Consumer attitudes to customer magazines - Millward Brown 2003

A report by Millward Brown, published in January 2003, confirms the effectiveness of customer magazines as a medium for building and retaining loyalty.

Commissioned by the Association of Publishing Agencies (APA) and Royal Mail, the report examines the attitudes of consumers and business readers towards customer magazines, readership patterns, whether or not they are persuasive and the effect they have on company image. The study also compares the attitudes of people who don't read customer magazines.

The research updates APA's first generic effectiveness report, published by Millward Brown in June 1999, and confirms those initial findings. Readers have a sophisticated understanding of the role of customer magazines; they welcome them, spend time reading them, have a more positive view of the company image and are more inclined to continue using the company than non-readers.

Methodology  |  Topline results: Consumer  |  Topline results: B2B