January 21, 2016 § Leave a comment
I Googled this subject line. Results include:
- A Wikihow page riddled with exclamation points by an author who maybe has published a Zine or taken a marketing class.
- A magazine startup guide on MagazinePublisher.com. MagazinePublisher.com’s logo uses the Impact font.
- Various businesses offering to print your magazines.
Of course, these never answered, “How much will printing a magazine cost?” How could they? Every publication is different. When I searched for a printer for The New Territory, I didn’t use any guides and didn’t bother with services online. In fact, I probably spent relatively little time deciding. That said, I humbly offer this case study as an alternative to generic instructions.
How we decided how our magazine would look
Woo, hey, this is important: What’s the footprint (dimensions) of the magazine, and how many pages are you going to print?
Over the holidays, Katie—yes, the Katie of roadtrip fame, and now NT’s creative director (!)—and I fanned a couple dozen magazines over a table in a coffee shop. We talked the tactile aspect of magazines (likes: Offscreen’s size and subtle embossing, how ink soaks into non-gloss paper like the great photos on The Outpost; dislikes: Fast Company’s sandpaper cover, the disposable feel of Harper’s despite some of the most timeless and valuable journalism). We walked away with some pretty firm priorities that helped limit our decisions.
- Quality material: While I’ve been leaning toward a higher-end feel to the printing, the democracy-loving journalist in me cried a little. But, as Katie’s business-savvy husband coached, the magazine is a product, and to convince people to buy it, it needs to feel special. We can still post policy-important stories for free online, but the print product will be exclusive. So, thicker paper, perfect binding (versus stapled or saddle stitched), here we come.
- Size: Small-size publications that would fit well on a bookshelf just feel permanent. Since we’re indie, quarterly and longform, this seems like the right size for us at this time. If we increase frequency, we might redesign to mimic regular magazines, but for now we’re going small and thick.
- Local: The only firm focuses of NT is our regional scope, so we want to source locally whenever possible. And, it’s been really nice to visit printers in person, touch all their papers, see their titles, get good shipping rates, and know that
ifwhen I have boxes of leftover copies, I can just go pick them up and not have to pay for shipment.
- Responsible paper sourcing: We all come from strong roots in sustainability, so if possible, we want to lighten our environmental impact.
What printers offer, and how much they cost:
Turns out, mid-Missouri has several businesses in the national magazine printing scene. I researched a few and visited two. I share the following information for your comparison purposes:
Printer A: 96 pages, with a 60# soft gloss paper and 80# matte cover in 8.5″ x 11″*
* This company runs a web printer, so setup costs are high. The sales rep told me we could go as small as we want, but the web printer doesn’t have a lot of flexibility and whatever margins we slice off would end up recycled. And we’d pay the same price either way. So we were only quoted for a standard paper size.
1,000 copies: $5,306.16 (or $5.31/copy)
2,000 copies: $5,784.35 (or $2.89/copy)
My takeaway from this company was that they were really good, and they’re really well equipped to do big print runs. But, they said, until we can print about 5,000 copies, they aren’t able to do any custom orders on paper. The basic paper options were either too glossy or too low-budget-feeling for our tastes, too. So, the search continued.
Printer B: 96 pages, with 60# offset paper and 80# accent opaque cover in 8.5″ x 11″*
* Listing here for comparison purposes.
1,000 copies: $4,394.26 (or $4.39/copy)
2,000 copies: $5,432.80 (or $2.71/copy)
in 7″ x 10″*
* This printer does sheet printing, so they could fit more pages onto a sheet if we go this size or smaller.
1,000 copies: $4,332.98 (or $4.33/copy)
2,000 copies: $5,326.03 (or $2.66/copy)
Of course, I understand knocking down the size means less space to put words and pictures—and thus we are actually diminishing our potential by rolling with 7×10. But it’s a principle and damnit, we’re standing on it.
Also, since this printer has equipment more attuned to smaller print runs, we save a lot of money on the upfront cost. “Once you get to 20,000, you might want to explore other options,” the sales rep told me. I’ll be super happy if we can get the first 1,000 in peoples’ hands for this first issue, so that is a-ok for now.
I also noticed that even though I told my sales reps we would be printing 128-page minimums, which is still within their 16-page signature standard, I always got quotes for 96 pages. I don’t know if that’s to not lose us at sticker shock, or if 96 is some sort of industry standard. But just so you know, we do hope to be thicker than 96 pages.
Other things to keep in mind when choosing a magazine printer:
1.) How the company will ship. Both these printers are equipped to take your mailing list and ship it out under their media license (Printer B even had a USPS office on-site), so they were pretty equal in that category.
2.) What other custom printing options they can offer. Do you want blow-in cards (those little subscription cards that fall out whenever you pick up magazines from the grocery store)? Do you want your magazine packaged in a poly bag, so you don’t have to design a name label on the cover (Printer A charges $50/1,000, plus a $75 setup fee)? Special inserts? Custom covers? Printer A prints its special covers through a “mothership” partner the specializes in yearbooks. Printer B has a little machine that can do embossing and metallic foiling on-site, but they still have to order die cuts for the process. These are all things you ought to consider ahead of time and ask during a visit.
Another option for self-publishing:
Like I said, I didn’t bother looking at online options, but when I scanned a few sites today, it looked like they were targeting companies just printing magazines as a sidenote, AND the sites charged more upfront than the local presses.
However, if you’re lucky enough to live near an “Espresso Book Machine,” that might be an option for a micro-run of a magazine. The Mizzou Book Store has one, and it does good stuff! The quality feels a little homespun, and the cost per copy is going to be higher, but the store keeps all their projects on file and can print on demand for you anytime. When I taught writing at the Missouri Scholars Academy last year, we got 25 copies of our class book proofed and printed in the span of 3 hours, and with the university discount, it cost just under $5 for a ~60-page book in 7″ x 10″. Not too shabby!
Alright, that’s all I know. Or–is it? I bet if you have questions, I have an answer. Leave me a comment!