As long as the product is well researched and developed to deliver transparent, audited readership figures, quality advertisers will pay good yields for customer mags. The client and agency must have a clear vision of how the ad value of the product can be quantified. This can then be utilised to define a clear ad sales strategy. Ad-funded models can't work under pressure from short-term, unrealistic business models.
NO - Andrew Hirsch, Chief executive, John Brown
Ten years ago, we decided that all of our customer magazine publishing would be on a fee-based basis. Our priority is to attract great talent, produce great products and to make a sensible profit. Fee-based customer mags have bullet-proof research on their effectiveness and prove how they outperform most other traditional media. Only a fool would turn their back on this compelling research in return for a quick win.
YES - Justine Daly Commercial director Cedar
We publish three of the biggest ad-funded customer titles - Business Life and High Life for BA and The London Magazine for Central London Estate Agents. All built a solid following based on a unique offering, a proper sales story and a strong team selling them. In truth, the most reliable return on investment for customer magazines is a combination of ad sales revenue and a measurable impact on consumer behaviour.
NO - Ian Sewell Commercial director Redwood Publishing
Customer magazines are a highly effective marketing tool. Many have no advertising, some contain advertising to reduce part of the total cost and a few are fee-supported. Before agreeing to a self-funding model, agencies should ask what are the realistic ad volumes and yields? Will the pressure to pursue revenue negatively impact the client brand? What are the risks to agency and client of not meeting targets?
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