New Roper Report on Custom Media Shows Higher Impact on Purchasing Decisions
April 7, 2009 * Custom publications continue to strengthen consumers’ relationship with sponsoring companies: 78% say that custom publications indicate companies are interested in building good relationships with consumers and most feel better about the sponsoring company when they are reading a publication the company has provided.
* Majority believe custom publications are valuable: 70% like custom publications because the publications provide articles and information targeted to the reader’s specific interests.
* Custom publications are preferred source of information about companies: 74% feel that getting information from a company through an interesting collection of articles, rather than an ad, is more appealing.
* Companies that provide custom publications are rated positively and recommended to others: The study indicated that car owners who receive publications from their car companies are more satisfied with their vehicles and more likely to recommend the company to others than are car owners who do not receive publications from their car companies. Similarly, people who receive publications from their local hospitals are more satisfied with these hospitals and more likely to recommend them than are people who do not receive such publications.
* Awareness of custom publications remains strong: Before being presented with examples, 61% said they were aware of seeing or receiving custom publications. When presented with specific examples, 93% said they were familiar with at least one type of custom publication.
* Readership of custom publications is high: 59% say that, at a minimum, they occasionally pick up and look through the custom publications they receive.
* Interesting information remains an important selling point: 78% say that when it comes to custom publications, they don’t mind the fact that sponsors are clearly selling their products and services, as long as the publications are filled with interesting information.
* Electronic custom publications, though lagging print, are seen as valuable: 45% feel that electronic custom publications provide a valuable service, and this number jumps among younger Americans. 57% of those aged 18-34 say electronic custom publications provide a valuable service.
“In just about every section of the report, Americans express extremely positive reactions to custom publications and the companies that provide them,” notes Michael Winkleman, president of the CPC and of Leverage Media, his own custom media company. “The ROI provided by custom media is continuing to increase from an already strong benchmark established with the 2005 survey.”
“Americans’ Relations with Custom Publications and the Companies That Provide Them: 2009 Update” is based on surveys conducted by Roper Public Affairs and Media, a division of GfK – a leading international market research firm. Telephone interviews were conducted with 1000 adult Americans aged 18 and over from February 18, 2009 – March 3, 2009.
The Custom Publishing Council (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 (www.custompublishingcouncil.com).
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