Weathering a Stormy Paper Market Forecast
A trim-size cut means the art staff and ad-traffic team must update templates and revise the specs in media kits. There’s some work and cost to be considered right there, and it’s only worth spending if you have your printer’s cooperation. Switching to short cutoff presses, for example, only works if there is capacity. Publications that use a wide, 9-inch luxury format can make the change by ordering a new roll width, but if that distinctive trim size is key to audience and advertiser appeal, consider this carefully.
Changing paper grade can save a great deal, as long as it doesn’t require throwing the baby out with the bath water by harming your publication’s stature. If you’re already on a #5 grade, the next train leaving the station is supercalendared stock. This paper performs quite differently, and you’ll need your printer’s commitment to make it work. Brace yourself for an increase in ink costs, as the more porous surface absorbs more. Finally, any grade change may cause you supply problems when adjusting your allocation.
Despite the caveats, all three of these adjustments can be smart techniques for controlling costs today. Make sure they suit your product and your audience, and get your printer and paper supplier to help carry them to fruition.
The other key concern is guarding your ongoing paper supply. It’s safe to say that mills have taken on a go-ahead-make-my-day demeanor—if you fight too hard for better prices and terms, the mill doesn’t mind an excuse to cut your allocation. Tread cautiously.
As business practices become increasingly hard-nosed, it’s almost quaint to imagine that business relationships still matter. Private-equity owners are ready to be just as cutthroat as you are, so good, old relationships don’t count for as much as they used to. But with the magnitude of supply cuts now and in the immediate future, a good connection with a mill or broker is one of the few shelters in this storm. You might even want to pick up the tab for lunch.