Custom Publishing Review: Magazine Misses the Healthpoint
What good is a branded magazine without the brand? Just last week I received a copy of Healthpoint Magazine, a publication of […]
Category: Publishing Strategy
Discussion of publishing operations, marketing, audience development, sales, editorial, integrated media strategy, and other ideas from Dave Kalman’s brain. If he doesn’t write them down, he’ll forget them.
Marcomm Integration with Brand Community Media / Custom Publishing
How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as […]
Where's the Love? Sustaining Brand Value
“We need emotional content.” The student tries again, and the master intones, “Don’t think. Feeeeel. It is like a finger pointing away to the moon. Don’t concentrate on the finger, or you will miss all of the heavenly glory.”
Using "Engagement" as a Media Planning Metric
Rules of Engagement In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to […]
Deconstructing Content
Maybe the medium isn’t the message after all. Whether you work in a publishing endeavor or in a marketing communications department, you […]