DMA Hails Customer Mags As Most Effective Medium

New research released by the Direct Marketing Association has revealed customer magazines to be the most relevant and informative form of direct marketing, with consumers eliciting the most positive response to print campaigns.

The research shows customer magazines generating the highest level of positive response, with 34% of consumers obeying the call to action, either by making a purchase, asking for more information or passing on to friends or family.

Customer magazines are most likely to drive consumers to visit a store in person, with a request for more information by phone the second most likely response. According to the research, customer magazines generate a 10% direct purchase rate.

In addition, the DMA research shows customer magazines as the most passed on medium, as well as the medium most likely to be filed away for later. Customers also appear to value the magazines, with the DMA claiming they are the least likely to be ignored, thrown away or cancelled.

Advertisements in customer magazines are also well received in comparison to their broadcast counterparts. The research shows an overwhelming 90% of TV and radio ads meeting with negativity from consumers, although none of the participants in the DMA’s research said the same of ads in customer magazines.

Julia Hutchinson, director of the APA, welcomed the findings, stating: “It reinforces what we in the customer publishing sector have known for a long time – that customer magazines are both welcomed by consumers and deliver fantastic return on investment. This will be reinforced later this year by the launch of the new customer publishing Mintel report, which we are expecting to provide yet another hearty slap on the back for the industry.”

Last year saw the DMA unveil the findings of its first study into the value of the direct marketing sector, claiming that the medium is responsible for a staggering £107 billion worth of sales in the UK (see DMA Reveals Economic Impact Of Direct Marketing).

Direct Marketing Association: 020 7291 3300 www.dma.org.uk