Custom publishing puts you squarely in control of the content, image, outreach,
and distribution of your core messages. It's an opportunity to showcase
your organization's leadership, innovation, reputation, and commitment in ways
that go far beyond traditional direct mail, print, or broadcast vehicles.
Custom publishing also gives you the opportunity to put credibility and
leadership-building strategies back into your marketing mix, through unique,
longer-form messaging. And many of our clients are also using their custom
publications to support their market and opinion research programs.
Many organizations today use both print and online publishing programs to
connect with customers, prospects, partners, and policy makers. Typically, the
print component of a program involves deeper, richer content, while an online
program provides news, tips, and shorter-form information. At CCI/Crosby, we
help our clients take advantage of all publishing media to accomplish their goals,
and that encompasses the potential value of producing and distributing their
longer form publications in digital formats. Our experience is that print drives
online usage and this synergy builds customer loyalty.
Each component of a custom publishing program should complement the others,
driving awareness higher by using a larger media range. It's a simple
premise…communicate with people in the media they like to use and they will
respond. Expand your media reach and you expand your audience.
In short, no. Successful custom publishing programs do require a regular
publication schedule for optimum impact and results. Many of our clients have
established bi-monthly and quarterly publication programs. Several have begun to
use e-mailed newsletters between print distributions to maintain connections with
their core audiences.
Typically, special issues or commemorative publications work most effectively
when they are integrated into a multi-issue publication program. CCI/Crosby does
provide editorial and production services for special focus issues and works with
clients to develop strategic approaches to these unique publishing opportunities.
Whether you're starting a new publishing strategy, or you're searching for
solutions to re-energize your current program, CCI/Crosby provides both advisory
and consultative planning services, along with turnkey development, design,
production, and distribution capabilities. Our services include:
- Strategy planning and development
- Development of editorial and content strategies
- Complete editorial development
- Production and design
- Development of printing specifications and bid processes
- Printing management
- List and circulation strategies and management
- Publication marketing
- Advertising sales and support
- Development of digital editions and specific digital content
- Market research related to the publication's reach, impact, and support for
marketing and business objectives
