I am no expert but here’s what I’ve learned.
While this post is probably not relevant for most, I know that someone, somewhere just googled “How to start a print magazine.” I know this because that’s what I Googled back in 2013 as I contemplated whether or not I should start a print publication. I have also had several people e-mail me about this topic since then. There were not many resources out available to me but the Lord graciously led me to a few women familiar with the industry. He also led me to a very patient printer who gave me a crash course of the printing world. They were so generous to share their knowledge with me and it’s my desire to offer you what I know, 5 years after and 14 issues since launching Deeply Rooted Magazine.
Before I get into specifics, I think the wisest thing to ask s is: Should I start a magazine? My husband recently quoted a line from Jurassic Park: “. . . your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should.” It is easy to get lost in the dream of starting something that we may fail to consider whether or not it is something we should actually pursue. Just because you can, doesn’t mean you always should.
Hear me out: I understand why creating a print publication is on your heart. We live in a digital world, but people still buy paperback books for a reason. There is something about holding a tangible book and turning real pages. Digital is convenient, but it does not offer the same experience as printed materials. Every person that picks up our magazine—Christian or non-Christian—is in awe of the quality and beauty of it’s printed form! They love the feel of the paper. They enjoy marking up it’s pages with notes and highlighted quotes. Let’s face it, digital publications are convenient but they do not offer the same experience as printed magazines.
On the other hand, many believe print is dead. And there is some truth as to why newspapers and magazines die off. Here’s why:
It’s costly to print magazines. You get what you pay for. If you want top quality paper, printing, and binding, it will cost you. Deeply Rooted is printed on heavy paper, is off-set printed (a process that offers premium printing as opposed to the more pixelated-looking digital option), and is perfect-bound (lay-flat, glue-bound as opposed to staple-bound). This is not a cheap endeavor, and this is not something you can print on demand or in small batches. Our customers pay $20 + Shipping for one magazine. Despite the fact that most independent magazines sit around the $20 price range, we had some who questioned the cost. It’s hard to compete with newsstand prices but when people see the difference in quality and content, they are willing to invest because they see the value of our content and product.
It’s expensive to ship magazines. Each of our magazines weighs over a pound. Thankfully, we can ship via media mail, which is a reduced rate for ad-free books, journals, and magazines. However, if you plan to incorporate ads into your publication, your magazine will not qualify for this reduced rate. You may be able to get away with first-class mail if the publication is light enough, but if not, both parcel post and priority mail usually costs over $7+ per issue to ship domestically, and this is with the reduced commercial rate we receive through our online marketplace.
Physical magazines require storage space or third-party distribution. When we first started the magazine, we stored dozens of magazine cases that sat in our front office room. We eventually moved to a home where we had the building space but needed climate-control to prevent the magazines from sticking to one another. Eventually, all our magazines moved to a climate-controlled storage unit which meant an additional monthly expense, in addition to the delivery of magazines from the printer to the storage unit. As an alternative option, we looked into third-party distributors but this adds $2-4 per order in handling charges alone. Don’t forget the packaging supplies and the time it takes to package magazines. I’ve packaged 4 out of the 5 years we’ve been in business.
These are a few significant considerations. Of course, there are other things to consider. How often will you publish? How will you finance this new venture? Are there any legal requirements? Do you have a team of editors, artists, and designers willing to assist? If you’re not 100% sure that you want to commit to this kind of undertaking, I highly recommend starting with a digital magazine or online blog. Take the time to grow a solid reader base, and when you have a loyal following, then it may be the best time to move forward with printing your first issue. While this doesn’t offer instant gratification, it will give you time to refine your vision and determine the needs of your audience before committing to such a major, costly production.
For those of you ready that are certain you would like to create a print magazine, keep on reading!
Image by Marisa Albrecht for Deeply Rooted
Gather Your Information
When I knew we were going to make a magazine, I walked into a local printer’s office with a stack of magazines I loved and a clear vision for what I wanted. Although I did not have the technical printing knowledge, our first printer graciously helped me through the process. I highly recommend you work through these questions so that you can go to your printer a little more prepared than I was:
Do you prefer digital printing or offset printing?
Here is a great article on the differences between digital and off-set printing. Go to your Printer with an idea of which option you would like, however, it may be helpful to ask him or her for samples of both so you can see the clear difference between the two.Will your magazine be saddlestiched or perfect bound?
Our magazine is 132-pages and perfect bound; however, saddle stitch (a method using staples) is much cheaper, though it doesn’t look as clean. If you have fewer pages and thinner paper, saddle stitch is the more affordable option.How many pages will your magazine be?
Page count is the number of single pages/sides, and a spread is the size of the two pages (or a whole sheet of paper). Page count usually includes your cover (which is considered four pages/sides - front, back, and insides). Here’s a tip: it’s cheaper to print in increments of 4 so that the printer doesn’t have to cut out extra pages for an odd number.
How many magazines are you looking to print?
The more magazines you print, the cheaper your cost per issue will be. When I first started DRM, I asked for quotes in quantities of 500, 1,000, and 1,500. It will be helpful to see the price difference between quantities because sometimes it saves you more money when you print more magazines. At one point, we doubled the number of magazines we printed and only had to pay 14% more.
What type of paper will it be printed on?
This is where walking in with a stack of magazines may be helpful. I brought in a few different kinds and got quotes on multiple types of paper. The thicker your paper, the heavier the “weight”. Your cover may be 120#, but the interior may only be 90#. Also, they will ask what type of coating you will want on the cover. Again, at this point, it is worth looking at samples or providing your examples of what you like.
Find a Reputable Printer
Not all our printers are equal. I recently received an email from a gal who once wrote to me about starting a publication. I just heard back from her and how she has moved forward in her magazine making process! She signed a contract with a local printer in her area but when they delivered her final product, she discovered that every single copy had problems with the ink bleeding from one page to the next. The printer refused to reprint her magazines, and in the end, she turned to the Printer we use.
There was one time we had to request an issue reprint because the bindery had misaligned the spine of our magazine. Thankfully, the printer was willing to fix the problem but, not all printers agree to do this.
As you seek out a printer:
Read online reviews. Check Facebook reviews and the Better Business Bureau.
Ask other industry friends. We came across our current printer through a graphic design firm that highly recommended them.
Ask the printer for samples of their publications. Samples will tell you more than their website ever will. Examine their samples carefully looking for any ink, binding, or general printing issues.
Ask the print what their policy for mistakes on their part or the bindery’s part. Review any contract you may be required to sign.
These are just a few steps to consider as you decide whether or not you should print your own magazine. I also encourage you to purchase a copy of our magazine. Even if you’re not into faith-based materials, it is worth looking through our final product to the result of our paper, binding, and cover choice.
Final step: When you find a good printer, ask for a quote! Come prepared with the information you’ve gathered from the above questions. Not to fear, a quote is not a commitment to work with them, and it will help you to determine whether or not this is an undertaking worth pursuing.
If you found this post to be helpful, please comment below and let me know! Also, if you would like the contact information for our printer (located in Central Pennsylvania), please use the contact form to reach out to me and I am happy to pass that information along. They do ship across the US. :)