Concept and Development
The key to a successful custom publication is finding a way to merge the reader’s information needs with the sponsor’s message points. No one format works all the time. Different media, sizes, architectures, frequencies, audiences, integrated marketing packages, means of distribution, and even price points all need to be considered—and, sometimes, invented.

Editorial
Developing reader-driven sponsored publications that present need-to-know information while still communicating a sponsor’s message points is a balancing act. It’s as different from writing pure journalism as it is from writing brochure copy. It requires reporting skills and expertise in the subject area, a sensitivity to the needs of the sponsor, and an understanding of reader habits and expectations that ensure that the sponsored editorial maintains an editorial, rather than an advertorial or brochure posture.

Art Direction
Key to getting a reader to open, read, and remember the messages communicated in a sponsored publication is the look and feel of the publication. The balancing act here is parallel to that performed by the editorial team.

Production
Because custom publications need to work in concert with a sponsor’s own client relationships and approval processes, production schedules need to be more flexible that those of traditional publications. And because customization is the byword in every aspect of custom publishing, custom publishers need to be able to offer a wide range of sizes, press runs, paper stocks, and production configurations. Quickly—and cost-effectively.

Distribution
In custom publishing, customization goes beyond the packaging. Even more critical is how and to whom a publication is distributed. Sometimes it’s sufficient to send it to a specific publication’s audience (in a polybag, for example); other times it’s critical to develop a well-targeted mailing list that maximizes a sponsor’s control and the publication’s impact. Always you need to find the right combination of methods.