Customer Magazines “Most Relevant Form Of Direct Marketing”

Customer magazines are the most relevant and informative form of direct marketing, according to a new report.

The Participation Media report by the DMA and APA found that customer magazines generate the highest level of positive response from consumers. Over 50% of consumers read customer magazines and view them positively.

The survey also reveals customer magazines to be the most passed on media, with 5% of consumers passing magazines on to friends and colleagues, while 37% file away magazines to read at a later date.

Customer magazines were also found to be the second most successful channel at driving retail traffic, behind TV and radio advertising.

Julia Hutchison, APA chief operating officer, said: “I am thrilled that customer magazines have once again topped the survey.

“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 for brands and organisations.”

Direct Marketing Association: www.dma.org.uk