Why On Demand?
Also speaking about color cover and jacket treatment for short-run on-demand projects during BookTech '99 "Book Covers and Jackets: Materials, Methods and Case Studies, Part Two," David Getlen, product manager, digital printing systems, Agfa, Ridgefield Park, NJ, pointed out two design concerns of toner-based four-color web printing on-demand: color reproduction of large areas with solid colors and reproduction of certain shades of green. Getlen called on-demand a fast and efficient approach to printing. "I can customize every single piece that I do if that's what I want to do," he declared, noting that the distinguishing feature of print-on-demand is that it's always customer-driven. "The customer dictates, we respond," he said.
Now more than ever, Getlen pointed out, the new screening technologies, advances in color management and toner development, high job portability and standardized workflow allow print-on-demand to be more efficient, creating a situation where out-of-print books may be a thing of the past. In the meantime, lines between who's doing what are getting more and more blurred, he concluded. "We are no longer publishers or printers or manufacturers. We are all today information providers, and we can choose how we deliver the information."