Ogden publications magazines

After reading the case (article) below, and based on your readings from our textbook, write a 300-400 word essay in which you address the following questions:

What are some of the key customer touch points for Ogden Publications?
How does Ogden Publications use integrated marketing communications to provide a consistent message across these customer touch points?
How does Ogden Publications benefit from using integrated marketing communications to respond to the actions of their competitors?”
The paper must be researched using at least two scholarly or professional marketing resources, as well as the textbook. The references must be cited and properly placed on the reference page using APA formatting.

Integrated Marketing Communications at Ogden Publications

Integrated marketing communications is all about consistency. For some companies, that’s pretty simple—slap your logo on the press kit and you’re good to go. For Ogden Publications of Tulsa, Oklahoma, it’s a little more complicated. The small publishing house has 13 titles, ranging from Mother Earth News and Natural Home to Cappers, a magazine about traditional American values and rural lifestyles, and everything from Motorcycle Classics to Utne Reader, a collection of articles about art, politics, and everything in between. In addition to its magazines, the company also offers merchandise and electronic companions to its titles.

It has been difficult to present an Ogden Publications “look,” although brand manager Brandy Ernzen and Cherilyn Olmsted, Ogden’s circulation and marketing director, consider this one of their many priorities as they take marketing at the company to the next level. “Each of the titles is so unique that they have their own brand identity,” says Ernzen, but the common thread throughout all of Ogden’s offerings is that “we tell people how to do really cool things.” For Ernzen and Olmsted, the focus is on raising the bar on promotions, events, and ad sales as well as driving traffic to their Web properties and increasing circulation and awareness for each magazine.