Looking to capitalize on growing custom publishing expenditures and consumer acceptance of them, National Geographic is partnering with The Magazine Group for GeoGroup Media, a custom publishing outpost that plans to focus on custom projects that promote corporate social responsibility.
While the name of the alliance may make corporate sense in a familiar phonetic mash-up of the two brands, confusion may lie ahead in the form of an established company with a strikingly similar name. The GEO Group, Inc. is a worldwide management firm specializing in the privatized development of correctional facilities and detention centers. In 2004, the company had $614.5 million in annual revenues, according to its Web site, as well as a 28 percent marketshare in North America. To add to the potential confusion, the company also produces a custom quarterly magazine for its employees, GEO World.
Stephen Giannetti, VP/group publisher, National Geographic Magazines, said he was "not aware" of "and not worried" about the similarity.