The Untapped
World of Custom Publishing
Custom publications may revolve around a brand, but there's still
room for others.
The Custom Publishing Council (CPC) reports that custom publishing is a $48 billion
industry distributing about 34 billion magazine copies. Still, media relations
pros often overlook such titles. Finding them and understanding their needs often
requires careful research, but developing relationships can mean a bonanza of
coverage in highly targeted markets.
"Custom publications [help] cultivate relationships and increase sales," says
Rick Sedler, president of RMS Media Group. "They have limitations, [but]
there's plenty of opportunity for the right approach."
Custom publications are very popular with their niche readers and are great outlets
to promote clients aligned with their goals. But getting information on them
can be tricky.
"Outside the top 50 companies, it takes sleuthing," says Joe Pulizzi, group
director at Penton Custom Media, CPC board member, and chairman of American Business
Media's custom media committee. "We tried for a long time to get a listing
of custom pubs, but [they] don't want to give out information because competitors
can attack that."
"Some [custom publications] can only be uncovered by opportunity," says Emily
Cox, restaurant and professional-services division leader at Justice & Young
Public Relations. "Know who [your client] will appeal to and dig deep to
find out who's attempting to reach those individuals."
Editors need ideas. As such, highly targeted pitches that fit are welcomed. "It
can't just be quality editorial," Pulizzi says. "You have to look [for]
any competitive issue."
Says Ken Beaulieu, editorial director at The Pohly Company, "Ask for all
publications. There are some obscure ones, but there may be ways [to] get you
in. Get the editorialmission and guidelines. Find the objectives. Think about
the client foremost when pitching. [Don't] send broadly written press releases.
It's critical to
target specifically."
Cox recently got client TriServe, a company offering payroll, HR, benefits, and
risk-management services, in Lowe's for Pros custom publication after answering
a Profnet query. "I focused on what you think would be obvious, that my
client's expertise could benefit readers," she says. "Focusing on this
and offering advice yielded success, I feel."
Jeremy Pepper, director at Weber Shandwick Worldwide, thinks PR people too often
try to "shoehorn themselves" into every article, and stresses the importance
of relationships. A good one with even a single editor at a custom publisher
can go a long way.
"If you break in, you have opportunities in several publications," Beaulieu
says. "Editors share releases. Relationships with a PR pro will be made
known to other editors."
It's also important to understand how individual editors like to receive information
and respect their follow-up preferences.
"Editors have a lot of perimeters and likely a sizable list of things
they can't
do," adds Sedler. "If you keep sending things on their 'can't-do' list,
it's frustrating. Don't send form letters. [Editors won't] want it if [they]
think it could appear in 50 other magazines."
Most custom publications are quarterly, so "timing is everything," says
Pulizzi. "Most map out a year ahead and are a lot less flexible than traditional
titles because the folio is defined in most cases. Editorial [typically] doesn't
fall through. Keep in contact. It saves the company a lot of money if [a pitch
is] aligned with the marketing objectives."
By delivering pertinent information, you'll quickly become a go-to for editors.
Sedler suggests reaching out to client marketers to gain understanding of their
titles. "They play a role in shaping publications," he says. "Editors
finalize editorial calendars with the client. The marketing side of a custom-publication
client has a list of like companies or like brands they want to associate with."
Editorial directors and publishers sometimes favor pitches through freelance
writers. Regular contributors can also be sources of information about what flies.
Beaulieu finds survey results, white papers, and brand-manager Q&As very
useful. "Note if there is a potential bylined article from a senior executive," he
adds. "We take a lot of submissions from experts. We can pull information
and turn it into a larger story or expand on what that person wrote. Something
little could turn into something big at a custom magazine."
Technique tips
DO
Know the titles' marketing goals before you pitch. Get media kits, ed cals, and
issue copies
Know target audiences and explain how your idea serves them
Know the company's alliances and watch out for competitive issues
DON'T
Send generic press kits, general pitches, or form letters
Forget to respect editor preferences. Develop ties so you know how best to deliver
what the publication needs
Give up. Keep in touch and hone ideas |
