|
|
Article: Custom publishing gets a makeover; Fueled by tech advances, niche expands to include e-mail, word-of-mouth.(News)
- Article from:
- Advertising Age
- Article date:
- January 28, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: NAT IVES
Custom publishing, the arm of the magazine business that turns out titles such as Jeep and Departures, is being transformed as surely and swiftly as any other feature in the media landscape-to the point that some practitioners even correct you for still calling it custom publishing.
"We would rather call it custom marketing today,'' said Wendy Riches, exec VP at one of the biggest custom players, Meredith Publishing Group. That's because what used to be custom publishing now includes word-of-mouth, the internet, e-mail newsletters, mobile alerts, deeper database crunches and complex behavioral modeling.
The expansion in related ...