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On-Demand Books
(continued from page 23)
biggest thing," he notes. "You have to
hire employees who care about producing a good product. You can train them
on what to look for and what makes a
good product, but they have to inherently have the desire to make sure good
products are being produced." Possessing
strong IT skills in the shop is also important. When tackling shorter-run, ondemand work, files have to be processed
more quickly, and you must target the
elimination of as many human touches
as possible, Lindemann says.
Stempler feels those just starting with
on-demand books need to train or hire
people skilled in selling the product, as
well as the in-house prepress capability.
"But producing on-demand books is really no different than producing marketing
collateral, brochures, or anything you
would print digitally," he says.
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The Future of On-demand Books
As mentioned earlier, experts like
Stempler and Lindemann are convinced
the category of on-demand books is
truly a growth area. Lindemann believes
the greatest growth
ahead will be witnessed in two areas.
One is in produc-
ing galley proofs or initial test market
copies, he reports. Publishers may want
to print 200 or 500 copies of a book
they plan to sell millions of. That test
market run is generated to learn, first, if
something is wrong with the book, and
second, if there seems to be as large a
market as anticipated.
"The other growth area is in backlist
titles," Lindemann says. "These are titles
that might have been great sellers in the
past, but are now selling maybe 1,000
copies a year. With shorter-run technology, we're able to produce those 1,000copy runs at a nominal charge compared
to what was paid in the past."
Stempler says the physical book's demise may occur
someday, but today is not that
day. "It's a significant revenue
stream and earnings opportunity," he says. "And for the
foreseeable future, we see
growth, not decline." ◗◗
May 2013 / QUICK PRINTING
41