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.
©2016 The Foley Group