Content That Works

New York Life
Insurance Magazine, 1942

For some reason, every few months or so, a reporter will discover that a consumer or business product company has launched a magazine or web property designed to communicate directly with its customers -- and will write about it as if this were some newly discovered form of marketing. As launching and managing such media properties is what I have done for much of the past 25 years, I am pleased that such an approach to marketing is continuously treated as something new and fresh and cutting-edged, despite having been around since the 1800s.