Topline business results

Yes. In fact, 45 per cent of business readers read the publication in detail. This rises to two-thirds amongst regular readers. Nearly a third pick up each issue more than three times before they have finished reading it. Sixty-five per cent spend more than 15 minutes reading an issue (37 per cent spend more than half an hour). A quarter of business readers hold onto their copy for reference - and a similar number pass it on to a colleague. Two thirds of business respondents read general interest articles, half read articles that are relevant to their job function or sector, and 41 per cent actively read articles about the company's products or services.

Readers find these magazines informative (94 per cent), entertaining (59 per cent), and enjoyable to read (75 per cent). Fifty-seven per cent think that the content is relevant to them and their company. And one in five would be prepared to pay to receive their publication: a significant number given the fact that many business-to-business titles are controlled circulation. Sixty-two per cent would recommend the publication to a colleague.

Do customer magazines have an effect on brand image?

The report reveals strong levels of support for magazines as brand enhancers. Business respondents strongly endorse customer magazines as a marketing tool: 74 per cent would prefer to read about products and services in a customer magazine than in other forms of advertising.

Business readers also hold very positive opinions about the brand that sends them a magazine. Eighty per cent think that the company has a good reputation, and a similar number believe the company is striving to meet its customers needs. Three quarters of business readers trust the company and think that it is constantly improving its products and services. Over two thirds agree that the company offers good value for money, and that it looks after its customers.

Non-readers also see the rational appeal of these publications: 72 per cent of business respondents who do not read customer magazines still think that they are a better way for a company to tell customers about products and services than other forms of marketing. Seventy-nine per cent of non-readers also think that customer magazines are an important source of information. They also support the emotional appeal of customer magazines: nearly three quarters think that they help to improve a company's overall image, and over half think that they help to promote customer loyalty to the company. A third of non-readers in this sector think that a customer magazine would make them feel valued by the company.

Three-quarters of business readers think the customer magazine they read fits in with the way they think of the company, and half feel the magazine shows that the company understands their needs and interests.

Do they impact on customer behaviour?

Crucially, the study shows that customer magazines do impact on customer behaviour, driving sales and likelihood to repurchase amongst readers. Due to their endorsement by a known brand, customer magazines also engender trust in their readers: more than a third say they are more likely to trust advertising or special offers in a customer magazine than in other magazines or newspapers. Two thirds claim that they are more likely to purchase products featured in the magazine than in other types of advertising. And one in three have actually purchased something as a result of reading about it in a customer magazine. Business readers are also significantly more likely to go on using the company than non-readers who have been exposed to other forms of marketing (40 per cent compared to 20 per cent.)

The findings of this study show that customer magazines have a vital and unique role to play in building sales and saliency, increasing loyalty and retention and improving brand awareness.