Enter Imagination, a company that produces custom publications for marketers in fields like banking and health care.
Not only are the advertisers that pay for the custom publications taking larger roles in the process, the publications are going beyond print into realms like digital, mobile, social media and video.
Cygnus, based in Atlanta, owns 48 trade magazines and 17 custom publications, organizes 16 trade shows and conferences and runs 60 Web sites for industries that include agriculture, construction equipment, transportation and food.
A notable difference distinguishes Coca-Cola Journey from most of those media, apart from custom publications or house organs: The storytelling on the Web site will be subjective, not objective, material that is favorable to the brands, products and interests of the Coca-Cola Company.
Well, a third party could basically build custom publications fast, e.g. around business news about the car industry in India.
Additionally, BackWeb has a service that allows readers of online publications to request custom versions from its clients, such as the Wall Street Journal.
Subscriptions are managed via an app on your smartphone which allows you to curate your feeds from various publication sources the Guardian, Google and Foursquare have already signed up to create custom publications.
The Lancet is not the only entity to address custom publications this winter.
We agree with Elsevier that the routines and guidelines behind supplemental or custom publications should be as transparent as possible.
An analysis of the 2012 reveals that the CSV download yielded fewer publications than the custom range approach.
