In this paper the role of customer magazines is described. The World Network of Custom Publishers (WNCP) decided in 2000 to start an extensive research trajectory, beginning with desk research concerning strong and weak points of customer magazines as a medium type, including as many studies of the last twenty years as possible. The main conclusion is that the strong points can be described as the quintuple A model. The five A’s are: audience, attention, attitude to the brand, adherence, active experience. Each A couples prominent research results with interesting themes and future developments. Based on the literature in which recent research findings are described, a rosy future for customer magazines can be predicted.
Symposium: 2001: Venice, Session 7 - Niche Audiences
Authors: Bronner, Fred, Suer, Dick
Organisations: Veldkamp/Marktonderzoek, Amsterdam, WNCP
Topics: Targetting / Segmentation