As major magazines are decreasing page counts to deal with the economic downturn, custom publishers and the associations and corporate clients they partner with seem to be doing just the opposite, according to a new study by the Custom Publishing Council.
Released in April, the study—“A Look at the Volume and Type of Custom Publications in America”—found that the average number of pages per issue for custom publications increased last year from 22.2 to 23.2.
Other key findings:
- Circulation: The average circulation per issue increased from 30,044 in 2007 to 37,340 in 2008. The average circulation per title in 2008 was 336,060, up from 270,000 in 2007. The total number of custom publication copies distributed increased 7.4 percent from 2007 to 2008.
- Frequency: The average annual frequency of custom publications remained steady at nine times per year.
- Online: The use of online publications increased from 18 percent in 2007 to 22 percent in 2008.
So what’s the reason for these improvements, despite all indicators pointing elsewhere? It could have something to do with the findings of a previous study by the Custom Publishing Council, which Summer Huggins outlined in a previous post. Half of those survey participants indicated they are so attached to the custom publications they receive that they would miss them if they were discontinued. The most impressive finding was that two-thirds said they were likely to buy from the same company that provides them with a valuable custom publication.
Want to learn more about how a custom publication could help strengthen relationships with your members or clients? Contact us today.