Rodale Inc., publisher of titles including Men’s Health and Runner’s World, has re-branded it’s custom publishing unit to Rodale Custom Content & Marketing.
The division’s mission is to, “empower brands to use content to communicate authentic values that meet customer needs, wants, and aspirations.”
Normally, a brand will not consider a re-branding unless it is absolutely necessary, for concerns that they will lose all brand equity they’ve accumulated. However, with Rodale, the custom publishing division does not seem to face any significant risk.
“Content marketing is playing an increasingly key role in building brands, allowing marketers to connect in more real and meaningful ways with their customers,” said Valerie Valente, Senior Vice President/Publishing Director, Rodale Custom Content & Marketing.
The move into custom marketing is not unlike those made by other publishers, including Condé Nast, who are looking to cut out agencies and work directly with brands on custom marketing solutions.