Branded Magazines versus Custom Magazines

Inlast week’s post I predicted the resurgence of print in 2013—specifically in the form of both branded magazines and custom magazines. Today I’ll present a brief overview of the characteristics and value of each of those publications.

First off, let’s talk about what they have in common.

  • Both branded magazines and custom magazines function as marketing tools to help the sponsoring company connect with its audience.

  • Typically, neither publication contains third-party advertisements (because the entire magazine is a marketing piece for the sponsoring company).

  • And—of course—both are offered in hard-copy form.

In spite of their similarities, however, these publications are not identical. Their primary differences lie in their covers and their content.

Several sponsoring companies can use the same interior content for a branded magazine. Only one company’s name, logo, and marketing message appear on the cover, however: each company’s version of the magazine is branded with that particular company’s information.

Multiple companies in the same field can use this type of publication as long as each company distributes only to its defined geographic area (and modifies the cover to carry its own information). Thus the same magazine—with a different branded cover for each sponsoring company—can be distributed simultaneously by, say, staffing agencies in Hartford, Hoboken, Houston, and Honolulu. Although they provide similar services, those businesses are geographically noncompetitive, so there is no conflict of interest.

A custom magazine, on the other hand, is unique to each sponsoring company. Original content produced by that company typically forms the core of each issue; an issue may also include content created by the company’s business associates and other related, relevant, and non-competitive companies. For companies that already have a mature content marketing strategy (in white papers, newsletters, or blog posts, as examples of a few forms), custom magazines offer opportunities to extend the shelf life of that content and connect it with a broader audience.

To paraphrase the Bard: “Branded magazines, or custom magazines: that is the question.” Sales and distribution numbers indicate that both types of publications are on the upswing, as more and more businesses realize the value of using customized print media to target current and prospective clients. Whether Mamu Media helps you create a branded magazine or a custom magazine, you’ll get:

  • knowledgeable staff dedicated to crafting a product that meets your business goals

  • top-notch graphic design and editing to make your ideas come across clearly

  • careful attention to all details

  • high-quality printing on substantial paper stock

  • assistance with distribution to your targets

  • a professional publication that yields results

We at Mamu Media can work with you to determine which option best suits your marketing needs. Contact us today to find out what we can do for you!


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