Focus On Series
Focal Press had been a professional and academic publisher for the applied media arts for 75 years. The content is and was stellar and revered in the marketplace. There was a strong brand recognition and an expectation of unparalleled quality. However, Focal Press needed growth. As the technologies our customers worked with became more and more consumer-friendly, our customers began to change. After extensive market research and many off-site brainstorming sessions, Focus On was conceived. The photography team managed this incredible project from start to finish, including determining which topics to target, overseeing the critical design component, acquiring the right authors, creating the business case and strategy, assistance helping the sales team with messaging, and working hard on marketing and promotion in general. The project was a success. It did not continue when Focal Press was purchased by a publisher that didn’t have reach into the trade channels.
Click here to view the series online.
