Flipping For Flipbooks!

What’s going on with flipbook frenzy!?! I LOVE it! Whomever was the first person to do this, please accept my high five, and give yourself a pat on the back!

First, what do I mean by a flipbook? The magazine you love and can’t wait to for it to show up in your mailbox finally arrives! You begin reading it, get through about half, then all of a sudden the pages become upside down….or flipped! You look up, and see you are still standing on your feet, and think to yourself ” What an error the printer made!” You quickly call up the Publisher’s office, “Hello, I got my magazine, but at page 96 all the pages are upside down, can you send me a new one? What’s that you say? Flip the magazine over?” You slam the phone down before you can tell them your name, now feeling your cheeks getting quite rosey from feeling a bit embarrassed. You see there are two magazines in one. One side, which you thought was the front cover, was the normal magazine you were used to, when you flip it over and see the back side, it too has a front cover featuring the night life of your city. Now your cheeks are getting rosey again…..not because of embarrassment, because of all the nightlife scenes you realize you haven’t taken advantage of yet!

I don’t know if the official term is a flipbook, but thats what we call it over at JB Kenehan. If you want to see a sample of one, contact me and I’ll send you one no strings attached.

Here are some ideas of how you can take advantage of a flipbook:

• If your city regional magazine, and typically cover the lifestyle of your city in your publication, now you can expand to cover the night scene, restaurant scene, gardening scene etc…
• If you are a musical publication, and typically cover one genre of music, now you can expand to other genres, or musical styles.
• If you are an association publication, you can still cover information pertinent to your association, but on the flip side, cover members and what they are up to.

The ideas are endless for you! Here are some of the benefits of a flipbook:

• Increase your readership! With new content you will expand into new markets that may not have found your publication before.
• Increase your advertising! With new content, you will be able to show advertisers why they should advertise in your publication. This opens up a whole new market of advertisers to attack!
• Increased page counts! New content, new advertisers, means a thicker publication!
• Low Costs! You had been thinking about starting up a new magazine to supplement your publication, but were afraid of the additional costs. Now there is no additional Make Ready costs, no additional mailing, and don’t need to worry about making a page count for it to make sense economically for you!
• Diversity! Allows you the opportunity to diversify your publication and keep it cutting edge and new….which will keep the readers and advertisers coming back!

These are only some of the many advantage of a flipbook. Worried about creating one? Don’t worry! Just create the publication like you typically would, we at JB Kenehan will “flip” it for you at the page number you tell us.

It’s simple, beneficial, and will increase the diversity of your market, which will only lead to your long term success!

So start flipping today and join the flipbook nation!

 Here is a short video with an example of a flipbook for your viewing…Enjoy! : http://www.youtube.com/watch?v=SNnIbqWZ3eY

Plain Jane or GI Jane….Which one are you?

How many of you remember the movie GI Jane with Demi Moore? If you saw the movie, I am sure you still remember it. If it were simply a movie about some women trying to make it in the military, I doubt it would have had the impact it did. Instead, the movie was about a women who was in the military not just to prove the point that she could do it, but that she could do it better than the men, and kick their ass (excuse my language) while doing it! She was one fierce trooper! To this day this movie is still remembered by many, because she was no Plain Jane!

Now, think about your publication, how do you take it from being a Plain Jane to an ass kicking GI Jane? Sure QR codes and Augmented reality are cool, innovative, new, and helps to bring the web into your printed product, but does it make you any different than any other publication? I am not saying stray away from using these, but let’s take a look at some other things you can offer to make you more memorable.

The other day my wife opened up her new issue of Elle, and as she was paging through it, she said “Holy cow honey, come look at this!” I thought there must have been a major printing error, but instead we pulled out this wierd looking advertising piece that was tipped on to a page. It was a printed 3D advertisement for underwear, and it had a women modeling the underwear over the past three decades. Now this is cool! And I am sure my wife could tell you the name of the advertiser that utilized this advertising vehicle.

So what are some things that you can use, I understand a 3D printed piece that gets tipped on to a page may not be economical for all of you. So let us bring it back to the basics, inform your sales reps so that they can inform your advertisers of all the unique things that are available to them:

• French Door Cover- Think of this as two doors side by side both needing to be pulled open on your cover. Underneath lies a hidden ad, talk about unique, you still have the cover, and an ad under your cover!
• Gatefolds- These can be 4 panel or 6 panel. Think of this as several connected pages on top of each other. This works well for an advertiser that wants to have an ad that is bigger than just a page in your publication. Maybe the reader could tear it out and have a poster!
• RPN- These are your average sticky notes with an ad on it. You can place these on the cover or inside of the publication.
• Bellybands- Think of this as a belt for your publication. It goes around the outside of your publication and the ends glue together.

Don’t forget about polybagging, this is a great way to offer an advertiser a way to send their catalog or digest sized ad along with your publication as on onsert. Also, printers can pretty much tip on or bind in anything into a publication, from a cd, dvd, to a BRC. You will want to give your printer ample notice so that they can perform an analyses of the object to show you how to utilize the greatest efficiency of binding or tipping the object in. As well they should be able to tell you how this will effect your mailing rates.

Finally, if you are really looking at spicing things up or opening your ad sales market up, check into a flip book. For exampley,maybe your publication is Tucson magazine which is all about the city of Tucson. You typically cover the night life of Tucson.  However, in one issue you can have 32 pages about the night life, then you can flip the publication over and you have 32 pages of a dining guide for the area. This allows you to find new advertisers that you normally would not call on, as well as keeping your publication fresh.

These are just a few ideas for you, if you want to see samples give your printer a call to see what they look like (or myself, and I would be happy to send you samples!) Ultimately it is going to be the advertisers call, but if you are not advising them of what is available (or if your printer isnt advising you) then going from Plain Jane to GI Jane just isn’t possible!