We talked to Tal Oron, co-founder of Lost My Name to gain some insight into the incredible success of this digitally printed book – produced using HP Indigo digital printing technology, of course! Here’s what he told us:


When you first set out to create the book, what was the goal?
We didn’t invent print on demand and personalized books, but we set out to see what we could create. We saw this as a huge opportunity, a blank canvas, and we thought how we could make it better.



Lostmy.name team: Tal Oron, Asi Sharabi, Pedro Serapicos, David Cadji-Newby


How long did you think it would take to be ready to sell your first book?

I don’t think we knew how long it would take. It was primarily a creative project. It took over a year, and the hardship was to find a printing partner to produce our books at a reasonable price, so we could sell them and finance the project. It took six months to launch the beta, and then, in the six weeks before Christmas, we sold 22,000 books.

What were the main challenges?
Finding a printing partner. It was difficult because print-on-demand is typically B2C, which in terms of price is almost impossible for a B2B customer.

The second challenge was how to make the product famous. What differentiated us was our unique product, with a different narrative for each book, and the rustic, very tactile paper that we use. We were also able to do quite a lot through word of mouth, and PR before Christmas.

How did you choose your printing partners?
We were looking for a company that did both litho and digital print. Our book was made to landscape ratio so we needed someone to be able to print our books in landscape on a large format press, like the HP Indigo 10000. This was about two and a half years ago, and the 10000 was only beginning to be available, so we were looking for litho printing for the covers and digital for the inner pages. But we were also looking for a partner that would believe in us, that would not look for quantities at the outset but would say yes to the opportunity with the hope that it would bear fruit. Finally, we partnered with Charlesworth Press; and they have supported our business from the beginning. Since then, we have expanded the partnership to additional PSPs worldwide, including those who now have the Indigo 10000. It’s only with HP Indigo that we can get the tactile feel, the non-oily feel of the page on both sides, which gives an artisan rustic feel to our book.


My thanks to Tal, for sharing his insight.

You can read more about the success of this publishing start-up here.


Lost My Name now prints books on-demand at five different printing companies in Australia, Canada, the US, and the UK. This distributed printing model is a really smart move as it enables the company to offer its book at the same price worldwide, with no extra shipping costs.


It’s a great example of how high-quality digital print is adding freshness and innovation to mainstream book publishing.  What do you predict will characterize the next personalized book success story?