The popularity of custom magazines among both private and corporate consumers has risen markedly over the past few years, potentially opening up new avenues for direct mail marketing.

According to the latest figures complied by the Custom Publishing Council (CPC) in the United States, 70 per cent of those consumers polled stated that they liked receiving customised publications.

Furthermore, two in three stated that they would be likely to buy a product or service from a company that provides a customised publication, while 63 per cent said that they had purchased something they had seen advertised in such a way, suggesting in-fills aimed at niche audiences could be an increasingly effective means of direct mail marketing.

Commenting, CPC chairman Mike Winkleman stated: “It reinforces the point we’ve been trying to make to marketers throughout the recession, which is that if you really want to stay afloat and want a cost-efficient and cost-effective method to do that, custom publishing is a vehicle that you should use.”

At the start of this month, latest Bellwether Report from the Institute of Practitioners in Advertising (IPA) revealed that drops in direct marketing spends are now slowing down as confidence returns to the sector.
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