Marshall Cavendish Rocks the International Market
If there's any question of the impact evolving technologies can have on the modern publishing company, at least one publisher has a tale that might help tip the scales.
A recent 52-part "Speak English" series for the Russian market could have presented major challenges to the team at Marshall Cavendish, publisher of books, directories, magazines and partworks (series), whose brands include Marshall Cavendish Reference, Benchmark Books, Cavendish Children's Books, Federal-Marshall Cavendish Education and Times Editions-Marshall Cavendish. Each book in the "Speak English" series was being developed and "packaged" by language-teaching experts in the United Kingdom, translated in the Ukraine, produced in Poland and distributed in Russia. This type of project is often a recipe for chaos, involving weeks of back-and-forth text files, Quark files and PDFs, with CDs being dispatched back and forth by courier.
The Marshall Cavendish team, however, implemented a new workflow technology that refined the process, reducing file transfers to a matter of days, with no concerns over file integrity or security. "It's fair to say that without [this technology], we would have struggled to meet our launch schedule," admits Marshall Cavendish's art editor, Chensie Le Roy Chen.
According to the Marshall Cavendish production staff, the technology—Vio Digital Workflow Suite (VDWS)—is helping the company break into emerging Central and Eastern European markets by enabling them to cut through complex international workflows. The company is now seeing "meteoric" circulation growth of its titles in former Eastern bloc countries.
Whisper Down the Globe
Sure, it helps that the market is ripe. "In the post-Communist era, consumers in the region have displayed an enormous appetite for information and self-education. This makes these prime markets for collectible publications, which offer an affordable way for people to build a personal library of up-to-the-minute reference materials," explains Marshall Cavendish's managing director, Peter Barber.