In-store printing service may get Christian retail trial if publishers back drive to offer wide backlist Christian retailers could be among the first booksellers in the country to offer instant-print titles to customers. An in-store printer that can produce a book in just a few minutes, reducing the need for tying up money in inventory and offering access to extensive backlist, drew considerable interest at the show. Appearing at ICRS in a cooperative presentation with CBA, On Demand Books (ODB) demonstrated its Espresso Book Machine (EBM), which Vice President of Sales Jason Beatty said “adds new sources of revenues to stores.” Producing around 175 sample copies of public domain titles to avoid royalty issues, the Espresso was called into real service when author Michelle Lesley used it to print copies of her book Jacob: Journaling the Journey (Journey Press) for a signing she staged in front of the machine. Around 50 Espresso machines are currently in use, mostly in larger general market or university bookstores. Priced at around $165,000 for a high-speed version and $105,000 for a mid-speed model, the machines can also be leased and typically earn out in about 18 months, Beatty told Christian Retailing. The Espresso lends itself particularly to adoption in the Christian retail market because of consumers’ greater loyalty to their local stores, added ODB President Peter Turner. In addition, there were opportunities for stores to use the system to print books for local Christian authors. Mardel Christian & Education President Jason Green said that his chain was looking into the possibility of testing the EBM system. “It is an interesting opportunity,” he said. “We always have to be looking at what is coming down the pike.” Baker Publishing Group Executive Vice President of Sales and Marketing David Lewis was enthusiastic about the potential for stores. If they did not have a title in stock, “rather than lose the sale to an online retailer, they could print the book and retain the sale, even if they make a smaller margin,” he said. Lewis said he hoped some Christian stores would test the Espresso and that he would be encouraging other publishers to join the company in making their older titles available through the system. “Stores need access to the full range if it is going to have a chance.” Meanwhile, CBA Executive Director Curtis Riskey revealed that an industry-wide platform for selling e-books now seems unlikely. The association had announced efforts to bring retailers, publishers and service providers together in talks to come up with a potential collaborative program at last year’s ICRS. “We are starting to see a number of folks going other directions and I’m not sure that an industry-wide platform will come together,” said Riskey, “but there will be options for stores.” CBA plans to publish its research and findings as a white paper to help stores find an e-book option that would work for them, he said.
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