New Markets for Printed Books
Edited by Bill Cope and Dean Mason
Module 2: Business Strategy in Book Production: Reaching New Markets
Module 2, Milestone 1: New Markets for Printed Books
The purpose of this research activity was to determine the size and nature of the ‘new book market’ within Australia. Our hypothesis was that a substantial level of latent demand for books in niche communities increasingly being served by new technology book production solutions and that these may soon lead to the emergence of a new book printing market. This new book market will positively as well as negatively impact on the economic sustainability of the existing market and provide new opportunities for all participants.
The focus of this research was on existing product types (principally, the printed book), which can be produced by current and emerging book printing technologies.
Market areas to be investigated may include:
- Academic and research publication.
- Course books.
- Vocational education and training materials.
- School curriculum materials.
- Conference proceedings.
- Publications by museum and community organisations.
- Government information, with a focus on state and local government.
- Short run print outside of what publishing houses currently consider viable.
- Short run printing in Australia of international books.
- Pre-prints (testing the market) and re-prints (of out of print books).
- Professional information and manuals.
- Literary works.
- Large print books.
The aims of this research included:
- To analyse key factors that would make new markets viable, including emerging and possible B-2-B and B-2-C efficiencies throughout the supply chain.
- To analyse the key market opportunities emerging for book printers, and the new challenges they face to meet these emerging areas of demand.
- To map the main dimensions of change which would make these new markets viable: technology, business processes, supply chain re-engineering, user demand and marketing.
- To consider marketing strategies for supply chain players, such as printers, wishing to enter these markets.
- To construct an overall picture of the predicted size and nature of the new book market and how it will compare to the existing book market. This will include: the likely volume of new individual titles and books to be produced over the next two, five and ten year periods; a structural analysis of who will be involved in this production process, and to what extent, as compared to the industry’s existing structure; and an overview of the comparative skill sets required in each sector for the processes of writing, editing, designing, printing, marketing and distribution.
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