As the landscape of book distribution continues to evolve, industry experts are gearing up to share their perspectives at the upcoming Publishing Innovation Forum, September 24-26, 2024 in Nashville, TN.
The Publishing Innovation Forum will discuss the ongoing changes to the publishing industry, particularly regarding business, marketing, and technology. Among the many vital session topics, one will be Distribution in the Digital Age, featuring a panel of three distribution experts discussing supply chains, marketing, sustainability, and distribution changes within the publishing industry. Those three experts include:
- Jason Brockwell, President of National Book Network
- Joe Matthews, CEO of Independent Publishers Group
- Saleem Dhamee, Director of Client Services/Business Operations for University of Chicago Press
In preparation for the conference, we reached out to Jason, Joe, and Saleem for a quick Q&A to delve into their professional insights and experiences on this topic. From adapting to technological advancements to navigating the challenges of global logistics, these leaders offer a glimpse into what’s shaping the future of publishing.
Here’s what they had to say…
What is your go-to professional advice for publishers when it comes to book distribution?
Jason Brockwell:
It is crucial to establish clear expectations with your distribution partner regarding the scope of publisher services, such as print-on-demand, ebook distribution, and international reach.
Clarify the marketing and sales support available for your titles, the distributor’s territorial and customer reach, and the type and frequency of data sharing, including sales feedback and advances. Equally important is defining the publisher’s responsibilities in the partnership to ensure the success of the book.
Joe Matthews:
While each book is special, it’s important to remain objective.
Our role as a distributor is to streamline workflows and categorize books in a way that makes sense to buyers. Following the rules helps us maintain our efficiency and boost sales and so we advise our publishers to follow the proven and established systems we have. Ask a lot of questions, be engaged, and be receptive to feedback.
Saleem Dhamee:
- Remember Thales. Distribution concerns ease and efficiency of flows, which are incrementally changing over time.
- Be proactive with care & management. Distribution is not the place to set it and forget it.
- Work with, not against, the flows of your distinct markets and channels. Distributors and publishing houses have unique niches within those channels.
- Don’t waste limited dollars and natural resources on overproduction of inventory.
- Digital (POD/PTO/ebooks) doesn’t mean keep it around forever. Stagnant water is dangerous and siphons off resources, too.
How has the book distribution world changed compared to when you first started?
Jason Brockwell:
Since beginning my career in 2000, the trade publishing and distribution landscape has undergone significant transformation. Key developments include the adoption of digital distribution platforms, initially through eBooks and later digital audio, enhancing our ability to reach broader markets and extend the lifecycles of titles. Additionally, the prominence of print-on-demand technology has become an important part of our strategy, offering more flexibility in how publishers manage inventory and respond to market demand.
Finally, increased competition from major US publishers offering book distribution services to independent publishers during this period has driven down distribution costs across the industry.
Saleem Dhamee:
There are fewer distribution players. I think we would be more rich and verdant as an industry with more participants, both independent and corporate. That idea is coupled with the sophistication, importance, standardization, and internationalization of publishing services and data streams; knowing when and how (often hidden) systems-dynamics create logjams to success has become crucial to all areas. In some ways, new entrants making investments have burgeoning tools that could help them to leapfrog the entrenched players.
Where do you see the costs of shipping and printing going within the next 5-10 years?
Jason Brockwell:
Looking ahead over the next five-plus years, I expect technological advancements to further reduce printing and production costs. However, a growing corporate and consumer demand to reduce the carbon footprint of the products they source and consume could increase the per unit print costs to manufacture a book closer to where it will be sold.
Given the ongoing global logistics challenges and environmental regulations affecting fuel prices, it is likely that shipping costs will continue to rise, perhaps accelerating a trend towards more local manufacturing.
Joe Matthews:
The cost of printing equipment, especially digital printing, will continue to trend downward which may lower the cost of inventory-free publishing. On the other hand, the cost of paper and ink are going up with general inflation, so that works against it. Shipping seems only headed up, as we continue to see conflict around the world affecting ocean routes, the price of energy, labor, and everything else.
I think that the only rational solution is for the list price of books to go up in the future.
What has your company done to adapt to the many recent challenges of book publishing?
Joe Matthews:
We have invested hugely in our digital print capability so that publishers can reduce the risk of overprinting. We’ve developed many “plus models” like print brokerage service, chop & rebind service, discounted pricing with software companies like Firebrand, greater efficiency through ONIX direct integrations, and a lot more. Soon, we will launch a new direct-to-consumer solution for publishers with Firebrand’s sister company, Supadu.
We know that margins are tighter than ever for publishers, so we are constantly looking for ways to use our buying power to reduce costs and risks.
Are consumers reacting to inflation and high interest rates of books?
Saleem Dhamee:
We actually did a bit of an internal study of the past decade or so in this area. University Press book pricing tends to trail inflation by quite a few years. But, the overall pressures on individual consumers seem to be impacting demand, somewhat. There are also challenges with library funding as universities feel the pinch and/or continue to pivot to new visions of “the library.”
Looking ahead, what excites you about the future of book distribution?
Saleem Dhamee:
There is a lot of low-hanging fruit across the digital and physical supply chains that could help us be more efficient with human capital and natural and financial resources. There is even more medium and high-hanging fruit for the next generation, too, especially for those interested in leveraging data, math/statistics, and feedback-modeling.
The great thing about publishing is that it is people-driven, even with the expected-AI (r)evolution.
Join us in September at the Publishing Innovation Forumto hear from these distribution experts in person and ask any questions you’ve been burning to have answered!
We hope to see you there!