Can brand publishing become a direct revenue stream?

One of the fundamental challenges for brand publishing operations is demonstrating how their contributions benefit the companies they work for and – ultimately – justifying their own existence. Progress is often gauged using metrics oriented around traffic, net promoter scores and leads. But a growing number of companies are beginning to wonder if their brand publishing efforts could be judged with another, more tangible measure of success: Money. Companies across a variety of sectors and industries are now evaluating whether their brand publishing efforts could generate revenue directly, effectively turning them from cost-centers into revenue-generating divisions. Some believe their publishing initiatives could effectively morph into standalone businesses in their own right,