Custom Magazines – More Pages, More Frequency, More Response

Here are some interesting findings from a UK Royal Mail research study on custom magazine effectiveness (study produced with the APA and Millward Brown). Here is a link to the entire article (subscription needed).

• Average number of pages in a custom magazine is 36. When pagination is higher than average, consumers read more than half 15% more than those with less than average page counts.
• Average frequency is quarterly. When companies send custom magazines out at least five times, readership rates almost double.

Print is not dead, and probably never will be, as long as companies continue to deliver valuable, relevant and compelling content to customers that need that information. From the research above, it looks like the more good content you deliver, the more customers will engage in that content. Seems obvious, but it’s good to see some numbers that back this up.

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