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Research

Given the complex nature of customer publishing and the many jobs it can do for a brand, research is fundamental to its present and future success. Understanding the relationship between the communication channel, the brand and the consumer is a must-have for any marketer looking to build up a solid relationship between product and customer.

With full understanding of the medium and the importance of demonstrating its effectiveness, the APA have commissioned a number of research studies that provide solid evidence of its impact and value. From the groundbreaking Advantage Study to the encouraging Digital Audit, APA research is the cornerstone of the success of customer publishing. Need proof? Click here

International Customer Publishing Shortlist

International Customer Publishing Shortlist 2009   |   Type: Presentation Document   |   More info

APA@

Launched in January 2008, APA@ is an in-depth measurement of the role of digital within the customer publishing industry. In a crowded digital marketplace, this key study has positioned customer publishers as experts in online content, their digital expertise complimenting their more traditional publishing skills to produce perfectly integrated marketing solutions.

APA@ Executive Summary   |   Type: Research Document   |   More info

The study concluded that customer publishers are extremely well placed to deliver such solutions given their deep-level understanding of brand communications and the consumers they target. It's clear that this is an extremely exciting time for customer publishers as their digital offering increases to meet their clients' needs.

APA Advantage Study

First undertaken in 2004 and updated every year since, the APA Advantage Study is the single most important piece of research in proving the effectiveness of customer publishing. Exploring consumer engagement and impact, the study now takes in 24,000 interviews across 70 titles, giving an invaluable perspective on the industry and a vital insight into how consumers react to advertiser-supplied content. Key findings include:

APA Advantage Executive Summary   |   APA Advantage Automotive Sector   |   APA Advantage Financial Sector   |   APA Advantage Retail Sector   |   Type: Research Document   |   More info

  • Customer magazines keep consumers' attention for a staggering 25 minutes - significantly more than eight seconds looking at a poster or 30 seconds listening to a radio ad
  • Customer magazines increase brand loyalty by 32 per cent, with 78 per cent of consumers preferring customer magazines over any other form of marketing.
  • 47 per cent of readers are more likely to purchase products featured in a customer magazine than in any other type of marketing.

 

DMA Research

One of the most exciting pieces of research published this year is the Participation Media Study by the Direct Marketing Association (DMA). Three years in the making, the latest version finds that customer publishing scores highly against the criterion of engagement - the likelihood of a target taking some kind of positive action having been exposed to a brand message.

Demand Report   |   Economic Impact   |   Participation Media   |   Type: Research Document   |   More info

As a member of the DMA, the APA has access to a vast range of research and data that APA agencies can use to supplement their own information.

Mintel Report- Customer Publishing

Commissioned by the APA, the latest Mintel 2008 Study makes great reading for anyone involved in the customer publishing industry. As a snapshot of the worth of the industry and how it compares to other marketing media, the study found that the industry is flourishing with a current value of over £904m, a figure that's set to rise to £1.1bn by 2012.

APA Mintel Executive Summary   |   Type: Research Document   |   More info

When compared with other forms of marketing, customer publishing is now the fastest-growing marketing medium after internet advertising, easily beating more traditional forms of advertising such as direct mail, outdoor and radio.