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Article: MUCH LEFT UNSAID ON CUSTOM PUBLISHING.
- Article from:
- Advertising Age
- Article date:
- November 2, 1998
CopyrightCOPYRIGHT 1998 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)
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I was extremely disturbed to read your inaccurate, one-sided, advertiser-inspired report on the salvation of custom publishing by consumer magazine publishers ("Are tailor-made publications the right fit for advertisers?", AA, Oct. 5) and the accompanying hand-wringing editorial ("What's lost in custom mags") that worries whether Civilization As We Know It will end if marketers put their promotion dollars into something other than conventional print media.
What really got my goat was the description of custom publishing as "once a niche business dominated by specialty publishing houses with limited -- if any -- editorial credentials."
There was so much ...