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State workshops
Multi-channel Publishing Project
Kathleen Mapperson
Introduction
MCP Project 3
Initial project objectives:output format orientated
• Investigate five publishing segments
• Articulate market segment end consumer desires in regards format outputs
Purpose:
• To design new production pathways
• To respond to customer requirements
• To facilitate new investment points within 12 and 36 months
MCP Project 4
Immediate findings
• Consumers appeared to be fully satisfied with the current output format choices.
• The issues of content availability and management emerged as the primary issue
• The project’s hypothesis was immediately called into question!
MCP Project 5
Market segment overview
• MCPP has identified a highly variable mix of happenings in the market place
MCP Project 6
Market segment overview
Traditional
manufacturing
processes
Shi
ft t
owar
ds c
onte
n t m
anag
emen
t
Digital POD
process
TERTIARY/
TRAINING
PROFESSIONAL
REFERENCETRADE NICHE /
OUT OF
SECONDARY
PRIMARY
Tertiary course pack
Training markets
Mix of photocopying
and digital printing
Influence of
dedicated
training
publishers
Text book publishing
Maximising
value of content &
structuring of University
text book
retailing sector
Scientific / journals
Most
technologically
advanced –
Integrated web /
print publishing
Mass market
Influence of the
publishing
business model butprinters using
computer to plate
Niche publishing
Small scale
publishers and
dedicated POD
providers
Customising
of content
Content stored in
application
software
Structured
content - XML
Small-scale POD
publishers
Out of
Not well
developed
In Aust
MCP Project 7
Market segment conclusions
• There are highly complicated interactions happening in all market segments based on:
- business to business, business to
consumer flows
- Dean will report on these issues
- the purpose of this workshop is to
begin to ask “where to from here for your business”
MCP Project 8
Dean Mason
Project Update
MCP Project 9
MCP Project Update - Summary
• Changing demand – consumer & business
• Strategies for growth
• Skills formation
• Industry infrastructure issues
MCP Project 10
Demand trends overview
• Information-rich&hungry consumers demanding more timely product and specialised customer service
• New technologies venting pent-up demand
• New service provision substituting and supplementing business of old
MCP Project 11
Changing demand - consumer
Tertiary– Customised publishing on the increase– Variable binding options more in demand– Decentralised printing of online resources– Frustration with expensive textbooks– Printing for distance ed on the increase
Schools– Increased adaptation of overseas material – Low level demand for contextualising content
MCP Project 12
Changing demand - consumer
Trade– Globally informed expectations of consumers– Increased occurrence of special orders– B format surging forward– No local demand for granular components– Low demand for e-books – devices & files– Low demand for resurrecting OP books & cost of
marketing high for large publishers
MCP Project 13
Changing demand - business
Tertiary– Increased expectation of accurate pre-pub and
p&a info, via electronic means– Short run printing expected for course materials
and in faster turnaround times– Declining demand for printed training materials
being offset by provision of innovative services– Integrated service provision covering printing,
warehousing, distribution and customer service facilities increasingly in demand
MCP Project 14
Changing demand - business
Schools– Those with specific resource requirements
increasingly becoming publishers to a wider market
– Outsourcing of one or more core functions (e.g. print facility or publishing services) used as a basis for building a wider publishing program
Self-publishers– Many businesses are catering to an increased
demand from the s-p sector – one of the most noticeable areas of growth
MCP Project 15
Changing demand - business
Trade– Increased use of short print runs for proofs– Warehousing, distribution and representation
services appear to be in continued strong demand– Number of titles declining after peaking two years
ago (for one major)– Businesses specialising in library supply are in
decline
MCP Project 16
Strategies for growth
Improving internal efficiencies– ‘Always think of the big picture, whole of process
efficiency.’– A strong focus on what the core business is, will
determine the priorities for making improvements.
Growing the business– Have a vision – Many business leaders have made successful
investment choices based on their gut instinct, informed by elaborate due diligence
– Use existing client and supplier relationships to leverage into new positions of market advantage.
MCP Project 17
Strategies for growth
Growing the business ctd– Build new relationships with those who own the
equipment you need but you can not justify investing in.
– Restructuring employee roles, responsibilities, and profit/equity sharing arrangements, can be a critical element of spreading responsibility and fostering initiative and ownership of work outcomes, away from the founding entrepreneur (s).
– The real challenges are not technological as much as those associated with change management and workplace culture.
MCP Project 18
Strategies for growth
Growing the business ctd– Education is a key strategy used by many
organisations to raise awareness of the benefits of new products and services regarding content management, digital print capabilities, pre-press requirements for digital processes.
– The more successful adopters of new technologies tend to successfully transfer old skill sets into new contexts.
– Devote a % of profit for the organisation to ‘dream’ about the future.
MCP Project 19
Skills formation
Challenge:– Most businesses face difficulty keeping the whole
organisation up to date with latest plans and developments.
Skills required:– IT: whole process integration; web integration; PC general
and specific skills.
– Workflow re-engineering.
– More complex problem-solving skills for front-office and warehouse staff.
– Printers needing to be luti-skilled across machine types and processes.
– Sales staff need to ‘get into the hearts and minds of clients’
MCP Project 20
Skills formation
Strategies used for developing skills– Buying skills in (from competitors).– On the job training.– Positively encourage old skill sets to be
transferred.– Allow positive tension between new and the old.– ‘Value add’ become part of frontline staff, for two-
way benefits.– Educate upper management.– Encourage staff ‘ownership’ – still no clear models.
MCP Project 21
Infrastructure issues
• Clustering – joining forces with others to create a
value chain – is gaining credibility.
• EDF praised by several businesses.
• Printers need to see themselves as ‘knowledge
managers’ rather than ‘manufacturers’.
• Industry-wide returns system may have merit.
• Training users in print-file preparation would
possibly ease the load on all printers.
MCP Project 22
The major lessons
• Copyright – preparing for one or more third party trusted solutions .
• Content management – the key to unlocking long-term opportunities but the software to do it is not yet mature. Is this itself the opportunity or the obstacle?
