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Media Intelligence : 2009 - 2010
custom magazines BRAND LOYALTY COMPLEMENTS MARKETING EFFECTIVENESS Buoyed by strong international research, local custom publishers are going from strength to strength as marketers look for solutions that cut through and engage their customers on an intimate one-on-one level. Custom magazines increase brand loyalty and give marketers the opportunity to control the message they are sending to readers. Publishers Australia has been particularly pro-active with its support of custom publishers by setting up the Custom Publishing Leadership Group which will establish alliances with complementary international organisations with the aim of developing local case studies that demonstrate the value of custom publishing to potential clients. Custom publishers are also looking beyond the printed page and coming up with innovative and cost-effective solutions for clients that are targeted to specifi c audiences with the delivery method and medium cleverly segmented according to the expectations of the recipient. The clients of custom publishers know exactly who their audience is and what they want and this is resulting in a growing, vibrant industry sector. A highly targeted marketing tool Bobbi Mahlab MD, Mahlab Media own informed decisions. Businesses are also beginning to understand the value of creating their own credible communication media rather than relying on PR or third parties to tell their stories. There has been signifi cant growth in custom publishing in the UK over the past few years – what do you attribute this to, and how do you think the local industry can benefi t or learn from this success? Custom publishing has proved to be an effective tool at a time when the media landscape has changed signifi cantly and marketers have been looking for alternatives to traditional advertising and media. We have moved into a world where the consumer decides what information they want, how and when. Organisations have learned that the hard sell is no longer the way to attract and retain customers and people want to make their 43 MEDIA Trends + Strategy p42-43,45_customMags.indd 42 p42-43,45_customMags.indd 42 3/7/09 12:02:06 PM 3/7/09 12:02:06 PM The UK’s Association of Publishing Agencies, which represents custom publishers, has done a fantastic job professionalising the industry and conducting research to measure the worth of print and digital custom publishing and its return on investment. They, and their counterpart in the USA, the Custom Publishing Council, have provided a research model that Publishers Australia is replicating here. The Custom Publishing Leadership Council within Publishers Australia will this year conduct landmark research to establish the local effectiveness of custom publishing. What is the value proposition for custom publishing when presenting to a potential client? We live in an information-rich world where people seek good, relevant information that meets their specifi c needs. Custom publishing is a highly targeted marketing tool that allows organisations to relate to customers and potential customers by giving them useful information and an authentic experience. It allows organisations to create and sustain those bonds and then leverage them, whether this is by showcasing services, demonstrating authority and expertise, creating a community, or generating leads and sales. Is it essential to off er an integrated solution with print and online? Can you give an example of how it is working? Integrating print and online solutions today should be a given. Assuming you are catering to an audience that is online, at the very least it is maximising use of the content you have. At the very most, it is creating important, additional ways to interact with customers and extend your relationship with them. Many publishers and clients are choosing to produce digital versions of printed magazines with page-turning click-through technologies that provide distribution savings and can generate additional audiences. Many are re-purposing content to upload to a client’s main website. But it is the micro-sites of titles working in collaboration with printed titles that I think represent the future.
MT Resource 2010