Custom media
Encyclopedia
Custom media is a marketing
term referring broadly to the development, production and delivery of media (print
, digital
, audio
, video
, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience
. It is also called branded media, customer media, member media, content marketing
, and custom publishing in the US; contract publishing and customer publishing in the UK. In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine
is the most successful example of the genre.
Typically, custom media is sponsored by a single marketer (a company, brand, association or institution) and is designed to reach a tightly focused audience of customers, members, alumni or other constituency. Custom media can be produced "in-house" by such organizations. Over the past two decades, a growing number of specialized publishing and media firms have emerged, called "custom media" or "custom publishing" companies in the US, and "customer publishers'" or '"publishing agencies" in the UK. Like advertising
and other marketing services firms, the companies or divisions of traditional media companies, provide professional marketing and communications services to clients for a fee. Such out-sourced services can be limited to design and editorial responsibilities or include the complete production and distribution process. In addition, many of the companies sell advertising space within custom publications to third parties; this subsizes the cost of publication; creates a more authentic editorial environment; and allows third parties to purchase and publicizes an association with the media's sponsor, while reaching that sponsor's customers (eg food suppliers may purchase advertising space within a supermarket's custom media).
Custom media aims to build a relationship of trust and loyalty with the sponsor's customers, so they regard the sponsor as the vendor of choice when they make purchases. This is accomplished by providing information and, often, advice, that meets the needs and suits the preferences of the sponsor's target market. It serves the interests of the audience, rather than overtly plugging products and services the way ads do.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
term referring broadly to the development, production and delivery of media (print
Printing
Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing....
, digital
Digital
A digital system is a data technology that uses discrete values. By contrast, non-digital systems use a continuous range of values to represent information...
, audio
Sound recording and reproduction
Sound recording and reproduction is an electrical or mechanical inscription and re-creation of sound waves, such as spoken voice, singing, instrumental music, or sound effects. The two main classes of sound recording technology are analog recording and digital recording...
, video
Video
Video is the technology of electronically capturing, recording, processing, storing, transmitting, and reconstructing a sequence of still images representing scenes in motion.- History :...
, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience
Audience
An audience is a group of people who participate in a show or encounter a work of art, literature , theatre, music or academics in any medium...
. It is also called branded media, customer media, member media, content marketing
Content marketing
Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to...
, and custom publishing in the US; contract publishing and customer publishing in the UK. In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine
Customer magazine
A customer magazine is a magazine produced by a business as a means of communicating to its customers. It is a branch of custom media, a product that broadly shares the look and feel of a newsstand or consumer magazine but is paid for in part or whole by a business...
is the most successful example of the genre.
Typically, custom media is sponsored by a single marketer (a company, brand, association or institution) and is designed to reach a tightly focused audience of customers, members, alumni or other constituency. Custom media can be produced "in-house" by such organizations. Over the past two decades, a growing number of specialized publishing and media firms have emerged, called "custom media" or "custom publishing" companies in the US, and "customer publishers'" or '"publishing agencies" in the UK. Like advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
and other marketing services firms, the companies or divisions of traditional media companies, provide professional marketing and communications services to clients for a fee. Such out-sourced services can be limited to design and editorial responsibilities or include the complete production and distribution process. In addition, many of the companies sell advertising space within custom publications to third parties; this subsizes the cost of publication; creates a more authentic editorial environment; and allows third parties to purchase and publicizes an association with the media's sponsor, while reaching that sponsor's customers (eg food suppliers may purchase advertising space within a supermarket's custom media).
Custom media aims to build a relationship of trust and loyalty with the sponsor's customers, so they regard the sponsor as the vendor of choice when they make purchases. This is accomplished by providing information and, often, advice, that meets the needs and suits the preferences of the sponsor's target market. It serves the interests of the audience, rather than overtly plugging products and services the way ads do.
See also
- Content marketingContent marketingContent marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to...
- Association of Publishing AgenciesAssociation of Publishing AgenciesThe Association of Publishing Agencies is a not-for-profit trade body that promotes the interests of companies involved in the production customer publishing.-Structure:...
- UK trade association of customer publishing agencies.
External links
- American Business Media, Custom Media Committee - U.S. trade association of business-to-business media companies providing custom media services.
- Association of Publishing Agencies
- Custom Content Council - U.S. trade association of custom media providers (formerly, Custom Publishing Council).
- Academic analysis of the UK contract publishing magazine sector.