What makes a good customer magazine?
As with any magazine, editorial that is relevant to the audience is the key to success. If the editorial does not appeal to the audience the reality is the magazine will not be read – making it a waste of both time and money. The production values and quality of the design and editorial content are continuing to improve as customer magazines become an increasingly important component of the marketing mix. Magazines are able to communicate effectively because the consumer is in control of the media consumption as opposed to the intrusive nature of media such as TV and radio. Readers expect the advertising in their magazine to be relevant to them and as a result see it as an essential part of the medium itself.
