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Ian Reeves
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Customer publishing becomes ‘content marketing’ Customer magazines are used by large
corporate organisations as part of their marketing strategy
They encourage the ‘brand values’ of their organisations by using professional editorial teams to create content that reflects their customers’ aspirations
They often provide in-depth information on products, deals and services.
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Examples
Airlines, retailers, car manufacturers, travel companies, membership clubs, financial institutions and property companies all produce customer magazines
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Tesco Magazine 1,945,015Asda Magazine 1,944,393Morrisons Magazine 1,293,617Tesco Real Food 1,225,417John Lewis Edition 487,550Asos 446,055Waitrose Kitchen 412,681The Garden (RHS) 359,897Sainsbury’s Magazine 215,109Odeon Magazine 203,140
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Customer publishing market Average customer magazine
circulation: 321,257
Combined total circulation: 137 million
5% of titles reach more than 1 million readers
14% have circulation greater than 250,000
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Distribution
Magazines are circulated in several ways:
Direct mail Free at point of contact Distributed with newspapers Door drops Digital distribution
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Customer publishing sectorvalue (£m)
The market was worth £496m in 2011
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Customer publishing sector value forecast (£m)
Industry estimated to be worth £630m by 2016
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Readers’ views
39.4% agreed they were as well produced and interesting to read as other magazines
68.2% said they didn’t bother to read customer magazines
23.3% said they would read in-flight magazine
22.2% said they would read free magazines from retail outlets such as Boots or M&S.
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Does it work?
“In 2013 more than 60,000 car sales were directly attributable to behaviour prompted by the magazine” – claim from publishers of Audi magazine.
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Customer publishing formats
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Customer publishing companies Cedar Communications
clients include BA and Tesco
Condé Nastclients include Ferrari and Maybourne hotels
Inkclients include RyanAir and Thomas Cook
Redwoodclients include Barclays, Boots and Fiat
John Brownclients include Waitrose and John Lewis
Publicis Blueprint clients include Asda and Cath Kidson
River Publishingclients include Superdrug and Honda
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Further reading
MediaWeek’s sector analysis:http://www.mediaweek.co.uk/article/1125670/sector-analysis-customer-publishing
The Content Marketing Associationhttp://www.the-cma.com/