The Italian Trade Commission (ITC) is responsible for promoting a wide range of Italian manufacturers to the American manufacturing community. Their objective is to educate manufacturing executives on the efficiencies and capabilities Italian manufacturers provide in today’s ever-changing manufacturing environment. To achieve that goal, the ITC uses a custom publication, Machines Italia, to highlight the benefits. With editorial content, graphics and innovative design supplied by Penton Custom Media, the turnkey process allows an organization like the ITC to produce a professional publication without employing internal resources. To leverage marketing impact, this bi-annual publication is distributed at key industry tradeshows, including the bi-annual IMTS Show, as well as poly-bagged to strategic readers of New Equipment Digest, a Penton publication serving the MRO and OEM industries. Additionally, the magazine is promoted on-line in New Equipment Digest e-newsletters.