Customer magazines in the UK are attracting ever increasing volumes of advertising, according to a new report.
Trade body, the Association of Publishing Agencies, says its biennial survey shows the sector generating ad revenues of £385 million ($723m, £555m) during 2004, a rise of 244% over ten years.
The APA is confident the market will continue to grow, with revenues expected to reach £531m by 2009, attributable to new clients and additional spend by existing advertisers.
The proportion of titles with a cover price, currently 20%, is also expected to grow. In addition, 11% of magazines are purchased instore. The proportion distributed free instore is 14%, while 61% are mailed to readers.
Says Jane Hutchinson, director of the APA: "Customer publishing is increasingly regarded by marketing directors as a fundamental part of the marketing mix for a growing number of businesses.
"In comparison to other media this industry is showing healthy year-on-year growth, a trend we expect to continue."
Data sourced from Media Week (UK); additional content by WARC staff