Ready to Print
Behind Amazon.com’s purchase of new Hewlett-Packard presses and its plans for print-on-demand.
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“Say a title becomes very popular—this very niche title—and something happens in the news, let’s say,” Martin says. “Occasionally, what will happen is, because there’s a run on that title, it will stock out for the entire supply chain. And they’ll have to go into reprint mode. A benefit of this technology is to make sure you’re never out of stock. On Amazon.com, a customer can always buy that title.”
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