See You Oct. 28, 2009 at the SF WPA Roundtable
Learn how publishers are changing their product mixes and business models to adapt to the challenges of a digital world.
Tag: publishing
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 […]
Custom Publishing Review: REI Gearmail
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 […]
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 […]
Turning Customers into Members
Applying magazine lessons to consumer brands If you build it, they will come, or something to that effect, wrote W.P. Kinsella in his 1982 novel “Shoeless Joe.” If you recall the book or its film incarnation “Field of Dreams,” you know that protagonist Ray Kinsella follows that disembodied call to action, carving a baseball diamond […]