Rodale Custom Publishing
While a number of big magazine publishers have been expanding their in-house production capabilities for marketing services, in areas like native advertising and branded content, health and fitness publisher Rodale appears to be moving in the opposite direction. Last week, the company shut down Grow, its in-house custom content agency.
Marketing, it is often said,is about creating identity. In an era when terms like “guerilla” and “viral” are frequently attached to advertising programs, there’s still something to be said for strategies that are less chaotic, more controlled—that allow time for impressions of a brand or product to actually sink in. If you don’t believe it, just look at custom publishing. By almost any measure—including number of titles, total circulation and revenue allocated—custom publishing is on the rise. According to a recent study from the Custom Publishing Council, the total number of unique custom titles in North America increased last year to 125,044, a
• Marcie Avram, associate publisher/marketing and business development of Rodale Custom Publishing, and Keith Sedlak, managing director of Meredith Integrated Marketing, are named to the Custom Publishing Council’s board of directors. • Disney Publishing Worldwide has named MaryJo Rathgeb director, marketing, U.S. consumer magazine group and Elisabeth Paredes the associate publisher of Wondertime magazine. • Stacey Gross is appointed marketing director for Billboard. • Success magazine announces the following additions to its editorial staff: James C. Johnson, business editor; Pam Baker, contributing editor, technology; Anita Campbell, contributing editor, small business; Michelle Tsai, contributing editor; and Adam Stone, contributing writer. • Fortune hires former