Custom Publishing – Wachovia gets into a direct dialogue

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.

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