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National Geographic, The Magazine Group Form Custom Publishing Alliance

The National Geographic Society and custom publisher The Magazine Group have formed a custom publishing alliance in order to create communications vehicles that emphasize and promote corporate social responsibility. The new alliance, GeoGroup Media, will target industries such as automotive, environment, pharmaceutical and packaged goods.

 

Custom publishing expenditures have reached their highest levels - $35.5 billion in 2004 - and highlighting social responsibility is an increasing priority for corporate marketers, the new group claims.

According to a Roper Public Affairs survey released this fall, 75 percent of consumers (after having the term explained to them and seeing examples) described feeling better informed after having read custom publications, because those publications include articles and information targeted to their specific needs.

Eighty-five percent said that if they were going to get information from a company, they’d prefer to get it in an interesting collection of articles, rather than an ad.

National Geographic reaches more than 300 million people monthly through its multi-media outlets, while The Magazine Group produces over 35 million custom magazines annually for 65 organizations.