[ Corporate Publishing ]
Corporate publishing attaches great importance to maintaining the image and brand. In almost all large companies, but also increasingly in medium-sized companies and outstanding personalities, specific media are an important element in the context of adapted, individual communication. The following applies: The more professional the media are, the stronger and more credible they appear. In addition to exciting content, functioning media also offer attractive design and the credible communication of information.
The term “Corporate Publishing” (CP) or company publishing refers to journalistic and periodic corporate communication with one’s own media. The type of media is initially irrelevant (source: Content Marketing Forum, formerly: Forum Corporate Publishing). Corporate publishing traditionally has its roots in print products such as customer, employee and member magazines or company newspapers, but the increasing number of TV and audio media as well as online media are also part of corporate publishing – provided they are journalistic , so editorially shaped.
All types of literature are appropriate: non-fiction and specialist literature as well as novels, children’s literature, biographies, crime fiction or even personalized literature in which the recipient of the book also plays the main role in the plot of the book (bequest or obituary).
As a book designer, ideally I work from the inside out, summarize the content and then deal with the format, scope, typography, material, reprography and printing of the publication.
What applies to the versatile book applies to the multi-page magazine, to the folded flyer, to the poster and to everything that can be published on paper or in digital form. »» more »
The origin of corporate publishing lies in print magazines. These primarily include customer, employee and member magazines. They are intended to draw the attention of target groups to the company, to a specific product, to a manufacturing process, to a service, to give advice on specific problems – e.g. when using products by the customer – or to inform and entertain them (infotainment).
Berlin, December 29, 2021
The term Corporate book was coined on the basis of similarly formed terms such as corporate identity, corporate design, etc. in the context of corporate publishing and has been around since 2002. In the Anglo-American region one speaks of the branded book instead of the corporate book, which indicates the proximity to brand loyalty (brand or trademark).
In contrast to books that are published by private individuals as authors, corporate books serve as high-quality marketing and PR tools. They do not have a purely advertising character, they are geared either to the factual information of certain reader target groups or to entertainment, whereby company-related topics are always the focus. A special category is the commemorative publication (“Journal for the anniversary” or “Company chronicle”), which is published specifically for the anniversary of the company or the entrepreneur as a person – a genre of literature that is well over a hundred years old.
Corporate books are rarely distributed exclusively within the company. Specifically, they serve to strengthen or build a brand, to improve the image, to build up an expert status for a specific topic, to acquire new clients or to position a company over the long term. Their versatility and their connection with print, TV and the Internet make them suitable for many purposes.
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