Retailers look to customer magazines to build relationships

Figures released by the Audit Bureau of Circulations (ABC) show that overall customer magazine titles were up by 9% in the last quarter alone, confirming that targeted magazines are potent tools for building strong customer relationships.

Furthermore, figures reveal that nine out of the top ten circulating magazines in South Africa fall within the customer magazine category and more specifically, six of these top ten publications are retail customer titles.

Examples of such retail successes include the Edgars Club Magazine (up by 73 103 to 899 917), A-Plus (up by 6 565 to 143 581) and Woolworths' TASTE magazine (up by 2 751 to 35 069). All published by New Media and all recording a 5-10% growth, year-on-year.

“People love magazines,” says McCarney, “unlike other advertising media such as TV advertisements or direct mail; consumers don't find magazines intrusive and annoying. People love to pick up, feel and read high-quality magazines. In essence, the beauty of customer magazines is that they reach the consumers who want to engage and who are receptive.”

Figures released by research house Millward Brown show that readers of the Edgars Club Magazine spend an average of half an hour with the magazine, which is longer than the retail average and that 48% of them visited one of the group's stores as a result of having read the magazine.

McCarney believes that the retail industry is ideally suited to benefit from customer magazines. “Edgars Club Magazine is flying, and players in the retail market are realizing the tremendous impact these magazines can have on their potential market,” she says.

Room for growth

Official research shows that the biggest segment of this R850 million a year customer magazine revenue – over R100 million – is the travel market, which is rapidly expanding, with more than 20 titles.

Recent additions include New Media's Mango Juice, the official in-flight showcase for low-cost Mango Airline. The magazine, now published monthly instead of bi-monthly, has an increased print run of 15 000, which indicates passengers are taking the magazine home to refer to and enjoy.

Yet, despite the impressive growth in this market, figures show that to date, approximately 30% of travel businesses have adopted this medium of communication. “With the 2010 World Cup around the corner, the potential for growth in this market is enormous,” says Mango Juice publisher Andrew Nunneley.

Even New Media's star performers Dish and Skottel magazines, published on behalf of Multichoice, continue to grow and have increased circulation year-on-year by 18%, bringing the total to 1 563 375 - thereby reaffirming their position as the top circulating magazines in the country.