Custom publishing for an ADD* world
The total market for custom publications--including business-to-business publications, magazine-style newsletters for Fortune 500 companies, in-flight magazines, and brand-centered travel, leisure, and health magazines--is topping $22 billion after several consecutive years of 15 percent growth, according to the Custom Publishing Council, quoted in Media Daily News.
According to Jane Ottenberg, co-founder and president of the custom publisher The Magazine Group, "engagement is key" to understanding the appeal of custom publications, because "we're an ADD* society where people are being inundated with messaging, and people want to choose when, where, and how they get that messaging. You've seen that with iPods and TiVo--and in a way, custom publications are providing that choice and control for magazines. On the one hand, people can choose when they want to read it, or even if they're going to read it--but by the same token, when they do, you can engage people with your brand for a longer period of time."
*(ADD = attention deficit disorder)
posted by D. B. Scott at
8:53 am
1 Comments:
Custom published magazines serve useful purposes for the advertiser to send a controlled message to the reader. The notion that they enable people to choose when, where, and how they get "messaging" is nonesense. Most recepients don't ask for the magazine and there is almost no public data on what percent actually read it when it intrudes on them. Unlike real paid magazines they are uninvited and to suggest they enhance choice in an ADD-Ipod generation is self serving and false marketing by the custom publishing association.
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