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A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
A Gordon Toc 2009 Pod Tutorial
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A Gordon Toc 2009 Pod Tutorial

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Print on Demand and Digital Printing primer from Tools of Change 2009

Print on Demand and Digital Printing primer from Tools of Change 2009

Published in: Education
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Transcript

  • 1. Understanding and Profiting from Print on Demand Taking the Drama out of POD
  • 2. Vocabulary of POD Supercalifragilisticexpealidotious
    • Print on demand
    • Digital printing
    • Short-run/Ultra-short-run/ One-off printing
    • Self-publishing
    • Wholesaler/distributor
    • Distribution/fulfillment
    • Metadata
    • Chunking/bundling/repurposing
    • Alphabet City: PDF, XML, DAD/DAM, ONIX
    • Content
  • 3. POD: Principal Players Introducing The Cast
    • Printers: Bookmobile, BookSurge, ColorCentric, Edwards Brothers, ePac, Espresso/On Demand Books, Lightning Source, Sheridan…
    • Retailers/Wholesalers: Amazon.com, Baker & Taylor, Ingram Book Company…
    • Partners: LibreDigital, NetGalley, ReadHowYouWant, SharedBook, Value Chain International …
  • 4. Benefits of POD Identifying Success for your Business
    • Decrease Costs
      • Eliminate overstocks
      • Reduce warehousing
      • Decrease capital investment
    • Increase Revenue
      • Keep titles in print
      • Expand title list
      • Create new products and channels
  • 5. Uses for POD Leave Everything to the Imagination
    • Backlist (but not just long tail)
    • Just-in-Time Inventory
      • New Imprints
      • Distributed Print
      • Overseas Expansion
    • Bridging/Crashing
    • New Formats
      • Large Print
      • Personalized Content
      • Custom Content
  • 6. Backlist Life “He’s Not Dead Yet”
    • Oxford University Press
    • in Google Book Search
    •  15,564 OUP titles into Google Book Search
    • – 143,822,674 book pages viewed
    • – 734,818 “buy the book” clicks
    • – 47.21 “buy the book” clicks per book on average
    • – $40 average book price
    • Adapted with permission from presentation by Evan Schnittman presented at Start with XML conference, 1/13/2009
    • Click-to-Buy Conversion Rates
    $2,939,272 73,482 10% $2,645,345 66,134 9% $2,351,418 58,785 8% $2,057,490 51,437 7% $1,763,563 44,089 6% $1,469,636 36,741 5% $1,175,709 29,393 4% $881,782 22,045 3% $587,854 14,696 2% $293,927 7,348 1% Income Buys Buy %
  • 7. Just-in-Time Inventory How to Save on the Rent
    • Free Books: Bloomsbury Publishing Launches “Radical” New Academic Imprint
      • Library Journal , 9/23/2008
    • The Perseus Books Group Announces New Digital Printing Partnership with Edwards Brothers
      • Edwards Brothers press release, 1/28/2008
    • Northshire Bookstore Prepares to Launch Print-on-Demand Publishing Service
      • Bookselling This Week, 2/20/2008
    • Lightning Source UK and publisher Thomas Nelson Inc. announce best-seller title program
      • Lightning Source press release, 2/26/2007
  • 8. Crashing and Bridging Printing Miracles
    • Chelsea Green Makes Obama Book Available Early Exclusively on Amazon
      • Publishers Weekly , 8/15/2008
    • Gov. Sarah Palin biography brought to market by Epicenter Press and Ingram content companies
      • Lightning Source press release, 9/2/2008
    • University of Nebraska Press selects Lightning Source to bring Nobel Laureate titles to market
      • Lightning Source press release, 10/15/2008
  • 9. Additional Formats New Body from Old Parts
    • Large Print Up Close: Diverse content—edgier, younger—plus POD possibilities give new life to a venerable offshoot
      • Publishers Weekly , 5/19/2008
      • “ Releasing our large-print titles directly into paperback allows us to be more competitive in pricing… It'll also slide easily into a print-on-demand format at the end of the retail life cycle.”—Anthony Goff, Hachette
    • Penguin Launches Penguin 2.0, iPhone App
      • Publishers Weekly , 12/8/2008
    • SharedBook Introduces Smart Button™ Technology Through Partnerships with Encyclopaedia Britannica, Legacy.com, and SOHO Publishing
      • Press Release, 2/9/2009
  • 10. Deciphering True POD Costs Selling Digital Printing 101 Net revenue per unit/run 0 0 $$ Returns processing/unit sold 0 $ $$ Pick, pack, ship 0 0 $$ Overprinting 0 $ $$$ Inventory carrying cost 0 $ $$$ Receiving/stocking 0 $ $$$ Freight in $$$ $$ $ Print unit cost Avg. discount List price Returns processing/unit Return rate Annual sales Distributed One-Off Short Run to Warehouse Offset to Warehouse
  • 11. POD Limitations The Bad News
      • Limitations vary by vendor
        • paper variety
        • trim sizes
        • foil stamping
        • embossing
        • rough cut edges
        • sewn bindings
        • case-bound color
        • spot color
        • large page count, etc.
  • 12. How to Get Started Steps in the Process
    • Objectives: what do you want POD to accomplish?
    • Title set up: fees, process, file types, book specs
    • Workflow: design with POD in mind, anticipate when to turn it on
    • Identify vendors: capacity, production specs, realtionship
    • Know your numbers: true unit cost, inventory needs, turn-times (title set up, printing, shipping), etc.
  • 13. Curtain Call
    • Ashley Gordon
    • VP Business Development
    • SharedBook, Inc.
    • (t) 646-442-8832
    • (m) 646-280-7521
    • [email_address]
    • www.sharedbook.com

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