Frequently Asked Questions

What is Custom Publishing?

According to the Custom Publishing Council, "custom publishing is the delivery of editorial content from a sponsoring company to a targeted audience. Whether in print or electronic form, custom publications provide intrinsically valuable information that moves the perceptions and behaviour of the audience in a desired direction."

How Popular is Custom Publishing?

In the United States alone, custom publishing is a $20-billion industry with an estimated 50,000 companies using custom publishing as an integral part of their marketing strategies. Since 1997, the industry has grown by up to 15 percent a year.

How effective is Custom Publishing as a marketing tool?

More and more, companies are moving towards custom publishing as a way to increase brand awareness, foster more customer loyalty and improve the promotion and sales of products or services. The key to the success of a custom publication is simple: deliver valuable, no-nonsense editorial in a print or electronic-based publication with high-quality images. Subject matter can vary according to the wants or needs of the targeted audience, from delivering valuable technical specifications of a new product or providing a profile of industry trends affecting the company.

The fact that the company sponsoring the publication also doubles as a source for the material establishes that company as a credible, reliable and trustworthy business, which in turn creates avenues for customer-retention and building new client relationships. In fact, a 2003 study conducted in part by the Custom Publishing Council indicated that 94 percent of professionals and 91 percent of customers believed custom publications were important sources of information.

The study's other findings regarding the impact of custom publishing include:

• an eight percent increase in expenditures
• an increase in brand loyalty by 32 percent
• an enhancement of the corporate brand image by nine percent
• a significant increase in positive consumer behavior

How much does a Custom Publication cost?

That varies with frequency, quality of materials, circulation, page count, availability of editorial and graphics, distribution and whether you want a print or electronic combination. Whatever you decide, the expertise at Captive Multi Media Group will ensure your publication will be accurate, informative, attractive, and will position your company in the best possible light with a wow factor designed to maximize your publishing power.

How long does it take to create a Custom Publication?

Depending on the content, planning, objectives, and creation of the infrastructure needed to conceive and deliver a publication, the process can take anywhere from a few weeks to several months. The more planning that goes into a publication, the longer it takes, but the results are worth the effort.

What type of audience should a Custom Publication reach?

Chances are, you want to reach a readership that's already familiar with your business. Most companies use custom publishing as a customer-retention strategy to solidify a clientele base upon which they build new business. However, other companies use custom publishing to gain a competitive edge for introducing new product lines, enhancing their branding, or turning around public perceptions of their business. Whatever the motives, Captive Multi Media Group can help you target your audience and deliver a publication that's a match with the desired readership.