How To Get Started

Diana Pohly, President of Pohly & Partners

So you want your own magazine but you're not sure how to make it a reality? Welcome to "Custom Publishing 101," the short course that offers a glimpse of the mysterious world of magazine development.

Read on but be forewarned: This article is not intended to replace the hands-on experience of a veteran publisher. Like any journey into unknown territory, it pays to have an experienced guide who can help you avoid the pitfalls of custom publishing. Still, it helps to know the basics. Here's a primer.

How do I target my magazine?

Know your objective and then let a good custom publisher pick your brain. Be prepared to answer a lot of questions: What are your marketing goals? How targeted is your audience? Do you want to build customer loyalty? Increase brand awareness? Maybe even turn around your customers' perceptions? "In general, our clients have a good idea of exactly who their target is for a custom magazine," says Jim Meyers, president of Imagination Publishing in Chicago. You may want to write an editorial mission statement as the first step. Or, if you know what you want to say before you know why, produce a table of contents first. A good custom publisher will help you target your audience. A custom publishing team—of writers, editors, designers and production and distribution experts—can help you turn your concept into an engaging and focused magazine.

How long does it take to create a custom magazine?

From conception to completion, launching a new magazine can take as little as 20 weeks, although some publishers like Imagination boast that they have created magazines in as few as six weeks. More often it takes longer. Extra time gives you the opportunity to test your ideas to make sure they are solid. Once you've decided on your publication's mission, the next step is to draw up a schedule outlining when the stories will arrive, how much time they will take to edit, fact-check, design and proofread, and how much time will be needed to review the magazine at various stages. These variables ultimately determine the date magazines will land in your customers' hands.

How much does it cost?

There are hundreds of variables that influence the cost of a publication, so there is no "standard" price you can bank on. However, your circulation, frequency, page count and method of distribution are among the biggest drivers of cost. "The more detailed you get in your specifications, the more likely you'll get the best deal and avoid unforeseen surprises later," says David McDonald of True North Custom Publishing in Chattanooga, Tenn. Within the major cost factors are many lesser-known factors, such as trim size, paper weight and grade, type of bindery, color usage, stock vs. original editorial and art, pre-press services and press checks. Less tangible, but equally critical, is the level of journalistic and design talent assigned to your magazine.

Where do stories come from?

Once the story concept is approved, the publisher finds a writer who will develop the story. Most custom publishers augment their in-house talent with skilled freelance writers. Choosing the right writer is an attempt to marry the appropriate writing style and expertise to the publication. After a writer has submitted a draft, it's up to the editorial team to fit the story to the magazine.

What about the art?

The next step is deciding what sort of artwork to commission. One article might call for moody black-and-white photos. Another could demand playful, colorful illustrations.

Once the art is commissioned and selected, often by culling through dozens of slides and transparencies, it's time to create the layout by placing the elements onto the page.

What happens next?

For traditional printing, all original artwork must be separated into the four basic colors— in printing parlance, cyan, magenta, yellow and black, or CMYK. This separation takes place at the pre-press house, where the art is scanned and converted into a digital file.

The page is output as four pieces of film and sent to the press. (Many printers are moving toward computer processes that eliminate the need for film.)

How does the printing work?

The printing press will depend on the quantity you need and the reproduction quality required. High-volume, high-quality web presses print on large rolls of paper that are cut and folded into individual pages. Sheet-fed presses print each page separately and are used when fewer copies are needed. Digital printers offer reasonable output and can produce small quantities at low cost. The press is the final stage of quality control, and the publisher reviews the pages as they are printed, checking everything from the way the four colors line up (registration) to color balance. The final pages come together in the bindery. Here, choices include stapling pages together (saddle-stitching) or gluing them to a spine (perfect binding).

How does it get distributed?

Last but not least is distribution. "No matter how pretty the pictures or clever the copy, it's all for naught if your direct mail doesn't get there," says Bruce Woodward, vice president of circulation for McMurry Publishing in Phoenix. Most custom publishers offer mailing list development services that put together the right list for your publication. A list can be as simple as specific ZIP codes, or as complex as ethnic groups, income levels or owners of specific automobiles. Specialized lists are valuable because they reduce wasted circulation and increase your return on investment. There are many ways to get your publication to the select audience on your list. Publications may be mailed directly from printers, bulk-shipped to distribution outlets, or both. And how efficiently your distribution is managed can impact your cost, the speed of delivery and the deliverability of your message.

How do you get involved?

There are plenty of opportunities for you to participate in the magazine's development. Or, you can leave it to your publisher. However, some critical points need your input. Your publisher will send you an issue's editorial lineup—a working title and short summary of each article—for approval. Editors and designers then commission the stories and artwork.

You'll see the manuscripts when they come in. Next comes the first round of layouts, where you can see how the poured type and placed images look. Final layouts, incorporating all prior changes, give you a last opportunity to review your publication.

Eventually, as trust builds, the process becomes more streamlined. "With most clients, we find that the first two issues necessitate a high degree of contact," says Meyers. "Once the learning curve is met for both parties, much less involvement from the client is needed."

Congratulations!

You have jumped your final hurdle and are in the hands of your customers. You have reached interested readers with a message that has caught their attention. Magazines are a great way to talk to your customers. Your custom publisher can help you maximize this unique opportunity to interact with your audience and measure the success of your custom publishing project.