Publishers Believe in Custom Publishing

Over the last week, I’ve talked to four business-to-business media executives, including two CEOs. I asked each of them the same question, “How easy or difficult would it be to add $1 million in revenue to a magazine brand over a year’s time?” Almost as if rehearsed, they all said the same thing: “Like pulling teeth…” Driving revenues (beyond low single-digit percentages) is extremely difficult for publishers in today’s environment. Marketers continue to spend more and more time, resources, and budgets on their own content efforts. This is becoming crystal clear to publishers. Even with eMedia growing substantially, it’s challenging for media companies to add large chunks of revenue through eMedia products and services alone. I believe publishers have accepted custom media, custom publishing, content marketing (whatever term you like) as one of the best, if not 
the
 best way, to grow revenues over the next three to five years. Successful ones will get on board…before it’s too late.

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe's latest book, 
Epic Content Marketing
 (McGraw-Hill) will be released in the fall. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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