Future-oriented magazines help attract customers
Corporate publishing is an important part of the instrument mix of good and successful corporate communications.
Corporate publishing is an important part of the instrument mix of good and successful corporate communications. The professionally produced customer magazine is the company's communicative flagship, it supports the strategy through targeted topic setting, and it contributes to gaining reputation through high credibility. Corporate publishers tell stories, illustrate and copywrite them along a magazine journalistic dramaturgy. Strong brands like Harley Davidson, Ovaltine or Twinings live on stories. And a customer magazine pays off in terms of maintaining existing customers and attracting new ones, as the sales manager of a German company calculates: A magazine costs 8 euros, while a visit by a sales representative can be expected to cost around 800 euros.Communication opportunitiesCompanies are increasingly recognizing the advantages of corporate publishing. The variety of media used is increasing. The analysis of target group potential is leading to new, sophisticated hybrid media. These include magalogs, i.e. magazine-like catalogs in the consumer business, or newsmags, a construct of newsletter and magazine for decision-makers, or journalistically prepared annual reports that report on important company meetings with authentic reports.
Quality is in demandThe steadily growing importance of high-quality media for business requires service provider support at the highest level of quality. Forum Corporate Publishing, founded in 1999, is a modern marketing and service platform for professional providers in all aspects of corporate publishing. The association aims to promote its members economically, professionally and politically, for example with courses such as Dipl. Corporate Publisher in cooperation with the Swiss Text Academy and SPRI, with awards such as Best of Corporate Publishing or with study booklets.
In spring 2005, TNS Emnid will publish a new study on in-house communication in Germany. This much in advance: 93 percent of decision-makers rate internal communication as the biggest construction site. The potential of corporate publications is far from being exhausted if it is possible to create a real network between employees (not only print/online, but keywords such as national/international, centralized/decentralized, standardized/individualized, top down/bottom up, etc.). (bs)
Forum Corporate Publishing (FCP)14 leading media service providers from Germany, Austria and Switzerland founded the Forum Corporate Publishing in May 1999 to create a community of interests for this field of work for the first time in the German-speaking world. The Forum advanced to become the largest association of this media discipline in Europe. The FCP is a competent marketing platform for professional service providers. The purpose of the association is the economic, professional and political promotion of its members and the image building of a promising media industry. (bs)
Stories make brands: Steven Twining represents the tenth generation of the Twinings tea house. In the customer magazine Contact, he reveals
the little tricks for a perfect cup of tea.
Beat Schaller
Quality is in demandThe steadily growing importance of high-quality media for business requires service provider support at the highest level of quality. Forum Corporate Publishing, founded in 1999, is a modern marketing and service platform for professional providers in all aspects of corporate publishing. The association aims to promote its members economically, professionally and politically, for example with courses such as Dipl. Corporate Publisher in cooperation with the Swiss Text Academy and SPRI, with awards such as Best of Corporate Publishing or with study booklets.
In spring 2005, TNS Emnid will publish a new study on in-house communication in Germany. This much in advance: 93 percent of decision-makers rate internal communication as the biggest construction site. The potential of corporate publications is far from being exhausted if it is possible to create a real network between employees (not only print/online, but keywords such as national/international, centralized/decentralized, standardized/individualized, top down/bottom up, etc.). (bs)
Forum Corporate Publishing (FCP)14 leading media service providers from Germany, Austria and Switzerland founded the Forum Corporate Publishing in May 1999 to create a community of interests for this field of work for the first time in the German-speaking world. The Forum advanced to become the largest association of this media discipline in Europe. The FCP is a competent marketing platform for professional service providers. The purpose of the association is the economic, professional and political promotion of its members and the image building of a promising media industry. (bs)
Stories make brands: Steven Twining represents the tenth generation of the Twinings tea house. In the customer magazine Contact, he reveals
the little tricks for a perfect cup of tea.
Beat Schaller
