The Rise of Niche Publishing
Amidst change and disruption in the past two years, we’ve seen a resurgence of niche magazine publications that cater to an audience passionate about a particular hobby or lifestyle. With that resurgence comes new demand for cost and time-efficient distribution. Hemlock Harling has become a vital resource to meet this demand, delivering niche publications to retailers and directly to subscribers across the continent and around the world.
We explore the ways in which niche publishing is taking a new approach from trade magazines of the past and take a look at why niche publishing is thriving.
Why the demand for print publications?
COVID-19 has played a huge part in the resurgence of print publications. With a large percentage of the population asked to work from home and communicate with anyone outside the household virtually, the amount of time people spend in front of screens has increased. The need to disconnect from our computers, TVs and phones, then, seems to be at an all-time high. The concept of digital disconnection and diving into a quality-produced publication on a topic of interest is just what many people need; a sense of calmness and shared community without having to remember a password.
An emphasis on quality makes sense for the niche publisher, whose driving force behind revenue is subscribers rather than advertisers for revenue. Readers want to see and feel the quality of what they’re buying. The substrates and finishes and quality of articles and images inside are critical.
Of the 122 new magazines that launched in the US in 2021 (double the year prior), niche publications are experiencing the most success. With revenue from subscribers projected to scale up much faster than advertising revenue, the trend is expected to continue over the next few years.
Why partner with the Hemlock Group of Companies?
Our blend of fine artisanship, modern press and bindery technology and distribution solutions means we are the ideal partner for publications. The sustainable initiatives of our parent company Hemlock Printers mean publications that partner with us can print under our ZERO Carbon Neutral Printing Program, select substrates made of 100% post-consumer waste, and print entire publications with Forest Stewardship Council® (FSC)–certified stocks. Additionally, Hemlock’s stochastic screen process produces a higher-quality product than our competitors, similar to that of high-end photographic prints.
Distribution and eCommerce Solutions
Produced quarterly and bi-annually, the printed products get handed off to Hemlock Harling. We partner with USPS, Canada Post, Purolator and FedEx to get these coveted materials where they need to go in a fast and cost-effect way.
Back-issues, branded merchandise and non-print items can all be stored at our facility. Working with our customers’ eCommerce ordering systems, these items are ready to be picked, packed and shipped upon receipt of orders.
Our friends at Hemlock Display Solutions help protect the finished publication by producing T-mailer wraps that are customized to the shape of the publication. These mailers are often screen printed with eye-catching inks and function as the first excitement-inducing impression of the publications we print.
T-mailers are durable, cost-effective and completely recyclable. Ask the team at Hemlock for a sample or inquire about using these mailers for your next job.
We recommend meeting with a print expert in the design phase of your magazine for tips that will reduce costs or wow your audience with finishes.