Develop competencies beyond the normal call of duty, Leonard Fernandes advises printers

What print firm CEOs want to know is, how are the next generation of publishers consuming print in what is perceived to be "the age of print decline"?

I think it is wrong to assume that digital publishing will render print obsolete. I think the two— printed and digital books— will both be used, for very different types of books. While printed books will be used in cases where it is important to have vivid images, like in coffee table books or children's books, digital books (eBooks) will be used when the emphasis is on text, like in novels. These are, therefore, two different markets that publishers will have to cater to. In doing this, the publishers will look to printers to help them develop aesthetically pleasing books and it will be up to the printers to help the publishers develop a competitive edge with the quality of these books.

Should print firms support a publisher's digitisation strategy?

Digital books and printed books will be two different markets. A publisher may choose to serve either one or both. Should it choose to serve the printed book market, the print firm will definitely be a part of the strategy required to serve that market.

Your advice to the Indian printer? Three tips.

Develop competencies that go beyond the normal call of duty. In the future, publishers will expect printers not only to print but also to be a part of the book development process so that the best book is developed and printed. Similarly, printers might also be expected to take some of the warehousing and shipping functions of the book distribution process.

Make attempts to constantly improve. As mentioned before, should a publisher decide to develop printed books, the quality of the book will be an essential part of such a decision. Print firms should therefore ensure that they have invested in the best technologies that will ensure superior quality.

Help your partners save costs. Since print firms have a much better understanding of the printing process than most publishers do, they should advice publishers on steps they can take to cut costs without compromising the quality of their books. This way, they will be more tightly integrated with the publisher in any strategy he chooses to adopt.

Are publishers able to monetise content in the digital space? What has been the India experience vis a vis how to measure publishing success (is it determined by ROI or book sales)?

In my opinion, publishers are still testing the waters here. Many of them have digitised their books and some have realised significant sales but it does not yet represent a substantial chunk of their sales. What they have done is establish themselves in the market and develop the necessary competencies. I don't think anyone is in a position yet to measure success because everyone is still feeling their way around. That said, ROI and year-on-year sales of digital content should be good measures of success.

What are the "must attend" sessions at PublishingNext?

It really depends on who you are. PublishingNext has something for everyone. If you are interested in Indian language publishing, for instance, there is a panel discussion on the topic plus other sessions on ePublishing and on cultivating readership for Indian languages. Similarly if you are a printer, besides other sessions, there are sessions on book design and on printer-publisher relations.

Education and religious publishing are enjoying a bullish run in India; with more than 20+% growth. Why do they get under-represented in these seminars; even though they dominate the book space? Is there hegemony here?

There is no hegemony here. We, in fact, have had a session on academic publishing last year. Both the sectors you have mentioned are huge and it is impossible to cover all aspects in one discussion. For example, our session on academic publishing last year was unable to also include high-school and college (textbook) publishing.

Regional publishing in India is enjoying relief. You agree or don’t?

I think there are many publishers doing some wonderful work in Indian language publishing. Like academic and religious publishing, Indian language publishing is also too broad a brushstroke. It is therefore impossible to understand what is happening within the publishing sector of each language. At PublishingNext, we have only attempted to get a ring-side view. However, you are correct. Within the constraints that they operate in, publishers seem to be working hard to rejuvenate the publishing sector in their respective languages.

Your view on the Indian book publishing results for 2012? And projections for 2013? Or is there no measurability, available?

There is no reliable measure that accurately can map this. Since many books do not even issue an ISBN, there is no measure there too. Maybe printers can measure more accurately by looking at the paper consumption and working backwards. Some measures have been introduced - like the Nielsen Survey. But these are too limited in their scope.

You have an exclusive audience of 125 to 150 delegates for your last two conferences. Why in your view should a printer attend your conference in Goa on 20 and 21 September?

Like I have mentioned before, there is a lot for printers at the conference. Besides meeting publishers and understanding the role of printers within the publishing landscape of the future, there are a few sessions dedicated solely to printers. Like the panel discussion on printer-publisher relations, for example.

Your top five books of the last 12 months? And why (author, popularity, good read, print plus finishing quality or a disruptive business model like self-publishing)?

We have had many good books that have either already been published or are in the process of being published. Two of our books - Kaivalya by Sumana Khan and The Whistleblowers by S Sitaraman - have been picked by traditional publishers. We have recently published titled The Changing World of a Bombay Muslim Community 1870-1945 by Salima Tyabji, which is exactly what the title suggests - a history documented by family papers written in Urdu and English. We have also published a book titled Speaking With Hands that is written by several authors and edited by Malathi Ramaswamy and Col. N Ramaswamy. This book describes the various crafts of India through the eyes of travellers, many of who are from outside India. A book we are working on The Start Up Diaries documents the lives of a few entrepreneurs that have made it big.

In all cases, the book has been successful because of the quality of its content. Although we provide a self-publishing model, we do insist on certain aspects that must be adhered to— both in the degree of editing and the quality of presentation. Within the constraints we operate in, where the author's word is the last one, we try to ensure that the book we publish meets all quality standards.