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 are in the process of defining the nature of their digital offerings. Most recognize that simply offering ebooks that are digital versions of print products is insufficient. If publishers are not immersed in the details of digital production and design and are dependent upon service providers and channel partners, they will lack the ability to meaningfully shape the future. The nature of their offerings, and therefore their role in the digital publishing landscape, will be defined by third parties: the Apples, the Amazons and the Inklings of the world.
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Andrew Brenneman
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