The best paper weight for a magazine depends on the type of publication, page count, binding method, desired look and feel, and whether the magazine will be mailed to readers.
As a practical starting point, many magazines use 90gsm to 130gsm paper for the inside pages, with 170gsm to 250gsm for a separate cover. A magazine using the same paper throughout, known as a self-cover, will often use a heavier stock to give the finished publication sufficient substance and durability.
There is no single GSM that is right for every magazine. A premium consumer title may benefit from heavier paper, while a high-pagination subscription magazine may deliberately use a lighter stock to control weight, printing costs and postage.
Cliffe Enterprise has worked with magazine publishers since 1991. We help publishers choose paper specifications by considering print quality, pagination, binding, distribution and postage together rather than selecting paper weight in isolation.
Quick Guide to Magazine Paper Weights
| Magazine component | Typical paper weight | Common use |
|---|---|---|
| Lightweight text pages | 70–90gsm | High-pagination or postage-sensitive magazines |
| Standard magazine text | 90–115gsm | General consumer, trade and membership magazines |
| Premium text pages | 115–150gsm | Image-led and higher-quality publications |
| Self-cover magazine | 115–150gsm | Same paper used throughout the magazine |
| Separate magazine cover | 170–250gsm | Heavier cover with lighter inside pages |
These are practical starting points rather than fixed rules. Paper type also matters: two papers with the same GSM can have different thickness, opacity, stiffness and feel.
What is GSM?
GSM stands for grams per square metre and is the standard measurement used to describe the weight of paper. For example, 100gsm paper weighs 100 grams per square metre.
A higher GSM generally means a heavier sheet of paper, but GSM does not directly measure paper thickness. Two different papers with the same GSM can have different thickness, stiffness, opacity and bulk depending on how the paper is manufactured.
This is why choosing magazine paper purely by GSM can be misleading. A bulky uncoated 100gsm stock, for example, can feel quite different from a 100gsm coated paper even though both have the same nominal weight.
Common GSM Paper Weights for Magazines
For magazine printing, the most commonly considered weights are:
70–90gsm – lightweight stocks useful for high-pagination publications or where keeping the finished mailing weight down is important.
90–115gsm – a common range for general magazine inside pages, offering a good balance between print quality, feel and finished weight.
115–150gsm – heavier text stocks that can give image-led or premium publications a more substantial feel. This range can also work well for self-cover magazines.
170–250gsm – commonly considered for separate magazine covers where greater stiffness and durability are required.
The correct choice depends on the publication rather than simply choosing the heaviest paper within budget.
Self-Cover vs Separate-Cover Magazine Paper Weights
One of the first decisions when choosing magazine paper is whether the publication will use a self-cover or a separate cover.
A self-cover magazine uses the same paper stock and GSM for the cover and inside pages. A separate-cover magazine uses a heavier paper for the outer cover while the text pages are printed on a lighter stock.
Neither approach is automatically better. The right choice depends on page count, binding, circulation, desired appearance, durability, budget and whether the magazine will be mailed.
What paper weight should a self-cover magazine use?
Self-cover magazines commonly use paper in the 115gsm to 150gsm range, although lighter or heavier stocks can be appropriate depending on the publication.
Because the same stock is used throughout, the paper needs enough substance for the outer pages to function as the cover without making the complete magazine unnecessarily heavy.
Self-cover can work particularly well for publications that want a contemporary feel, lower page counts or a simpler production specification.
What paper weight should a magazine cover use?
Where a magazine has a separate cover, a common starting range is 170gsm to 250gsm, combined with lighter inside pages such as 90gsm, 100gsm, 115gsm or 130gsm.
The cover should normally feel sufficiently substantial compared with the inside pages without being excessively heavy or stiff. The appropriate relationship between cover and text weight also depends on the binding method and page count.
Does binding affect the paper weight you should choose?
Yes. Paper weight, thickness and page count all influence how a magazine behaves when it is bound.
For saddle-stitched magazines, increasing the number of pages or using heavier paper increases the thickness at the fold and can affect how flat the finished magazine sits. Perfect-bound and PUR-bound magazines can accommodate higher page counts, but the paper specification still affects the thickness, flexibility and feel of the finished publication.
What Is the Difference Between GSM and Microns?
GSM and microns measure two different characteristics of paper. GSM measures the weight of the paper, while microns measure its thickness.
A micron is one-thousandth of a millimetre. For example, a sheet measuring 100 microns is 0.1mm thick.
This distinction matters when choosing paper for a magazine because two papers with the same GSM can have different thicknesses. The manufacturing process, fibre composition, coating and bulk of the paper can all affect how thick and substantial it feels.
What does paper bulk mean?
Paper bulk describes the relationship between a paper’s weight and its thickness. A higher-bulk paper is thicker for a given GSM, while a lower-bulk paper is thinner and denser at the same weight.
This means a publisher can sometimes achieve a more substantial-feeling magazine without simply increasing the GSM. Conversely, choosing a dense, heavy stock purely because of its GSM can add unnecessary finished weight without producing the feel the publisher expected.
Why does paper thickness matter for magazines?
Paper thickness affects the overall bulk, flexibility and handling of the finished magazine. As page count increases, even a small difference in the thickness of each sheet can make a noticeable difference to the finished publication.
Thickness can also influence binding, spine width and how the magazine sits when closed. This is why paper should ideally be assessed using physical samples rather than choosing a specification from GSM alone.
How to Choose the Right Paper Weight for Your Magazine
The right magazine paper weight is a balance between appearance, print quality, durability, finished weight, binding, postage and budget. Rather than choosing a GSM in isolation, publishers should consider how the complete magazine will be produced and distributed.
1. Consider the number of pages
Page count has a major influence on the finished weight and thickness of a magazine. A 200-page publication may need a very different paper specification from a 32-page magazine, even where both publishers want a similar finished feel.
As pagination increases, lighter or higher-bulk papers can help control the overall weight and thickness of the publication.
2. Consider how the magazine will be distributed
If magazines are mailed individually to subscribers or members, paper choice can directly affect postage costs. A small increase in the weight of every page can become significant across the complete publication and potentially move the finished magazine into a different postal weight band.
Publishers should therefore calculate the expected finished weight before approving the paper specification.
3. Consider the content and design
Image-led magazines may benefit from a coated stock that reproduces photography and colour differently from an uncoated paper, while other publications deliberately choose uncoated stocks for their appearance and tactile character.
GSM alone does not determine print quality, so paper type and paper weight should be considered together.
4. Consider the binding method
The combination of page count, paper thickness and GSM affects how the finished magazine binds and handles. The paper specification should therefore be checked against the proposed binding method before production.
5. Compare physical paper samples
Paper specifications are difficult to judge from a screen. Two stocks with similar technical specifications can look and feel noticeably different when handled.
We can send publishers physical paper samples so that different weights, finishes and paper types can be compared before the final magazine specification is agreed.
Recommended Paper Weights for Different Types of Magazines
There is no universal paper specification for every magazine, but the combinations below provide useful starting points. The final choice should be checked against page count, binding, print process, distribution method and the look and feel required.
Type of publication Inside pages Cover Typical consideration High-page-count magazine 70–100gsm 170–200gsm Controls overall weight and thickness Subscription or membership magazine 80–115gsm 170–250gsm Balances quality with mailing weight General consumer magazine 90–130gsm 170–250gsm Flexible balance of quality and cost Premium/image-led magazine 115–150gsm 200–300gsm More substantial feel and image presentation Self-cover magazine 115–150gsm Same as text Simple specification and consistent feel Trade/B2B magazine 80–115gsm 170–250gsm Practical balance of quality and production cost What is the most common paper weight for a magazine?
There is no single standard magazine paper weight, but 90gsm to 115gsm is a common range for inside pages, while magazines with separate covers often use approximately 170gsm to 250gsm for the cover.
Higher or lower weights can be entirely appropriate depending on pagination, paper type, binding, circulation and distribution method.
Is heavier paper always better quality?
No. A higher GSM does not automatically mean better print quality or a better magazine.
Paper quality depends on characteristics including surface, opacity, bulk, stiffness, coating and suitability for the printing process. A well-chosen lighter stock can produce a better finished magazine than a heavier paper that is poorly matched to the publication.
How Does Paper Weight Affect Magazine Postage Costs?
Paper weight can have a significant effect on the cost of mailing a magazine because every page contributes to the finished weight of the publication.
The impact becomes greater as pagination increases. A relatively small change in GSM across a high-page-count magazine can add considerable weight to each finished copy and, across thousands of magazines, substantially increase the total weight being mailed.
Where a publication is close to a postal weight threshold, changing the text paper, cover weight or pagination may reduce the finished mailing weight and therefore the postage cost.
Should I choose lighter paper to save postage?
Not automatically. Postage is only one part of the magazine specification.
The objective should be to find a paper that gives the publication the required appearance, opacity, print performance and durability while avoiding unnecessary weight. In some cases a lighter or higher-bulk stock can achieve this without compromising the finished magazine.
We can calculate the likely finished weight of a proposed magazine specification before it is printed and assess the paper choice alongside the mailing requirements.
For a detailed explanation of mailing options, weight, Magazine Subscription Mail and ways to reduce mailing costs, see our UK magazine postage costs guide.
What GSM paper is best for a magazine?
For many magazines, 90gsm to 115gsm is a useful starting range for inside pages, with 170gsm to 250gsm commonly considered for a separate cover. The best GSM depends on page count, paper type, binding, distribution and the desired appearance of the publication.
Is 100gsm paper good for magazines?
Yes. 100gsm can be an excellent choice for magazine inside pages, particularly where publishers want to balance print quality, opacity, finished weight and postage costs. The suitability of a particular 100gsm paper also depends on its type, coating, bulk and the design of the magazine.
Is 130gsm good for a magazine?
Yes. 130gsm gives magazine pages a more substantial feel and is commonly suitable for image-led or lower-page-count publications. For magazines with many pages or large subscription mailings, the additional finished weight should also be considered.
What GSM should a magazine cover be?
A separate magazine cover will often use approximately 170gsm to 250gsm paper, although lighter or heavier stocks can be appropriate. The cover weight should be considered alongside the text paper, page count and binding method rather than chosen independently.
What GSM should a self-cover magazine use?
Self-cover magazines commonly use around 115gsm to 150gsm, because the same paper is used for both the cover and inside pages. The appropriate weight depends on page count, binding and the desired feel of the finished magazine.
Does higher GSM mean thicker paper?
Not necessarily. GSM measures paper weight, not thickness. A higher GSM will generally be heavier, but two papers with the same GSM can have different thicknesses because of differences in paper bulk, fibre, coating and manufacturing.
What is the difference between GSM and microns?
GSM measures the weight of paper in grams per square metre, while microns measure its physical thickness. Both measurements can be useful when assessing how a paper will affect the feel, bulk and finished thickness of a magazine.
Can you send me magazine paper samples?
Yes. Cliffe Enterprise can send publishers physical paper samples so that different GSM weights, finishes and paper types can be compared before the final magazine specification is chosen.
Why Ask Cliffe Enterprise About Magazine Paper?
Magazine printing experience since 1991
Cliffe Enterprise has worked with magazine publishers since 1991. Our team helps publishers consider paper as part of the complete production specification, including print quality, pagination, binding, finished weight, postage and distribution.
Paper recommendations based on the whole magazine
We don’t recommend paper purely on GSM or price. The appropriate specification depends on what you are producing, how many pages it contains, how it will be bound, how it needs to look and feel, and how it will reach its readers.
Physical paper samples
We can send physical paper samples so you can compare different weights, finishes and paper types before making a decision. This is particularly useful when comparing papers with similar GSM specifications that feel noticeably different when handled.
Print and postage considered together
For mailed publications, we can assess the proposed paper specification alongside the likely finished magazine weight and postage requirements. This can help identify unnecessary weight before the magazine goes to print.
Need Help Choosing the Right Paper for Your Magazine?
Tell us your magazine size, page count, binding method, circulation and how the publication will be distributed. We can recommend suitable paper specifications and send you physical samples to compare.
If you already have an existing magazine, we can also review the current specification and discuss alternative papers where appropriate.
Request Magazine Paper Samples
Magazine specialists since 1991 | Paper samples available | Printing, mailing and distribution managed through one team