In the publishing industry there is a very clear distinction between a custom versus a mainstream publication. But how clear is that distinction in the average consumer’s mind?
The print market has grown exponentially in recent years and there is a plethora of new titles available to consumers. It is no longer simply a matter of paid for versus free distribution. Marketers and publishers have wised up and taken advantage of the ideal opportunity custom publications present in terms of reaching their target market. Who cares if it’s mainstream or custom; the question that should be asked is: “Does it deliver quality?”
Custom magazines experienced a 7.3 percent increase in circulation according to the latest Audit Bureau of Circulation (ABC) figures released for the period January to March this year while consumer magazines grew by 5.75 percent.
“I think there has been quite a marked impact,” says Mark Beare, joint managing director of The Publishing Partnership, a specialist custom publishing company.
“I can’t say whether that’s grown the pie or taken from the existing pie – instinct says it has broadly speaking grown the pie.
“Where five years ago there may have been an attitude towards custom publishing as an ‘arriviste’ of sorts, there are now so many alternative and successful ways in which content is being delivered that it is more accepted and better understood,” says Beare.
New Media Publishing’s Lani Carstens says not only have custom publications grown the market considerably, but they have also taken market share from mainstream publications.
“I would say custom publications have certainly taken away share, both in terms of circulation and ad revenue. Of the highest circulating magazines in SA, the top five are custom publications. Whereas many consumer titles have shown little or no growth in an increasingly competitive and fragmented market, top custom publications have shown significant growth,” she says.
Carstens cites a recent study conducted by Millward Brown in the United Kingdom which found that consumers read custom publications for an average of 25 minutes, dispelling the myth that freely distributed magazines are ignored.
Publishers are quick to point out that quality has become a priority.
“Our publications are for the most part editorially independent even though they may be affiliated to an organisation from a distribution and endorsement point of view,” says Henk Botes of Cape Town-based publisher Picasso Headline.
“This means that we are able to provide specific content to the reader that is targeted to address his needs and interest. We believe the two cornerstones of our success are the credibility and quality of our content and distribution. In my opinion this is the only recipe for staying power in the publishing game.”
One publication that sidesteps the “no cost, no credibility” line is Woolworth’s TASTE magazine. In terms of circulation, TASTE is different in that it is sold to customers through the newsstand and subscriptions.
Publisher Jaco Scholtz points out that the net effect is that TASTE has grown the food lifestyle category (circulation has doubled in two years) although not at the expense of a competitor like Food & Home Entertaining.
Paul Ingpen of Touchline Media says the key to better quality in custom publications is placing more emphasis on content for its specific market.
“Custom magazines should always deliver greater focus of content in line with the distinctive interests the recipients share— a niche publication for a niche audience,” he says.
From an economic perspective, it is safe to say that the growth of custom publications has positively affected the industry. Publishers, printers and the post office have all reaped the benefits.
“The deepening of the information space definitely represents important economic growth, with new employment and investment opportunity, rather than cannibalising more established markets. The net output of printed word has increased,” says Deidre Theron-Loots, executive editor of TCB Publishing.
Beare agrees: “In terms of volume, there’s no question that this has been great for printers and publishers in terms of opportunities. For the Post Office it’s massive because so many titles are mailed to club members and qualifiers. For example, Jet has a print run of 1.3 million, Clicks of 700,000. The impact across the sector is huge.”
The niche value of custom titles is a big draw card for clients and potential advertisers. Clients publish their own magazines to engage with their consumers in order to build brand loyalty.
“Research has also shown that if a consumer trusts the retailer or brand, he or she will be more receptive to product offerings,” explains Carstens.
“Look at Edgars Club magazine. Members pay R16,95 a month for their club membership so the magazine is not necessarily perceived as ‘free’. However recent qualitative research on Edgars Club showed that the Edgars Club magazine is seen as the no.1 benefit of being a club member.”
Beare points out that in terms of potential advertisers, if the custom title is sound, and the brand is sound, like tends to attract like.
“Certainly the publication needs a unique selling point to hook advertisers, some type of recognisable underlying logic for themselves. Pam Golding’s Icon for example is associated with a powerful golden brand and it draws strong advertising like BMW, BOE and Charles Greig.
“Clicks is a very direct and trackable channel for suppliers. We showcase at least 100 products in any Clicks magazine. This is such a direct channel to shoppers; from an ad perspective it’s very compelling. The majority of publications are therefore historically well supported on quite a rational basis.”
TCB Publishing, who publishes six in-flight publications including 1Time and Nationwide, says their magazines are supported mostly by players from within the luxury brand, hotel and conferencing, sporting goods, special events, car rental, and communication industries.
“They support our publications for very particular reasons; we offer a captive audience at 35,000 feet with no competing alternatives except for the company spreadsheet on the reader’s laptop— In addition, our advertisers know very well on which market segments they are spending their advertising penny,” explains Theron-Loots.
With such niche targeting one has to question whether we’re talking first class publications or simply another method of direct marketing. Publishers may get a little hot under the collar at this suggestion but it’s a moot point.
“I am of the firm opinion that none of our titles cross the line into direct marketing. Our publications are editorially independent in the most part,” comments Botes.
Scholtz, however, concedes that some publications do push the direct marketing envelope.
“The successful ones manage to engage clients or readers by presenting information in such a way that it has relevance to their world,” he says.
“Also consider that consumers look towards mediums that cut through the clutter and provide turnkey solutions to their needs, i.e. when executed correctly the customer gains something from it in the same way they would with a consumer magazine.”
Shayne Dowling, general manager at Quantum Publishers, says he finds it strange that companies do not make more use of the medium.
“Our titles speak directly to the end customer. It is an effective, two-way, communication vehicle for the company, a great means of surveying its customer base as well as a cost effective advertising medium. I don’t see any problems and it suprises me that more companies don’t make use of the medium,” says Dowling.
Possibly a softer approach is a concession towards a blurring of the lines. Recent qualitative research for Edgars Club Magazine showed that readers specifically stated that they did not want a “catalogue” but a magazine – even though they knew the magazine was from Edgars.
Publishers want to sell magazines containing relevant and compelling content. Yet at the same time they want to market the brand.
“Whereas most consumer magazines exist to serve the reader, custom magazines have to convey the corporate brand and still deliver compelling content to the reader,” Carstens points out.
It’s a careful balancing act that needs to be recognized and managed appropriately.
“Magazines remain an incredibly powerful, enjoyable and transportable communications tool so demand will only increase from those who can afford them. This is why more and more newsstand based publishers are being lured into the custom arena,” concludes Ingpen.