You can't hold back the tide. Media is changing.
You are not going to attract customers to your in-house media by stuffing your marketing content into a new bag. You are going to have to invest in content producers that have a perspective outside of your marcom. We've had some interesting interaction on this site the past couple of weeks about the future of b2b media. There is an old guard that publically espouses absolute separation of editorial and advertising but the reality is very much different. And today comes news that Open Systems Publishing is taking the leap into custom electronic publishing. Not print, electronic. From the press release: ST. CLAIR SHORES, MI, April 19, 2013 - OpenSystems Media has announced the next generation in digital publishing - an all new, dynamic E-mag marketing program, giving clients the chance to create their own branded, lead-generating digital magazine - the Custom E-mag Initiative. The Custom E-mag Initiative, which launches today, is an interactive digital publication, featu...