BISG WEBCAST -- Understanding Profitable Business Models (03.30.11)
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BISG WEBCAST -- Understanding Profitable Business Models (03.30.11) BISG WEBCAST -- Understanding Profitable Business Models (03.30.11) Presentation Transcript

  • Understanding Profitable New Business Dynamics for Publishers (Thanks to Digital Printing, and Beyond…) This BISG WEBCAST took place Wednesday, March 30, 2011 at 1:00 p.m. Eastern To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.phpBISG WEBCAST © 2011, the Book Industry Study Group, Inc.www.bisg.org
  • Creating a more informed, empowered and efficient book industry supply chain for both physical and digital products. BISG is committed to the development of effective industry- wide standards, best practices, research and events that enhance relationships between trading partners. www.bisg.orgBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 2www.bisg.org
  • Today’s presenters… ANGELA BOLE Deputy Executive Director Book Industry Study Group, Inc. JIM LICHTENBERG President Lightspeed, LLC JOE UPTON Principal/Vice President, Sales and Marketing Malloy Incorporated KENT LARSON Vice President, Print-On-Demand Bridgeport National Bindery (BNB)BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 3www.bisg.org
  • BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 4www.bisg.org
  • Jim Lichtenberg President Lightspeed, LLCBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 5www.bisg.org
  • BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 6www.bisg.org
  • BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 7www.bisg.org
  • “The way content is being exchanged among us is changing radically. This is driving AN EARLY BOOK PRINTING SHOP work-process Image courtesy of Blair Hedges, Penn State An early book-printing shop illustrated in a copperplate change.” print by Stradanus (1590). Copyright S. Blair Hedges A multi-channel, multi-format rapidly-changing industry.BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 8www.bisg.org
  • “I used to be asked to make 1000 copies of one thing… Now I’m asked to make one copy of a thousand things!” Comment at the digital roundtable in October 2010BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 9www.bisg.org
  • Publishing grew out of printing. What For the last 250 years, this is a has been the key printer relationship. in the digital Going forward, does all this age? change?BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 10www.bisg.org
  • The Challenges Publisher business models built around revenues from print. Established publishers under pressure to run two businesses. Publishers have yet to integrate long run, short run, ultra-short, and POD to maximize revenue over title lifetime. Long runs for warehouse inventory are becoming short runs for JIT inventory, or “no” inventory. New technologies are transforming printing and manufacturing.BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 11www.bisg.org
  • Yes! We need to align the transformations in publishing with the transformation in printing. The goal: to create profitable business models on both sides of the industry. Is there a productive relationship moving forward?BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 12www.bisg.org
  • Joe Upton Principal/VP, Sales and Marketing Malloy IncorporatedBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 13www.bisg.org
  • Malloy Incorporated 1960 Today
  • Who we are Family owned Full service one and two-color book printer Hard and soft-cover Multi-color covers, jackets and components Publishers across the USA $37 million in sales Produce over 31 million books / year 8,000+ jobs / year Range: 1 to 225,000 copies Median quantity: 2,000 copies 8 Timson webs for text 1-2/c, 4/c and 5/c sheet-fed Digital printing equipment for ultra-short run Storage and fulfillment solutions
  • Old Supply Chain
  • Change Drivers Digital printing and POD Web Commerce: • Paperless information flow • Retail—Amazon • Direct to consumer
  • New Supply Chain
  • Fragmentation Causes Complexityand Opportunity“Publishers have yet to  POD – Deep back list integrate long run, short run, or micro-demand ultra-short, and POD to maximize revenue over title  Short run and ultra-short lifetime” run (digital short-run) – Minimize inventory cost and cash outlay  Long run – Minimize printing cost per unit / maximize profit on sales
  • Print to Demand Printing what you need when you need it – Print to Need!Primary elements: Cost efficiency over broad range of quantities Speed to market Easy to manage
  • Cost Efficiency Unit Cost 256 pp | soft cover | 4/c cover Offset 1st Printing Digital Short Run Offset Reprint Reprint breakeven Digital vs. Offset ~ 400 New title breakeven Digital vs. Offset ~ 750 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 00 50 00 50 00 50 00 10 20 30 40 50 60 70 80 90 1, 1, 2, 2, 3, 3, 4,
  • New Technology=Cost EfficiencyNew casebinder at Malloy: 5-7 minute set-up vs. 30 minutes First book is good Cost effectively bind five copies
  • Speed: Books When Needed Uncertain about demand at launch: • Print too many—store cash in the warehouse • Print too few—miss sales Solution—fast turn at any quantity Total cost of two offset print-runs is the same at any combination of quantities
  • Books When Needed—Case Study The Book of Awakening (448 pp, soft cover) Copies Start Date Cycle Time* 6,000 23-Aug 12 30,000 13-Oct 9 10,000 4-Nov 8 50,000 23-Nov 5 37,500 30-Nov 4 5,000 7-Dec 4 15,000 14-Dec 8 15,000 27-Dec 5 15,000 19-Jan 9 7,500 23-Feb 11 191,000 *Working Days
  • Easy to Manage Simplified – Automated Transactions Web service tools for: • Pricing • Ordering • Job tracking • Inventory management
  • “The goal: to create profitable businessmodels on both sides of the industry.”Supply Scenarios to Consider: Source with specialists Split the flow: • Serve the channel from a distributor/warehouse • Feed the web through the printer  Save on transportation cost  Higher margin per sale
  • Flow from printer/distributor to the world •Optimize the whole •Simplicity: makes the publisher’s job easier •Maximize revenue per sale
  • Kent Larson VP, Print-On-Demand Bridgeport National Bindery (BNB)BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 28www.bisg.org
  • Bridgeport National Bindery, Inc.• Established 1947• Certified Library Bindery , member BMI• Restoration / Conservation• Five Divisions• Casebinding for printers needing high quality finishing from digital presses since 1991• Primary focus is binding. Began printing in 2003 to satisfy requests for single orders
  • So…what were you doing 20 years ago? (pre-Internet)• Digital printing enters the picture.• Lower quantities, lower expectations of quality.• Early adopters were STM publishers. – Higher margin / fewer books / text based• Books produced and then shipped to warehouses as traditional distribution model.
  • Next…what were you doing 10 years ago? (Web 1.0 bust/Napster suit)• Digital printing enters mainstream with higher quality B&W and improving color quality.• Computer use is ubiquitous at every level of production.• More publishers are experimenting with Print On Demand and begin drop shipping direct to customers.• Warehouses are receiving cartons, not skids.• New ideas, trial and error. Invention.
  • Now…why can’t I remember what I did yesterday? (Social Media/Devices / Apps?)• Choice abounds in physical and electronic formats.• Digital printing allows production of quality and convenience; reduced or no inventory in warehouses.• Growth of direct-to-user fulfillment. P and E books• It’s truly about the Long Tail
  • What does this mean to understanding profitable new business dynamics?• We have three styles of customers who seek us out and are looking for new ways to sell their books. • Publishers • E-Commerce / Web based start ups • Individuals
  • All are looking for the same thing:• They know their content matters…to someone.• They want their content available whenever.• They want high quality.• They are looking at the total cost of having this book available, inventory free; not just the cost of manufacturing.• Simply, each book ordered makes money.
  • Importing Files & Orders• Using EDI – files housed on local server. Titles are “set-up”. Orders are for “live” titles.• Using XML – files used, then purged.• Using email – files placed on ftp, imported and housed locally.Emerging technology:• Using SmartStream – assets housed at RIP level for building books.
  • Binding & Production• Casebinding – PVA Cold glue adhesive allows for rounded spine. – PUR (Polyurethane) allows for flexibility and strength to heavy ink coverage and coated papers. – Saddle Stitching allows for Library quality children’s books. – Covers are: printed and laminated or cloth with foil and Jackets.• Paperbacks• Saddle Stitch & Comb Binding
  • Shipping & Fulfillment• 1500 Shipments daily.• A shipment can be 1 book or a 1000. Average 2.5 books.• UPS, FedEx, USPS, Common Carrier.• Packing list contains publisher information: discounted pricing, branded logo and address.• BNB loves to be invisible.
  • Invoicing / back-up• All shipments confirmed electronically.• Each order has printing, binding and shipping detail itemized.• Invoicing by individual orders or weekly, bi-monthly or monthly.
  • Thank you! We’ll now take questions ANGELA BOLE Deputy Executive Director Book Industry Study Group, Inc. angela@bisg.org JIM LICHTENBERG President Lightspeed, LLC jimlichtenberg@mac.com JOE UPTON Principal/Vice President, Sales and Marketing Malloy Incorporated joe_upton@malloy.com KENT LARSON Vice President, Print-On-Demand Bridgeport National Bindery (BNB) KentL@BNBindery.comBISG WEBCAST © 2011 the Book Industry Study Group, Inc. 44www.bisg.org