ustom Media refers broadly to the development, production and delivery of media through print, digital, audio, video and events; designed to strengthen the relationship between the sponsor of the medium and the medium's audience.
ustom media aims to build a relationship of trust and loyalty with the sponsor's customers, so they regard the sponsor as the vendor of choice when they make purchases. This is accomplished by providing information and often advice that meets the needs and suits the preferences of the sponsor's target market. It serves the interests of audience, rather than overtly plugging products and services the way ads do.
ypically, custom media is sponsored by a single marketer and is designed to reach a tightly focused audience of customers. Printed materials still have an important role in marketing. Many customers still want something they can take home and review.