A new study and analysis by Royal Mail, with the APA and Millward Brown, reveals a range of benefits by making some format adjustments to Customer Magazines. Though currently the average number of pages for a customer magazine is 36 and the most popular frequency is quarterly, says the study, more pages inspires more thorough readership and greater frequency yields an uplift of over 10%.
Frequency, pagination and distribution each effect readership as shown in these key summation points:
1. Frequency and pagination influence number of pick ups and percentage of magazine read:
2. Pagination has a significant effect on active response:
3. Perceived relevance and rating of magazine increases with frequency and
4. Posted (mailed) titles increase reading time:
5. Magazines through the mail having more staying power:
6. Greater pagination and frequency of titles generate longer reading
Emily Fovargue, Head of Publishing at Royal Mail said: "... By focusing on key elements... brands can significantly raise response rates, engagement levels and rating of the title, often resulting in increased loyalty and a boost in ROI."
Julia Hutchison, COO of APA, said: "... this research demonstrates how marketers can squeeze even more value out of their titles... "
A customer magazine is a magazine produced by a business as a means of communicating to its customers. It is a product that broadly shares the look and feel of a newsstand or consumer magazine but is paid for in part or whole by a business.
-- From Wikipedia
For more about the study, please visit here.