I'm the publisher of Aviator Magazine and as we are just in the middle of adding more recreational content, I thought I'd swing by and check out what the industry 'Bible' is covering so we don't duplicate topics when I came across this thread. I considered it for a while but felt I had to chip in my two cents' worth following the comment above that print costs were $410K in 2010. Any of you who have seen Aviator will hopefully agree that our print quality and design is easily the pick of the aviation magazine crop - we deliberately produce it as a glossy coffee table style publication (that's not to say it is any better than the others at all: it's just an in-house style decision we have for all our publications). Anyhoo, the moral of the story is that our print costs are by far and away our largest cost and we pay a hefty premium to get it to look as flash as possible. Our print run is similar to RAA Aus and the rest...BUT, without divulging anything overly confidential, our annual print costs for Aviator are almost HALF the figure quoted for your 2010 print cost audit. I really don't think that figure given can be correct. It must be for the overall cost of production and distribution, particularly as the 'publisher' back then was also the printing company but even if it was all inclusive it seems mighty high...