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"57 per cent of consumers have purchased a product
or service from a company as a direct result of reading its
customer magazine. This represents an increase of 10 per cent
since 1999. Forty per cent are more likely to go on using
the company or to select it for another purchase in the future."
"Business readers...hold very positive opinions about
the brand that sends them a magazine. Eighty per cent think
that the company has a good reputation, and a similar number
believe the company is striving to meet its customers needs.
Three-quarters of business readers trust the company and think
that it is constantly improving its products and services.
Over two-thirds agree that the company offers good value for
money, and that it looks after its customers."
Even among non-readers of customer magazines the attitude
is positive:
"A third of non-readers [of business customer magazines]
think that a customer magazine would make them feel valued
by the company."
"Trust is one of the driving factors behind the continuing
success of the market. There has been a significant increase
in the number of consumers who are more likely to trust advertising
or special offers in a customer magazine than in other magazines
or newspapers (51 per cent, compared to 38 per cent when Millward
Brown last conducted this survey in 1999)."
"Two-thirds [of business readers] claim that they are
more likely to purchase products featured in the magazine
than in other types of advertising. And one in three have
actually purchased something as a result of reading about
it in a customer magazine."
"78 per cent of consumers think that a magazine is a
better way for a company to tell them about its products or
services than other media. Just as significantly, people who
do not read a customer magazine also express a strong preference
for it as a marketing medium: 64 per cent of non-readers agree
with the same statement.
Source: Royal Mail & APA Survey 2003 conducted by Millward Brown - published
on the
APA website
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