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Book industry trends revealed at the 1999 Book Expo of America--including some major new directions and technologies for publishers.
After several years in Chicago, the 1999 Book Expo of America was held in Los Angeles. Next year's is back in Chicago, and the year after, New York. Technologies: Books Are More Than Paper Now For a few years now, Print-On-Demand, a short-run production method more like photocopying than traditional offset printing, has allowed publishers to economically produce tiny editions--50, 25, or even single copies. What's new this year is a big leap forward in quality. the best printers can now produce P-O-D books that look just like traditionally published books, except to the truly expert eyes of a professional printer or book designer. One of the larger P-O-D printers, Lightning Print (a division of Ingram), now has 2500 books from 200 publishers in its system. Lightning's two print arrays run two shifts per day to keep up. The feasibility of very short professional-quality print runs has major implications for the future of publishing: Meanwhile, the long-awaited Era of the E-Book has begun. Numerous vendors now offer electronic book technologies, running either on a regular computer or on a separate hand-held device. According to the CEO of RocketBooks (one e-book vendor), e-books offer a number of advantages over traditional books: you can read them in the dark, adjust the font size if you have vision disabilities, look up words or references with a built-in dictionary, hold 10,000 pages at a time�and get new material almost instantly over the Internet. And, of course, e-books share many of the advantages of P-O-D, but the cost of production is shifted to the consumer. So e-books can be profitable at very low price points, even under $5--because there's no cost of paper, printing, distribution, or warehousing. Of course, paper books have some advantages too: ink on white paper is easier on the eyes, you can take it to the beach without worrying about sand or water damage, it's less of a problem if it's stolen or destroyed--and the entry cost for a paperback is far less than for an e-reader. Book Trends A lot of smaller publishers who might have had one or two subject niches before are branching out, becoming mid-sized, releasing 5-20 books a year, and trying to market to many niches at once. This implies that these houses have grown strong of late, and are feeling better able to take more risks. As the super-giant Simon & Schusters and Random Houses consolidate, and the death knell is sounded for once proud publishers that have been swallowed up and regurgitated as mere imprints, it's refreshing to see such publishers as Adams, Champion, NTC, and DK expanding to fill the vacuum--and, unlike the big houses, these smaller ones know to keep their backlist strong. A new trend in children's books: many, many picture books with far more words on a page and depth of story line than has been common. Does this mean very young children are reading more and increasing their attention span, or does it mean older children are being dumbed down, presented with heavily illustrated books and simple story lines? I'm hoping for the former! Trends Outside the Book Covers Still, there was no shortage of real books to read, on every conceivable subject, in every possible genre. As the new century approaches, the printed book is far from dead. Shel Horowitz is the Editor of Down to Business, Global Arts Review, and Global Travel Review magazines at . A writer and marketing consultant, he is the author and publisher of Marketing Without Megabucks: How to Sell Anything on a Shoestring and The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant's Pocketbook. To read his report on the 1997 BEA, please click here. |
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