RESULTS COME FROM TRUST

“Customer publishing has to provide a return. Both for the clients who invest money and the readers who invest time.”

Business readers spend an average of 26 minutes with customer magazines, over 50% read at least half the magazine and over 25% subsequently visit the website.

To take advantage of this opportunity and build long-term relationships you need to respect your readers. Senior decision makers are a sophisticated and demanding audience and will not respond to rehashed marketing material.

You need to get under your readers’ skin and find out what is going to engage them in their world. Once you’ve done that successfully, you can begin to reinforce your position as a trusted partner.

It is this fundamental challenge that distinguishes effective customer publishing from either marketing collateral or trade publications.

Marketing collateral promotes the clients’ services. Trade publications serve the readers’ needs. Effective customer publishing targets the business opportunity in the middle – the ‘sweet spot’.

The result is a publication which provides real value to readers. It also helps you to build brand awareness, drive sales and generate loyalty.