Why Publish? Good Question
It’s probably the questions we’re asked most often at Media 3 Publications by our clients and prospects: Why should I produce a customer publication?
And it’s an excellent question! After all, a custom publishing program requires a significant investment of time and money. And with budgets tight, marketing professionals today are forced to review all expenses with a fine-tooth comb.
The numbers speak for themselves
For custom publishers of newsletters, newspapers and magazines, the news is all god: Recent studies strongly support the marketing value and effectiveness of custom publications. For example, in a survey by Standard and Poor’s that focused on custom publishing by financial services companies:
- More than nine out of 10 recipients (92%) of publications from financial services companies read at least some of the issues, and more than eight out of 10 (83%) say they read most or some of the articles.
- Three out of four recipients say they have saved articles for future use and visited the sponsor’s Web site, and one out of four say they contacted the sponsoring company for more information on products and services.
- A large majority (84%) of recipients say they found the information in the publication useful.
- And one out of four recipients would have a negative impression of the sponsoring company if it discontinued its publication.
There’s more good news from a separate survey of marketing directors released by the Custom Publishing Council. Of those who had firsthand experience with custom publishing:
- More than nine out of 10 (92%) said that custom publishing is fairly or very effective at relationship building.
- More than eight out of 10 (83%) said it is fairly or very effective at customer retention.
The marketing directors said that they would rank custom publishing ahead of print, TV and radio advertising; Internet marketing; and telemarketing when the goal is to build long-term customer relationships, promote customer loyalty and retain customers.
Studies like these leave little doubt that custom publishing, when it’s done right, can be an extremely effective marketing tool for financial institutions. At Media 3 publications, we have more than 13 years of experience in helping financial institutions create custom publishing programs that get results.
To learn more about how we can help you meet your marketing goals through custom publishing, give us a call at 800-540-0384.
