The Magazine Group’s New VP of Sales on Custom Publishing
Scott Morehouse, who was appointed to vice president of sales for The Magazine Group in Washington, D.C. earlier this month, says custom publishing is booming and that he’ll be looking to “double the size” of the company over the next few years. Morehouse talked with InBox about how The Magazine Group has been able to help advertisers achieve brand engagement as well as help traditional publishers with their own custom publishing.
InBox: Since joining The Magazine Group in March after a diverse background in sales and advertising, what have your earliest experiences with custom publishing been like?
Morehouse: I’m getting my head wrapped around everything here. Custom publishing is a very interesting world, and I find it a lot more exciting than selling advertising. You’re selling the whole concept of publishing and all the services that we provide internally.
InBox: In your new position as VP of sales, what kind of short- and long-term goals do you have for the company as it moves forward?
Morehouse: We are definitely on a big push to expand and double our size over the next few years. One of my charges here is to really expand the corporate base of support in terms of building our client base.
InBox: What do you see for the future of custom publishing as it continues to grow in popularity?
Morehouse: I see custom publishing definitely growing, but not just in terms of magazines. … What we are going to try to educate everyone on is how to create the right content, but use a variety of different ways and means to get that message out, and create the right content for the right audience. As you see advertisers trying to find the best way to reach consumers these days with so many alternatives out there, they are finding ways to get their products in [many different channels]. …