Customer magazines show 16% circulation growth in six months

Customer magazines have shown growth of 16% in the past six months according to the latest ABC figures.

The top eight magazines by circulation are now customer titles, with 12 customer magazines in the top 20.

Julia Hutchison, COO, Association of Publishing Agencies, said: “The average circulation for actively purchased magazines is down 6.8% but customer titles are bucking this trend, such as British Airway’s High Life which has seen circulation growth of 13.8% in the last six months. As shown by research we commissioned from Mintel, the industry is now worth £904 million and is set to grow to £1.2 billion by 2012 with a strong outlook for the future.

“Retail titles have seen a consolidation of position, responding to the recession as consumers seek more value from brands. Titles for both Tesco and Asda have seen circulation increases in the last six months with titles for other retailers such as Waitrose have maintained their circulation.”

She added: “The ability to engage and entertain customers with relevant editorialisation of brand has long been recognised by major brands. These figures show that brands, especially from competitive sectors such as retail and aviation, are recognising the value of magazines in engaging consumers.

“The medium is so effective because it allows for consumers to receive a physical embodiment of a brand in times when they are receiving less and less for their money. Still the 25 minute medium, customer publications allow for longer engagement than any other marketing tool and so continue to prove themselves a wise investment.”

Association of Publishing Agencies: www.apa.co.uk