Brand publishing teams prioritize flexibility to stave off cuts

As challenging economic conditions persist, brand publishers say they’re focusing more than ever on flexibility. Flexibility can show up in a range of ways inside brand publishing initiatives, but broadly speaking lets these initiatives dial expenditures down and up quickly, on a monthly or even weekly basis.  Flexibility is hard to come by in a publishing endeavor, since it’s by definition not a discipline that lends itself to quick changes. Brand publishing often relies on robust and thoughtful staffing, and often only pays dividends a few months, or even years, after a strategy is first launched or put into the market.  That reality is forcing brand publishers to take more malleable approaches to what they do. “At the end of the day, I work for a marketing organ