Outsourcing design, keeping control: How these publishers boosted production without losing their identity

When it comes to sustaining local journalism, design might not be the first word that comes to mind. But for a growing number of publishers, getting publication design right—and done efficiently—has become a game changer. In a recent Editor & Publisher webinar, four publishers representing jazz, lifestyle, weekly and community newspapers shared how outsourcing their layout and ad production to Design2Pro has delivered more than just time savings. It’s given them peace of mind, sharper publications, and in some cases, a second chance to stay in business.

The conversation, hosted by E&P’s Mike Blinder, featured Howard Barbanel, executive vice president at Design2Pro, joined by Laurence Donohue-Greene of The New York City Jazz Record, Julie Main of the San Diego Community Newspaper Group, Jennifer Hunt Murty of Ocala Style and the Ocala Gazette, and Bob Fertsch of Shore Local Magazine. Each brought a different perspective—but echoed a shared theme: outsourcing didn’t mean giving up control. It meant getting control back.

Rescuing the rhythm: Saving a jazz institution

Laurence Donohue-Greene, managing editor of The New York City Jazz Record, didn’t come into the conversation to talk hypotheticals—he came to share how outsourcing his design team likely saved his paper.

“When I co-founded the paper, my business partner handled all the design,” Donohue-Greene explained. “But when he gave notice, I honestly thought that was the end of the publication.” A printer referral led him to Design2Pro. The switch not only stabilized operations—it preserved the paper’s visual voice. “I wanted the transition to be seamless. I didn’t want anyone to notice a massive interior change. There have been no complaints—if anything, people think we’ve improved.”

From quick turnarounds to ad support, he credits the Design2Pro team for handling the puzzle-like complexity of each monthly issue. “It’s a stressful business,” he said. “But there’s a calming factor knowing it’s going to get done when you send them an email.”

Seven publications, one system, zero drama

In San Diego, Julie Main has been publishing community newspapers since 1988. When she acquired additional publications in 2011, her full in-house graphics department couldn’t scale. “That’s when I switched to Design2Pro,” she recalled. “There was a learning curve, but it’s been great.”

Main now runs seven titles—some biweekly, others monthly—and relies on Design2Pro not only for pagination but also for nearly 90% of her ad design and media kits. Her favorite part? The ad portal. “It’s incredibly intuitive,” she said. “It was clearly built by people who understand how newspapers work.”

According to Main, her sales team initially hesitated. But once they started using the portal, “they were amazed. We’ve had moments like ‘Oh my gosh, this design is amazing. My client is thrilled.’” She emphasized the creative flexibility the system provides, while maintaining simplicity: “It mimics exactly how we worked in-house, just better and faster.”

A better alternative to burnout

Jennifer Hunt Murty wears many hats: owner, publisher, journalist—and until recently, she also handled all the design needs of Ocala Style and the Ocala Gazette. Based in Florida’s horse country, she struggled to hire and retain quality in-house designers. “Even when I found someone, it was hard. Some artists have difficult personalities,” she shared. “You’re trying to manage the drama, and meanwhile the work still needs to get done.”

Then a colleague in a neighboring county recommended Design2Pro. “I was at a moment of crisis. I had no one. And he said, let me introduce you.” That introduction changed everything. “It has gone so much better than I imagined,” she said. “I’m the client now—not the employer taking abuse. It’s brought me so much relief.”

Murty sent the Design2Pro team her InDesign templates to ensure visual continuity. “For our weekly paper and our lifestyle magazine, we had clear rules. They followed them exactly.” As a result, “our team was surprised at how fast the turnaround was—and how few corrections we ever have to make. If there’s a correction, it’s usually our fault.”

From 28 pages to 100—with just a pencil sketch

Bob Fertsch launched Shore Local Magazine ten years ago. Back then, he published 28 pages. Today, during the summer season, his magazine can run over 100. But his staff hasn’t grown much. “I’m the staff,” he said with a laugh. “I do sales. I deliver the paper. My wife edits the content. That’s it.”

Despite the growth, Fertsch has never hired an in-house designer. Instead, he’s worked with Design2Pro from day one. “I literally draw boxes on a piece of paper for the ads, hand it to my wife, and they turn it into a beautiful publication in 24 hours.”

Fertsch emphasized the value of having a publication-specific designer who gets to know the product. “They respect every minute of our time,” he said. “They want to finish too. And they work with our rhythm.” He credits the partnership not only for design excellence but also for his magazine’s survival. “We couldn’t have pulled it off any other way.”

Speed, support, and scalability—without sticker shock

Howard Barbanel made it clear that Design2Pro’s value isn’t just in execution—it’s in the entire support ecosystem. “Every publication gets dedicated designers and project managers,” he said. “You’re not being bounced around. And we can replicate existing designs or help evolve them—your call.”

For ad production, a shared bullpen model ensures fast turnaround. “If we get your ads before lunch, chances are you’ll have the proof the same day,” Barbanel said. “Changes typically take under 90 minutes, and there’s no upcharge for rush work.”

Design2Pro includes access to stock photography, custom media kits, spec ads, and even email newsletter design. “Anything graphic, we include. There’s no nickel-and-diming, no overtime, no hidden fees,” he said. “Just a flat per-page rate. Most clients save 50 to 70% over doing it in-house.”

Advice from the field: If you’re on the fence, jump

The panel ended with each guest offering advice to publishers hesitant about outsourcing. For Hunt Murty, it’s all about trust and systems. “We set up Dropbox folders with our sections. They follow our rules, and it’s consistent. They make it easy.”

Donohue-Greene put it simply: “I was about to call it quits. Design2Pro made it possible to keep going.”

Julie Main emphasized the combination of simplicity and sophistication. “They didn’t just replace our internal process—they improved it. And my team loves the results.”

And Fertsch closed the session with a clear message: “Absolutely go for it. With the speed, the savings, and the adaptability, I don’t see how we could have done this any other way.”