The book market is undergoing a fundamental transformation. Shrinking print runs, changing consumer behavior, and new technological possibilities are challenging publishers while simultaneously opening up new opportunities. In a conversation with Future Book Magazine, Ulrich Schätzl, COO of Elanders Print & Packaging, discusses these developments and how digital printing, Print-on-Demand (POD), and personalization are permanently reshaping the publishing business. The full interview is available online at DPR Future Book Magazine:
https://dpr-future-book-magazine.com/en/fbf/elanders
From Elanders perspective, a clear trend is emerging: while traditional offset printing is losing ground due to declining print runs, digital and inkjet printing are seeing a sharp increase in demand within the publishing and photo book sectors. Today, small and medium-sized print runs can be produced economically and flexibly without compromising on high quality. For publishers, this means greater capital and inventory flexibility, as well as the ability to adapt content more quickly to changing requirements.
Print-on-Demand plays a central role in this shift. Although the share of digitally produced books is currently still relatively small, Ulrich Schätzl sees enormous potential here. The goal is to relieve publishers of complex cost calculations and give them more freedom in production planning. With new models such as “Smart Flat Pricing,” print runs can be calculated regardless of whether they are produced in a single batch or in several installments. This makes it easier to remain flexible and update content throughout a book’s lifecycle.
A prime example of this approach is the partnership between Elanders and Thalia. Together, they are establishing a new digital printing and fulfillment center that closely integrates print production and logistics. This allows books to be made available directly in retail stores or produced on demand and delivered to customers on short notice—whether to their homes or for in-store pickup. This creates an integrated solution for publishers that reimagines manufacturing, distribution, and speed as a single process.
Beyond efficiency and flexibility, another topic is increasingly taking center stage: personalization. Readers today expect individualized products—even in the book market. Whether it’s personalized forewords, special finishes, or custom-curated content, much of this is already technologically possible and economically viable. Particularly for younger audiences like Gen Z, who are used to customization from streaming and on-demand services, this opens up new and attractive book formats.
For these models to work, content must be designed more modularly. This allows individual texts, recipes, or chapters to be updated faster, recombined, or used for different applications. This gives rise to new business models for publishers where even small quantities make economic sense—a factor that is highly relevant for volatile markets such as the guidebook and how-to sector.
Ulrich Schätzl is convinced that the industry has reached a turning point. The technical requirements for high-quality digital printing, personalized content, and integrated logistics are in place and evolving rapidly. Those who are ready to rethink existing processes and approach content more flexibly will be able to reach new target audiences and ensure a sustainable future for the book as a medium.
