How do customer magazines reach the target audience?
Marketers are realising that a ‘one message fits all’ approach or ‘mass marketing’ is not delivering the desired results; consequently we have seen a shift towards one-to-one marketing. The evolution of customer magazines has in some ways reflected this trend. Growing numbers of customer magazines are now segmented and versonalised both geographically and according to lifestage and lifestyle – currently 14 per cent of customer magazines are segmented to reflect different readers. The most common way for customers to receive customer magazines is to either pick them up in-store or via the post Currently, two thirds of magazines are posted and a quarter of titles are distributed in store. According to research by Millward Brown 79% of consumers prefer to receive their customer magazine via the post and 58% of consumers are more likely to read magazines and respond to offers if it is personally addressed to them. Royal Mail can deliver to 99.9% of the population guaranteeing to brands tha
