Connections
How to Create a Magalog
Most people can deduce from the name that a magalog is a combination of a magazine and a catalog. That’s true, but I also like to think of it as an expanded sales letter with glossy images, engaging text and advertorial content.
The look, feel and style of a magalog is just as important as its content. So, think bold covers, big headlines, glossy pages and contemporary design and you’re starting to get the idea.
It’s also important to note that a magalog isn’t always a direct sales tool the way a catalog might be. For example, you may simply want to promote brand awareness, push a specific event, encourage a response or solicit new contacts. Of course, your end goal is going to be sales, but that doesn’t necessarily mean all magalogs have to have an order form on the back.
How can companies create their own magalog?
1. Create and Design
Because so much of a magalog’s appeal is about its design, look and content, the majority of your efforts (and budget) are going to (or should be) be directed towards those areas. That means hiring an editor and writers or enlisting gifted staff members to write articles and content for your magalog. It also means finding a designer able to create a look and style that mimics popular magazines.
You’re investing a lot when you create, print and mail a magalog, so the last thing you want is for it to end up in the garbage with the rest of the junk mail. To prevent that, you need a good-looking product that’s engaging to the reader.
I know that printing is listed as step two here, but you should really be talking to a printer before you begin the design process and throughout it. A magalog is a complex beast and a good printer can help with suggestions that will lower costs (both printing and mailing) or prevent you from spending thousands on a cut-out, embossed design that could end up costing thousands more just to print.
Despite my protests that a magalog needs to be glossy and big to grab a reader’s attention, there are exceptions. For example, I’m looking at what’s essentially a magalog that we picked up from Whole Foods grocery store a few weeks ago. It’s printed on rough, recycled paper with a minimal use of inks and dyes. It’s useful because it’s full of lunch ideas for kids, recipes, and articles on food choices (not to mention coupons and piles of sales copy).
2. Print
Again, printing may be listed here as step two, but your printer should really be part of the whole magalog process right from the beginning. They can help guide your design, answer cost questions and assist you in developing a final budget for the project.
When choosing a printing company, look for someone with an in-house bindery and binding equipment capable of doing the whole job at one location. The more cooks in your kitchen, the more complex (and costly) your project will be. Instead, look for a printer that has the offset printing and binding equipment necessary to do the whole job.
Finally, never proof a magalog digitally. Always deal with a real, printed and tactile proof that you can hold in your hands, feel and really look at. A magalog’s appeal goes beyond its look or flashy design and extends to its weight, readability and how it feels in the reader’s hands.
3. Distribute
Most magalogs go out by mail and to a specific target list of customers. They’re either sent as media mail self-mailers or shipped in envelopes and the total cost of mailing depends, of course, on the size and weight of each unit (something to consider throughout your design process).
Other magalogs are distributed directly to the consumer at the point of sale (like the Whole Foods’ magalog flyer), at an event or through free newstands.
Finally, remember that not every company needs a magalog in its arsenal. It’s better to wait until you have the resources, the content and the potential customer base to make a good magalog then spend your money on a subpar product. And, always ask yourself, “why do I want to create a magalog?” Don’t do it because it’s popular, do it because it’s the right sales tool for your customers.
TitanComb Comb Binding Machine (TitanComb)
The TitanComb Comb Binding Machine is manual, but heavy-duty punching and binding machine that can handle a variety of plastic comb sizes.
How is it Used?
This combo puncher and comb binder is both powerful and durable. It can punch up to 28 sheets at a time and is designed to take a variety of comb sizes.
Simply set the depth-of-punch margin control and your comb size, insert your document and punch. The TitanComb can do up to letter sized documents in one punch, but its open-ended design means you can go as long as you want with a two-step punching process. Once the document has been punched, insert your plastic comb, open it using the lever and feed your document on to the comb.
Because of its versatility, numerous features and durable construction, the TitanBind Comb Binding Machine is ideal for institutions, smaller copy shops and organization looking for a high-quality, letter-sized plastic comb binding machine that can take on a variety of document sizes and handle daily wear and tear.
And How Much Does it Cost?
The TitanComb Comb Binding Machine costs $349 at Lloyd’s and comes with a 1-year warranty from the manufacturer. You can opt to purchase an extended warranty from Lloyd’s of Indiana for 15% of the purchase price for a 2-year warranty or 20% of the purchase price for 3 years.
IBM Laminating Pouches (2 5/16″ x 3 1/4″)
For companies still using or storing IBM data cards, laminating pouches can help protect these cards from deterioration caused by UV light, moisture and regular use. Even in storage, these cards can be damaged by dust and moisture, but lamination helps to delay that process.
How are they Used?
Just like any other laminating pouch, simply slip the IBM data card into the pouch, add a carrier cover if it’s needed and run it through the laminating machine. These pouches can be used with any machine and come in three different levels of laminate thickness (5 mil, 7 mil and 10 mil).
And How Much Does it Cost?
A box of 500 IBM data card laminating pouches at Lloyd’s is just $8.32. Compare that to a market price of just under $18 and you’re seeing significant savings. Also, the more boxes you order, the lower that price will get.
For more information on our IBM laminating pouches or to place an order, please visit the Lloyd’s website.
8 Common Print Binding Techniques
Cost, content and target audience should influence your choice of print finishing and binding.
In today’s media market, every publication you print has to work harder than ever before to impress its audience and properly present its content. Yet cost control has never been more important. That’s why it’s so important to match your audience, content and budget with the right type of print finishing, binding process and bindery equipment. Here are some considerations for the printer who’s committed to pleasing the client:
- Saddle stitching is inexpensive and is well suited for large press runs, such as with a mass-market magazine. In this binding method, loose sheets are laid over a saddle-like holder where staples are forced through the spine of the pages at a very rapid rate. Investing in bindery equipment for saddle stitching would make the most business sense when the volumes are high and the publication’s shelf life is short.
- Side-stitch binding is an option when the publication is small, impressing an audience isn’t the goal, and unit costs must be very low. The process is similar to saddle stitching, except that the staple is forced through the sides of the pages near the folds instead of through their spines. It will give you a less attractive and less durable binding.
- Perfect binding is the best choice when the publication is larger (50 pages or more), the audience is more up-market and/or the look and feel of the publication must imply that its content is special and substantial. Annual reports, textbooks and upscale magazines are typically perfect bound. In this process, all of the pages are placed together and stitched through the spine. Then the spine edge is ground flat and the cover is glued on.
- Case binding makes sense when the publication must be very durable as well as impressive. The process is almost the same as perfect binding, except that the spine is reinforced with a cloth strip before the cover is attached.
- Comb binding is ideal for business reports, cookbooks and workbooks because it allows the finished publication to lie flat when opened and permits pages to be added and removed. This method is also used by companies to bind internal, short-run publications, such as training and product manuals and other publications not intended for customers or not subject to hard use. In comb binding the curved plastic teeth of a comb are inserted into holes along the edge of the pages.
- Coil or spiral binding also allows the finished publication to lie flat when opened. In this method, a wire or plastic spiral is threaded through round holes punched in the edges of a stack of the pages. While the finished binding is more durable than with comb binding, pages can’t be added or removed. You might use this process for journals, student workbooks or other publications intended for frequent or hard use.
- Wire binding uses tooth-like loops of wire in a fashion similar to comb binding, but produces a much sturdier binding because the binding material is metal instead of plastic.
- Post binding is for heavy-duty publications with constantly changing content. Examples include scrapbooks, photo albums and carpet sample books. The binding process is simply metal posts pushed through punched holes in the pages and anchored with bolts that thread into the center of the posts.
Each binding method also has variations involving the use of special materials — such as ribbons or screws — and more manual labor. Unit cost is higher, but the resulting publication will stand out. Commemorative albums, special event programs and menus are some of these specially bound publications.
For any printer considering the purchase of bindery equipment, the most important consideration, of course, is what your customers want. If they all have similar needs, then you need only a limited range of binding capabilities to satisfy them. But if your customers’ expectations are diverse — or if you’re planning to expand into new markets — then the wider range of capabilities that come with having a wider range of bindery equipment would make the best business sense.
Special Size Laminating Pouches (3 1/8″ x 4 1/2″)
So, what makes 3 1/8″ x 4 1/2″ so special anyway? We’re not really sure, it’s just always been the special size when it comes to laminating pouches. Big enough for your average Rolodex card, but too small for an index, it’s just ’special.’
How are they Used?
Like most of our laminating pouches, this pouch is designed to be used with any laminating machine. We even include a cover carrier if it’s needed. Simply insert the item you wish to laminate into the pouch, cover if necessary and run through the machine. It’s simple.
The pouches come in three different laminate thicknesses – 5 mil, 7 mil and 10 mil and are made with clear, quality grade plastics.
And How Much Does it Cost?
A box of 100 special size laminating pouches at Lloyd’s costs $7.36. Buy in bulk and you’ll end up paying less per box. For example, an order of 20+ boxes will cost you just $5.88 per box.
For more information on our special size laminating pouches or to place an order, please visit the Lloyd’s website.