• by Michael Shields , November 11, 2004

Magazines are testing the boundaries of magazine racks and adding to the back strain for mail carriers, launching titles in recent months that are produced in a variety of oversized formats. The development is noteworthy, because it comes at a time when online publishers are looking to standardize advertising and editorial formats in an effort to fit in to advertising budgets. By contrast, these magazine publishers are going out of their way to be different and to stand out from the clutter of what increasingly is an overcrowded field of me-too publications.

Ranging from slightly taller, to slightly wider, to square, titles like Suede, MPH, Trader Monthly, Breathe, and of course, the aptly named Giant, do not fit the standard 8 x 11 inch dimensions common to magazines like Time or Cosmopolitan.

Nor are these new titles oversized to the extent of say a Wine Spectator or Barron's, requiring specialized shelf space. More often, they are just large enough to get noticed. For example, MPH employs a 9 x 7.8 format, while Trader Monthly is 9 x 10.875.

Printers are not reporting any sort of run on large paper stock, but they say that more modern equipment has made producing such magazines easier and less costly, and that better economic conditions overall have afforded publishers the means to avoid scrimping.

Often, it is luxury or specialty titles that opt for over-sizing. "Boutique-type books lend themselves to that format," said Scott Darienzo, a broker at Clifford Paper. "Standard, high circulation books are not going that route."

Indeed, recent launches such as Uptown, The Green, and Golf Connoisseur are going for a specific, affluent target.

"All titles are looking for key differentiators," acknowledged Chris Riggs, CEO and co-founder of Golf Connoisseur. Riggs said that his title's larger size, "offers an emotional connection. There seems to be a higher end feel."

Randall Lane, publisher of the stock trader-aimed Trader Monthly, agrees. "It gives the magazine a much more luxurious feel," he said. "The ads really jump out. I think you are seeing more of it."

The larger magazine format, coupled with higher quality paper stock, also attaches permanence to each issue.

"There is also the leave behind factor," said Riggs. "We want our magazine to stay behind on the coffee table."

Trader Monthly's "square" format "is more permanent," Lane said. "It's much less disposable."

While the oversized trend has been traditionally relegated to titles that go after the ultra rich, several new launches are electing to go this route to target an upscale, but perhaps more mainstream consumer audience. This tactic is particularly effective when art and visuals are crucial to a magazine's personality.

"We are committed to producing a beautiful book," said Enedina Vega, publisher of Essence Communication's new urban fashion title Suede. Larger paper, she said "has been associated with a luxury upscale feel."

That has been important for a new title like Suede to catch potential readers' attention. "The best compliment I have been paid so far is, 'You guys really stepped out, it a big way,'" said Vega.

Bigger pages make for bigger, and ideally more beautiful pictures. "It's definitely important," said Eddie Alterman, the editor of American Media's young-guys' car book MPH. "It gives a richness to the look. Our art guys love designing for it. The extra width lets cars photograph better. It shows cars in their glory."

"It allows for a larger canvas," said Uptown's creative director Brett Wright. "It's more aesthetically pleasing, with more white space. It allows the magazine to breathe."

Of course, going large isn't cheap. "All of these are costly propositions," said Suede's Vega. Besides paying for larger paper and heavier stock, larger sized magazines frequently incur postage premiums.

"Four to five years ago, it might have cost 40 percent more," said Golf Connoisseur's Riggs. "Today, its about 15 percent higher."

"It's not insignificant," said Trader Monthly's Lane, who estimated a 10 to 15 percent premium.

Ideally, these costs are offset by more advertising dollars, though publishers disagreed on just how important this factor was. Lane was of the opinion that it mattered. "When you are scanning 10 titles, I think bigger is better," he said.