From the Chairman
In the last decade, custom publishing evolved from relatively simple printed newsletters and magazines to sophisticated custom media delivered in print and online. Marketers research their targeted audiences and create custom content that adds value and encourages customer response.
Print publications continue to evolve and are highly effective, particularly when personalization and customization allow for more targeted message delivery. And the Internet as a driver of marketing initiatives fosters community, delivers rich media and creates social engagement. Customers can engage and participate in dialog with marketers, subject matter experts and with other customers. The Internet has opened the door for increased response, long-term engagement and higher levels of customer satisfaction. Sophisticated online tools allow marketers to measure response and analyze the needs and habits of their customers as they consume, engage and participate in content-rich custom media.
As always, high-quality content is the critical component for a successful custom-media program. That is where traditional publishers, like the members of American Business Media continue to have a real advantage. ABM members understand how to produce content that fulfills readers’ expectations, and the members of the Custom Media Committee are experts at producing content that can be delivered in a targeted manner. The result is content that encourages readers to take action—content that produces the ROI that every marketer seeks.
This microsite is a community for individuals who share an interest in custom media. Custom media providers, marketers, subject matter experts and journalists are encouraged to contribute thoughts, news, case studies and other information that will contribute to the site’s growth and usefulness. I strongly encourage you to participate in one of the many ways that are available to you on this site.
I look forward to engaging with you on a wide range of topics about custom media.
