Custom Publishing Becomes Custom Marketing

If you've ever done work in custom publishing, you know that it's really been about marketing - creating material whose value the client hopes to wear in the perception of its clients and prospects. According to this important article in AdAge, you can now put the emphasis on the marketing and take it away from the "publishing":

"We would rather call it custom marketing today," said Wendy Riches, exec VP at one of the biggest custom players, Meredith Publishing Group. That's because what used to be custom publishing now includes word-of-mouth, the internet, e-mail newsletters, mobile alerts, deeper database crunches and complex behavioral modeling.

The reason I emphasize the importance is that as custom publishers change their focus, they will look for writers with a broader set of experiences and competencies. If readership drops on magazines in general, chances are that it will, as well, with custom-published magazines. The publishers and their clients need to find new, productive outlets - and freelance writers need to find ways to show that they are the ones who can create the content for these new ventures.

Do not assume that a previous track record with the publisher will help. The client ultimately calls the tune, not the publisher. That is why the custom publishers often have the clients vet potential contributors. If you can't show that you've written for the web and email delivery, that you haven't produced any multimedia, that you don't understand the results of data modeling, it's likely the clients will say, "Please get us someone who knows these areas." You might argue that adapting to a new form isn't that hugely difficult, and I'd agree, if you are a versatile writer. But the client will perceive the world as it will, and will not want to foot the bill to let you get up to speed. Get the experience now, before you need to demonstrate it.