Putman Media Home
Secrets of a successful company sponsored publication
Rockwell Automation has been sending The Journal, (formerly AB Journal) to its customers every quarter for the past ten years. Through up's and down's in the business cycle, cuts in the marcom budget, changing personnel, RA has never missed an issue of The Journal. And this is no small pamphlet. Issues average 72 pages in total, and are distributed to tens of thousands of customers.
In an era of ad campaigns that last six months or customer newsletters that are gone within a year or two, why has The Journal stood the test of time?
The simple answer is "it works". And the reason it works is because Rockwell allows Putman to create a magazine that its customers care about and that the sales team sees value in. As a contrast, most company sponsored publications fail because they are mainly PR vehicles and readers simply won't make time to read them. And the sales team quickly sees the publication as just another brochure, albeit a very expensive one.
Is a custom publication right for your firm? Ask yourself the following ten questions. If you can say "yes" to nine of them, a publication has a good chance to be more than just a one year event. To learn more, contact Mike Brenner, Director of Custom Media.
Considerations for company sponsored magazines
- Client demonstrates great pride in the company & its products.
- Client has viable ongoing business and strong industry position.
- Value of client's customers sufficient to justify ongoing investment in the publication.
- Publication must create/reinforce pride of ownership/use. Primary audience must be customers; secondary may be prospects/employees.
- Senior management at the client wants the program.
- Sales organization wants the program.
- Client views the publication as an integral part of their long term marketing communication strategy.
- The product or service is a considered purchase. Client competes on the basis of quality/service/value rather than price.
- The program is closely aligned with and supports the strategic marketing plan of the company.
- Preferably client sells through multiple channels.
Proprietary to Putman Media