From Folio magazine: “Custom publishing in the business-to-business space is a stealth moneymaker with revenues growing at about 20 percent annually, which on-par with the rate of growth in online revenues.”
The article highlights statistics from a recent study conducted by Veronis Suhler Stevenson, which found custom publishing grew 29 percent in 2005. Other statistics from the survey, cited by the article:
· 80 percent of respondents say they’d rather see marketing information in a collection of articles, rather than in an adverstisement.
· 70 percent said custom publications make them feel closer to a company.
· 40 percent say they are more likely to buy a product from a company that provides custom marketing information.
“In a campaign produced for Minneapolis-based, business, accounting and tax firm, RSM McGladrey, [custom publisher] Hanley Wood targeted C-level executives at mid-size companies with print magazines and newsletters, an interactive Web site, e-newsletters, white papers, talking points and other marketing materials. The year-long campaign increased McGladrey’s brand awareness by more than 50 percent and garnered the company $40 million in new business opportunities.”
