APA recruits for customer mag study
The Association of Publishing Agencies (APA) has joined forces with global market research agency Millward Brown to find a way of proving the effectiveness of customer magazines as a marketing tool.
No industry standard exists, which means clients and publishers are unable to measure their magazines against the competition or compare performance against other marketing media.
The study will look at how customer magazines work as part of the marketing mix, how they add to the bottom line in terms of ROI, and how consumers read and value them. Fieldwork starts this month, with results due in the autumn.
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The APA wants to encourage more marketers to invest in customer magazines.
"There's low awareness among people who don't have customer magazines, and a number of misperceptions, such as that they're too expensive," said Julia Hutchison, director of APA.
"We realised that we needed to come out with some hard facts on how customer magazines work as a marketing tool. However, the market is only now sophisticated enough to enable us to do this."
So far, APA members have nominated 56 titles across a range of sectors, including automotive, B2B, financial, IT/telecoms and leisure/travel, to join in the study.
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