At a business breakfast this morning, I chatted with a client about the effectiveness of marketing.

We agreed that most of the direct mail we received went straight in the recycling bin, most emails were deleted and that we ignored most TV commercials.

It didn’t sound very good for marketing, then. But, although many businesses waste thousands of pounds on ineffective marketing, marketing can achieve results, when both client and marketing supplier work hard.

It’s not about producing glossy mailers or flashy web sites, but about identifying a specific target audience, tailoring the message to their requirements and creating material that captures their attention and persuades them to take action: making contact with you or buying your product.

It’s not always easy, but it is achievable.

So marketing does work when you take it seriously.

Robert Zarywacz

As the editor of a magazine for an organisation, I was interested to hear someone criticise some of the views expressed by contributors to the magazine.

Now, as editor, I do not necessarily agree with or share the views of contributors, but I don’t believe my role is to censor those views which do not coincide with my own.

As long as people do not break the law in any way, do not use incorrect facts or figures, do not use bad language and as long as they express themselves coherently, I believe they can say pretty much what they like, if it is relevant to readers of the magazine.

Editing is a responsibility. I aim to leave as much of the writer’s original text as possible, only cutting text that does not add anything to the article and correcting spelling, grammar and punctuation.

I think it is healthy to be able to disagree with someone’s opinion and that they have every right to express that opinion.

Robert

We are just sending to press the 8-page magazine for The Business League, which we have written, edited and laid out.

I’ve worked in corporate communications for some 20 years and am experienced in creating lively, informative magazines for companies, clubs and organisations.

It’s something we enjoy doing and we take away all the hassle of compiling articles, interviewing people, etc.

Please get in touch if you’ve thought of producing your own magazine, but been put off by the thought of all the organisation, planning, writing and production. We will make it easy for you.

Robert Zarywacz