The systematic communication between a brand and its affiliate publishers, beyond the automated transaction notifications generated by the affiliate network. Types: publisher newsletter (monthly program highlights, new products, upcoming promotions, creative updates — primary retention communication tool); commission change notification (direct, personal advance notice of commission structure changes, sent 30-45 days before implementation); commission reversal explanation (brief explanation in the reversal reason field when commissions are reversed — maintains trust); product change notification (direct notice to publishers with active content when products are discontinued or significantly changed); milestone recognition (personal acknowledgment when publishers reach earnings or GMV milestones). Publisher communication quality differentiates programs: publishers who receive regular, substantive communication show 35-50% lower quarterly churn rates than publishers who receive only network-automated notifications. Minimum viable communication: monthly newsletter + advance notice of any commission changes + reversal explanations.
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