Branding & custom publishing

Branding & custom publishing: The news today that Kurt Andersen, the founder of Spy Magazine and magazine editor extraordinaire, is taking a job as editorial director and “chairman” (whatever that means) of a customer magazine, Colors, published by Benetton (NY Times, reg. required), is one more indication of the importance of custom publishing in the building of brands. I’ll blog more extensively on this topic in a future post, but one need only look at the dollars being invested in customer publishing by some of the world’s leading fashion brands to realize they know that a customer magazine is a powerful branding tool.

However, some people in that industry seem to still be missing the point, like, for instance, Neil Kraft, president of KraftWorks, an ad agency whose clients include Calvin Klein.

Quote:

(Kraft) said he followed Colors closely in the mid-90′s but did not know it was still being published. “I know Kurt can always do something interesting,” Mr. Kraft said. “But I have a healthy skepticism about any vanity publication published by an advertising company.”, said he followed Colors closely in the mid-90′s but did not know it was still being published. “I know Kurt can always do something interesting,” Mr. Kraft said. “But I have a healthy skepticism about any vanity publication published by an advertising company.”

A vanity publication? Is that a dismissive comment about the multibillion dollar customer publishing industry? Coming from Neil Kraft, a leading purveyor of what can only be described as vanity advertising, I guess he knows what he’s talking about.

I have to agree with him also, I didn’t know that Benetton was still publishing Colors. I’m relieved to learn, also, that Andersen will continue hosting the public radio program, Studio 360.

About Rex Hammock

Founder/ceo of Hammock Inc., the customer media and content company based in Nashville, Tenn. Creator of and head-helper at SmallBusiness.com.
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