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Archive for the ‘Publishing Strategy’ Category

Marcomm Integration with Brand Community Media / Custom Publishing How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as advertising, direct mail, customer research, and P.R. – to pursue diverse objectives. A company might develop one marcomm program to keep “at risk” customers from switching to an upstart competitor, another to support a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 18-Nov-08 | no comments
Where’s the Love? Sustaining Brand Value "We need emotional content." The student tries again, and the master intones, "Don't think. Feeeeel. It is like a finger pointing away to the moon. Don't concentrate on the finger, or you will miss all of the heavenly glory."
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Dave Kalman Analysis, Publishing Strategy | 15-Nov-08 | no comments
Using “Engagement” as a Media Planning Metric Rules of Engagement In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to mean the quality of a consumer’s experience of a publication, with the clear implication that the greater the engagement, the greater the value to the advertiser in terms of ad performance. AdAge.com recently reported on [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 17-Aug-08 | 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
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
A Case of Magazine Rebranding Sidebar to Publishing as Branding In 1997, two Miller Freeman magazines faced a dilemma. The market they had served for more than a decade was rapidly consolidating. DBMS and DBPD both covered the database software market. (The “DB” in both of them stands for “Database”). The trouble was that while databases were more critical than ever, [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Publishing Strategy | 20-May-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
The Business of eBooks eBook basics and business models An eBook is a self-contained electronic publication, typically with pages that simulate a printed book. An eBook may contain text, graphics, hyperlinks, animations, videos, or other multimedia objects. Some eBook technologies include Digital Rights Management (DRM), to protect copyrighted content from unauthorized use. An eBook may be downloaded to a computer or [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Email and Social Media Marketing, Publishing Strategy | 04-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
Newsletter or Snoozeletter? Earning the customer’s attention the old fashioned way: with valuable content Marketers know that email newsletters provide an economical way to keep a brand at top-of-mind. They also know that email newsletters provide customers with a simple response vehicle: Make an offer. Get a response. It’s quick and easy. Email newsletters can also generate leads, establish thought [...]
Filed in Brand Community Media Process, Custom Media, Custom Publishing, Email and Social Media Marketing, Publishing Strategy | 03-Oct-06 | no comments