Like traditional media, custom publishing is becoming more diverse and taking many forms from print magazines and newsletters to websites and podcasts.
According to a survey from Veronis Suhler Stevenson (VSS), custom publishing on both the consumer and business-to-business sides grew 29 per cent in 2005. The VSS study also found that:
- 80 per cent of respondents say they'd rather see marketing information in a collection of articles, rather than in an advertisement.
- 70 per cent said custom publications make them feel closer to a company.
- 40 per cent say they are more likely to buy a product from a company that provides custom marketing information.
A conclusion in the US is also that custom marketing campaigns often work best when the company's brand is not overtly used. Using high-quality editing by third-party sources often adds credibility to custom publishing campaigns.
(Source: Folio) |
