Product category:
Trade associations and professional bodies
News Release from: APA (Association of Publishing Agencies) | Subject: APA ASK
Edited by the Marketingservicestalk Editorial
Team on 01 October 2007
Record year for customer magazines
The customer publishing industry has experienced huge success in the first six months of 2007 with 120 new titles.
There were over 120 new magazine launches and pitches between January and June, according to information collated by the Association of Publishing Agencies (APA), reinforcing the medium's place as the second fastest growing channel behind online The magazines launched in this period span a variety of sectors, including b2b automotive, retail, hotels and airlines
This article was originally published on Marketingservicestalk on 27 Apr 2007 at 8.00am (UK)
Related stories
APA calls for entries for Olive creative awards
The Association of Publishing Agencies (APA) has opened entries for its inaugural Olive Awards, which will showcase the best in customer magazine creativity and design.
B2B customer magazines boost brand appeal
The APA has launched new findings from its pioneering customer magazine effectiveness benchmark - the APA Advantage Study, focusing specifically on business-to-business customer titles.
Notably amongst these is the launch of V-Zine, a quarterly magazine for Shell which will be sent to customers, being published by Redwood and John Brown and Fingal launched the Honda Racing F1 Team online offering.
This period has also seen the launch of Flybe Uncovered, published by Brooklands for the airline.
With a distribution of 10.5 million among passengers this has one of the largest circulations in the sector.
Further reading
APA releases shortlist for Olive awards
The Association of Publishing Agencies (APA) has announced the shortlist for its inaugural Olive awards, which recognise creative and innovative thinking in the customer publishing sector.
Volvo scoops top prize at APA creative awards
Liv, Volvo's customer magazine, has scooped Best Overall Creative Solution at APA's inaugural Creative Awards, held at London's Design Museum, for a fashion shoot created by Redwood.
Customer publishers develop digital expertise
Independent research from Contented reveals that digital agencies have misjudged the threat posed by customer publishers and the growing trend for editorialisation of brand in the digital arena.
There have also been a substantial number of pitches for new business in the first half of this year.
These include BandO for Bang and Olufsen, to be published by Forward with a global circulation of 900,000, and Sony Magazine, to be published by Haymarket Publications.
The success of the industry and the recognition of magazines by companies as a tool to expand their brands through targeted editorial is underlined by increased spending with existing clients, such as extension titles Sky Movies, Sky Sport and Sky Kids.
Additionally, John Brown is also producing a new title for Waitrose, Thirst, the objective of which is to promote the online and mail order service of Waitrose Wine Direct.
Some of the new business activity is a direct result of APA ASK, the free, independent new business consultancy that was launched earlier this year.
It is offered to clients considering launching a customer magazine, such as the appointment of John Brown to publish a magazine for Royal Bank of Scotland and Natwest, which will be posted to over 3 million customers.
Julia Hutchison, COO, APA, commented: "We are delighted at the strength the industry has demonstrated by levels of new business.
"We have witnessed a new launch, win or pitch every day for the last six months.
"These numbers reflect the recognition of consumer magazines as a valid and effective tool to reach customers, shareholders and members.
"This is exactly why the Marketing Director's Conference, held annually in October, is focused on editorialisation of the brand.
"If this current trend continues, and we are confident it will, 2007 looks set to become the most successful year for the industry yet".
Emily Travis, Head of Publishing, Royal Mail, said: "Considering customer magazines engage readers for an average of 25 minutes it isn't surprising to find that marketing directors are committing an ever increasing budget in this sector; they are an extremely powerful tool for companies looking to convey messages directly to their home or place of work, if posted.
"The expansion of the sector in the first half of this year is testament to the APA's tireless work in the promotion of the medium as a marketing vehicle".
The 2007 Marketing Director's Conference will be held on 23 October at Soho Hotel.
• APA (Association of Publishing Agencies): contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
