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Media Intelligence : MT Resource Guide 2011
C ustomer publishing is one of the biggest global success stories in marketing reports the Association of Publishing Agencies (APA), the UK representative body for custom publishing: “Second only to internet advertising in accelerated growth... 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.” The APA recorded the time each customer spends reading a custom publication as 25 minutes. “ When compared to traditional television advertising, this is worth the equivalent in time of 50 x 30-second TV spots.” Furthermore its research reveals that when customers receive a customer publication, loyalty increases by 32%. This is supported by an Australian example. A White Paper by the ADMA Relationship Marketing & Customer Management Council (March 2011) cites a recent survey wherein 35% of respondents said they booked a P&O Cruise as a result of reading the Sail Away P&O Magazine. “Shifts in the advertising business have made custom-built publications a natural, affordable and highly effective solution for both advertisers and corporate clients looking to create their own custom magazine,” states News Custom Publishing (NCP), Head of Content, Jo Schulz. “In terms of advantages for media buyers, securing advertising space within custom magazines allows the advertising messages to be ‘on brand’and in sync with the customer base of the magazine itself. So in essence, it’s very much directed to a specific target audience.” NCP’s triple j magazine successfully taps into the 18-24 youth market, which ensures advertising messages are received directly into the hands of the required target audience. For media buyers and planners, that advertising can be so effectively targeted is obviously a prime selling point – as opposed to other forms of popular media which often have a more scattergun approach. “It cuts out that wastage you get from that mainstream, generalist media,” elaborates Hardie Grant Publisher Mark Scruby. “ We offer a clearly defined audience. Most of these magazines are going to databases of people who have a shared interest or consumer behaviour.” PETstock, a chain of pet supplies stores, is a new client of Hardie Grant for whom they are working on the first edition of its magazine, 130,000 copies to be published per quarter. “ The client has so much information from the database that custom publishing With highly targeted audiences and using established editorial prowess to adapt to new media, custom media is set for successful growth. Future success “Shifts in the advertising business have made custom-built publications a natural, affordable and highly effective solution for both advertisers and corporate clients.” – Jo Schulz, Head of Content, News Custom Publishing Jo Schulz 70 MediaTitles p70-73customPublish.indd 70 14/4/11 1:42:20 AM
MT Resource 2010
Media Trends+Strategy 2012