Frye Publication Consulting

Co-mail Confusion
October 1, 2008

Co-mailing—the process in which a mailer (usually your printer) combines the mailing of your magazine with that of other titles—isn't a new process. However, chances are you've only performed one or two postal analyses utilizing co-mailing techniques. And, when you did your analyses, you may have misunderstood how much you would be "saving" by co-mailing.

Master Manufacturer: Striving for Zero Returns on the Newsstand
May 1, 2008

In today’s electronic age, it’s becoming harder and harder to justify our magazine business model anymore. We can longer claim that we are a cheap source of dispensing information. We cut down trees, transport them to be ground into pulp, use energy and water to create paper, transport the stock to printing plants, print with inks (which go through a similar process in a petroleum-based market), mail magazines in an increasingly more expensive “snail mail” system, and/or ship them in a series of delivery trucks to every newsstand in America. These magazines have a self-imposed average expiration date of 30 days (with the

December 1, 2007

Publishing Executive’s Editorial Advisory Board• Bill Amstutz, Publishing Consultant• Jane Chero, VP Production, North American Publishing Co.• Steven W. Frye, Frye Publication Consulting• Traci L. Lucien, Director of Manufacturing and Distribution, AARP Publications• John Sateja, Senior Vice President for Information Products• Bob Wiemers, Operations Director, Magazine Division, Boy Scouts of America• Robert J. Yoegel, Vice…

The Mailing Conundrum
October 1, 2007

If you publish and mail a magazine, you are already well aware of the impact of the latest postal hikes. The United States Postal Service’s (USPS) 2007 price hike significantly affected both Standard and Periodical rates. Initially, the USPS proposed a change that would increase Periodical rates by an estimated 11.4 percent. The USPS does offer discounts to publishers based on how well the publishers integrate into the USPS’s automated systems with presorting, palletization and other factors. However, publishers do not perform these services … printers do. On its Web site,, the USPS clearly states its intention to pass responsibility of automation onto

A Fresh Look at Buying Paper
May 1, 2007

Many publishers who lack significant staff expertise in paper purchasing tend to think they are incapable of buying and supplying paper. They think it is easier to let the printer supply it—and they may be right. Yet, they may be wrong. If you currently buy paper from your printer and have been wondering if it would be beneficial to supply it instead, the following will help you determine what is best for your organization. Who should supply paper? Determining whether you should supply your own paper depends on the amount of paper you use. In general, you need to use at least one

Industry Executives’ Appointments, Promotions, Transfers and More
April 13, 2007

• PC World and Macworld promote Michael Carroll to SVP/group publisher, and name Paul Zampitella publisher of Macworld.• Ken Beach joins Hanley Wood as executive vice president, corporate sales.• Consumers Union promotes Kim Kleman to editor-in-chief of Consumer Reports magazine.• Mike Martin is named president of Cygnus Business Media - publishing.• Carolyn Kremins is named…

9 Tips for Hiring Today’s Magazine Printer
December 1, 2006

Printers can no longer sell ‘quality’ as the difference between them and their competitors. Today’s print buyers expect excellent quality, and now they are looking for printers who help reduce costs, increase schedule efficiencies, enhance marketing and even generate new revenue. ‘Ink on paper’ has become the least important criteria when hiring a printer. The line between the publishers’ and printers’ duties is increasingly graying, which can be both a benefit and a problem. The benefits are obvious: increased efficiencies and customer loyalty. The problems are less obvious. Now when hiring a printer, all of these value-added services need to be analyzed as to their

The New Role of the Magazine Printer
September 1, 2006

It’s ironic that when selecting a printer today, printing may be one of the least important criterion. More and more, publishers are choosing printers based on their distribution capabilities, management tools and proactive customer service reps. “The trend overall seems to be that print vendors are providing additional services …,” says John Sartoris, group production director at VNU Business Publications. “Whether it’s workflow solutions or specific project solutions, print vendors are relied upon as partners to provide resources and even marketing solutions that may cover print, direct marketing, e-media and logistics.” Examples of printers helping publishers in areas other than printing have always happened,

Trends to Track in the Paper Market
June 1, 2006

The publishing industry has changed dramatically in every area, from the way pages are created to virtual proofing to computer-controlled presses to highly sophisticated finishing equipment. Even paper, the low-tech part of our industry, has changed. How has paper been affected in this highly technical world we work in, and how have those changes affected the way we use paper to produce magazines and catalogs? In my opinion, there have been four distinct areas of notable change. Paper Characteristics Paper specifications have been slowly changing toward more “hybrid” options. The standards of grading papers, e.g., #2, #3, #4, etc., have blurred—papers are

June 1, 2006

Cosmopolitan Offers Its Advertisers Integrated Options The Hearst Corporation’s Cosmopolitan announced it will partner with fashion Web site to allow advertisers to run ads alongside contextually relevant editorial content on Glam’s network. “We are offering our advertisers one of today’s most powerful integrated print and online campaigns,” says Donna Kalajian Lagani, Cosmopolitan’s senior vice president/publishing director. “This program combines the enormous reach of Cosmopolitan with an unmatched online opportunity. Advertisers need this type of partnership to stay top of mind with a modern audience that uses different types of media to gather information about their brand choices.” “’s innovative campaigns for