How to Find a Custom Publisher

Just like that perfect pair of jeans, the "right fit" is the most important aspect to finding a custom publisher. There are approximately a hundred custom publishers in America—not to mention the various advertising agencies, media firms and publishing houses with custom publishing components. Follow these steps to find a custom publisher that is right for you.

Instructions

Difficulty: Moderately Challenging

1. 1. Search the web. The best Internet resource is the website for the Custom Publishing Council (CPC), the leading industry association. David McDonald, President and CEO of True North Custom Publishing and founding member of the CPC, says the site is "chocked full of industry news, press releases and other research and data."
2. Peruse the web. Call a handful of publishers that strike your fancy--the CPC recommends 10. Speak to the sales representatives or business development staff and request company materials, pricing and samples of their work to help you narrow the field.
3. Network with colleagues at conferences, trade shows and other professional activities. Do a little digging and find out your colleagues and competitors' publisher and their recommendations. Word of mouth is invaluable when it comes to choosing a custom publisher.
4. Go with your gut. After you've whittled your list down to a few viable candidates, invite them to your office to offer a sales pitch. After reading their materials, listening to their presentation and getting to know their staff, you will get a good feel about which company is right fit for your marketing objectives.

Tips & Warnings

• The CPC website even includes a link called "How to Find Your Publishing Partner." You can find the CPC web address under the Resources section of this article.
• Log on to the Custom Publishing Council's website, listed in the Resources section, and "Click" on the link "Find a Custom Publisher" for a list of questions that will help you determine your right fit.
• A custom publisher's minimum services should include strategy and planning, account management, editorial, design, advertising sales, circulation, fulfillment and database management. Additional services could include web design, management, bilingual and version pieces.
• At the end of the day, everything is about the dollar. If you are enamored of a certain publisher, but the sales staff is unwilling to cut you a deal to fit within your budget, look elsewhere.