Printing on demand (POD) has revolutionized the publishing world. The process, established in 2006 by Books on Demand, uses digital technology to print copies of a book once an order has been placed. POD is infinitely quicker and simpler to set up than conventional printing because the pages are stored electronically, eliminating the need for lithographic films or printing plates. It is also relatively cheap. Unit costs are higher per copy than with traditional printing methods, but POD offers lower costs per copy for small print runs after set-up costs are taken into account. POD books can be made available in either a traditional printed format or as an e-book.
POD digital technology is rescuing many older and relatively obscure titles from oblivion by enabling them to remain available and in print. Cambridge University Press (CUP) has been using the process since 1998 and now has more than 10,000 titles in its catalog. Their POD company, Lightning Source, churns out roughly one million books per month, on subjects as diverse as eighteenth-century Spanish music or the origins of meteor showers.
The printing-on-demand process also allows publishers to exploit the short-lived hype associated with celebrity biographies, television tie-ins, and reality TV programs. With consumer attention span being so brief, publishers can minimize the risk of unsold stacks of books in the warehouse by making a low estimate of demand, printing traditionally, and then using POD to meet any additional demand
POD is superior to conventional printing methods in its eco-friendliness. Less paper and ink is used and little waste is generated—a crucial aspect of new technology in a heavily industrialized world.
