Looking to create a custom communications project? Whether you need a printed magazine, annual report or something entirely different, here are a few questions to ask your publishing agency.

1.  What types of custom publications can we create to align with our marketing goals?

This will help you understand the range of publication formats available (e.g., magazines, newsletters, web content, eBooks) and how these options (or some combination of them) can serve your specific brand or marketing objectives.

2.  How do we determine the target audience for our custom publication, and what content will resonate with them?

At this stage, you’re thinking about who you’re directing this piece to and content strategy, ensuring that the publication meets the needs and interests of your ideal readers. Challenge yourself to define a specific audience — the people who absolutely must hear your message.

3. What is the expected timeline and process for developing and launching a custom publication?

You want a clear understanding of the project timeline, including stages such as content creation, design, approval processes, final production and in-house estimates if you’re mailing. While you’re thinking about timelines, think of any other considerations you may need to make – will there be photo or video shoots to consider, or will busy subject matter experts need to be interviewed? What will the review process look like? Knowing these moving parts can also help since there can be efficiencies scheduling photo shoots, video shoots or in-person interviews at the same time.

4. What resources and tools will we need to manage the creation and distribution of our custom publication?

You want to know about the software, platforms and team members required to effectively produce and distribute your publication.

5. How will we measure the success of our custom publication, and what metrics should get the greatest focus?

Here, you’re considering how to track the effectiveness of the publication, including metrics like readership and engagement to ensure it meets your business goals, perhaps by tying in videos using QR codes or including mail-in cards. Digital communication allows direct measurement of audience views, but consider softer qualitative metrics for print that look at engagement and awareness. This may require formal or informal surveys.

6. How can postage impact our publication decisions?

Postage can be a significant component of a print publication’s budget. But publishers and printers with a lot of experience can help you save money. Ask your publisher about how factors like the publication’s trim size, weight, and finishing can impact cost. Also be sure to ask about saving money with co-mailing opportunities. Finally, if your organization is a not-for-profit, you are entitled to the lowest postage rates. One thing to remember – postage goes up, so keep that in mind for future budgets.

7. What kind of paper should I use for my printed piece to achieve the tone and impact I’m looking for?

The weight, finish and grade of the paper you use impacts the look, feel and character of your finished piece, and can also impact costs. Your publishing team can provide you with samples early on and provide expertise guidance to ensure your paper choices are appropriate for your goals.

8. Will the photos we have be sufficient to get the high-end look we want to achieve?

You might have a lot of great snapshots on your iPhone but be prepared that some may work well in print, and some may not. The images you use in your publication make all the difference, so it’s best to be prepared with high-resolution files that will print sharply and give your publication the quality feel you want. Working closely with your publishing team from the start to figure out file sizes and if photo shoots are necessary will keep the process on schedule. Sometimes a less-than-ideal photo is vital to the piece, and your team can help to offset those limitations with software tools and design considerations.

9. We want to produce a beautiful print publication, but also want to create a digital version. What are my options for an online version?

You can have the best of both worlds when it comes to print and digital options, and it’s good to establish this vision from the start so that a publication can seamlessly translate to a microsite or digital flipbook. Today’s printing options offer greater flexibility than ever and efficiency at small quantities, allowing you to reach a portion of your audience with a print magazine, and another segment of your audience with a digital flip book or microsite.

10.  How should I budget for a publication?

In today’s multiplatform marketing world, there are a lot of channels vying for budget dollars. An impactful publication does require a significant resource commitment. Make sure you’re budgeting not only for the printing and mailing of the publication, but also to invest in high-quality photography and compelling editorial development.

By asking the right questions upfront, you can ensure your project is thoughtfully planned, beautifully executed, and impactful.

Creating a custom communication project is a powerful way to connect with your audience, tell your brand’s story, and achieve your marketing goals. By asking the right questions upfront, you can ensure your project is thoughtfully planned, beautifully executed, and impactful. Whether you’re creating a printed magazine, a digital flipbook, or a comprehensive multi-platform campaign, the key is collaboration with an experienced publishing agency that understands your vision and audience. With the right strategy, tools, and partners in place, your custom publication can become a lasting asset that elevates your brand and resonates with your readers.

If you have questions about how to get started, call 631-757-8300 or send a message to [email protected].