Ian Reeves Customer magazines
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.
Examples Airlines, retailers, car manufacturers, travel companies, membership clubs, financial institutions and property companies all produce customer magazines
Tesco Magazine 1,945,015 Asda Magazine 1,944,393 Morrisons Magazine 1,293,617 Tesco Real Food 1,225,417 John Lewis Edition 487,550 Asos 446,055 Waitrose Kitchen 412,681 The Garden (RHS) 359,897 Sainsbury’s Magazine 215,109 Odeon Magazine 203,140 Top 10 Customer magazines2013 by circulation
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
Distribution • Magazines are circulated in several ways: • Direct mail • Free at point of contact • Distributed with newspapers • Door drops • Digital distribution
Customer publishing sectorvalue (£m) The market was worth £496m in 2011
Customer publishing sector value forecast (£m) Industry estimated to be worth £630m by 2016
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.
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 CathKidson • River Publishingclients include Superdrug and Honda
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/