Planning print runs has become very difficult – this notion recurs in all our discussions with publishers in recent months. The book publishing industry is in upheaval, the behaviour of readers and buyers is changing, while bookstores are very careful in their purchasing. Even top-quality press work can no longer guarantee a good level of book sales. How should a print run be planned?
To stand out from the crowd, underlining one’s personal individuality, seems to be gaining in significance in our today’s society. This is likely the reason why personalised products are at present a major trend: People are no longer content with off-the-peg products, but know how to satisfy their own personal preferences, irrespective of whether this expression of personality costs a few euros more or the time and effort needed to find and acquire a product considerably outweigh its value, as the value of a commodity is not just a matter of the material.
After mymuesli and LONGO’s successful realization, in autumn 2015, of a project in the area of mass customization, their next joint project was concluded in autumn 2016: a software solution developed by LONGO to support mymuesli in the production of labels for “custom mixes”, i.e. customer-created muesli mixes.