Why you need it
Custom publishing, contract publishing, customer publishing – all names for the same thing: editing, writing, designing, producing, selling advertising space in and distributing publications on behalf of clients.
But customer publishing is not simply about attractive publications that look good – including magazines, brochures, e-zines or websites.
It is about producing publications that help organisations generate response, awareness and loyalty while also managing audience expectations.
Customer magazines work in five linked ways to:
- generate sales leads
- build on customer loyalty, and enable it to be measured
- allow a company’s database to be polished and enhanced
- communicate information
- enhance awareness of a brand
The power of customer magazines
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.
