• by Jack Loechner , Staff Writer @mp_research, April 16, 2009

A new study by Roper Public Affairs for the Custom Publishing Council (CPC) found that  93% of respondents were familiar with at least one type of custom publication, while more than two-thirds say that companies that provide information about their products in these magazines help them make better purchasing decisions.

The report says that custom media is a preferred source of information with 74% of respondents agreeing that getting information about companies from an interesting collection of articles is more appealing than getting information from advertisements.

Lori Rosen, executive director, CPC, says "With... overwhelmingly positive reaction to print custom media, the growing acceptance of electronic custom media and the explosion of branded social networking sites... consumers are... finding the time for custom media products, and... are substantially moving the ROI needle... "

Considering custom publications:

• 36% of consumers at least occasionally look at the electronic custom publications they receive
• 59% of consumers who said, at a minimum, they occasionally pick up and look through print custom publications

Considering custom publications related to their work:

• 56% of these respondents said they would rather receive a print version
• 37% said they would rather receive publications electronically

 Rosen concludes "... the explosion of electronic media has certainly not hindered consumers' enthusiasm for print custom media..."

Among the findings of the CPC/Roper Public Affairs survey:

• 68% of respondents say that information about products in custom publications help them make better purchase decisions
• 63% say they have bought something they saw mentioned or advertised in a custom publication
• 78% say that custom publications indicate companies are interested in building good relationships with consumers
• 70% like custom publications because they provide articles and information targeted to the reader's specific interests
• 66% say they are likely to buy from the same company that provided them with a custom publication

For example, the study indicated that car owners who receive publications from their car companies are more satisfied with their vehicles and more likely to recommend the company to others. Similarly, people who receive publications from their local hospitals are more satisfied with these hospitals and more likely to recommend them 

Electronic custom publications, though lagging print, are seen as valuable:

• 45% feel that electronic custom publications provide a valuable service
• 57% of those aged 18-34 say electronic custom publications provide a valuable service.

 Michael Winkleman, president of the CPC, concludes that "... Americans express extremely positive reactions to custom publications and the companies that provide them... the ROI provided by custom media is continuing to increase... "

For more information about the CPC or the study, please visit the website here, or the complete release at this link.