Custom publishing Today Evgeny Grigoriev

Custom press is one of the most usual things in urban world  Airlines  Airports  Hotels  Shops etc. You can find it anywhere! Examples I’ve got right here

Cost-effective custom print is going to be a key factor in the renaissance of print publishing over the next several years. This rebirth may not result in an industry as we know it today, but it will still offer a very powerful value-add channel for most publishers.

Rank AgencyTurnover %PrintOnline (£)2007 (£)change(%) 11 John Brown Media Group55,126,46557,110, Ten Alps Communications44,770,61139,875, Redwood Publishing42,261,25444,147, Seven Squared28,241,00026,636, Publicis Blueprint25,070,00028,526, Redactive Media24,400,00024,700, Haymarket Network23,400,00022,100, Cedar Communications23,296,66622,861, n/aInk Publishing20,822,00015,053, River Publishing20,400,00018,600, £ ,00£ ,00 Marketing's Customer Publishing League Table

Companies in research Total 2008Total , ,00

ml ml ml ml ml ml ml ml UK revenue CP, excl mail cost

200744,8 bill $ ,6 bill $51% print media Average spend th $per company Average spend ,8 ml $ US companies spending on CM

Large marketers’ need to create and distribute content that attracts, holds and serves key audience across all media channels Sack Vandenboom

What shall we call “custom press”?  a company PAY for it  it has a content (not just a list of address & phone number)  the aim is to change someone's opinion and/or behavior (to involve, to engage etc.)

CP is highly developed in US, UK & Germany Russian CP market is apr. the same as whole Europe: It’s about 1 billion $ spent for CP But only 5% of it has special agencies

In UK and US the CP is most about client relation In Germany it’s apr. 70% clients and 30% “in house” (or B2P) In Russia it’s 30% clients and 70% B2P (in $), 10% clients 90% B2P in titles

Perfect content makes changes “Perfect” means (for the company):  Meaningful  Authentic  Creative  Valuable  Engaging  Global respect  Transparency  Social involved  Interactive  Free

Things are much more simple:  correctly choose your audience  have something to say  believe in what you say  be involved in the situation  deliver your content in the most useful way  try to get as much feedback as possible

In Russia we do not have much competition in  Medical care  Fashion clothes  Sports wear  Furniture, etc. Thus we do not have B2C issues in this fields We do have competition in  Mobile communication  Perfumery retail  Banking All the players have B2C issues

The most common task for CP in Russia is to involve the employee into the companies life and culture It is not only for transnational companies, such as Bayer, Nycomed, Shenker, Sun InBev, 3M etc., but Russian companies too.

Thank you!