RCI's marketing department previously had little input on their magazine's editorial content, which sometimes contradicted their inventory. They decided to outsource the magazine to reduce costs and improve quality. There was internal opposition over legal, business, quality, and expense concerns. The goals of outsourcing were to improve the publication's quality and make it better support the business. RCI members and the publishing industry have positively received the outsourced magazine. Outsourcing leveraged expertise and scale to reduce costs by over $4 million in the first year while improving member feedback.

1. Custom Publishing Outsourcing Success Michael L. Perry SVP, Brand Response Story Worldwide [email_address] @mlperryny

3. THE DECISION TO OUTSOURCE MET FIERCE INTERNAL OPPOSITION 1. Legal concerns 2. Business concerns 3. Quality concerns 4. Company knowledge concerns 5. Expense concerns

4. THE STATED GOALS WERE THESE… Improve the quality of the publication And, make the publication work better for the business

8. The Take-Away Association members deserve robust, engaging content, it helps build community, drives loyalty and creates sales. If publishing or content creation isn’t your core competency, then find a partner that does this for a living.