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1- What are the
key elements of a custom magazine? [top]
A typical Pinnacle Publications custom magazine consists
of three important elements.
-
Custom
editorial content This is what makes the magazine
yours. It includes material developed by or on behalf
of your company, specifically designed to achieve
your predefined objectives.
Custom
content examples
Custom
cover examples
-
Syndicated
business editorial content Some of our clients
elect to include syndicated content as a value added
element of their magazine. Pinnacle Publications
develops this element of the magazine so that it
may be used in a variety of our client magazines.
Articles are developed keeping the interests of
business owners and managers in mind.
Syndicated
content examples
-
Advertising
Advertising can play a unique role in custom magazines
and when you welcome the support of advertisers
their participation is coordinated by specially
trained Pinnacle Publications associates. Clients
may involve their closest business associates as
cosponsors. When developed effectively, advertising
has long been recognized as good for business. In
the case of custom company magazines, it's as close
to a sure bet as the business world can offer. Vendors,
suppliers, subcontractors, and others joint-venture
in your effort. This can only mean more business
for everyone. The traditional value of advertising
can and should be viewed as "icing on the cake."
What can be better than a marketing
communications program that costs pennies on the
dollar, solidifies established relationships and
helps develop new opportunities? Indeed, vendors
and suppliers are often offended if they are not
invited to participate. Some will seek other ways
(in addition to display advertising) to boost their
presence in your magazine.
Ad
examples
2 - Why will
businesses joint venture in my company magazine?
[top]
To many of our new clients, it's hard to perceive that
other businesses will choose to cosponsor their magazines.
The reason they do can be stated in one word - partnership.
Businesses choosing to cosponsor your magazine recognize
the effectiveness of a highly targeted custom magazine,
and the value of your good name. Those who participate
understand that as your business succeeds, so does theirs.
Others know that merely having their name associated
with yours will have a positive affect on their bottom
line.
3 - What about
co-op advertising? [top]
Co-op advertising may be an option for some cosponsors.
It's not unusual for businesses to leave valuable co-op
dollars on the table. Pinnacle Publications can help
identify and coordinate the co-op funds.
4 - Can we choose
not to have cosponsors? [top]
Absolutely! Cosponsorship is an option to help defray
a company's costs.
5 - What's the
process like? [top]
Pinnacle Publications employs a simple three-step
process designed to assure clients that incorporating
a magazine into their communications and marketing mix
is simple, efficient, and cost effective.
6 - How time
consuming is it for a business to have its own magazine?
[top]
Our clients tell us they spend less than eight hours
a quarter on their magazine. Pinnacle Publications is
prepared to manage any and all elements related to developing
your magazine. The only aspects that require your firsthand
involvement are the development of the objectives. This
ensures your understanding of the process and should
only require a few hours annually. Naturally, you may
be as involved as you choose.
7 - What can
we do if multiple markets need to be served?
[top]
One of the benefits of custom publishing is its ability
to address more than one market. While most of your
publication will likely be the same for all markets,
certain pages can be included to target diverse markets,
such as employees, customers, or vendors.
8 - How will
I know what to put into my magazine? [top]
Pinnacle will begin to answer this question through
a brainstorming questionnaire
and interview. It helps both of us think through the
process. We have developed publications for clients
in a wide variety of businesses. Typically, the concern
becomes a matter of too much material rather than not
enough.
9 - We don't have
any writers on our staff. Where will the custom content
come from? [top]
The actual content will be determined based on the objectives
developed early in the process. For those clients without
the time or staff capacity to prepare their own editorial
content, Pinnacle Publications will do so on their behalf.
10 - Don't
people already get too much "junk mail?"
[top]
We can't disagree with this assertion. So, it becomes
incumbent upon us to make certain that the content in
your magazine is substantive. It must be viewed by your
"readers" as valuable information that impacts
their day-to-day business.
11 - Why should
I expect my magazine to get read?
[top]
None of us read all the magazines we get. We do, however,
read those that interest us and/or impact our businesses.
That simply means we have to make certain we understand
your customers wants and needs. You know what that is
better than anyone. Simply share the answers with us
and we'll make your magazine count.
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