Streamlined Solutions for Local Magazine Printing and Distribution

You have a lot on your plate as a publisher of local periodicals like city/regional magazines. Many of these publications require high-end production for a readership that views them as a luxury item. Readers cherish each issue and expect it to arrive on time and in pristine condition. There’s no room for error. Yet the printing and distribution of city/regional magazines is challenging.

But that’s not your problem – it’s ours. And as an experienced printer and distributor of geographic-based publications, we have some advice.

Look Beyond Printing Presses

Don’t dwell solely on the ink-on-paper aspect. Make no mistake – it’s critically important, and you want to ensure that your print partner has advanced equipment featuring multiple print platforms. You also want to ensure that your printer has a reputation for executing special-interest magazines at the highest level.

But pay equally close attention to prepress and distribution. Those areas likewise yield big dividends in both efficiency and quality. Printing companies with distribution expertise give you a huge leg up in consistently achieving on-time delivery.

Seek Seamless Digital Workflows

PDF-based production is today’s defacto standard. You’re more than likely using it now. However, not all workflow systems are created equal. To maximize efficiency and file accuracy, you need a seamless digital workflow that links all aspects of print production as well as linking your system with the printers.

The more complex your needs, the more important technology becomes. Processes such as content management, collaborative prepress workflows and personalization/customization all rely on high technology at the front end.

But just having advanced technology isn’t enough. Your provider needs to apply it to your benefit. For instance, a provider may have great digital prepress technology, but the best will also have G7 Certification. This means you’ll get the same predictable color output every time, whether your magazine is running on a digital press or an offset press—regardless of the substrate.

Obsess on File Preparation

Having noted the importance of the printer’s technology, everything starts with getting your file right. Many time-consuming errors occur because of improperly prepared files.

Although your printer will undoubtedly run your file through their own software, the cleaner and more accurate your original file the better. Anything that’s missing or out of spec causes a file to be incomplete and can result in costly delays. Sending duplicate files or previous issue files also can cause unnecessary confusion.

Set your raster and transparency settings to high resolution and be certain to arrange type in the uppermost level. Image resolution will vary by print production method and paper, but a good default standard is 300-350 dpi.

Many workflow systems also work with pages, so be sure to export your PDFs as pages using your printer’s PDF export settings  (these are typically available on their website or by reaching out to them). Also be sure to extend the bleed to the gutter. Note: when exporting PDFs you may get a 1/8 inch bleed from the facing page — that is expected and taken care of when imposing the pages in prepress.

Seek Mailing and Distribution Expertise

You don’t need a lecture about the cost of mail distribution. You’re all too aware that mailing costs can exceed all production costs combined.

With so much resting on this phase, you must have complete faith in your plan as well as the systems and people executing it. Best-of-class magazine printers will be front-loaded with systems for data management and mail list processing. They’ll have a laser focus on minimizing postage costs and meeting critical arrival dates.

You can’t settle for second-rate solutions in this make-or-break area.

Downstream, top providers should offer advanced CoMail and pool shipping options. Keep in mind that smaller circulations often benefit more from CoMail than larger circulations. Although city/regional magazines often begin with more penetration of a specific geographic area and receive better presort levels, presenting the mail into that area can often reward work share delivery discounts.

Except for some minor design requirements and schedule flexibility, the CoMail process is pretty straightforward. The printer or service provider combines your list with the lists of other magazines to form a much larger mailing pool, resulting in lower costs. Plus, you can participate in CoMail with circulations as low as 5,000.

Seek Access to Subject Matter Experts, Education & Training

The combination of stretched personnel, lower training budgets and ever-evolving technology can create the perfect storm for disaster. You’ll benefit from a printer that invests in the education and training of their own staff and yours.

You’ll gain even more advantages if that printer has deep experience in the special-interest publication world. When your provider knows the ins and outs of the publication business, it takes a load off you. And with increasingly collaborative workflows, knowledge sharing is more important than ever.

Education and training can take many forms—blogs, newsletters, white papers, webinars, technical sheets and both small group and one-on-one training opportunities. The availability of certified subject matter experts (think Adobe Certified Instructor or USPS Regulations Expert) is a big bonus.

Partner with Walsworth

We live and breathe special-interest publications. Our multiple publication facilities currently print and distribute more than 225 monthly and quarterly titles. We have a special enthusiasm for the unique role played by city/regional magazines.

That’s not just idle talk. We constantly invest in the equipment, services and solutions to meet the demands of this dynamic publishing segment. Our ability to handle quick turnarounds with ease is supported by advanced prepress workflows, multiple print platforms, a robust bindery and deep mailing and distribution know-how.

We can also help you reach your audience where they are. While print forms the core of your distribution strategy, you may also incorporate digital strategies to expand your reach, enhance engagement or address readers’ preferences. We can provide you with digital publishing apps, website solutions and other content delivery options to maximize your reader connections.

Getting in touch is simple. Just submit your information and a friendly Walsworth associate will be in touch within 24 hours.