Is Digital Printing the Key to a More Nimble Industry?

If you think that a particular author might not sell more than 200 books, you'll go with digital printing. But the benefit of digital is that you can easily scale that and print another 200 digitally in a couple days. If it turns out a book is going viral, you can move that to offset printing. The biggest concern is that if you do get this unexpected runaway hit because of viral marketing, you're going to have to find somebody who can handle those volumes.