Furthermore, some of the brands featuring in the 2008 Trusted list also picked up industry awards for their customer titles such as BA's High Life, which won Most Effective Travel and Leisure title at this year's APA Effectiveness Awards. 

Two thirds of the titles representing Trusted brands were additionally found to be distributed through the post enabling these organisations to reach individual customers in a personalised way. Comments Emily Fovargue, Head of Publishing, Royal Mail: 

"The fact that such a large proportion of Most Trusted organisations have a customer title cannot be disregarded. Customer publishing has long been recognised for its unique ability to engender loyalty and drive direct sales, whilst also acquiring new customers. It seems we can now add encouraging trust amongst its core strengths. 

"With the focus in marketing shifting more towards retention in the current climate, generating trust amongst existing customers will become increasingly important for weathering the economic storm. Furthermore, with the customer publishing industry continuing to grow on a monthly basis - it has recently overtaken radio, cinema and outdoor - it will be interesting to see how many of UK's Trusted brands 2009 have a customer title."

Bron: APA