1. Plan with Purpose

In any project—and especially in printed publications—it’s critical to start with a plan. Planning before you even start the design process allows you to make smart decisions that can bring cost savings. 

Consider the final size of your publication, which can be a factor not only in print costs but also in postage. Think about your paper type and weight, since the thickness will affect the publication’s weight and, therefore, the postage. Consider the type of binding you use and carefully plan any special print effects on the cover.

Beyond print, all association publications should also have a clear brand strategy. When your design appeals to your target audience and aligns with your content strategy, you can create a bigger impact per issue. This increase in your return on investment is a major consideration for your 

2. DIY Content Editing

While it’s best to trust the experts with the design of your association publications, there are steps in the editorial and publishing process that you can do in-house to save money.

Plan ample time for editing, reviewing, and proofreading content before it gets to your design agency. This includes ensuring all articles are fact-checked and quotations are approved prior to layout. The less time your designer spends correcting typos, the fewer costs you will incur. 

Also, collaborate with your design agency to ensure any in-house ads are pre-checked and ready to be placed. Any photo editing or ad editing, such as having to add bleeds, will increase your design time.

3. Reduce, Reuse, Recycle

Reducing waste is beneficial not only for the environment but also for your publication budget. Whenever practical, incorporate previously used elements into your current edition.

This doesn’t mean you have to reuse obviously stale content! An easy way to incorporate this strategy is to tell your design agency which ads they can “pick up” from the previous issue. Reusing elements saves time, because the agency will know that those ads are already set up and ready to be published. If you send new artwork each time, they’ll have to treat it as such even if you know there haven’t been any changes made.

A more long-term strategy is to evaluate your overall publication design. Modern layouts are trending minimalist, so there may be design elements that you can cut to both save time and declutter your publication. Because this involves a refresh at least (if not a total redesign), be sure to ask your design agency before deciding on this tactic.

4. Use Free Creation Tools

Anyone who has purchased design software in the past knows how expensive it can be. In recent years, many free—or highly affordable—options have become popular. 

If your in-house team creates ads and other elements, consider switching from proprietary design software (like Adobe Creative Suite) to an open-source option like Canva or GIMP. These tools will certainly save money on subscription costs, but can also save staff time. Many have pre-made layouts that will suffice for creating in-house ads on a budget.

5. Detox Your Mail List

Even if you only print and mail four issues annually, printing and mailing costs add up quickly. If you are still sending hard copies (which we support!) to your members and subscribers, it’s critical that you use a clean mail list each time.

Practicing good list hygiene can have a massive impact on your printing, mailing, and postage costs. By eliminating any bad addresses, along with those who are no longer members or subscribers, your quantities go down. You also ensure that your association publications are reaching their intended audience, increasing your return on investment.

Conclusion

Creating outstanding association publications without exceeding your budget is achievable! With some advance planning, strategic review of your in-house workflows, and capitalizing on current design trends, you can wow your audience and achieve maximum return on your investment. 

Contact BonoTom Studio to discover how our experience with association publications has made us experts in the industry. No matter if you are publishing in print or digitally (or a hybrid of the two), we can help maximize your impact—and your budget.