TRENDS

Conducted by Millward Brown, a recent research initiative provides a ringing endorsement of customer magazines: results show readers knowingly participate in a "transactional relationship" with the brand behind the magazine – and that brand image, loyalty and purchasing behavior are all increased by reading customer magazines. The most important target audience for clients is existing customers (78%), underlining the key role that customer magazines play in companies’ customer retention strategies. Industry research shows that there is now no perceived difference, by readers, between consumer and customer publications. 87% of decision makers use B2B publications regularly for work purposes, more than any other medium. 71% of them see B2B publications as essential reading. Nearly all (99%) business decision-makers read business magazines as a way of keeping up-to-date with their industry, more than any other medium. (Source: National Reader Survey)