With the launch of Alpro Soya’s Wellbeing magazine (MW last week), it is encouraging to see customer magazines continuing to expand in the market.
Big brands are recognising that customer publishing is coming of age and now fully integrating them into the marketing mix. The fact that more than 500 UK companies – including many of the top 250 brands – produce such magazines is testament to this.
Customer magazines are not only an ideal way to start and maintain a dialogue with consumers, but also
help boost customer loyalty, increase sales and improve perception of brands. As a result, they are proving to be valuable assets to both advertisers and marketing directors.
Furthermore, with the launch of The APA’s Advantage Study, we now also have a consistent measurement methodology across the industry, so publishers and clients can compare the performance of specific titles against the market.
The Advantage Study also enables us to clearly illustrate the contribution customer magazines can make to a marketing programme, particularly by demonstrating the return on investment that is possible in terms of brand equity.