A Gordon Toc 2009 Pod Tutorial
13
Understanding and Profiting from Print on Demand Taking the Drama out of POD
-
Upload
ashley-gordon -
Category
Education
-
view
887 -
download
1
description
Print on Demand and Digital Printing primer from Tools of Change 2009
Transcript of A Gordon Toc 2009 Pod Tutorial
Understanding and Profiting from
Print on Demand
Taking the Drama out of POD
Vocabulary of PODSupercalifragilisticexpealidotious
Print on demand Digital printing Short-run/Ultra-short-
run/One-off printing
Self-publishing
Wholesaler/distributor Distribution/fulfillment Metadata Chunking/bundling/repurposing Alphabet City:
PDF, XML, DAD/DAM, ONIX Content
POD: Principal Players Introducing The Cast
Printers: Bookmobile,
BookSurge, ColorCentric,
Edwards Brothers, ePac,
Espresso/On Demand Books,
Lightning Source, Sheridan…
Retailers/Wholesalers:
Amazon.com, Baker & Taylor,
Ingram Book Company…
Partners: LibreDigital,
NetGalley, ReadHowYouWant,
SharedBook, Value Chain
International …
Benefits of POD Identifying Success for your Business
Decrease Costs Eliminate overstocks Reduce warehousing Decrease capital
investment
Increase Revenue Keep titles in print Expand title list Create new products
and channels
Uses for PODLeave Everything to the Imagination
Backlist (but not just long tail)
Just-in-Time Inventory New Imprints Distributed Print Overseas Expansion
Bridging/Crashing
New Formats Large Print Personalized Content Custom Content
Backlist Life“He’s Not Dead Yet”
Oxford University Press in Google Book Search
15,564 OUP titles into Google Book Search– 143,822,674 book pages viewed– 734,818 “buy the book” clicks– 47.21 “buy the book” clicks per book on average– $40 average book price
Adapted with permission from presentation by Evan Schnittman presented at Start with XML conference, 1/13/2009
Click-to-Buy Conversion Rates
Buy % Buys Income
1% 7,348 $293,927
2% 14,696 $587,854
3% 22,045 $881,782
4% 29,393 $1,175,709
5% 36,741 $1,469,636
6% 44,089 $1,763,563
7% 51,437 $2,057,490
8% 58,785 $2,351,418
9% 66,134 $2,645,345
10% 73,482 $2,939,272
Just-in-Time InventoryHow to Save on the Rent
Free Books: Bloomsbury Publishing Launches “Radical” New Academic Imprint
Library Journal, 9/23/2008
The Perseus Books Group Announces New Digital Printing Partnership with Edwards Brothers
Edwards Brothers press release, 1/28/2008
Northshire Bookstore Prepares to Launch Print-on-Demand Publishing Service
Bookselling This Week, 2/20/2008
Lightning Source UK and publisher Thomas Nelson Inc. announce best-seller title program
Lightning Source press release, 2/26/2007
Crashing and BridgingPrinting Miracles
Chelsea Green Makes Obama Book Available Early Exclusively on Amazon
Publishers Weekly, 8/15/2008
Gov. Sarah Palin biography brought to market by Epicenter Press and Ingram content companies
Lightning Source press release, 9/2/2008
University of Nebraska Press selects Lightning Source to bring Nobel Laureate titles to market
Lightning Source press release, 10/15/2008
Additional FormatsNew Body from Old Parts
Large Print Up Close: Diverse content—edgier, younger—plus POD possibilities give new life to a venerable offshoot
Publishers Weekly, 5/19/2008“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
Penguin Launches Penguin 2.0, iPhone App Publishers Weekly, 12/8/2008
SharedBook Introduces Smart Button™ Technology Through Partnerships with Encyclopaedia Britannica, Legacy.com, and SOHO Publishing
Press Release, 2/9/2009
Deciphering True POD CostsSelling Digital Printing 101
Offset to Warehouse Short Run to Warehouse
Distributed One-Off
Annual sales
Return rate
Returns processing/unit
List price
Avg. discount
Print unit cost $ $$ $$$
Freight in $$$ $ 0
Receiving/stocking $$$ $ 0
Inventory carrying cost
$$$ $ 0
Overprinting $$ 0 0
Pick, pack, ship $$ $ 0
Returns processing/unit sold
$$ 0 0
Net revenue per unit/run
POD LimitationsThe Bad News
Limitations vary by vendor paper variety trim sizes foil stamping embossing rough cut edges sewn bindings case-bound color spot color large page count, etc.
How to Get StartedSteps in the Process
Objectives: what do you want POD to accomplish?
Title set up: fees, process, file types, book specs
Workflow: design with POD in mind, anticipate when to turn it on
Identify vendors: capacity, production specs, realtionship
Know your numbers: true unit cost, inventory needs, turn-times (title set up, printing, shipping), etc.
Curtain Call
Ashley GordonVP Business DevelopmentSharedBook, Inc.(t) 646-442-8832(m) [email protected]
