"...customer magazines can achieve response rates among 18- to 24-year-olds of an impressive 55%, while 61% of ABs aged 55+ read half or more of a customer magazine. ...". Marketers are renowned for their fondness of buzzwords, trends and acronyms - all of which, when introduced, tend to be touted as the panacea to solve all marketing ills, writes Emily Travis, head of publishing at Royal Mail. Customer Relationship Management or CRM is such an example,

but while it failed to make marketing problem-free, its impact on the discipline has been undeniably wide-reaching.

The new focus on the customer has realigned marketing practice and this, combined with the trend for consumers becoming more empowered in terms of their media consumption, means that relevance is now absolutely key. The focus now has to be on reaching the right customer, at the right time, through the right channel, with the right message. In other words, putting the consumer at the core of the marketing proposition and tailoring communications to their needs, as opposed to promoting whatever suits the organisation at that given moment.

Customer publishing perfectly encapsulates the spirit of CRM. The channel -- the second fastest growing in the UK after online -- has proven itself to be highly effective when it comes into improving consumer engagement with a brand and driving response. The recent Advantage Study, an ongoing research project between APA, Royal Mail and Millward Brown that investigates and benchmarks the power and influence of the customer magazine medium, has proven that they actively engage with readers and answer a number of marketing objectives, including improving loyalty, deepening brand engagement and increasing sales.

Customer titles have been proved to directly increase share of wallet by 8%, stimulate brand loyalty by an average of 32%, improve brand image by 9% and perhaps most impressively, 44% of readers have been found to interact with a brand as a result of reading a customer title.

The customer magazine is not the "hard sell". Titles subtly reinforce brand values and entice readers' interest though themed editorial, chosen to not only reflect the parent organisation but also readers' interests. In addition, the Advantage Study has shown that customer magazines actively engage the reader on average for 25 minutes -- the equivalent of 50 30-second TV ads. In stark contrast, online advertisements generally attract the attention for 0.5 seconds.

This level of engagemen,t combined with the fact that two thirds of titles are posted, meaning that every consumer can be reached, makes the channel extremely compelling.

Furthermore, the medium even reaches audiences that other media can't, such as 18- to 24-year-olds and the wealthy grey market. These demographics typically have low exposure to TV advertising and other channels, yet customer magazines can achieve response rates among 18- to 24-year-olds of an impressive 55%, while 61% of ABs aged 55+ read half or more of a customer magazine. Wealthy grey readers also spend more time with a customer magazine than the typical reader, clocking in at an average of 30 minutes.

With all of these facts at hand, it is not surprising to learn that customer publishing is flourishing. In 2007, there was a new launch every working day, from brands such as Butlins, 888.com, Fortnum & Mason, Royal Bank of Scotland, Chesterton's and Shell. At the same time, well-established publications like Sky have taken the decision to increase reader engagement and relevance by diversifying their offering through the launch of offshoot titles targeting sports lovers, children and film buffs.

In short, focus on the customer relationship is driving customer publishing forward to greater success. Many publishers are looking to extend content online, through podcasts and other media including in-store TV to further improve consumer interaction. As such, titles can integrate seamlessly into a broader integrated marketing drive, supporting and encouraging the other channels, proving that a rich seam of CRM can run, alive and well, enriching a rounded customer experience and most importantly, giving the all important consumer what they want, when and how they want it.

(Source: Media)