Since 2010s，the rapid development of VR and AR technology has brought profound changes for publication，including its objects，participants and rules. In future，publish market will be subdivided，and “publish on demand” may become possible. To promote the transformation of publication in VR and AR era，the legal status for publications should be redefined，the “bottlenecks” of system and mechanism should be broken，and the creativity of different market subjects should be stimulated. Based on that，the industrial model as “big publication” with multi-fields cooperation，multi-subjects participation and multi-levels marketing would be established.