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, Lightning Source Inc.)

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

  1. 1. DIGITAL BOOK PRINTING THE NEW ECONOMICS OF PRINT-ON-DEMAND David Taylor Lightning Source An Ingram Content company
  2. 2. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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