For nearly 40 years, McMahon Group has published clinical newsmagazines for the medical community, producing the best-read* publications in their specialties (see mcmahonmed.com). Because of this success, clients have asked us to create customized editorial approaches for their unique marketing challenges, and we've responded by crafting custom products that have successfully worked to further their goals.

These are times when the standard marketing approach — placing an ad, working convention booths, shaking clinicians' hands — cannot adequately relate the wealth of information you need to project and cannot encourage the kind of conversation you want to initiate with potential customers.

When that time comes, ask yourself which type of company would be best suited to create your customized editorial product:

• a marketing firm that does some custom publishing?
• a direct mail firm that does some custom publishing?
• an advertising firm that does some custom publishing?
• a communications firm that does some custom publishing?
• a successful publishing company that can prove its editorial excellence through the readership of its properties and the success of its custom content programs?

It's not custom marketing or custom direct mail or custom advertising or custom communications--its custom publishing, and that's what we do.

*Based on BPA and PERQ/HCI audits