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Retention, Recognition, and Engagement are
Hallmarks of New Custom Publishing Study |
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CPC Staff |
New York, NY (August 7, 2007) –According to a new study on readership and effectiveness conducted by Readex Research and commissioned by the Custom Publishing Council (CPC), most recipients of custom publications read them -- and consequently have more familiarity with and more favorable impressions of the sponsoring organizations.
The demographic profile of respondents reveals the diverse audience for custom publications. The typical respondent is older (median age of 53), but all age groups were represented, including 16% who are under 35. Both genders are well represented (59% female, 39% male) as are all education levels (51% are college graduates, 18% with advanced degrees). Median household income among respondents is $69,000.
Highlighted Survey Results
Overall, respondents prove to have a high degree of engagement with custom publications.
79% recall receiving the publications, so, for the most part, they are reaching their intended audience.
77% of recipients read at least one-fourth or more of a typical issue, including 33% reading all or almost all of it.
On average, recipients spend 43 minutes reading or looking through a custom publication issue.
The average rate of pass-along among all recipients is to 0.9 others, nearly doubling the reach of these publications.
Custom publications inspire action. 74% of recipients indicated they have taken at least one action in the last 12 months as a result of reading or looking through the publications. This includes 23% who made a purchase from/donation to the sponsoring organization and 18% who recommended the sponsoring organization to others.
Opinions of custom publications on various attributes are generally high. Large majorities indicated the publications are:
Attractive / professional looking (82%)
Credible (75%)
Informative (73%)
Recipients were also asked to rate how useful they find the information presented in these custom publications. 56% indicated high ratings, compared to only 12% indicating low ratings.
The high opinion for the custom publications extends to the organizations that sponsor them. More than half of recipients agree that the publications:
give them a more favorable impression of the organization (77%)
make them aware of products and services from the sponsoring organization they previously didn’t know about (74%)
present information about the sponsoring organization not found elsewhere (73%)
make them more likely to make purchases from / make a donation to the sponsoring organization (52%)
Further revealing the publications’ value to their recipients, when asked what one method provides the most informative and reliable information about products and services offered by the sponsoring organization, 46% indicated a newsletter / magazine such as the custom publication. The next highest mention was indicated by about half as many, direct mail letters or brochures (24%). No other method was indicated by more than 5% of recipients.
“The results of this survey confirm the findings of recent CPC-sponsored Roper surveys of consumers and chief marketing officers—that custom publishing is an effective way for companies to increase their profile and recognition with the public while providing clients with useful information that they value,” said Lori Rosen, Executive Director of the CPC.
“The fact that consumers tend to value custom publications over other forms of marketing and advertising speaks volumes about their efficiency and effectiveness,” added Mike Winkleman, president of the CPC and president of Dobbs Ferry, NY-based Leverage Media.
The survey sample consisted of the circulations of 10 member publications. For each of the 10 studies, the sample was selected in systematic fashion by the publisher or sponsoring organization and Readex, from the domestic circulation. The estimated combined count of all 10 circulations is 3,912,815. The sample size was 750 for each publication, with the exception of one, which had an expanded sample size of 900, resulting in a total sample across all 10 publications of 7,650.
About the CPC:
The CPC is the leading professional organization representing custom publishers in North America and is focused on promoting the growth and vitality of this dynamic marketing discipline. Marketers across the country, the media and other interested constituencies rely on the Custom Publishing Council as the authoritative source of industry news, data and trends, information on the effectiveness of custom publishing, and referrals to the top custom publishers in North America.
About Readex Research:
Founded in 1947, Readex Research strives to make a positive and tangible difference for each customer by providing survey in research that delivers more than is expected. Readex specializes in self-administered research methods and focuses on selected customer groups. As an experienced, trusted, and insightful strategic research partner, Readex is committeed to constructing thoughtful and effective solutions that contribute to each customer’s business success. Readex conducts hundreds of mail and web-based surveys every year for publishers, advertisers, agencies, association executives, and corporate researchers. For more information, please visit www.readexresearch.com or call 651-439-1554.
Contact:
Karen Famighetti
212-989-4631
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