Why
Custom Publishing?
While other
marketing vehicles are sometimes allowed into your customers' homes
and offices – often begrudgingly – only custom publishing
is welcomed in, invited to stay, and encouraged to visit again.
Strictly speaking,
a custom publication is a magazine that is produced for a marketer
and delivered to a targeted audience. But that loose definition
doesn't even begin to describe the many benefits a custom publication
offers as a marketing tool.
Only custom
publishing allows you to create and maintain a regular, anticipated
dialogue with your customers. A custom publication makes it possible
for you to connect with your customer on an emotional level, a connection
that continues long after the sales transaction. As a result, only
custom publishing allows you to simultaneously:
* Strengthen
your relationship with your visitors.
* Maintain a sustained dialogue that keeps your destination top-of-mind.
* Build loyalty and improve trust in a way that traditional advertising
and marketing vehicles do not.
Airlines, with
their glossy in-flight magazines, have long understood the value
of custom publishing. Today, many other groups such as the automotive,
retail, travel, leisure and tourism industries have discovered that
custom publishing is one of the most effective ways to remain competitive
and relevant to their customers.
In 2005 alone,
companies spent $1.5 billion for custom publishing services, and
third-party advertisers spent approximately $900 million for space
in custom publications.
