Mr. Magazine

Publishing During A Pandemic (15)

“Now more than ever, we’re relying on communication channels to stay safe, to stay sane, to do our jobs, and to hold our communities together while we have to remain distant from each other. A good percentage of our customers’ products feature content about COVID-19 right now, including both consumer periodicals and specialized trade journals. The Pennsylvania governor was right, printing is indeed life-sustaining.” … David Fry

 “We’re emphasizing regular communications with both employees and clients. The most important messages to both audiences include the specific steps we’re taking to keep everyone safe, and what we are doing to ensure we’re here for our customers for the long haul.” … David Fry

In 1934, Fry Communications, Inc. in Pennsylvania began as one of the first publishers of weekly shopping guides. A small family operation, the company focused on publishing – but not printing – that shopper for over thirty years. Henry Fry, the current Chairman of the Board, purchased the company’s first offset press in 1967. The rest they say is history.

David Fry is chief technology officer for the family-owned company. I spoke with David recently and he said that during this pandemic the company was operating fairly normally, but very cautiously. Since the governor of Pennsylvania deemed printing a “life-sustaining industry,” Fry Communications has remained open to serve their customers, with employee safety paramount .

“We’re emphasizing regular communications with both employees and clients. The most important messages to both audiences include the specific steps we’re taking to keep everyone safe, and what we are doing to ensure we’re here for our customers for the long haul.”

David feels magazines and magazine media are more relevant than ever with the uncertain times we’re all living in. The information and content on the pages of a magazine not only informs and entertains, but can also be one of those, “communication channels we have to stay safe and to stay sane.”

So, please enjoy the 15th Mr. Magazine™ interview in the series of Publishing During A Pandemic with David Fry, chief technology officer, Fry Communications.

But first the sound-bites:

On how Fry Communications is operating during the pandemic: Fry Communications is operating essentially normally, albeit with extreme caution. The governor of Pennsylvania has deemed printing a “life-sustaining industry” and we are making great efforts to serve our customers while keeping our employees safe.

On the steps being taken to ensure the safety of his employees still working onsite: We started planning for COVID-19 mitigation measures in the first week of March. We asked our customers to stop visiting the plant for press inspections the following week. Nearly all non-production staff members, such as finance, sales, HR, IT, etc., are working from home. We have been educating our team members about the necessary safety protocol for five weeks now, washing hands regularly, wiping down your workspace frequently during a shift, stay home if you’re experiencing any symptoms, etc.

On whether the pandemic has impacted any of his client’s printing schedules: We have definitely seen volume reductions, in all forms. Some periodicals have reduced page counts or print runs, and some are skipping issues all together. Some vertical and geographic markets, like travel and NYC, have been affected more than others.

On whether he has seen any shortages in paper, ink or workforce: No, we haven’t seen any shortages in materials or manpower yet and we don’t foresee any.

On if he had ever imagined something like a pandemic happening: No, we certainly never considered the problems around a pandemic putting most of the country on lockdown. Like everyone, we were initially shocked to see how quickly everything changed.

On what message he’s communicating with his clients and employees during this time: We’re emphasizing regular communications with both employees and clients. The most important messages to both audiences include the specific steps we’re taking to keep everyone safe, and what we are doing to ensure we’re here for our customers for the long haul.

On what he thinks makes magazines and magazine media relevant today: Now more than ever, we’re relying on communication channels to stay safe, to stay sane, to do our jobs, and to hold our communities together while we have to remain distant from each other.

On any additional words of wisdom: While no one knows what the next six to nine months will bring, we’re optimistic there will be a rebound in the magazine marketplace this summer.

On what keeps him up at night: Right now a lot of things keep me up at night! But let’s hope Congress does something to keep the USPS properly funded in the next two months.

And now for the lightly edited transcript of the Mr. Magazine™ interview with David Fry, chief technology officer, Fry Communications.

Samir Husni: How is Fry operating during this pandemic?

David Fry: Fry Communications is operating essentially normally, albeit with extreme caution. The governor of Pennsylvania has deemed printing a “life-sustaining industry” and we are making great efforts to serve our customers while keeping our employees safe.

Samir Husni: Since you can’t print from home, what are the steps being taken to social distance and ensure everyone is well at the workplace?

David Fry: We started planning for COVID-19 mitigation measures in the first week of March. We asked our customers to stop visiting the plant for press inspections the following week. Nearly all non-production staff members, such as finance, sales, HR, IT, etc., are working from home. We have been educating our team members about the necessary safety protocol for five weeks now, washing hands regularly, wiping down your workspace frequently during a shift, stay home if you’re experiencing any symptoms, etc.

We enforce a two-week quarantine for any employees who report symptoms either in themselves or family members. We’re staggering break periods to prevent people from clustering in small areas. Our sanitation team has greatly increased its efforts around cleaning bathrooms, break areas, doorknobs, etc. We mandate that anyone visiting the plant for pickups or deliveries must wear a face mask.

Samir Husni: Has there been any impact so far on publishing frequencies, printing, mailing, etc.? Any change in your client’s print schedules, such as  skipping issues, reducing print run, etc.?

David Fry: We have definitely seen volume reductions, in all forms. Some periodicals have reduced page counts or print runs, and some are skipping issues all together. Some vertical and geographic markets, like travel and NYC, have been affected more than others.

Samir Husni: Are you seeing any shortage in paper, ink, or workforce?

David Fry: No, we haven’t seen any shortages in materials or manpower yet and we don’t foresee any.

Samir Husni: Did you ever in your worst nightmares imagine something like this could happen?

David Fry: No, we certainly never considered the problems around a pandemic putting most of the country on lockdown. Like everyone, we were initially shocked to see how quickly everything changed. Things that seemed impossible to imagine on a Monday became commonplace by Wednesday. We quickly learned to respond to the problems dynamically, however, and the team has risen to the challenge amazingly well. It has been a great time to relearn the old adage, “Worry about what you can control and ignore the rest.”

Samir Husni: What message are you communicating with your employees and clients during this uncertain time?

David Fry: We’re emphasizing regular communications with both employees and clients. The most important messages to both audiences include the specific steps we’re taking to keep everyone safe, and what we are doing to ensure we’re here for our customers for the long haul. The responses from our customers have been overwhelmingly positive and hugely gratifying to the team working in such trying conditions.

Samir Husni: What makes magazines and magazine media relevant today?

David Fry: Now more than ever, we’re relying on communication channels to stay safe, to stay sane, to do our jobs, and to hold our communities together while we have to remain distant from each other. A good percentage of our customers’ products feature content about COVID-19 right now, including both consumer periodicals and specialized trade journals. The Pennsylvania governor was right, printing is indeed life-sustaining. One of our customers perhaps said it best: “[Our publication] has not missed a monthly issue since it was launched in June 1850. It would have been unthinkable for me to fail in my obligation to my subscribers and newsstand buyers. When this crisis passes, I would be very grateful to have the chance to thank Governor Wolf in person in Harrisburg.”

Samir Husni: Any additional words of wisdom?

David Fry: While no one knows what the next six to nine months will bring, we’re optimistic there will be a rebound in the magazine marketplace this summer. I think about the famous Sam Walton quote on the 1991 recession: “I’ve thought about it and I decided not to participate.” He knew it was a great time to invest and win market shares from his competitors. We think many other businesses will respond similarly and we’re hopeful that magazine media will benefit from that burst of economic activity.

And my typical last question; what keeps you up at night?

David Fry: Right now a lot of things keep me up at night! But let’s hope Congress does something to keep the USPS properly funded in the next two months.

Samir Husni: Thank you.