Custom Publishing’s Growth Spurt Continues: An Interview with Lori Rosen, Executive Director, Custom Publishing Council
April 2007Inbox: Custom publishing continues to grow, but what are one or two challenges the industry is faced with today?
Rosen: It boils down to three letters: ROI. But that is no surprise. Every type of media wrestles with ROI issues and, fortunately, our industry is getting more sophisticated in its research and ROI measurement systems.
Inbox: How much of a concern is it that paid advertising in custom publications dropped for the first time since 2002 and would you consider this a one-year phenomenon or an emerging trend?
Rosen: Most custom publishers view advertising as an added benefit to defray some of the expenses. But their model is not predicated on ad dollars, so if it dips one year, it’s not a cause for concern. The print advertising industry is challenged as whole, so this is not surprising. It’s too early to tell whether it’s a trend or just something we saw this year.
Log on to http://www.custompublishingcouncil.com for more information on the study.
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