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Marketing Masters: Custom Publishing Project

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Reed Science Group

Academic Sourcebook

Head of the Class

While some B2B companies may flinch at the idea of custom print launches, Reed Science Group embraced the platform while forcing competitors to rethink the medium’s on-borrowed-time mindset. "I think the idea of writing off print as anachronistic is silly," says Sabrina Crow, group VP and managing director of Reed Science Group.

But what is far from silly is how the publishing company met its readers’ and advertisers’ demands with Academic Sourcebook: a glossy 76-page magazine reporting on the state of academic laboratories, funding forecasts for academia, top universities in the world, research leaders, spending profiles, enrollment trends, a career and salary survey, and reference information – basically a publication that lives up to its moniker as being a "source" for the academic community.

Reed sought to introduce a new product in the marketplace that would not only inform university researchers and scientists but also enable advertisers to reach those knowledge-thirsty academicians.

The Academic Sourcebook campaign ran in a series of science group magazines, Web sites, trade shows and in-person events such as the R&D 100 Awards in Chicago. Key was how the Science Group "sliced and diced" its controlled circulation by creating a database of its 11 other magazines to directly connect with its core audience and advertisers. "Whether you are large or small, when you listen to your customers to meet their needs, you can hit a home run," says Crow, adding that it enabled advertisers to reach their audiences "without cannibalizing core revenue."

The program yielded $110,000 in ad revenue at a 60% margin and grabbed 20% new readers and 30% new advertisers to the group. "People, people, people" is what Crow attributes to the program’s success. "We got great feedback from our readers and advertisers," she says. "[We had] people who drove our effort, and they were just a great partnership."

Last year’s success of Academic Sourcebook is poised to repeat in 2006, as it’s slated to be released in June and November and will be accompanied by an e-newsletter.

Crow says the success was driven in part by the reputation of the "Reed experience." "We were just determined," she says. "We allocated dollars. Anything other than a Reed experience would be less than adequate, and we over exceeded our expectations."

Rodale, Inc

Westin Workout Program

Sweat Equity Redefined

Not many hotels encourage incessant perspiration. But, then again, when that hotel room you’re staying in has a built-in stationary bike, inspirational Lance Armstrong books and a sweat-proof/tear-proof running map, you might not have a choice but to work out, run and work out again. Cue the theme from "Rocky."

But just how durable are the sweat-proof/tear-proof Westin Hotel running maps?

"Oh, they’re pretty durable," says Michelle Harmon-Madsen, Rodale executive director of sales and marketing.

And just as durable were the four brainstorming sessions when the Rodale integrated marketing team launched the "Westin Workout" program, with the objective to position 120 Westins as the top destination for both business and leisure travelers looking to maintain their healthy, active lifestyle while on the road.

Each three-by-five-inch map created by Rodale included a three-mile and five-mile local run (charted out and approved by Runner’s World) and offers step-by-step directions on one side with landmark visuals on the other side. The maps were available at the front desk of every hotel and a downloadable version was available online. "If you had just a plain copy, it tends to get ruined or smudged," says Harmon-Madsen. "The last thing we want is for someone to run three miles and not know where they are. It’s perfect for your stay and it’s perfect to coincide with your training."

Taking advantage of Rodale’s health and fitness publications, the program co-branded gatefold advertorials in Bicycling, Runner’s World (including the international editions), Best Life, Men’s Health and Women’s Health. This totaled 50 Westin ad pages by the end of the campaign. To get in shape for the program, Westin sponsored 11 races in key markets throughout the U.S. and Canada, which included re-creation of Westin Workout Room, Westin-branded banners and signage, on-site sweepstakes and Westin bookings via race registration.

Without pulling a hamstring, guests could find fitness content on Westin’s Web site, and Rodale offered special magazine subscription and book discounts for Westin guests. Guests could take advantage of licensed content from Runner’s World and Bicycling, a Rodale-published library of health and fitness books, and Rodale-branded "bookmarks" that drove consumers to two custom Web sites for special subscription offers on magazines and by special discount on Rodale books.

The in-magazine advertorials generated over 15 million impressions, with over 3 million from the event sponsorship; 118,000-plus Westin-branded premium items and advertorial reprints distributed; and 7,000 sweepstakes entries. The New York Times featured the consumer-centric platform in its business section.

"It encapsulated your whole experience while working out there," says Harmon-Madsen.

It’s Not All Academic

CHIEF CHALLENGE: "Making sure we delivered the high-caliber information. It got folks involved that didn’t work together and created a synergy for people. It was great both internally and externally. It was very well read."

20/20 HINDSIGHT: "We would have started the e-newsletter earlier to provide news and context for readers in order to learn about it."

LESSONS LEARNED: "It’s taught if we’re committed to it, we can do it all."

Honorable Mentions

MAXIM’s Full Throttle: "The Rippin’ Guide To Poker" was a high card for the magazine as part of its June through September ad campaign to publicize Full Throttle, Coca Cola’s new energy drink. The poker guide received an estimated 2 million impressions and the entire integrated campaign received nearly 44 million media impressions.

SPAFAX CANADA INC. captured Canada’s "cachet of cool" last year with its custom "Pure Canada," a magazine aimed promoting Canada as a brand for the American consumer. In a reader survey done by GlobeScan, 41% began researching a trip after reading "Pure Canada," and 21% actually traveled to Canada after reading the publication.

ALLURE won the Gold Triangle award from the American Academy of Dermatology for an onsert, "The Biggest Skin Problems," which ran in its November issue. "The Biggest Skin Problems" forged new relationships with skincare experts for Allure and reinforced its sponsor, Neutrogena, as a leader in skincare.

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