The Printers' Evolution
The big change over the past few years among the major providers is the depth and breadth of services offered. If you want to partner with publishers beyond print—and you'd better–—then you increasingly have to understand market trends and be able to think and act strategically. The need to communicate the same message across all mediums is essential, and the methods of doing this are now that much more sophisticated. So the right partnerships continue to be key.
BB: What new services are you offering book publishers that are most indicative of this change?
Jensen: We recently developed a business partnership with an e-book company and are now offering a very unique solution that creates a new e-book business model. It is platform-neutral and gives publishers—especially small- to medium-size publishing houses—some distinct advantages in the growing digital market. We also have a mobile marketing division that we expect to provide further synergies within our integrated book offering.
BB: What changes in the book publishing market are driving these changes?
Jensen: Consumers are driving the changes. They have preferences in how they want to access book content, and they want it on their terms. And while some consumers want to use only one channel, most want multiple methods of access. So, not having the ability and flexibility to deliver on a custom strategy can make you less competitive. Publishers are also realizing the potential to grow markets and revenues by maximizing the availability of their content.
BB: What is your outlook for print publishing in the coming year?
Jensen: We're cautiously optimistic about print publishing based on a gradually improving economy. While the significant growth will be in digital formats, we expect print to continue to hold its own. On-demand printing will continue its steady growth pattern because of its ability to be combined with offset solutions to replenish out-of-stock current titles as well as to keep backlist titles in print. In short, digital printing will continue to flourish because of the market flexibility and cost-savings it provides.