How taking a unique angle created a top-earning special edition

Special print editions are among the most-read and highest-earning products in student media. But why? 

Because special editions offer a value proposition different from more regular print runs. While a regular paper records the news of the day, a special edition can capture the spirit of an era or key moment, making it a definitive guide for newcomers or a prized souvenir for graduates.

Flash Media, the student media organization at Kent State University, knew this and launched a new special edition in collaboration with KSU Admissions. 

Taking Flight

Flash Media created Taking Fight, an orientation guide aimed at parents and guardians of incoming students, rather than the students themselves. 

The goal of this special edition was to “provide information to someone new to the system that wouldn’t instinctively know what to look for,” said Katrina Chandler, the director of student media at Kent State.

The guide features information about housing, dining, local attractions, health and safety, advising, financial aid, and more. 

Around 4,000 to 5,000 copies are printed each spring. The copies are distributed in person at summer orientations and sent home to the households of incoming freshmen.

The challenges 

Print costs have risen by more than 4% over the last few years, affecting many student media organizations and even prompting some to cut print altogether. 

“Our profit margin continues to get cut because the cost of printing goes up, but budgets aren’t rising,” Chandler said. 

Chandler admits that she’s considered transforming Taking Flight into an interactive PDF to accompany a lower-circulation print run.

Student turnover and bandwidth are also highly common struggles in the student media industry. The pain of this struggle is typically felt most during periods of new processes, such as implementing a new product. In Flash Media’s case, their design team is made up mostly of new students each year.

“Teaching a designer how to lay out a 50 to 60-page publication that is entirely designed either illustratively or photographically is also a challenge, but a great learning opportunity,” said Chandler. 

The impact

Both teams had a goal. KSU Admissions needed a publication to support parents at orientations, and Flash Media needed a revenue stream that offered advertisers a unique value. 

Over the last five years, Taking Flight has become one of Flash Media’s biggest revenue drivers of the year. 

“Flash Media is able to sell ads for the project, and the Admissions office pays for the design and writing of the publication,” Chandler said. “Some of those funds go to the designer for the extra work put into the project, and the rest goes back to Student Media.”

In addition to being a financial success, it also provides its students with a unique learning experience. 

“For the past two publications, we have decided to think about this project as more of a standout creative venture and publish something super unique that a student can really put their best work into and use as a portfolio piece,” Chandler said. 

How your organization can do it 

Before you implement any new product, like a special edition, you want to ask your team: 

• What’s the purpose of this special edition? (Ex. increase revenue, reach a new audience, increase visibility on campus, etc.)
• Is this special edition something that your audience wants or needs? 

Outside of orientation guides, here are examples of other special editions that your team can create: 

• Graduation issues 
• Housing guides 
• Restaurant/food & drink guides
• Best of campus 
• Career or internship guide 
• Voter guides 

What’s next

Read our guide about creating impactful special editions to learn more and read the most recent copy of Taking Flight. 

Need extra support to get started? Reach out to your flytedesk account manager.