One factor that can have a major impact on your printing costs is the actual paper (often referred to as “paper stock”) on which your magazine will be printed. All paper stock is definitely not created equal, so having some background will help you make the right choice.

A number of different factors go into determining the right paper stock for your publication, all of which have to be balanced against budgetary requirements and the preferences of your intended audience. For example, for a high-end magazine with a more sophisticated look and feel, a heavier, higher-quality paper stock might be more appropriate. In contrast, a lighter, thinner paper stock is generally sufficient for mass-market, general interest magazines.

Print specialists often use numerical values (e.g., “40-pound,” “60-pound,” etc.) to refer to paper weight. In general, a smaller number refers to a lighter, thinner paper stock. You also may hear terms like “text” or “cover” stock, which refer to the type of paper and its intended use. All of this can be daunting when visualizing what a “60-pound text stock” would look and feel like in a printed, finished product. And rightly so.

Let us help you select the perfect paper for your project.

H/t: Picante Interactive

This article is part of our series on paper selection. Each week we will share our favorite snippets of articles related to all things print.