Over the years, humankind has always focused on expanding the scale and improving efficiency in the development of information dissemination methods. The so-called “printing†is the industry that reproduces manuscripts in large quantities. Today we come to such a turning point: The publication satisfies people's diversified and individualized requirements.
The author was the first time I heard about the new term “POD†in a high-tech company in Silicon Valley more than two years ago. A veteran of computer arts, who is starting a book network company, fluttered a string of English acronyms. “POD†is his high-frequency vocabulary.
"What is POD?POD?" I finally could not help but ask.
"POD Print On Demand, Print On Demand!" The bosses answered my questions patiently.
"Print on demand? What is on-demand printing?"
The CEOs are not surprised at the low-level doubts raised by my ignorant, and he utterly told the origins of the "on-demand printing", the current progress and the future of all kinds of wonderful scenes, and I heard my eyes are straight.
To say it is really fast: In October 2000, the author visited the world's largest international book fair in Frankfurt, saw the fascinating POD, printing, cutting, folding, binding and one-stop, can get a booklet on the spot, though The binding was rather shabby, and visitors and negotiators were very enthusiastic. On the front and back feet of the Nanjing Book Fair in China, “People’s Space Time Network†cooperated with Quanyin Quanxun to perform a live demonstration of POD daily in the exhibition hall and printed the first book “Sex and Costumes†printed in China on the Two or three minutes.
From serving the majority to serving the minority
On-demand printing was born out of digital printing, but it has only been ten years in the spring and autumn. In the late 1980s and early 1990s, some of the world's leading printing equipment manufacturers began to develop digital presses using modern optical technology, computer technology, network technology and other cutting-edge results. In 1990, Xerox introduced DocuTech, which laid the foundation for monochrome digital printing. The foundation; In 1994, the other two companies, Indigo and Xeikon, introduced color digital printing systems, respectively.
Although the “Spring Plumbing Duck Prophetâ€, whether digital printing will replace traditional printing and on-demand printing will overwhelm batch printing, the international publishing industry and printing industry have been criticized, but their market positioning, investment costs and other difficulties have caused businesses to repeatedly , not necessarily dare to immediately embrace the whole body, this is like a fashion model on the T stage to display avant-garde costumes, where ordinary people dare to easily care about?
However, the situation has suddenly changed in recent years. The electronic publishing, e-commerce and internet use are becoming more and more mature. On-demand printing has the conditions for commercial application. It is estimated that digital printing accounted for 12% of the total sum of books and commercial printing in 2000, and it has been increasing by 12% every year until 2005, in which the color digital printing output value has increased by 13% every year, and the printing volume has increased by 40% every year. The annual growth rate of traditional printing is only 4%.
Over the years, in keeping with the transformation of traditional agricultural societies into industrial societies, humankind has always focused on expanding the scale and improving efficiency in the development of information dissemination methods. From copying to printing, to inventing type printing, so-called “printing†is an industry that duplicates manuscripts. For a long time, almost all printing equipment has placed the focus of invention and improvement from prepress, printing, and postpress. On bulk copy. After generations of talented craftsmen are scrupulously working their way up to the point where more and more copies are made.
However, today has come to such a turning point: With the advent of post-industrial society, how print meets people's diversified, personalized requirements, has become more and more people's focus. The CEO gave me a few examples:
Western automotive, computer and equipment equipment manufacturers, how many products shipped that day, its "document processing center" must have a corresponding number of parts directory, user guide, instant printing and binding into a book, together with the factory. Nowadays, many companies use the zero-stock sales model that is produced according to the user's order. The product varieties are different and the replacement is fast. The user's requirements vary from person to person, and the user manual also varies from person to person.
With fierce competition in the market, how to negotiate consumers’ favors has also made it easier to negotiate, instead of cages to treat customers as “theyâ€, they are eager to be able to impress “him†with their specific mentality or No matter who she is, she is always more likely to be attracted to a publication that is tailor-made for her.
In addition, the demand for variable printing services and remote services also followed suit.
There is another reason why print on demand is favored; it has features that span between traditional publishing and future electronic publishing, whether it is for the publishing industry or the reader in transition, compared to pure e-books. It is easier for people to accept changes in the market and to provide a buffer transition period.
The bottleneck of the old industry is the hope of new technologies
What is "Print on Demand"? As the name suggests, it is printed according to the needs of consumers. In terms of technology, on-demand printing is not defined as: the use of digital technology, highly automated control of printing equipment, complete the real-time printing of variable data; on the market, on-demand printing can be defined as: to meet the customer's product A printing solution with special requirements such as quantity, cycle and quality.
The advantages of "print on demand" are not illustrated by examples.
The United States has an amateur school in urgent need of famous textbooks that have been out of stock for 15 years. But how much do they need? 50 districts.
This is a tricky number. According to the traditional printing method, the plate-making cost is fixed, 50 copies or 50 million copies are printed, and the plate-making cost must be reduced. Therefore, the greater the number of prints, the lower the cost of plate-making to be allocated to each one, or even negligible. This leads to the formation of the rules of the so-called minimum economic print. The “print more and save money†also becomes not. Consensus. On the other hand, the less printed, the higher the cost, which is a huge sum of money for 50 books.
The publisher found Lightning Print and asked if they would accept the order at a "reasonable price." The company that was founded in 1997 by Ingram Book Group took over the business and opened up an on-demand printing business. They were unable to accept it. They specialized in offering cost-competitive on-demand printing services. In the spring of 2000, the company became independent and renamed the “Lightning Sourceâ€. Now it has signed contracts with more than 700 publishers. Order only 1.6 books! , The scale of production, has reached 5,000 books printed per day; in July last year, they printed the 1 millionth book; up to today, the total retail sales of books they have printed is as high as 26 million US dollars.
"Lightning Resources" companies dared to take orders for small-volume print orders and promised to print 100 books, 10 books, or even 1 book at a low price because they were the first to use the poor IBM on-demand printing technology. Digital printing has changed the conventions of traditional printing: the concept of “minimum number of prints†no longer exists for on-demand printing. It is no longer a matter of printing more and more money, but printing costs are proportional to the number of prints. The price is one half a million copies of 500,000 copies (of course, not absolute). If you change the name, if the advantage of traditional printing is to reduce costs by printing more, the benefit of printing on demand is not due to With fewer prints and increased costs, Lightning Resources printed a three hundred page book at a cost of US$4.8.
Publishers who cooperate with Lightning Resources are pleased that when each book is sold out and received hundreds of sporadic orders one after another, it will no longer be difficult for them to reprint or not to reprint; they are no longer needed. A large number of books have been piled up in the warehouse. Every year, 40% of the printed books cannot be sold because readers have changed their appetite!
With on-demand printing, publishers do not have to worry about books being unsold, nor are they worried that the books will be out of stock; readers will not have to wait for the odious minimum number of prints, and will not miss the book from that time; human spiritual harvest, cultural achievements, lifespan can be unlimited Extended, it is stored in a digital version. In line with the Internet, no matter who needs it, where it is needed, when it is needed, how much it needs, the order is transferred to a digital printing center, and it can be printed immediately and delivered to the customer. To put it bluntly, customers in the Eastern Hemisphere's bookstore and digital printing center are located in the Western Hemisphere. They can also obtain a book like freshly baked bread.
In the market, POD is actually the first buyer, followed by the product. This is the biggest difference from traditional printing: it represents a "required" printing method, which guarantees that every book is sold. There is no return, which is to minimize market risk.
Each book is unique
The concept of on-demand printing actually contains two meanings. The above description can be summarized as the first: "small print" or "short run", and the other is "variable printing" (Variable ): Each piece or even the content of each page can be partly the same and partly different. This is the second benefit of printing on demand: personalization.
Twenty years ago, when open shelves were sold and they were restored in China, we often heard that some thiefs are interested in a certain page of a book, they are reluctant to buy books, and they quietly tear off the pages and take them away. . This behavior is unethical, but it raises the question that a book contains a lot of information. For a certain reader, it is only a small part of it. Is it possible that he needs a certain number of pages and really only buy those pages?
On-demand printing can accomplish this kind of “Arabian Nights†service: readers can only spend money on the information they need or edit and screen their own content, arrange their own order, and choose a chapter from the book. Pick a section from the B book and use the mouse to tick them out. The "mixed chopsticks" can be printed together into a book. The West also brewing a “sale of textsâ€, such as market research reports, court case reports, and individual academic case studies, each with only a dozen pages and twenty pages. Where did you buy in the past? Only copy to the library. But now we can sell it.
The teaching materials of university textbooks also use the “variable printingâ€: these specialized books go down year by year, although the content of change is not much, but it changes year after year; or a professor is based on unified textbooks for him. Ten of the 20 disciples are targeted and incorporate some personal insights. It is also appropriate to create a POD.
Company annual reports, exhibition promotion flyers, commercial promotional items such as greeting cards, invitations, tenders, recipes, performance schedules, personal pictures, lawyers, accounting firms, etc., can be designed and changed at any time according to customer needs. , layout, specifications, paper, can also be changed one minute before printing. The customer has the initiative to "perform me", propose ideas and requirements, and the digital printing system can be completed with the best combination of equipment, materials and processes. This "integrated service" printing method, like using a "fool" camera, can obtain the best focused, exposed photos without adjustment.
Since on-demand printing is available on the Internet, remote printing can be done without the need for customers to modify and approve on-site. This not only saves time and transportation costs, but also eliminates the need for hard work. It also enables the production of books, newspapers, and newspapers to be sent first. This is similar to the satellite printing technology currently used in newspaper printing, which guarantees the publication product. aging.
"The book is dead and the book is long live!"
The famous host of the CCTV, Cui Yongyuan, ridicules: The celebrities all came out with books, and it is now time for the people to publish. But how can the people really want to write a book? The number of 1,000 prints is daunting. Now that there is on-demand printing, it is easy for the people to produce a book and the cost alone is a matter of course.
At the end of last year, the cover story of the American Time Digital magazine was “You say you want an e-book revolutionâ€. There are two The revolution is happening, one for the author and the other for the reader. It can be boldly predicted that more people will publish their own works in the future. “The book is dead, and the book is long live!†(The
The author was the first time I heard about the new term “POD†in a high-tech company in Silicon Valley more than two years ago. A veteran of computer arts, who is starting a book network company, fluttered a string of English acronyms. “POD†is his high-frequency vocabulary.
"What is POD?POD?" I finally could not help but ask.
"POD Print On Demand, Print On Demand!" The bosses answered my questions patiently.
"Print on demand? What is on-demand printing?"
The CEOs are not surprised at the low-level doubts raised by my ignorant, and he utterly told the origins of the "on-demand printing", the current progress and the future of all kinds of wonderful scenes, and I heard my eyes are straight.
To say it is really fast: In October 2000, the author visited the world's largest international book fair in Frankfurt, saw the fascinating POD, printing, cutting, folding, binding and one-stop, can get a booklet on the spot, though The binding was rather shabby, and visitors and negotiators were very enthusiastic. On the front and back feet of the Nanjing Book Fair in China, “People’s Space Time Network†cooperated with Quanyin Quanxun to perform a live demonstration of POD daily in the exhibition hall and printed the first book “Sex and Costumes†printed in China on the Two or three minutes.
From serving the majority to serving the minority
On-demand printing was born out of digital printing, but it has only been ten years in the spring and autumn. In the late 1980s and early 1990s, some of the world's leading printing equipment manufacturers began to develop digital presses using modern optical technology, computer technology, network technology and other cutting-edge results. In 1990, Xerox introduced DocuTech, which laid the foundation for monochrome digital printing. The foundation; In 1994, the other two companies, Indigo and Xeikon, introduced color digital printing systems, respectively.
Although the “Spring Plumbing Duck Prophetâ€, whether digital printing will replace traditional printing and on-demand printing will overwhelm batch printing, the international publishing industry and printing industry have been criticized, but their market positioning, investment costs and other difficulties have caused businesses to repeatedly , not necessarily dare to immediately embrace the whole body, this is like a fashion model on the T stage to display avant-garde costumes, where ordinary people dare to easily care about?
However, the situation has suddenly changed in recent years. The electronic publishing, e-commerce and internet use are becoming more and more mature. On-demand printing has the conditions for commercial application. It is estimated that digital printing accounted for 12% of the total sum of books and commercial printing in 2000, and it has been increasing by 12% every year until 2005, in which the color digital printing output value has increased by 13% every year, and the printing volume has increased by 40% every year. The annual growth rate of traditional printing is only 4%.
Over the years, in keeping with the transformation of traditional agricultural societies into industrial societies, humankind has always focused on expanding the scale and improving efficiency in the development of information dissemination methods. From copying to printing, to inventing type printing, so-called “printing†is an industry that duplicates manuscripts. For a long time, almost all printing equipment has placed the focus of invention and improvement from prepress, printing, and postpress. On bulk copy. After generations of talented craftsmen are scrupulously working their way up to the point where more and more copies are made.
However, today has come to such a turning point: With the advent of post-industrial society, how print meets people's diversified, personalized requirements, has become more and more people's focus. The CEO gave me a few examples:
Western automotive, computer and equipment equipment manufacturers, how many products shipped that day, its "document processing center" must have a corresponding number of parts directory, user guide, instant printing and binding into a book, together with the factory. Nowadays, many companies use the zero-stock sales model that is produced according to the user's order. The product varieties are different and the replacement is fast. The user's requirements vary from person to person, and the user manual also varies from person to person.
With fierce competition in the market, how to negotiate consumers’ favors has also made it easier to negotiate, instead of cages to treat customers as “theyâ€, they are eager to be able to impress “him†with their specific mentality or No matter who she is, she is always more likely to be attracted to a publication that is tailor-made for her.
In addition, the demand for variable printing services and remote services also followed suit.
There is another reason why print on demand is favored; it has features that span between traditional publishing and future electronic publishing, whether it is for the publishing industry or the reader in transition, compared to pure e-books. It is easier for people to accept changes in the market and to provide a buffer transition period.
The bottleneck of the old industry is the hope of new technologies
What is "Print on Demand"? As the name suggests, it is printed according to the needs of consumers. In terms of technology, on-demand printing is not defined as: the use of digital technology, highly automated control of printing equipment, complete the real-time printing of variable data; on the market, on-demand printing can be defined as: to meet the customer's product A printing solution with special requirements such as quantity, cycle and quality.
The advantages of "print on demand" are not illustrated by examples.
The United States has an amateur school in urgent need of famous textbooks that have been out of stock for 15 years. But how much do they need? 50 districts.
This is a tricky number. According to the traditional printing method, the plate-making cost is fixed, 50 copies or 50 million copies are printed, and the plate-making cost must be reduced. Therefore, the greater the number of prints, the lower the cost of plate-making to be allocated to each one, or even negligible. This leads to the formation of the rules of the so-called minimum economic print. The “print more and save money†also becomes not. Consensus. On the other hand, the less printed, the higher the cost, which is a huge sum of money for 50 books.
The publisher found Lightning Print and asked if they would accept the order at a "reasonable price." The company that was founded in 1997 by Ingram Book Group took over the business and opened up an on-demand printing business. They were unable to accept it. They specialized in offering cost-competitive on-demand printing services. In the spring of 2000, the company became independent and renamed the “Lightning Sourceâ€. Now it has signed contracts with more than 700 publishers. Order only 1.6 books! , The scale of production, has reached 5,000 books printed per day; in July last year, they printed the 1 millionth book; up to today, the total retail sales of books they have printed is as high as 26 million US dollars.
"Lightning Resources" companies dared to take orders for small-volume print orders and promised to print 100 books, 10 books, or even 1 book at a low price because they were the first to use the poor IBM on-demand printing technology. Digital printing has changed the conventions of traditional printing: the concept of “minimum number of prints†no longer exists for on-demand printing. It is no longer a matter of printing more and more money, but printing costs are proportional to the number of prints. The price is one half a million copies of 500,000 copies (of course, not absolute). If you change the name, if the advantage of traditional printing is to reduce costs by printing more, the benefit of printing on demand is not due to With fewer prints and increased costs, Lightning Resources printed a three hundred page book at a cost of US$4.8.
Publishers who cooperate with Lightning Resources are pleased that when each book is sold out and received hundreds of sporadic orders one after another, it will no longer be difficult for them to reprint or not to reprint; they are no longer needed. A large number of books have been piled up in the warehouse. Every year, 40% of the printed books cannot be sold because readers have changed their appetite!
With on-demand printing, publishers do not have to worry about books being unsold, nor are they worried that the books will be out of stock; readers will not have to wait for the odious minimum number of prints, and will not miss the book from that time; human spiritual harvest, cultural achievements, lifespan can be unlimited Extended, it is stored in a digital version. In line with the Internet, no matter who needs it, where it is needed, when it is needed, how much it needs, the order is transferred to a digital printing center, and it can be printed immediately and delivered to the customer. To put it bluntly, customers in the Eastern Hemisphere's bookstore and digital printing center are located in the Western Hemisphere. They can also obtain a book like freshly baked bread.
In the market, POD is actually the first buyer, followed by the product. This is the biggest difference from traditional printing: it represents a "required" printing method, which guarantees that every book is sold. There is no return, which is to minimize market risk.
Each book is unique
The concept of on-demand printing actually contains two meanings. The above description can be summarized as the first: "small print" or "short run", and the other is "variable printing" (Variable ): Each piece or even the content of each page can be partly the same and partly different. This is the second benefit of printing on demand: personalization.
Twenty years ago, when open shelves were sold and they were restored in China, we often heard that some thiefs are interested in a certain page of a book, they are reluctant to buy books, and they quietly tear off the pages and take them away. . This behavior is unethical, but it raises the question that a book contains a lot of information. For a certain reader, it is only a small part of it. Is it possible that he needs a certain number of pages and really only buy those pages?
On-demand printing can accomplish this kind of “Arabian Nights†service: readers can only spend money on the information they need or edit and screen their own content, arrange their own order, and choose a chapter from the book. Pick a section from the B book and use the mouse to tick them out. The "mixed chopsticks" can be printed together into a book. The West also brewing a “sale of textsâ€, such as market research reports, court case reports, and individual academic case studies, each with only a dozen pages and twenty pages. Where did you buy in the past? Only copy to the library. But now we can sell it.
The teaching materials of university textbooks also use the “variable printingâ€: these specialized books go down year by year, although the content of change is not much, but it changes year after year; or a professor is based on unified textbooks for him. Ten of the 20 disciples are targeted and incorporate some personal insights. It is also appropriate to create a POD.
Company annual reports, exhibition promotion flyers, commercial promotional items such as greeting cards, invitations, tenders, recipes, performance schedules, personal pictures, lawyers, accounting firms, etc., can be designed and changed at any time according to customer needs. , layout, specifications, paper, can also be changed one minute before printing. The customer has the initiative to "perform me", propose ideas and requirements, and the digital printing system can be completed with the best combination of equipment, materials and processes. This "integrated service" printing method, like using a "fool" camera, can obtain the best focused, exposed photos without adjustment.
Since on-demand printing is available on the Internet, remote printing can be done without the need for customers to modify and approve on-site. This not only saves time and transportation costs, but also eliminates the need for hard work. It also enables the production of books, newspapers, and newspapers to be sent first. This is similar to the satellite printing technology currently used in newspaper printing, which guarantees the publication product. aging.
"The book is dead and the book is long live!"
The famous host of the CCTV, Cui Yongyuan, ridicules: The celebrities all came out with books, and it is now time for the people to publish. But how can the people really want to write a book? The number of 1,000 prints is daunting. Now that there is on-demand printing, it is easy for the people to produce a book and the cost alone is a matter of course.
At the end of last year, the cover story of the American Time Digital magazine was “You say you want an e-book revolutionâ€. There are two The revolution is happening, one for the author and the other for the reader. It can be boldly predicted that more people will publish their own works in the future. “The book is dead, and the book is long live!†(The
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