“PRINTING THE NYT COSTS

TWICE AS MUCH AS SENDING EVERY

SUBSCRIBER A FREE KINDLE […] WHAT
WE’RE TRYING TO SAY IS THAT AS A
TECHNOLOGY FOR DELIVERING THE NEWS,
NEWSPRINT ISN’T JUST EXPENSIVE
AND INEFFICIENT; IT’S LAUGHABLY SO.”

NICHOLAS CARLSON, 01.30.09

A FUTURE FOR PUBLISHING

PATRICK SCAGLIA
VICE PRESIDENT & CHIEF TECHNOLOGY OFFICER
IMAGING AND PRINTING GROUP
“THE FORCES OF A NEW CENTURY ARE SHAPING A

NEW KIND OF LITERATURE. IT’S FAST, CHEAP AND

OUT OF CONTROL.

“THE PUBLISHING INDUSTRY IS IN DISTRESS.

PUBLISHING HOUSES--AMONG THEM SIMON &

SCHUSTER, MACMILLAN, HARPERCOLLINS, DOUBLEDAY

AND HOUGHTON MIFFLIN HARCOURT--ARE LAYING

OFF STAFF LEFT AND RIGHT. RANDOM HOUSE IS

IN THE MIDST OF A DRASTIC REORGANIZATION […]

PUBLISHERS WEEKLY (PW) PREDICTS THAT 2009

WILL BE ‘THE WORST YEAR FOR PUBLISHING

IN DECADES.’

“[BUT] ACCORDING TO A NATIONAL ENDOWMENT

FOR THE ARTS STUDY RELEASED ON JANUARY 12,

LITERARY READING BY ADULTS HAS ACTUALLY

INCREASED 3.5% SINCE 2002, THE FIRST SUCH

INCREASE IN 26 YEARS.”

LEV GROSSMAN, TIME MAGAZINE, 02.02.09

OFTEN FRAMED AS DISPLAY VS. PAPER BUT
IT MAY NOT BE THAT SIMPLE

VS

E-READERS HAVE GROWN SLOWLY SINCE 2006,

WHILE SMALL DISPLAYS FROM SMARTPHONES (AND
NETBOOKS) DOMINATE AND DWARF ANY OTHER DISPLAY
FORMAT, INCLUDING E-READERS.

WHY DOES IT MATTER? THE DOMINANT FORM

FACTOR SHAPES CONTENT DISTRIBUTION
 PERHAPS A DEEPER ISSUE

ONE TO MANY
FOR A CENTURY, THE PRINT INDUSTRY HAS BEEN SHAPED
BY THE OPTIMIZATION OF THE EXPENSIVE PART OF THE
CHAIN—PRODUCTION, DISTRIBUTION AND RETAILING—TO
REACH A MASS AUDIENCE

authoring publishing production distribution retailing

ONE TO ONE, MANY TO MANY

BUT THE WORLD IS QUITE DIFFERENT NOW—WE LIKE TO
TALK TO EACH OTHER.

AUTHOR(S) internet READER(S)

THE ENTIRE VALUE CHAIN IS IN QUESTION

 IT IS NOT A ZERO SUM GAME...

THERE ARE 1,596,270,108 INTERNET USERS WORLDWIDE*

THIS LITERATE, CREATIVE POPULATION REPRESENTS

A RADICALLY NEW CONTEXT

MILLIONS OF BILLIONS OF
PUBLISHERS READERS

THEY ALSO HAVE SOME NEW CHARACTERISTICS:

AUDIENCE FRAGMENTATION, BITE SIZE MEDIA

*Asia: 657,170,816; North America: 251,290,489; Europe: 393,373,398 (Worldwide internet users, http://www.internetworldstats.com/stats.htm)

...IF WE CAN STAY RELEVANT

IT ISN’T NEW—IT ALREADY HAPPENED TO VIDEO

YOUTUBE

MAGAZINES 02.09 BOOKS 05.09

AND IT’S STARTING TO HAPPEN TO PRINT

 CASE STUDY: MAGCLOUD

AUTHORS
UPLOAD A PDF, SET YOUR PRICE, AND PUBLISH! NO
MINIMUM QUANTITY, NO FORCED SUBSCRIPTION,
NO EDITORIAL CONTROL, AND NO PRODUCTION OR
DISTRIBUTION HASSLE.

READERS
SEARCH AND PREVIEW ON LINE, THEN SUBSCRIBE OR
JUST BUY ONE.
MT. GLEASON MIDDLE SCHOOL KIDS INTERVIEW
this
workplace
Volume 3

YOUTH RUNNING™ | YOUTH TRACK & FIELD™ | YOUTH XC™ MARCH/APRIL 2009
7 1 2009 Documenting work
in the 21st Century

Pragmatic Marketing’s Career Growth and

the Product Manager
2008 Annual Product
01.20.09
Practical Rules for Product
Management and Management (part 4 of 4)
TM

Marketing Survey Winning in a Down Economy:

www.filmandfestivals.com
DIGITAL A P H OTO G R A P H I C E S S AY B Y S T U D E N T S
FROM THE OHIO UNIVERSITY SCHOOL
Are You Tuned in? O F V I S UA L CO M M U N I C AT I O N

Changing Jobs in Product

February – March 2009

Management: Evaluating,
Farming, Interviewing,
and Negotiating

SHOE
STANFORD REVIEW
PLUS:
THE ASK A
Takeshi Kitano ARTOF COACH
Kim Jee-Woon PEAKING
now

ASiA 
r is
kete
Mar
Chad Couser, 10-year old from Rochester,
FOR THE LATEST
atic
Minnesota ran ran a 5:53 mile to place

Pilipinas
NEWS • EVENTS • STATS
second in the ‘Mickey Mile’ at Disneyworld
m
issue one

Prag
The
ls. .COM
tai
de
31
for $3.95US featuring:
ge
e pa Higher Ground Roasters
Se
Looking over
the Red Cliff:
The new rise
of Asian cinema
Festivals: Bradford, Deauville Asian, Hong Kong,
San Diego Latino, SXSW, San Francisco Asian American

WHO/WHAT ARE PEOPLE PUBLISHING

INTERNAL EMPLOYEE PUBLICATIONS; SPORTS, BUSINESS
AND CONSUMER MAGAZINES; B2B; ONLINE BLOGS AND
SOCIAL NETWORKS; NON-PROFIT ORGANIZATIONS;
STUDENTS; SPECIAL INTEREST GROUPS/COMMUNITIES

A FRICTIONLESS MARKETPLACE FOR AUTHORS & READERS

CASE STUDY: MAGCLOUD + BARE MAGAZINE

internet

UPLOAD PREVIEW & BUY AT

PDF MAGCLOUD.COM...

print on
demand

PRINTED ...OR EMBED IN

MAGAZINE YOUR WEBSITE

INTEGRATING WEB PRESENCE WITH PRINT

CASE STUDY: MAGCLOUD + CNBC

CNBC INTERVIEWS AT THE 2009 WORLD

ECONOMIC FORUM IN DAVOS, SWITZERLAND
PRINTED MAGAZINE

UPLOAD PDF
6
HOURS

PRINT
ON DEMAND

INTEGRATING TELEVISION WITH PRINT

CASE STUDY: THE OBAMA TIME CAPSULE

“THE FIRST SERIOUS BID FOR A PRINT-ON-DEMAND

BESTSELLER BEGAN PUBLISHING ON WEDNESDAY, AS
RICK SMOLAN LAUNCHED THE OBAMA TIME CAPSULE, AS
A CUSTOMISABLE BOOK WHICH WILL BE PRINTED ONLY
AFTER IT IS ORDERED.

“THE FORAY OF MR. SMOLAN, A PHOTO EDITOR WHOSE A

DAY IN THE LIFE OF... SERIES HAS SOLD MILLIONS OF
COPIES, INTO PRINT-ON-DEMAND, COULD VALIDATE THE
GENRE IN THE SAME WAY THAT STEPHEN KING’S FIRST
ELECTRONIC-ONLY BOOK BROUGHT INSTANT CREDIBILITY
TO THAT THEN-NASCENT MARKET”

JOSEPH MENN, FINANCIAL TIMES, 05.21.09

 < PURCHASE
AT AMAZON.COM

PERSONALIZE >
WITH NAME & PHOTOS

< EACH BOOK IS

PRINTED ON DEMAND

Against All Odds Productions – Rick Smolan – Jennifer Erwitt

A BEST SELLER WHERE EVERY COPY COULD BE PERSONALIZED?

“FROM NOW ON, IF YOU’RE GOING TO
CONSIGN SOMETHING TO PAPER, YOU CAN’T
PRESUME TO WASTE IT. IN FACT, YOU HAVE TO DO
THE OPPOSITE: YOU HAVE TO ADD VALUE TO IT TO
THE POINT OF IT BECOMING AN OBJECT PEOPLE
WANT TO LITERALLY TOUCH”

JOHN BATELLE, SEARCHBLOG, 01.30.09

H
© 2009 HEWLETT-PACKARD COMPANY