IBPA recently hosted its annual Publishing University with a focus on “Rise & Disrupt.” One of its compelling sessions was “Beyond Print on Demand (POD).” This panel brought together experts from various facets of the publishing industry to discuss how publishers can evolve beyond the constraints of traditional POD services.
Panel Highlights
Keith Riegert, CEO of Ulysses Press, initiated the discussion by highlighting the diverse printing options available beyond POD, including offset and digital short runs. He emphasized the importance of finding the right mix of printing techniques to cater to different project needs. Riegert's company, Ulysses Press, utilizes a blend of POD, offset, and digital short runs to produce high-quality books, demonstrating the flexibility needed in today’s competitive market.
Paul Nylander of Illustrada brought a unique perspective from the production and design side. He elaborated on the potential for market differentiation through advanced printing techniques such as spot varnish, gold foiling, and specialized paper choices. Nylander stressed the importance of understanding the sensory appeal of a book—how it feels in the reader’s hands—and how these elements can elevate a book beyond the basic POD offerings.
Joe Upton from Gasch Printing shared insights on the capabilities and limitations of digital printing. His company specializes in all-digital printing with the capacity to produce anywhere from 10 to 2,000 copies, making it ideal for smaller runs that still require professional quality. Upton discussed how digital printers can bridge the gap between POD and larger offset runs, providing a versatile option for publishers looking to scale their operations.
Strategic Considerations
A key theme throughout the session was the strategic decision-making involved in transitioning from POD to more traditional printing methods. Riegert and Nylander both emphasized the importance of understanding the total cost of goods, including freight, distribution, and co-op fees. They highlighted the necessity for publishers to accurately forecast print runs to avoid the financial risks associated with holding large inventories.
The panel also addressed the critical role of partnerships between publishers and printers. Establishing a good fit between the two parties was underscored as essential for successful collaboration. This involves clear communication of needs and capabilities, ensuring that both the publisher and printer can align their goals and expectations.
Environmental and Ethical Considerations
The session did not shy away from discussing the broader impacts of printing choices. One panelist pointed out the environmental benefits of printing closer to the source of sales, reducing the carbon footprint associated with shipping books internationally. The importance of considering the working conditions in overseas printing facilities, urging publishers to weigh these factors in their decision-making process was also noted.
Future Directions
As the publishing industry continues to evolve, the experts at the session painted a picture of a more dynamic and flexible printing landscape. The advent of new technologies and the ongoing refinement of digital and offset printing methods promise to provide publishers with more tools to create high-quality, market-differentiated books.
Sessions like these are crucial in equipping publishers with the knowledge and resources they need to thrive in a rapidly changing industry. By embracing innovative printing solutions and fostering strong industry partnerships, independent publishers can continue to push the boundaries of what is possible in book production.
Alesha Brown is the founder and CEO of Fruition Publishing Concierge Services®, a hybrid publisher devoted to helping authors find their voice, monetize their expertise, and create profitable author platforms. Brown currently serves on the IBPA DEI Committee and IBPA Board of Directors.