(Beijing) – For John Makinson, CEO of the iconic British publishing house Penguin Group, there are two worlds in the publishing industry, in which the physical world represents finitude but in the digital, anything is still possible. Both of which, he says, require a strong brand.

If this is what really matters to modern readers inundated by constantly evolving formats in mass media, the publishing world may yet be able to start a new chapter. The plan is to turn digital, and to head for emerging markets, Makinson told an audience at the 2012 Beijing International Publisher's Forum in Beijing last month.