MRM Partners Worldwide, the direct marketing arm of McCann-Erickson WorldGroup, debuted its first in-house custom publication on relationship marketing last month to highlight its services in that area.
Called Relationship Journal, the issue has a circulation of 10,000 distributed to agency clients, selected prospects and MRM executives in offices worldwide. It is produced by The Publishing Agency, MRM's custom publishing unit.
The 16-page tabloid-format magazine showcases the relationship marketing work undertaken by MRM for its clients. Other non-agency case studies also feature.
The cover story involves CEO John Strangfeld's attempt to transform Prudential Securities through relationship marketing. In another article, MRM chairman Stan Rapp explains how to break through the noise with targeted messages.
“Its target audience is marketing professionals who make decisions about how marketing and advertising budgets are invested,” said Kirk Cheyfitz, managing director of The Publishing Agency.
Though the first issue shows a cover price of $4.95, there is no intention to charge those on the mailing list.
“But we're not ruling it out,” Cheyfitz said. “Since this was an internal project, it's impossible to tell what it really costs.”
The quarterly magazine was created to reflect that relationship marketing often is complex. A long-form communication vehicle like this custom publication allows MRM to convey its message and also lets The Publishing Agency highlight the services it offers.
Articles in the next issue in October will touch on market segmentation strategies, creative and interactive applications, consumer trends and privacy concerns. Circulation will be raised, but the number is not yet known.
MRM Partners last year reported worldwide billings of $1.4 billion. The Publishing Agency unit accounted for $130 million, from offices in New York, Seattle, London, Amsterdam, Madrid, Brussels and Bangalore, India.