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 ¶¶Òñ¶ÌÊÓƵ

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 ¶¶Òñ¶ÌÊÓƵ associate will be in touch within 24 hours.

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Know Your Audience

Before you can effectively distribute your magazine, you need to understand who your audience is. Conducting market research to gather insights into your target audience’s demographics, interests and reading habits is crucial. This information will help you tailor your distribution strategies to better reach and engage your audience.

Sometimes, your audience may already be quite clear, based on the subject of your magazine. For example, the audience of an alumni magazine is going to be primarily alumni of its college or university. This takes the guesswork out of building your audience and makes it much easier to narrow down your list of potential readers.

Subscription Models

Subscription-based distribution is a tried-and-true method for reaching a dedicated readership. Offering subscriptions not only ensures a regular revenue stream but also helps build a loyal reader base. Consider offering special perks or benefits to subscribers, such as early access to content or exclusive offers, to enhance reader loyalty and engagement.

Building a dedicated subscriber base doesn’t just increase your readership, it also helps your magazine stand out to potential advertisers, especially if the subject of your magazine is highly specific or niche. A curated subscriber list that’s interested in the type of content you produce will be attractive to brands looking to advertise products in your space.

Direct Mail and Distribution Services

Direct mail campaigns can be an effective way to reach a wider audience, especially if your target demographic is geographically dispersed. Partnering with a printer that offers distribution can help streamline the process and ensure that your magazines reach their intended recipients in a timely manner. With a long list of policies and rotating promotions, working with the United States Postal Service can have a steep learning curve. Partnering with a company that understands the ins and outs of the USPS can provide a huge benefit to your distribution strategy.

Mailing Strategies To Reduce Costs

Once you’ve produced your magazine, getting it into the hands of your readers is paramount. However, mailing and distribution often account for around half the total cost of producing your magazine. Luckily, there are ways to save. Mailing strategies like co-mailing and co-mingling can lead to huge savings when done correctly, but working with an expert is key when trying to navigate postal service policy.

Digital Distribution Channels

In today’s digital age, digital distribution channels are an important component of any magazine distribution strategy. From digital editions to online subscriptions, there are numerous ways to reach a broader audience online. Even though print magazines are still relevant, integrating digital and print distribution efforts can help you maximize your reach and engagement.

Digital Editions

¶¶Òñ¶ÌÊÓƵ offers digital publishing solutions that can help you create engaging digital editions of your magazine. From interactive features to multimedia content, digital editions can enhance the reader experience and attract a broader audience segment. Digital editions also allow for more content than print publications, as they’re not limited by a strict page count. This means digital editions are great for providing supplemental content to support the articles in your print magazine.

Online Subscriptions

Online subscriptions to your digital magazine can be a great way to increase your readership. Many print magazines offer lower-priced digital subscriptions, giving potential readers a lower barrier to entry when compared to the cost of a print subscription. It’s also easier for readers to share your digital content with friends and colleagues via social media, helping grow your audience even further.

Tackle Smart Distribution Strategies with ¶¶Òñ¶ÌÊÓƵ

Effective distribution is essential for the success of any print magazine. By understanding your audience, utilizing subscription models, exploring direct mail and distribution options and creating a digital presence, you can reach your target audience and broaden your reach. Experiment with different distribution methods to find what works best for your magazine, and don’t be afraid to adapt your strategies as your audience evolves.

In addition to printing high-quality magazines, ¶¶Òñ¶ÌÊÓƵ is well-versed in mailing and distribution strategies, as well as creating digital editions. But what makes us stand out is our long history of family ownership and working with a wide variety of publications to create vibrant, memorable print products. Get in touch with us today to see the ¶¶Òñ¶ÌÊÓƵ difference for yourself, and to learn more about how we can help your publication reach its audience.

The post Distribution Strategies for Print Magazines: Tips for Reaching Your Audience appeared first on ¶¶Òñ¶ÌÊÓƵ.