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Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
Ralf Schlozer, Infotrends
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Ralf Schlozer, Infotrends

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  • 1. Book On Demand Xplor Spain Ralf Schlözer Director On Demand Printing and Publishing 1.12.2009 © 2009 InfoTrends, Inc. www.infotrends.com
  • 2. Book Trends - Spain • Total number of copies published reached 255.5 million in 2008 Up by 12.6% over 2007 • More titles published than ever in 2008 In 2008 86,300 new titles were published – an increase of 15% over 2007 • Average Run length decreasing further In 2008 the average run length was 2,970 copies, a drop of 4.9% compared to the year before • The back catalogue is increasing About 18.500 of reprints were published, or 17.6% of all books - This is a much lower rate than in France, Germany or UK • More books in regional languages • Increases in exports © 2009 InfoTrends, Inc. www.infotrends.com 2
  • 3. Publishers Needing to get more Effective • Publishers need to rethink cost and revenue opportunities • Challenging the amount of unsold books Depending on source can range from 10% to 40% Spain had return rates from 15% to 24% in 2004 (small/large publishers) Each return costs an additional €0.50 to €1.50 in handling • Challenging the warehouse costs According to an source: Warehouse space costs between $8 and $12 per square foot per month. A pallet of 2,387 printed books takes up 13 square feet of floor space, so it costs about $130 or $.054 per book and month. - Electronic storage would cost $.00026 per month and book. • Increase the amount of titles in print © 2009 InfoTrends, Inc. www.infotrends.com 3
  • 4. The Long Tail Head Popularity Long Tail Products © 2009 InfoTrends, Inc. www.infotrends.com 4
  • 5. The Long Tail – For Books Mega Seller Popularity Majority of books in print Not very efficient to produce in offset Not printed today due to lack of production methods Products © 2009 InfoTrends, Inc. www.infotrends.com 5
  • 6. The Publisher’s Dilemma • Every book is a gamble It is difficult to forecast demand • Publishers traditionally focus on unit cost This tends to favor offset • Cash outlay and inventory control May favor digital © 2009 InfoTrends, Inc. www.infotrends.com 6
  • 7. The Digital Strategy © 2009 InfoTrends, Inc. www.infotrends.com 7
  • 8. Book On Demand - Business Models Production type: Short Run Run of 1 Professional Customer Group: Self-Publisher Publishers Distribution Wholesale/ Direct Sales model: Book dealer Higher Efforts Higher Margins © 2009 InfoTrends, Inc. www.infotrends.com 8
  • 9. Print On Demand (POD) Books • Short Run Digital Books: Generally less than a 1,000, but more than 50 or 100 copies Shorter than runs than what would be economically feasible in offset A small batch of books is ordered and then sold one at a time Small amounts of inventory and lower risk of obsolescence Order taking and finishing must be adapted to short runs Just an extension of the traditional publishing chain © 2009 InfoTrends, Inc. www.infotrends.com 9
  • 10. Print On Demand (POD) Books • True Print On Demand: Represents one-off printing The book is not printed until an order is received There is no physical inventory Short cycle time It is only feasible with highly automated digital print set-ups It is relatively rare, but it accounts for a growing segment of the market © 2009 InfoTrends, Inc. www.infotrends.com 10
  • 11. The Book Publishing World is Changing A Look at the U.S. • 2009 statistics about the U.S. book publishing market show that U.S. title output for traditional books decreased by 3.2% between 2007 and 2008, shrinking from 284,370 to 275,232 new titles and editions1). • However 2008 was extraordinary year for on demand short run books. Bowker projects that 285,394 on demand books were produced in 2008, representing a 132% increase over 2007‘s 123,276 titles 2008 was the second consecutive year of triple-digit growth in the on demand segment, and 2008 levels were 462% above what was seen as recently as 2006 1). 1) Bowker information management, 2009 © 2009 InfoTrends, Inc. www.infotrends.com 11
  • 12. How Long Is the Long Tail? • The jury is still out • Publishers are implementing programs and measuring results • What is the impact of open and searchable access to content? Does this limit or drive sales of hard copy books? • What is the future of the printed book anyway? Google digitizing books Emergence of E-readers © 2009 InfoTrends, Inc. www.infotrends.com 12
  • 13. E-Books Screen Reading Preferences Q.6: What statement describes your opinion regarding print on screen? (please select one) I generally try to avoid reading text on-screen, by printing out the text or using an available I do not mind printed version reading text on a 9.8% screen, even I prefer reading when the text is on-screen multiple pages documents as 42.5% they can have integrated multimedia content 14.1% If a text is longer I prefer to read a printed version 33.6% N = 1,341 Source: InfoTrends, Consumer Media Preferences in Advertising and Publishing, 2009 © 2009 InfoTrends, Inc. www.infotrends.com 13
  • 14. E-Books Unresolved Problems • Still a nascent market Q.7: Do you now own or do you expect to buy an electronic reader such as Sony Reader or Amazon Kindle? N = 1,341 Source: InfoTrends, Consumer Media Preferences in Advertising and Publishing, 2009 © 2009 InfoTrends, Inc. www.infotrends.com 14
  • 15. E-Books Unresolved Problems • Still a nascent market • Will only appeal to portions of the population • Multitude of devices and standards • Proprietary formats and closed shops • Unresolved issues on lending and exchanging e-books • Prone to piracy • Expensive readers make investment only worthwhile for very heavy readers • Covered by fixed price agreements? © 2009 InfoTrends, Inc. www.infotrends.com 15
  • 16. Summary © 2009 InfoTrends, Inc. www.infotrends.com 16
  • 17. Recommendations • There are big unexploited opportunities in the Long Tail Many publishers are still reluctant to exploit the back-list opportunity • A variety of market opportunities and niches exist for Book on Demand By type of publishers (large, small, self publishing), by type of book, run length spectrum, type of distribution,… • Set-up of end-to-end production system is necessary The more of the production & distribution chain is covered, the higher the margin – however expenses increase accordingly • Finishing is critical for short runs • Set-up or access to distribution network is critical • Have an eye on the E-Book situation © 2009 InfoTrends, Inc. www.infotrends.com 17
  • 18. ralf_schlozer@infotrends.com © 2009 InfoTrends, Inc. www.infotrends.com 18

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