The industry’s pace of change quickens as digital content technologies advance, print-on-demand becomes more prevalent, and declining readership and reaching today’s consumers continue to pose significant challenges.

By James Sturdivant

The sheer number of titles being published makes this marketing challenge even more difficult, says Kelly Gallagher, general manager of business intelligence at RR Bowker. While figures for 2007 are not yet available, the number of titles produced has gone up “dramatically” because of print-on-demand and the breaking up of works for separate sale and distribution in digital format, says Gallagher.