Publishing Corporate Anniversaries with an Illustrated-Book Producer
Posted by Peter Blaiwas on Thu, Oct 21, 2010
During the 16 years we've been producing illustrated books, many of our clients have referred to us as their "publisher." For a long time we hastened to correct them, but now we prefer to explain the distinction between "publisher" and "producer" as we guide them through the process of creating the illustrated history for their company.
In short, our client provides us with the raw material and we work with them to develop an effective publication plan then help them to implement it. In this way our client becomes their own (ideal) publisher. Ideal because they know their audience, how to reach them, and what will hold their interest in the short as well as longer terms.
The specifics of the audience for any illustrated anniversary history is necessarily unique to each company and organization. It might include past and present clients, board members, shareholders, employees, and/or media and public relations outlets. Our goal is to create a corporate history that is at once beautiful, useful, and intellectually—even emotionally—engaging to these target readers.
Along with the client's story of its many years of success, we need to help convey the resilience and versatility of its product and its people. A successful history is equal parts past, present, and future. It must reflect how the company builds on past achievements, learns from missteps, and adapts to change. It takes stock of its present situation and synthesizes how their then and now shape the company's vision for its future.
The time a reader spends with the resulting book is inherently quality-, one-on-one "face" time, during which he or she can establish a relationship of discovery, remembrance, and appreciation with the book. This element is essential if you wish to maintain a trusting, personal connection between the reader and the client's brand.
The physicality and the intimacy inherent in reading a book makes print the logical medium for conveying such permanence, substance and, in particular, adaptability. These days, adaptability is a quality not often associated with developing and producing print publications, especially when compared to digital publishing. But that discussion comes next, and I will expand on print's versatility in my next posting.