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Customer Magazines & Contract Publishing Market Assessment 2009
Key Note Publications Ltd, Sep 2009, Pages: 99
For a variety of reasons — not least of which is the proliferation of media, which has made it increasingly difficult to reach mass audiences — more and more companies are turning to customer publications to help them communicate a range of messages to their target markets. The customer-magazines market has performed well in response to this trend, showing good growth. It has also become much more competitive, as client companies have become increasingly demanding in terms of both the creativity and the return on investment they expect from the organisations to whom they entrust their customer communications.
One of the biggest changes currently affecting the market is the rapid growth of digital forms of customer communication, including e-zines with features such as page-turning technology and embedded video.
While the sector for paid-for lifestyle magazines is struggling in terms of circulation, customer magazines continue to thrive. During the audit period from July to December 2008, eight of the top ten magazines, measured by average circulation, were customer titles.
Nevertheless, the increasingly competitive environment, combined with the financial downturn, has caused problems for a number of publishers of customer magazines. Some companies closed during 2007 and 2008, and others have incurred losses. However, there have also been new entrants into the market.
This original research found that travel and retail customer magazines were the most likely to be read on a regular basis by consumers. The readership of magazines produced by finance and/or telecommunications companies was relatively low and the proportion of respondents who claimed to regularly read magazines produced by car manufacturers had fallen since 2007.
Good news for the customer-magazines market was the sharp decrease between 2007 and 2009 in the proportion of respondents who said they did not usually bother to read customer magazines at all.
The high editorial values of many customer magazines are no doubt responsible for the fact that nearly half of all respondents considered that they were generally as well-produced and interesting as other magazines. Moreover, the percentage who thought so had increased since 2007. There was also an increase in the extent to which customer magazines were seen as personally relevant to their readers.
Although 2009 as a whole is expected to be a particularly challenging year for the publishing of customer magazines, signs of recovery are expected to emerge in 2010 and year-on-year growth is forecast to rise over the next
2 years.
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