This one hour webinar is presented by Book Business ( and  sponsored by Hewlett Packard (

Book Business introduced the challenges facing the publishing industry: Everyone needs content now, but in a tsunami of data, the information needs to be put into usable, accessible form.

Andy McLaughlin, President, Paper Clip Communications ( Niche Marketing has no limits. You can get as “nichey” as you want now. Paper Clip Communications serves about 3000 colleges and universities even though their products are very niche. Their business has changed due to technology and digital impact: all publishing is virtual. Paper Clip no longer does live events. But, print is far from dead. The last 5 years have transformed print into a new product model. Their new print product is customizable for each client. It was developed to take advantage of short run print and print on demand technology

Specialized Information Publishers Association: SIPA ( Has 2010-2013 forecasts by information segments. This is a great place to see where the information is. Mobile Apps have reached their tipping points, and are moving into information storage tools.

2 of SIPA’s 6 Trending Opportunities: Content Curator: You become the go-to source for certain information. Digital Natives (millennials) : always had digital media available. This is the force changing the way that content is consumed.

Dale Williams, Strategic Content Imaging (SCI) (, VP Operations & Technological Sales (dwilliams How to stay relevant in an increasingly “nichey” world.  This 280 family of companies is a $280 million conglomerate of autonomous companies. They print over 2 million books/day. They foresee a strong future for print. Their technology prints, finishes and is the latest software for speed. As online printing is increasing, new software is being developed into “set-it-and-forget-it” formats that are permanently editable and updateable. They view print as an online gateway. Current technology is converging to allow personalized magazines, image links through QR codes so the printed page is a gateway to the online page or website.

Current trends: Data Security will continue to be important. Publisher’s continued development of automated, rules-based, inventory management systems. The lower per-page costs means distributive printing will become more common, and 3rd party distribution or centralized warehouse operations serving multiple publishers. Increased personalized printing and connective print using print as a gateway to other electronics.

Chris Greene, President (, Consolidated Graphics (CGX)( 70 companies work under the CGX umbrella. Distribute and print POD/publishing.

Who is Using the new Technology?

The educational publishing market is the strongest user of content that is litho replaceable by inkjet. Shorter runs, image quality and coated stock is equal in tactile and visual experience as litho printing. The flexibility of small runs, custom books, chapter choices, teachers/professors can write their own texts. Other users are comic book publishers, regional publisher, specialized B2B and Industry specific publishers. Self publishers are skipping the PDL to XML conversion to directly creating electronically for ereaders. Ereaders are easily converted to short run books.  Auto replenishment has evolved publishing into of cost efficient, waste limited, on-demand book runs. The FUTURE: Price points will continue to be driven down by automated bi-direction exchange of SML information, RBA-driven internal workflow, disruption of conventional distribution model, E Books, Self Publishers, one to one production, One order=one book; continued quality improvement, and timing of image conversion of inkjet.

Book Business Conclusion: All channel are ON. Cross-media is here to stay as mobile, social and online publishing. Your publishing and writing must evolve to personalized content to address your user base. The key is Automate for Efficiency.

My Take Away: The slow uptake on digital products by some customers, publishers, and content media (i.e. news industry) means that you as a publisher face a varied user market. You as a publisher face the entire range of users, from the early adopter and the ultimate non-user of technology. Your job is to find out where your target market is and tailor your publishing to the venues that your clientele are happy using. Technology allows for multi-channel publishing, so all venues are open to you. The trick is getting the market analyses on target.


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SIPA:  Has 2010-2013 information forecasts by information segment. this is a great way to see where the information is. A conference is coming up in Florida. Contact, and see www.