Using "Engagement" as a Media Planning Metric

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

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 […]

Custom Publishing Review: Healthy Pet Magazine

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

A Perfect Balance Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it’s time for Joey — my cat — to come in for a check-up. I assume I was placed on the Healthy Pet mail list […]

Custom Publishing Review: REI Gearmail

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

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 […]

Custom Publishing Ethics

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

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 […]

Deconstructing Content

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

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 […]