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Archive for the ‘Custom Publishing Review’ Category

AMD Gaming eNews Misfire The key deficiency here is lack of customer focus...
Filed in Custom Media, Custom Publishing, Custom Publishing Review | 14-Oct-09 | no comments
Gibson USA: Rockin’ Content Congratulations to Gibson USA, for their enewsletter that delivers real customer-focused content: player profiles, lessons, gear, music performances, and more. Bravo
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing | 03-Apr-09 | no comments
Sprint’s (Mis) Connection When we talk about brand community marketing, the first rule of engagement is to engage the customer first. When you earn the customer's attention with interesting, useful, and/or entertaining content, the customer then pays attention to your message(s).
Filed in Custom Media, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy | 03-Apr-09 | no comments
Custom Publishing Review: The Costco Connection Positioned as "a lifestyle magazine" for Costco's business and executive members, The Costco Connection features a delightful goody bag of features and departments.
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 02-Feb-09 | 2 comments
Using Media to Bring People Together CA-Modern magazine serves the owners of Eichler homes and other mid-century modern homes across California. This is the very definition of niche publishing, connecting sellers and buyers in a highly-targeted market. CA-Modern’s advertisers consist mainly of contractors and manufacturers who specialize in maintaining and remodeling these stylish homes. CA-Modern can count many success stories among [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy, Terrella Media News | 29-Jan-09 | no comments
Custom Publishing Review: Magazine Misses the Healthpoint What good is a branded magazine without the brand? Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding. Then when I looked inside, it [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Publishing Strategy | 02-Dec-08 | 2 comments
Custom Publishing Review: Healthy Pet Magazine A Perfect Balance Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it’s time for Joey — my cat — to come in for a check-up. I assume I was placed on the Healthy Pet mail list [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 09-Aug-08 | no comments
Custom Publishing Review: REI Gearmail The unrealized potential of content I suppose there’s something to be said for minimalism in marketing communications. Keep it simple. Get to the point. Get out of the way. Case in point: Gearmail, the email bulletin from Recreational Equipment, Inc. (REI), the outdoor specialty co-op/retailer based in Kent, Washington. Gearmail seems to arrive about once [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 07-Mar-08 | no comments
Publishing As Branding Magazine brand management 101 My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As I read his draft, I was struck by his description of [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 19-Jun-07 | no comments
Brand Echo: Transmitting Brand Preferences Transmitting brand preferences through the ages Despite my mother’s insistence, I could not for the life of me find a significant difference between Heinz ketchup and generic house brand ketchup (or is it CATSUP?!), except for the price. Even today the 64 oz. Heinz bottle costs $4.75 while the same sized ShopRite bottle costs $3.85 [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy | 03-May-07 | no comments
Custom Publishing Review: Fidelity Mag Redesign (An Update) Getting better all the time The new, redesigned Fidelity magazine (dated May 2007) just arrived in my mail. In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not pitching Fidelity products) first would result in deeper [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 02-May-07 | no comments
Custom Publishing Review: KP’s Partners in Health Colorful and personal Kaiser Permanente (KP) mails a 12-page quarterly newsletter called Partners in Health, offering lifestyle advice and tips for interacting with the KP health system. The piece is unpretentious, colorful, and personal, if unambitious. I recently received the Spring 2007 issue. Printed on a lightweight paper stock, with a simple adhesive binding, the [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 14-Apr-07 | no comments