Using Media to Bring People Together

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, Terrella Media News

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

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 […]

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 […]