The Billett Consultancy has carried out research for the Royal Mail examining magazine subscription (4.4m subscribers in the UK), with claims that publishers are missing out on a valuable market by not recognising its importance for the future of magazines.
85% of subscribers confirmed that they are planning to renew payments on magazines – an increase of 25% since the last estimate.
The report rejects the notion that subscribers are less avid readers than news stand purchasers, with 76% claiming to read more than half the articles/features in a typical issue.
39% of subscribers claim to read or look at more than half the advertising in a typical issue
52% stated that they subscribed to guarantee that they received every issue of a title
Convenience and cost were found to be inextricably linked in the subscription purchase process. Special subscriber benefits were seen as important, such as shopping discounts. Subscribers are extending their involvement with a title further, says the report, reflecting loyalty to the magazine brand.
For a copy of the report contact The Billett Consultancy on 071 928 6244
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