Case study

The ABA Journal for Lawyers

Overview

The ABA Journal for Lawyers is the flagship publication of the American Bar Association. The magazine is a primary communications tool and member benefit for the more than 400,000 members of the organization. As an association, the ABA needs a print supplier that offers a total service solution and one capable of helping its publication grow and adapt to the changes and challenges within the organization. The publication exists to serve its members, but is not the reason the organization exists. Associations like the ABA need suppliers with whom they can form a collaborative and proactive service relationship built on production and distribution expertise, technological capabilities and capacity, and an innovative can-do approach and philosophy. The magazine also has unique distribution needs, in that is often delivered to law firm locations in quantities of 100 or more.

Challenges:

• A high quality yet cost-efficient print production solution for a growing circulation magazine.
• Develop a unique distribution solution to efficiently deliver bulk but still personally addressed copies of the magazine to law firms.
• Achieve additional postal savings to offset rising postal rates.
• Streamline workflows for faster and more efficient production from premedia and prepress through to distribution.
• Enhance quality reproduction of the magazine through new closed loop and press technologies.
• Serve the needs of a growing membership and magazine with limited staff resources and budget.
• Provide ancillary products and options that can be offered to advertisers and can increase revenue.
• Offer a credible and reliable option as a paper supplier who can leverage volume and offer competitive pricing.

Solutions:

• Production on new 64-page press technology, with the industry’s most advanced press controls and configuration, resulting in increased throughput, faster running speeds, reduced waste and improved quality.
• Able to offer firm bundling of down to 6 issues going to the same address.  With the average law firm receiving more then 6 issues, this had a very positive effect.
• Offered the co-mailing of approximately 219,810 pieces through our Express Collation Mailing System in Bolingbrook, IL
• Took what was a hub and spoke premedia workflow with their previous printer to a print plant that has its own pre press capabilities.
• Closed loop color controls and our unique Fine Line screening capability spearheaded our offer of improved quality.
• ABA’s publication team uses Worldcolor's magazine experts in premedia, print, mailing and logistics as an extension of its in-house staff, minimizing the need for additional ABA staff to support the publications growth.

Results:

• Substantial cost savings annually on print production alone when compared to ABA’s previous printer.
• More than a 6% mailing and distribution savings per year, compared to the magazines previous mailing and distribution program under the previous printer.
• Improved response times and strength of relationship with Sales and plant team members
• Paper requirements reduced due to offering 64 page press capabilities.