Companies like Pier 1, and Staples, Michael's Arts and Crafts have all launched successful custom titles within the last two years. Using sophisticated database marketing to avoid the clutter of traditional advertising, such companies see custom publishing as an exciting new way to connect with their customers. And a way to self-liquidate costs. Using the sponsor's database as both a concept tool and a distribution channel, custom publishers design a magazine that speaks directly to a company's customers and keeps that company in front of readers beyond the life of the publication, and beyond the sales transaction. Staples wanted to combine its sophisticated database marketing efforts, its commitment to strong customer relations and its position as a retailer that caters to entrepreneurs.
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New product features and reviews, however, cover only items available in its stores. Business profile subjects come directly from its database. There's the hard sell and the soft sell. This is the deep sell. Imagination Publishing built two publications into its integrated marketing communications program for Pier 1 Imports.