RamsayMedia in the Zone

“The company is delighted to take up the challenge of creating a fresh custom publishing solution for Toyota. We are committed to producing high quality publications for it, which will be delivered to its customers,” comments RamsayMedia MD Stuart Lowe.

“In line with the company's philosophy of placing our clients in the centre of a 360 degree marketing solution, we aim to adapt and extend the print publication to reach customers at a number of new digital touch points. These will include a cutting-edge digimag - an online version of the print magazine which includes multimedia content - and a professionally distributed email webletter.”

“The company is backed by a wealth of experience in traditional publishing and new media, and we look forward to forming a great strategic partnership with them. As we launch a new era of the magazine to stimulate communication with our customers, I am confident that we will benefit enormously from its comprehensive custom publishing services,” says Toyota's corporate communications manager Mary Willemse.

Custom publishing captures readers

Lowe, who spearheaded the inception of the division soon after his appointment as MD in 2008, believes that marketers can no longer ignore the power and reach of custom publishing. “A recent study revealed that custom magazines are the media channel that captures more audience attention than any other media type, including consumer magazines.”

The same study (Millward Brown & APA Advantage Study 2009) showed that 60% of readers keep custom magazines for future use and information. The average response rate because of reading a custom magazine is pegged at 44%, while a sizeable 57% of consumers read more than half of the magazine. Statistics like these suggest that there will be an increasing demand for custom publishing in South Africa and the publishing division is already ahead of the game.

According to the recently appointed head of the division, Neal Farrell, the new-look magazine will provide a diverse offering of lifestyle content and value-added opportunities including competitions and giveaways. “Our vision for our client's custom publications is that they should engage customers, staff, suppliers and service providers and strengthen relationships with owners.”

Access to expertise

The custom publishing division also benefits from the group's design and production expertise, advertising sales and marketing structures, in-depth understanding of digital platforms, customer research methodology, established revenue generation strategies and distribution models, a professionally managed CRM centre and the ability to offer a number of added-value services.

“In the mobile space we have a specialist mobile division which can produce mobisites, innovative SMS campaigns such as reader polls and competitions, interactive games and cellphone applications for our custom publishing clients. Our dedicated in-house video production team can create high quality, rich media content should our clients require it.

“We are also able to develop customer reward schemes, and through the group's consumer magazines, can negotiate special offers with our preferred suppliers, including accommodation and travel packages which provide added value to our clients' customers,” Farrell concludes.