The award competition celebrates the craftsmanship and innovation of print products for companies throughout Illinois, Indiana and Wisconsin. The Graphic Excellence Awards (GEA’s) are the largest regional affiliated print competition in the United States.

�AV-Ripon earned five Best of Category awards, as well as a Best of Division, an Award of Excellence and a Certificate of Merit across seven different products.

The Best of Category award goes to the most outstanding entry in each category type. The entry must be flawless to win. Finalists for this award are given an Award of Excellence. The Best of Division award is presented to the best products of their respective divisions, which are based upon the size of the printing company. The Certificate of Merit denotes a product that deserves recognition for achieving a high quality in printing.

The 2020 was a two-time winner, taking home both the Best of Category Award and Best of Division — in the fifth and largest printer division — for the fashion/health/pop culture magazine category. Another è��AV magazine, , earned Best of Category among cover: sheetfed, interior: web magazines for their 2020 Summer edition.

Three �AV catalog products also earned GLGA awards.

The 2021 catalog was named Best of Category among 1- ,2- or 3-color product/service catalogs. In addition, the catalog was named Best of Category among cover: sheetfed, interior: web-printed product/service catalogs.

è��AV had two winners in the 4-color product catalog: The  catalog was given an Award of Excellence, while the One Step Winter 2020 catalog was given a Certificate of Merit in the same category.

Lastly, in the Internal Communication Pieces the 2021 North Star Program was named Best of Category.

The post �AV earns eight GLGA Graphics Excellence Awards first appeared on �AV.

Our conversation with Mr. Magazine ranged from how publishers can build better business models to account for declining ad revenue, to the booming trend of bookazines, in-depth special edition magazines on a single topic, and beyond. The following conversation has been edited for content and clarity.

The historical moment we’re currently living in is changing the world around us. What will the magazine industry look like in the next five to ten years?

There are only two people who can tell you the future: God and a fool. I don’t pretend to be God, and I hope I’m not a fool. Who knows what the future will be? Throughout recent history, we have seen a lot of events that have impacted the magazine industry, but nothing like the COVID-19 pandemic. Stores shut down, bookstores and newsstands disappeared — all the vehicles that magazines depend on to reach their audience disappeared with the exception of the post office. That’s one reason why subscriptions have seen a hike of anywhere from 15% to 30%. It’s also because these days people are bombarded by information but have less understanding, so they want somebody to explain, to curate, to vet, to provide a trustworthy conversation with them.

Advertisers also vanished. It was a double whammy. That’s why we’ve seen a shift in terms of the business model. A magazine that has been published for 20 years like O, The Oprah Magazine, changed its circulation to quarterly with a cover price of $15.99. This is more than what you paid to get 12 issues when it was a monthly magazine. Magazines are going to focus much more on their audience and get away from the business of selling the audience to the advertiser. And instead, they will get back to selling content to the audience. But if magazines are only in the content-providing business, we’re dead, because there’s so much content out there. To survive, it must be an experience-making business that feels like an exchange between trusted friends.

Do you think the shift towards relying more on consumer revenue than advertising revenue is the new reality for magazines, or is advertising just facing short-term, pandemic-related challenges?

I wish I could say it’s something that sticks. We’re seeing it implemented more than ever before. But I recall back during the 2008 recession, magazine executives were saying we have to change the business model and be in the business of circulation and depending more on the consumer. Then the minute the economy started picking up, they went back to their old ways. But this time because of the magnitude of the impact I think it will be different, and because there are so many other outlets for advertisers like emails and text messaging. Advertisers know how to reach their customers; they don’t need a third party to sell their stuff.

There’s a major change taking place, and whether it shifts to bookazines or quarterly magazines, there is less dependence on advertisers and more dependence on people reaching into their pockets and spending up to $15 for a magazine. So, the content of the magazine better be experience-making content that is timely yet timeless — it’s not going to make a difference whether I read the magazine today, tomorrow or next month. That’s where we’re going to be seeing the big change; magazines are going to be the only non-disposable media platform.

Are bookazines the future of magazines, or just a trend?

From a content point of view maybe, but there is still a need for that continuous relationship with the audience. Magazines are love affairs and long-lasting relationships; people want that trusted friend more. Magazines are the original influencers. People used to say, “I saw this in Life Magazine,” or “I read this in Better Homes and Gardens.” It was the brand that carried that influence, and we need that. While bookazines are flooding the market, what’s helping us is that we’re learning that people are willing to pay for good content that they are interested in. So, there’s nothing wrong with me launching a quarterly mountain bike magazine like , for example, which just came out with a cover price of $8. Niche publications like these are numerous, but they have the same goal in mind: I’m providing you with curated, vetted and trusted content, but you have to pay for it.

What would you tell a publisher considering a magazine launch in 2021?

When you look at history, some of the best magazines in this country launched during bad times and became popular after them. Whether it’s or , they came following something major that happened. It will take you at least one to two years to establish the magazine, and it’s much better to do it when times are not good, because when the times change and become better, then your magazine is already established. That’s why we’re seeing so many new titles these days, including over 30 so far this year.

Is there anything you wish magazine publishers would do differently?

They have to accept the fact that print is here to stay, but also that print is changing; you can’t do the same magazine you did 10 years ago. There’s no problem with print because study after study shows us that people comprehend more, engage more and remember more with a printed product than digital. We don’t have a print problem; we have a business problem.

Some magazine media outlets are launching new ways to generate revenue, such as doing all kinds of membership deals that go beyond just getting a subscription to a magazine. The smart publishers are finding new ways to create revenue, but they are still using print as the base. Look at , they have a television program, podcasts and bookazines. But no matter what, the printed weekly edition is going to be with us so long as there is Us. I’ve never given up on print; I’ve given up on the traditional business model.

What role should print companies play in supporting magazine customers?

Education is very important.  If magazines see that print is the only non-disposal media we have now, they will realize that you can’t print it on tissue paper. You have to be very creative with the printing, and in terms of ensuring that when you get that magazine you’re paying $15 for, it better feel worth that amount of money. There are so many different ways we can print today, especially now with digital printing. I’m getting some magazines they print only 500 of, but they are collectable or collectibles. Some even have hardcovers. Printers should think out of the box, and they should think they are creating a luxury item. There is no such thing as a disposable item because the price is over $10. It’s not about cutting costs when it comes to printing, and that’s where the education has to play a role. You are in the business of creating a collectible item.

The post Magazine Trends in 2021 and Beyond: A Conversation with Mr. Magazine first appeared on �AV.

Brands that really know how to engage their customers are brands that have mastered the science of touch. They understand how to leverage haptics to create impactful marketing pieces that forge memorable and meaningful connections between brand and customer.

These videos explain how:

You can order a copy of A Communicator’s Guide to the Neuroscience of Touch through the Sappi website here:

About Sappi:
Sappi is a global company focused on providing dissolving pulp, paper pulp, paper-based and biorefinery solutions to its customers in over 150 countries. There’s more to Sappi than paper. Their products find uses in thousands of applications, from paper and packaging to textiles and laminates.

The post Why Our Brain Loves Paper first appeared on �AV.

The Book

The Speed Kings is an impressive piece of printing. Size 12×10 landscape, with 372 pages, cardinal red endsheets and four-color process throughout, it stands out. The cover features a decades-old photo of a young man sitting on a motorbike and staring intensely at the photographer. More than 600 illustrations are used in the book, and almost every page features a historic photo, newspaper clipping or illustration from the time period.

Emde did the writing and design work himself. è��AV sales rep Steve Berg said he would wake up early in the morning to do his work. He paid attention to every detail – for example, Emde chose 80 pound paper for this book because he worried 100 pound would be too heavy in such a large book. This is the first project Emde printed with è��AV.

“He’s a very nice guy. We got to talking and he asked me about books. The truth of the matter is, he knows he could have printed this book anywhere, but it’s important to him and his readers that it’s made in America,” said Berg.

The Speed Kings chronicles the history of motordrome racing in America, a type of motorcycle racing practiced mostly at the beginning of the 20^th century. It was extremely fast-paced and dangerous, done on board tracks that were typically less than a mile long. Racers could exceed 90 miles per hour on these steep wooden structures, steering vehicles that didn’t have brakes. Emde traced the rise of the bicycle and motorcycle in America, leading up to the first motordrome races in 1909, through to the demise of the sport and the final race held in 1928. He used photos and newspaper records from the time for many sources.

About the Author

It could be said that Emde has racing in his blood. His grandfather ran a motorcycle repair shop more than 100 years ago, the became a motorcycle patrol officer. His father, Floyd Emde, competed in motorcycle races across the country in the 1940s and won the Daytona 200 in 1948. Don Emde followed in his father’s footsteps, also winning the Daytona 200 in 1972. Both Floyd Emde and Don Emde, along with Don’s brother, David Emde, have been inducted into the AMA Motorcycle Hall of Fame.

The Award Ceremony

The MPG Awards were announced at a ceremony Sunday, Feb. 23, 2020, at the iconic Petersen Automotive Museum in downtown Los Angeles, California. In addition to the book category won by The Speed Kings, were announced in six other categories, including photography, audio programming, video review, feature video, feature article and The Dean Batchelor Award for Excellence in Automotive Journalism.

MPG describes their awards as “a yearly celebration of excellence” with the intent “to inspire automotive journalists, both present and future, to produce work of the highest professional caliber.”

Thank You

Thank you, Don Emde, for choosing to work with è��AV! We’re honored to have been the printer for such a beautiful book. Congratulations on your MPG Award!

Anyone looking to order their own copy of The Speed Kings can find it at .

The post �AV-printed Book Wins Automotive Media Association Award first appeared on �AV.

Why Ripon?

This is not the first time we’ve made a significant purchase like this. In 2010, è��AV acquired IPC in St. Joseph, Michigan. In 2012, we purchased The Ovid Bell Press in Fulton, Missouri. Both of these facilities expanded our capabilities and remain key operations for the company.

Don è��AV, president, explained è��AV’s goal in making changes like this.

“è��AV is a growth-minded company, but we don’t proceed lightly with acquisitions like this. Ripon fit in many ways – from a similar history and culture to capabilities that will enhance customer experience,” he said.

Similar Histories

è��AV’s history began in 1937, with Don è��AV printing playbills in Marceline, Missouri. The company is still in the è��AV family, currently under the leadership of CEO Don O. è��AV and President Don è��AV – his son and grandson. The company has never been bought or sold.

The history of Ripon Printers dates back to the Civil War, when it began printing the newspaper now known as the . The company’s modern history began in 1962 when the Lyke family purchased the newspaper. The addition of a web press created commercial printing opportunities for the company, and they operated for decades with the mission of “delivering customer delight.”

Andy Lyke explained their decision to take the next step.

“We decided to sell Ripon Printers as it became clear that there wasn’t another generation in our family to take over the business, and we wanted to continue our operations going forward. Joining the è��AV team allowed us to become part of a bigger family-owned company that knows how to delight customers,” he shared. “I’m proud of the business our employees have created over the years. Being part of è��AV allows us to continue providing quality services to our current and future customers going forward.  è��AV has the equipment and other resources that add extra value to our customers.”

Lyke remains with the company as the Finance Manager for è��AV’s Wisconsin facility.

What This Means for Customers

This acquisition means improved options for both è��AV and Ripon customers. The biggest change for Ripon customers is the name change – the Ripon facility is being rebranded as è��AV. Contacts remain the same for Ripon customers, and as the organizations are integrated, they will see additional capabilities offered. Ripon Printers is now part of a family-owned printing company with strong roots in our industry along with a track record of smart investments in technology and equipment to improve the overall customer experience.

“The team in Ripon is thrilled to be a part of the è��AV family. In fact, one employee said it seems too good to be true! There are exciting changes coming as we integrate people, processes and capabilities, all of which will provide additional value to our customers,” said Ripon General Manager Julie Newhouse.

Integration teams are in place to ensure a good experience for customers and employees. The goal is to have all major integration activities complete by the end of March.

Current �AV customers will continue to receive outstanding service and the highest quality product available. This acquisition opens the door for enhanced capabilities, like expanded catalog manufacturing operations, direct mail and fulfillment services.

Our Longevity

The acquisition is a testament to è��AV’s continued strength as a company.

“We are excited to welcome the Ripon family into the è��AV family. We are looking forward to working with them to assure our customers and employees all benefit from this acquisition,” said Don O. è��AV.

The post What Our Acquisition of Ripon Printers Means for You first appeared on �AV.

One mailer that’s been showing up at households across the United States is Amazon’s holiday catalog. Geared toward kids, this catalog features several fun details that made it stand out from the rest of that day’s mail. As one of the largest retailers on the planet, Amazon has plenty of resources to add fun details. However, it’s possible for è��AV catalog customers to replicate some of these methods using è��AV’s offerings and capabilities.

Why is Amazon Sending me a Catalog?

The first thing I noticed was that Amazon was sending me a catalog. It was unexpected, as I mostly think of Amazon in terms of their website or app. This is the online retail giant’s second holiday catalog, which they closed their doors and stopped printing their massive holiday toy catalog.

The catalog doesn’t list prices. This makes sense, as the company can change prices on a single item daily. It also forces the curious to visit Amazon. This is made even easier through the “search with camera” feature. The first page of the catalog includes instructions on how to find the products just by opening the Amazon app and taking a picture of the catalog.

Another way Amazon drives traffic to their website is through SmileCodes. It’s a small icon that appears throughout the catalog. It can be scanned with the app to see more related products.

è��AV customers with a solid digital presence can replicate this idea using QR codes. You can link to a page with related content you want to drive customers to. Because this system isn’t quite as seamless as taking a picture in-app, be sure to provide high-value content that people will want to access.

Did you know that è��AV builds apps? We also provide eCommerce solutions. Our expertise can help you build digital and print solutions that complement each other, like the app we built as a companion to Danchuk Manufacturing’s 750-page catalog.

Fun Extras

The second thing I noticed were the fun extras included in Amazon’s catalog. Inside the cover is a tear-out Holiday Wish List meant for kids to write on. On the back of the tear-out is a holiday-themed Mad Libs page. The second insert is particularly brilliant: a page of stickers with instructions to “tag your favorite gifts.” The stickers are cute, featuring animals wearing scarves and earmuffs or the words “sweet,” “wish” and “yay.”

These additions take the catalog from something you look at to something you interact with. It’s easy to imagine youngsters sitting down to peruse the catalog, marking what they want and handing it back to their parent.

�AV customers can replicate this idea by adding interactive elements to their own catalog. A tipped-in page can provide customers a place to make lists or capture their thoughts. Maybe you could include a fun activity or game related to your industry. A bind-in card could encourage recipients to send a postcard.

A Reason to Keep It

The final two pages of the Amazon holiday catalog include instructions on how to turn the company’s shipping boxes into a polar bear costume. Because of its placement, this section couldn’t easily be torn or cut out from the rest of the catalog, making people more apt to keep the entire catalog in their house.

�AV catalog customers could dedicate a few pages to high-value content recipients will want. It may be a well-written article or assembly instructions.

Paper Choice and Size

�±�’v�� shared before about how paper choice affects perception of a publication. The Amazon catalog is printed on heavy paper that is satisfying to hold. The satin finish looks good while still lending itself to being written on should someone want to circle a product or write down a price.

At 7 ½” by 9 ½” and only 88 pages, this smaller-sized catalog is easy for little hands to hold. They might also be using a technique some say Richard Sears, of the once-ubiquitous Sears Roebuck catalog, used. According to the podcast , by intentionally making the catalog smaller than its competitors, it’s more likely to be placed at the top of a pile.

Photo

The cover of the Amazon catalog stands out from other holiday toy catalogs because it isn’t really focused on the toys. Instead of showcasing whatever this season’s hot item is, it shows kids running through a living room in the very homemade box costumes it explains how to make on the back page. Amazon probably sells everything in the photo, from the pajamas the kids are wearing to the carpet they’re walking on, but you don’t consciously think about that when you look at the photo.

Think about the catalogs your competitors are doing and how you can stand out in a good way. You could feature employees instead of models, or use a vintage photo from your company’s early days. There are many ways to stand out if you think outside the box.

Specialized Content

Retail writer Kiri Masters that, if they’re not already, Amazon will customize future holiday catalogs by recipient. They know plenty about their customers – from what they order to what they watch on Amazon Prime – so they have the information needed to create a customized product.

The ability to create custom versions of a product depends on the information available to the company printing the catalog. But with a few broad categories, like age range, you could create different versions to send out.

Why Send a Catalog?

It seems odd that an online retailer sent out a catalog at all, but it makes sense. Research shows millennials , and many millennials now have young children this holiday catalog is targeting.

It’s a way Amazon can grab the attention of a group that has no problem pulling out their phone to search an app for a product they just saw on paper. Most importantly, Amazon is doing their print catalog well. It could have been something that looked much like other toy catalogs being sent at this time of year, but Amazon used the techniques listed above to really stand out from the crowd.

Looking to implement some of these ideas in your own catalog? Let’s talk!

The post What �±�’v�� Noticed: The Amazon Holiday Catalog first appeared on è��AV.

Mail Operations Manager Lucas Vandermolen recently completed the Periodicals Professional certification training from the United States Postal Service. Completion of this course ensures Vandermolen has the most accurate, comprehensive knowledge of periodical magazine mailing available.

Standing Out

Vandermolen traveled to the National Center for Employee Development in Norman, Oklahoma, for three days of training in August.

“That’s where the USPS provides training, from maintenance of machines all the way up to executive training. I had 12 students in my class, and I was the only person from the private sector,” Vandermolen shared.

The remaining students were all USPS employees.

This achievement places him in an elite group within the print industry. The Periodicals Professional training is the primary instruction that the USPS uses for their business mail employees and only a handful of professional mailers possess this certification.

“Several of our customers mail under Periodical Postage and there are many rules and regulations that govern this type of mailing privilege,” he said.

Learning Lots

Completing the Periodicals course enables Vandermolen to better serve �AV customers. The course provided training in the administration, acceptance and verification of Periodicals mailing. USPS has designated the Periodicals class of mail for publications like newspapers and magazines. They must be sent at regular intervals, at least four times a year, with the primary purpose of transmitting information to an established list of subscribers or requesters.

Many of è��AV’s magazine customers are considered Periodicals and Vandermolen’s training means he is now better positioned to ensure our periodicals customers get the most out of their mailing plan.

Course topics included:

• USPS qualification standards and application processes
• Mail piece requirements and authorization categories
• Advertising identification, measurement, and marking
• Publisher recordkeeping and reporting requirements
• Mail piece construction, preparation and sortation standards

The training has the added benefit of improving Vandermolen’s interactions with his coworkers.

“I am able to provide information to both production and office staff to enable them to meet postal regulations for periodical mailings.”

Passing on the Benefits

Vandermolen learned several skills that bring added value to our customers.

“I am able to provide guidance to customers who may want to look at converting over to Periodical mailing privileges. I am also able to provide support for current customers that mail under Periodical postage,” Vandermolen explained. “This training also provides information on what the USPS requirements are and what is being looked at, from a USPS standpoint, for acceptance.”

The USPS trained Vandermolen how to identify the elements that a publication must meet to qualify for periodicals eligibility. To qualify for Periodicals class of mail requires a formal application procedure and a nonrefundable application fee, so his expertise will help customers apply correctly.

The course also trained Vandermolen in non-profit rate eligibility, which will prove useful to many of our association customers. He also received in-depth training of the complicated minutiae required for proper Periodical mailing. Vandermolen’s completion of this this training is a benefit to è��AV and our customers.

The post Our Commitment to Customer Experience first appeared on �AV.

What does that mean for me?

The average price increase for mailing services by the USPS would be about 1.9 percent overall, but will vary by class and category of mail. Below is information on proposed consumer pricing. We will post more information on retail pricing as we are able.

Consumer Pricing Changes

The cost of mailing a letter with a First-Class Mail Forever Cent would remain the same, at 55 cents. Outbound international letters would increase five cents from $1.15 to $1.20.

The cost of sending a package could increase. Priority Mail Express would increase 3.5 percent and Priority Mail would increase 4.1 percent.

�AV Mailing Solutions

You can learn more about the USPS proposed price increases on their website. Explore è��AV’s mailing solutions, including our co-mail options, on the blog.

The post USPS Proposes Postage Rate Increase first appeared on �AV.

The work started in April of this year, when the pad was prepared. The new press is so big and heavy that the floor beneath it has to be reinforced with concrete and rebar.

“So it doesn’t sink, doesn’t vibrate, doesn’t crack. You have to really reinforce the area where the press is going to be sitting,” General Manager Phil Archer explained.

The press components arrived in Michigan in early June and the first job ran on the new press July 27. It’s now running at full production.

“It’s been pretty good two months. It hasn’t been without its challenges, but we ended up getting it done,” Archer said.

Exciting New Add-ons

The newly installed press is a 16-page unit, meaning it can print 16-page signatures. It can also print five colors. That means that in addition to the four colors used to print, a fifth color can be added.

“If we have a four-color job and a customer wants to add a logo color, like a John Deere green or a Simpson orange, we can put that on there,” Archer said. The fifth color capability ensures accurate matching to the desired color.

The press also has a unit that allows for perforation, allowing customers to add pages that can be torn out, like if they want to include coupons.

Improved Capabilities

“We have a lot of different capabilities and versatility with this press that complements the rest of our pressroom,” Archer said. This is the second press of its kind installed at our Michigan facility.

“That allows consistency from press-to-press in print, production, training and overall operation,” he explained.

The new press also has the latest WPC closed-loop color and register controls. This makes for a more consistent ink throughout the print run and also allows the press room to get up to color faster during make-ready.

“Our make-readies are much more efficient,” Archer said.

The bundling capabilities of the new press allows the operators to send a better product to the bindery.

“This increases their speeds and reduces down time,” he said.

Our Commitment to Reinvestment

The new press in our Saint Joseph, Michigan facility is part of our continuous improvement program and our quality assurance efforts. �AV believes that consistent investment in new equipment allows us to keep printing high-quality material in an increasingly efficient and environmentally friendly way. The program goes beyond equipment. We also believe in investing in our people through training as a way to improve operations.

The post New Web Printing Press Up and Running first appeared on �AV.

The does a great job with their , which helps parents learn about and encourage healthy dental habits in their children. Another association that does well is the . When I searched “skin cancer,” the AAD’s information for the public showed up twice on the first page of results.

How can your association get results like these? Keywords are a great place to start!

Using and Researching Keywords

We all use language differently, but there are plenty of shared phrases and patterns. Because of the way search engines work, common words and phrases are a powerful way to draw traffic to your website.

How much traffic to your website comes from search engines? And how much of that is Google? By carefully researching the keywords used in your industry and incorporating them into your writing, you’re more likely to show up at the top of the results. It’s been said that the best place to hide a body is on the second page of the Google search results. If you want to be found, you need to be on page one.

In “,” author Ann Smarty said keyword research “lies at the foundation of any article you intend to write.” So let’s go over Smarty’s advice on how to make the most of keywords and keyword research for associations.

What is it?

According to Smarty, a keyword consists of two parts: a core term and a keyword modifier. For example, the AAD uses “skin cancer” as a key term, but then uses “spot” as a modifier. Think about how many people search terms like “how to spot skin cancer?” when they’re looking for information.

Modifiers make a term less competitive. When I search “skin cancer,” the AAD is the fifth result on the page, but when I search “spot skin cancer,” the AAD is the first result on the page.

How do I do that?

Getting results like this requires research. Smarty suggests mulling over the core terms that interest your already formed audience.

Think about how the core terms you use to draw potential members to your website differ from the core terms you use to draw an audience of non-members. The AAPD may use terms like “pediatric dentistry residency” when trying to draw traffic from dental health professionals and potential members, but are more likely to use terms like “little teeth” or “dental braces” when creating content for parents and educators.

The Tools of the Trade

You can move your research along with a few tools recommended by Smarty.

1. The thesaurus. I like . This is especially useful if you know what your association members are likely to search but need some help with synonyms more likely to be used by non-members.
2. , a website that’s basically Google auto-suggestions on steroids. If you type in a term, Answer the Public provides a mind map of what people are actually searching for online. You can see the questions people ask that include that term. The results also include frequently used modifiers that go along with that term.

Smarty has more tools and suggestions for using keyword research. You can read more at .

The post How Associations Can Attract the Public with Keyword Research first appeared on �AV.