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Custom Publishing Continues Digital Growth

12 May 2011

The hype over custom publishing isn't going away. Advertiser demand to produce content is a ripe opportunity for publishers looking to diversify their revenue streams beyond display advertising and subscriptions.

Almost a third of the average company's marketing/advertising/communications budget goes toward custom content, according to a study released by the Custom Content Council, which includes members from custom publishing divisions at major media companies. The survey saw an unsurprising rise of spending for custom content in emerging platforms such as video, mobile and virtual events.

Print still remains the dominant force in the custom content market - but its pace of growth has slowed while spending on digital platforms has increased.

Another recent study by the council found that more than half of chief marketing officers have shifted marketing funds away from traditional advertising in the last year toward custom content, representing an 18 point increase from 2006.

While the trend means some brands will produce content themselves, it's also a positive sign for publishers that offer custom media services. The outsourcing pie keeps growing, and traditional publishers are seeing this as a huge opportunity.

Source: Emedia Vital

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