Recent results from a survey conducted by the Association of Publishing Agencies (APA) claim there are now more customer magazines in circulation than ever before in the UK. This may come as something of a surprise. For a while now, we have been warned that the printed magazine is in danger of becoming obsolete as a result of the rise of email communications.

However, it appears that printed customer magazines are still considered a powerful communications tool. The survey suggests that with over 120 new customer magazines launched in the first six months of this year – six of those being B2B with a combined circulation of 150,000 – 2007 is on target to be a record year for the customer publishing industry.

Julia Hutchison, COO of the APA, says, “We have witnessed a new launch, win or pitch every day for the last six months. B2B titles account for five per cent of the magazine market overall, and within that we are seeing growth.”

However, APA research may not provide the most accurate picture. Industry sectors labelled as 'Association' (which launched six new titles) and 'Incremental' (which launched 16 new titles) are vague and suggest overlap. The airline sector is reported to have launched four new titles with a combined circulation of 12 million – this will inevitably include a sizable readership of business travellers. The APA was unable to provide adequate clarification on these issues.

Two-way communication

Regardless of these discrepancies, those working within the customer publishing industry support the notion that it is in good health for B2B and B2C magazines. Mark Lonergan, MD of customer publishing agency August Media, believes customer magazines can be a useful marketing tool to any business. August Media produces Broadsheet, a B2B title for City & Guilds and its popularity means its publication frequency will double by 2008. Lonergan believes a successful customer magazine is one that encourages two-way communication between the business and its customers such as carrying out customer satisfaction surveys.

Right format, right customer

According to recent figures from the trade body for publishers, PPA, the number of B2B magazine titles in the UK, including customer magazines, now stands at 5113. However, in the same way that integrated campaigns are preferable to those relying on one form of media, the most effective way for a business to communicate is to combine printed magazines with online content.

Lonergan says, “Businesses should distribute the magazine in the format that best suits the customer, not the publisher. Magazines are powerful in the amount of one-on-one time customers spend with them. However, it's helpful for customers to have the choice as to when they access the magazine.”

Lonergan offers this advice to businesses considering launching a customer magazine: “It is vital you spend time understanding your customers and deciding on the type of feedback you require. Make sure your customers are the most important thing. There are still more businesses out there who don't have a customer magazine than those that do, so there is certainly scope for further growth.”

 

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