It’s a custom job

To help improve brand loyalty and influence buying decisions, more advertisers are launching their own magazines.

It's a Custom Job

John Patrick Pullen

It's no secret that people are more receptive to new ideas when they're relaxed. That's one reason advertisers try to get into consumers' homes with a TV spot or with an ad in a print publication. But in an effort to form an engaging, intimate, one-to-one relationship with customers, brand marketers are increasingly publishing magazines of their own that have the look, feel, and editorial integrity of a newsstand publication.

Airlines, with their slick inflight magazines, have long understood the value of a custom publication in building a bond with a targeted audience....

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