"E-books introduce something publishers and content distributors are afraid of: uncertainty. When people start downloading books, publishers will have no idea how many printed books to keep in inventory. That's perfect for on demand production -and that's why I can't wait for everyone to get an e-reader."

So said John Lacagnina, a panelist in the "On Demand Book Publishing Insights" session at the Print on Demand Initiative (PODi) AppForum in Las Vegas.  As the founder and president of ColorCentric Corporation, a leading digital books-on-demand manufacturing and distribution company serving several prominent self- and photo- publishing companies, he welcomes the electronic readers that traditional book manufacturers see as a threat.

He was one of 11 Xerox Corporation customers who presented in the 40-plus sessions at this year's PODi AppForum showcasing leadership digital printing applications and business initiatives.

Xerox customer Jeff Sierra, vice president, Marketing and Product Development, Budco, talked in a keynote session about how a direct mail campaign boosted sales for Ford Motor Company by 35.7 percent. He co-presented with his customer Mark Bardusch, national sales and marketing manager of Extended Service Business, Ford Motor Company, and Shelley Sweeney, vice president/general manager of the Xerox Data Processing Service Bureau and Direct Mail Segment.

Two of the three 2010 PODi Best Practices Awards went to Xerox customers, including Jamie Klemcke, marketing director, QuantumDigital, Inc., for the company's real estate lead generation program and Ted Raymond, president, Allegra Print & Imaging, Scottsdale, Ariz., for a successful fund raising campaign for an Arizona council of the Girl Scouts.

Additionally Xerox customers who presented included:

- Andrew Pate, senior vice president, Business Development, On Demand Books LLC, discussing on demand publishing
- Troy Van Dyke, vice president, Sales and Marketing, Darwill, and John Mahoney, president, The Mahoney Company, on becoming a marketing services provider
- Ed Warren, vice president, Sales and Marketing, Creative Marketing Solutions, on direct mail's role in the marketing mix
- David Zamorski, chief operating officer, Associates Graphic Services, on lean manufacturing
- Leo van Snippenburg, chief information officer, Jonge Helden B.V. on custom publishing
- Waleed Ashoo, president and chief executive officer, Lithexcel Communication Services Provider, on value pricing

"Our customers are leading the industry in developing high-profit, high-growth digital printing applications, so they deserved to take center stage at the PODi AppForum," said Gina Testa, vice president, Worldwide Graphic Communications, Xerox. "The market is embracing the advantages of digital printing in the rapidly evolving media landscape, and these graphic communications companies are stepping up to capture the opportunities."