The current issue of Promo Magazine takes an indepth look at custom publishing and “branded content.”
Having broadened the content [of its magazine, Friendly Exchange] to include articles on insurance, home buying, and other topics more closely aligned with the company’s core competencies, Farmers Insurance now estimates that the [six million circ.] publication inspires $439 million in incremental sales each year. For a $9 million investment, that ain’t bad,? says Crocker.