IMC Students Publish Journal of Integrated Marketing Communications,
Journal of Integrated Marketing Communications
When the Journal of Integrated Marketing Communications was born 20 years ago, the best-selling fiction book was Theodor Seuss Geisel’s (Dr. Seuss) Oh, the Places You’ll Go!, which celebrated life as a “great balancing act,” but through it all, “there’s fun to be done.”
For some adult readers, this work served as a reminder that life’s single certainty is uncertainty. And that belief holds true across industries, especially within the realm of modern marketing communications.
“A milestone like an anniversary is the perfect time to reflect on how communication has changed and to celebrate the contributions and influence Northwestern alumni have had,” says David Grossman (IMC ’90), the founding editor of the JIMC. “Understanding the past helps us be even better prepared for the future.”
As a graduate student in 1989, Grossman had an idea to create the Journal of Corporate Public Relations (eventually renamed the JIMC ). The focus has since broadened from public relations to integrated marketing communications, reflecting the larger discipline and tool box needed to drive consumers to action today, he says.
Today’s marketing and communications industry moves at a break-neck pace. “It’s important that there be an archive of the revolution and evolution in the business,” says Editor-in-Chief Erik Johns (IMC ’09). “The JIMC fills that role.”
The annual publication is sent to thousands of leading marketing minds and acts as the only continuous “voice” of the ever-changing IMC program. “It has most often led the school in suggesting new ideas for the curriculum and directions for careers for our students,” says Professor Clarke Caywood, JIMC publisher. “We are extremely well known as a source of useful theory and practice for business leaders.”
Outside of law schools, it is unusual for a team of graduate students to publish a “thought leader” journal, Caywood says. The JIMC helps Medill distinguish itself from other business and communication programs.
“You can’t not communicate, so you might as well get good at it,” Grossman says.