Custom Publisher Says Online, Video No Longer Just for Traditional Publishers
Hammock believes businesses like his own should be called publishing agencies or customer publishing, as they are in the United Kingdom. "It works better because it takes away from editorial conflicts and make it about the client’s brand," he said. "Not about the power of our brand." Also, the name change would demonstrate that custom publishing is necessarily about publishing anymore, Hammock said. "A lot of people want us to do things that are not about print," he said. "They want us to take the information we would normally use to publish a magazine and produce a video or podcast, or hire a speaker for an event they want us to throw."
Even so, there’s still room for magazines in custom publishing, as there is in traditional publishing, Hammock said, adding that packaging a customers message into multiple products has become a must for the industry. As far as pricing for new media custom publishing, Hammock said, "Price is whatever you can get the customer to pay." Hammock recommended custom publishers sell their expertise and their intellectual capital. He also cautioned against using markups. "Transparency is the best advice I can give in pricing," he added.
The Changing Face of Custom Publishing