The survey also reveals customer magazines to be the most passed on media, with five per cent of consumers passing magazines on to friends and colleagues, while 37 per cent file away magazines to read at a later date.
The medium was also the least ignored, thrown away, cancelled or unsubscribed.

In addition, customer magazines were found to be the second most successful channel at driving retail traffic, behind TV and radio advertising.

Customer magazines account for nearly 3 per cent of all communications received and most customer magazines are received between 8am and 4pm, with volumes peaking at 11am when titles are delivered through the mail. Almost two thirds of magazines are delivered direct to the door, a major contributor to the finding that consumers consider customer magazines to be one of the most helpful forms of direct marketing.

APA chief operating officer Julia Hutchison says: “I am thrilled that customer magazines have once again topped the survey. It reinforces what we in the customer publishing sector have known for a long time - that customer magazines are both welcomed by consumers and deliver fantastic return on investment for brands and organisations.”

Author: Sara Kimberley

Source: Precision Marketing/apa