With
online search being the default way many people find information these days,
the question “Should I start a magazine?” may seem strange to many marketers.
But the reality is, while overall magazine pages are down, highly targeted,
specialized magazines are on the rise. Just look at the successful magazine launches
from companies like Lowes, John Deere, Airbnb, and even Red Bull.
The
reason is tangibility. There are certain types of information that people
prefer to consume digitally, but when it comes to relaxation, they prefer
print. Studies continue to show that people
will read more, spend more time with, and subscribe more often to print
magazines than to digital ones.
Even young consumers love magazines.
The 2014 Magazine Media Factbook shows that 91% of American adults read
magazines. That number increases to 94% for consumers under 35 and 96% for consumers
under 25. To boost branding and customer engagement, a magazine might be just
the thing for you.
If you’re thinking about starting a magazine,
the first step is content. Next is the deliverable itself.
Among the categories to consider:
1.
Paper selection. This includes weight, grade, finish
and type. Heavier weights send the message of luxury and credibility, but they
will increase your postage.
2.
Cover weight and finish. Will you be
sending matte, dull, or glossy stock for the cover? How about the interior? When
we think magazines, we often think about glossy stock, but for some verticals (natural
foods, environmental, art), uncoated and matte covers might be the trick.
3.
Trim size. Bigger magazines stand out, but
they cost more. It’s important to
consider the trade-off.
If starting a magazine is something
you’ve toyed with in the past, or even if you’re just thinking about it for the
first time, give us a call. Let us talk through the options to give you a realistic
estimate on costs, as well as the value a print magazine can provide.
Please give us a call at 440-946-0606
Or visit our website here for more information.
Please give us a call at 440-946-0606
Or visit our website here for more information.
