The old publishing paradigm presented some formidable hurdles for an author. Aside from writing the book, the remaining task of formatting and otherwise readying a manuscript for printing and subsequent publishing used to be a daunting and expensive process..
In the past authors inspected galley proofs from the typesetter for errors and typos. Once they were satisfied their copy was correct, they waited (sometimes for weeks) for the book printer to generate proofs in the form of a blueline. Photographs and pictures needed to be rendered by a completely different process that involved color separations and halftoning. Proofs were made from the same films intended for platemaking.
All in all, the process was painstakingly slow and unforgiving. Visualizing the final outcome took some experience and imagination. All the parts had to be wrestled into place with careful considerations about the way everything fit. Resizing or reworking any of the elements involved more time and expense, making the process tedious and pushing actual publication dates out further.
Authors had to rely on the services of graphic arts specialists in order to get professional results. Typesetters, color separators, strippers and proofers all contributed to the process. All these methods and procedures jacked up the cost of production, not to mention the cost of additional materials consumed in the prep stages.
Not only was the author forced to pay for these services (in advance), but to make matters worse he usually had to compromise design considerations in order to conform to the process. As if that wasn’t enough, the actual production was slow. By the time he held an actual printed book, there were months of time and thousands of dollars already invested. The icing on the cake was when additional errors were discovered on the five thousand (or more) copies, all printed and bound.
Today most of the middle operations associated with publishing have been eliminated and replaced with a new workflow designed for digital production of printed books. Now the creative and motivated author is able to visualize the final product on his desktop computer. Most WYSIWYG programs are fairly accurate in their page renditions, within the limits of what can be seen on a monitor as compared to printed page.
Now you have ultimate control over content and design. Electronic tools are available that allow you to work with pictures and graphics to format your work any way you want. Changes can be accommodated with the click of a mouse. Different versions can be set up using modifiable styles that change the appearance of the document instantly. Image quality is better than it has ever been, owing to the recent advancements in color control and imaging technology.
Perhaps best of all is that with today’s tools an author can produce a finished document, one that he has generated completely on his own, all formatted and press ready without any outside assistance whatsoever. In some instances, he can submit a file for printing and get it back in his hands —the same day! Not only that, but this first proof is exactly what the finished product will look like —the paper, the image quality, the page order and positioning —in short it is just like the finished product will be in production, because the proofing process is the same as the production process.
This opens up vast opportunities for authors. Now there is an economical way to produce material that can be marketed in small quantities and then revised and re-issued. These test cycles make it easy to improve the effectiveness of a document and help to tailor it for a specific purpose. Without this ability, many good ideas are abandoned because of the expense of adequate testing.
The new tools are rapidly evolving, offering better ways to communicate. Small quantities of quality printed books can now be created on demand by just about anyone.
So what’s next? The writing’s on the wall… er monitor. The industry has taken great steps to streamline, economize and otherwise develop systems to produce books with less impact on the environment. All of this research and investment in machines and technology to print on paper will continue to evolve as the old school dies out. In its place will be the children of the future. These people will not remember paper-based books because all of their interests and needs will be delivered electronically. The information is too timely, too fleeting to be recorded in print media. Storing printed books will not be practical. Traditional books will become dinosaurs of the past.
But complete control over content and appearance will likely remain in the hands of the creator. Imaginative authors will be able to add additional media (videos and sound clips) to the electronic versions of their work. They will be able to deliver content targeted at specific profile characteristics in small focused quantities. Building, modifying and enhancing archived data will continue to get easier as more software tools become available.
On-demand printing on paper is clearly a temporary niche in publishing. Its features pale compared to those offered by completely electronic media. It will certainly fade into the background as people gradually change the way they acquire and absorb information. It is only a short run to the next level. The real challenge, more than ever will be to be heard in this growing mass of confusion. Where will you fit in?
About Time Publishing