Our lives are changing and so are the
prints we order and produce. Inkjet is
unique not only in the breadth of
print applications addressed, but also
in the range of devices, from
inexpensive entry-level solutions to
high-end, lights-out production lines.
This can take away the risk of moving
into new print applications and
allows exploring new opportunities
for print.
To illustrate an industry transformation, the book printing
industry could be a prime example. I would like to focus on
the book printing market, where printed books are still
available, but the process of producing them has completely
changed and will continue to evolve, primarily driven by a
complete digital journey. Soon, we will all be gathered at
drupa to share ideas and build a vision for this important
industry using print at its best.
drupa is approaching once again. Many people are
questioning the reasons to attend the show after eight years.
During this time, we managed to survive without drupa 2020.
Vendors were able to showcase their technologies through
web presentations during the COVID period, and several
Open Houses later, printing service providers (PSPs) have
continued to invest despite market challenges such as paper
shortages and the energy crises. On the other hand, I believe
that now more than ever, it is crucial to generate new ideas,
build visions, share professional experiences, and establish
connections. Market dynamics continue to evolve, and
structural changes are transforming the graphic industry
profoundly. That’s why visiting drupa makes a lot of sense.
One of the significant changes we have witnessed in
recent years is related to the demand for books. According
to several statistics, sales volumes are increasing both in
Europe and the U.S. However, traditional bookstores and
supermarkets are losing market share, as online and direct
sales channels are increasingly preferred by customers,
representing more than 45% of total revenue for publishers.
The influence of “BookTok” trends has propelled certain
books from relative obscurity to bestseller lists, leading
publishers to reconsider their marketing strategies,
especially for niche books. To manage such demand
effectively, accurate forecasting has become crucial.
Publishers need to serve the market on time while avoiding
excessive printing that surpasses demand.
Sustainability in the publishing industry is becoming a top
priority. Technological innovation and the use of local printing
facilities help mitigate overproduction and overprinting, as
well as address the issue of returns. These challenges can
also be reduced by adjusting print runs based on pre-order
data. However, smaller publishers might not have access to
adequate technologies, risking stock shortages. Publishers
are also exploring ways to reduce paper usage, such as
moving book notes and bibliographies online (accessible via
QR codes) or optimizing translation choices to reduce word
counts. Format optimization is another option, where subtle format changes (e.g., slightly smaller pages) can significantly
reduce paper consumption. Furthermore, improving
distribution efficiency and optimizing transport are
sustainability drivers, requiring strong system integration
among retailers, publishers, distributors, and printers.
Finally, the acceptance of digital printing for books has
become definitive. Inkjet technology is highly productive and
reliable, with a standard uptime of 90%. The crossover point
between analog and digital lies at around 6,000 copies in
black and white and 3,000 copies in color. From a quality
perspective, many inkjet solutions are capable of printing on
both coated and uncoated media, producing results
comparable to offset printing. However, some analog printing
vendors, like Timpsons, have exited the market - with the last
Timpson presses built in 2006, making digital transformation
the better choice for printing books in the near future.
As a result, a few book printers are seeking new value
propositions and services, focusing on on-demand
production of individual books, short Service Level
Agreements (SLAs) from order to shipping, and digital
integration with publishers and distributors. These
companies are investing not only in digital equipment but
also in software business platforms, firmly believing that
robust automation is the key to competitiveness and
profitability.
But how can printers embark on their digital journey? The
marketplace offers numerous solutions, ranging from
affordable options to more expensive ones. While many of
these solutions excel at managing specific processes (e.g.,
imposition, order management, archiving, or job tracking),
they often require heavy investments in integration and
customization. Digital vendors do provide some solutions to
enhance their equipment, but finding proven workflows that
enable end-to-end automation of the entire book printing
process remains a challenge.
In reality, automation encompasses various functionalities,
from sales to administration, from production to logistics,
from data security to quality management. This implies that
an all-in-one book printing business management software
should provide the following:
-
Automation in managing accounts and orders: Instead of
relying on emails and calls and arranging offers, sales
teams can save time and expedite their services by
receiving orders and generating quotes through a web
portal.
-
Automation in receiving files, ready to be archived and
printed.
-
Automation in prepress pre-flight: If customers upload
uncorrected files, the system should issue alerts,
enabling customers to rectify issues on their own.
_
-
Automation in job management and monitoring, from
individual book production to large print runs: The
software should collect orders and batch them according
to paper type, printing quality, and finishing
requirements. Simultaneously, printed rolls should be
seamlessly moved through the production process via
job lists, ensuring complete control and flexibility in
production, from single books to larger runs.
_
-
Automation in tracking orders and shipments: After
production, batches should be easily traceable, enabling
book printers to arrange shipping, while publishers can
monitor all operations.
Finally, a robust software platform should be compatible
with different presses and finishing equipment setups,
remaining independent from them.
However, investing in digital technologies requires in-depth
IT knowledge at the company level and the establishment of
a strong in-house IT department. Only a few printing
companies possess such capabilities. Typically, these
companies originated from the transactional printing
business, but they often struggle to venture beyond their
comfort zones despite declining revenues. Additionally, many
book printers have transitioned to digital printing but with a
narrow vision, focusing solely on cost reduction rather than
adding value for their customers, essentially using digital
technology as an analog substitute.
Other printers have embarked on their own initiatives.
These innovation-driven companies, such as Rotomail in Italy
have been able to introduce applied solutions to the market
before others, leveraging what is essentially already available
as an idea and they made it real with a homemade applied
solution, Bronte. These companies foster a friendly, openminded,
and curious environment because true innovation
begins by engaging people both inside and outside the
organization. For them, partnerships represent real
opportunities.
Each person attending drupa 2024 will have a specific
agenda. However, for the book printing market, building
relationships and partnerships will be strategic. Digitalization
continues to accelerate, with automation playing a significant
role through software developments that orchestrate
components provided by various vendors. I hope to see you
there and we have a lot to talk about.
About the Author
Francesco Crotti works as business consultant
and interim manager leading projects in digital
printing, packaging and textile with focus in
business innovation, sales strategies and
change management. He spent his
professional career in GA industry since 1997
driving international sales and marketing
organizations in Xerox, Kodak and HP.
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