Digital Printing and the Future of the Book

In my recent posts, focus has been on factors & circumstances that will affect the future of the printed book. Examples were the two blogs on the Kindle, Amazon's new electronic book, and Visant's acquisition of Phoenix Color. Both will have substantial impact, as will today's topic: digital printing.

As I work within the industry with the book builders and publishers, several key attitudes surface over and over again. My opinion is that we need to understand them.

If you're a publisher, you probably don't understand why the manufacturers aren't embracing the technology in a bigger way. Some have little or no presence in the digital arena; others have a print engine or two, but have made no real commitment. It probably seems like they (the manufacturers)think it's a minor need that only has potential to disrupt the work flow. They just want to keep on what they've been doing with the "big iron". Don't they understand the competitive pressures to reduce cost, provide customized content, and reduce inventories?

Now if you're a manufacturer, you might be frustrated with a demanding customer that wants price concessions while asking for change like smaller quantities, state specific, and quicker turnarounds that only serve to increase cost. Don't the publishers understand that all of this comes at a price; do they just want to have their cake and eat it too?

In my opinion, both points of view have their validity. Each has frustrations and challenges that make life more difficult if not less profitable. Digital print bridges this gap and enables all parties to get, at least a large portion of what they want. Manufacturers must realize that there will be more reinvestment, along with some obsolescence and increased short term cost. Publishers must concede that they cannot necessarily get everything they want, especially lower prices with increased cost to the manufacturers.

In light of electronic books definitely arriving, doesn't it seem foolish not to be embracing better ways to print the book? It seems time to collaborate honestly together to preserve and grow the very thing that we may be jeopardizing in resisting the move toward digital.