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Archive for the ‘Custom Publishing’ Category

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 a week. [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 07-Mar-08 | no comments
Custom Publishing Ethics The custom publisher’s responsibilities to consumers If you browse a website long enough you’ll eventually find a “Terms of Use” or “Legal” policy statement. That document outlines the site owner’s legal responsibilities (or lack thereof) and the rules that Web site visitors agree to follow. You can find the document link at the bottom of this [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing | 15-Oct-07 | no comments
Deconstructing Content Maybe the medium isn’t the message after all. Whether you work in a publishing endeavor or in a marketing communications department, you must address the same basic trend: information consumption is becoming increasingly fragmented and customized, with consumers cherry-picking content in terms of both medium and message. Technological innovation drives this fragmentation, as we can see with [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 22-Sep-07 | no comments
Outward Bound: The Value of Print Media Sidebar to You’ve Got Mail: e-tailers Push Postal Mail Despite the growth of electronic publishing, whether via websites, email newsletters, e-books, blogs, or podcasts, print media delivered the old fashioned way still serves a critical function in a well-rounded communications program. If you’re looking for a way to motivate, cajole, or inspire consumers to respond, a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 05-Sep-07 | no comments
You’ve Got Mail: e-tailers Push Postal Mail Powerhouse e-tailers push postal mail to break through and motivate By Audrey Kalman As a Netflix subscriber, Land’s End customer, and habitual user of Amazon for everything from Mother’s Day gifts to ink cartridges, I receive regular e-mails from all three companies and visit their websites several times a month. By almost any measure, I’m a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Email and Social Media Marketing, Publishing Strategy | 05-Sep-07 | no comments
Netflix: Q2 ‘07 Update Q2 2007: Netflix’s Not So Excellent Adventure In August of ‘05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years later, average monthly churn for Q2 2007 is 4.6 [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing | 22-Jul-07 | no comments
Brand Communities, Marketing, and Media ...a marketer's job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 03-Jul-07 | 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 me, [...]
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 (I [...]
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 engagement with [...]
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 newsletter puts [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 14-Apr-07 | no comments
Competing for Consumers’ Dwindling Time The Challenge of the Fourth Dimension by Peter Hutchinson Back in the ’70s, Sandy Denny wrote a song called, “Who Knows Where the Time Goes?” It’s a darn good question. Americans have experienced a steady, three decade-long erosion of their leisure time. The chief culprit is work – people are working longer hours today than they did in [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 25-Feb-07 | no comments