Most recipients of custom publications read them – and consequently have more familiarity with and more favorable impressions of the sponsoring organizations – according to a new study on readership and effectiveness conducted by Readex Research for the Custom Publishing Council (CPC).
The demographic profile of the survey respondents – all of them recipients of custom publications – reveals the diverse audience of the medium:
Highlighted survey results:
Asked what one method provides the most informative and reliable information about products and services offered by the sponsoring organization, 46% of respondents indicated a newsletter/magazine such as the custom publication. The next highest mention was indicated by about half as many: direct mail letters or brochures (24%). No other method was indicated by more than 5% of recipients.
“The results of this survey confirm the findings of recent CPC-sponsored Roper surveys of consumers and chief marketing officers – that custom publishing is an effective way for companies to increase their profile and recognition with the public while providing clients with useful information that they value,” said Lori Rosen, Executive Director of the CPC.
About the study: The survey sample consisted of the circulations of 10 member publications. For each of the 10 studies, the sample was selected in systematic fashion by the publisher or sponsoring organization and Readex, from the domestic circulation. The estimated combined count of all 10 circulations is 3,912,815. The sample size was 750 for each publication, with the exception of one, which had an expanded sample size of 900, resulting in a total sample across all 10 publications of 7,650.
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