Digital Directions: "In-sourcing" Production and Design
Publishers must bring these functions back in house to foster the collaborations that will define their digital strategies
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In%20many%20cases,%20outsourced%20service%20providers%20connect%20directly%20with%20one%20another%20to%20create%20an%20externalized%20production%20flow.%20For%20example,%20an%20external%20compositor%20may%20send%20the%20final%20PDF%20files%20used%20for%20print%20to%20an%20ebook%20conversion%20service%20provider.%20The%20publishing%20staff%20therefore%20assumes%20the%20role%20of%20an%20orchestrator%20of%20vendors,%20never%20actually%20directly%20performing%20the%20tasks%20involved%20in%20creating%20digital%20products.<%2Fspan>%0D%0AAnd%20therein%20lies%20the%20danger.%20If%20publishing%20organizations%20remain%20outside%20the%20direct%20creative%20process,%20they%20have%20a%20limited%20ability%20to%20impact%20product%20innovation.<%2Fspan>%0D%0A%0D%0Ahttps%3A%2F%2Fwww.bookbusinessmag.com%2Farticle%2Finsourcing-production-design-creative-collaborations-digital-strategies%2F" target="_blank" class="email" data-post-id="3153" type="icon_link">
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In the late 19th century, Cincinnati was a media epicenter with a robust book publishing industry to rival New York. Publishing entrepreneurs realized that Cincinnati had two critical ingredients: a transportation infrastructure (in the form of the Ohio River) to distribute print product and copious amounts of pigs' blood, an essential component of 19th century printers ink, thanks to the thriving slaughterhouses of "Porkopolis." Enterprising publishers saw the opportunity, mixed the ink, printed the books and shipped them off on river barges. They had vision, gumption and plenty of elbow grease.
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