Back in 1996, during the earliest days of the web browser, the magazine-business B2B magazine, Folio:, featured a youthful-looking custom publishing “pioneer” named Rex Hammock on its cover as part of a story on the nascent move by custom magazine companies into digital media. Earlier this week, 20 years later, the author of the first story, Tony Silber, caught up with Rex for an update on whatever happened to that thing called the internet.
Here’s Tony’s introduction to the updated Q&A with Rex. The full story can be viewed here.
In September 1996, nearly 21 years ago, Folio: published a cover story on the state of custom publishing. The article was organized as a quasi-Q&A, posing 10 questions custom publishers were asking themselves at the dawn of the digital age as their businesses were fracturing. Suddenly alien ideas like HTML — and alien platforms like Compuserve and America Online — were emerging, and print-based media services firms were worried about the impact on their business.
The article asked several custom-publishing sources to provide answers for each question. The most prominent of those sources was Rex Hammock, owner of an eponymous custom content agency, and one of the pioneers in a nascent market — using high-quality content in a magazine format as a communications vehicle for marketers. Hammock is also the founder of Rexblog.com, which goes back to the year 2000, and has been consistently and faithfully maintained in all those years — a rare accomplishment by itself, without even considering that it’s also been a media-business thought leader all that time.
Recently, Rex suggested to me that we revisit that Q&A, and try to make sense of the questions and answers from the nineties and seek their corollaries for 2017. The frequently fascinating results follow.
Continued | Foliomag.com