• Adweek, Thursday, April 9, 2009 9:15 AM

Consumers remain open to printed custom publications, at least according to a new survey by Roper and the Custom Publishing Council. In the 2009 survey, 59% of respondents said they look through print custom publications they receive.

People generally understand that such publications are marketing vehicles. More than three-quarters said they "don't mind that sponsors are clearly selling their products and services, as long as the publications are filled with interesting information." Indeed, 66% said they're "likely to buy from the company that provided them with a custom publication."

Custom publications seem to benefit from the contrast with ordinary advertising. Three-quarters of the respondents said it is more appealing to "get information from a company through an interesting collection of articles, rather than an ad." Among people who get publications related to their work, custom print content is favored over custom online content.

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