As reported recently in a BookBusinessMag.com article entitled Is Digital Printing the Key to a More Nimble Industry, industry consultant Marco Boer shares how digital printing can help publishers and book manufacturers lower their risk in cost-effectively investing in new, aspiring authors.
“Digital printing allows publishers the ability to take the risk on an unknown author who could turn out to be a real gem and enable him to get out via a traditional publishing route, as opposed to self-publishing.” Marco Boer
Mr. Boer indicates that self-publishing is an even bigger threat to the publishing industry than e-Books, and that the use of digital printing provides the ability to test a new author’s drawing power by running shorter runs through traditional marketing channels.
“If you think that a particular author might not sell more than 200 books, you’ll go with digital printing,” Boer stated. “But the benefit of digital is that you can easily scale that and print another 200 digitally in a couple of days.”
If these test book runs gather momentum quickly, then the risk of converting to a large offset run is minimized and the opportunity for discovering the next promising author talent enhanced.
Mr. Boer estimates that while only 5% of the printed pages for books are printed digitally worldwide today, the number of book titles this represents could be close to a third of total books published. This is particularly true in the United States.
“Amazon has basically completely upended how books go to market,” said Boer. “The ability to order these very short runs has brought all these new authors into the business.”
Digitally printing provides publishers and book manufacturers a cost-effective and viable option for taking full advantage of their ability to get a hit new book to market quickly while discovering the next great novelists.