Why Customer Publishing?
Why Customer Publishing?
Customer publishing is one of the biggest success stories in marketing. Second only to internet advertising in accelerated growth, it constantly amazes in its growth, size, scope and adaptability. Every day another client comes on board, ready to experience the excitement and rewards of publishing their own magazine or website using their own content.
The research is compelling:
The customer publishing industry was worth £904 million in 2007 and is projected to be worth £1 billion by 2010. The industry saw a 12 per cent growth in 2007, with around 120 new brands coming into the market.
Growth is coming from new clients entering the industry. In 2005, new launches accounted for one third of customer magazines. This remains the case in 2007, with brands such as RBS, Shell and Sony launching magazines, and editorially driven websites for the first time
The average circulation for a customer magazine in 330,501, however certain titles achieve significantly higher audiences. ABC data reveals that customer magazines dominate the top ten, with the top four publications all customer magazines.
Customer magazines keep consumers attention for 25 minutes* which is significantly more than the eight seconds looking at a poster or 20-30 seconds listening to a radio ad (*source Advantage Study)
Compared to other types of communications, customer magazines hold attention – 57% of consumers read at least half the magazine, while top performing magazines manage to engage 78% of consumers to this level (Advantage Study).
Customer magazines increase brand loyalty by 32%.
Readers of customer magazines are more likely to hold positive views on the brand. This is incredibly valuable in a world where advocacy and word of mouth are seen to play a significant role in a brand's success.
Customer magazines have been proven to drive an 8% increase in future sales, while readers of supermarket magazines spend over £5 more on groceries in an average week than non-readers (TGI)
But it's not just about magazines 15% of the industry's turnover is now comprised of delivering fantastic editorial driven digital content- be it website, mobile, or e-zines.
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