2005 PUBLICATION PRINTING Outlook -- Readers Paying the Price

"Sales-through rates don't change. They are still in the 37 to 40 percent range, so publishers will print 10 copies to sell four," the journalism professor explains. "With subscriptions, if you have four subscribers you print four copies. The industry is going to see higher volumes of printing."

Newsstand sales can also influence the nature of the publications themselves. A heavier grade of paper may need to be used to ensure that magazines stand up on the shelf and in the rack, Husni points out. Side-by-side comparisons and cover prices may dictate the use of better looking paper.