In order to better serve clients and maintain a strong understanding of the custom publishing marketplace, True North Custom Publishing, in partnership with the Custom Publishing Council (CPC), has forged two important relationships that will make it the leading source of research on the size, shape, and direction of the custom publishing industry. These relationships with the Association of Publishing Agencies (APA) and the CPC enable True North to provide clients and prospective clients with five bodies of research.

Research Projects

The five bodies of research include:

1. Effectiveness Research: This study aims to determine why companies custom publish, how readers respond to custom publications, and why advertisers choose to advertise in custom publications. Broad questions answered include:

How does reading a custom publication impact reader attitudes?
Do custom publications actively cause sales, retain customers, and improve brands?
Why do people read custom publications?
What do people like about custom publications?
What actions do people take after reading custom publications?
Do people prefer custom publications versus other marketing forms?
How do people respond to third-party advertising in custom publications?
How effective are custom publications compared to other forms of marketing?

2. Spending Research: This study aims to define the monies invested in custom publishing, and how those monies are invested. Broad questions answered include:

How much is corporate America spending on custom publishing?
What is the average expenditure on custom publishing per company?
What portion of the average marketing budget is being spent on custom publishing?
What portion of the dollars goes into print/electronic custom publishing?
How are budgets for custom publishing expected to change next year?
How are the budget dollars used (personnel, production, distribution)?
What portion of the funds are being spent on outsourcing to custom publishers?
How do all these factors differ between large and small companies?
What are the trends in each major statistical category?

3. Characteristics Research: This study aims to define the physical makeup of custom publications. Broad questions answered include:

How many custom publications are being produced on average per company?
How many custom publications are being produced by corporate America in total?
What is the frequency of custom publications?
What is the page count of custom publications?
What is the use of color in custom publications?
What is the media used for custom publications?
What is the circulation of custom publications (by title, company, and overall)?
What audiences are being targeted by custom publications?
What is the life expectancy of a custom publication?

4. Marketing Directors Survey: This study aims to determine senior corporate marketers’ attitudes about and applications of custom publishing. Broad questions answered include:

How important is a custom publication within a marketing strategy?
How does a custom publication’s value compare to other media within a marketing strategy?
How might this change in the future?
How do they think custom publications work as a marketing tool?
For what purpose do they use custom publications?
Are custom publications successful in achieving those purposes?
What are their open and hidden objections to custom publishing?