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As brands recognise the importance of building strong profitable relationships with customers, growth in customer publishing has been significant with an estimated turnover of £313m in 2002.
This form of targeted brand communication is a great way of engaging and retaining existing customers but also plays a role in attracting prospective customers and business partners and engaging with staff.
The success of contract publishing is demonstrated the huge reach customer titles now command. Currently nine of the UK’s top ten magazines by circulation are published by contract publishers.
Brand: Gillette
Publication: Gillette World of Sport
A weekly magazine available in 200 countries. Gillette pays for production and distribution. In return, it owns a tightly targeted marketing tool.
Brand: British Airways
Publication: High Life Magazine
Company: Cedarcom
High Life is BA’s in-flight consumer magazine with the mantra ‘don’t wait to escape’. The publication is read by a captive audience of 206,646 British Airways passengers (ABC Jul-Dec) featuring holiday destinations in far flung places with a mixture of useful information, humour, opinion, photography and advertising.
Brand: Tesco
Publication: Tesco Magazine
Company: Cedarcom
Tesco’s magazine is a bi-monthly publication providing articles on health, cookery, fashion, beauty and various other features. The magazine is free and the circulation reaches 2,000,000 Tesco shopper with the aim of extending the relationship that Tesco already has with the reader.