ATLANTA—Edelman has launched a new custom publishing practice that combines national magazine editorial and design talent with expertise in branding, public relations, media strategy and category-specific marketing.
“Giving marketers the power to establish serialized relationships with customers is a logical extension of the work we do,” says president of Edelman New York, Matt Harrington.
Custom publishing, leveraging the power of magazines for individual marketers, has grown to a $1.5 billion market in the U.S. in less than 20 years. Edelman’s custom publishing practice will be led out of the firm’s Atlanta office by senior vice president Howard Lalli, a consumer publishing veteran who has served in senior editorial positions with The New Yorker and Talk magazines and has led the launch and re-launch of local and regional publications.
The offering will focus on four-color, glossy publications for both consumer and business-to-business marketers.