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Custom Publishing
The Secret Weapon for
Your Top and Bottom Line
Your customers must be publishers of content to survive
You + Relationships + Content =Win, Win, Win
The Growth of US Custom Media
Outsourced custom publishing grew by 16.5% in 2007,the highest growth in marketing except word-of-mouth
Overall custom publishing spending is $34 billion
Source: Veronis Suhler
It’s expected to grow by an average of 11% or to $9.2 billion in 2012
A lot of money is on the table
Drive your revenue by making your customers thought leaders…
The Case for US B2B Custom Media
Business marketers spent 29% of their total marketing budget for 2008 on the creation and execution of custom content
42% of marketers increased their spending on custom media and custom content in 2008
The average US-based business spends $912,532 on custom publishing marketing activities
83% of custom content spending is allocated to print materials, 17% to online
74% of executives who read custom publications believe they are more effective than other forms of advertising at telling them about a company’s entire line of products and services
Custom Products Used By US Business Marketers
Consumer Research on US Custom Media
Engages and Educates Audiences85% view magazines as the preferred source of information about brands/products/advertising
Influences Purchase Decisions62% say brands that provide information about their products in custom magazines helps them make better purchase decisions
Directly Influences Purchase Activity59% have purchased a product mentioned or advertised in a brand-sponsored custom magazine
Influences Loyalty60% are more likely to repeat purchase from the brand that “shows it cares enough” to provide a custom magazine
The Power of Custom Media: ROI
Corporate Case Study: CDW
Five magazines (BizTech, FedTech, EdTech K-12, EdTech HiEd, StateTech)
Print magazine with integrated magazine Web site
Build customer loyalty to CDW, its technology and its salespeople
Differentiate CDW as a thought leader and credible partner for higher-value technology implementations
High-degree of peer-created content in print and online to foster trusted relationships with customers