The custom magazine: direct, meaningful, desired and effective

Direct Magazine Custom magazines are quickly becoming the ultimate brand accessory. This is not surprising when you take a closer look at what the custom magazine can do for direct marketing. “As the targeted voice of a brand, custom magazines reach consumers in their homes, in a format that is at once recognised, accessible and – hopefully – entertaining. There are very few other marketing tools that are able to achieve this – and none in quite the same way as a magazine,” says Tony Vaughan, managing director, Media Nova.

As Mark Beare, director, The Publishing Partnership (TPPSA) points out, the custom magazine does two things. Firstly, it amplifies messaging by acting as a brand awareness vehicle and building the brand in the mind of the reader and secondly, it has the capacity to drive sales. “Research indicates that people do buy the items that they see in magazines,” says Beare. Lani Carstens, publisher, Edgars Club Magazine, says that the custom magazine is increasingly being perceived as the number one marketing tool.

It has the ability to provide valuable product and brand info within real editorial content, while reaching a specific mix of readers. She points to research undertaken by Edgars Club during 2006, which found that Edgars account holders who receive the Club magazine show a higher affinity for the brand than those who don’t. “Sixty two per cent of Club members claim that Edgars Club Magazine makes Edgars seem more appealing,” says Carstens. Furthermore, 87 per cent of readers claim that the magazine is their primary source of information about Edgars (as opposed to other forms of advertising).

September 21, 2007 | Filed Under Media | 2 Comments

About us
Media Nova is a dynamic, new-generation company at the forefront of developments in the South African publishing arena.

Media Nova's vision is to set the highest quality parameters from every perspective - from its world-class publications to legendary client service and support.

Read more...
Portfolio