As a publisher who utilizes POD (print on demand) technology through Lightning Source (LSI), I found the following note I recently received to be very interesting. I never really thought about POD in this way. Can POD publishing be considered a more green and economically smart choice?
"A message from John Ingram
Thoughts on POD and the role it serves in the publishing industry
I started Lightning Source with the belief that print on demand was an essential part of the future of publishing. Twelve years later we are living through extraordinary economic times. Our industry is facing enormous challenges. We find ourselves at what I believe to be a tipping point of change for the way in which we publish, print and distribute books.
Now more than ever, I believe is the time for publishers to use print on demand to its full potential. This is no longer an optional novelty; nor is it just about the long tail or self publishing. I believe that it is at the heart of a book's life and the lifeline between a book and the modern consumer.
By matching supply to demand perfectly, publishers can be both bold and green in their decision making. They can reduce the restraints and uncertainties they are facing now and will continue to face in the future.
I would like publishers to seize the opportunities and stability that the Ingram Content companies have to offer. A single source of services where publishers can explore new content formats, reach more customers, explore new markets, and sell more without taking huge risks. More choices and revenue opportunities while eliminating substantial operational costs. Keeping books alive for consumers to buy and read. "
Thoughts on POD and the role it serves in the publishing industry
I started Lightning Source with the belief that print on demand was an essential part of the future of publishing. Twelve years later we are living through extraordinary economic times. Our industry is facing enormous challenges. We find ourselves at what I believe to be a tipping point of change for the way in which we publish, print and distribute books.
Now more than ever, I believe is the time for publishers to use print on demand to its full potential. This is no longer an optional novelty; nor is it just about the long tail or self publishing. I believe that it is at the heart of a book's life and the lifeline between a book and the modern consumer.
By matching supply to demand perfectly, publishers can be both bold and green in their decision making. They can reduce the restraints and uncertainties they are facing now and will continue to face in the future.
I would like publishers to seize the opportunities and stability that the Ingram Content companies have to offer. A single source of services where publishers can explore new content formats, reach more customers, explore new markets, and sell more without taking huge risks. More choices and revenue opportunities while eliminating substantial operational costs. Keeping books alive for consumers to buy and read. "
What do you think?
I agree that print-on-demand is a green technology because it reduces the number of unsold books that get destroyed, and it can reduce the amount of shipping in moving books though the supply chain.
POD is popular with small publishers because it reduces upfront costs and levels the playing field by making books more easily available through wholesalers.
Many large publishers use POD to keep backlist titles in print, but offset printing is more economical for frontlist titles that are printed in large quantity.
As the cost of POD falls, I think its popularity will continue to rise with publishers of all sizes.
Dana Lynn Smith
www.BookMarketingMaven.com
Posted by: Dana Lynn Smith | February 06, 2009 at 02:48 PM