Ready to Print
Behind Amazon.com’s purchase of new Hewlett-Packard presses and its plans for print-on-demand.
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The biggest limitation for Amazon’s POD effort currently is for best sellers that still need to be produced in larger print runs than what the HP presses can currently handle. Such larger quantities, however, may be one of the next hurdles to be overcome.
“Essentially … as that technology improves, publishers will continue to use print-on-demand technology further and further up the tail of selection,” Martin says. “There’s probably a point at which, down the road, even the best sellers will be printed POD. Nobody knows when that will occur, but definitely as the technology improves, I can see that happening down the road.”
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