Custom Publishing Review: KP’s Partners in Health

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

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 […]

Competing for Consumers’ Dwindling Time

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

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 […]

Custom Publishing Review: Fidelity Magazine Could Be Great

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

…by putting readers first Fidelity Investments produces a colorful 32-page branded magazine. Delivered quarterly, Fidelity is jammed cover-to-cover with a mix of Fidelity-focused features and departments, along with a few general interest investment-oriented articles. I read the recent Nov. 2006 issue, and found some useful information about education savings plans (529 plans) and about the […]

Newsletter or Snoozeletter?

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

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, […]