Annual growth in the Belgian custom media sector is estimated at over 12%, with Custo agencies enjoying a 50% share of the 85 million euro market. These impressive figures are being matched or bettered elsewhere in Europe as more and more companies turn to customer magazines to address their target audience. The reason for this boom is easily explained, Michel Libens told the paperJam Business Club audience. Surveys conducted in the UK show that recipients spend an average of 25 minutes reading each issue of a customer magazine – which compares more than favourably with the attention paid to internet, poster or television advertising. “Those are measured in seconds,” says Libens. And while he admits that market insiders were surprised by the results of the survey, and that the figures will not be mirrored in Belgium or Luxembourg, they are still a convincing argument for companies to launch their own magazine. “Research proves that customer magazines are highly effective communication tools. They have a very high return on marketing investment.”

While growth has been impressive, the custom media sector is still something of a niche. “We are unique because we have to combine marketing and communication knowledge with content making knowledge,” says Libens. Only by combining these areas of expertise can agencies that produce customer magazines understand the client’s brand values and what their objectives are.  Then they have to look at the clients’ target audience and particular segments within that potential readership. “The days of addressing everyone in the same language are over,” says Libens. But creating content that retains credibility is also a skill in itself. Consumers have become media savvy and will see through obvious attempts to push a brand or product. Libens cites the example of Belgacom’s B2B “One” magazine which, following discussions with the client, does not even bear the name of the Belgian telecoms provider on the cover. “Content is key because if it is relevant readers will pay attention, and grabbing attention is what it is all about,” Libens explains.

However, Libens recognizes that many customer magazines are not very well made. This is why he helped launch Custo, a federation of ten member agencies that publish 186 titles. “We want to prove to the Belgian market that working with professionals makes a difference. We see a lot of advertisers who say they have tried their own magazine but that it didn’t work. We look at what they tried and it’s a shame, because they spent a lot of energy and money.” So Custo has created a quality label with strict criteria to help potential clients recognize those agencies that produce publications worthy of merit and will also help promote customer media as a mature and integrated part of the communication mix.

Click HERE for the interview.