World Association of Newspapers and News Publishers


Opportunities in corporate publishing

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Opportunities in corporate publishing

Dastyari explains that what sets corporate publishing apart from its competitors in advertising. Life in a CP house is unique, he says, because your task is to deliver journalistic communication – marketing from the perspectives of professional journalism. The key to the industry is being able to bring "the magic of journalism" to clients to persuade them to use G&J and to create relevance for customers with the eventual product.

"If you do business with clients," Dastyari says, "you have to deal with clients.” Clients do not necessarily have the taste or competence that you as a professional publisher do, he adds, so coming from a corporate publishing house like G&J, it is important to get used to pitching and delivering to a client and respecting its individual needs. As a result, G&J often must decide not to take a customer.

Adding to the difficulties, corporate publishing houses cannot choose their target group, he says. If you are in the business of producing content in new media, you can appeal to a host of new target groups. However, corporate publishers are sometimes approached by a client who wants to do media for his clients, which the corporate publisher then has to work with. Often this media appeals only to a very niche market, and you have to be careful to make the product relevant to them.

Corporate publishing is of course not the only choice; traditional advertising, direct marketing and PR firms all vie for a share of advertising revenue. Corporate publishing is growing, Dastyari says, but advertising agencies are establishing in-house corporate publishing, and PR firms have done corporate publishing for a while. The field is competitive, but not everyone is doing it well, he says. Professional corporate publishing houses led by journalists have the highest competencies, Dastyari adds.

The particularities of the market mean that corporate publishing has to reinvent itself all the time, because the market changes with each client. Pitches have to be protective and you have to pitch the business you have again and again, even to existing clients. There is a need to reinvent yourself constantly, even to the companies with which you're already doing business.

What, then, are the positive aspects of corporate publishing? It has enjoyed a steadily growing market over many years. Companies are willing to pay a lot of money to receive high-quality traditional media; it takes time to learn about and understand your client's target market.

In addition, Dastyari says, "You set your own rules." The market is very entrepreneurial, since you have to decide whether you are willing to take the risk to take on a client or pitch to one in the first place.

Author

William Granger's picture

William Granger

Date

2011-10-15 12:21

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.


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