How Much of Something is Enough?
Book production also can get local. Xpresso Book Machines are popping up in more and more bookstores, printing single copies of titles that would otherwise never again be bound, opened and read by more than a handful of readers.
Some books already contain electronic links that make for a richer, more engaging experience. For instance, Jeffrey Hayzlett’s new book—“Running the Gauntlet”—contains links to videos accessed by SnapTags. This type of convergence is redefining print as a portal, rather than the end of a road. In many cases, less is being printed, but it can be more relevant and offer greater value.
So how much is enough? Enough to do the job. But more importantly, print providers must shift their businesses to accommodate changing needs. Offering print with a connection to electronic media is critical, whether you’re producing commercial jobs, publishing, or are a direct mail or transactional shop.
There is little doubt that you’re going to print less in the years ahead, at least in terms of run lengths, but it is the value you add to those pages—in terms of how you can customize jobs, link to the Web and provide more than ink or toner on the page—that will make the difference. Less, as the saying goes, really can be more.