Book readers perceive HP inkjet print quality to be comparable to litho

Cornell University Press recently completed a research study around book readers’ perceptions and preferences, revealing compelling print quality attributes of inkjet-printed print-on-demand books. In this study, book readers were shown two side-by-side copies of the same book title, with one copy printed on an offset press and the other printed digitally on an HP PageWide Web Press. When asked about print quality comparisons, 40% expressed preference for the HP-printed copy, while just 33% preferred the litho print quality. The remaining 27% expressed no preference between the two.

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Cornell University Press conducted the study, entitled “The Printing Challenge,” in partnership with HP Inc. at association conferences and book fairs in various U.S. cities between September 2018 and January 2019. Respondents to this survey were 109 event attendees who were qualified as book readers.

When asked about accessibility to book titles, 76% of respondents said it was somewhat or extremely important that a book they would want to read would be available globally and sourced from local printers. When asked about getting updated content in their books, 63% of respondents stated it was somewhat or extremely important that their desired book is easy to update and change after its original publishing.

In addition to the traditional model of buying high-volume offset-printed books for pre-sale inventory, Cornell University Press also publishes a variety of titles through its print-on-demand (POD) process. With this model, no inventory is held, but rather books are digitally printed on HP PageWide Web Presses by Cornell’s POD book supplier.

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For this study’s comparison, both books were printed in monochrome (black) and both were printed with the same paper. The inside pages had a combination of text-only pages and pages with halftones images and line drawings.

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When asked about where they buy their books, 45% of respondents say they prefer to buy books from Amazon, 15% from retail book chains, and 35% from independent book stores. As to why they prefer to buy books where they do, the largest group (31%) cited the ability to buy books whenever they wanted. Book reviews (35%) and word-of-mouth recommendations (24%) were the most popular means of learning about new book titles. The speed-to-market benefit of digital print was also evident in the responses: 69% of readers expect to get their book within five days of ordering it.

Established in 1869 in Ithaca, New York shortly after the founding of Cornell University, Cornell University Press is known as America’s first university publishing enterprise. The press publishes a broad range of nonfiction titles, with particular strengths in sciences, classics, geography, higher education, history, and urban studies.

HP is the world’s leading manufacturer of inkjet presses for the book publishing market and volume continues to grow. Estimates are that PageWide Web Presses account for 3% of all the world’s printed books.

 


 

This post was published by Global Marketing & Business Development Leader David J. Murphy. You can find the original LinkedIn article here.

Book readers perceive HP inkjet print quality to be comparable to litho

Reflections on America Fifty Years After Guns at Cornell

I was part of the 1960s generation that fought for civil rights, and we attacked rigid social mores regarding personal choices such as hair length and sexual abstinence before marriage. “Do your own thing” was the mantra of the 1960s. But while we rightly wanted freedom for personal lifestyle choices, did the “Me Generation” really intend to abdicate responsibility for defining and teaching basic moral standards of right and wrong essential for both the individual and society? Did we really intend to abdicate our responsibility to teach the eternal, enduring significance of values that celebrate personal responsibility, personal discipline, personal accountability, hard work, moderation, courage, and cooperativeness? Continue reading “Reflections on America Fifty Years After Guns at Cornell”

Reflections on America Fifty Years After Guns at Cornell

Becoming by Michelle Obama (or why books matter to me)

My sister kindly gave me Becoming by Michelle Obama as a Christmas present, and I finished reading it on Martin Luther King, Jr., Day. Unsurprisingly, it really got me thinking…

Why do books matter?

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Continue reading “Becoming by Michelle Obama (or why books matter to me)”

Becoming by Michelle Obama (or why books matter to me)

Behind-the-scenes with an Acquiring Editor at the 2019 American Historical Association Conference

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Wrong A-HA?

This year’s meeting was in Chicago, but we were spared the worst of the winds (and denied the pleasures of daylight) in the Book Exhibit, located in the subterranean level of the Hilton Hotel. Had I been wiser about creating some personal time, I’d have taken a break to walk the fabulous waterfront, envy of North American cities everywhere; to visit local museums; to practice the fine art of being a flanneur for an afternoon.

That said, there were memorable moments of site-seeing. An author took me to the incredible landmark deli, Manny’s, for breakfast, where we shared smoked meat (which, at that hour of the morning, had an effect akin to caffeine) and talked about modern Japanese history. Another colleague, Eric Zuelow, editor of our newly launched series, The Histories & Cultures of Tourism, took me for dinner at a world-class Spanish tapas bar, Café Iberico, where we enjoyed one marvelous garlicky dish after another. Between bites, we discussed upcoming author meetings and how best to position Cornell University Press, and our series, with respect to their work.

I cemented existing author relations in the most enjoyable way. Now that the anxieties of peer review were a distant memory, the back-and-forth of committee approvals and revisions were no more, and actual publication dates were assigned for books, we could partake in civilized drinks in a too-loud hotel lobby to reminisce about the process and strategize about promotion, or to discuss future projects. One of my authors, Jay Geller, did a “Live at the Event” podcast with our Marketing and Sales Director Martyn Beeny, about his forthcoming book, The Scholems, and then we had a Mexican dinner, where I found out about his next research question. (I was so impressed that he truly had just the question, not even the suggestion of an answer.)  At moments like these, this editor’s saturated mind found room she did not even know existed.

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I had hourly meetings with prospective authors. Conversations encompassed everything from the essentials of thesis revision, to the way in the evaluation process works, to the key features distinguishing Cornell University Press as a publisher. Every now and then, I would excuse myself from the meeting to sell books – highly rewarding to get the fruits of our collective labor into customers’ hands – but I heard about many fascinating potential manuscripts.

I also took time to be, à la Jonathan Lethem, a feral booth detective (getting a sense of the shape of other publishers’ current lists, seeing books I would love to have acquired, taking note of interesting cover designs, discovering newly launched book series), and to speak to those colleagues at other presses. We are living in interesting times, as the old expression goes, and it’s informative to get a sense of how others are navigating them.

I got back to the office and committed to kale shakes, low carbs, and a healthy dose of fiction. I am now renewed for the next conference!

Emily Andrew is a senior editor, acquiring manuscripts in the fields of European History, military history, Asian history, and tourism studies. Next time in Chicago, she plans to visit The Green Mill, a staple of the city’s live jazz scene, which has been slinging drinks since before Prohibition.

 

 

Behind-the-scenes with an Acquiring Editor at the 2019 American Historical Association Conference

The One-Week Bookstore @CornellPress opens its doors this Nov 5th!

A few weeks ago our team got an email from the Marketing Director that read: “Mahinder (our Editor in Chief) just sold a book! In Sage House. To a real customer. Fun.” A couple lines later in the same email, we found out that we were having a pop-up bookstore right here at Cornell University Press. The ball was rolling.

So as a result of this random but wonderful happening of selling a book in-house, on November 5th at 10:00am and for one week only, our doors will be open, our bookshelves will be filled, and Ithacans will march through the grand, old entrance to get their wishlist titles from our very first pop-up store.

There’s not much more to it. Walk in, choose your next reads, pay cash, check or credit card, and carry your books home. Or as our Exhibits Coordinator David put it: “Cash, credit, check, and carry!” Paperbacks will be $10, hardcovers will be $15. Taxes included. It’s a one one-time deal to make knowledge more accessible to professors, students, and all book lovers in the community. Plus, the chance to wander about Cornell University Press, and experience the magic of publishing books in the beautiful Sage House mansion.

I was not supposed to write this blog post. But the person that volunteered to do it is busy putting everything together for next week, so I stepped in. Looking for inspiration on what to write, I stumbled upon an article that said that “… pop-up retail tickles the parts of one’s brain that likes new things”. I instantly understood what had happened. At #CornellPress, we just love new ideas. And the opportunity to bring our customers face to face with the books we love, in our own backyard, and in such a spontaneous format, sold it for us.

The invitation is up: This November 5th through November 9th, stop by Sage House on 118 Sage Place to take part in The One-Week Pop-Up Bookstore, and get the books you want.

In the meantime, we’ll be busy preparing for it: part of our staff is being trained in the world of sales and retail, flyers are being distributed all over town, and books are piling up downstairs, growing our pop-up inventory. And as everybody’s doing their bits and pieces, I am curious to see what excitement, feedback and results our first and one time only pop-up bookstore will bring.

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About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. Her birthday is November 9th, so if you happen to stop by the pop-up bookstore that Friday, make sure to give her your best wishes!

The One-Week Bookstore @CornellPress opens its doors this Nov 5th!

SAY WHAT YOU WANT! #SWYW

Pay What You Want is over. Done and dusted. But it was great. We were able to bring customers together with their wish-list books at a price they could afford and continue to spread knowledge far and wide at the same time. And this month, we are doing something different.

Say What You Want is the name we have chosen for our new marketing campaign. The goal: to get to know our customers better, understand their needs and preferences and prepare to better cater to them in the future; to help professors in their mission to motivate and support students; and last but not least, to make sure that our authors’ experience with Cornell University Press as their publisher is one they are delighted with.

How it works: we have designed three different surveys,

  1. Our survey for customers and the general reader
  2. Our survey for professors
  3. Our survey for Cornell University Press authors

How to participate: Click on the corresponding link above and submit your responses, follow @CornellPress on Twitter and Facebook, OR visit our website and subscribe to our mailing list! The questions are short and simple, with a majority in multiple-choice format that reflect how much we value everybody’s time.

What’s in it for you: as a thank you present, you’ll get a 50 percent off discount code that can be used in our website to purchase any of our books. And here’s the icing on the cake: every participant will also be entered in a raffle for a chance to win $250 in #CornellPress titles of their choice!

I can’t wait to dig into the results and find out about the latest trends in reading and our customers’ preferences when it comes to books. What formats do they prefer? Do they listen to audiobooks while they commute, or maybe while doing laundry? How important is a title? And when it comes to professors, what are their main concerns regarding course adoption? How can we provide suitable materials for their students? Are our authors content with the way we are doing things at Cornell University Press? How can we improve?

In the competitive, forever evolving world of publishing, it is our belief that we have to be willing to take the next step and be flexible enough so that we can adapt to new environments, our consumers’ lifestyles, striving to improve our offer in order to meet their expectations and desires. Granted, surveys may not be the most ground-breaking and innovative marketing tool, but they have proved to be reliable, efficient, and if implemented successfully, of great use.

 


About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. She will take any survey as long as the reward is tempting enough and would love to take part in the #SWYW promotion!

SAY WHAT YOU WANT! #SWYW

Let the Printing Wars begin at #BKBF!

Anyone who has heard me speak about it or read anything I’ve written on the topic knows I’m a big proponent of the benefits of print-on-demand (POD) technology for university presses. Even so, when I received an email recently from a gentleman at HP I was quite surprised. He wanted to let me know he’d seen a video of me speaking about the advantages of POD and wondered if I would mind having a phone call with him to discuss in more depth.

What takes place at the Brooklyn Book Festival on Sunday is the result of that call. If you stop by our Cornell University Press booth # 624 you’ll be able to see it for yourself and take part in the one and only CUP Printing Challenge sponsored by HP!

During my call with the Man from HP (I feel as though it needs caps; it’s seems so James Bond somehow), we started discussing the legendary “Pepsi Challenge,” a marketing promotion that allowed the brand to grab a significant market share away from its main competitor Coke. If you ever took it I bet you’ll instantly know what I’m referring to. Back in the 80s (or maybe it was earlier), Pepsi devised a worldwide marketing campaign in which people would be asked to blind taste a glass of Pepsi and a glass of Coca Cola and pick their favorite. The taster didn’t know which glass was which. As a result of the experiment, Pepsi announced with great fanfare that more than 50 percent of the participants preferred their sweeter taste and moreover, discovered that Coke was launching a new formula, in an attempt to resemble theirs. Pepsi USA declared that the “Cola-Wars” were over and gave its employees the day off. It was a festive day for the company. Even now, the “Pepsi Challenge” remains one of the most memorable marketing campaigns in history, and a great example of how consumer perception, and smart marketing, can tilt the scale in any way.

So, going back to what concerns us, the Man from HP and I started musing about something similar for offset and POD printing in the publishing world. It was my contention that most people wouldn’t be able to tell the difference between the traditional and the newer methods of printing a book, and that like the “Pepsi Challenge,” perception was one of the factors inhibiting the university press world from making a more profound shift.

The Man from HP agreed that we should try it, and so we devised the Printing Challenge.

We’re unveiling what it’s all about this weekend, at the Brooklyn Book Festival. Do you think you’ll be able to tell the difference? Do you think one way is better than the other? And do you even care? If any of this sounds intriguing to you, come on by. You’ll get a sample of two books to look at and you’ll be asked a few questions. And just for taking the challenge, we’ll give you 50 percent off your next CUP book, together with some special @HP giveaways!

Quite frankly, I’m fascinated to see the results.

If you are not able to make it to #BKBF, follow @CornellPress on Twitter for live updates and the latest news from our #PrintingChallenge

More on the “Pepsi Challenge” and experience marketing, here:

 

About the author of this blog post: Martyn Beeny is Marketing and Sales Director of Cornell University Press. He prefers Coca Cola.

Let the Printing Wars begin at #BKBF!