Custom publishing catches on with trades. (companies boost revenues through marketer-driven trade magazines)

Folio: the Magazine for Magazine Management | September 15, 1994| | Copyright

Check the masthead. Some of those trade magazines you've been reading may not be as objective as you assumed, but rather part of a plan to further the objectives of specific marketers. Yes, custom publishing, which continues to muscle its way into the consumer magazine sector, is steadily building a base in the business-to-business arena as well.

Some companies, such as Fort Atkinson, Wisconsin-based Johnson Hill Press and The Aegis Group Publishers in Detroit, have produced sponsored business-to-business books for years. Johnson Hill, in the custom publishing ...

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