Media Post writes:
Wachovia Wealth Management & Pace Communications are launching a new, high-end custom magazine that will be distributed to 50,000 Wachovia clients and prospects responsible for administrating $130 billion in assets.
The magazine is the latest example of a marketer hiring a custom publishing company to create its own magazine to directly target its constituents. Some companies use custom publishing as a public relations vehicle, while others use it as a means to communicate a tailored message in a controlled editorial environment to a specific audience of current or prospective customers.
Custom publishing is a growing field that has become increasingly popular among marketers that have found traditional advertising less effective than it once was, as a result of media proliferation and technologically savvy consumers who block ads and hand-pick the media they use to receive information.