Abstract: Threatened by the rise in paper, printing and postage costs, online custom magazines rejoice an increased interest. They are seen as a more efficient, but equivalent alternative to offline custom magazines. Most digital custom magazines, however, contain an electronic replica of the print version. Our study explores the question of whether online page-turn custom magazines are an equivalent alternative to offline custom magazines. Based on our survey results we conclude that custom magazines have a bright future online. Replicas of the print version, however, are not the future of the industry since the facsimile copy of the print edition in a digital page-turn format does not stand up to print. Paper still ‘feels’ good and holds a much stronger position, compared to online magazines, in terms of reach and average reading time. Another benefit of offline custom magazines is that customers in general, and women in particular, prefer offline, since it offers them something tangible and physical they can hold and engage with. In sum, there is still place for print content in the digital age and before we move to jettison the magazine, let us fully understand what it is we are possibly throwing away.
Keywords: custom magazine, customer loyalty, digital magazines, customer media
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health