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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With the advent of digital publishing, additional functions also became outsourced, such as the conversion of print titles into ebook formats. This conversion process is often viewed as non-core, and therefore appropriate for outsourcing, preferably taking advantage of lower offshore labor costs.
In many cases, outsourced service providers connect directly with one another to create an externalized production flow. For example, an external compositor may send the final PDF files used for print to an ebook conversion service provider. The publishing staff therefore assumes the role of an orchestrator of vendors, never actually directly performing the tasks involved in creating digital products.
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