Custom magazines enable brands to spend almost 40 minutes engaging with their customers, new independent research has revealed. 

The research, conducted by McNair Ingenuity Research Pty in association with Publishers Australia, has underlined just how important a role custom magazines play in a brand or Association strategy. 

People who receive custom magazines spend an average of 39.7 minutes reading each issue – an invaluable prospect for brands wishing to increase customer or member engagement. 

Ninety per cent of readers believe their magazine’s content is relevant to the brand, and 87% believe it’s relevant to them as a reader. 90% find custom magazines to be a good source of information, while 82% enjoy their reading experience. 

Of course, providing a beautiful, informative magazine to your customers is one thing – assessing the bottom line effectiveness is another altogether.

The report reinforced the value of custom media spectacularly. Consider these statistics: 
• 53% of readers says they looked for a product or service as a result of reading the magazine
• 80% of readers would recommend the magazine to a friend
• 75% of readers read their copy immediately, and then leave it in a common area for others to read
• 64% of readers talk to someone else about the brand, product or service
• An average of 2.3 people read each copy of the magazine
• 75% of readers notice advertising in magazines

Bobbi Mahlab, Chair of Publishers Australia Custom Publishing Leadership Group, and Managing Director of custom publisher Mahlab Media, says, “The results of the survey illustrate just how crucial a role custom publishing can play in engaging brands and associations with their customers and members. In the current, competitive and cautious climate, it’s even more imperative for brands to continue to build and grow their relationships with their customers, and for associations to emphasise the vital roles they play in the day-to-day lives of their members. Custom publishing – whether in the form of magazines, e-newsletters or websites – helps to do just that. 

“Not only do customers and members see the value in custom publishing, but advertisers do to – and that revenue stream makes it an even more attractive proposition for brands.”