oa Journal of Marketing - When is a magazine not a magazine?
When it's a super-powerful marketing tool. So says Richard Lendrum of Future Publishing, who points out that custom publications - or rather, branded publications - are more than simply a good read : they're portable billboards waiting to spread your company's message. Financial Mail. Men's Health. Fairlady. SA Sports Illustrated. All highly successful titles with strong brands. Imagine if you could create the same instant recognition for your company, at a fraction of the price of traditional marketing practices.
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