In reviewing the sample magazine (and collateral marketing materials) Glen sent to me, I recall this impressive posting within Contractortalk.com that drew this initiative to my attention.
When you receive it notice all the supplier logos on their products. They came to us wanting to feature their products in our magazine. We figured why not because we use their products anyway.
This paid for the last est summer edition in full. We had no out of pocket expenses. This is why co-branding works and then when you add the marketing alliance with other business in your area to sell other products that you are talking about here everyone wins.
(This blog, in fact, has its roots in our initiative to serve our clients, regardless of size, with the highest quality marketing advice and suggestions we can provide. It has now thankfully grown a little beyond its original local focus. We, like Glen's business, appreciate that the essence of marketing success lies within the way we treat our clients -- and initiatives such as the Absolute Aluminum's quarterly magazine are successful because they build upon the underlyin effectiveness and client focus.)