ATLANTA: Edelman has launched a custom-publishing practice that will be run out of its Atlanta office, and led by magazine veteran and agency SVP Howard Lalli. He has held senior editorial positions at The New Yorker and Talk magazine.
"Customers want to be engaged more," said Lalli. "Magazines allow businesses to create a serialized relationship, and talk more intimately to targeted customer groups."
The new practice will develop four-color glossy publications for consumer and b-to-b clients. With the announcement, Edelman showcased two such magazines already in distribution. Vista is a 24-page title for wealth-management firm Ballentine & Company, which targets existing clients and prequalified prospects. A publication for Home Safety Solutions targets parents, and is direct-mailed to affluent homeowners.