Company's innovative approach to traditional custom publishing promotes greater levels of involvement with brands among both clients and prospects
SALEM, MA—April 1, 2002—King Fish, LLC (www.kingfishmedia.com) today launched a wide selection of Private MediaSM marketing solutions focused on lead generation, relationship marketing, and customer retention. Private Media is a new evolution of traditional custom publishing, designed to attract an audience through fresh, original and targeted content.
Cameron K. Brown, President and Founder of King Fish, said, "Modern marketers are asking themselves several questions: Which marketing solutions strengthen customer relationships? Which media increase customer loyalty? How can I increase and insure my return on investment?"
According to King Fish, the answer is Private Media. Added Brown, "Traditional custom publishing expands an advertising message into hundreds of words of copy. Although informative, custom publishing frequently bases communication around a clear advertising message. Savvy consumers tune out a message as soon as they feel the spin."
King Fish uses a different approach, which they call Private Media. King Fish avoids a hard sell in favor of creating new vehicles that provide clients with valuable content and information. The focus of any Private Media program is to develop a robust understanding of strategy, target and objectives before exploring any specific marketing solution.
"No Private Media program is initiated without a thorough understanding of the target, their needs and their media tendencies," said Brown. "Since we are a platform-agnostic content provider, our Private Media services may produce a website for one client, a corporate magazine for another or a series of Email Newsletters for a third."
If King Fish's goal is to evolve traditional custom publishing, the company certainly has a large enough market in which to work. According to a February 13, 2002, feature in Newsday, custom publishing was a $1.5 billion business in 2001, up from $1 billion only two years prior.
Ken Clark, Account Manager at King Fish said, "Marketers are quickly realizing that, while a broad branding campaign is still important, they need ways to engage their clients and prospects more completely – to become a more important part of their lives. They can no longer simply toss a message into the abyss and hope that it sticks."
Making that connection is what King Fish does best. After investing the time to understand the target and medium, the company meets its real challenge: reader affinity. This takes award-winning design, engaging copy, and flawless production over a myriad of media.
King Fish has not shipped in top creatives from New York or web designers from San Francisco. Their Salem, MA, office houses the members of their management team, who work with a nation-wide network of writers, editors, designers, printers, Web developers and e-marketers.
Michael J. Blumsack, Director of Production and Operations at King Fish, said, "Our creative, partnership-based business model allows us to operate efficiently, and to reduce operating costs which are not passed back to our clients. We carefully select who we work with, and build every project team around the needs of our client's marketing objectives. The result is a more fiscally-responsible and successful solution, customized for each of our clients."
He added, "Our network of partners shares our philosophy, and like us, is looking for a few inspired clients to dedicate their services to solving marketing challenges through strategic use of Private Media." This includes Big Designs (www.bigdesignsinc.com), a firm providing total graphic design solutions, FreshElement (www.freshelement.com), which provides proactive branding and experience design, Quebecor World, Inc. (www.quebecor.com), the world-leader in commercial printing, and Backbone Media (www.backbonemedia.com), which specializes in search engine optimization, e-mail marketing, and website promotion.
King Fish Media (www.kingfishmedia.com) specializes in Private Media marketing solutions that are focused on lead generation, relationship marketing, and customer retention. Based in Salem, MA, the company's teams have worked on Vanity Fair, Elle, ESPN The Magazine, Marlboro, IBM, 7-Up, Dial, Pontiac, IKEA, Tanqueray, Microsoft, Fidelity, America On Line and Ford Motor Company.
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