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

THINKMONEY	RITZ-CARLTON
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.	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:

1. Be prepared to spend at least $40,000 for even a small initial distribution
2. The most effective frequency is quarterly or more
3. Many brands think that advertising can defray all costs or even make money. This is hardly ever possible

Bonus Links:

• The 10 Commandments for Custom Magazine Failure via the Junta42 blog
  
• A Custom Magazine that's Built for Profit courtesy of Folio
  
•  B2B Custom Publishing Research via Junta42
  
•  Deliver Magazine on benefits of direct mail from the USPS
• Kroger's Custom Print Coupon Magazine Program courtesy of Marketing with Meaning
  

Chapter 3 - Book

Chapter 5 -  Digital Magazine