Outward Bound: The Value of Print Media

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

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, […]

You’ve Got Mail: e-tailers Push Postal Mail

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Email and Social Media Marketing, Publishing Strategy

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 […]

Publishing As Branding

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review

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 […]

A Case of Magazine Rebranding

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Publishing Strategy

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 […]

Brand Echo: Transmitting Brand Preferences

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy

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 […]