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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Publishers realized that the ownership of printing presses was not core to their mission. What was core: acquiring and developing works for publication, as well as marketing and selling those works. Others could do non-core functions such as printing, shipping… and mixing ink from pigs' blood.
Other functions followed suit. While sometimes the source of heated polemics, today it is often the case (if not the expectation) that book design, composition, packaging, even manuscript editing, is performed by external service providers. The rationale is the same as outsourcing printing: Non-core functions are often more economically handled by external service providers.
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