Upload
mark-giordono
View
803
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Overview of HP's MagCloud print on demand service
Citation preview
©2009 HP Confidential template rev. 12.10.091 ©2010 Hewlett Packard Company1
PUTTING A NEW FACE ON MAGAZINE PUBLISHING
©2009 HP Confidential template rev. 12.10.092 ©2010 Hewlett Packard Company2
did you know ?
©2009 HP Confidential template rev. 12.10.093 ©2010 Hewlett Packard Company3
3.8 billion magazines were delivered to newsstands in
the US last year Source: “The Magazine Retail Sales Experience 2008” – Harrington
Associates, LLC
©2009 HP Confidential template rev. 12.10.094 ©2010 Hewlett Packard Company4
62% of these were returned to the publisher
©2009 HP Confidential template rev. 12.10.095 ©2010 Hewlett Packard Company5
that’s over
2.3B
wasted magazines
©2009 HP Confidential template rev. 12.10.096 ©2010 Hewlett Packard Company6
placed end to end…
that’s enough magazines to circle the Earth 16 times
PHOTO © WARNER BROS. ENTERTAINMENT INC.
©2009 HP Confidential template rev. 12.10.097 ©2010 Hewlett Packard Company7
what if…
©2009 HP Confidential template rev. 12.10.098 ©2010 Hewlett Packard Company8
magazines only get printed when they are
purchased?
©2009 HP Confidential template rev. 12.10.099 ©2010 Hewlett Packard Company9
Unique web service platform for self publishing
Jun '08: private alpha (by invitation)
Feb '09: public beta (US, Canada, UK)
©2009 HP Confidential template rev. 12.10.0910 ©2010 Hewlett Packard Company10
PRINT IS STILL RELEVANT
– People still love printed magazines
– Advertisers still love printed magazines
“There’s just something about holding a
magazine, or a book, or anything printed really, in your hands. There’s some
sort of magic that happens between print
and fingertips.”All Things Girl
©2009 HP Confidential template rev. 12.10.0911 ©2010 Hewlett Packard Company11
Traditional Workflow
MAGAZINE PRODUCTION & FULFILLMENT
Receive Unsold
Magazines
Discard Unwanted Magazines
Obtain Price Quote
SchedulePrint Run
Submit Digital Files
Approve Color Proofs
Receive Printed
MagazinesFind PSPs
Pay PSP
Ship to Bookstores
Find Bookstores
Get paid by Bookstores
Ship to Subscribers
Find Subscribers
Get paid by Subscribers
Several Months!
High startup costs, high risk
Long print runs –> storage & waste
©2009 HP Confidential template rev. 12.10.0912 ©2010 Hewlett Packard Company12
MagCloud Workflow
MAGAZINE PRODUCTION & FULFILLMENT
Upload PDFPreview PDF
on screenOrder Proof(optional)
Publish Magazine
Get paid by MagCloud!
Several Minutes!
Zero cost to publish a magazine (just upload a
PDF file)
Magazines are printed on demand –> Zero
waste
©2009 HP Confidential template rev. 12.10.0913 ©2010 Hewlett Packard Company13
Ford Model T assembly line, 1913
STREAMLINING PRODUCTION
“Any customer can have a car painted any color that he wants so long as it is black” – Henry Ford
Photo Source: Detroit Public Library
©2009 HP Confidential template rev. 12.10.0914 ©2010 Hewlett Packard Company14
MagCloud production line, 2009
STREAMLINING PRODUCTION
“Any customer can publish any type of magazine he wants so long as it’s 8.5"x11” – MagCloud
Photo Source: Negaunee Public Library
Photo Source: Negaunee Public Library
©2009 HP Confidential template rev. 12.10.0915 ©2010 Hewlett Packard Company15
THE LONG TAIL
Oct '04: Chris Anderson introduces term in Wired
article Refers to the large volume of niche products
available
“What's really amazing about the Long Tail is the sheer size of it. Combine
enough nonhits on the Long Tail and you've got a market bigger than the
hits.”
©2009 HP Confidential template rev. 12.10.0916 ©2010 Hewlett Packard Company16
who ispublishin
g ?
©2009 HP Confidential template rev. 12.10.0917 ©2010 Hewlett Packard Company17
Early Adopters: Artists & Photographers
WHO IS PUBLISHING?
©2009 HP Confidential template rev. 12.10.0918 ©2010 Hewlett Packard Company18
Religious Groups
WHO IS PUBLISHING?
Special Interest Groups
Schools
Non-profit Organizations
Programmers
Political Groups
Businesses
©2009 HP Confidential template rev. 12.10.0919 ©2010 Hewlett Packard Company19
how is itbeing used ?
©2009 HP Confidential template rev. 12.10.0920 ©2010 Hewlett Packard Company20
Special Editions
Back Issues
HOW IS IT BEING USED?
©2009 HP Confidential template rev. 12.10.0921 ©2010 Hewlett Packard Company21
Oct ‘09: MagCloud teamed up with Wikia to provide free plugin for creating custom magazines using their favorite articles
Mashup Example: wikia
HOW IS IT BEING USED?
©2009 HP Confidential template rev. 12.10.0922 ©2010 Hewlett Packard Company22
Sept 23, 2009 - the biggest dust storm in 70 years blew through Australia
CASE STUDY – STRANGE LIGHT
The magazine has received international acclaim from media outlets including TIME and SmartCompany and has become a social media phenomenon.
1.5 days
1 magazine
40 pages
54 photographs
34 photographers
©2009 HP Confidential template rev. 12.10.0923 ©2010 Hewlett Packard Company23
Jan 12, 2010 – 7.0 earthquake hits Haiti
CASE STUDY – ONE RESPE
Jan 15, 2010 – magazine published on MagCloud
All proceeds go to the American Red Cross International Response Fund for Haiti relief
http://www.magcloud.com/browse/Issue/57597
Photographs by:
Chet Gordon
Kari Hartmann
Mary Ellen Mark
Peter Pereira
Lindsay Stark
©2009 HP Confidential template rev. 12.10.0924 ©2010 Hewlett Packard Company24
WORD IS GETTING AROUND…• A Photographic Benefit for Haiti | MagCloud - George Dearing dot com
via magcloud.com. "All proceeds go to the American Red Cross International Response Fund for Haiti relief." Loading mentions Retweet. Posted January 18, 2010. Got an account with one of these? Login here, or just enter your comment ...
George Dearing dot com - http://georgedearing.com/
• thinking about it: Magazine Onè Respe | MagCloudBy stephen mallon photographs Magazine Onè Respe | MagCloud · Haiti Earthquake - 12 January 2010 · Brace for Impact, The Salvage of flight 1549 One y... Resource magazine and Milk Gallery presents a LOT ... ► 2009 (62). ► December (1). Art Basil and VERGE! ...
thinking about it - http://stephenmallonphoto.blogspot.com/
• Photographers Launch Fundraising Magazine to Aid Haiti Quake VictimsBy editor SAN FRANCISCO, Jan 15 -- Professional photographers are offering a special edition fundraising magazine through the Magcloud print-on-demand service to benefit victims of the recent earthquake in Haiti. The magazine features work from ...
PR News Aggregation - http://aggregator.in/
©2009 HP Confidential template rev. 12.10.0925 ©2010 Hewlett Packard Company25
WORD IS GETTING AROUND…
• MOO.com | Help Haiti. (It's not hard)By Denise It was designed by Derek Powazek of Magcloud and it's already available to preview and purchase at http://magcloud.com/browse/Magazine/57585. Looking through the magazine at the images showing the daily lives of those living in Haiti ...
MOO - http://www.moo.com/blog/
• Photographers Organize Fundraising Mag for Haiti Quake Aid - Grids ...A group of photographers have created a fundraising magazine through Magcloud to help generate aid for Haiti earthquake victims. Organized by San Francisco photojournalist Lane Hartwell, the magazine, titled One Respe, is a collection ...
Grids - http://www.spd.org/
©2009 HP Confidential template rev. 12.10.0926 ©2010 Hewlett Packard Company26
thank you!
For more information
Mark Giordono: [email protected]