Printing a first-class magazine for a first-class customer

In 1999, Carole Engblom took over as editor of St. Olaf magazine. One of her first priorities was to expand it from a strictly alumni publication to one that served all of the Northfield, Minn.-based college’s diverse audiences—students, parents, alumni, donors and other friends of the institution. She also wanted to give it the “coffee table” appeal of regional magazines like Minnesota Monthly and Mpls/St. Paul.

The result was a four-color, 52-page magazine filled with a rich array of in-depth news stories, lively features, extraordinary photography, college updates and alumni news and information. Prior to its editorial growth, St. Olaf magazine was published at a local printing company. But when the circulation reached 42,000 and printing demands grew, Engblom knew she had to find a printing company that could more easily handle a job this size.

“The minute I walked through the door, I could tell this was a first-class operation. Everyone from the receptionist and the press operators to Debbie and (GLS president) Gary Garner showed a high level of professionalism, and it was obvious from the beginning that they took great pride in their work.” – Carole Engblom, Editor – St. Olaf Magazine

“Publishing a magazine is a big project. We try to maintain a strict editorial schedule while still allowing for some flexibility. We needed a printer who could meet our demands and provide the high level of quality and customer service we required,” Engblom said. “St. Olaf magazine is our premier marketing tool.”

Mike Mihelich, a graphic designer at St. Olaf College, had worked with GLS account executive Debbie Schuller in a previous position, and he recommended to Engblom that GLS be included in the process to find a new printer for the magazine.

GLS won the bid, and the relationship started with a trip to the company’s 118,000-square-foot facility in Brooklyn Park. Engblom was immediately impressed with what she saw. “The minute I walked through the door, I could tell this was a first-class operation,” she said. “Everyone from the receptionist and the press operators to Debbie and (GLS president) Gary Garner showed a high level of professionalism, and it was obvious from the beginning that they took great pride in their work.”

The magazine is published three times during the academic year—August, December and April. Schuller keeps in contact with Engblom throughout the year, touching base with her approximately four to six weeks prior to the magazine’s scheduled publication date. “Debbie provides exceptional project management and customer service. She communicates with me and with the magazine’s art director, Cathy Schmitt, on a regular basis to make sure everything is on schedule. When we finally hand it off,” Engblom said, “we know it’s in very safe and capable hands.”

Once the file is received, GLS typically turns it around in 10 days and sends it to the company’s in-house mailing department for distribution. “GLS doesn’t just meet our tight deadlines, they usually beat them. They also have all their services under one roof, so they can do everything from scans and scatters to printing and mailing,” Engblom commented. “It’s reassuring knowing that the same people are working on the same assignments from issue to issue.”

Engblom has been so happy with her GLS relationship that she’s turned down several offers from other printers over the years. “There’s no reason to look elsewhere. We have a first-class printer printing a first-class magazine for a first-class college. This is as good as it gets.”