As publishers, we are all hard-wired to sing our own praises whilst, subtly or unsubtly, questioning the competence / quality / integrity / reach / business model of everyone else.
What we produce is unique, best-in-class, award-winning, exclusive, trendsetting, market-leading. The publication we produce is quite simply the bible of the sector, the pièce de resistance, the cream of the crop.
We just can’t help ourselves.
But, in those rare moments of quite reflection, we know that some other publishers are also doing exceptional work. Not as exceptional as our own, of course, but still noteworthy.
What are those companies or publishing brands that you secretly admire? We’d love to know, and what’s more, we’ll keep it secret!
We are currently running the ‘Media Shapers 2025’ survey, in conjunction with Jim Bilton of Wessenden Marketing and we want to know which individuals and which companies / brands you most admire. The data will be analysed in complete confidence and the results (without identifying individual respondents) will be published on the InPublishing website later in the year. Please click here to take part.
What makes a great publishing brand? Here are my five criteria:
- Quality: they must produce content of the highest quality. To do this they need to invest in the best journalists, editors, presenters and designers. Content is the product and the best publishing brands recognise it and invest in it.
- Trustworthy: they produce content that is fact-checked and reliable. When they make mistakes, they acknowledge them. They rely on transparency, not smoke and mirrors.
- Strong branding and consistency of purpose: the brand’s values are clearly communicated, easily understood and universally applied.
- Intelligent and coherent publishing strategy: they have a clear and strong revenue model which is clearly articulated and well understood across the organisation; all publishing and marketing activity supports it and is consistent with the revenue goals.
- Profitable: great publishing brands make money. If they’re not making healthy amounts of money, then err... they’re probably not that great.
Do those ring any bells? Do you know any publishing brands that fit the bill (other than your own, of course)? If so, please tell us!
Finally, don’t miss our ‘Content Creation Special - Q&A’ webinar on Tuesday, 17th June. For more information and to register, please click here.
You can catch James Evelegh’s regular column in the InPubWeekly newsletter, which you can register to receive here.
