Magazine article Folio: the Magazine for Magazine Management

Short-Run Pubs Get in Line

Magazine article Folio: the Magazine for Magazine Management

Short-Run Pubs Get in Line

Article excerpt

Nonprofit magazines are finding safety, and savings, in numbers. Twelve Greek, religious, alumni and association publishers are part of a printing coalition at Banta Publications Group's Hart Press facility, located in Long Prairie, Minnesota. The PowerPrint program helps these periodicals-class (formerly second-class) titles realize savings as a group--in paper, printing and mailing--that would be otherwise unattainable on a per-title basis.

"It was a wacky idea. We all had to agree on the same trim size, paper stock and schedule," recalls Lisa Elliott, editor, The Themis of Zeta Tau Alpha, whose quarterly publication in 1991 was one of the first to join the PowerPrint program.

For small (10,000 to 120,000 circulation), standard-frequency titles with no more than 75 percent advertising (no catalogs), PowerPrint makes sense. Fraternities, for example, have to respond to continuous increases in membership without concomitant increases in funding. "Printing and postage can be a major barrier for some Greek letter publications," says Elliott. "Some have had to drop from second-class to third-class mailings."

When Banta approached Elliott about joining the program, she was struggling with a 25 percent increase in second-class postage. Joining PowerPrint would require adhering to an inflexible print schedule and yielding to group decision-making, but the promised savings were too good to pass up.

Andy Tippet, marketing manager, Hindsdale, Illinois-based Banta Publications Group, says PowerPrint mailing savings range from 7 to 25 percent, based on circulation size, and manufacturing discounts fall at approximately 5 percent.

PowerPrint publications are printed en masse--saving money on press makereadies--bound, labeled and presorted for maximum postal discounts on a 20-pocket selective saddlestitcher that ink-jets labels onto the magazines. …

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