Junta42 Content Marketing blog

Custom Publishing Council Announces 2009 Pearl Awards

Had an outstanding time last Thursday at the 2009 Custom Publishing Council Pearl Awards (Junta42 was a sponsor of the event).

A sign that the recession may be over? - many more attendees at the awards event this year over last year. A great site to see.

Finally, congrats to Junta42's parent company, Z Squared Media, on their silver place best blog finish in association with Razorleaf Corporation. 

Here are all the winners below:

Winners are listed by category, title, custom publisher and client name, included in parentheses.

DESIGN | Best Cover Less Than 50,000
Gold: Lamborghini Desk Diary, Faircount Media Group (Lamborghini Club America)
Silver: The First Giant Leap for Mankind, Faircount Media Group (NASA)
Bronze: One, TMG (Silicon Valley Community Foundation)                 
           
DESIGN | Best Cover 50,000 – 250,000
Gold: Enroute, Spafax (Air Canada)
Silver: in, Spafax (LAN)
Bronze: Parks, Time Inc. Content Solutions (National Park Foundation)

DESIGN | Best Cover More Than 250,000
Gold:  World Vision, Journey Group, Inc. (World Vision)
Silver: Spirit, Pace Communications (Southwest Airlines)
Bronze: Deliver, Campbell-Ewald (USPS)
                                                                                                           
DESIGN | Best Opening Spread | Less Than 50,000
Gold: Capital Thinking, (Tales of the Transformation),Leverage Media (Patton Boggs LLP)   
Silver: Thrive, (Drop by Drop), Pace Communications (Syngenta)       
Bronze: Explore, (Angelina Jolie), HCP/Aboard Publishing (TACA Airlines)
Bronze: Lamborghini Desk Diary, (Quitting is Bull), Faircount Media Group (Lamborghini Club America)

DESIGN | Best Opening Spread | 50,000-250,000
Gold: Go, Ink (AirTran Airways)
Silver: Destination Hyatt 2009, HCP/Aboard Publishing (Hyatt Hotels Corporation)
Bronze: Cleveland Clinic Magazine, TMG (Cleveland Clinic)

DESIGN | Best Opening Spread | More than 250,000
Gold: ACCESS, Meredith Integrated Marketing (DIRECTV)
Silver: Spirit, Pace Communications (Southwest Airlines)
Bronze: fresh, The Pohly Company (Hannaford)

DESIGN | Best Overall | Less than 50,000
Gold: MoFo Tech, Leverage Media (Morrison & Foerster LLP)
Silver: LeeNia, Direct Publishing Group (UF Distribution Polska)
Bronze: CENTURION, Journal International Verlags (American Express Services Europe)
                       
DESIGN | Best Overall | 50,000 – 250,000
Gold:   Parks, Time Inc. Content Solutions (National Park Foundation)
Silver:  HomeSpa, Spafax (BainUltra)
Bronze: SilverKris, SPH Magazines Pte Ltd (Singapore Airlines)

DESIGN | Best Overall | More than 250,000
Gold:  Acura Style, Javelin Custom Publishing (American Honda Motor Company Inc.)
Silver: ACCESS, Meredith Integrated Marketing (DIRECTV)
Bronze: Deliver, Campbell-Ewald (USPS)

DESIGN | Best New Magazine 
Gold: MoFo Tech, Leverage Media (Morrison & Foerster LLP)
Silver: d.lux, Journal International Verlags (Steigenberger Hotels AG)
Bronze: The Barnett Shale, Wax Custom Communications (Chesapeake Energy Corp.)

DESIGN | Best New Newsletter
Gold: Yoshi!, Novimedia (Toyota MM Poland)
Silver: HealthLink, DCP (Brown & Toland Physicians)
Bronze: Advisor News, Pace Communications (Wachovia Financial Advisors)
  
DESIGN | Most Improved Publication
Gold: MIT Sloan Management Review, The Pohly Company (MIT Sloan Management Review) 
Silver: OfficeLine & TEN, GLC Custom Publishing (United Stationers)
Bronze: Georgetown Business, TMG (G.U. McDonough School of Business)
 
DESIGN | Best Special Issue
Gold: 2009 Masters Journal, Golf Digest Publications (Augusta National Golf Club)
Silver: enRoute, Spafax (Air Canada)
Bronze: SAP SPECTRUM PRINT, Grasundsterne Werbeagentur GmbH (SAP AG)
 
DESIGN | One-Shot
Gold: Born Early, Rodale Custom Publishing (MedImmune)
Silver: One Journey, D Custom (Purina One® Brand Pet Food)
Bronze: WorldView, Leverage Media (Patton Boggs LLP)

DESIGN | Best Use of Photography | Less Than 50,000
Gold: Audi Magazine, Trip Editoria (Audi Brazil)
Silver: Renaissance, (Devon on Foot), Pace Communications (Wachovia)
Bronze: WorldView, Leverage Media (Patton Boggs LLP)

DESIGN | Best Use of Photography | 50,000 - 250,000
Gold: in, (Carnaval), Spafax (LAN)
Silver: CNN Traveller, (The Winds of Change),Emphasis Media Limited (CNN)
Bronze: Four Seasons Magazine, (Kitchen Science),Pace Communications (Four Seasons Hotels and Resorts)
Bronze: Journey, (Time Machines), D Custom (First Command Financial Services, Inc.)

DESIGN | Best Use of Photography | More than 250,000
Gold: ACESS, Meredith Integrated Marketing (DIRECTV)
Silver: envision, KI Lipton (CertaPro Painters)
Bronze: Corvette Quarterly, Campbell-Ewald (Chevrolet)
 
DESIGN | Best Use of Illustration | Less Than 50,000
Gold: Audi Magazine, Trip Editoria (Audi Brazil)
Silver: Zoom, Infel AG (AET)
Bronze: Thrive, Pace Communications (Syngenta)

DESIGN | Best Use of Illustration | 50,000 – 250,000
Gold: in, Spafax (LAN)
Silver: Four Seasons Magazine, Pace Communications (Four Seasons Hotels and Resorts)
Bronze: Cleveland Clinic, TMG (Cleveland Clinic)
 
DESIGN | Best Use of Illustration | More Than 250,000
Gold: diane, Rodale Custom Publishing (Curves International)
Silver: Hemispheres, Ink (United Airlines)
Bronze: All Animals, Time Inc. Content Solutions (The Humane Society of the United States)
 
DESIGN | Best Use of Typography
Gold: ACCESS, Meredith Integrated Marketing (DIRECTV)
Silver: NACS Magazine, The Pohly Company (NACS)
Bronze: Independent School, TMG (NAIS)

DESIGN | Best Tie-In with Corporate Marketing  
Gold: Little Brown Book, Rodale Custom Publishing (Bloomingdale's)
Silver: On Investing, Custom Solutions from SmartMoney (Charles Schwab)
Bronze: xPotential, TMG (K12 Inc.)

DIGITAL | Best Integrated Print and Web Program 
Gold: Stir, Hanley Wood Marketing (Sherwin-Williams)
Silver: L’Oréal: Art of Possiblity, Rogers Publishing (L'Oréal Canada)
Bronze: Lamaze: Pregnancy, Birth & Beyond online magazine extension, Rodale Custom Publishing (Lamaze International, Inc.)
 
DIGITAL | Best Web Publication 
Gold: Forecast.diabetes.org, TMG (American Diabetes Association)
Silver: Cleveland Clinic Health.com, TMG (Cleveland Clinic)
Bronze: You24 Online Magazine, Rodale Custom Publishing (24 Hour Fitness)
Bronze: Biztechmagazine.com, TMG (CDW)

DIGITAL | Best E-Newsletter
Gold: On Air, Spafax Canada (Air Canada)
Silver: CP News, Novimedia (Citroën Polska)
Bronze: BBVA Compass Everyday, King Fish Media (BBVA Compass Bank)
 
DIGITAL | Best Microsite
Gold: Master the Shift.com, Rodale Custom Publishing (Nissan)
Silver: SNAP Live ̕09, Hammock Inc. (Society of National Association Publications)  
Bronze: Cleveland Clinic Facts.com, TMG (Cleveland Clinic)
 
DIGITAL | Best Blog
Gold: Delta Sky Magazine, Pace Communications (Delta Air Lines)
Silver: Razorleaf Blog, Z Squared Media (Razorleaf Corporation)
Bronze: Asics/Your Running Partner.com, Time Inc. Content Solutions (Asics)
 
DIGITAL | Best Use of Community/Social Networking
Gold: SNAP Community Site, Hammock Inc. (Society of National Association Publications)
Silver: 3121, New Media Strategies (A Meredith Integrated Marketing Owned Company) (National Journal)
  
DIGITAL | Best Interactive Tool
Gold: Gillette Facial Styler, Time Inc. Content Solutions (Gillette)
Silver: DNC and RNC Convention Hubs, New Media Strategies (A Meredith Integrated Marketing Owned Company) (C-Span)

DIGITAL | Best Web Feature or Article
Gold: Gillette Grooming Glossary, Time Inc. Content Solutions (Gillette)
Silver: Washington Flyer, TMG (Washington Flyer)
Bronze: You24 Online Magazine, Rodale Custom Publishing (24 Hour Fitness)

DIGITAL | Best Overall Web Design
Gold: Lexus Magazine, Story Worldwide (Toyota Motor Sales)
Silver: ClevelandClinicHealth.com, TMG (Cleveland Clinic)
Bronze: MasterTheShift.com, Rodale Custom Publishing (Nissan)
 
DIGITAL | Best Use of Mobile Technology
Gold: LDI iPhone Application, Penton Media (Lee Filters)

DIGITAL | Best Launch or Relaunch
Gold: Prilosec OTC/StopHeartBurn.com, Time Inc. Content Solutions (P&G/Prilosec OTC)
Silver: Forecast.diabetes.org, TMG (American Diabetes Association)
Bronze: SAP.info, Grasundsterne Werbeagentur GmbH (SAP AG)

EDITORIAL | Best Cover Lines
Gold: Greenwise, Meredith Integrated Marketing (Publix)
Silver: WebMD the Magazine, TMG (WebMD)
Bronze: New Outlook, Redwood Custom Communications (Sears Canada Inc.)

EDITORIAL | Best Feature Article/Package |Less Than 50,000
Gold: One, (Keeping Doors Open),TMG (Silicon Valley Community Foundation)
Silver: Renaissance, (Gear Up for the Green), Pace Communications (Wachovia)  
Bronze:  Rolls Royce Desk Diary, (Return of the Green Fairy),Faircount Media Group (Rolls Royce Owners Club)     

EDITORIAL | Best Feature Article/Package |50,000-250,000
Gold: Proto, (Yes. No. Maybe), Time Inc. Content Solutions (Massachusetts General Hospital)
Silver: Four Seasons Magazine, (Kitchen Science), Pace Communications (Four Seasons Hotels and Resorts)
Bronze: nyse magazine, (Delta’s Flight Plan), Time Inc. Content Solutions (New York Stock Exchange)

EDITORIAL | Best Feature Article/Package |More Than 250,000
Gold:  diane, (Breast Cancer Guide), Rodale Custom Publishing (Curves International)
Silver: New Outlook, (Bridging the Distance), Redwood Custom Communications (Sears Canada Inc.)
Bronze: At Home, (The Path Home) Meredith Integrated Marketing (Century 21)

EDITORIAL | Best Overall |Less Than 50,000
Gold:  MoFo Tech, Leverage Media (Morrison & Foerster LLP)
Silver:  WorldView, Leverage Media (Patton Boggs LLP)
Bronze: FedTech, TMG (CDW-G)

EDITORIAL | Best Overall |50,000 – 250,000
Gold:  enRoute, Spafax (Air Canada)
Silver:  Proto, Time Inc. Content Solutions (Massachusetts General Hospital)
Bronze: STIR, Hanley Wood Marketing (Sherwin-Williams)

EDITORIAL | Best Overall More Than 250,000
Gold:  Spirit, Pace Communications (Southwest Airlines)
Silver:  Lexus, Story Worldwide (Toyota Motor Sales)
Bronze:  Acura Style, Javelin Custom Publishing (American Honda Motor Company Inc.

EDITORIAL | Best New Magazine
Gold: PROJECT M, Burda Yukom(Allianz Global Investors)
Silver: MoFo Tech, Leverage Media (Morrison & Foerster LLP)
Bronze: Green Mechanical Contractor, Penton Media Inc. (Contractor Magazine)

EDITORIAL | Best New Newsletter
Gold: Healthlink, DCP (Brown & Toland Physicians)
Silver: Is Your Company Ready for Pandemic Flu? Hope Health (Hope Health)
Bronze: Advisor News, Pace Communications (Wachovia)

EDITORIAL | Most Improved Publication
Gold:  Georgetown Business, TMG (G.U. McDonough School of Business)
Silver:  Santa Barbara: The Magazine for Visitors, Pace Communications (Santa Barbara Conference and Visitors Bureau & Film Commission)
Bronze:  Fairmont Magazine, Spafax (Fairmont Hotel)

EDITORIAL | Best Column
Gold:  Continental, (The Guide), The Pohly Company (Continental Airlines)                                                                                                                                                                         
Silver:  ACCESS, (The Scorsese Selection),Meredith Integrated Marketing (DIRECTV)
Bronze:  diane, (Of Springsteen and Spring Cleaning), Rodale Custom Publishing (Curves International)

EDITORIAL | Best Regular Department
Gold:  Grape, (A Closer Look),Meredith Integrated Marketing (Publix)
Silver: MyBusiness (My Business Manual),Hammock Inc. (NFIB)
Bronze:  On Investing, (Across the Wire),Custom Solutions from SmartMoney(Charles Schwab)

EDITORIAL | Best Special Issue
Gold: 2009 Masters Journal, Golf Digest Publications (Augusta National Golf Club)
Silver: enRoute, (Food Issue), Spafax (Air Canada)
Bronze: THE STEP BEYOND, Journal International Verlags (EADS, Corporate Fraud Communications)

EDITORIAL | Best One-Shot
Gold:  Born Early, Rodale Custom Publishing (MedImmune)
Silver:  One Journey, D Custom (Purina One® Brand Pet Food)
Bronze:  WorldView, Leverage Media(Patton Boggs LLP)

EDITORIAL | Best International Publication
Gold:  Zoom, Infel AG (AET)
Silver:  Lamaze: Pregnancy, Birth & Beyond, Rodale Custom Publishing (Lamaze International, Inc.)
Bronze: inmotion, Journal International Verlags (MAN Nutefahrzeuge Gruppe)

STRATEGY | Best Tie-in with Corporate Integrated Marketing
Gold:  VIEWS, QuadCreative (Quad/Graphics)
Silver:  in, Spafax (LAN)
Bronze:  BizTech, FedTech, StateTech, EdTech Focus on K-12, EdTech Focus on Higher Education, TMG (CDW, CDW-G)

STRATEGY | Best Achievement of Corporate Objectives  
Gold: Little Brown Book, Rodale Custom Publishing (Bloomingdale's)
Silver: Traveler, Pace Communications (AAA of Northern California, Nevada and Utah)
Bronze: diane, Rodale Custom Publishing (Curves International)

STRATEGY | Proof of Return on Investment
Gold: Zappos Life Casual, King Fish Media (Zappos.com)
Silver: Zappos Life Active, King Fish Media (Zappos.com)
Bronze: UR Magazine, Rogers Publishing (Rogers Wireless Inc.)
 
STRATEGY | Best Distribution Strategy
Gold:  Countdown magazine, Parents Network Custom Media (Kimberly-Clark)
Silver:  Washington Flyer, TMG (Washington Flyer)
Bronze:  Little Pink Book, Rodale Custom Publishing (Bloomingdale's)

STRATEGY | Best Launch or Relaunch
Gold:  Sip & Savor: A Taste of Santa Barbara, Pace Communications (Santa Barbara Conference and Visitors Bureau & Film Commission)
Silver:  UR Magazine, Rogers Publishing (Rogers Wireless Inc.)
Bronze: diane, Rodale Custom Publishing(Curves International)
 
BEST IN CUSTOM : HONORING OVERALL EXCELLENCE
The Best in Custom Award recognizes products that achieve overall excellence in the following categories: editorial, design, strategy, distribution, and fulfillment of the client’s marketing objectives. This year’s award was presented to enRoute, published by Spafax.
 
Best in Custom Finalists:
MoFo Tech, Leverage Media
enRoute, Spafax
Spirit, Pace Communications
Parks, Time Inc. Content Solutions
Acura Style, Javelin Custom Publishing
Forecast.diabetes.org, TMG
Diane, Rodale Custom Publishing
Zappos Life Casual, Kingfish Media

Print Custom Magazines Still Work: Q&A with financial custom publisher T3 Publishing

Almost a year ago I came upon a custom magazine called thinkMoney from the company thinkorswim.  It's just one of those custom magazines that I like to keep around and refer to on occasion.  Design, content, calls-to-action...they are all working in the same direction. (fyi, thinkMoney won "Best New Magazine" for the CPC Pearl Awards in 2008.)

Over the past few months, I've been able to work on a few projects with thinkMoney's custom publisher, Kevin Lund from T3 Publishing. When he showed me some of the results from thinkMoney, I knew it was something we had to share on the blog.

Kevin's background is in financial education as well as business development and marketing for financial information services. Additionally, he's been an independent trader of equities and equity options for 12 years (so he knows the trading business).  Having made his living both trading the markets as well as writing, speaking and analyzing them, he has a good sense of what traders and investors need to know and want to hear.

Here's some of the highlights from our Q&A. If you think that custom print magazines don't work anymore because of the web, think again.

Joe: Kevin...before we get into your custom magazine project, let's have your take on the content marketing industry?

Kevin: In a word – crucial. It’s also growing leaps and bounds, whereas traditional advertising firms continue to struggle to reinvent themselves while latching onto status quos. I really don’t know how today, any company, whether you’re a one-person operation or a juggernaut can effectively market themselves in a world of so many choices, without making a concerted effort to connect with and educate their target audience as to why they should be taken seriously.

Consumers have become so much smarter with the proliferation of Web, social media and mobile technology that the definition of branding has risen far above 30 second messages that shout at the audience. “Build it and they will come” no longer works. Now, it’s more like “Build a buzz, and they will come.”. Content marketing goes right to the heart of the target audience with relevant messaging and has the ability to shape their behavior, without being sneaky.

I wish I could remember where I heard this from, but there’s a great Chinese proverb that we live and die by as a custom content firm that goes something like, “Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand.” That’s content marketing. If you’re a marketing professional, and you don’t understand the value in that, then you simply don’t get it, and you probably won’t survive.

Joe: Your client thinkorswim, why was a custom magazine on the list of marketing initiatives?

Kevin: Initially, the idea of a magazine hadn’t even crossed their mind. But they had a very real problem when they were acquired by a large, publically traded company (INVESTools) in early 2007. Their trading software was already widely regarded as the best in the retail option space, and because of their almost legendary customer service and quirky personality, they had an extremely loyal, almost cult-like customer base of very active traders. Not a very easy bunch to please, let me tell you.

Anyway, they didn’t want to risk losing touch with their core audience as they built critical mass. They needed an effective medium to scale their legendary personal touch, without the customers sensing that anything had really changed. At the same time, they needed a way to introduce new product lines, promote trading activity and build brand equity without going through traditional marketing channels. We brought the idea of the magazine to the president and founder of thinkorswim and he loved it. He hired us on the spot and thinkMoney was born. 

Joe: What types of results have you seen with the magazine, and how do you integrate it into their total marketing efforts?

Kevin: The results have truly exceeded even our highest expectations. According to readership surveys, over 90% of the audience has acted on the information in some meaningful way, a majority of which, has driven revenue directly to the firm. It’s really the best of both worlds for them. It’s not only become one of the firm’s most powerful marketing pieces, but it’s also the voice of thinkorswim as a firm.

The magazine has been so successful that it has become a brand within the brand that customers rely on, with anticipation. We get some of the funniest fan mail. We’ve been told by customers that they actually wait outside their mailbox just to get it. Another customer said he’d trade in his spouse for a lifetime subscription! That’s the extreme of course, but that gives you an idea of the type of buzz that we’ve created.

When we started conceptualizing thinkMoney, the company freely admitted that despite their success, they were terrible at marketing themselves, so they really didn’t put any limitations as to what we could do, which for a brokerage firm is rare.  Much of the design elements and art that we’ve introduced into the magazine has found its way into the branding campaigns for the firm, which is very flattering.

The creative license we’ve been given is just amazing, but because of it, we’ve been able to defy the conventional wisdom on Wall Street and produce a serious financial magazine that makes you laugh while learning how to trade a complex product like derivatives. It shows their audience that while they don’t take themselves too seriously, their message is serious and they are a voice to be heard.

Joe:  Why is expert custom content so important for traders?

Kevin: If you want to get through to traders, you need to speak the language of trading, which is not to be confused with financial reporting. We do both, but if you use financial reporters for a trading magazine, your audience will see right through you and lose interest. Traders typically aren’t interested in mutual funds or making 10% returns a year. The term “compounding interest” isn’t in their vocabulary. Rather, they thrive on the alternate reality they live in. The average person that loses $5,000 in a stock investment might think about cancelling the family vacation that year. But for the trader, it might be all in a day’s work, and there’s always tomorrow.

So the information you have to give traders needs to be relevant, useful and timely. They live for the moment, so the content needs to cater to that mentality. This is a magazine by traders for traders, which is a very different approach than most other financial magazines.

But this is the same for trading as it is any niche market, which is really what I think your question speaks more loudly to. No matter what your niche is, you want to balance the needs of your audience with your marketing objectives. The formula isn’t difficult: Give them information that is actually worth learning and is actionable right now. That’s it. No real secret.

Joe: What's next for thinkMoney?

Kevin: We’re working carefully with thinkorswim right now through the next phase of their ongoing evolution. They recently merged with TD Ameritrade, so they’ve inherited a new set of challenges that are very positive, but challenges nonetheless. We’ve been here before though, and the magic that came from that is something we can repeat again, I’m sure.

Other Relevant Articles:

• Financials Break Out the Content
• Fisher Investments: Writing the Book on How to Drive a Business with Content

The Custom Content Conference You Can't Afford to Miss

For you regular reader of the Junta42 blog, you'll know I don't promote many conferences.  Well, here is the exception.

The 2009 Custom Content Conference is one you can't afford to miss if you are trying to figure out how to leverage custom content as part of your overall marketing or publishing strategy.

This year's conference (March 22 - 24) revolves around the theme "The Future of Branded Content" - and the Custom Publishing Council (who is organizing the event) has the speakers to prove it.

Here are the reasons why this is a must attend event:

1. The Speakers: Best-selling author and marketing guru David Meerman Scott is frankly a must see. Sam Sebastian of Google will give you the insights as to how Google sees the role of custom content for both marketers and publishers. Add to that Chris Overholt of the Miami Dolphins and Kate Thorp, CEO of Real Girls Network (among many others), and you won't be disappointed.
2. The Venue: South Beach (Trump International) in March sounds good to me, especially as Cleveland is buried in 50 inches of snow.
3. The Price: $695 for an event like this is a steal (even in a recession). Be sure to register before February 20th to get this price.
4. The Networking: Talk with some of the leading marketing and publishing minds in North America (by the way, I'll be there as well).
5. The Learning: Take home clear tactics and strategies you can use now to transform your marketing or publishing operation.

Disclaimer - I am a Custom Publishing Council board member, and Junta42 is a sponsor for this event, but don't let that fool you. I'd be going to this conference anyway (in a heartbeat).

One final important note - Don't be fooled, this event is for both marketers and publishers. If the new marketing reality has taught us anything, we are all media companies. We all need to understand how to create and distribute valuable, relevant and compelling content. If you aren't sure, contact me personally and I'll talk you into it.

Register Today!

Online Content Strategies Every Marketer Needs - A Forrester Report

I attended a presentation by Sarah Rottman Epps from Forrester last week during our Custom Publishing Council member meeting.  Sarah gave an excellent presentation about how custom publishers can make the jump from print to online content solutions, but her advice is just as important for content marketers.

Here are some of the stats that made her case:

• People want their online experiences to be visual (39% of US adults watch video online).
• People want their online experiences to be social (35% of US adults connect on social networks).
• They want to have fun (48% of US adults play online games).

Sarah also stated many reasons why customers won't come to your website, including the integration of RSS, widgets and the growth of mobile devices. This means that your content needs to be everywhere, not just your website.

The solutions to these behavioral patterns are three-fold, according to Forrester's Epps.  They include:

1. Aggregate Content and Functionality

For example, the Baltimore Sun integrated widgets next to their content about gas and oil-related content that helped readers find the cheapest gas prices in the region.

And the Washington Post works with Sphere.com to show readers who's blogging about their articles.

2. Syndicate Broadly to Engage Your Audience

The Wall Street Journal, the CBC and others use Loomia to syndicate their content on Facebook.

 

3. Use Social Media To Get Customers to Engage with Your Brand

Here, Epps recommended acquiring a clear understanding of how far your customers and prospects can be pushed up the online social ladder. For example, if the core part of your audience right now is spectators versus creators, your expectations for social media involvement should be at a much lower level.  Start there, and then push the envelope.

The key here is to get to know your audience.

Have you asked your customers what their level of social media involvement is? If you haven't, now is the time. Surveys are great, but don't forget one-on-one meetings. I would recommend having your direct salespeople ask this question as well. In order to prepare to ask the question confidently, they'll most likely need to prepare - which is a good thing.

Here's my takeaway:

The key to any online content strategy working is an understanding of your audience. What are their informational needs? How far can you take them without losing them? Experimentation is great, but remember that it's not about the technology, it's about people.

This is one thing that will never change.

Subscribe  -  Junta42  -  Find Content Vendors  -  Get the Book

Custom Publishing Council Celebrates 2008 Pearl Award Winners

I just came back from the 2008 Custom Publishing Council Pearl Awards Ceremony in New York City at the Rainbow Room. The Pearl Awards is a celebration of the best that the custom publishing industry has to offer.

Some of the highlights included:

• Don Johnson, Editor-in-Chief for Meredith Integrated Marketing, took home the coveted John Caldwell Award, which celebrates lifetime achievement in the custom publishing industry. Don, a 40+ year veteran at Meredith, won the night over with an emotional acceptance speech that brought tears to many in the room.
• The Best in Custom Award, sponsored by Nxtbook Media, went to Centurion magazine from American Express, produced by Journal International Verlag.
• Rodale Custom Publishing was the big winner of the night, taking home an astounding 13 Gold awards. 
• Co-presenter Jonah Bloom (from AdAge - who presented along side Mr. Magazine himself Samir Husni) had trouble pronouncing Lamaze (a Rodale magazine) most of the night (all in good fun). Jonah also wanted to know the ROI on the Merrill Lynch custom magazine.
• Junta42 came away with two gold awards (best microsite and best blog).

Also, a big thanks to the sponsors who helped make the night possible: Nxtbook Media, Fry Communications, Lane Press, Arandell Corporation, and Convera.

Here is the full-list of award winners.  Congratulations to all the winners.  There were truly some amazing print and web publications on display from the best content providers the industry has to offer. 

Design

Best Cover

Under 50,000 - Luxury Travel Guide/Faircount Media Group

50,000 - 250,000 - Ethisphere/Mindspace

Over 250,000 - deliver/Campbell-Ewald

Best Opening Spread

Under 250,000 - big ideas in technology/Leverage Media

Over 250,000 - all animals/Time Inc. Content Solutions

Best Overall Design

Under 50,000 - Gilette: The Best a Man Can Get/Time Inc. Content Solutions

50,000 - 250,000 - Momentum/Journal International Verlag

Over 250,000 - deliver/Campbell-Ewald

Best New Magazine

thinkMoney/T3 Publishing

Best New Newsletter

Solage/DCP

Most Improved Publication

Under 50,000 - Draeger's Cooking/DCP

Over 50,000 - escape/Great Water Media

Best Special Issue

Capital Thinking/Leverage Media

Best One-Shot

Next*/DCP

Best Use of Photography

Under 50,000 - Experience Bermuda 2008/09 / HCP/Aboard Publishing

50,000 - 250,000 - Four Seasons Magazine/Pace Communications

Over 250,000 - Hemispheres Magazine/Pace Communications

Best Use of Illustration

Under 50,000 - Independent School/The Magazine Group

50,000 - 250,000 - little brown book/Rodale Custom Publishing

Over 250,000 - Sky/Pace Communications

Best Use of Typography

Hemispheres/Pace Communications

Best Tie-In with Corporate Marketing Objectives

on Investing/Custom Solutions from Smart Money

Digital

Best Integrated Print and Web Program

Stir/Hanley Wood Marketing

Best Web Publication

F2/Fader Media

Best E-Newsletter

on Air/Spafax Canada

Best Microsite

Junta42.com/Whitespace Creative

Best Blog

Junta42 blog/Z Squared Media

Best Use of Alternative Media or Multimedia Technology

National Small Business Summit Website/Hammock Inc.

Best Interactive Tool

You24/Rodale Custom Publishing

Best Web Feature or Article

You24/Rodale Custom Publishing

Best Overall Web Design

Cygnus Custom Solutions/Cygnus Business Media

Best Achievement of Corporate Objectives

Lamaze/Rodale Custom Publishing

Best Launch or Relaunch

Guide 2 Gaming/Future Plus

Editorial

Best Cover Lines

CBS Watch!/McMurry

Best Feature Article/Package

Under 250,000 - Capital Thinking/Leverage Media

Over 250,000 - Look Good Feel Better/Transcontinental Custom Communications

Best Overall Editorial

Under 50,000 - Centurion/Journal International Verlag

50,000 - 250,000 - cleveland clinic magazine/The Magazine Group

Over 250,000 - Acura Style/Javelin Custom Publishing

Best New Magazine

Are You? Central/Emphasis Media Limited

Best New Newsletter

cancer prevention works/Rodale Custom Publishing

Most Improved Publication

Girl Scout Leader/Spot On media

Best Column

diane/Rodale Custom Publishing

Best Regular Department

Hemispheres/Pace Communications

Best Special Issue

little pink book/Rodale Custom Publishing

Best One-Shot

Fight One - Doubledown Media

Best International Publication

Automation Today Asia Pacific/Penton Custom Media

Strategy

Best Tie-In with Corporate Integrated Marketing Campaign

Smart & Simple/Rodale Custom Publishing

Best Achievement of Corporate Objectives - B2B

Wal-Mart world/Rodale Custom Publishing

Best Achievement of Corporate Objectives - B2C

little brown book/Rodale Custom Publishing

Best Proof of Return on Investment

little pink book/Rodale Custom Publishing

Best Distribution Strategy

deliver/Campbell-Ewald

Best New Launch or Relaunch - B2B

Wal-Mart world/Rodale Custom Publishing

Best New Launch or Relaunch - B2C

Lamaze/Rodale Custom Publishing

Related Articles

• Custom Publishing Council Announces 2007 Pearl Awards Winners

Custom Content Conference 2008 a Huge Success

It's hard to imagine that the premier Custom Content Conference could have gone any better.  We were shooting for at least 100 and had closer to 140 attend.  We were hoping for a few sponsors and sold out our exhibits and sponsorships. We wanted great speakers and interactive sessions...and got those too.

I always seemed to be running around at the conference and didn't have as much time as I would have liked to enjoy the presentations. The second day I completely missed (in NYC for the Publishing Business conference), so please see Newt Barrett's takeaways from the conference.  Also, Jeremy Greenfield provides some insight into the first day as well. I didn't take many pics, but here are the ones I did manage to get. [added, Barbara Logan's post from Hammock].

Here are my takeaways:

• From Joe Duffy's presentation, he cited that (according to Yankelovich 2005) 56% of consumers avoid products and services that overtly market.  Creating valuable content targeted to customers instead of hard selling is not just a recommendation, but a survival requirement.
• Duffy: the marketer's role is shifting from storyteller to the true creator of a better life experience. Amen brother!
• George Bernard Shaw Quote: "The reasonable man adapts himself to the world, the unreasonable one persists in customizing the world to himself and his values." There are more than a few people I need to send that quote to.
• While I was listening to a presentation by Brand Keys, this concept hit me in regard to traditional publishers:  the customers (advertisers) of traditional publishers and media companies don't need them anymore. I used this concept to begin my presentation at Publishing Business conference the next day. Why use the middleman when you can go direct?  We are seeing this more and more and will continue to.  Have you seen BusinessWeek or Advertising Age lately?
• Geoff Cook, the CEO of myYearbook.com, talked in detail about the rise of his social networking site targeted to 13-17 year olds (which is rising by leaps and bounds). Consumers, more than ever in history, want to be part of something, be associated with something.  That is a major reason why social media initiatives are taking off. It makes sense that the more people live in a virtual world, the more they long for networks and associations.
• Following up on the previous point, Kenneth Neher with GlaxoSmithKline, referred to association marketing linking directly with their key driver, which is advocacy. Neher stated that the right content at the right time from the right brand builds true advocacy. He also showed his loyalty continuum which is:
  
  aware - interested - try - adopt - loyal - advocate
  
  Neher also stated that a key to their advocacy success has been their consistent use of print and online content efforts directly targeted to their consumer groups.
• Kent Nichols, the creator of the popular Ask a Ninja episodes, was probably the most entertaining of all, especially with the number of jabs against living in Ohio (which, for the most part, were true, what can I say?). Kent has proven that successful online business models today have nothing to do with the way business was done in the past. That said, you can't do much online without either great content, or ways that people can interact with compelling content.
• Joseph Plummer rounded out the first day with an excellent presentation on engagement. "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context." Plummer's idea of "turned on" has a lot to do with co-ownership and co-creation of the brand. Couple points here...1) the faster you realize that your customers, not you, own the brand, the more you'll be able to use content marketing as a core to your overall strategic vision and give your customers the access they need to help you build your brand, and 2) don't underestimate the power of how and in what format your content is delivered.  Great content in the wrong delivery vehicle or wrong location can damage the brand. The message idea and the context idea don't arrive until after you have a firm grasp of the customers' needs and wants from an informational perspective.

That's just for starters.  I have a few more concepts I've been working on related to the conference that I'll be sharing soon.  Last but not least, the launch of Junta42 Match was very successful. Receiving great feedback from publishers about the concept.  As you'll see in this picture, I'm a bit partial to orange.

Final thoughts...big thanks and appreciation goes out to Lori Rosen and Mike Winkleman (and the board) for putting on a great show. And last but not least, I have to throw some props to my good friends at the following organizations, who gladly supported this first year event. Premier sponsor Nxtbook Media, gold sponsor Fry Communications, and the rest of our supporters including BPA Worldwide, Convera, Creel, D Custom, Lane Press, Publishers Press, Readex Research and Texterity.

Finding a Custom Publisher Just Got a Whole Lot Easier: Custom Publishing Industry Gets Behind Junta42 Match

We are proud to announce that Junta42 has partnered with three elite organizations around the launch of our new content marketing matching product Junta42 Match.  The Custom Publishing Council, American Business Media, and BtoB Magazine have all formed strategic alliances with Junta42 Match, announced formally Wednesday.

Please read the entire release here for all the details. For a brief 2 minute video on why Junta42 was created and how it will work, check out this video.

The core issue is that content marketing is becoming more important to businesses around the world, yet it's challenging, and sometimes even cost- or culture-prohibitive, to create strategic content programs internally. If a marketer decides to search for a content or publishing partner, it's very difficult to find the right one.  Most of the time, marketers rely on referrals, search engines, or an RFP blast to locate the perfect provider. Any of these strategies might take days, weeks, even months to find the right match. Worse yet, they might call on their agency to provide a content solution, who may or may not have the relevant content or product qualifications to do the job.

On the flip side, new business opportunities are still the driver of long-term custom publisher profitability. Yet, the process for finding qualified leads for custom publishers hasn't changed in years, and is far behind many industries that have leveraged the internet to create a buyer/seller marketplace.

Thus, Junta42 Match was born.  The service will be an audited directory of custom publishing providers, and will give marketing and association professionals the ability to match their project (a custom magazine, newsletter, content Web site, video series, enewsletter, custom event, etc.) to the exact qualifications of a custom publisher or content agency. Matching services will be conducted online, allowing for ease and anonymity.

Junta42 Match will be free for buyers (those looking for expert content help). Sellers—including custom publishers, traditional publishers with custom divisions, advertising and digital agencies, direct marketers, pr firms, etc.—will be charged an annual or monthly listing fee. All content providers will be offered a free trial.

The service will be open to publishers on March 9, 2008 (launching in time for the Custom Content Conference), and will be available to marketing professionals for matches by mid-May.

We've already received a flurry of positive feedback, but I'm more interested in getting actual feedback once the service is launched.  We believe we are addressing a real need here.  Hopefully you agree.

Where Are all the Content Champions? - Random thoughts on Content in an Online World

In writing this blog post for the Custom Publishing Council on the content marketing/custom publishing sales process, I started to think of how challenging it is to sell the idea of content to marketing professionals. The whole idea behind selling a large custom media package from a sales standpoint is to create a series of yes answers that lead to a close. 

Content marketing is perhaps the fastest growing marketing element (Yes, you heard me). Everyone talks of the internet and its growth (which is true), but we must realize that a large portion of the growth in online spending has to do with website content, webcasts, branded video, blogs, wikis, podcasts, article marketing, white papers, etc. All of these are delivered online, but they are successful based on two things - content + online marketing efforts.

The frenzy of online, continued in 2007 and into 2008 around Facebook, Twitter, YouTube, Digg, StumbleUpon and more, is almost always based on getting better, more accessible content into the hands of targeted users. Yet, most marketers think of social media or the internet, and not necessarily the creation of content, which is a must for a content marketing program to be successful.

Here are some basic thoughts that come to mind:

• If the brand is our relationship with our customers, that relationship is molded by what we or others communicate. Thus, it is content that essentially creates (and influences) the brand.
• Want better search engine placement? - be a better content marketer. Better content will score you an increased Google page rank, will induce more people to link to your site, and, because of the process itself, update your website more frequently (which helps in both previous items).
• The internet is a baby at this point...so young we aren't even sure what to make of it. It is right now that the great brands of the world are creating their lasting online brands through content. You could never make the case that it's too late to get into the content game.
• Businesses need to assign a content evangelist, perhaps a chief content officer or director of content strategy. Much like the importance of the internet sprang a slew of CIO's and CTO's, brands must internally support the importance of content and assign a champion.
• Media has us hooked. Almost like being brainwashed, we naturally prioritize traditional marketing first when launching new products or initiatives. Break out of that cycle now. Leverage traditional marketing to promote your content initiatives!

Possibly if we were less prone to think of anything besides content, we would be more apt to find an expert content partner and get us to communicate faster and better with our customers. After all, perhaps more than any other media, content marketing is all about your customers. Could focusing on your customers be so wrong???

To subscribe to more quality content like this post, receive the email update or get the RSS feed!

Related Articles:

• Corporate Content Will Take Over Media As We Know It
• Media Companies Are Waiting to Make You a Publisher
• 42 Content-Building Ways to Attract and Retain Buyers
• 16 Questions to Ask Before Launching a Content Marketing Project
  

Available at Junta42

• Consumer Case Studies
• Business-to-Business Case Studies
• Content Marketing 101

Custom Content Conference: Finally, A Conference for Content Marketing

It's been a long wait, but there is finally a conference dedicated to excellence in corporate content. The Custom Publishing Council is putting on the premier conference dedicated to custom publishing and content marketing. The conference takes place from March 9-11, 2008 at the Marriott in New Orleans.

We all know it, but most marketers can't see it yet.  They have the power to create conversations and relationships directly with their customers.  No middle-men or distributors required. Organizations have the power to create great content through multiple formats that truly make a difference in their customers' lives. That's what this conference is all about. If you are at all interested in learning how to create more valuable content for your customers, and learn how to market it through the most effective formats - attend this conference.

Executives from Six Apart, Brand Keys, GlaxoSmithKline and the Advertising Research Foundation (among others) will be presenting their content expertise at the event.  Junta42 is proud to be a Gold Sponsor for the event.

I truly believe that this will not only be a valuable event, but is important to the future of our industry. Content marketing has come a long way, but let's face it, there is still a lot of horrible marketing going on out there.  Those marketers need help...but we can all do our part. Register by January 1, 2008 and receive $100 off the fee ($595 total)!

Custom Publishing Council Launches Content Magazine

Congratulations to the Custom Publishing Council for their premiere launch of Content magazine. Content is a 32 page over-sized magazine that targets 35,000 marketing professionals, CMOs and media executives. The initial magazine was mailed out the 2nd week of November, with upcoming issues in January, June and October of 2008.

We (the Custom Publishing Council) have been discussing "putting our money where our mouth is" ever since I joined five years ago. Well, we've finally done it...and, with high standards to live up to, the team did some excellent work.  After all, the association that promotes custom magazines better have a darn good magazine.

Take a look at the digital edition of the magazine. Of particular note, please check out Samir "Mr. Magazine" Husni's piece on Connecting Customers with Brands. Samir and I had a nice conversation at the Pearl awards about the need to constantly refer to our readers not as readers, but as customers (and explains it very well in this editorial). The key is that using the term "readers" is short-sighted, and doesn't reference the true level of engagement the customer has (or can have) with a custom magazine or content marketing initiative.

If the brand has done its job of determining the informational needs of the customer, and provides relevant content to meet those informational needs and wants, a brand connection is not only possible, but probable.

To subscribe to more quality content like this post, receive the email update or get the RSS feed!

Related Articles:

• 42 Content-Building Ways to Attract and Retain Buyers
• Custom Publishing Council Announces Pearl Award Winners
• Pearl Awards Recap and Dinner

>>If you liked this article, try Junta42 for more.