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Archive for the ‘Publishing Strategy’ Category

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
greenlight magazine Issuu Demo Isuu (pronounced just like “issue”) is a social publishing platform that seems to aspire to be the Youtube of documents. Its strengths include an attractive interface — it converts PDF documents into a surprisingly readable digital editions — and easy-to-use widgets for document sharing and embedding. Its weakness is its production interface, which has serious [...]
Filed in Publishing Strategy | 10-Jan-09 | no comments
CA-Modern Issuu Demo
Filed in Brand Community Media Process, Publishing Strategy | 09-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
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 [...]
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 [...]
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 [...]
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, [...]
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 [...]
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 [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Publishing Strategy | 20-May-07 | no comments