Take a look at this very interesting whitepaper, Leveraging Loyalty to Transform Publishing, produced by the CMO Council and InfoPrint Solutions. It addresses “The Impact of Relevance in Publishing and Advertising.”
I recommend downloading this 12-page whitepaper that includes the detailed findings about what people want from their magazines. It confirms what we all believe is most essential—relevance.
Here's some info pulled from the first page of the whitepaper.
“To get a clear picture of what opportunities might exist for publications transformation, the CMO Council asked consumers what they wanted from their magazine experience.
The audit revealed that consumers do not want to give up their cherished print publications, and further that their experiences within these preferred pages has shaped and molded their buying decisions.
In a world where the internet threatens to change the face of loyalty—offering new and exciting real-time connections—magazines seem to be the one constant that consumers are not ready to relinquish. According to our survey:
92 percent plan to stick to print when it comes to their magazine consumption
Only 24 percent intend to eventually switch over to some form of e-reader device
The real message consumers want to send to publishers is keep the content relevant, be it editorial, advertorial, or advertising. But, well placed, content rich and even personalized advertising will lead to new opportunities (and even renewed opportunities) for profitable customer engagements."
Click here to download the whitepaper and read the detailed findings of the online consumer survey.