Paper is captivating once again. Not out of nostalgia, but because it offers a tangible and lasting experience: an object you touch, keep, and share. In an age when everything goes through screens and algorithms, it provides a breath of fresh air and another way to establish your media with your audience.
The internet, however, remains an invaluable ally. When we reclaim it, the web remains an essential space for creation, circulation, and connection, but also the foundation that enables print to exist through direct reader support — subscriptions, donations, and pre-orders.
Many had predicted the end of print with the rise of digital: explosion of online content, new consumption habits, rising production costs, falling advertising revenues. Yet far from disappearing, paper has become a deliberate choice for many media outlets. It can offer a different reading experience, reinforce editorial independence, and reach new audiences. We also love it for its materiality: the feel of pages, the smell of ink, the promise of an object that lasts.
This overview brings together practical advice, experience feedback and examples to imagine, produce and sustain your print media, whether it's short-lived or designed to last.
Set the shape
Paper is not limited to traditional magazines or newspapers. You can imagine a printed letter, an unfolded brochure, a poster plastered on street walls, a folding map, or even a hybrid object. This is not merely an aesthetic choice: the format you select influences how the publication is used, distributed, and perceived. While a poster stops you in the street, a polished magazine invites collecting, and a map goes everywhere with you. In any case, the form must always match your editorial identity and be designed with your readers in mind. Targeting young people? A small magazine on recycled paper, inexpensive to produce and affordable to buy, will do the job. Running a hyperlocal media with tips and recommendations? Why not a folding map of the neighborhood, small enough to slip into a pocket?
A few ideas for inspiration
- The square-format magazine Pays (which Médianes co-founded)
- The printed letters of La Disparition
- The map of Autres Possibles (format now replaced by a magazine)
- The double-sided magazine by Mosaïque (a female artist on the front cover, a male artist on the back cover)
- The little notebook of Unsellable
- The newspaper-poster of 1
Experiment before diving in
Rather than jumping straight into a regular schedule, testing a pilot issue allows you to assess the project's feasibility and appeal, and refine its DNA. Another option: a special edition designed as a unique, event-driven object to mark a key milestone, celebrate an anniversary, or support an important topic. Paper is also an excellent vehicle for crowdfunding, whether at the heart of a campaign or offered as a bonus.
A few ideas for inspiration
- To mark its tenth anniversary, the online cultural media Manifesto XXI published an anniversary issue combining archives and works by artists, authors and journalists « who inspired [them] for a decade, or who will shape the years to come ». A way to make a splash, to meet its readership at events tied to the publication, and to offer loyal readers something tangible to keep. Watch our video.
- To celebrate its 99th issue, Pomélo, the food journalism newsletter by Ezéchiel Zerah, brings together in a small printed guide a list of 99 things to taste in Paris. Unlike the newsletter (paid, by subscription), the guide doesn't address only aficionados. A smart move to expand its reach and attract a wider audience.
- Pauline Dupin, founder of the fanzine (now defunct) Chassez le naturel speaks of « an issue that carries the vibration of what is created when you don't know what you're creating » : a space of total freedom, without commercial pressure. Her zero issue, limited to a hundred copies, sold out in a few days thanks to social networks and word of mouth.
- Just because you're launching a print publication doesn't mean it has to last forever. Here are some examples of limited-run media that planned their end from the start.
Make: printing and paper choice
Thickness, texture, whiteness: each choice tells something about your medium. The best paper isn't necessarily the most expensive, but the one that best expresses your identity and will age well over time. Anticipating environmental impact — paper choice, inks, colors — is now an integral part of the thinking.
Your relationship with the printer matters as much as the price: their technical advice can help you avoid mistakes. And don't forget that print imposes a different relationship with time: designing a layout, launching a print run, waiting for delivery… all these steps require solid backward planning.
A few ideas for inspiration
- How to choose your paper? Our Creative Director Christelle Perrin helps you see things more clearly.
- In their guide to publishing a magazine, the founders of the journal Départementales explain: "To avoid having to call every European printer, we did a first round of research by buying the latest issues of our favorite magazines and looking at the names of their printers. That already helped us make an initial list. Overall, pricing variations are around 15-30%."
- The founders of the newspaper Le 1 and the magazine Censored remind us that a good article is first and foremost one that matches the story you want to tell.
- How can you practice restraint in printing? Paper choice, colors, fonts… Discover some techniques and tips that will help you reduce the environmental impact of your products.
- On LinkedIn, printer Guillaume de Sousa (Loire Impression) shares behind-the-scenes insights from his work and offers plenty of recommendations for anyone looking to print materials.
- Anticipate how your paper will age and learn how it will evolve over time. One of the strengths of printing is the ability to create a physical, lasting object that can be preserved and archived. It's better to choose paper that withstands the years without degrading, rather than watch your copies yellow or deteriorate prematurely.
Sell online and leverage pre-orders
Direct sales through an online store have become a central tool for independent media outlets. They allow you to maintain control of your relationship with readers, retain a larger profit margin, and build a loyal community.
Pre-sales are also a valuable tool for launching a first issue or financing a new publication. They secure a portion of printing costs before production, while creating anticipation and engagement. Displaying a real-time progress bar, offering symbolic rewards or bundled offers (magazine + poster, magazine + subscription) strengthens mobilization.
These campaigns can be run through specialized platforms or through a shop integrated into the media site, connected to simple and transparent payment solutions.
A few ideas for inspiration
- Find our free practical guides, developed by our studio, to prepare and launch a fundraising campaign: they detail step by step the strategy, timeline and tools to maximize your chances of success.
- La Déferlante, Pays, Climax : on our Chemins podcast, discover the experiences shared by founders of print media outlets who have made pre-sales and their online shop key drivers of their growth.
Distribute, broadcast
Many young publications start with self-distribution: they receive and store hundreds of printed copies at home, manage their online shop, make weekly trips to the Post Office to handle shipments, take care of customer service… And with self-promotion: they contact bookstores and sales outlets in person. It's time-consuming, but it allows them—at first—to maintain control over their sales, their contacts and their margins.
Another option: working with third parties. It's worth noting that there is a difference between distributors, who focus more on the logistics side such as inventory management, and distributors in the commercial sense, whose role is primarily commercial, handling for example relationships with bookstores, invoicing, sales tracking, etc. These structures can save a significant amount of time, but be careful about the terms and commissions, which can prove to be substantial.
Ultimately, if choosing to be present in Relay stores — which, let us recall, are owned by Vivendi, Vincent Bolloré's group — provides visibility, it requires significant volumes (often resulting in waste) and reduced margins. Focusing on targeted points of sale, committed bookstores, or cultural venues often allows for better connection with the public, even if, again, it's not a goldmine and requires investment. The local approach, especially for a magazine rooted in a specific territory, can be an asset.
A few ideas for inspiration
- Newsstands and Relay stores, yes or no? The independent media outlet Climax, which focuses on ecological struggles, decided to go ahead. "Newsstands (and notably Relay stores) are places of passage, discovery, and visibility. And if we are not present in that space, it is other narratives – often dangerous ones – that take up all the room", notes Dan Geiselhart, co-founder of the magazine.
- If that's a definite no for you, know that there are also independent newsstands run by people who share your values. This is the case with Basta, in Bordeaux, for example, which distributes among others Climax, Gaze and Flaash.
- Would you rather shout about the news? Discover our feature with Le Bruit qui court, which brings back the profession of newspaper hawker.
- If you're doing a very (very) DIY self-publishing venture or starting from scratch and want to save on printing costs, you can ask your community to print and distribute your magazines themselves. This is what the American monthly Wired did for this little fanzine.
- For one shots, this is exactly where this service comes in handy—it lets you print and mail newsletters, postcards, and fanzines. We haven't tested it ourselves, but if you do give it a try, we'd love to hear what you think.
- The magazine Les Autres Possibles created a comprehensive guide for distributing its publication. Their approach? "Opening points of sale – and sometimes closing them –, delivering issues at each release – on foot, by bike or by car –, collecting unsold copies, tracking sales, invoicing distributors, ensuring human and accounting oversight of this whole operation. And also, being present at events to sell directly, raise awareness, meet our readers, etc. "
- In addition to a distributor or broadcaster, discover the role of bookseller relations manager with Emmanuelle Josse, cofounder of the magazine La Déferlante, on our Chemins podcast.
- Make life easier for your readers! Like the local magazine Première Pluie (free and brilliant, I might add), be sure to publish on your website and your social media a list of all the places where people can find your item, or clearly indicate how to order it.
Make visible
A print media doesn't sell itself: you need to make it visible and desirable. Work on your cover! Your website and a good newsletter are key tools. Social media can also be valuable allies, as long as you don't reveal too much of the content. The goal is to make people want to own the physical object, not just read the article.
A few ideas for inspiration
- Special issues show that strong visuals and an object designed as a collectible piece can boost sales, as Time did with its special editions. Their "Person of the Year" issue featuring Taylor Swift saw a 365% sales increase compared to other editions.
- AOC, an online daily, now also comes out as a quarterly print magazine. The twist: the physical version adapts the site's content through a thematic approach, creating a different reading experience without doubling production. It reaches new audiences through train stations, bookstores, and newsstands.
- La Déferlante, Kometa, Fracas…Does a good magazine come down to a good newsletter? We think so. So we're sharing our tips for creating a great one with you for free.
- On the communication side, don't hesitate to share excerpts from your publication in your newsletter, on Instagram… or aim even bigger. A personal favorite: Invendable magazine's posts. This summer, the team enlivened their feed with Bourbier, a mini-documentary series in several episodes directed by Léa Amoros. Released every three days, it followed journalists on the road and revealed the behind-the-scenes reality of their reporting from the inside. An immersive format that extends the reading experience, creates a regular meeting point, and strengthens the bond with the community.
- Organize a launch event when each issue comes out: this could be a simple evening at a bar, or a more editorial moment like a panel discussion or readings with the authors of your publication. It's a chance to bring together and thank your supporters, sell your first issues, and build a sense of community around your project.
Learn and get inspired
Launching a print media publication combines craft, technique and creativity. It can be complex! Training programs exist to better understand the ecosystem. It's also entirely possible to draw inspiration from the testimonies of magazine founders (building a network is key), explore the behind-the-scenes of production, discover other projects in France and abroad… All of this feeds into your own approach.
A few ideas for inspiration
- Fontaine O Livres association offers numerous training sessions on design, the graphic chain, law, management and marketing of a paper object.
- On the L'Imprimé Populaire website, you'll find stories about practices, tools and design and printing techniques. The organization also offers workshops to gently familiarize yourself with screen printing, engraving and lithography.
- Welcome to the magazine's Pinterest. A treasure trove to fuel your graphic design inspiration.
- My three favorite media sources to keep up with print magazines and objects: Print (articles, interviews and podcasts on graphic design in print), Stack (case studies from independent publishing professionals), Magculture (magazine curation and behind-the-scenes insights).
- Would you rather lose yourself browsing the shelves? Visit the Fanzinarium in Paris, or the Fanzinothèque in Poitiers. Two places that archive a multitude of highly independent publications.
- Last but not least, we recommend getting the Abécédaire d'auto-édition féministe, designed by the Labrosse sisters, cofounders of (the now defunct) Censored magazine and trouble editions. This guide is useful for anyone who wants to print, not necessarily feminist publications. An honest book born from their own experience, packed with genuinely practical advice to get started.
And at Médianes?
- Médianes is more than just a magazine: it's also a studio that supports the creation and development of projects, online and in print. From idea to implementation, we help teams structure their projects, plan their distribution, and find appropriate funding models. Discover an overview of our expertise.
- Do you have a media idea (print or digital) but don't know where to start? Would you like to structure a project already underway? Would you benefit from support tailored to the needs and realities of the ecosystem? Our "Create a Media" course might be right for you, and there are funding options available.
- Before being a training program, this method also exists in print form: to get Creating a Media, our practical handbook for anyone wanting to launch an independent and committed media outlet. This project brings together our method, our advice, and experience feedback from media founders.
- To find even more paper inspiration this way, and to discover our team's Top 50 magazines, head here.
