Skip to: Navigation | Content | Footer

Advertorial
COMMENT

Surfing the paper waves!

Julian Townsend's article in the Publishing Partners Guide 2017

Julian Townsend

Posted on: 03 February 2017

Paper prices are rising in January 2017 due to the poor returns by continental mills. Not great news for magazine publishers, but generally, experienced publishers have always considered tweaking their paper purchasing based on how well their publications are faring, but also in response to rising costs. Although paper increases might be a rarity, it is unlikely to be exactly welcomed. However, it can perhaps act as a prompt - to take stock of paper options and determine if there is a more effective solution.

Whilst there has been a significant decline in the number of paper mills since the beginning of the millennium, publishers still have an array of options to consider for text papers, from newsprint and calendared uncoated papers (36-55gsm) through lightweight coated (48-90gsm), medium weight coated (65-100gsm) to triple coated woodfree papers in 90gsm and above – and cover papers from 100-400gsm.

In addition, with the trend shifting away from gloss to silk, to matt and then uncoated, this has gifted publishers the chance to use bulkier papers which provide an opportunity to drop 5 or 10gsm and possibly even paper type, saving money. Timed accordingly, this can neatly fit in with a redesign and help the title to paddle into calmer waters. This process has been ably assisted by a number of magazine paper manufacturers producing niche products or grammages helping to serve up a cost saving wave.

Thinking paper-first helps take control of variable costs - from reconsidering format size to maximising layout on the printing press, to distribution efficiencies through size and weight. Publishers both large and small don’t have to employ an expert; they can utilise a specialist magazine paper merchant to determine the options and manage all their paper requirements.

Taking control of paper gives the publisher the additional opportunity to determine the environmental credentials of the paper. Whether it's insisting on a recycled sheet, or chain of custody for the fibres used, through to carbon offsetting or balancing the carbon emissions associated with production, these options can all be put in place with the minimum of fuss. This will be increasingly important to publishers keen to identify with their readers’ aspirations and, as importantly, with their advertisers.

Key factors that publishers will need to consider:

• Coated, uncoated,

• Recycled or virgin

• Part mechanical or chemically produced wood pulp (woodfree)

• Grammage

• Caliper (this varies from one paper to another)

• Opacity (transparency)

• Chain of custody

• Carbon offsetting

It is possible to surf the offline waves, even when it gets choppy, to get the best cost-effective paper solution.

“Thinking paper-first helps take control of variable costs.”

About Julian Townsend
(Details last updated: 3 February 2016)

Julian Townsend is sales director of Denmaur Independent Papers, a British owned, independent paper merchant. Denmaur offers a complete paper management service for publishers and end users sourced from some of the leading European paper suppliers.

Tel: 07770 721171

Email: Send a message to this author

Website: www.denmaur.com

Twitter: @DenmaurPapers

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

An American In London

Ciar Byrne
Posted on: 27 July 2017

Digital magazines are back!

Ranj Begley
Posted on: 31 July 2017

Exceeding expectations

Ray Snoddy
Posted on: 27 July 2017

Challenging times mean challenging the norms

Neil Fowler
Posted on: 27 July 2017

Off The Page

David Hepworth
Posted on: 27 July 2017

What’s going on in publishing?

Jim Bilton
Posted on: 27 July 2017

Well, who saw that coming!

Liz Gerard
Posted on: 27 July 2017

The Changing Landscape of Subscriptions Management

Alan Weaver
Posted on: 27 July 2017

My Publishing Life – Adrian Hughes

Adrian Hughes
Posted on: 16 June 2017

My Publishing Life – James Hewes

James Hewes
Posted on: 25 July 2017

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 22/08/2017 06:16)

Find out more about

Featured job

Art Director
Salary: Salary on application
The Big Issue
UK Editorial HQ in Glasgow

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

The Five things you need to do NOW if you want to be GDPR compliant by 25th May 2018

2.30-3pm, Tuesday 19 September 2017

Hellen Beveridge

FREE-TO-ATTEND

Webinar sponsored by

Publishing Partners Guide