Short Run Length Book Binding
In 2006, according to statistics related at the Book Expo of America in 2006, only 1,000 of the quoted 172 000 new book titles sell more than 50,000 copies through traditional retail channels. Only 25,000 of the 172,000 new publication each year sell more than 5,000 copies . In 2008, Publisher’s Weekly had a similar report indicating the average number of copies sold for all of over 176,000 some titles produced that year was 53 copies!. This totally indicates the trends put forth in books like The Long Tail
So how does all of this relate to Houchen Bindery Ltd.? Well we are specialists in short run length book binding projects. As a stand alone bindery, we serve printers thoughout the entire USA for short run length hard cover binding solutions. We normally handle projects with quantities from one to 1000.
For further information on these services, please contact Martin Pugh at Houchen Bindery Ltd.
mpugh@houchenbindery.com or 1-800-869-0420.
Copyright 2011 Martin Pugh All Rights Reserved.
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The Importance of Understanding Our Customers
I met with the CEO and president of an important mid-western print marketing firm recently
and have some take-aways I will try to put into words here.
It was very refreshing to hear this CEO talk for the first time, as I had heard
legendary folklore- (all good, respectful things) about him for so long. What I
quickly recognized once he started talking about the state of business today was that
he wasn’t talking very much at all about his equipment, and only a little about his people.
What he did speak in depth about was how his typical customer had changed over the years.
He was customer focused, sharp as a laser beam.
Now realizing this change, that had gradually taken shape, they had made adjustments in their
whole approach to their marketing to them, and they were quite excited about the early results
of their inital campaigns. He also spoke alot about differentiating his company from the crowded
marketplace of the print industry as we know it. Their solutions were not cookie cutter, off-the-shelf
products that salespeople just dished out. Rather the solution emerged only after consultation
with the given customer and was customisable.
So what does this have to do with Book Binding you ask?
Well, I think as a stand alone bindery, we can sometimes tend to get too far into the forest to be
able to see the tree tops, just doing what we’re told to do. Basically, we need to stop and ask a few
questions up front on the intention of an edition before simply plunging headlong into it’s production.
Here’s a few things we should know about your project:
* What are the goals of the project?
Such as- is it a publishing project just for “image-sake”?
Or is is a publishing venture intended to make a profit.
* What is the audience this book is intended for?
* What is the life expectancy of the book?
* Have the producers of this title studied their competition?
* What do other books in this category look like?
* Is a hardcover book necessary or will softcover be OK?
* Are there any archival considerations required?
* Does the book need to lay open flat or will another style of binding be OK?
* Most importantly- how fast is the job needed? Have you allowed the bindery a realistic schedule?
Did we know you had a book signing planned for this Sunday?
* What can we offer as a bindery that will help you “differentiate” your book in the crowded marketplace of ideas?
* Have you been explained all of our various finishing techniques and determined if any are something to explore?
* Have we looked at all the little details including how to pack the books once we have completed?
Having this discussion will allow us be more customer focused. How can we help you?
Copyright 2011 Martin Pugh All Rights Reserved.
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