THE LATEST TRENDS
A look at what's happening in custom
KRISTEN BOHN
Group publisher
D Custom
- A reduction in frequency of print publications
- Close examination of costs of paper and delivery methods
- Careful scrutiny of databases
MARCELO BAUER
Founder-director
Cross Content Comunicação
- Continuing importance of magazines even with the growth of the Internet
- Exclusive editorial approach that both appeals to the target and is highly relevant to the brand
JUAN JOSÉ DURÁN
Interactive media director
Televisa Publishing + Digital
- Growth of the parenting category
- Growth of digital
GEORGIA GALANOUDIS
Custom solutions group director
Meredith Parenthood Group
- A return to the analytic roots of direct marketing (to meet increased need for ROI)
- A deeper understanding of content integration across the platform
LORI ROSEN
Executive director
Custom Publishing Council
- A return to newsletters—relying on the tried and true
- Improvement in content quality
ERIC SCHNEIDER
CEO
Redwood Custom Communications
- Integrated approach to all custom programs
- More promotional vs. lifestyle content to drive transactions
- A hiatus on innovations seen as experimental and not necessarily able to drive near-term sales—for
example, certain aspects of viral marketing and blogs
CHRIS W. SCHRAFT
President
Time Inc. Content Solutions
Liquid Dialog
- Leveraging new technology and digital media to create a wide variety of communication channels that
engage customers (for example, integrating Twitter and StumbleUpon to drive Web traffic, distribute content, tell and evolve stories, and interact with users) - Integrating metrics, research, ROI and accountability to capture and understand consumer behavior
VALERIE P. VALENTE
Senior VP-publishing director
Rodale Custom Publishing
- An increase in interacting directly with customers, facilitating growth in consumer-driven content
- More integrated multiplatform delivery of content, including more digital formats