It depends on the lifestyle you are promoting through your brand. It's no secret why high-end automotive companies like Mercedes, BMW and Lexus have custom-published magazines. Their customers are not just buying a car; they're buying into a luxurious lifestyle that includes travel, decorating, entertaining and sports, among other interests. If your firm has a similar "quality of life" message with a loyal customer base, then it may be time to launch your own magazine.

The world is changing fast. Companies are discovering they can reach their customers more directly with custom magazines than with traditional marketing campaigns. While clients may continue to advertise in consumer publications, they take more control of their message with their own magazines. It is also a great way to build brand loyalty--much like a frequent flyer club.