Corporate newspapers and magazines

Below are answers to the six questions most frequently asked by clients interested in corporate publications.

1. Why do we need corporate media?

Corporate media can accomplish a wide range of business tasks: boosting sales, improving corporate culture, team building, creating a friendly, modern image for a company, supporting bonus programs, etc.

Recently, the popularity of corporate publications in Russia has been growing steadily. The range of traditional advertising tools is limited, while corporate publications, which offer the synergies of advertising and media products, provide effective solutions for many communication issues, particularly those related to increasing the loyalty of partners, clients and staff.

Corporate media are tailored to the interests of the target audience, offer a higher degree of trust and engagement, and tend to be much more interesting than standard advertising. Corporate media are a company-specific product conveying important information about companies and brands.

2. What kind of corporate media do you produce?

We can create corporate media in any format that helps our clients. The three formats we use most often are:

Business-to-Personnel: Publications for staff. This is one the most important tools for intracompany communication. If your staff are working on various projects in different offices or even different cities, then the need to create a unifying communication platform is clear. Staff size is not a material issue: your company may employ thousands or fewer than 100. We, for example, have a staff of about 40, and we also publish our own corporate newspaper.
Business-to-Business: Publications for business partners. Depending on your business, partners can include corporate clients, dealers, or financial analysts, but whoever they are, a high-quality publication is one of the most effective tools for communicating with them. Typically, these publications are business periodicals and newsletters, with analytical reports by financial companies as a separate segment.
Business-to-Customer: Publications for customers. The main goal of these media is increasing brand loyalty and promoting sales. Usually these publications include useful and entertaining information and can be in a standard newspaper format (tabloid), a customer magazine, or a magalogue (magazine + catalogue).

3. How do Polylog's corporate publications differ from those of the competition?

Quite simply, our publications are usually better, and for clear, specific reasons:

Our department of corporate periodicals includes professionals with experience in journalism and communication consulting. As a result, our publications are grounded in the principles of professional journalism (the highest standards of readability and information accessibility) and are tailored to a client's specific needs.
We do not subscribe to the "battlefield leaflet" approach, which 99% of the time results in unattractive publications that employees and clients simply ignore.
We like good design, but use it constructively. The layout of a periodical has its own distinctive features, and advertising designers, much as they might try, can generally produce only booklets or annual reports rather than newspapers. This may seem fine the first time around, but eventually (generally about six months down the road) it becomes clear that this design layout falls short of the mark over the longer term.
The design and publication of Polylog's corporate media is certified under international quality standard ISO 9001:2000 (based on a BVQI audit).

4. Can we see some of your work?

Certainly. Newspapers designed and produced by Polylog are widely available at trade shows and exhibitions. Our most recent success is the newspaper Ochakovo Press, which won the annual award for public relations development PROBA-IPRA GWA 2005 in the Best Corporate Publication category. Our portfolio is available at our office, and you can see samples on this website at the following links:

AlfaNews (AlfaStrakhovanie)
BCS Inside (Golden Telecom)
Corporation (Lebedyansky)
Day after day (Renaissance Credit)
GidroOGK Bulletin (GidroOGK)
Gosstrakh (Rosgosstrakh)
Ingosstrakh Report (Ingosstrakh)
Nevada Express (Nevada)
Ochakovo Press (MBNAB "Ochakovo")
Partner (AGC Flat Glass Russia)
Philips Digest (Philips Consumer Lifestyle)
Rosinfo Review (Rostik Group)
United Network (FSK EES)
Generation 6 (OGK-6)
Panorama (Kraft Foods Rus)
Polylogs (our corporate magazine)

5. What corporate media services do you offer?

Our range of services is extensive and depends on the situation and the client's wishes, but generally includes the following:

Publication design (creating the design layout and subject index)
Periodic production of turnkey publication solutions (managing, writing, editing, design, proof-reading, printing and distribution)
Start-up (Polylog handles the first 2-3 issues); after that, the client company handles publication using the business processes developed; Polylog can provide advanced training for current staff and help a company find new staff
Education: a series of seminars and trainings to help internal divisions such as PR to better understand the nature of modern corporate publications and produce a high-quality product.

6. Do we really need a corporate publication?

That question is best answered after we analyze your specific situation; for those who prefer not to wait, we offer a five-question mini-test:

Are you betting on the development of your brand?
Do you want to strengthen your clients' loyalty (remembering that 20% of loyal customers can generate 80% of profit)?
Do you have more than 40 employees, and do they work on different projects in different units and different cities?
Do you offer innovative products and services that your potential customers and partners need to hear about more often?
Is there more than one player in your industry?

If you answered "yes" to even one of these questions, then please call us or write, for it is highly likely that you do indeed need a corporate publication.

Contact persons: