Digital Book Printing: The New Economics Of Print-On-Demand
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Digital Book Printing: The New Economics Of Print-On-Demand

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Panelists address how the agile content produced by an XML workflow enables revenue growth through more effective digital marketing, content licensing, and multi-format publishing. (David Taylor, ...

Panelists address how the agile content produced by an XML workflow enables revenue growth through more effective digital marketing, content licensing, and multi-format publishing. (David Taylor, Lightning Source Inc.)

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Digital Book Printing: The New Economics Of Print-On-Demand Digital Book Printing: The New Economics Of Print-On-Demand Presentation Transcript

  • DIGITAL BOOK PRINTING THE NEW ECONOMICS OF PRINT-ON-DEMAND David Taylor Lightning Source An Ingram Content company
  • ABOUT LIGHTNING SOURCE - Founded in 1997 - 650,000+ titles are stored in our digital library 9 - Digital and offset printing for complete supply chain management - 60,000,000+ single-copy books printed globally - Average print run is 1.8 copies - Global operation LaVergne, TN Milton Keynes, United Kingdom Allentown, PA - 6,500 publishing partners - 1.2 million books printed per month
  • PRINT ON DEMAND LIGHTNING SOURCE INC.
  • Repurpose content and sell it POD giving life … Revenue generation from content repurposed. Gain incremental revenue from print-ready files generated from a single hardcover title file. • Large print • Frontlist gaps • Long tail – hardcover and softcover • Backlist • Out of print • Special editions
  • Increased incremental revenue (more money…) For example, add revenue at little or no cost by having print-ready files of a single title for: Large print: $25 x 500 units = $12,500 Frontlist gap: $25 x 1000 units = $25,000 Special editions: $25 x 500 = $12,500 $50,000 additional revenue 1st year Long tail/backlist/out of print: $15 x 300 units per year = $4500 Special editions: $20 x 100 = $2000 Large print: $20 x 100 = $2000 $8500 incremental revenue every year from year two
  • Large Print Using POD, large numbers of titles can be made available without incurring significant costs • It’s not just for the older generation • 1 in 6 people 45+ years report some sort of visual impairment* (That’s a population of 16.5 million today – expected to rise by 20 million by 2010) • Social responsibility • POD removes the need for publishers to print speculative stock • Reflow text into larger point sizes * Source- Publishers Weekly – 5/19/2008
  • XML is everywhere XML is everywhere – especially in POD • Distributing catalogs (ONIX) • Rendering content (OEB, ePub, PDF) • Ordering content (EDI is still king, but XML formats are available too) • In fact, within Lightning Source, virtually all of our internal system communication are enabled via XML
  • A Perfect Storm…. Make the book available in multiple formats – XML Assume there is a demand – the long tail Let customers find it – the internet bookselling model Let publishers make money out of virtual inventory, single copy supply when there is a demand - POD
  • Publishers like this idea… • Multiple versions = increased sales • Reduced inventory = reduced capital • Get out of having big, costly warehouses • Social responsibility • Reduced shipping costs • Reduced carbon footprint • Improved availability messaging to customers = more sales Traditional model of publishing is shifting from one almost exclusively based on speculative inventory to one increasingly based on micro or virtual inventory
  • Stuff you need to make this really work…. • Genuine print on demand capability • Single copy production to allow move to micro or virtual inventory • Fast, rapid… • Digital workflow management • Quality – paper and case options • Secure repository for multi-purposed digital files • Linked to network of wholesalers, distributors, resellers • CDF capabilities • A genuine global footprint
  • Conclusion… Having an effective digital workflow enables you to re-purpose your content in a variety of formats/uses for little effort and cost. POD allows you to make all of them available for purchase for little effort and cost. Never lose a sale. Never disappoint a customer