CATALOG & MAGAZINE PRINTING OUTLOOK — TURNING THE PAGE

Brand extension launches through electronic channels, in addition to Websites, may include Podcasts, satellite radio, text messaging and alternative portals, such as MySpace pages.

“Key to many of the magazine publisher strategies has been to make their Web page a destination and to ensure a complementary nature across the (printed) magazine and the Website,” RR Donnelley’s Marcoux says. “Publishers are finding that they can enhance subscribers’ experience and loyalty by enhancing the magazine and Web content experience. For the reader, the magazine is a portable reference, while the Website hosts added or complementary content beyond that found in the publication.”