Why Have a Customer Magazine?

“No other medium cuts through the clutter so effectively – or holds your customers‘ attention for so long.”

Craig Smith, Editor of Marketing magazine

Independent research by Millward Brown* demonstrates that the average consumer attention time delivered by customer magazines is 25 minutes. This is an impressive figure when compared with other CRM tools.

“Control and content are the key factors that make the customer magazine such an engaging experience. Control over when, where and for how long they are viewed rests with the consumer.” (Smith)

Most important of all, the medium provides a unique opportunity to deliver messages about your brand, combined with response driving mechanisms in an editorial context that are positively welcomed by consumers.

Millward Brown's research highlights the importance and validity of customer magazines:

• The UK customer magazine market is now valued at £385m and will be worth £531m by 2009*
• The UK's top three circulation magazines are customer titles*
• 79% of the population has seen a customer magazine*
• The UK customer magazine industry has grown by 244% over the last 10 years*

* The Advantage Study, undertaken by Millward Brown for the Association of Publishing Agencies 2005-2006