NoahKnoble's Blog

Just another WordPress.com site

Tabs….are you sick of being attacked yet??

Ok, I am going to let a skeleton out of the closet this morning,…. I have a special place in my heart for tabloid sized publications! So much so, that I tried to start up a group on LinkedIn dedicated to tab sized publishers.

Before I get started, to those of you scratching your head and asking yourself “What’s a tabloid sized publication?” or, “Aren’t tabloids those magazines that spread gossip?” Come on man! Let’s start a new name for the publications that are dedicated to the gossip of the celebrity life to something like “grocery aisle” or you fill in the blank, ANYTHING but tabloids. Tabloid sized publications are those publications that are over the trim size of 9x 10 7/8. They are the ones that are usually in the back of the shelves at book stores and news stands because they are too big to put anywhere else (attack #1). Tabs aren’t extinct yet, but face many more issues than the rest of the publishing industry.

The droop test imposed by the USPS forced many tab sized publishers to increase the weight of their paper stock or add on a heavy cover so that they will pass the droop test (attack #2). By increasing the weight of their paper stocks, they have to pay more in mailing costs due to the heavier weight, however this is still probably less than what the penalties would have been if they failed the droop test (attack #3). By increasing their paper weight, their costs in paper went up (attack #4) and mind you this entire year we have seen nothing but increases in cost from the paper mills. Finally, co-pal pools are irregular at best, and offer 10% of the savings that co-mail does (attack #5).

With all that being said, it is no wonder why so many tabloid sized publishers are scrambling to go down in size in effort to reduce their costs in paper and mailing, because of this the tab market has been greatly reduced. But today tabs, I am going to be your Tony Robbins, I am here to tell you that you are beautiful, unique, and I am here to help support you in the hurdles you jump over every day!  

So here are some tips for you and words of encouragement:

  • The majority of tabs still print on uncoated paper stocks, which I actually dig! But here is a tip to increase the quality of your publication and attract more advertisers, heatset the 4-color, and if you dont have 4-color….add it in! Going from K-only to 4-color isn’t a big increase in costs at all. Furthermore, by seeking out a heatset printer over a coldset printer gives you higher quality imagery that I am confident your advertisers and readers will enjoy alike.
  • If you are saying “Noah, you say you have love for the tabs, show me how to reduce some costs will ya!?” then this one is for you. Try out the trim size of 10.5×12. What’s so special about this trim size? At this trim size, instead of printing in 8 and 16 page forms, we can actually print in 12 and 24 page forms….meaning more pages printed at once = reduction in costs on press. I am not done yet, when your at this trim size, quarter fold it, tab it shut, and now you qualify for letter rates which are a much discounted mailing rate given by the USPS. You will save quite a bit of money in mailing costs. One thing to note is that you do need to be within the allowed thickness limits of what the USPS allows to qualify as a letter (your printer can tell you).
  • Speak to your printer about taking advantage of drop shipping into heavy concentrated mailing areas to reduce costs and decrease delivery times.
  • Lastly, speak to your news stand distributor to find out where you are being placed in book stores and the like. Visibility is the key, and you don’t want to be in the back of everyone else. Maybe you can negotiate being placed at the foot of the newsstand, or something that will offer you more visibility to the consumers.

Tabs, whether you are on coated or uncoated paper, I got love for ya and want to see you survive. You offer unique advertising opportunities and a unique reading experience. I love that regardless what the world is throwing at you, you are throwing it right back at them!

There is just something about those big beautiful tabs that keeps catching my eye…….

Advertisements

October 9, 2010 - Posted by | Publishing | , , , , , , , , , , , , , , , ,

2 Comments »

  1. Gee, wish I had a tab so I could also have a cheerleader!

    Comment by Beverly | October 10, 2010 | Reply

    • Beverly,

      You don’t need a tab to have me as a cheer leader! All you need to be is you!

      Comment by noahknoble | October 11, 2010 | Reply


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: