RESEARCH

> Roper Study
> Middletown Study

Simply defined, custom publishing is a targeted publishing program delivered to key audiences with a goal of increasing brand perception, improving brand loyalty and influencing or improving the overall decision-making process.

So why should an organization use custom publishing to communicate? In November 2005, Roper Public Affairs completed a study with adult Americans 18 and over titled "The Role of Custom Publications in a Consumer's Life," and found that custom publications consistently impact reader behavior:

Engage and Educate: 85% of those surveyed view custom magazines as the preferred source of information about brands/products vs. advertising
Transform Opinion: 79% view organizations that produce a custom magazine as believing in its product or service
Build Good Relationships: 74% feel that custom magazines show companies’ interest in building good relationships with consumers

In January 2006, Middletown Media's study "Engaging the Ad-Supported Media," concluded that, as a medium, magazines engage readers more than radio, internet and television.

• Amount of time spent with television and internet is greater than the amount of time spent with magazines
• Television and internet is treated by consumers often as “background media”
• When reading a magazine, consumers are focused and involved with the content

Click on the links to the left to see a high level summary of each of these studies. Or for more research on magazines and custom publishing, contact us today.