Heineken and its contract publisher Wardour have shown that magazines can work. After only three issues of the contract magazine First Orders published by Wardour for Heineken aimed at the drinks trade a staggering 41% of readers said the magazine had positively changed their view of the brewer.
A third place order
A third of the readers of First Orders placed an order with Heineken. The survey was sent out to the 13,000 customers with the third issue of the magazine in July.
The readers prefer the magazine on paper as 67% were not interested in getting an electronic copy.
What readers like is advice and information on how they can improve their business. And they liked the special offers in First Orders.
Wardour has BA, HSBC and Hiscox in its portfolio of clients for whom it creates content.
Engaging 78% of customers
The Association of Publishing Agents (APA, the trade body for contract publishers) says that “compared with other types of communications, customer magazines hold attention – 57% of consumers read at least half the magazine. Top performing magazines manage to engage 78% of consumers to this level.”
And the APA claims that customer magazines increase brand loyalty by 32%.
Heineken and its contract publisher Wardour have shown that magazines can work.