This year the publishing catchphrase is “marketing services” (with of course, a strong social media component). Depending on your definition, magazine publishers have always offered “marketing services,” but today that increasingly has come to mean going beyond custom publishing and targeting “below-the-line” budgets ranging from direct marketing and lead gen to consumer or trade promotion, events, search engine marketing and search engine optimization, video production, social media, even market intelligence. Increasingly, publishers are bypassing the agencies to work directly with the brand on the marketing message.

“Media has fragmented to such a point that as consumers, we can choose whatever way we want to receive information,” says Joe Pulizzi, founder of custom publisher Junta 42 and the Content Marketing Institute. “Look at what a marketer does today—they’re involved in social media, Webinars, events, blogs, e-newsletters. . .that’s exactly what a magazine like FOLIO: does. The only difference for the most part is how marketers monetize content. The marketer monetizes it through the sale of product and services. Publishers monetize it through paid content or sponsored content.”

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