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Perhaps the root of all custom publishing success results from its "custom" nature. You control every move. Determine how often to publish, when to publish, what topics to cover, what‘s said, how it‘s said, who says it and how your publication looks. It‘s a promotional twist that delivers the information you want your audience reading in a way they want to read it. One by one, person by person, you select who receive your publication. The audience isn‘t chosen for you. Everyone reading your publication either wants it or you want them to have it, creating a formula where every marketing dollar you invest pays off.