I applaud your recent special report on customer loyalty “True Colours” (MW June 7) for highlighting the effectiveness of customer magazines for brand owners. However, I was misquoted in the feature.
I did not say that fmcg marketers were incapable of understanding the benefits of customer magazines. What I did say was that fmcg companies have been slow to appreciate the benefits the medium offers because they tend to regard magazines as being useful only for higher ticket items.
Also, I do not believe that a different set of skills is needed to produce a magazine for a brand owner as opposed to a retailer.
Every successful magazine must convey a series of complex messages through relevant editorial, while entertaining and informing the reader. This requirement is the same, regardless of the product or service being promoted.
Business development director