The December Issue Book Business featured the re-launch of the Top 20 Book Manufacturers, a ranking that lists the largest book manufacturers in the U.S. and Canada by revenue. To accompany that ranking, we interviewed top printing executives to find out how the printing industry has changed and the issues they think publishers should be most mindful of in the future. Printing experts shared insights on digital printing, minimizing supply chain costs, and integrating publisher and printer systems. The Q&As we published in the December issue were just snapshots, but following you'll find the full-length interview with Jim Fetherston, president and CEO of Worzalla.
What are some of the changes or trends you've seen emerge in the book printing market over the past year?
Two trends really stand out. The most favorable is the steady and significant increase in demand we've experienced throughout 2014. We are back to pre-economic downturn production levels.
The other is the sustained push for a reduction in cycle time. This is being driven by increased demand and the need to keep product in the supply chain while keeping a lid on inventory costs.
What important trends do you see on the horizon?
Embellishing books with more and more cover treatments, and not just visible decoration, but tactile upgrades as well. The old adage you can't judge a book by its cover may be true, but the cover certainly does help sell the book.
Another key trend we see for the printed book is longevity. The physical book will have to be tough enough to last on the shelf for an extended period of time.
Have you been particularly impressed by specific strategies any of your customers have employed to grow their print revenues?
We've seen a growing shift towards valuing total book cost (printing, distribution, inventory, etc.) over simple unit cost. Buying decisions are being based on this criterion as it can raise the publisher's revenue and at the same time reduce overall costs. It has resulted in bringing titles back for domestic production that previously would have been printed in Asia.
Naturally, Worzalla is grateful to see this work return to the U.S., but it has required us to reinvent the production process to be able to turn out even the most complicated of books in a fraction of the time we were given just a few years ago.
What are some new ways that publishers should be looking to their printers as partners for help, advice, solutions?
Printers are masters of controlling multiple inputs on the fly to coordinate a smooth production flow. The earlier our customer brings us into the planning stage, the more creative and efficient we can be. It also allows us to handle inevitable schedule changes that are always a part of the process. Smart publishers take advantage of this.
How are you working with publishers to help them save money, increase efficiencies, and drive revenue?
A major focus for us in the future will be toward providing an easier process for ordering reprints as well as new titles. Using electronic interfaces to facilitate an enhanced customer experience will provide solid value, but the key to doing it successfully will be to maintain traditional levels quality and attention to detail.
How is the continued rise and evolution of digital book printing affecting the industry?
Digital printing continues to expand its presence in many short-run print applications. However, what publishers want in digital print is offset quality and pricing but the economics are just not there yet, especially in the high quality book market.
We are watching digital inkjet web technology very closely though. While it doesn't offer our core customers high fidelity quality in color reproduction and flexibility in paper choices they demand, it is a growing force in the black and white and color picture book markets.
What would today's book publishers find most surprising about where digital book printing is today versus 5 years ago?
Five years ago, traditional offset printing was said to be at the end of its useful life, digital printing was going to take over and that just hasn't happened. While digital does fill a niche, offset remains the dominant technology in the high quality book manufacturing market.
What should publishers be thinking about when it comes to printing in 2015 and beyond?
With today's unprecedented amount of pressure caused by disruptive change, industry consolidation, and other factors, the last thing publishers need to worry about is their print provider. If they have a solid relationship with a printer who is nimble enough to act quickly to respond to the needs of a changing market, then they can focus on their core mission, which is to spot the next Harry Potter, 50 Shades, or Wimpy Kid.
The most important issue for publishers should be whether their printer has the skill to quickly satisfy the need for titles regardless of format or quantity resulting in no stock-outs in either retail or internet channels. Are they replacing unproductive, old equipment? Are they utilizing technology that actually works and allows them to be more efficient? And critically, is your printer retraining their work force for the rigors of today's market?
The printed book is alive and well. Yes, the ebook has carved out its share of the market and the book may be produced digitally, but the printed book is here to stay. Make sure your print provider is too.
- People:
- Jim Fetherston
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.