Customer titles rise up marketing ladder

by Melanie May, Marketing Direct 01-Feb-05, 13:26

Customer magazines are becoming an increasingly popular part of the marketing mix, new research for the Association of Publishing Agencies (APA) has revealed.

The research, conducted by Mintel, shows that total turnover in the customer publishing industry has increased by a staggering 244 per cent over the past decade. Last year, it turned over more than £385m, an increase of almost 10 per cent on 2003.

The top sector, with a 17 per cent share, is retail and distribution, led by major retail grocery multiples, department and chain stores. This sector has also seen the most growth since Mintel's 2003 report. Close behind is the financial sector, which holds the second-largest market share of titles at 13 per cent. The media sector is on the up, too, doubling its market share from three to six per cent.

Existing customers are still the most important target market, but nearly half of customer magazines also target prospective customers. The research shows that use of the medium as an acquisition tool has been the main area of growth.