Content - Fall 2007 - (Page 25) Content GLC Custom Publishing Paula there are several factors to keep in mind when determining the best approach for Rosenberg Frey any given project, be it long or short-term. 847-205-3062 For example, rates fluctuate wildly depending on weight, whether the item is flat glcomm.com or folded, the type of sort performed and other factors. Density also is a key part of the equation: The closer together the targets are, the cheaper the mailing is likely Globe to be. The very lowest rates tend to be those on items that have been presorted Publishing down to the mail carrier level. Pty Ltd And while it’s true that consumer publications enjoy special status that help David Kettle keep their mailing costs low, the slightly higher rates for customized media are still 02-9281-2099 considered a bargain compared to the alternatives. globepublishing. “Postage can now be one of the largest things on the bill, particularly for the smaller com.au circulations,” says Joseph Abeyta, a senior vice president at McMurry in Phoenix. “But it’s still a cheaper and easier way to distribute compared to UPS or using small packages.” Grayton One way to save some money, he adds, can be by drop shipping – bundling publica- Integrated tions into packages at the carrier level and then dropping them off at the local post Publishing office. This method also has the advantage of getting them out faster because mass LLC drop shipping can cut standard delivery time by as much as three to four weeks. Sheila Another option is folding a mailing in half, he said, as letters can get a better rate Tomkowiak than some of the flats. But Abeyta says that comes with its own trade-off because, “if 313-881-1734 you fold it in half, it doesn’t stand out as much.” Randy Stumbo is senior director of graytonpub.com distribution and postal affairs for Meredith Corp. in Des Moines, IA, a company that publishes both consumer periodicals and custom magazines. He is also a fan of drop Hammock shipping, but notes that you need to reach critical mass to take full advantage of it. Publishing “If you are sending a couple million, that’s one thing, but if it is only 50,000,” a custom Rex Hammock publisher has to balance the cost of getting the bundles to the post office with the savings 615-690-3400 garnered from it, he says. He also recommends “keeping your lists as dense as possible.” hammock.com Victor Horne is vice president of business development at Quest Corp. Media Group in Richardson, TX. His firm does mostly small press runs that are Hanley “not large enough, really, to combine with other shipments. But it has not been Wood such a big line item that it has driven us to pull out all the stops” to save money. Marketing Even though Horne believes postal rates “just can’t keep going up like that,” he Vince Giorgi says most of his clients have not balked. “We have been able to pass those costs 612-904-7212 along without any major negative feedback,” he says. “They have accepted it.” hanleywood marketing.com Haymarket Worldwide Ian Havard 949-417-6700 haymarket worldwide.com Heartland USA Paula Marker 203-817-3601 heartlandusa magazine.com High Velocity Communications Tim O’Brien 262-544-6600 highvelocity communications. com Hope Health Wendy Haan 800-334-4094 hopehealth.com Institutional Investor Custom Media Viena Margulies 212-224-3639 institutional investor.com John Brown Publishing Group Andrew Hirsch +44-207-5653050 johnbrown group.co.uk Journal Communications Ray Langen 615-771-0080 journalcustom. com Journey Group Philip De Jong 434-961-2500 journeygroup.com K.I. Lipton Ray DeMoss 267-893-5671 ki-lipton.com King Fish Media Brad Ketchum 978-832-1415 kingfishmedia.com Leverage Media LLC Michael Winkleman 914-591-8863 leveragemedia.com Lexicon Catherine Staub 515-243-4615 lexiconconsulting inc.com Lundwall Communications Jerry Lundwall 303-770-8291 lundwall.com MacDUFF Michael Scott 404-835-5700 macduffgroup.com The Magazine Group Jane Ottenberg 202-331-7700 themagazine group.com MARC USA Custom Publishing Katy Gewartowski 954-874-9000 publishing. marcusa.com Marketing Matters Jason Van Steenwyk 954-925-1511 marketing matters.net One way to save money is by drop shipping—bundling publications into packages at the carrier level and then dropping them off at the local post office. This method also has the advantage of getting them out faster because mass drop shipping can cut standard delivery time by as much as three to four weeks The Magazine of the Custom Publishing Council PREMIERE ISSUE 25 http://kingfishmedia.com http://glcomm.com http://highvelocitycommunications.com http://leveragemedia.com http://hopehealth.com http://globepublishing.com.au http://lexiconconsultinginc.com http://institutionalinvestor.com http://graytonpub.com http://lundwall.com http://hammock.com http://macduffgroup.com http://johnbrowngroup.co.uk http://themagazinegroup.com http://hanleywoodmarketing.com http://journalcustom.com http://haymarketworldwide.com http://publishing.marcusa.com http://journeygroup.com http://heartlandusamagazine.com http://ki-lipton.com http://marketingmatters.net
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