Identifying New Markets

170192449While the book market remains a key revenue generator for publishers, the industry is ever evolving and, in the process, creating exciting new opportunities for publishers to think outside-the-box and explore unconventional print offerings. The question here remains: how do you expand your core offerings to adapt to the way people are choosing to consume media? By embracing customization to traditional offerings, publishers can identify new ways to grow their business.

Today, marketing trends often calls for interaction beyond the printed page. Publishers can address this trend by expanding their offerings to include visual search capabilities, making the most out of print by connecting it to digital content in an intuitive and compelling manner.  By embracing this digital push, publishers can work with manufacturers and customers directly to support their multichannel efforts, opening up a completely new revenue stream.

As the printed book versus e-book debate continues on, sales of printed books continue to hold strong.   While e-textbooks are becoming increasingly popular, the unique way in which readers can connect with printed text is still very appealing- especially with students. Publishers have the opportunity to take advantage of this trend by marketing their traditional print media offerings, which students already prefer, with customizable options for geographic regions and various universities. For example, digital inkjet production capabilities greatly appeal to academic institutions who want to provide customizable options like version­ing and variable data publishing.

178113753To support these customized offerings the market is demanding now, short-run jobs have become a necessary part of the equation. For book manufacturers, the increase in demand for short-run publishing should be motivation to take a critical look at internal operations efficiency. Labor is costly, and so is human error so automation is the key here – automate processes as much as possible to eliminate any manual errors that would negatively impact the bottom line. Look for modular workflow solutions with add-on possibilities and leverage them to support the existing processes. Embracing cost-effective digital print solutions lets publishers diversify in new and growing markets but also streamlines the production of everyday work.

As the relationship between consumers and media continues to evolve, publishers, both big and small, are tasked with adapting their operations and offerings to these changes. Identifying trends, supplementing traditional offerings, and expanding print on demand operations strategy allows publishers to stay ahead of the game and go – as we love to say here – beyond print.

- Duncan Newton, Ricoh


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