Refreshed Seasonal Pubs Create Revenue and Readership

Turn The Page Toward Revenue and Readership with Refreshed Seasonal Publications

Consumers love to look first and buy later. But websites are still challenging to browse. On the other hand, they are perfect for e-commerce and up-to-the-minute announcements.

That’s why printed catalogs, magazines, guides, and lookbooks continue to drive awareness and sales when seamlessly integrated with a digital publication and friction-free e-commerce site.

In fact, 122 new magazines launched in 2021, more than double the number of new launches in 2020. 

The data is tracked by retired professor Samir Husni, founder of the University of Mississippi’s Magazine Innovation Center at the School of Journalism and New Media.

New launches are overwhelmingly niche-oriented and published quarterly or bimonthly. “There’s no more room for general interest magazines. Magazine editors now have to be more curators than creators. I tell them, if I can find the answer on Google, it doesn’t need to be in a magazine,” Husni told the New York Post in January.

Drive e-commerce with regional niche publications and catalogs

Gardening is an excellent example of a specific niche with a wide audience of direct buyers located in specific regions. Gardeners jump for joy when their regional seed catalogs start coming in the mail in January. When coupled with magazine format content and professional photography, catalogs become designated keepers in a household.

The first step is sitting in front of the fireplace next to a stack of seed catalogs, Sharpie in hand, paging through those luscious photographs and endless varietals, circling and jotting with glee. 

The next step is pulling up the website for a secure purchasing experience, order confirmation, and attentive customer service.

The same goes for nurseries that ship live plants and starts. In addition, confectioners, gift basket curators, specialty food and beverage distributors, and many more visually enticing e-commerce industries all stand to benefit from a similar approach.

Catch readers who’ve caught the travel bug

Now is also an excellent time to invest in a refresh of your visitors' guide or regional travel magazine. The World Travel and Tourism Council expects the global sector to grow to $8.6 trillion—a huge bounce back from the last two pandemic years and nearly as high as 2019. What’s more, U.S. domestic tourism and travel has significantly outpaced international travel and is expected to climb another 28.4% this year after a 35.6% bump in 2021 over 2020.

Consumers readily pick up a refreshed and strategically located travel guide to their region from the grocery store, coffee shop, or visitors center. People love to learn about new staycation destinations, shops, and local eateries, especially when entertained with gorgeous photos, enticing storytelling, and unique content. 

A prominent QR code to the publication’s digital version can lead people to tools that are better suited to the web, such as maps and directions, current open hours, announcements, and COVID policies.

Smart partnerships with local restaurants, shopping hubs, and business associations can help offset printing costs. Crowd Riff recently analyzed 50 destination visitors’ guides to discover what makes the excellent ones stand out: They determined that clear focus and stunning visuals, coupled with clean design (think CondeNast) are key. In addition, engaging content to help consumers make informed choices creates interest and influences where consumers spend their vacation dollars.

Investing in a seasonal publication update to catch consumers who love to browse then buy is a smart wintertime move. And it’s worth a quarterly inventory of your publications to decide which has the most potential to recoup a refresh.

Contact Journal Graphics today to take advantage of our deep expertise in print and digital publications. We can help you turn the page on revenue and readership.

Publication Essentials

At Journal Graphics, we’re proud to produce top-quality multipage publications like magazines, catalogs, and brochures. These are possible with a combined approach of intelligent engineering, appropriate paper selections, high-quality ink, and finishing processes that bring your message to life. We love to work with our customers early on to help achieve results with consistent, colorful outcomes. In this blog post, we cover some of the basics around what goes into creating a multipage publication and offer some tips on what works best to grab your audience’s attention.

All shapes and sizes

The most frequently used sizes for multi-page print publications are 8” x 10.5”, produced in both landscape and portrait layouts. However, square (8.5” x 8.5”), oversized (11” x 14+”) and other configurations are available as well. When selecting the size for your publication, consider if the shape and size will factor in the overall design aesthetic while staying within your print and postage budget parameters.

Tip: Don’t be afraid to be different. Some of the most successful print pieces are those that stand out from the crowd. Work with your sales representative to create a size and shape that works best for your design and budget.

Specs of paper

Selecting the best type of paper to use in your print publication or marketing collateral can be overwhelming. Ask for samples from your sales representative before making your final decision. We compiled a list of terms that will help you learn the lingo used in describing paper.

• Basis weight – weight per pound per ream cut to size by inches

• Coated – paper treated with a coating for added properties like durability, ink holdout and gloss..

• Cover – a durable, heavy-weight paper used for booklet covers, postcards, business cards, rack cards, etc.

• Smoothness – the evenness of a paper’s surface

• Text – a general term describing an assortment of paper grades but often applied to content pages within a publication and programs

• Uncoated – paper that is not treated or coated and typically has a rougher surface

• Varnish – a thin layer of protective coating that is applied over the ink to help prevent scuffing or add gloss or matte effects

Tip: Go green and FSC. Sustainably sourced paper products are not only good for the environment, but they are a value-add for your brand image. Consumers seek out companies committed to helping to save the planet and are willing to spend more on products and companies with a sustainable focus.

Finishing in style

Once the main pages of a publication come off the press, they progress to the finishing department for completion. This next step involves any number of machines that will apply any additional coatings needed for durability or shine, fold the pages, bind the publication together in either saddle-stitch or perfect binding format, and trim the edges.

Tip: Perfect binding is worth the money when your page count allows and your audience skews toward luxury. The edges have a crisp and clean look that elevates your brand.

Let Journal Graphics help you turn your next publication into something spectacular. Contact us today to see what we can do for you!