Acquisition

Healthy Content

At DCP we're always on the look out for new ways to deliver custom content and the Kindle is one to watch. Santa Monica, California (CNN) -- A new, high-definition Kindle with a lighting system and a bigger Kindle Fire tablet topped the list of gadgets rolled out by Amazon on Thursday at a splashy event in an aircraft hangar. "We love to invent. We love to pioneer. We even like going down alleys that turn out to be blind alleys," CEO Jeff Bezos told reporters and other guests. "Every once in a while those blind alleys turn into broad avenues.

Custom Publications are gaining in page count and reach.

A study from the Custom Content Council/Content Wise reveals the following:

As other forms of content marketing evolve, it appears that printed custom publications (which were the original form of content marketing decades ago) are evolving as well, toward a more substantial, richer magazine format with greater page counts and circulation, and lower frequency.

The Custom Content Council with Roper Affairs released the preliminary results of a CMO and Consumer Attitude study on custom content marketing.  The original study was performed in 2006.

Here are the highlights of the 2011 study:

Branded Video Leads Pack in Growth of Distribution Channels

While print still captures the majority of money spent on custom media – $23.6 billion – the combination of electronic, video, and other forms reached an all-time high spend of $16.6 billion in 2011, with 52% of marketers saying they now use branded video. Eighty-seven percent of companies use print to convey content, followed closely by web sites at 82%.

Engaging, relevant, and valuable content – distributed on the Web, in social media, and across multiple media channels -- attracts the attention, interest, and loyalty of your best customers. That’s why retailers and others are using content marketing strategies to drive brand awareness, loyalty, and sales.

Here are two retailers using variations on the strategy to link campaigns and engage customers:

Roper Finds Majority of Consumers Value Custom Media 7 In 10 Prefer Personalized Aspect Of Custom New York, NY (April 27, 2011) A new study—Consumers’ Attitudes Toward Custom Content—shows that seven in ten consumers say they like custom content because it is tailored to their specific interests. The study, conducted by GfK Roper Public Affairs & Corporate Communications, is a companion piece to the recently released CMO study, which provides an in-depth analysis on CMO’s views on the use and effectiveness of custom media.

Check out Jeff Fletcher, DCP’s Editor for the Giant’s and A’s magazine, on Chronicle Live - Comcast Sports Net Bay Area (CSNBA) after the San Francisco Giant’s game tonight (7/26/11). Jeff should be airing on CSNBA at approximately 7:30 – 7:45. Jeff has covered major league baseball since 1997 and most recently as a national writer for AOL FanHouse prior to his current position as DCP’s sports writer. If you miss the show, check back at diablomag.com/tv.

A strong and growing majority of chief marketing officers said they see the value of custom content, according to a survey by the Custom Content Council. Among the reasons cited were stronger bonds with customers and a greater likelihood that they'll buy. "The diminishing concerns on the part of marketers are the most important part of this research," said Mike Winkleman, president of Leverage Media and recent president of the CCC. FolioMag.com. Fore more information visit: http://www.customcontentcouncil.com/news-industry-article.asp?ID=812