How much does a member magazine cost? A straight answer, with a worksheet
3 min read
"What will this cost?" is the first question from the person who holds the budget. A vague answer gets a vague yes, or a firm no.
The honest answer is that it depends on three choices: how professional, how often and whether it's printed. Here is a way to put figures on each.
The main cost lines
| Line | What it covers | Tends to be |
|---|---|---|
| Staff time | Planning, editing, chasing, proofing, publishing | The largest, and often unrecorded |
| Design and layout | Template use or a freelance designer | Varies a lot |
| Writing | Volunteers, staff or paid freelancers | From nothing to a significant item |
| Photography and illustration | Stock images, commissioned photos | Small to moderate |
| Proofreading | Internal or freelance | Small |
| Publishing platform | Flipbook hosting and analytics | A monthly or annual fee |
| Printing and postage | Only if you print | Often the largest cash cost |
| Promotion | Mostly your own channels | Small |
Three example set-ups
Volunteer-run digital magazine. Volunteers write, a staff member edits and lays out from a template, a flipbook platform publishes it. Cash cost is mainly the platform fee. The real cost is perhaps a day a week of staff time during production.
Staff-led digital magazine with a designer. A freelance designer lays out each issue. One staff member edits, some articles are commissioned. Cash cost includes design and some writing fees.
Print and digital. The same as the second, plus printing and posting to every member. This usually changes the economics most, because print cost scales with membership.
Don't leave out your time
Estimate the hours for each issue: planning, commissioning, chasing writers, editing, proofing, approvals, publishing, promotion. Multiply by an hourly cost. Even if nobody invoices for it, the number tells you whether the project is sustainable.
Ways to bring the cost down
- Use a template and stick with it.
- Recruit member contributors and give them credit.
- Reuse content from newsletters and events.
- Go digital-only, or print a small run for specific audiences.
- Sell a few ads to cover the platform and design costs. How to find your first advertisers.
A simple worksheet
Fill in per issue:
Staff hours x hourly cost: $____
Design: $____
Writing and commissions: $____
Photography / images: $____
Proofreading: $____
Platform (annual fee / issues): $____
Print and postage (if any): $____
Promotion: $____
-----------------------------------------
Cost per issue: $____
Cost per member per issue: $____
Expected ad income per issue: $____The cost per member per issue is the figure that makes the conversation with a board easier. It turns a large-sounding total into a small amount per person.
Before you commit
Run the worksheet for one issue, not twelve. If the number is acceptable and you've named who will pay for it, you have a defensible plan.
Frequently asked questions
What is the biggest cost of a member magazine?
For most associations it's staff time, followed by design and, if you print, printing and postage.
Can a digital magazine be free to produce?
The cash cost can be close to zero with volunteer writers and free tools. Someone's time still has to be paid for, either as salary or as goodwill.
Is digital cheaper than print?
Usually, because there's no printing or postage. Design and editorial costs are much the same.
How do I pay for it?
Common sources are membership fees, advertising, sponsorship and event income. Most associations use a mix.
