magazine printing

Print Politics: Huge Ad Spend in California Gubernatorial Race

Print Politics: Huge Ad Spend in California Gubernatorial Race

The flyers are flying! The mailers are mailing! The posters are posting! After two glorious, rock 'em sock 'em terms with the Terminator, California is looking for a new governor. And at a time when the state is as hard-hit by the recession as anywhere in the world, candidates vying for a spot in November's gubernatorial elections aren't sparing a dime on campaign spending. Under particular scrutiny, Meg Whitman, former eBay CEO turned politico. She's running for a chance at the Republican candidacy, and so far, her campaign has spent almost $60 million ($49 mil of it Whitman's own) blanketing the airwaves in commercials and the streets in political printing. She's pulled ahead of Democrat Jerry Brown and Republican rival Steve Poizner in the polls, but at a cost that makes this the most expensive nonpresidential campaign in U.S. history. The Whitman campaign has been distributing a series of direct mail pieces slamming Steve Poizner, accompanied by a URL to […]

“Power of Print” Campaign Seems to Question its Own Message

“Power of Print” Campaign Seems to Question its Own Message

Magazines, you're making a scene… “This business is perfectly legitimate.” “All my transactions are totally on-the-level, completely above-board.” “Trust me, baby. Would I lie to you?” “I am 100% confident that this is the edgiest new product on the market.” “I know your part seems small, but it's really important.” What do all these lines have in common? The fact that they are never true, and that just speaking the words actually serves to render them less true. For example, if a business is “legitimate” you don't need to call it “legitimate.” If a person is actually trustworthy, they don't need to say “trust me.” We've all dealt with people who love to throw around this type of language, but it never gets more believable. Unfortunately, these are the one-liners brought to mind by the new “Magazines, The Power of Print” campaign announced last week by a group of five major magazine publishers. The focus of the campaign is to […]

Why Bother To Redesign Print?

Why Bother To Redesign Print?

There’s a right way, and a wrong way, of posing the question… At a time when the print industry is supposed to be either fading gracefully or balling up – turtle style – in the hopes of coming out of this recession alive, Fortune Magazine is doing the unthinkable. It’s – gasp! – redesigning. One of Time Inc.’s major newsstand players, Fortune is coming out this month with a whole new look, and we’re not talking leaner, meaner, and cheaper. The Fortune redesign involves the addition of relevant new sections, as well as heavier paper stock, and a matte, rather than gloss finish, for the cover. To wit, Fortune has redesigned up, creating a more expensive-to-produce magazine… In an interview today on AllThingsDigital, Fortune editor Andy Serwer talks about the overhaul with an almost comically skeptical Peter Kafka. Kafka seems unable to prevent himself from asking incredulously after the increase in expense, “could that possibly be correct?” And when Serwer […]

Does the Printing Industry Need a Bailout?

Does the Printing Industry Need a Bailout?

What do you think? Some of this country's biggest industries are being pulled back from the brink of financial collapse thanks to what has come to be known as THE BAILOUT. And nowadays, more and more printers are asking, where's my bailout?” Although not in the spotlight as often as the auto or financial industries, printing is an essential part of the U.S. economy. It just so happens that printing isn't one of those things you notice until you really need, like when you're printing your wedding invitations, or you're starting your own business and need to have your own business card printing done. But the printers that handle these relatively low volume jobs for small businesses and individuals are not the printers most at risk. People are still printing, especially with printers that offer inexpensive web-to-print and POD services. The printers that are really suffering are the largest printers that depend on two or three massive contracts for their […]

The Table of Contents

The Table of Contents

An often-overlooked element of print design. I was just reading an excellent post over at Smashing Magazine that brought this subject to my attention. The post makes the point that although Tables of Contents are often skimmed over in the design process, there are a lot of beautiful, creative things you can do with that space. Tables of contents grace the first pages of magazines, catalogues, booklets, and annual reports. Usually, they're designed with a font and style that subtly shows compatibility with the rest of the printing, without drawing undue attention to itself. But why not draw attention to the table of contents? Elsewhere in the print design world, we emphasize the importance of catching our audience's attention immediately. Our goal is to do something that pops out and draws the eye almost against the will of the reader. In catalogue and report publishing, the table of contents can be that attention-grabber. By putting in the time to create […]

Magazine and Booklet Printing

Magazine and Booklet Printing

Hotcards welcomes you! One of the biggest topics in the printing world is one we barely touch on in the Hotcards blog. That is, magazine print and design. I can't really explain this lack except to say that it's such a massive world unto itself that it seems daunting to cover it as well as everything else about full color printing. That being said, we do print magazines and booklets here at Hotcards. We get to work with a lot of small, cool publications that print in limited runs, and it would be interesting to talk about that process now and again. I was inspired to get into this topic by a post on print design over at the excellent design blog, Abduzeedo. The post got me looking through some awesome collections of book cover, magazine, and booklet design. It's amazing how diverse magazine printing is – everything from art theory zines to corporate booklets can run through our printer […]

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