costing and distributing Zines

"Money is a consideration for almost everyone doing zines. With your zine do you expect to: (A) lose money; (B) break even; or, (C) make a little money? If you expect to make a little money, well, think again. If you expect to lose money, good for you. I lose money on most of my projects. But I consider the non-financial rewards to be more than worth it. (What are they, you ask? Well, mail, other zines, positive feedback, new friends, stuff like that...) And if you want to break even, well, you've got a really good chance!

"You need to figure out a balance between your cost and your price -- you don't want to charge too much, but you don't want to go totally broke either. Your cost will obviously depend on the number of pages in your zine. Your price should be as low as you can afford, and will depend on your distribution. Keep in mind that $1 is a standard zine price -- if you're charging $3 (even if that's your cost), a lot of people simply won't risk $3 on something they've never seen before. Keep your zine small and keep the price low.
For example, a typical half-size zine, at 20 pages (5 double-sided xeroxes) will cost you 65¢ at Kinko's (if you find a cheaper place, use it!!) If you charge $1 for it, you'll make a little money when you sell it in person, break even if you sell it in a store, and lose a little bit when you mail it. It should come out about even. If your zine's a little bigger, you might want to put $1 on the cover, and charge $1 + postage by mail. Like I said, sell it for as little as you possibly can -- and when pricing it you should also take into consideration how many you plan on doing. Losing 25¢ each on 50 copies is a few day's lunch money. But 25¢ each on hundreds of copies could break you for sure.

"There are several ways to get a zine out into the world, including: giving out/selling copies yourself (at shows or school or whatever); doing mailorder yourself; having other mailorder/distribution places handle copies; and, selling it in stores.
Distributing it yourself involves two possibilities, doing it in person or through the mail. In person you have the most options, you can sell it or give it away, and even sell it to some people and give it to others. Doing mailorder yourself is the most popular approach by far -- you need to figure out a price that will include postage and then get exposure for your zine through ads and reviews. (You can either charge the cover price, or add extra for shipping. A lot of zines will make it on one 32-cent stamp, others need 55-cents postage. Take a copy, or a blank one of the same weight, down to the post office and find out.)
There are a few distributors of zines, but very few of them are carrying new zines anymore, and they're generally difficult to deal with. Until you've been doing zines for a while, it's not even worth worrying about them. When you think you're ready, you can find out from other zines who distributes them, and send sample copies and wholesale info to those distributors.
Selling directly to stores (or more likely, putting on consignment) is also an option. Any store that you or a friend can get to (on a regular basis) is a good place to try and put copies on consigment. You may have to negotiate the amount with each store individually, but you should get 60-75% of the cover price. Don't take less than 50%, ever. You'll have to make up a consigment slip and have it signed by someone with authority, unless they have one already. Usually you set a time limit on the consignment, and at the end of that time, they have to give you money for all the copies they don't have and give you back whatever's left. But you can work this out depending on your relationship with the store.
There's lots of combinations of this depending on what you can afford and how into it you are. You could give it away locally in stores or at shows, but charge for it by mail. Or only do it by mail. Do whatever you feel comfortable with. "

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