Norwich Union said that the four-edition pilot to 50,000 of its customers showed 91% of customers read the magazine and 86% found the articles of value.
The first edition of the roll-out magazine, published by contract publisher Halcyon Services, will arrive on the doorsteps of 500,000 customers in January. It is being targeted at 25- to 45-year-olds who have at least one motor, home or annual travel policy with Norwich Union Direct.
Sarah Black, publishing manager at Norwich Union, said: "Our research tells us that our customers trust the Norwich Union brand and are receptive to reading more about the products and services we can offer them.
"Previously, we have only really been in touch with our customers through one-dimensional direct marketing, but the magazine gives us a platform to have a completely new dialogue with them, building the brand, building relationships and providing great value products and services all in the same place."
The 64-page quarterly title will illustrate just how far Norwich Union has stretched its brand beyond core insurance products and will highlight the discount prices it is able to pass on to its customers through its buying power, whether customers want to buy a new car, get a washing machine, or book a holiday.
In addition to practical lifestyle-based content, the magazine will also demonstrate how its corporate social responsibility programme operates.
The magazine will carry paid-for advertising and the insurer has applied to the Audit Bureau of Circulation to have the distribution audited.
According to the Association of Publishing Agencies, 2003 saw an 85% increase in the number of customer magazines, and this interest has continued into 2004. It is something Black says Norwich Union can build on.
"We feel that following our successful 12-month pilot, this is an excellent opportunity to have an ongoing dialogue with our most valued customers to help them take care of what's important," she added.
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