Custom media

Custom media is a marketing term referring broadly to the development, production and delivery of media (print, digital, audio, video, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience. It is also called branded media, customer media, member media, content marketing, and custom publishing in the US; contract publishing and customer publishing in the UK. In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine is the most successful example of the genre.

Typically, custom media is sponsored by a single marketer (a company, brand, association or institution) and is designed to reach a tightly focused audience of customers, members, alumni or other constituency. Custom media can be produced "in-house" by such organizations. Over the past two decades, a growing number of specialized publishing and media firms have emerged, called "custom media" or "custom publishing" companies in the US, and "customer publishers'" or '"publishing agencies" in the UK. Like advertising and other marketing services firms, the companies or divisions of traditional media companies, provide professional marketing and communications services to clients for a fee. Such out-sourced services can be limited to design and editorial responsibilities or include the complete production and distribution process. In addition, many of the companies sell advertising space within custom publications to third parties; this subsidises the cost of publication; creates a more authentic editorial environment; and allows third parties to purchase and publicise an association with the media's sponsor, while reaching that sponsor's customers (eg food suppliers may purchase advertising space within a supermarket's custom media).

Custom media aims to build a relationship of trust and loyalty with the sponsor's customers, so they regard the sponsor as the vendor of choice when they make purchases. This is accomplished by providing information and, often, advice, that meets the needs and suits the preferences of the sponsor's target market[1]. It serves the interests of the audience, rather than overtly plugging products and services the way ads do.

That's not so different from the way traditional media attracts and retains an audience. But custom media is different from traditional media in very significant ways. The content is carefully edited in order to reflect only the interests, needs and lifestyle of a sponsor's audience, while reinforcing the sponsor's brand values.

Moreover, the distinction between editorial content and marketing/advertising content is less well defined than in traditional media.

Traditional magazine stories, for example, try to canvas many sources and points of view to produce an objective article. Typically, stories in custom media rely on the sponsoring company and its partners as sources of information and don't quote or refer to competitors or critics.

A custom magazine for a car maker might print a story about financing a new car. While the story would likely compare the pros and cons of leasing vs. buying, it would not likely compare the interest rates and other contract terms offered by various car makers, to help the reader find the best deal.

Further, stories in custom publications often contain recommendations for the sponsors' products and services. A custom magazine for a food chain, for instance, might include recipes, nutritional information and tips for packing kids' lunches and entertaining. Typically, each story will suggest the reader use house-brands.

A traditional food magazine might run the same stories, but would likely recommend generic products or a variety of brands.

The challenge for custom media is to maintain credibility comparable to that of traditional media. Readers' perceptions of the value of the information and advice declines when every story in a custom magazine overtly plugs the sponsors' products and services. The magazine will tend to be more successful at creating confidence in and loyalty to the sponsor if readers perceive it to have their best interests at heart than if they regard it as merely a sales vehicle[2].

However, custom magazines and other custom media can be as valuable to their audiences as they are to their sponsors, if well targeted and produced with reader service as a guidepost for content decisions.

Independent research [3] sponsored by the UK industry suggests that custom media commands greater audience attention than alternative media; increases brand loyalty; and drives future sales.

See also

• Content marketing
• Association of Publishing Agencies - UK trade association of customer publishing agencies.

External links

• www.customermedia.nl - NL specialised daily refreshed website with the latest news in custom and consumer publishing in the Netherlands and Europe
• American Business Media, Custom Media Committee - U.S. trade association of business-to-business media companies providing custom media services.
• Association of Publishing Agencies
• Custom Content Council - U.S. trade association of custom media providers (formerly, Custom Publishing Council).
• Academic analysis of the UK contract publishing magazine sector.