Being published is still the ultimate achievement – it’s synonymous with success. But publishers today are locked in an ongoing struggle, facing rising expenses for postage, freight, paper, ink, and production of their titles. On top of that, advertising revenue, newsstand sales, and subscription revenues are all being challenged.
Nothing cuts through the fog of digital content from websites, emails, online ads, and even social media like physical print. Why? Because we understand that stories worth telling are those put in ink to paper. And we’re not referring to books either. We’re talking about stories, viewpoints and learnings shared in print magazines.
But how do you continue to deliver an elevated experience to your magazine audience without compromising your budget or brand? Kodi has the answers – read on.
It’s easy to find one process and become a creature of habit, but as communications continue to evolve, it’s more important than ever to be curious and open. Explore advancements in technology with your vendor as there are typically options to do things better and, oftentimes, more efficiently and quickly.
For example, utilize a printing partner that can convert your content from a PDF to an XML file (Extensible Markup Language) a file type which supports optimal information exchange between websites, databases and third-party applications. After sending your XML file to a secure online portal, your printer can print, fulfill and ship the final product. Simultaneously, the file is ready for improved archiving, website sharing and online distribution. The beauty of this technology and workflow is that what may have taken days to execute, now only takes hours.
If your print magazine has a sizable print run, then you need the right-sized printer for the job. Your largest expenses in printing magazines are: 1) postage and 2) paper. So, you need an experienced printer that can negotiate better paper pricing on your behalf. This is something that most facilities with a couple of locations can’t offer. Why? They don’t have buying power with paper manufacturers. And while no printer can control the price of postage, a printing partner that truly understands postal optimization can advise you on ways to mitigate these expenses. Postal optimization refers to a variety of tactics that could be implemented to drive postage savings or speed to market.
Aside from paper which can be approximately 30% of your expense to print a magazine, specifications (also abbreviated at “specs”) can truly affect your bottom line. Printers are not created equal, meaning their capabilities can highly differ from one facility to another especially when it comes down to print method, finish size, types of binding, etc. So, it’s always good to ask what magazine finish sizes not only work well for their facility, but also the newsstands you plan to stock your magazines. Special or custom specs can mean more time to set up the printing machines, which means a higher cost to you. Also, newsstands may organize their advertised publications by a magazine’s finish size. Typically, larger tabloid-sized publications land at the bottom of a display and smaller (let’s say) 8 3/4” x 10 7/8” magazines are placed higher on a display, “prime real estate” for a newsstand.
Let’s shift gears from print magazine production and back to the heart of your product – the content. Your content is the reason why you have followers, subscribers and advertisers. It’s important to stay consistent with your message and brand as this is what your customers have come to expect from your business. For example, if you’re a company that purports luxury goods and services, then your print magazine’s visual content should deliver on this promise. You should use a seasoned, professional photographer with experience in luxury product or on-model photography.
You’re looking for a studio with a portfolio or body of work that can capture and complement your story’s journey. And ideally, your vendor also has a creative services production team that will guide you in photograph selection as well as in editing and post production to ensure your vision is carried through. We strongly recommend not skimping or rushing this part of the process as print magazines are highly visual products. With the rate of visual consumption at an all-time high, strong imagery especially on a magazine cover is a huge draw for lift.
Do you need a partner to bring your magazine to life? Kodi Collective can help. With a rich history spanning over 150 years, we have honed our expertise as pioneers in print and visual communications. Kodi offers seamless solutions designed to reduce production and distribution costs while upholding the highest standards of print quality. And our in-house expertise coupled with extensive network of validated suppliers aim to deliver the creative production, sourcing, and distribution capabilities needed to unlock untapped opportunities for your business. We are the printers, crafters and creatives that the world’s most iconic brands have trusted for decades to bring their stories to life on the printed page. Let Kodi guide you through what’s possible.