Magazines & More

Michael Hurley, Director and Publisher, HCP

December 02, 2004

My company is interested in custom publishing to build customer relationships, but we can’t afford to publish a magazine right now. Are there other options we could consider?

“While magazines are great, effective ways to communicate with people, there are certainly other formats that can deliver positive results. Before you cross magazines off your list of options though, may I ask how you define ‘magazine?’ A magazine doesn’t have to be 100 pages. We’ve created magazines with as few as eight pages and as many as 136, and there is great financial flexibility between these sizes. For us, format is always determined by the client’s challenges and objectives. If a magazine isn’t the best medium, newsletters, books, CD-ROMS, DVDS, on-line content, and even special packaging are other vehicles brand marketers have used to great effect.”

How do we know custom communications will work?

“I can guarantee that there are other businesses in your category that have had success using them. We can’t promise specific results, because every program addresses different objectives, but we start with related case studies and build from those. To ensure best results, we recommend that you test a program before going full force. This way, you won’t be spending your entire budget upfront, and we may find out more about your customers and their expectations that we can use to make your program even more successful.”

What’s the best way to test various forms of custom publishing?

“We custom-design testing strategies to meet each client’s goals. Working together, we determine the project’s purposes and the right success factors to measure—changes in attitudes, opinions, or behaviors. One way to test is to create a live prototype to measure your target audience’s reactions in a focus group setting: What do they think about receiving a magazine from your company? What are their expectations of it? Is the information you’re proposing important or engaging? Will they read it? What would they do with it—change their minds about your company, pass it along, go out and buy your products? Then, you can take what’s learned and refine the product. After that, depending on the scope of your database, you can take testing one step further by sending the revised magazine to certain demographic or psychographic groups. A full rollout would follow, and then you can measure the reactions of your total audience.”

We’re concerned about how to fund custom publishing. What do you recommend?

“Custom publishing, like advertising, is a brand building marketing tactic and should be considered a marketing cost. We know custom communications are very effective, so I wonder how any company can afford not to communicate regularly with its customers. There is definitely a time and money investment required, but once your program rolls out, its bottom line value will become increasingly clear. Of course, most companies are concerned about ROI. The testing scenario I’ve described can go far in ensuring your investment will be a good one.

I am often asked about selling advertising in a publication to offset its costs, but I don’t recommend it. Running in the publication doesn’t really benefit advertisers, because they don’t build relationships this way—the content is too focused on your own message. Also, if you clutter your publication with advertising, you set up a dynamic where you have to satisfy advertisers to the detriment of your own message. Also, the assumption that readers ‘expect’ advertising in magazines—whether general or marketer-driven—is untrue. All they’re really interested in is that the magazine engages, entertains, and informs them.”

Sean Murphy, Editorial Director, HCP

What formats work best for custom publishing?

“The fantastic and unique thing about custom publishing is that it does not have to play by traditional rules, so it is open to creative innovation and inspired vision. Any content-driven form of custom communication works well, and it’s exciting for us when a client is willing to explore innovative approaches. Working backward from what the client wants to communicate leads to the best way to deliver the message. Whether it’s printed on paper or conveyed through new media, there should be a correlating reason for the product’s design.”

How important is innovation in the success of a custom product?

“Our editorial mandate is to dare to be bolder, inspired...and inspiring. We are constantly revisiting the question of ‘what makes a good custom communications vehicle’ and are continually evolving the answer as we create more innovative products. No matter the format, the real key is to grab the audience’s attention, or you’re not going to get your message across. So, for us, creative twists are a must—what we call the ‘wow factor.’ These range from our gatefold section in Liz Claiborne Home that showed readers a classic sofa in six different settings, to our hand-drawn logo for Crew, McDonald’s magazine. We’re also passionate about interactive, take-away elements such as perforated pull-out DYI cards, flaps that provide visual guides and directions, checklists of new products, even product cross-referencing with pushes to other media, such as those in Biography. These elements ensure that a publication becomes an everyday tool for the readers.

Would you recommend different approaches or formats for B-to-B custom communications programs versus consumer?

“There should be no difference in approach to these two audiences. A magazine or other custom product must be exciting and compelling for both, because the same rules apply—respect your audience and capture their attention. Sometimes, marketers favor consumer programs over B-to-B initiatives, but B-to-B audiences are vitally important to reach and inspire, and smart companies know it. We partner with Avon on their sales representative publication and with McDonald’s on their employee publication, and both companies have received some incredible feedback from recipients. Readers expressed their surprise about receiving a custom publication, as well as their appreciation for its inspiring content and format. Such a program can go a long way in building strength within an organization and enhancing performance as a result.”

We've heard your custom magazine editors and creative directors are top notch, but what type of creatives do you use for other custom projects?

“No matter what term you use to describe the product, magazine, or project, quality editorial is vital to making custom communications successful. The ‘A-list’ editors and designers we use for our custom magazines are the same individuals we partner with for other formats. Through our broad network of editors, designers, and creative consultants, we consistently bring the best minds and creative talent to the table to create the right fit for each project. This approach ensures a rich and passionate appreciation for the clients’ needs, as well as a complete understanding of how to help develop and communicate their message.”