Case Study: 16 Successes in Overseas Digital Printing
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PublicAffairs, a New York-based publishing company, and the company's founder, Peter Osnos, provided us with eight tips for success with digital printing:
1. Use digital printing to fill the blank of offset printing.
On-demand printing is the ideal solution to meet the short-term needs of customers for book printing. We know that if we wait for an offset press to complete all the orders for a bestseller, we will miss out on valuable sales opportunities; but if we can print a portion of the books first, then we can meet some small ones. The needs of independent book distributors have thus stabilized the market. In other words, on-demand printing is a good way to fill the gaps in traditional printing technology.
In October 2008, when George Soros's new book, The New Paradigm of Financial Markets, was officially launched, PublicAffairs quickly seized the market with on-demand printing technology and succeeded in 48 hours. Sold 2,000 new books.
2. Know when to force.
When a bestseller appears, publishers should be willing to pay a higher price for it. A lower profit margin is better than missing a sales opportunity, or even no profit. I believe that if there is no on-demand printing, many books will lose the chance to be on the New York Times bestseller list.
3, the customer is always right.
Don't tell your customers: "You have to wait until we are ready to get these books." Publishers must meet the needs of their customers, and we can indeed do this using existing technology.
4. Prepare for on-demand printing at any time.
Everyone knows that on-demand printing is an ideal replacement for traditional offset printing, and I also believe that every publisher is willing to use on-demand printing to meet customers' urgent printing needs for certain books.
5. Put aside doubts about quality.
The quality of hardcover books is no longer a problem. Consumers are simply unaware of the changes in printing methods. The only difference between on-demand printing and conventional offset printing is that the former cannot print matte covers – and this subtle difference is not found by consumers at all. I can assure you that no one will complain to publishers or printers because of this.
6. Change your working style for on-demand printing.
Generally speaking, if you have problems, it is definitely necessary to bring everyone together to solve it. However, in order to succeed in on-demand printing, you must change this kind of "bureaucratic" work style, you can not be The so-called program has tied hands and feet. We have a wealth of on-demand printing experience and are therefore more likely to make breakthroughs.
7. Help companies and distributors make decisions about using digital printing.
We have brought together publishers and distributors to learn how to use digital printing technology to publish, distribute and sell books. At the same time, we will also collect on-demand print information from places like ABA, BookSurge and Edwards Brothers. Publishers and distributors.