Print-on-Demand as a Strategic Tool

Print on demand (POD) is no longer a last-resort solution for niche publications or nearly out-of-stock titles. With the recent 20% price reduction for single-copy production by CB, publishing inventory-free has gained a new strategic meaning says Hubert de Koning.

As the person responsible for print on demand at CB, I see a turning point in how publishers look at their catalogue and stock. Too often, the conversation focuses on unit price. The real issue is total supply-chain cost and risk: once you factor in storage, handling, and write-offs, the calculation changes.

Availability as a Competitive Advantage

At the heart of inventory-free publishing is not just cost reduction, but availability. In a market that is increasingly volatile and hard to predict, producing large print runs in advance is risky. POD brings production and demand closer together.

Single-copy titles can be delivered within 48 hours. And when demand spikes, it is possible to scale up quickly with Short Print Runs—up to several thousand copies within 24 hours when needed. That shifts the focus away from guessing quantities as accurately as possible, and toward safeguarding availability.

In the Dutch book market, the Top 60 is an important benchmark for visibility and sales momentum. If your title makes it onto that list, you need to stay there. Being unavailable costs you position immediately. With POD, you can start small and reprint fast—without major upfront investment.

Segmenting Instead of Default Reprints

Using POD effectively starts with a careful, title-by-title assessment. Books that sell in small volumes—such as niche publications or backlist titles—can be offered entirely without stock: they are printed only when an order comes in. For titles that sell more steadily, for example a few hundred to a thousand copies per year, a hybrid model can work well. You keep a small base inventory for immediate demand, and replenish it (automatically) with POD.

For larger print runs of 2,000 copies and up, offset printing is often still cheaper. Even so, reprints in particular deserve a critical look. Do you really need to commit to thousands of copies again, or can you spread the risk more intelligently? POD can serve as a strategic backstop, helping you avoid unnecessary inventory exposure.

Technologically Mature

What was considered high quality in digital print three years ago is now the baseline. Print quality and finishing have improved significantly, for both softcovers and hardcovers. We are also working on enhancements such as gold and silver foil and spot varnish for covers—where volumes allow. POD has become technically mature and is a fully viable alternative for the general catalogue.

There is also movement on the paper side. More and more publishers are choosing wood-containing paper instead of wood-free paper. It yellows slightly faster, but it requires less chemical processing—making it both more sustainable and less expensive. For readers, the quality difference is limited, while the environmental impact decreases measurably.

Sustainability as a Structural Factor

Sustainability is playing an increasingly important role in strategic decision-making. On average, one book roughly equals one kilogram of CO₂ emissions. When large inventories eventually have to be pulped or destroyed, that impact adds up quickly. Inventory-free publishing reduces waste and shrinks the ecological footprint.

Sustainability is no longer a nice-to-have—it is a full-fledged argument alongside cost and flexibility. Less stock means less transport, less storage, and less destruction. That aligns with societal expectations and with publishers’ ambition to operate responsibly.

More Titles, Smaller Print Runs

The expectation is that average print runs will become smaller while the number of titles continues to grow. POD makes that model workable. Publishers can offer a broader and deeper range without tying up capital for long periods in warehouse stock.

The recent price reduction for single-copy production accelerates this shift. More titles become profitable without the risk of holding inventory. POD moves from an operational tool to a strategic instrument. Inventory is not certainty—momentum is. Publishers who organise production flexibly and put availability at the centre increase their commercial agility.

If you would like to explore how Print-on-Demand can support your publishing strategy, please contact:

Michel Koster
Account Manager International
+31 (0)6 10 615 617
m.koster@cb.nl