What is the target audience of customer magazines?
It is very difficult to define the target audience of a customer magazine as ‘customer’ means different things to different titles. For example the ‘customers’ for ARMY, a magazine from the British Army Recruiting Group, are teenage boys and girls interested in the Army. ARMY’s objective is to develop such enthusiasm into eventual career options. However, in terms of the overall market the most important target audience is existing customers (77%), underlining the key role that customer magazines play in companies’ customer retention strategies. Prospective customers (48%) are also an important audience. For customer magazines aimed at staff (14%), business partners (16%) and dealers or distributors (10%) it is significantly lower, but this is expected to become increasingly important as the medium evolves.
