by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource 2010
O ffering valuable targeted marketing and brand reinforcement as well as a high level of audience engagement, custom publishing is seen as a crucial tool for marketers. “ The real value proposition of a custom magazine is the opportunity to build brand loyalty and increase spend from existing customers,” says Text Pacific Publishing MD Georgina Brujic. Customer retention and acquisition is another distinguishing advantage. “In an environment where retaining existing customers is much cheaper than searching out new ones, custom publishing can increase brand loyalty by 32 per cent according to the UK Association of Publishing Agencies’ (APA) surveys.” Mahlab Media MD Bobbi Mahlab points out. Brujic agrees. “It’s obviously cheaper to retain existing customers rather than acquire new customers and custom magazines are effective tools at increasing incremental spend. In the custom medium, price becomes less of an issue and the relationship is built on engagement, service and quality. This ensures that these customers become increasingly loyal and decreasingly price sensitive.” With the proliferation of media options, a lot of above-the- line marketing investments come with significant wastage primarily due to a lack of targeting, according to Hardie Grant publishing director James Newman. “Custom publishing efficiently cuts through to customers and membership databases in a personalised way and offers a dedicated media channel that delivers on communication requirements, brand positioning, showcasing products and services, added value and fulfillment all with far less wastage. “Advertisers are also discovering the effectiveness of advertising in custom magazines because they can be assured of who is reading the publication and are, therefore, able to further target a specific audience again with minimal wastage,” Newman observes. According to Nielsen, the fallout from Web 2.0 has resulted in audiences who have never been more distracted: With 78 per cent of people multitasking online; 61 per cent watching TV at the same time as surfing the net; 50 per cent listening to the radio and using the internet, according to Mahlab, “it’s harder than ever for businesses to attract attention and long-term relationships with consumers”. However, in this environment, she says “custom publishing has proved its worth – trustworthy, engaging content gets attention”. Custom magazines have been proven to drive an 8 per cent increase in sales according to the APA. Despite custom magazines often being far more efficient at reaching target audiences than consumer media, traditionally media planners and buyers have not shown a lot of interest in custom magazines. So what do media planners and buyers need to know about custom publishing? “That it works!” exclaims Mahlab. “ That the media planning landscape is much more complex than 41 MediaTitles Custom publishing The benefits of a custom publication for advertisers include customer retention and acquisition as well as increased sales. Accustomed to success Custom publishing has proved its worth – trustworthy, engaging content gets attention.” – Bobbi Mahlab MD, Mahlab Media “ p40-41,43 customPub.indd 40 8/12/09 2:44:31 PM
2009 - 2010
MT Resource Guide 2011