Magnet launches 'brand publishing'

NEW YORK: Magnet Communications has gone into the book

business.



While its titles aren't likely to storm the bestseller list, the firm is

touting its "brand publishing" program as a way for clients to pursue

multiple communications goals through a single bound volume.



"These projects will serve three purposes: reaching customers, polishing

a brand, and providing the potential for additional revenues," explained

Magnet SVP Robert Coburn, who is overseeing the initiative with

Christopher Johnson, chief creative officer.



Coburn cited corporate philosophies, company anniversaries, and

product-line milestones as examples of the subject matter Magnet's

publications might tackle. The service has been shopped to clients since

late last summer. The first to sign on is Nikon, which has asked Magnet

to take over the production of Nikon World, a thick-stock quarterly

distributed to 16,000 photo enthusiasts. The contract will represent a

six-figure component of the existing account.



Garren New York, a high-end hair-care line, and the industry group

Platinum Guild International are also in the final stages of launching

"brand publishing" ventures with Magnet.



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