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Here’s my criticism and here’s my solution:
Background: I own a printing plant. We are a mid-sized plant located in Arlington, Washington. Along with printing, I have a graphic design staff, web designer, code-writer, signage/vinyl designer/installer and part-time mailing agent. I tell you this, because I have direct experience with newsletters very similar to Propeller. In 2010, we were designing (8) 50-96pg books per month, while additionally printing 20-30 books per month; we currently print (10) booklets which are not monthly, but typically every-other month now. We didn’t lose these jobs to other firms, the jobs just disappeared, just like Propeller.
Here are the real costs of Propeller, so when you say, I want Propeller back, this is what it costs us membership: These numbers are based on the July Issue of Propeller.
Propeller Magazine:
Size: 8 ½”x11”; 40 pages
Color: Full/Full
Paper: 70# Gloss Book
Other: Mail Prep, NCOA, CASS Certify SORY, Imprint, Address, Bundle and Deliver to Bulk Mail USPS Facility
Qty. 3500 = $5000
Approximate Bulk-Rate Postage = $1550
Qty. 10,000 = $8500 (6500 extra to pass out at local races)
Approximate Bulk-Rate Postage = $1550
Rough time to design each newsletter (not including writing the articles) is an hour + per page, meaning this 40 page book quoted above, will take no less than 40 hours to design.
Directly associated costs for Propeller:
Printing: $5000
Postage: $1550
Design: $800
Gross: $7350
Less: $1500 ??, Advertising Space at a rate of $300 per full page.
Total: $5850
Everyone knows, you can always get something cheaper, but just because it’s cheaper doesn’t mean it’s better. Pricing can smartly be cut certain ways, but with the pricing above, we will end up with a very nice product.
What I recommend, based on the numbers is to do what APBA is currently doing – Print some Propellers, Digitize the rest. I say print the May, July, August, August 2 (National Event Special) Sept, and January (HOC issue). This would result in 6 printed/mailed Propellers and 6 Digital. This of course would be an add-on feature to your APBA membership. Assuming 1000 out of the current 3500 members want Propeller, add an additional $50 to their Yearly Membership fees. Propeller’s direct costs would then be self-sustaining. Once we have a great printed product out there, then the advertising revenue will follow.
Background: I own a printing plant. We are a mid-sized plant located in Arlington, Washington. Along with printing, I have a graphic design staff, web designer, code-writer, signage/vinyl designer/installer and part-time mailing agent. I tell you this, because I have direct experience with newsletters very similar to Propeller. In 2010, we were designing (8) 50-96pg books per month, while additionally printing 20-30 books per month; we currently print (10) booklets which are not monthly, but typically every-other month now. We didn’t lose these jobs to other firms, the jobs just disappeared, just like Propeller.
Here are the real costs of Propeller, so when you say, I want Propeller back, this is what it costs us membership: These numbers are based on the July Issue of Propeller.
Propeller Magazine:
Size: 8 ½”x11”; 40 pages
Color: Full/Full
Paper: 70# Gloss Book
Other: Mail Prep, NCOA, CASS Certify SORY, Imprint, Address, Bundle and Deliver to Bulk Mail USPS Facility
Qty. 3500 = $5000
Approximate Bulk-Rate Postage = $1550
Qty. 10,000 = $8500 (6500 extra to pass out at local races)
Approximate Bulk-Rate Postage = $1550
Rough time to design each newsletter (not including writing the articles) is an hour + per page, meaning this 40 page book quoted above, will take no less than 40 hours to design.
Directly associated costs for Propeller:
Printing: $5000
Postage: $1550
Design: $800
Gross: $7350
Less: $1500 ??, Advertising Space at a rate of $300 per full page.
Total: $5850
Everyone knows, you can always get something cheaper, but just because it’s cheaper doesn’t mean it’s better. Pricing can smartly be cut certain ways, but with the pricing above, we will end up with a very nice product.
What I recommend, based on the numbers is to do what APBA is currently doing – Print some Propellers, Digitize the rest. I say print the May, July, August, August 2 (National Event Special) Sept, and January (HOC issue). This would result in 6 printed/mailed Propellers and 6 Digital. This of course would be an add-on feature to your APBA membership. Assuming 1000 out of the current 3500 members want Propeller, add an additional $50 to their Yearly Membership fees. Propeller’s direct costs would then be self-sustaining. Once we have a great printed product out there, then the advertising revenue will follow.
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