Promoting customer magazines

The customer media sector of PPA has witnessed huge and unprecedented growth and through its specialist group at PPA, the Association of Publishing Agencies (APA), has introduced a number of initiatives designed to drive revenue and profit for its members.

www.apa.co.uk

Customer publishing - a sector profile

Representing eight per cent of the entire marketing industry, and boasting the accolade of being the fastest growing media sector in the UK after the internet, customer publishing agencies produce publications on behalf of their clients including companies from sectors as far ranging as automotive, retail and financial services to charity, public sector and travel and leisure amongst many others.

Customer publishing has thrived in recent years with the sector now worth an estimated £788 million after seeing a 16 per cent growth in 2006 and continuing growth in 2007. The number of UK customer magazine titles was estimated at 1,300 in 2006 and 2007 has seen at least one new customer title launched every day for the first six months of the year.

The top five Association of Publishing Agencies (APA) customer publishing agencies by turnover, according to figures published by Brand Republic (2007) are John Brown, Redwood, Publicis Blueprint, Seven Squared and Redactive Media Group. Well-known titles include Sky the Magazine, Waitrose Food Illustrated, LandRover Onelife, Camouflage, 33 Thoughts, Toni & Guy, Ikea Family Live.

Moving with the digital revolution, many customer publishing agencies now offer ‘integrated’ work for their clients to meet the demands of publishing editorialised brand messages through websites and other digital formats in conjunction with their printed publications.

More big brands than ever are recognising the worth of having a customer publication as part of their marketing portfolio with those enticed to the medium this year including: Bang and Olufsen, Sony, Audi, Chestertons, Shell and Royal Bank of Scotland.

As well as a great customer engagement and retention tool, customer publications have been shown to boost brand recognition and loyalty and aid sales uplift.

Ongoing research from Millward Brown (2006) shows that consumers spend an average of 25 minutes reading customer titles, and that nearly a quarter hold onto their customer magazines for over a month.

Research shows that 78 per cent of consumers prefer to be communicated with via a customer magazine compared to any other marketing media. With big international brands investing in customer publications, there’s no doubt that the trend for growth in the sector is set to continue into 2008 and beyond.

Breakdown of customer publishing sectors

Source: APA/Mintel Survey of customer publications, 2006

Customer Publishing – the year ahead

"2007 was one of the most successful years experienced by customer publishers. In 2007 APA launched APA ASK, a free and unique new business service for companies worldwide, considering investing in customer publishing. The service assists potential clients prepare a pitch list by providing unbiased advice on our members for initial ‘chemistry’ meetings and final pitches. In six months APA has conducted some 12 pitches resulting in new magazines from large global brands including Audi, Bang and Olufsen, Chestertons and Shell. It is currently working with over 40 prospective clients with potential business worth over £30m of incremental spend to the industry.

APA has launched a new set of awards, The Creative Awards, showcasing creativity in the medium and designed to supplement the annual effectiveness awards. The inaugural event in July at the Design Museum on London’s South Bank was well received and reinforced the message that customer magazines are both effective and creative.

The Advantage Study of some 55 titles and 15,000 consumer interviews demonstrates the value of customer titles through biannual releases of new data, proactively promoted to the marketing trade and vertical sector trade press to ensure that the messages reach marketing directors. The programme is now running in South Africa and India and launching into the USA and Germany.

The major focus for 2008 will be the promotion of APA members as effective providers of digital in addition to print content."

Julia Hutchison
chief operating officer, APA