Page 3 - RadonicRodgers AdVantage #2

Custom publishing adds value to communications
favourite Most of us have a
magazine that we like to occasionally curl up and read when time permits. Perhaps it is a weekly general interest news magazine, or perhaps a sports journal. Maybe even a fashion mag with all the latest trends. We love our magazines because they talk
specifically to our interest. They report on things that we want to know about and we, in turn, invest a certain amount of trust in the publications’ authority on the particular interest focus or topic.
This is the power of periodical They speak with a voice
that is familiar and appropriate for our interests, creating a sense of connection with the greater community of the magazine readership.
Ross Rodgers, Creative
Services Partner, has had a
career of magazine design with award- winning designs in daily newspapers, maga- zines and advertorial insert publications for national news magazines including TIME and Maclean’s. RadonicRodgers has provided custom publishing research, strategy, consulting, and publication design services for a number of clients including the Ensemble Travel Group’s Vacations, Ontario College of Teachers’ Professionally Speaking, Sunwing Airlines’ Wings, TownMedia’s publications OntarioGolf and Equip Golf, National Post’s Golf and the RCGA Bell Canadian Open programs.
A growing
marketing trend
It is no surprise that “custom publishing” has become increasingly more prevalent as a communications tool for organizations and companies. Custom-publishing refers to regularly released communications pieces usually in the format of a magazine or journal with “magazine” fixtures such as columnists, features, editorials, and regular departments.
To quote the Custom Publishing Council “Custom publishing marries the marketing ambitions of a company with the information needs of its target audience.
This occurs through the delivery of editorial content—via print, Internet, and other media—so intrinsically valuable that it moves the recipient’s behaviour in a desired positive direction.”
Companies can use this format to promote products, services or concepts in a more subtle but effective way that adds
Printed on recycled paper. Please pass on or recycle.
value and relevance for the reader. There may be how-to articles or interest features that appeal to the particular target market, for example. This marketing tool often combines the editorial magazine format with a catalog/brochure format (in either Web or print media) and is often
referred to with many different terms such as: custom publishing, custom media, branded content,
branded media, branded editorial, orporate journalism, advertorial, mag-a-log, mag-a-chure, etc.
These publications foster interest in the
publishing organizations’ objectives and in its
particular features and philosophical offerings. This
“softer” sell encourages regular reading by building a
relationship with the reader while also drawing their attention
to the underlying marketing message. Ross Rodgers continues “There is a
trust factor that comes into play when you offer readers relevant info in a magazine format. While these communications are generally very effective, it also presents an ethical challenge to the custom-publisher and its editors to be factual with as much balance as possible, given the trust that readers invest in publications.” ●●
Cuba takes the express...
▲ LEFT TO RIGHT: Ruedi Hafen, Owner; Lena Droujko, Executive Assistant; Roland Leduc, Account Executive; Rosalyn Rodgers, Copy Writer; Rene Huessy, Operations Manager; Aneta Fleming, Marketing Director.
Flyin’ high
with Niagara
Helicopters
s.
c
NIAGARA FALLS • One of RadonicRodgers’ new clients this year is the high-flying Niagara Helicopters.
Niagara Helicopters is located in Niagara Falls, Ontario, and offers 12- minute helicopter tours of the famous falls. In operation for the past 25 years, Niagara Helicopters is the only daily, year- round aerial sightseeing tour operator of the Falls, and has been named Niagara’s Attraction of the Year five times.
Other clients added this year include: Blackthorn Management; Cancer Care Ontario; Circle Line Cruise Lines; Cubanacan Canada; First Choice Student Travel; Great Wolf Lodge; Tourist office of Spain;
WestJet Vacations. ●●
TORONTO • Earlier this fall, RadonicRodgers launched a 6-month campaign with the Viva Cuba Airport Express Bus Wrap in
Toronto, for the Cuba Tourist Bureau.
The campaign will run from September 2007 to March 2008 with a full bus wrap that completely encloses all visible surfaces of the buses, hence the term
“wrap” (including windows with semi-transparent materials). The Airport Express Shuttle Bus, traveling between Toronto Pearson International Airport and downtown Toronto multiple times per day, operates almost around the clock. Total potential traffic on this route is approximately 460,000 people per day, while there
LEFT TO RIGHT: Edward Radonic, Managing Partner; Carlos Zambrano Director English Speaking Canada
for Cuba Tourist Bureau; Nick Koulovasilopoulos with Orion Media, media specialist for RadonicRodgers.
are 31 million people traveling through the
Toronto airport per year. The entire bus is wrapped with the Cuba
Campaign images familiar to the market place from the current Viva Cuba 2006/2007 billboard campaign featured in prominent locations throughout Toronto and Montreal. ●●
ADVANTAGE NO. 2 www.radonicrodgers.com Toll free: 1 800 585 3029 3