A Gordon Toc 2009 Pod Tutorial

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

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A Gordon Toc 2009 Pod Tutorial

  1. 1. Understanding and Profiting from Print on Demand Taking the Drama out of POD
  2. 2. Vocabulary of POD Supercalifragilisticexpealidotious <ul><li>Print on demand </li></ul><ul><li>Digital printing </li></ul><ul><li>Short-run/Ultra-short-run/ One-off printing </li></ul><ul><li>Self-publishing </li></ul><ul><li>Wholesaler/distributor </li></ul><ul><li>Distribution/fulfillment </li></ul><ul><li>Metadata </li></ul><ul><li>Chunking/bundling/repurposing </li></ul><ul><li>Alphabet City: PDF, XML, DAD/DAM, ONIX </li></ul><ul><li>Content </li></ul>
  3. 3. POD: Principal Players Introducing The Cast <ul><li>Printers: Bookmobile, BookSurge, ColorCentric, Edwards Brothers, ePac, Espresso/On Demand Books, Lightning Source, Sheridan… </li></ul><ul><li>Retailers/Wholesalers: Amazon.com, Baker & Taylor, Ingram Book Company… </li></ul><ul><li>Partners: LibreDigital, NetGalley, ReadHowYouWant, SharedBook, Value Chain International … </li></ul>
  4. 4. Benefits of POD Identifying Success for your Business <ul><li>Decrease Costs </li></ul><ul><ul><li>Eliminate overstocks </li></ul></ul><ul><ul><li>Reduce warehousing </li></ul></ul><ul><ul><li>Decrease capital investment </li></ul></ul><ul><li>Increase Revenue </li></ul><ul><ul><li>Keep titles in print </li></ul></ul><ul><ul><li>Expand title list </li></ul></ul><ul><ul><li>Create new products and channels </li></ul></ul>
  5. 5. Uses for POD Leave Everything to the Imagination <ul><li>Backlist (but not just long tail) </li></ul><ul><li>Just-in-Time Inventory </li></ul><ul><ul><li>New Imprints </li></ul></ul><ul><ul><li>Distributed Print </li></ul></ul><ul><ul><li>Overseas Expansion </li></ul></ul><ul><li>Bridging/Crashing </li></ul><ul><li>New Formats </li></ul><ul><ul><li>Large Print </li></ul></ul><ul><ul><li>Personalized Content </li></ul></ul><ul><ul><li>Custom Content </li></ul></ul>
  6. 6. Backlist Life “He’s Not Dead Yet” <ul><li>Oxford University Press </li></ul><ul><li>in Google Book Search </li></ul><ul><li> 15,564 OUP titles into Google Book Search </li></ul><ul><li>– 143,822,674 book pages viewed </li></ul><ul><li>– 734,818 “buy the book” clicks </li></ul><ul><li>– 47.21 “buy the book” clicks per book on average </li></ul><ul><li>– $40 average book price </li></ul><ul><li>Adapted with permission from presentation by Evan Schnittman presented at Start with XML conference, 1/13/2009 </li></ul><ul><li>Click-to-Buy Conversion Rates </li></ul>$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. 7. Just-in-Time Inventory How to Save on the Rent <ul><li>Free Books: Bloomsbury Publishing Launches “Radical” New Academic Imprint </li></ul><ul><ul><li>Library Journal , 9/23/2008 </li></ul></ul><ul><li>The Perseus Books Group Announces New Digital Printing Partnership with Edwards Brothers </li></ul><ul><ul><li>Edwards Brothers press release, 1/28/2008 </li></ul></ul><ul><li>Northshire Bookstore Prepares to Launch Print-on-Demand Publishing Service </li></ul><ul><ul><li>Bookselling This Week, 2/20/2008 </li></ul></ul><ul><li>Lightning Source UK and publisher Thomas Nelson Inc. announce best-seller title program </li></ul><ul><ul><li>Lightning Source press release, 2/26/2007 </li></ul></ul>
  8. 8. Crashing and Bridging Printing Miracles <ul><li>Chelsea Green Makes Obama Book Available Early Exclusively on Amazon </li></ul><ul><ul><li>Publishers Weekly , 8/15/2008 </li></ul></ul><ul><li>Gov. Sarah Palin biography brought to market by Epicenter Press and Ingram content companies </li></ul><ul><ul><li>Lightning Source press release, 9/2/2008 </li></ul></ul><ul><li>University of Nebraska Press selects Lightning Source to bring Nobel Laureate titles to market </li></ul><ul><ul><li>Lightning Source press release, 10/15/2008 </li></ul></ul>
  9. 9. Additional Formats New Body from Old Parts <ul><li>Large Print Up Close: Diverse content—edgier, younger—plus POD possibilities give new life to a venerable offshoot </li></ul><ul><ul><li>Publishers Weekly , 5/19/2008 </li></ul></ul><ul><ul><li>“ 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 </li></ul></ul><ul><li>Penguin Launches Penguin 2.0, iPhone App </li></ul><ul><ul><li>Publishers Weekly , 12/8/2008 </li></ul></ul><ul><li>SharedBook Introduces Smart Button™ Technology Through Partnerships with Encyclopaedia Britannica, Legacy.com, and SOHO Publishing </li></ul><ul><ul><li>Press Release, 2/9/2009 </li></ul></ul>
  10. 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. 11. POD Limitations The Bad News <ul><ul><li>Limitations vary by vendor </li></ul></ul><ul><ul><ul><li>paper variety </li></ul></ul></ul><ul><ul><ul><li>trim sizes </li></ul></ul></ul><ul><ul><ul><li>foil stamping </li></ul></ul></ul><ul><ul><ul><li>embossing </li></ul></ul></ul><ul><ul><ul><li>rough cut edges </li></ul></ul></ul><ul><ul><ul><li>sewn bindings </li></ul></ul></ul><ul><ul><ul><li>case-bound color </li></ul></ul></ul><ul><ul><ul><li>spot color </li></ul></ul></ul><ul><ul><ul><li>large page count, etc. </li></ul></ul></ul>
  12. 12. How to Get Started Steps in the Process <ul><li>Objectives: what do you want POD to accomplish? </li></ul><ul><li>Title set up: fees, process, file types, book specs </li></ul><ul><li>Workflow: design with POD in mind, anticipate when to turn it on </li></ul><ul><li>Identify vendors: capacity, production specs, realtionship </li></ul><ul><li>Know your numbers: true unit cost, inventory needs, turn-times (title set up, printing, shipping), etc. </li></ul>
  13. 13. Curtain Call <ul><li>Ashley Gordon </li></ul><ul><li>VP Business Development </li></ul><ul><li>SharedBook, Inc. </li></ul><ul><li>(t) 646-442-8832 </li></ul><ul><li>(m) 646-280-7521 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.sharedbook.com </li></ul>

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