Custom Publishing—an industry similar in size
to other media sectors, such as consumer magazine publishing, radio, and network
television—but, unlike those sector’s products, which are available to everyone,
custom publications are highly targeted vehicles aimed at more specific, narrower
audiences, such as a company’s customer base or other select groups. Companies
utilizing custom publications have a need for a more versatile medium, one that can cover
their message, in its entirety, which cannot be told in a simple advertisement or
30-second radio spot.
'Custom publishing is becoming a preferred way for
companies to communicate with their customers. And that’s the reason nearly every
company is doing it…Custom publications tend to be a stable, almost fundamental part
of marketing programs.'
—Chris McMurry, CPC Chairman
The Custom Publishing Council (CPC) is the leading association for the
custom publishing industry in the United States. Marketers across the country rely on the
CPC as the authoritative source of industry news, data and trends, and information on the
effectiveness of custom publishing, similar to the 'Good Housekeeping Seal of
Approval'. CPC members, high ranking officials (such as division heads, presidents,
and/or principals of companies), are independent custom publishers, as well as members of
larger publishing houses, advertising agencies, or other media conglomerates.
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The CPC conducts numerous research studies and surveys each year. Three recent reports
have concluded:
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| MARKETING DIRECTORS(1) |
Over 90% of surveyed respondents successfully
integrate custom
publishing with other marketing initiatives. Of those who had
firsthand experience, and believe the reason to custom publish is to provide information,
build loyalty, and sell more to existing customers:
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- 92% said it is very or fairly effective at relationship
building
- 88% said it is very or fairly effective at generating loyalty
- 83% said it is very or fairly effective at client retention
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Of those who did not custom publish, and believe the reason to
custom publish is to retain customers and build awareness.
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71% said they would outsource a custom publishing project
if they were to undertake one |
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The reason for outsourcing? 43% of resources required for a custom publication are
personnel-related(2). Let’s face it, you know your core business and chances are,
it’s not publishing. So why would you allocate almost half of your staff’s time
to something they wouldn’t typically handle—it’s just not cost efficient.
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SPENDING(2) |
In 2002, companies spent an
average of $812,495 on custom and corporate publications (up 28.2%
from 2001), with the following average budgetary breakdown:
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- $349,372/Personnel (43%)
- $316,873/Production (39%)
- $146,250/Distribution (18%)
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EFFECTIVENESS(3) |
74% of business professionals who read custom
publications think they are a more effective vehicle for companies to talk about products
or services than other forms of advertising (and, even 72% of non-readers
say they believe custom pubs are a better vehicle for companies to inform them about
products and services than other ad mediums!)
30% of business professionals said they have
purchased a product or service highlighted in a custom publication.
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(1) “Marketing Directors Survey”, released in January 2003 by
the CPC and conducted in conjunction with the Association of Publishing Agencies, the
trade organization representing the interested of the U.K.’s custom publishing
industry, surveyed an equal balance of those who currently use and do not use custom
publishing.
(2) Survey conducted by the CPC and released in April 2003.
(3) “Effectiveness of Custom Publications” study comparing custom publications
to other marketing vehicles, commissioned by the CPC and released in July 2003. |
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| EDN CUSTOM PUBLICATIONS TAKE MANY
FORMS… |
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| In print: |
Advertorials or Special Inserts
Got a specific topic or product that your company wants to boast about? Let EDN produce a
run-of-book advertorial or special insert that delivers your message!
Stand-Alone Magazines
Paint your business with a broad brush and you’ll find there are a number of
editorial, and perhaps partner advertisement opportunities that could result in a niche
magazine for your company and industry!
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| Or, utilizing today’s integrated
technologies: |
CDs
Integrate editorial, PDF files, advertisements, and key links to your company’s web
site—the options are endless! Is there a particular EDN or EDN supplement topic that
aligns perfectly with your business? By combining EDN’s editorial with your relevant
business information, EDN can customize a unique and timeless promotional product for your
company (which could be circulated with issues of EDN, distributed by your company, handed
out at trade shows, promoted on your Web site, etc.)
Webcasts
EDN covers critical topics relevant to today’s industry, and what better way to
review (and possibly debate with your competitors) the hottest issues than via a live
webcast? EDN can set up the perfect forum and sponsoring advertisers receive maximum
promotion. Ask your EDN reprepresentative how you can get involved!
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Whatever form YOUR custom product takes, either one of the above products or combination
thereof, EDN, with its multitude of resources and worldwide, targeted circulations, in
conjunction with Reed Electronics Group, can assist in delivering your message to your key
audience by providing a variety of customized services, or a complete turnkey solution:
• Strategic Direction
• Account Management
• Online or Show Promotions
• Editorial
• Database Management
• Partner Ad Processing
• Design
• Circulation/Distribution
• Production
• Research
• Related Web Components
• (e-blasts, e-newsletters, etc.)
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Contact your local EDN sales
representative for more information!
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