Brand-building for Pishu has entered its third decade. Over the past 20 years or so what was a print-only product has evolved into a multi-media platform for resource pooling，content supply and service management and coordination. This chapter looks at the journey that took Pishu to its prominence today. Topics examined include marketing channels and strategies，and how yearbooks published in 2018 did in terms of marketing through media exposure. Results of survey of media organizations and a review of reader comments posted online reveal problems with not just marketing strategies and approaches，but also the operation of specific marketing mechanisms，and even the content of the yearbooks suggestions are given for addressing these problems，and for ensuring the long-term commercial success of a worthy academic publication brand.