CUSTOM PUBLISHINGA rapidly growing

$30 BILLION

Step Out of The Ordinary

$30 BILLION

TodayToday

industry Ahead of consumer

magazines, radio and outdoor

Philadelphia’s Premier Custom Publisher

Custom Publishing:

Custom publishing is a powerful,

targeted way to reach customers, prospects,

employees, and partners while maintaining full control

of the medium and the message.

WHATIS IT?WHATIS IT?

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CUSTOM PUBLISHING TRENDS

Number of custom publications in North America — 108,000

The average company now produces 2.2 custom publications.

Average distribution is approximately 36,000.

51% of custom titles target customers and prospects. 49% targetemployees.

Source: Custom Publishing Council and Publications Management Research

ou’ve been exposed to custompublishing for your entire life.Every plane flight you’ve evertaken has exposed you to it. Theairlines have used custom publish-ing as their key communicationstool with every passenger they’vehad for 30 years.

Here’s another surprise. They’vedone it for free. They offset theirentire publishing cost by sellingadvertising pages in every issue.What a deal!

WHAT DOES IT LOOK LIKE?

Custom publishing isn’t limited tomagazines. It comes in a variety offormats and flavors. It can have thelook of a special interest magazine.For faster reading, it might be anewsletter. To establish an air ofimportance and authority, it couldbe a “white paper” or a journal.And for the computer-set, it mightbe an eZine or eNews bulletin.

It might be nice if it were interac-tive. So we’d recommend a CD-ROM. Or, maybe it would bemore interesting as a book, or better yet, a book on tape.

Suppose your audience could bestbe served with a complete referenceon the subject. We’d recommend asemi-annual or annual directory.

Get the idea? Custom publishingis exactly what you want to tellyour customers and prospects – delivered in exactly the format thatyour customers and prospectswant – and with the exact content tailored for your specific needs andobjectives.

WHY DIDN’T I THINK OF THAT?

Chances are you’ve never takenthe full potential of custompublishing and put it to workfor you and your company. Buthere’s why you should!

Growing companies find custompublishing an extremely effectiveway to build a brand. They canlook much bigger and moreimpressive than their competitors.

Established companies find custompublishing a value-added market-ing tool to cross-sell theirother products. They canreach core constituencieswith greater impact and keepcompetitors at bay.

Large companies rely on custompublishing to provide a timely, relevant way to communicate to employees at multiple locations.

All companies benefit from custom publishing becauseit connects with customersor employees on an emo-tional level. It provides avehicle for continued dialogue withcustomers, prospects, or employeesand it helps build loyaltyand trust throughout abroad customer base.

You’ll find custom publishing to bean effective way of disseminating allof your messages convincingly andwithout clutter. Plus, it affords youthe opportunity to deliver differentmessages for different target audi-ences that are important to you.

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Y USE CUSTOM

PUBLISHING TO:

BUILD

RELATIONSHIPS

COMMUNICATE TO

CUSTOMERS

& PROSPECTS

GENERATE LOYALTY

CROSS-SELL OTHER

PRODUCTS

3

Building

One-to-One

magine you’re waiting in a lobbyfor an appointment. Or, you finallyhave a few minutes of free timebefore your next conference call.Maybe you just need a quick break.As you sit back, relax, and take adeep breath, you look around andreach for a magazine. Something tolightly glance through. Somethingto read.

What a perfect opportunity to builda relationship with a customer, aprospect, or a client. You’ve foundthe key to custom publishing.

MAINTAIN ONE-TO-ONERELATIONSHIPS WITHCUSTOMERSThe core idea behind custom pub-lishing is to build and maintain one-to-one relationships with customers.To sell the value of your companyand its products at a deeper levelthan can be achieved through stan-dard means of advertising or public-ity. And to deliver a rationale andsound logic to bring customers tothe conclusion – “I should do busi-ness with this company.” Custompublishing builds credibility while itstimulates sales.

But in order to build relationships,your publication must be attractive,interesting and entertaining, andmost of all — informative.Recipients must look forward to

receiving it, and they must trulybenefit from reading it. It must grabtheir attention, get them involved,and keep them willingly turningpage after page.

KEEP YOUR COMPANYTOP-OF-MINDCustom publishing — at its best —will keep you and your companytop-of-mind with your customerswhile you maintain full control of“the medium and the message.”

The statistics below show how mar-keting directors view custom pub-lishing. Custom publishing isproven to be an efficient, effective,economical and exciting way toachieve your goals.

KI Lipton Inc. can show you whatworks in custom publishing, andwhy.

It’s easy to find out more. Just pickup the phone and call Rick Lyons at267-893-5676 or send him an emailat rlyons@ki-lipton.com. You’ll seejust how extremely effective custompublishing can be.

Member of theCustom PublishingCouncil

4

I

e RelationshipsThat Last!

How Custom Publishing Benefits Your Business

Of those marketing directors who had firsthand experience using acustom publication:

92% said it is effective at relationship building.

88% said it is effective at generating loyalty.

83% said it is effective in communicating with prospects and forclient retention.

Source: Custom Publishing Council and Publications Management Research

ou don’t have to be a publisherto take advantage of this fast-growing market. Let us createyour publication from concept to distribution.Located in Horsham,Pennsylvania, K.I. Lipton drawsfrom a nationwide team ofextremely diverse and talentedpeople. We create custom pub-lishing products that enable youto connect with your best cus-tomers and prospects on a deeper,more memorable level. Youmight not have heard of us, butwe’ve been around for 25 years!

ARIBA THE magazine for business-to-business eCommerceLaunched in March of 2000 andreaching over 50,000 executivesthroughout the world, this maga-zine had a tremendous impact onattracting business and business

partners to ARIBA.More than 100advertisers paid foradvertising space. In just the first fiveissues, advertisingrevenues exceeded $1million.Web presence, too.A companion toARIBA magazine,this electronic pub-

lishing site is an instantresource for readers and advertis-ers, with links to ARIBA’s corpo-

rate site as well. As part of a well-rounded custom publishing effort,

more and more companies find theWeb a vital contributor to theirsuccess. www.ki-lipton.com/ariba/

Health Matters: The maga-zine for Warminster HospitalThis small com-munity-basedhospital had animage problem, as it was overshad-owed by largerteaching hospitalsin Philadelphia.Many local resi-dents assumed thata trip into the citywas necessary forquality health care.

Our Mission: Create a new imagefor the hospital that would clearlycommunicate to residents the vastarray of specialized services right intheir own backyard. The magazine isnow sent to 85,000 local residents ina 10-mile radius and has been well

received by both the communityand the hospital staff.

Rohm and Haas power@work magazineThe world’s second largestspecialty chemicals compa-ny uncovered a weaknesswhen they acquired theMorton Chemicals adhe-sives business in late 1999.Users of adhesives failed tosee the company as a large,diversified, and dedicatedsupplier. How to positionthe company as the adhe-sives powerhouse theytruly are? power@work magazine. A

perfect example of an estab-lished company using custompublishing to cross-sell theirproducts and build theirbrand name. Now availableas an e-magazine globally.

On The Beach: LuxuryOcean Front LivingWhen BelldonDevelopment,LLC, a high-end

developer of oceanfronthomes and condomini-ums in Wildwood Crest,NJ, needed to sell theirmostly completed mil-lion-dollar-plus homesand condos, they cameto KI Lipton for help.With the summertime

From Concept

5

Y

PAINFUL JOINTS:

REPLACING PAIN

With Pleasure

MATTERSHealth

The Eyes Have it:Better Vision in

10 Minutes

Sports Injuries:

No Pain, no gain?

no way!

Warminster Hospital

The Eyes✴

✴

SPR

ING

2006

Custom publishing with

window of opportunity at hand,a glossy tabloid called On The Beachwas conceived, published andmailed to a very targeted audienceof affluent households within driv-ing distance of Wildwood Crest. At the same time, a companionwebsite was built, providingprospective owners virtual tours ofthese extraordinary homes. Theresult: within 30 days, $10 millionin real estate sales.

Dialogue: Themagazine forDoylestownHospitalRecognizing theimportance ofeducating arearesidents abouthealthy lifestylesand new tech-nologies andtreatments, Doylestown Hospitalcame to us to redesign their 10-year-old publication, expand itsdistribution, and sell advertising tofund the added costs of increaseddistribution. The result: a reader-friendly, community-oriented mag-azine that reaches almost 150,000households. As the competitivehospital landscape continues toevolve, Doylestown Hospital hasaggressively reached into adjacentcommunities in an effort toexpand their own business.Readership studies validate itseffectiveness.

Primavera MagazineAs the world’sleading projectmanagement software provider,Primavera Systemsis widely knownand respected bylarge-scale con-struction firmswhose projectscould not break

groundwithout unique software solu-tions. To give the company’ssoftware solutions a morecomplete venue for showcas-ing their many applications,Primavera® magazine waslaunched. With a circulationof 55,000, it is now a must-read for professional projectmanagers around the world.

What should you do today?First, open the door to thisnew way of doing business.Forget about how you used to market your products andservices. Think about howyou’re going to successfullymarket them in the future.Now, here’s the easiest part.Just call or email Rick Lyonsat 267-893-5676 orrlyons@ki-lipton.com. He’llshow you how extremely

effective custom publishing canbe for you. For a modest fee, KILipton will conduct a compre-hensive feasibility study – with anoriginal prototype of a custompublishing property for you andan analysis of the costs and yourreturns. KI Lipton Inc. can beyour most valuable marketingpartner! So take the first step...and step out of the ordinary.

KEY PLAYERSCORNER

Raymond DeMossPresident, KI Lipton Inc.

PHONE: 267.893.5671EMAIL: rdemoss@ki-lipton.com

Rick LyonsDirector, Custom Publications

KI Lipton Inc.PHONE: 267.893.5676

EMAIL: rlyons@ki-lipton.comKI LIPTON INC.

132 WELSH ROAD, SUITE 120HORSHAM, PA 19044

WWW.KI-LIPTON.COM

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to DistributionKI Lipton:

Do they

hearwhatyou’re saying?No matter how loud you think yourmessage is, they won’t hear youunless you speak their language.And no one helps you speak more clearly to your customers than we do.

To talk the talk of the people you need to reach, call 267.893.5671 or visit us at www.ki-lipton.com.

Philadelphia’s Premier Custom Publisher