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
Facebook
Facebook
Twitter
Twitter
LinkedIn
LinkedIn
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">
Email
Email
3 Comments
Comments
The benefits are manifold. By having creative production occur down the hall from editorial and marketing—instead of half a world away—greater collaborative development can take place within the walls of the publisher. This creative collaboration is necessary to drive the innovation needed to define and shape the emerging characteristics of their digital offerings. This innovation, which must be driven by the publisher, cannot take place with production and design functions primarily outsourced.
3 Comments
View Comments
- People:
- Andrew Brenneman
Andrew Brenneman
Author's page
Related Content
Comments