![CDATA[to display to their customers.<br />]]></text>
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<text><![CDATA[And we thought about authors -  76<br />]]></text>
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<text><![CDATA[because for the authors, this could be absolutely fascinating-<br />]]></text>
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<text><![CDATA[you see, whether it is on a novel -<br />]]></text>
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<text><![CDATA[we could add an element to a setting-<br />]]></text>
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<text><![CDATA[or on a journey, I don't know -<br />]]></text>
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<text><![CDATA[well, on just about anything -<br />]]></text>
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<text><![CDATA[why not a recipe, you see ?<br />]]></text>
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<text><![CDATA[And of course, for historical books, all the more so -<br />]]></text>
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<text><![CDATA[or for essays, such as this book put together by Jacques Attali.<br />]]></text>
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<text><![CDATA[The genesis of the hyperbook, told by Nicole Lattès, Managing Director at Robert Laffont.<br />]]></text>
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<text><![CDATA[Is the hyperbook only for technophiles?<br />]]></text>
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<text><![CDATA[Well, let me tell you, I know how to use it - and that's saying something.<br />]]></text>
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<text><![CDATA[And I'm no expert<br />]]></text>
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<text><![CDATA[in this technological domain.<br />]]></text>
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<text><![CDATA[But it's extremely simple.<br />]]></text>
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<text><![CDATA[All you need is<br />]]></text>
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<text><![CDATA[your mobile phone -<br />]]></text>
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<text><![CDATA[regardless of which operator you use.<br />]]></text>
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<text><![CDATA[You click on the flashcode,<br />]]></text>
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<text><![CDATA[and - instantly -<br />]]></text>
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<text><![CDATA[you get the additional information.<br />]]></text>
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<text><![CDATA[It might be sound, if it's a song,<br />]]></text>
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<text><![CDATA[there are some in this book -<br />]]></text>
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<text><![CDATA[or it might be cards, there are also some of them in this book -<br />]]></text>
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<text><![CDATA[they are either complementary or interactive with other -<br />]]></text>
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<text><![CDATA[participants, I'd say.<br />]]></text>
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<text><![CDATA[Or even with the author, ultimately.<br />]]></text>
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<text><![CDATA[Well, I think I've said everything there was to say,<br />]]></text>
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<text><![CDATA[it's easy as pie, and it's free.<br />]]></text>
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<text><![CDATA[You can get a sneak preview of the flashcode/hyperbook experience for yourself,<br />]]></text>
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<text><![CDATA[from September 9th at 9.30 am, by going to <a href="http://www.hyperbook-lesensdeschoses.com" target="_blank">www.hyperbook-lesensdeschoses.com</a><br />]]></text>
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<text><![CDATA[Innovation has found its television.<br />]]></text>
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