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TIPS FOR CHOOSING A CUSTOM PUBLISHER
AREAS TO CONSIDER
Cost Recovery Through Advertising Sales
Does the publisher have in-house sales reps? Depending on the size of your market, method of distribution and audience profile, advertising sales can help to lower—and possibly recover—your publishing budget.
Whatever It Takes
Every client’s needs are different. The right publisher meets them, whether it means opening satellite offices, meeting “impossible” deadlines, or responding quickly to a particular challenge.
Complete Communication
Find a publisher who steps forward with the right questions and the least impact on your time. In turn, look for them to provide direct answers to your questions—even if unpleasant—and then move immediately to problem solving.
Many Cultures, One World
Consider the experience needed to speak and market to a multilingual world. You do not need a translation service; you need people who understand each culture and its subtle differences of communication.
Every Publication Has Its Own Language
Every special interest has within it a language just as foreign as the tongues spoken across different continents. The members of sports, electronics, medical practice or other common-interest associations speak their exclusive lingo with pride. The publisher should be able to speak to these groups with inside knowledge and true expertise, or its editorial will be exposed as phony.
Effective Distribution
Think about unique methods of distribution. Your publication may be bundled within product packaging, distributed through sympathetic organizations or even personally handed to your audience in strategic locations. Innovative options come from a publisher who has a firm grasp on marketing and a strong ability to negotiate.
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