How and why do customer magazines work?

Extensive research by the Association of Publishing Agencies (APA) in conjunction with the Royal Mail has shown that magazines have a positive impact on readers’ attitudes, perception and behaviour towards a brand.

The research also reveals that, not only do magazines increase brand awareness and enhance image, but they also directly influence sales and are the preferred method of communication for most customers.

Customer magazines build sales: as many as 53% of consumer magazine readers say they are more likely to purchase products once they have featured in a customer publication.

Customer magazines increase loyalty: after reading a customer magazine 40% of readers say they are more likely to continue to use the company represented by a particular magazine or to choose that company in the future. Among regular readers these figures rise to 46%.

Customer magazines enhance brand image and awareness: 85% of customer magazine readers think that magazines are a better way than any other form of marketing for clients to tell them about their products and services.