Custom publications stick out in the reader’s mind – even more than catalogs or direct mail.
That’s the word from a new survey of British consumers by Royal Mail and the Association of Publishing Agencies.
Eighty-five percent of the respondents said that customized magazines are their preferred way to hear about products and services, making them more popular than direct mail, newspapers, TV and outdoor media.
Of those who read custom magazines, 47% of the consumer respondents have purchased a product or service as a result, compared with 28% of the business readers.
What’s more, those who read custom publications say they are either a little more or much more likely to continue using the products and services of that company in the future.
Brand confidence is also high among custom publication readers – 82% of consumer magazine readers feel a strong level of trust associated with companies that produce custom magazines, compared with those that don’t. Furthermore, 80% of consumer magazine readers feel that these companies look after their customers; 78% feel they’re constantly improving their products and services; and 76% feel they offer a good value for the money.
Fifty-three percent of consumer readers and 63% of business readers are more likely to review and respond to an ad if the magazine is personally addressed. Nearly three-quarters of the consumer readers find the custom magazines they receive relevant to them, compared with 57% of the business readers. The consumer readers are slightly more likely than business readers to feel that custom publications reflect that the company understands their needs and interests.For the study, 1,000 readers and 300 non-reade rs of custom publications were interviewed in England, Scotland, Northern Ireland and Wales. Note: In England, custom publications are called “customer magazines.”
The study showed that regular readers of custom publications are – by a margin of 38% to 25% – more likely than non-readers to purchase in response to a direct mail piece.
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