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Article: Custom Made.(custom publishing market overview)(Statistical Data Included)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- May 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. 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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WITH THE RISE OF RELATIONSHIP MARKETING AND EXPANDED DIGITAL PLATFORMS, CUSTOM PUBLISHING IS NOT ONLY FLOURISHING, IT'S DODGING THE AD DOLLAR SLUMP
Five years ago, when Michelle Berman jumped to the the custom publishing unit of Hachette Filipacchi, her colleagues wondered why. She had invested 15 years in the consumer ad sales realm as the publisher of titles like Seventeen, Soap Opera Digest and New Woman, and the consensus was that, career-wise, she was moving counterclockwise. "I know a lot of my peers thought I was taking a step down," says the Hachette Filipacchi vice president and group publisher who heads the custom division. After her first few sales ...