4. Custom Print Magazine
What it is:
Some marketing gurus say that now, all brands are publishers.
The custom print magazine takes this approach quite literally,
offering the familiar magazine format with a new twist: it's
sponsored, produced and issued by one company or brand.
A cool tool for:
- B2B or B2C companies in information-rich industries: finance,
insurance, banking, healthcare, etc.
- Organizations with excellent and highly targeted databases
- Internal communications within very large institutions
Not so hot for:
- Companies without wherewithal to commit serious time and
money
- Organizations with weak or "dirty" address data
- Businesses without a reading audience
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RITZ-CARLTON |
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According to readership surveys, thinkorswim's thinkMoney
magazine has inspired 90% of its readership to take actions that
have driven revenue to the company.
thinkMoney case study compliments of T3 Publishing.
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The Ritz-Carlton Magazine entrances a high-net worth readership
with a world of luxury and elegance -- the very things the sponsor
stands for.
Ritz-Carlton case study compliments of McMurry. |
3 key play points:
- Be prepared to spend at least $40,000 for even a small initial
distribution
- The most effective frequency is quarterly or more
- Many brands think that advertising can defray all costs or even
make money. This is hardly ever possible
Bonus Links:
