LA VERGNE, TN – To help meet an extraordinary volume of bookseller
orders for Scott McClellan’s book What Happened: Inside the Bush White House
and Washington’s Culture of Deception (ISBN 978-1-58648-556), the publisher
PublicAffairs, a member of the Perseus Books Group, has selected Lightning
Source Inc. to bring to market thousands more copies of the book produced with
print on demand technology.
The spike in orders was driven by the intense media interest in the new
title which resulted in PublicAffairs’ initial printings rapidly selling out. To
supplement further off-set printings, PublicAffairs turned to Lighting Source Inc.
for immediate supplies being shipped to accounts in an unprecedented use of
print on demand.
“When facing this kind of extraordinary demand, the key to success is
speed to market,” said Susan Weinberg, the Publisher at PublicAffairs.
“Lightning Source's print-on-demand capability helped us reduce our turnaround
time and ship more books to booksellers as quickly as possible.”
John R. Ingram, Chairman of the Ingram Content Companies, said “only
Ingram and Lightning could have pulled this off.”
“I spoke with Peter Osnos at BookExpo on Friday,” Mr. Ingram
explained. “Over the weekend, it became apparent to the publisher that there
was going to be a short period of time when there would be not enough copies of
this title available to satisfy demand. We immediately offered to bring out a print
on demand book to cover this period and ensure that sales were not missed.
“Within hours of receiving the file mid-morning on Monday, we were
printing the first of 4,000 jacketed hardcover copies of the book at our facility in
LaVergne, and on Tuesday morning they were being shipped by Ingram Book
Group,” he said. “Our team at Lightning worked seamlessly with colleagues at
Ingram Book and our customer at PublicAffairs and Perseus Books to help
satisfy the many thousands of unfulfilled orders that had built up over the
previous couple of days. We are in constant touch with the publisher to
determine how many more books they would have us make.
“Other publishers ought to consider setting up all their frontlist at Lightning
as both a risk mitigation and sales maximization tool,” Mr. Ingram said. “We are a
good solution to fill in the gaps in case offset units get delayed. Also, we should
be considered instead of that often, ill-advised last print run that is sometimes a
PublicAffairs’ experience with this title demonstrates how POD can be
used to supplement offset printings in specific cases in which demand exceeds
supply for a short term. In this instance, the POD copies of the book will
supplement large scale conventional offset reprints, which are underway.
The price of the jacketed hardcover book to consumers is $27.95, the
same as before.
Mr. Ingram added: “This is a wonderful example of how print on demand
can be used to supplement offset printings where a sudden and unpredictable
leap in demand exhausts the original print run. Order loss was minimized, sales
were maximized. Our teams at Lightning and Ingram Book continue to work
closely with Perseus on a daily basis as the demand pattern of this particular title
ABOUT LIGHTNING SOURCE INC.
Lightning Source Inc., a subsidiary of Ingram Industries Inc., provides a
comprehensive suite of demand-driven publishing solutions for publishers. The
company is revolutionizing the options available to the industry in the storage,
management, and distribution of digital content. Lightning Source stores books
and other information electronically and delivers them “on demand” in printed
format in response to orders from booksellers, librarians, and publishers.
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